Join our mobile app strategy experts from Lumosity and Leanplum in this live webinar for help understanding key learnings from the past year — and what you need to be on top of for 2016.
As we head into a new year of tech and inevitable changes, the state of mobile continues to advance unabated. We’re video messaging with friends through Skype, hitching a ride instantly with Uber; finding which roads to avoid on Waze, and booking last-minute hotel reservations via Hotel Tonight. In mobile commerce, recent breakthroughs in image recognition are making it easier for our smartphones to deliver instantaneous service to us, such as buying specially-marked products within seconds by simply waving your phone over it.
But it’s not just that mobile apps are changing the way users view their mobile devices. For mobile app publishers, it also means significant changes in acquiring and engaging users. Using bare-boned demographics to target customers won’t cut it anymore. If you want to effectively engage with your audience, you need to go beyond preconceived notions and use vital in-app behavior data to segment them.
Ask yourself this: What do my customers want to hear? If you’re sending them irrelevant content at the worst possible time, they won’t waste a minute on you or your ads — and may even delete your apps. However, if you’re using personalization to deliver relevant content at a time that is essential to your user, you’ll have their undivided attention. But personalization also has its risks: while it’s a superior way to engage your audience, appearing to know too much about a customer will create an impression of an Internet creep — and there goes your brand’s trust.
Also, personalization will only go so far — a bad app user experience will frustrate any potential longtime customers from using it again. What exactly can your business provide in the very first instance that will make your audience want to download your app — and keep it installed beyond the first day or week?
And if your business is lacking the necessary tools to track and optimize for tech-savvy millennials, then it might be time to invest. App analytics are the gateway to discovering the great unknown about your users, but navigating the vendor landscape can lead to massive confusion.
There’s also advertising to consider, as picking the wrong mobile advertising partner may lead to fraud. According to Adweek, mobile fraud is on the rise as 34 percent of programming traffic was deemed fake, 12 percent was considered high-risk, while 22 percent of impressions appeared suspicious. Your business won’t go anywhere if all your user engagements are artificial.
This barely scratches the surface of what marketers and businesses need to consider when finalizing their mobile app marketing strategy — sign up and learn from the top practitioners which strategies succeeded last year and which ones crash and burned. Gain insight on the most effective ways to engage your users, while avoiding the mistakes that chase them away — and make sure you are well prepared for whatever 2016 may offer.
This post is sponsored by Leanplum.