Our lives are becoming increasingly digital. With mobile now accounting for approximately 10% of our media consumption, our phones are occupying a more central role in our lives. In response to the steady rise of mobile usage, marketers are allocating more of their marketing budgets to mobile. Whilst it is certainly true that mobile is a marketing gold mine, many marketers fall into the trap of assuming that mobile marketing is limited to display ads and text messaging ads.  This is simply not the case. I personally find display ads and text messaging ads to be intrusive, disruptive and uninteresting. The moment I see an unwanted text from a brand, I automatically switch off and lose interest. What many marketers have yet to realize is that the true potential of mobile marketing lies in apps, not ads. The beauty of branded apps lies in the fact that consumers don’t perceive them to be advertising. People use apps for a variety of reasons – for entertainment, functional, or social purposes. Whatever the reason is, one thing …