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Brands utilizing mobile apps to market their brand are increasingly on the rise and have become more of a cog in the digital marketing wheel. Creating an app extends a brand’s reach and customers are able to experience the brand in a more intimate way with their mobile device being always at arm’s length.

Chief Marketing Officers need to be absolutely certain that all apps which present their brand are identified to ensure they stay on the brand’s message. This includes third party apps.

It is very fortunate that unlike the web, it isn’t that difficult to secure your brand’s app. I’ve included a few tips below that can empower CMOs and the brands they direct to reduce the risk from mobile apps, and in many instances cutting the risk to zero.

#1
Be Aware of the Threats

Whether a brand’s official app is already launched and is widely used or is still going through the brainstorming phase and is on the app drawing board, Chief Marketing Officers need to be aware of the threats and to always take note that a brand’s app is a source of potential risk to its customers, reputation and most importantly to the brand’s bottom line.

Malicious third party actors can take mobile applications of authentic brands and alter them, putting personal data of the brand’s customers at risk by inserting malware into them. Monitoring your brand’s app is a necessity to not only protect your own brand but also to protect your own customers.

#2
Search Mobile Apps that Present your Brand

Brand marketers who are considering creating a mobile app that services their customers, it is more than fathomable that others have also considered it. It is highly probable that these third party apps have already created and launched apps that represent your brand in some shape or form and target the same customers you do.

CMOs must ensure that all third party apps that mention their brand are recognized, analyzed and comprehended. Those apps that are identified can push an authentic app down in the app store’s selection of applications that are available for download, but they can also wreak havoc on your brand by presenting your potential customers with shoddy apps that provide terrible user experiences.

In these cases, your brand’s reputation is at stake and at worst the user will drop the app and your brand altogether. Even worse, the apps can be infected with malicious malware that can take advantage and steal your customer’s information and even steal their identity.

#3
Widen the App Stores you Monitor

Many CMOs fall into the trap of just monitoring the official app stores, but they are so many more credible and uncredible app stores to monitor. App Stores such as Amazon’s app store for Android, AppBrain, CNET, Handango and others just scratch the surface. These stores can potentially be the source of apps that threaten yours. New stores are always popping up. In order to protect your customers fully from these threatening apps, you need to monitor as many of them as you can.

To wrap it up, to make sure that your brand’s apps are safe for your own brand and customers shopping increasingly using apps this holiday season, start by following the three tips mentioned above. Have a safe and joyous holiday season!