Some of the companies are approaching the new mass communication channel through free-for-all communication channels. This strategy works for companies with small budgets, but long term success is rarely found in a free-for-all approach.
For a successful communication campaign you have to mix all the communication channels, taking in consideration the target, your location and the ROI, you need to have qualitative owned, paid and generated content, in different forms: text, video, audio. The use of the latest tools is very important in raising awareness towards your campaign.
Now, the integration of mobile apps in your communication mix could make the difference just like two years ago was the use of Facebook, Twitter or blogs. The mobile applications have the advantage of being at the user disposal all the time, always connected, even in the slow moments of the day. Through a powerful notification system the mobile app could become a better direct communication channel with your costumers on a territory that is much better controlled by you.
