• eMarketer, Wednesday, January 15, 2014 2:53 PM

What's the best way to communicate with customers? Data from Forbes Insight and Adobe suggest that 87% of brands point to mobile apps. Customer service and support follows with 79%, per eMarketer. Telling consumers about a product through a mobile app also remains important, along with building a relationship and supporting events. Some 31% said the role of a mobile app during the purchase cycle was to retain customers, while 28% said apps play a key role at the purchasing stage, and 22% said this is critical at the consideration stage of purchase. Some 18% said it helps to create product awareness.

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