CREATING LOVEMARKS THROUGH MOBILE APPLICATIONS
CREATING LOVEMARKS THROUGH MOBILE APPLICATIONS
Author(s): Ladislava KnihováSubject(s): Media studies, Methodology and research technology, Social Theory, Sociology of the arts, business, education, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: app store optimization (ASO); branding; content marketing; lovemark; mobile application; social sharing; storytelling; video marketing;
Summary/Abstract: The main objective of this paper is to identify specific features of a successful mobile application marketing strategy designed to enhance branding and help create lovemarks. Building brand awareness and customer loyalty at all possible touchpoints is currently taking us to social media and mobile environments. In order to turn your brand into a lovemark, i.e. a brand that commands both respect and love, it has to be visible everywhere that its fans live their lives. Therefore, mobile applications and their promotion within the frame of content marketing, storytelling, video marketing and social sharing are examined as well. The paper is complemented by the recent findings of the primary survey seeking to find out whether the graduates of Marketing Communications studies are well prepared and able to anticipate problems and solve any potential pitfalls that they may encounter within the field of mobile app marketing.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 144-154
- Page Count: 11
- Language: English