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Mobile Applications as a Tool of Brand Promotion: Development Peculiarities and Performance Metrics

Student: Razumovskaya Maria

Supervisor: Yulia Pirogova

Faculty: Faculty of Creative Industries

Educational Programme: Media Management (Master)

Year of Graduation: 2017

Nowadays mobile applications has become an indispensable «accessory» for a modern man . In view of the active penetration of smartphones and a huge number of mobile applications users, mobile applications are one of the most successful tools for brand promotion. In this research the author studies mobile applications as a means of interacting with the target audience, revealed the features of developing mobile applications for brand promotion, analyzed mobile applications designed in order to promote media brands, and determined performance criteria mobile applications of this kind. The process-optimization documents and the criteria for the effectiveness of mobile applications for brand promotion proposed by the author will help developers and company managers to improve the process of creating mobile applications and increase the effectiveness of mobile applications developed for brand.

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