MOBILE APPLICATION AS AN EFFECTIVE TOOL OF INTERACTION WITH CUSTOMER
Subject/Topic The article is based on the results of desk and field studies, analytical material on the main aspects of using Internet marketing tools to interact with customers. The relevance of the research topic is explained by the fact that modern client is a fanatical devotee of electronic technologies who does not tolerate inconveniences, expects simplicity and high speed of service - oriented towards a personalized approach. With the growth of information technology the company has to search for the new effective tools of interaction with customers. In this regard, the most effective way to be closer, or so to say, "always at hand" can become such Internet marketing technology as a mobile application.Goals/Objectives To study and substantiate the features of using Internet marketing tool as the main element of communication channel with the target audience. Tasks: analysis of the mobile application market in Russia and abroad; identification of key market players; study of the basic purposes and directions of use of mobile applications; identification of the benefits of mobile applications based on a comparative analysis; development of recommendations on the use of mobile application as a communication channel with the target audience.Methodology The methodological basis of the study was the work of domestic and foreign researchers in the field of applying and development of mobile applications for the promotion of companies and interaction with consumers. The use of general scientific methods has made it possible to identify the main trends of the market, characterize the market players and highlight the main advantages of using mobile applications as a communication channel.Conclusion and Relevance In the course of the study it became possible to confirm the hypothesis: currently the mobile application is more effective Internet marketing tool of interaction with the target audience than the Internet site. From the received results of the study it is possible to conclude, that the use of mobile applications for attraction and keeping clients grows due to the growth of sales of smart phones and tablets. It should also be noted that the mobile application is much safer than site and has a familiar interface for consumers. Based on the results of the study, some practical recommendations on the use of mobile applications for interaction with customers were formulated.