I have been a long time advocate of analysis of the mobile acquisition funnel. I wrote about this as long ago as 2012 and my first encounter was in 2009. Things haven’t changed in some ways this area of retention has become more important.
Salesforce have a new useful article and infographics on Mobile Analytics Tools: Your Guide to What and How to Measure.
MobiForge is reporting that 68% of digital media time is now spent on mobile devices. 50% of digital media time is dedicated to using mobile apps.
As the article says, this is leading to the situation where the smartphone experience might be considered the first and primary platform. However, conversion rates are lower on mobile (3.89% desktop vs 1.43% mobile) which means we have to think harder how to retain mobile users.
I believe the poorer conversion rate is partly due to the smaller screens and shorter attention spans on mobile. While there’s little that can be done about this, we can add and promote features that allow users to save or share things for later when they are viewing on larger screens or have more time.
FIPP has a free Content Trends report (pdf) that, while aimed at magazine media, has some useful insights for mobile developers.
The first surprising statistic is that 9 percent (137.7 million) of Internet users worldwide are smartwatch owners…
It’s also interesting that smartphones and tablets are taking over desktops/laptops in all types of use. There’s no one genre that people prefer on mobile or desktop…
Social media is a growing and influential source of traffic referrals. FIPP recommend that publishers don’t just invest in Facebook pages and Twitter handles but actively invest in social media strategies to drive traffic to content and brands in order in drive growing revenue.
This data tends to suggest smartwatches are not a short-lived fad and need to be taken seriously. Organisations need to take mobile seriously if they aren’t doing so already. Finally, the key to marketing your mobile content is probably via social media strategies.
About to publish an app? Already published an app and need to get more installs? There’s a free app store optimisation event, ASO Barcamp 2 coming up in London on 1st October 2015.
If you want to know what to expect from this event or want to start learning now then take a look at the previous event presentations that cover the following topics…
You can book free tickets for the next event via the ASO Barcamp site.
The Mobile Academy blog has lots of tips for startups. For example, last week there was an excellent post on 10 Tips to Market Your App for Little or No Money. It’s great to see some pragmatism and realism in this article. One of the problems with some high level advice and development best practice is that it comes from people in larger well funded companies. It often assumes you have infinite development effort and funding. In the real World of the long tail of tightly funded apps, the harder decisions are often associated with compromises to ideals.
Also take a look at the Mobile Academy post on insights from an audience with Russell Buckley. The first point is “If you haven’t read The Lean Start-up, you should”. I would go so far as to skip this book and read the much more pragmatic and actionable “Running Lean” authored Ash Maurya that’s part of the Lean series by Eric Ries – author of the original book. Ash takes Business Model Generation (mentioned in my Mobile Development Primer) and has developed a Lean Canvas.
The gist of the Lean Canvas is to document your plan, identify the risky areas and create lean experiments to exercise and evolve the plan.
The next Mobile Academy starts 1 October in London, a collaborative course that gives a grounding in mobile business and design.
Although I wouldn’t normally associate Adobe with mobile, they have a great blog on Mobile Marketing. There’s a recent article on Day to Day Operations of Mobile App Store Optimization (ASO), details on From Development to Marketing: An App Roadmap for your Business, tips on Jumping the Hurdles to Effective Mobile Marketing and Mobile Marketing: Covering The Basics.
Marketing tends to be done too little too late. It’s easy to concentrate on the more immedate challenges of creating an app rather than thinking about how to get it into users hands.
However, also think about retention. Another recent article on re/code, as it happens based on Adobe data, shows that Mobile Apps Have a Short Half Life; Use Falls Sharply After First Six Months:
FirstPartner has a new free (registration required) Mobile Marketing Market Map that clarifies the mobile advertising ecosystem. It covers areas such as audience, contextual data, cross-screen targeting, analytics, attribution, acquisition, monetisation, proximity marketing, permission based messaging, loyalty and couponing.
Recent research by the UK’s IAB reveals that (UK) retailers are struggling to have a mobile accessible offering. However, mobile is a lot more than just having a catalog and purchasing available via mobile. As Google and M/A/R/C Research recently showed, retailers need to also use mobile to get customers to the store and keep them there.
The problem is that it can get costly. One way to cut the costs and complexity is to look for a white label solution. Movanta’s Lassi is one such solution that I happen to have recently ported from iOS to Android. It’s a sophisticated solution that provides pushed offers, geofenced offers, a noticeboard, loyalty via barcoding ‘stamps’ and mapping of store locations together with measurable results via extensive reporting.
The last two solutions I have created for clients have happened to both be white label. Such solutions provide interesting opportunities, for startups/entrepreneurs, to sell the same thing lots of times. Even within white label there are different degrees in which an app can be ‘labelled’ from re-implementing the UI for each client to just having one that that’s dynamically re-skinned. The art, or tricky bit, is choosing the right level of customisation for end clients without the whole thing becoming too complex. Coding up a dynamic skinned app isn’t as trivial as a normal app because it’s often necessary to change look/feel/colours of screen elements dynamically rather than statically. This takes a lot more coding using APIs that are more obscure.
Another thought. If you already have what you believe to be a great app but are having trouble selling it, you might be able to think about a pivot to white labeling so that others can use your technology while providing you with an alternative source of income.