Mobile app engagement is often a neglected subject for a brand’s mobile app strategy. Brands have rushed to build app(s), but failed. With over 25% of apps (according to Google) which are uninstalled and never used again. The myths about app engagement could be attributed to a brand’s failure to building a successful app overall. In this blog post, you’ll see a breakdown of the 3 main myths about mobile app engagement.
Myth #1. Mobile sites are better investment than apps
Not exactly. We spend more time in apps (90%) than any other digital channel like desktop and mobile sites, according to ComScore. However, Morgan Stanley states that, “US mobile browser audiences are 2X larger than app audiences across the top 50 mobile sites and have grown 1.2X faster over the past 3 years.” The bottom line is that you need BOTH an app and a mobile optimized site. The differences are broken down into “time spent”, vs “traffic” with mobile browsers and apps respectively.
Myth #2. App downloads or install rates are the most important KPI
Wrong. App downloads are not the most important KPI to measure for your mobile app strategy. While it is important to have an app advertising strategy (how to get your app marketed in the busy, overcrowded app stores) and getting downloads, building up a solid mobile marketing & engagement strategy is also fundamental to winning new customers and fueling your overall omni-channel strategy. There’s a 25% chance according to Google that users will never use your app again, and the reason why users abandon apps lies in the fact that you’re not engaging them contextually.
Myth #3. Marketing automation platforms offer mobile app engagement
No. While it’s true that marketing automation platforms play a fundamental part of your overall marketing, mobile engagement platform are different. Let’s compare. Marketing automation platforms offer email marketing, lead nurturing, web content management, etc. however, they’ve barely skimmed the surface of delivering successful mobile engagement through apps. Instead, mobile app engagement platforms are blazing their own trail. Apps are an entirely different digital mean than a website and will never 100% function or offer the same user experience as a website. Also, apps are no longer categorized as a siloed channel where only the IT or technical teams are involved. It is a channel that must be cohesively managed by many departments including marketing. The challenge is, how can brands engage their mobile first customers and drive mobile loyalty or high app retention rates? Or how can marketers gather actionable data about their users and audiences in order to engage them with hyper context by delivering them relevant offers and exceptional and personalized mobile experiences? The answer lies in the right mobile app engagement solution, MobileBridge.
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