How To Ensure Mobile App Success

Why Mobile Applications Are The Future:

Today, more than ever, people order goods online thanks to the ubiquity of smartphones and tablets. Studies from the Interactive Advertising Bureau and Viggle (IAB, 2018) show that whether you’re stuck in traffic or at the bus stop, you can place an order quickly and easily, as opposed to traditional methods of waiting to log on at home or make a phone call.

Additionally, online ordering is totally 24/7, which allows online retailers to rake-in revenue at anytime, anywhere. This also grants your customers the flexibility to place orders whenever is convenient for them, even outside of the company’s specific, and often limiting business hours.

What are the risks and challenges marketers face creating and launching a mobile application?

The biggest challenge for app developers today is staying relevant. Do you want to stay in the app stores top 100 apps for a long-standing chance? Or rather peak at three months with an average of 76% loss of consumers (Wang, 2018).  Retaining the customer base rate is crucial to the success of your app.

How marketers can approach the ‘issue’ of getting people to use their apps?

A new study conducted by Google and Ipsos  (Think with Google, 2018) has found how consumers discover and engage with mobile applications.

Mobile applications are an integral part of daily life, people now spending an average of 30 hrs/ month on them according to Nielsen, “Smartphones: So Many Apps, So Much Time,” July 2014.

Mobile apps are a seriously powerful way for brands to build deeper, long-term relationships with their customers, and this is especially true for apps that take advantage of mobile app marketing- an advertising medium that can complement a brand’s offline experience, drive e-commerce or simply help connect a brand with loyal or new customers.

Approaches to better your mobile app:

How, exactly, can brands tap into these vast app-consuming audiences? A study conducted by Ipsos and MediaCT, 2018, surveyed 8,470 people with smartphones who had used apps in the last week, uncovered new insights about what drives a consumer to install and engage with mobile apps. The study concluded that one in four installed apps are never used. As app developers, we must ask- what makes clientele abandon an app?

A number of Marketers may assume that these lost consumers have found a new replacement app- Indeed, 40% of these people actually do. However, what about the other 60%? There are other ways for mobile apps to be discovered and this could be the major trick marketers are missing to stay relevant and retain their consumer base.

People are discovering new apps in a variety of places, be it a sponsored YouTube video, surfing a mobile phone browser, or outright advertisement on Facebook or Instagram. Search is one of the major sources of app discovery.

As an example: Someone is looking for cheap and healthy food snacks on google, and so type in “healthy food snacks delivered.’ They thus discover an app that fits such exact criteria and delivers these goods straight to your door. They download the app and then look to see the available product range.

Discovery through a search engine is particularly prevalent.

Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (UK) May 2016

How to get your app noticed:

Mobile app install campaigns are a great way for to achieve this- through a marketing campaign, your brand is able to reach a broader audience while they are looking for an app like yours. For more information and examples of this process in motion, click here!

App engagement, and more crucially, re-engagement,  is essential, as app users tend to lose interest quickly in our fast-paced world. A study conducted by Ipsos revealed that two in three will use an app frequently if it simplifies their lives. The earlier example app that delivers fresh, healthy food straight to your doorstep exemplifies this.

It is still true, however, that apps can still be abandoned after the first transaction, as 38% of people surveyed (Think.storage.googleapis.com, 2018) said they’re likely to download an app when it’s required to complete a purchase. Once that is completed, half will uninstall that just-downloaded app and move on.

Google survey on the causes of app abandonment.

So, how can companies and brands ensure that their apps are not just used once but repeatedly? They have to prove the value and utility of the app

App users need an incentive to re-engage with an application that they’ve previously abandoned. 30% surveyed by (Wong, 2018)  say they would start using an app again if they were offered a discount towards a purchase or received exclusive bonus content

Re-engagement drivers for app use:

Source: Ipsos, 2018

Marketers and brands that are able to successfully engage with their audience at the right time, and with content that’s relevant to them, can keep their connection to app users alive.

Below are some other examples that app marketers can do to help ensure the activation and awareness of their app.

QR code scanning via their online websites, or on visual billboards (e.g. advert by a bus stop)- so people can scan on the go and download the app straight away.
Another example of a QR code in a magazine, you can just be browsing through the magazine and download the app.
Twitter advertisements for your app download, a small description and appears linked to peoples searches and whom they follow.

 

 

 

 

 

 

 

 

 

 

Another example is Instagram advertising, appearing on anyone’s Instagram ‘feed’

 References:

Eater. (2018). The Food Delivery Sector Isn’t Slowing Down Anytime Soon. [online] Available at: https://www.eater.com/2016/6/14/11933880/online-food-delivery-market-data-grubhub.

Gloriafood.com. (2018). What are the advantages of online food ordering. [online] Available at: https://www.gloriafood.com/restaurant-ideas/advantages-of-online-food-ordering.

IAB – Empowering the Marketing and Media Industries to Thrive in the Digital Economy. (2018). Ordering Food Goes Mobile, According to Super Bowl Snacks Research from IAB and Viggle. [Journal] Available at: https://www.iab.com/news/ordering-food-goes-mobile-according-to-super-bowl-snacks-research-from-iab-and-viggle/.

Mulvihill, T. (2018). The best foodie apps. [online] Telegraph.co.uk. Available at: https://www.telegraph.co.uk/foodanddrink/foodanddrinkadvice/11319247/The-best-foodie-apps.html.

Think with Google. (2018). Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps. [online] Available at: https://www.thinkwithgoogle.com/consumer-insights/mobile-app-marketing-insights/.

Think.storage.googleapis.com. (2018). [online] Available at: https://think.storage.googleapis.com/docs/mobile-app-marketing-insights.pdf.

Wang, J. (2018). 6 Lessons in How to Build a Successful App. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/224013.

Wong, D. (2018). How E-commerce Brands can Increase Customer Lifetime Value | Conversion Ecommerce Academy. [online] Conversion. Available at: https://conversio.com/deep-dive/increase-customer-lifetime-value/.

 

 

 

 

 

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