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Top 5 mobile apps of 2011

This was the year of planning, testing and executing for brands and marketers. Companies looked to make their mobile applications not only engaging for consumers, but also easily discoverable in app stores.

This year marketers realized the potential of mobile applications and how they can further build an ongoing relationship with consumers.  

Here are the top five noteworthy mobile applications in no particular order.

Shazam
Shazam was once known as simply a music-identifying app.

However, over the past year the company has furthered its position in the mobile space and moved to bigger and better things.

Shazam has formed partnerships with companies such as Disney Parks, Calvin Klein, Old Navy, General Mills and Twentieth Century Fox.

Consumers can take out their mobile device during a television commercial, open up the Shazam app and interact with their favorite brands.

For example, Old Navy recently partnered with Shazam to let consumers shop for fashion items and get exclusive deals by using the Shazam application.

The app goes beyond letting consumers simply discover their favorite music and by throwing brands into the mix, Shazam is taking it a step further and connecting users with their favorite companies.


McDonald?s
Earlier this year McDonald?s rolled out its first official mobile app that helps consumers find the nearest restaurant, get nutrition information, check for employment opportunities and get the latest on the th company?s ongoing promotions.

The fast food giant has been ramping up its mobile presence especially in the mobile ad space and with the launch of the mobile app, McDonald?s is proving that mobile is an essential part of its marketing mix.

Although the app lacks a mobile ordering functionality ? maybe something McDonald?s will consider in the future ? it is a step in the right direction for the company.


SoBe
Sometimes a mobile application should be fun and in the case of Pepsi?s SoBe Try a New Look app the company?s main focus was just that.

The interactive app lets users experiment with a new look such as beards or animated accessories without the commitment.

The app lets consumers explore every flavor of SoBe while have a fun time doing so.

An app such as this one is a good way to get consumers engaged with a company?s products in addition to have them coming back and play with the application again.


H&M
H&M proved that it was committed to offering its customers a full-scale retail experience on mobile with a branded iPhone and Android application this year.

Consumers can stay on top of news and share their favorite pieces via the app.

Although the mobile app is not commerce-enabled, consumers can browse collections and find the nearest location to check them out in person.

With the release of its iPhone and Android applications H&M showed that it is important for a retailer to have a mobile presence ? whether it is commerce-enabled or not.

Consumers are always on their mobile device and to be able to interact with their favorite brands and retailers is important.


Facebook
Although Facebook?s iPhone application has been around for a while, the company has to be given credit for constantly staying on its toes and aiming to provide users with the best user experience possible.

This year Facebook changed the user interface for its iPhone application to make it simpler for its members to navigate on their mobile device.

Facebook has been a constant innovator in the mobile space over the past year is showing that mobile is an integral part of its overall strategy. 

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York