Category Archives: Apps

Why Do People Download an App?

Yesterday, we posted an article on how consumers find out about apps they have recently downloaded. Today, we’ll go over information that will help you with the next step in your mobile strategy, Why people down an app.

download● 33% of people downloaded because the app was recommended by others
● 31% thought the app sounded interesting or fun
● 24% downloaded because of familiarity with the company or brand
● 18% said access to exclusive rewards or discounts through the app was the reason
to download

What Does This Mean To You?

Your social reputation and social strategy is very important to whether your app gets downloaded or not. Hopefully you are utilizing social recommendations, likes and positive reviews to promote your business. The same tactics you use to garner those can be used to collect recommendations for a mobile solution. Start with your loyalty program. Offer some of your most loyal customers special incentives to try the app . Get their feedback and use positive feedback as promotional material. The negative feedback is good too. Use it as a measuring stick for things you may want to alter before releasing it to everyone.
Make sure your description of the app is not to dry. Remember that description is a selling piece. Create an offer that is worth using. A bad offer is worse than no offer at all.  For more information in creating action with existing customers, please contact:

amfiala@gmail.com

Sources: MarketingCharts.com; Ipsos MediaCT

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How Consumers Learn About Apps

Over the past few days, we’ve posted information on the importance of mobile and apps are to small businesses. One of the biggest concerns among SMBs without a mobile solution is that they don’t know how to build a mobile app. Before embarking on any new tactic, you need to develop a marketing plan. Spending time and money to create something without figuring out how you are going to attract an audience to it will likely cost you a large amount of time and money on the back end. A recent study shows how consumers find out about mobile apps. This type of information is key to developing a successful mobile app strategy.

shutterstock_100334786● More than half of all consumers said they learned about an app they downloaded from friends, family or colleagues
● 40% found apps through browsing through an app store
● 27% discovered apps through search engines
● Nearly 25% said they learned about a download app from the company’s web site
● Just over 20% said they found out about an app they downloaded from the Television

What Does This Mean To You?

A majority of people found out about apps from the people around them.
This cyclical situation means that you definitely need an audience
development strategy.

Before developing any marketing plan, you need to ask yourself 2 questions:
● Who is my target audience
● What are my objectives/goal for this project or campaign
Both of these need to be actionable. That means that everyone is not a target
audience and make money is not a quantifiable objective.

In the case of spreading the word about an app. Start with telling consumers what the value you is. Sell them on the why, then tell them the how.
Promote it through your current loyalty programs and through social presences.
If you are a physical store, create signage promoting that you have a app.
Don’t forget about your current web site, create a direct link from your page to
whatever download portal you are using. It might be a good idea to create a
micro site to promote your app. Talk to your web developer about adding tags to
that site to drive specific app publicity traffic.
Once you’ve created a buzz, the next hurdle is getting people to download it.
For more information on creating a strategy to increase your visibility and
profitability, please contact:

amfiala@gmail.com

Sources: MarketingCharts.com; Ipsos MediaCT

Mobilizing Small Businesses

Recently, we posted information on how small businesses are missing out on consumer’s shift to mobile. Nearly 80% of SMBs said they do not have a mobile solution. Nearly 85% of non-mobile small businesses said they plan on having some kind of mobile solution in the next 3 years. With that in mind,, we’ll look into the factors that small businesses should be cognizant of when creating a mobile solution.

shutterstock_87972136● Half of all non-mobile businesses expect to have a mobile solution within a year, 22% said that they will be focusing on mobile in the next 1 to 2 years and 14% said it will be at least three years before they could implement a mobile solution. 16% said they would never invest in mobile
● The biggest factor that businesses investing in mobile should consider is device and platform capability – 60% of currently mobile small businesses answered this way
● Nearly half said that the ease of content authoring and content management was very important
● 46% said that personalization and easy customization should be considered
● 38% indicated that integration of external social media platforms was key
● Almost one-third remarked that CRM integration was vital to a successful mobile solution
● 22% said that adding video capabilities was significant and another 22% thought including push notifications was important

What Does This Mean To You?

There is no slowing down mobile. The technology continues to evolve and consumers are becoming more dependent on it. It more than just consumers use it for shopping, consumers mobile for virtually everything.
● The average US consumer uses a mobile device for over 8 hours per week
● The US smart phone owners have an average of 36 apps on their device
● Only 25% of apps are used on a weekly basis
Creating a mobile app is the first step, getting consumers to find the app, download the app and use the app is another challenge.
That’s something we’ll discuss tomorrow. For more information on increasing the visibility of your business, please contact:

amfiala@gmail.com

Sources: eMarketer, Edurance; MarketingCharts.com

Are Consumers Making In-App Purchases?

The age of the mobile-first consumer is here. Over the past four years, mobile technology has forever changed the way consumers discover, research, purchase and recommend products.
Apps are one of the most popular mobile platforms. On average, consumer has nearly 30 different apps on their smart phone. But are they making purchases in these different apps?

free-shopping-apps• One in three consumers use retail apps on a weekly basis
• Less than 20% of retail apps provide in-app purchase
• 54% of mobile users said they were not interested in the ability to make in-app purchases
• 20% were interested in the ability to make in app purchases
• 4% of mobile users have make in-app purchases on a daily basis and 7% make those purchases on a weekly basis
• Under 10% have made in-app purchases on a monthly basis

What Does This Mean To You?

Consumers love their apps. Nearly 90% of mobile media time is spent through apps.  While nearly 55% of consumers said they are not interested in make in-app purchases, which will most likely change. Look at it this way – less than four years ago, there was research showing that consumers were not likely to use their mobile devices to go online or shop via mobile device.
Then mobile shopping exploded during the holiday season three years ago.
Does this mean that consumers will soon flock to making purchases in-app?
Maybe, Maybe not. But with so many consumers, spending so much time on apps, it’s a good bet that in-app purchasing could be on the rise. The other factor that could influence in-app purchasing is beacons and disruptive notifications. Beacon technology and the “internet of things” is bound to be the next wave of mobile engagement. Look for beacons to become much more common this holiday shopping season. For more information on how to maximize your mobile offerings, please call:

Al Fiala
amfiala@gmail.com

Source: eMarketer; 451 Research; Forrester Consulting; L2 Think Thank

Where Mobile Users See Ads

Last week, we posted information on the mobile functions that consumers use most. Knowing the activities that potential customers engage in on their mobile devices can help you create more effective campaigns and help you develop more engaging tactics. Today, we’ll look into the places people tend to see ads on their mobile devices.

shutterstock_111684566● Over 80% of adults said they have noticed ads on their smart phones and tablets
● Nearly 60% said they saw advertising in apps that they regularly use
● One in three reported that they noticed ads on video websites
● 26% said that they saw an ad while visiting a retailer’s site

What This Means To You

Consumers are conscious of advertising across all the platforms they utilize. For the most part, they don’t find advertising content intrusive. Noticing an ad is the first step towards recall and purchase intent. If a consumer didn’t notice ads, it could be a tree falling in the forest situation.
Inside apps is the place where a majority of consumers notice ads. Also, it’s a great place to reach a targeted consumer. Targeting could take place through demographic, lifestyle, or purchase behaviors. If you are interested in promoting your brand inside apps, go beyond apps that are just product based. If your brand is in the health marketplace, don’t just investigate health related apps. Are the majority of your customers women, look at apps that are target towards content for women. Are you at a price point that would be more likely put your product in the hands of affluent consumers, look for apps that are targeted toward professionals. Targeting can take place on many levels, the key is make the ad relevant to the audience. The more relevant it is with prospective shoppers, the more likely they will be to use your product. The same argument for relevance can be made with prefill video on video websites. Look for opportunities to target via video categories.
For more information on finding your target audiences and the most effective ways to put your message in from of them, please contact:

Al Fiala
amfiala@gmail.com

Sources: Decision Fuel; eMarketer

Types of In-App Marketing Tactics

In yesterday’s post, we looked at in-app advertising and user preferences. Today, we’ll look at the types of in-app ads consumers find acceptable. The more accepting consumers are of a form of advertising, the more likely they are to use and rely on it.

shutterstock_95561476● Nearly 85% of consumers found In-app ads that provide rewards to be acceptable. In fact, 42% said it was very acceptable
● 76% said that small banner ads were acceptable. 27% said they were very acceptable
● Less than 20% of consumers found full screen ads to be acceptable. Almost 40% said they were very unacceptable
● Less than 15% said that full screen video ads were acceptable. Half said they were very unacceptable
● 73% of consumers said products/brands that had reward based in-app advertising reflected that they were a quality brand
● 66% said they viewed products/brands featured in reward based in-app ads with respect and over half said that it made the brand look more modern. 50% of consumers said they looked at products featured in rewards based in-app ads as premium items

What This Means To You

Yesterday’s post showed just how big the in-app ad market could be. To take full advantage of that market, providing users with rewards is important. The good news is that it also gives you opportunity to gain more information on potential customers. Whether the rewards are for loyalty points, discounts or even free shipping, take the time to ask a few questions. The more you know about a customer the deeper your relationship will be. By simply asking for their birthday, and then sending them an ecard on their big day, you’ll probably earn a new customer. Keep the questions short and let consumers know that you will not share their information, And then, and this is important, don’t share their information. For more information on increasing revenues through customer intelligence, please contact:

Al Fiala
amfiala@gmail.com

Sources: eMarketer; IPG Media Lab; Marketingcharts.com; Mashable

In App Ad Acceptance

Consumers are app addicted. On average, people spend roughly 30 minutes a day interacting with mobile apps – roughly 15% of their total time on mobile devices. In the past year, time spent on apps has increased by 30%. With so much time spent using apps. They could be a great place for to you to put your messages.

shutterstock_86181751● On average, US consumers has 33 free apps on their smartphone – 25 of which are free
● US consumers have 25% more apps downloaded onto their smart phones than the average global mobile user
● Nearly 70% of consumers prefer in-app ads that do not interrupt app usage
● Over two-thirds want rewards for interacting with in-app ads
● Half of consumers like to choose from a gallery of ads in their apps
● 47% would like to receive location based in-app offers

What This Means To You

Whether these apps are for games, shopping, information or communication, consumers are highly engaged with them. Because so many apps are based on either lifestyle or demographic focused, they can give you some incredible targeting capabilities. The survey data collected also point to one thing you should avoid at all costs – interfering with the users app experience. For more information on leveraging your brand through mobile, please contact:

Al Fiala
amfiala@gmail.com

Sources: eMarketer; IPG Media Lab; Marketingcharts.com; Mashable