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Every day, people download apps however the reality is that a lot of them are never used or not even ever used. A new Google research, as well as Ipsos research, shows how users use apps and how they interact with them, and the ways brands can combat it.
Before you pour yourself a morning cup of coffee most likely, you’ve used a mobile application to get your day started. If it’s getting to an appointment, keeping track of your exercise routine, or making your coffee to your budget for the week One thing is for certain:
Apps have become an integral component of our everyday micro-moments with users spending on average 30 hours each month using their apps, according to Nielsen. 1 App plays an important role in those I-want–to-know, I-want–to-go, and I-want to-do moments.
They’re also a great way for companies to create more intimate relationships with their clients and especially those who make use of mobile app marketing. Marketing via mobile apps is an advertising channel that can be used to enhance an organization’s offline presence (in-store special deals such as) or drive online shopping or just enable a brand to connect with its faithful customers. Alongside mobile-friendly websites, mobile apps have become increasingly important to customers as well as marketers.
How can companies best reach these huge app-consuming users? To discover how consumers are making use of apps we conducted research in conjunction with Ipsos MediaCT. We surveyed 8,470 users with smartphones who had downloaded apps within the past week, we found new data on what drives users to download and interact through mobile apps. For instance, one out of four apps that are installed is not utilized, as per our study. What is the reason that causes users to stop using the application?
We’ll explore these data points to help you create an effective mobile app marketing strategy. Two key elements of that strategy are increasing the awareness of your app as well as keeping your app’s audience engaged.
Mobile App Marketing Strategy #1: App discovery doesn’t just happen through the app store.
Marketers could assume that customers go to the app store to download new apps. And a large portion does. In reality, 40 percent of smartphone users look for apps through apps stores. App stores are still a preferred method to discover new apps, from the most recent in gaming, music streaming, fitness tracking, and more. App stores aren’t the only method to find applications, however.
People are discovering apps in a variety of scenarios when using their phones–whether they’re using the app, searching for an app they’re interested in or watching a YouTube clip, or surfing the internet on mobile devices. Search is the most important source to discover apps, as per our study: One out of four app users discover the app through searches. For instance, an employee needs to travel to Miami at short notice and is looking for accommodation. He goes to Google Search to look for “hotels in Miami” and discovers an app that provides local hotel rooms as well as a short-term rental. As he is a frequent traveler and a frequent traveler, he decides to download the app in order to plan his trip.
The search engine’s discovery feature is especially common for local apps, just like the technology (looking for reviews on new gadgets for example) or travel (such as confirming the details of a trip) categories. For these 3 categories, individuals are 26 percent (local) (59 percent (tech), and 30 percent (travel) more than the typical user to search for the apps they want to find.
Get involved to make your app searchable everywhere, even in searches.
Users don’t just use search engines to discover new apps. They also download apps based on ads on search. These are among the most efficient advertising formats to drive downloads of apps: Of the people who downloaded apps due to an advertisement they saw on their smartphones, 50 percent of them said they were motivated to download the app due to a search ad. The shift in the way that people discover and are informed about new apps is paving the way for app developers to reconsider their approach to app discovery. There’s a reason to make use of search in order to boost awareness of your app. Search ads don’t only increase visibility for apps, they also boost downloads of apps by appearing at the exact moment that a user is searching for apps.
For marketers, This means making sure your app is noticed by mobile users want for apps that are relevant to their desires. In addition, Statista 2. says that more than 3 million smartphone apps are accessible for download, this aspect is more crucial than ever in the current crowded app market.
How can you make your app visible? It is possible to increase the visibility of your app by focusing your promotion around a user experience specifically designed for downloads. This can be done with mobile app install campaigns, as an instance. In this way, your brand will be able to expand its reach while people are searching for apps that are that is similar to yours. Alongside the search feature, expanding your campaign to other ad formats that are driving app installs which include video and display helps users find your apps wherever they are.
HotelsCombined for instance included Google Search and AdMob in its mobile app’s marketing plan in the year 2014. The number of downloads for its app that compares prices for hotels across hundreds of websites and apps that cover destinations around the world The app’s downloads increased by 150% between July to August. Furthermore, the app had a 20% decrease in price per transaction than the other networks. Through the use of Google’s display and search app promotion initiatives, HotelsCombined helped people discover its app globally.
mobile App Marketing Strategy #2: App engagement and re-engagement is crucial since users lose the interest of their
Users turn to apps to help them get through their day. They’re also more likely to download apps when they have an objective. Our study found that two-thirds of people often use an app when they can make their lives easier. For instance, you could make use of a shopping app, like the one from Walgreens for example, to search for coupons and sales while you shop in the store. Apps can be extremely helpful when a consumer is on the buying journey. In reality, one out of two users who use apps turn to them for information on products or businesses, or to even make purchases.
However, apps are also able to be canceled right after completing the transaction. 38% of those who were polled said that they’re inclined to purchase an app once they need to make the purchase. After they’ve completed the purchase, the majority will delete the app they downloaded and then move to the next step.
What was it about the app that made it so popular initially? What can companies do to ensure that their apps get made use of not just once, but repeatedly? The answer is easy Show the utility and value of your application.
Brands are less likely to get caught in an app shuffle when they offer an obvious worth. For instance, Sephora enhanced its in-store shopping experience by offering apps that let customers browse all products to find additional details. Sephora also provides customers the option of pickup in-store for items purchased on the internet. Sephora sends the message clearly that it is aware of the needs of its customers during every step of their shopping journey.
Get involved Your app’s worth evident
App users need a reason to revisit the app they’ve left. There are ways to bring customers towards your company. The majority of people who were that we surveyed claim they’d use an app once more in the event of discounts on purchases or purchases, and close to 25% of users would come back when they were offered special or additional content. This is especially true for the categories of retail and travels the majority of those surveyed said that they’d use a retail (40 percent) or retail (47%)) or a retail (47 percent) app once more if they had coupons or discounts.
Mobile app engagement ads could aid in reminding users of the value of your app and bring users back to your application. Let’s say that someone is planning to take part in the marathon and requires some running shoes which is why she looks up “women’s sneakers for running.” It turns out that there’s already a shop app on her phone which she used to locate an ultra-light running jacket during the summer. The same app can contact her via an engagement ad for mobile apps (across the display and search) to remind her of its existence, and let her know about discounts for running footwear.
Another way to help users locate what they’re looking for is to include deep hyperlinks to your ads. In this way, your mobile app’s engagement ads link towards the relevant areas of your application. Consider the shopping app that we mentioned earlier for instance. A click on a deep link can take the marathoner directly to advertisements within the app for running shoes specifically for women.
By connecting with your users in the right way at the right moment with relevant content and ensuring that brands keep their connections with the app’s users.
Reconnecting with today’s mobile users
Due to the overwhelming number of apps on the marketplace, it’s more difficult than ever before to get the attention of a potential user. This is why your app has to stand out from the rest, both inside and outside an app store so that people will locate it and then use it repeatedly. In order to ensure that your app is selected it is essential to demonstrate that it is valuable for users well beyond the initial download. Our findings can assist your company in developing strategies for marketing mobile apps that are successful not only in attracting but as well in keeping the attention of your audience, bringing immense value to your business.
Read this “Mobile App Marketing Insights: How Customers actually find and use your Apps” study carried out by Google and Ipsos MediaCT for more information.
The methodology: Google partnered with Ipsos MediaCT in custom research to gain insights on the behavior of mobile app users that includes the discovery of apps, acquisition of apps of usage, abandonment, and so on. On September. 12-23, 2014 surveys were conducted among 8470 smartphone users aged 18-64 who had downloaded smartphones in the preceding seven days before the survey, and also apps in various categories (entertainment gaming, finance local social, tech, retail, or travel) within the last 30 days.
