Online marketers should be making sure they are getting the most out of mobile applications, an industry body has suggested.

According to the Internet Advertising Bureau’s (IAB’s) mobile council and other members, there are several core areas to consider when using apps.

The IAB’s marketing director, Kieron Matthews, emphasised the need for communications to be on brand, stating that tone of voice, message and production values are key to ensuring success.

Following his suggestions, Jeremy Copp, chief executive of Rapid Mobile Media, recommended those involved in internet marketing services only use applications when they are required in terms of user interaction and complex graphics. If a browser suits the needs of the campaign, it is advisable to use it as a channel as it reaches a greater audience.

The IAB’s guide to mobile applications follows a recent study from Juniper Research, which predicted that digital advertisers will be directing more of their money towards the mobile internet in the future.

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