Exploring the Potential of Mobile Apps

When done right, mobile apps can increase engagement, improve customer experience, and help to build better retention and brand loyalty. If not done right, they can be a drain on resources and a negative for CX. With this course, you will gain an understanding of the uses, benefits and potential pitfalls of mobile apps as you walk through case studies from leading retailers and businesses and learn the keys to determine where and how apps can fit into your overall strategy.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in mobile apps.

Course Outline

Lesson 1: The Case for Mobile Apps

    • Mobile apps vs. mobile web
    • Mobile moments in the customer journey
    • Why brands and retailers build apps
    • When mobile apps are done right
    • Examples of apps

Lesson 2: Considerations for Building a Mobile App

    • Things to consider when building a mobile app
    • How consumers use commercial apps
    • Beacons
    • Mobile app platforms
    • Costs and organizational requirements of building an app
    • Benefits to mobile web only
    • Pitching an app to senior management

Lesson 3: Mobile App Success

    • Driving awareness and downloads
    • App Store Optimization (ASO)
    • Key metrics to track

Estimated Length of Completion

Approximately 25 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



Matt Dion

Co-Founder, Edgacent

With a career spanning more than 20 years, Matt is a consummate thought leader in the areas of digital marketing, experience-driven commerce, commerce strategy, marketing, and business development. His unique insights on how executives can build digitally-enhanced experiences that unlock new value have been featured in TechCrunch, CMSWire, Huffington Post, Internet Retailer, Get Elastic e-commerce blog, Retail Online Integration, and Chain Store Age.

Matt is also a much sought-after speaker, having presented at Adobe Summit, Enterprise World, Digital Entertainment World, Luxury Interactive, Digital Hollywood, and others.

He has helped grow revenue and market companies such as Crystal Decisions (now SAP), Apparent Networks, and Meridex, and also served on the board of directors for Active State, 90 Degree Software, ACETECH, and INETCO Systems. Matt holds a Bachelor of Business Administration and Psychology from Simon Fraser University.