Marketing Support Through a Mobile Application

With the expansion and mass access to the internet, marketing and marketing communication have been faced with a challenge and, at the same time, new opportunities on how to reach the consumer. One of these opportunities is represented by ** mobile applications, which, due to the fact that more and more people own so-called smartphones, are becoming an increasingly frequently used ** tool of marketing communication. It is very important to be ** innovative, creative and results-oriented** when planning marketing campaigns. Technological progress and the widespread use of mobile devices, and not least price accessibility, are the reasons why mobile applications are increasingly being used for marketing communication purposes…

Problem

With the expansion and mass access to the internet, marketing and marketing communication have been faced with a challenge and, at the same time, new opportunities on how to reach the consumer.

Solution and Method

One of these opportunities is represented by mobile applications, which, due to the fact that more and more people own so-called smartphones, are becoming an increasingly frequently used ** tool of marketing communication.** However, mobile applications alone do not guarantee success. Just as important as the development of a mobile application itself is its marketing. One could say that mobile applications function as a communication tool and at the same time as a ** subject of marketing communication**, if we want them to be successful.

In the diploma thesis, they presented both the creation and development of a mobile application, as well as its marketing, in order to achieve the campaign objectives – to raise awareness among as wide a circle of people as possible in an innovative way and at the same time strengthen brand recognition. He wanted to demonstrate that in marketing communication it is necessary to adapt very quickly to contemporary trends. Consumers are becoming increasingly ** demanding** and, with the flood of different advertising, are becoming ** immune to all stimuli**. At the same time, consumers are increasingly mobile and are using more and more technological innovations.

Simultaneously, technology enables marketers to introduce ever new services, offers them new ways of communicating with the consumer and potentially increases sales. But this must be approached strategically.

Results

It is very important to be innovative, creative and results-oriented when planning marketing campaigns. Technological progress and the widespread use of mobile devices, and not least price accessibility, are the reasons why mobile applications are increasingly being used for marketing communication purposes… However, the mobile application market is extremely ** competitive**, so it is necessary that the mobile application is presented in an appropriate way.

The true value of an application is only reflected in the number of downloads and consequently the ** number of active users.** Creating a mobile application and launching it is one thing, but achieving visibility and usage by users is another. Marketing for a mobile application is thus more important today than the actual development of the mobile application itself. Mobile applications are just one of the tools they used for the marketing campaign.

It is important that content is communicated at all levels and with all marketing tools. It is important to be present, but even more important that the content you are advertising is competent. In the ** Sun Protection Day** project, they collaborated with dermatologist partners, who further increased the credibility of the mobile application. For journalists, they prepared press conferences with the presentation of the application and topics, as well as regular press releases. The mobile application itself, together with all the activities, brought the desired results, and the final outcome of the campaign was a satisfied client, whilst the author gained the necessary experience.

In the future, mobile applications will emerge as a new advertising medium. With the help of interactive digital technology called "augmented reality", digital advertisements will enter the consumer's real world. Marketing communication will be intertwined with various tools for achieving communication on social networks, where the emphasis will be on good content.

Namely, only good content is that which encourages the consumer to think, share, interact and generates collaboration and trust.