Diego Meller, Co-Founder Jampp
A strategic data collection plan can provide valuable insights regarding the way people use your app, which is instrumental in improving user experience, marketing actions and app monetization.
For any app marketing strategy to succeed you need 3 things:
- A great app
- An understanding of how people use it (or a usage funnel).
- The ability to target users based on their behaviour
All three require an effective App Data Collection Plan, so where do advertisers usually go wrong? Continue reading
Peggy Anne Salz, founder of MobileGroove
Marketers have long recognized that mobile — because it is location-specific, contextual, timely and immediate — is supremely well suited to deliver brand messages. Mobile has therefore become a channel where consumers are accustomed to, and even demand, personal, two-way communications.
At the same time, we are witnessing an avalanche in the number of mobile apps triggered by unprecedented growth in smartphone adoption and usage globally and the rapid uptake of tablets, devices pegged to outpace PC shipments by the end of the year. U.K.-based boutique mobile telecoms analyst firm Portio Research, for example, estimates the number of annual app downloads will top 200 billion in 2017, up from 82 billion in 2013. Gartner is even more bullish. It expects app downloads will soar to 269 billion in 2017, up from 102 billion in 2013.
While all app categories report significant growth, market reports from app analytics company Flurry reveal that growth in leading app categories such as Games and Entertainment is cooling down while demand in new and niche app categories (such Education, Fitness/Wellness and Productivity) is heating up.
Connect the dots, and people have become aware they can do more with mobile apps than play games or consume entertainment content. While Games will no doubt continue to be an important app category, the advance of utility apps, released by companies eager to be ‘the brand in the hand’ of their customers, will have a seismic impact on the apps consumers use and the user experience they expect — even demand.
Add to this the fact that 80% of mobile users’ time is spent on mobile apps and it is difficult to find a more compelling case for marketers across all verticals — not just consumer-facing brands — to use apps to connect with people across the entire customer lifecycle. Continue reading