DMA: Data and Marketing Association
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Exploring the Potential of Mobile Apps

Learn why brands and retailers use mobile apps, the benefits of mobile apps to your marketing strategy, the pros and cons of apps and whether or not a mobile app is the right fit for your business.

Any Place, Any Time


When done right, mobile apps can increase engagement, improve customer experience, and help to build better retention and brand loyalty. If not done right, they can be a drain on resources and a negative for CX. With this module, you will gain an understanding of the uses, benefits and potential pitfalls of mobile apps as you walk through case studies from leading retailers and businesses, and learn the keys to determine where and how apps can fit into your overall strategy.


  • Why brands and retailers build apps
  • Considerations for building a mobile app
  • What’s the deal with beacons?
  • Mobile app platforms
  • Costs, tips and organizational requirements for mobile app success
  • Key metrics to track

Course Pricing

  • dollar Member - $99
  • dollar Non-Member - $149
See DMA Member Benefits »

About The Instructor

Matt Dion
With a career spanning 20+ years, Matt is a consummate thought leader in the areas of digital marketing, experience-driven commerce, commerce strategy, marke... Read More »

Course Duration

  • 25 min

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Section 1: The Case for Mobile Apps

  • Mobile apps vs. mobile web
  • Mobile moments in the customer journey
  • Why brands and retailers build apps
  • When mobile apps are done right
  • Examples of apps

Section 2: Considerations for Building a Mobile App

  • Things to consider when building a mobile app
  • How consumers use commercial apps
  • Beacons
  • Mobile app platforms
  • Costs and organizational requirements of building an app
  • Benefits to mobile web only
  • Pitching an app to senior management

Section 3: Mobile App Success

  • Driving awareness and downloads
  • App Store Optimization (ASO)
  • Key metrics to track

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Want to do even more with this topic? Join our Mobile & Digital Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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