Facebook apps are a good way for brands to engage with their fans in a way that doesn't feel like a hard sell.
They also have the added bonus of scraping lots of useful consumer data. However, apps aren’t necessarily right for all brands.
They need to be in keeping with the company's values and offer users something they want to engage with and share with friends.
Here are six examples of brands that have put Facebook apps to good use.
The Competition Commission has changed a ruling on BSkyB’s dominance of the pay-TV film market thanks to the growth of digital services such as LOVEFiLM and Netflix.
In an abrupt u-turn, the CC said that Sky Movies no longer provides Sky with an advantage over its pay-TV rivals.
It reversed a ruling from last year which found that the satellite broadcaster’s deals with major Hollywood studios effectively gave it a monopoly on the market and caused higher prices for consumers.
Earlier this month eBay overhauled its iPad app to offer users a range of new functions and hi-res images.
The app now has a customisable homepage, back button and new ways to view search results. eBay appears to have taken the liberty of giving itself five stars in the product description, but are the upgrades actually an improvement?
User reviews in the App Store show that opinion is fairly polarised: 362 people give it five stars but 265 give it one star.
Only 17% of UK consumers are ‘completely aware’ of what contactless mobile payments are, according to a survey by eDigitalResearch.
However, 67% of respondents have heard of the technology before, suggesting that more needs to be done to educate consumers about how NFC works.
This tallies with research published recently by VoucherCodes.co.uk which found that 55% of British consumers were unable to name a single mobile payment brand.
A failure to properly monetise its mobile platform has always been Facebook’s Achilles heel, so it’s no surprise that it has just acquired another mobile-based company.
Social gifting app Karma has become Facebook’s fifth mobile buyout so far this year, though the news was somewhat overshadowed by Friday's IPO.
It follows the acquisitions of mobile companies Instagram, Lightbox, Tagtile and Glancee.
Recommendations from friends are the most influential driver for UK shopping habits followed closely by consumer reviews, according to a new survey by Reevoo.
More than half of respondents (52%) said friends’ recommendations were influential, followed by consumer reviews (48%), advertising (24%) and advice from sales assistants (22%).
The survey also found that a massive 88% of consumers ‘sometimes or always’ consult a review when making a purchase, and 60% were more likely to purchase from a site that has customer reviews on.
If you are a frequent reader of the Econsultancy blog, you’ll be well aware that mobile is an extremely important channel for marketers.
The ability to target consumers anytime, anywhere, is a massive opportunity for brands and advertisers, so it’s no wonder that mobile marketing investment is predicted to triple in the next four years.
But in order to make best use of the opportunity, advertisers need to understand who is using mobile and what they are using it for.
The growth of mobile as a marketing channel has provided a massive opportunity for retailers to connect with their customers.
However, it has also created new problems for brands trying to offer a joined up, multichannel experience.
Google’s industry head of retail Rick Jones is tasked with helping brands use digital to create a single customer view.
I spoke with him at last week’s E-commerce Futures Conference to find out his opinion on delivering an effective multichannel customer experience.
The Information Commissioner’s Office will write to 50 top UK websites this week to find out what actions have been taken towards compliance with the new EU e-Privacy Directive.
During a press briefing last week the deputy commissioner and director of data protection David Smith declined to reveal which businesses were included on the list, but confirmed that site traffic was one of the criteria.
The websites in question will have 28 days to respond to the ICO’s letter.
While this may cause an administrative headache for the businesses involved, it will come as good news to many that the ICO does not plan to levy fines for breaches of the EU cookie law.
More than a third of consumers (36%) read marketing emails on mobile, according to new research .
According to digital agency Steel, this rises to 55% among 18-34 year olds, highlighting the fact that brands need to optimise their email marketing for mobile devices.
The stats are supported by a Knotice study we reported in April which found that 27% of emails are opened on mobile devices.
Steel’s report found that almost 40% of those who read emails on mobile said they did so if the subject line sounded interesting.