Apps are huge right now—as in asteroid-plummeting-to-Earth huge. They started on phones, and have quickly expanded to televisions. Who knows where they’ll wind up next? The reason for their popularity is well, simple. Meaning they’re simple to use and help simplify tasks like finding a restaurant or keeping up on the latest news. Companies are developing more than just useful programs. They’re finding new ways to market their business in an organic way.

For example, let’s say the brand is Miracle-Gro. Wouldn’t an app that reminds you to water your plants be helpful? Yes, and it would illustrate that the company cares about the health of your plants and how happy they make you feel. It helps position Miracle-Gro as an expert in plant care. And while the app should only be about watering plants, if you wanted to go further, then Miracle-Gro has a website, products and answers for you.

Do apps like MasterCard’s ATM Hunter, Weber’s On the Grill, Vans Hub by Genwi LLC, or myStarbucks need to exist? Absolutely, and they should be the best in their category. The consumer can be engaged anywhere, not just in your store or when using your product. They are now actively sharing in an experience when they need you. This is a big payoff because it is hard for customers to let go of brand relationships when they become connected in new and emotional ways.