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The Growth in Popularity of Mobile Applications Highlights the Value of Social Objects as Engagement Drivers in Social Media, Says Punch Communications(January 06, 2012)
LONDON, UNITED KINGDOM -- (Marketwire) -- 01/06/12 -- As the mobile application market becomes increasingly popular, integrated PR, social media and SEO agency Punch Communications believes this trend illustrates the growing value of using social objects such as mobile applications to drive fans towards a brand's social presence, increasing acquisition and engagement as a result.
A survey conducted by Flurry Analytics found that one billion mobile applications were downloaded in the week between Christmas Day and New Years Day, a 60% increase over downloads recorded during early December. Although the sudden growth is likely to be due in part to the gifting of Apple and Android mobile devices over the Christmas period, Punch predicts such landmarks will become more frequent as the number of smartphones and tablets in use increases, thereby creating more opportunities for brands to push fans towards online brand-specific social destinations.
As the mobile application market continues to grow in stature and popularity it will become imperative for brands to assess their target market and create relevant applications to meet growing demand. Once the basis of the application has been determined the brand can look to ensure the application helps to drive traffic to the brand's online social presence. As the number of social network users continues to grow in tandem with the smartphone and tablet market, brands should look to integrate the two elements to hopefully extend the user experience and encourage engagement and acquisition moving forward.
Pete Goold, managing director of online PR Punch Communications, said: "Brands should look to be as creative as possible when developing mobile applications to ensure high levels of traffic are directed towards brand-orientated social pages. Creating a mobile application as a social object encourages a user to interact with the brand, whether through the application or encouraging them to engage through online channels. Interactions through these channels not only helps maintain the brand's connection with the user but also helps increase visibility to the user's online friends, extending the brand reach and increasing brand awareness."
Punch Communications is an integrated PR, Search and Social Media agency. For more information on how Punch can combine the work of social media agencies with the PR and SEO sectors, please visit www.punchcomms.com or call 01858 411600.
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