Can you envisage a day without your phone? Never! Our mobile phones have become embedded into our routine and necessary to complete daily tasks. In fact, 72% of individuals access social media through a smart phone. So, it is expected that marketers wish to capitalise off our addiction to our phones through the use of ads, coupons or apps.

Mobile marketing is defined in 3 conditions:

  1. Ubiquitous network, which essentially is a fancier phrase for a combination of different networks.
  2. Constant access to the device.
  3. Personal mobile device, each household member needs to have their own device.

Mobile marketing is a relatively new concept however, it can reach a wide audience if implemented correctly. Apps are an amazing tool to use to engage and enhance customer loyalty. Individuals can access apps through their personal device, across different networks. Do you think apps are an effective way to sell a brand?

The following 3 brands have used mobile marketing through the creation of apps to their advantage.


The Nike+ Run Club app motivates users, expert guidance and ability to track their running routes.

The sole purpose of the app is to assist consumers in their fitness routines, however Nike are able to simultaneously promote their products and brand to users. It is a practical solution that aligns with the brand’s image and directs their marketing efforts to their target customer.


The biggest coffee chain in the world has also created one of the most successful retail loyalty programs in the US thus far. It combines a convenient way to pay for purchases, collect Stars and earn rewards with Starbucks Rewards and find stores, all on a mobile app.


Starbucks uses location based mobile marketing to allow consumers to navigate their way to the closest cafe. This mobile app provides convenience and rewards, which boosted sales and awareness.


The Makeup Genius app was developed to allow customers to see a virtual makeup look created on their face through their smartphone, using advanced facial mapping technology.



The app creates custom looks through the use of their phone camera.


Users can also browse L’Oreal’s product range, which can prompt sales.


We use our phones everyday and because of that we are exposed to various marketing tools that brands use specifically to target consumers through their mobile devices. They provide a solution to a problem, without directly selling their brand to consumers. I personally think a great innovative application, like the three examples shown, are a great way to connect consumer to company.

Out of the three apps shown, which one would you download and why?