National App Day: Why Apps Matter in Digital Marketing

Whether you’re snapping a selfie for Instagram, streaming your favorite playlist, or networking across the globe, apps have become essential in our everyday lives. National App Day, celebrated annually on December 11, honors the incredible world of mobile applications that have revolutionized how we communicate, work, shop, and entertain. Let’s take a deeper look into the world of apps and their role in digital marketing.

What Are Mobile Apps?

“App” is short for “application,” a term originally used to describe software that performs specific tasks. Mobile apps are programs designed specifically for smartphones and tablets, they allow us to do everything from playing games, finding jobs, reading books, shopping, tracking our fitness, and booking travel. Most of them are built to leverage the unique capabilities of mobile devices, like GPS, cameras, and sensors. In 2022, consumers worldwide downloaded 255 billion apps, a testament to their growing importance in daily life. New entrants like Threads have rapidly gained popularity, meanwhile, popular ones like TikTok and Spotify maintain massive user bases.

According to Apptopia, here are the top downloads of 2024:

• Social Media: Threads, TikTok, Instagram, Facebook, Snapchat
• Shopping: Temu, SHEIN
• Video Editing: CapCut
• Entertainment: YouTube, Max (HBO), Roblox
• Music & Podcasts: Spotify
• Communication: WhatsApp, Messenger, Telegram
• Finance: Cash App
• Why Apps Matter in Digital Marketing

From a digital marketing perspective, apps are more than tools—they are platforms that help businesses thrive. In fact, according to the Digital 2024 Global Overview Report from We Are Social, the number of global social media users exceeds 5 billion, reflecting how integral these apps are to daily life and marketing strategies. Social media applications like Instagram, TikTok, LinkedIn, Twitter, and Facebook play a critical role in building online communities. They enable brands to connect with audiences, foster engagement, launch campaigns, collect real-time feedback, track audience behavior, and share content that resonates.

What Would Happen If Apps Didn’t Exist?

Social media apps do more than connect people, they empower brands to build communities, drive leads, and deliver personalized marketing campaigns. These platforms enhance user experiences by offering convenience, speed, and tailored content, all while improving ad effectiveness and boosting conversion rates. But what if apps never existed? How would businesses and consumers navigate a world without the seamless digital tools we rely on daily?

Without apps, the way brands interact with audiences would be fundamentally different. Businesses would rely heavily on websites and email marketing as their primary digital channels. Websites would remain essential for online presence, but users might engage less due to the absence of instant purchases, push notifications, and real-time communication. This could fragment the customer journey and potentially reduce digital engagement. Additionally:

• Smartphone Functionality: Devices would depend more on web-based tools and SMS for communication, lacking the seamless integration apps offer.
• Shift to Local Business: Local storefronts might see a resurgence as digital conveniences like online ordering and mobile payments would diminish. Statista reports mobile commerce drove nearly 73% of e-commerce in 2023—this could decline without apps.
• Consumer Behavior Changes: Brand discovery and engagement might shift back to in-person shopping or traditional media, altering marketing strategies significantly.

On an economic scale, the absence of apps would lead to a significant loss in revenue and employment opportunities. Today, the global app economy generates over $500 billion annually, with sectors such as e-commerce, gaming, and social media heavily dependent on app-based revenue streams. The app ecosystem also supports millions of jobs, from developers and UX designers to marketers and customer support teams. In the U.S. alone, app-related employment reached 2.2 million jobs in 2023. Without apps, many of these roles would either shift to other industries or disappear entirely, impacting innovation and limiting access to global markets. This shift would ripple across economies, reducing opportunities for both businesses and consumers.

While the absence of apps might lead to a world where things simply function differently, it wouldn’t necessarily be a negative shift. The reality is that apps are firmly integrated into our daily lives, and with the right strategies, businesses can unlock their full potential. National App Day serves as a reminder of the incredible advancements we’ve made in the digital era. From simplifying everyday tasks to fundamentally transforming how businesses engage with consumers, apps have become indispensable tools for success. As technology continues to advance, the role of apps will only continue to grow, offering businesses and any Digital Marketing Agency even more innovative ways to connect with their audiences and drive success.