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The fundamental appeal of branded, business-centric mobile applications is clear: Whatever your company does online can also be done on smartphones, which adds portability, location targeting and other cutting-edge technological enhancements to the mix.
The potential of mobile apps extends far beyond marketing. Sure, companies can leverage applications to promote their products and services, reaching on-the-go consumers looking for compelling places to shop or grab lunch.
But mobile apps can also support online purchase transactions, customer loyalty programmes, turn-by-turn directions and social media interactions.
