Launching your mobile application is not enough. It’s all about adoption.

Unfortunately, the saying “if you build it, they will come” doesn’t apply to mobile, and in order to ensure that your customers and/or employees will try, and continue to use your mobile application, you need to actively promote it, and even incent usage.

A comprehensive mobile strategy should include an adoption campaign to raise awareness of your mobile offering and the benefit it provides. Promote your application via your website and/or Intranet, and tie it into your social media messaging. Consider displaying signage within your physical locations, and be sure to include QR codes on those signs to make accessing the mobile application simple. Similarly, you should include info about your mobile app and QR codes on marketing materials and catalogs.

Zillow, a company who’s mobile apps have brought immediacy to real estate shopping, understands the importance of promoting their mobile capabilites across channels. The mobile banner, as seen below, is unobtrusive yet quickly calls your attention to the product, its rankings and supported platform (although they may want to also promote their mobile optimized web site as well).