Omega Mobile: Mobile Experience Design Blog
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Recently I’ve noticed that branded apps are evolving beyond “see the product, find the store” and focusing on utility aligned with a brand message. This is a trend that those developing mobile marketing and advertising apps should study and embrace.

Mobile App Design Trend

For example, there’s a new app from Kimberly-Clark that helps parents potty train their kids. The iGo Potty was created to give parents information and tools without advertising or direct sales. This is a great move from the makers of Pull-ups in light of a new study reported in the New York Times. The study says that the demographic group most interested in receiving mobile advertising is mobile owners with children.

Another company avoiding the hard sell in a mobile marketing/branded apps is organic foods chain Whole Foods. Mobile Marketer reported that the Whole Food’s Market Missions application centers around missions encouraging a healthier lifestyle. “Advanced Lettuceness” and “Smoothie Operator” let consumers complete steps, earn badges and share favorite tips through email and social media. This is an excellent example of aligning users needs with a free and useful tool while reinforcing mission and brand.

Wedding planning can be a very long, very complex and very costly endeavor. The newly renamed Brides Wedding Genius app has tools to keep insanity at bay including everything you need to know about dresses, rings and honeymoon locations. Conde Nast’s Brides magazine has expanded the iPhone and iPad application and added Marriott Hotels & Resorts as an aligned sponsor. Another great targeted utility app that knows its audience and isn’t afraid to embrace it.

Mobile advertising and mobile marketing oriented branded apps that focus on knowing their audience, aligning with their mission, and promoting utility will find better results than the hard sell.

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