A new study suggests interactive mobile phone apps can be an effective way for companies to draw in more customers.
Indiana University Telecommunications Professor Rob Potter says the study concluded that marketers and companies who plan out a well built mobile app campaign are able to reach customers outside of their traditional market.
“What we found that using that app maybe a way to introduce people to your product category and your brand when they weren’t in the market for it before,” he says. “So you can actually open up your product to a whole different range of consumers if you can get them interacting with your app, and one of the ways that you can encourage that interaction maybe to have it be a free app.”
Potter adds some companies are charging to off set the cost of developing an app, but if they give the apps for free then, they will increase their customer support.