Post By Janet Arvia
Half the year is down and so are the number of apps regularly used by American adults. That’s because mobile users are allocating more of their time to a select group of messaging apps within social media.
This trend, revealed in a study by eMarketer, is akin to findings overseas by Verto Analytics which reports communications/social media is the fastest growing app category among adults in the United Kingdom. Popular platforms such as Facebook, Instagram, and WhatsApp account for 44% of the time nearly 5,000 users surveyed spend on mobile apps.
The global boom in video consumption helps explain why mobile app users are lingering on Facebook. The social media giant boasts its members watch 100 million hours of video everyday. With affordable data, accessible WiFi and all those adorable animal uploads, the digital video trend means Americans will engage with mobile apps for about two and half hours a day throughout 2017. This number is up by more than 10% from 2016 and is projected to continue climbing in the coming years.
Yet as more time is devoted to specific mobile apps, competing ones are getting shut out. Enter the ongoing trend for big data analytics and mobile marketing engagement which helps brands create strategies to hang onto their mobile app users and grab the attention of new ones by tracking the effectiveness of in-app conversion activity and cross-app promotions including deep links and push notifications.
Not only is the latter cost-effective and time-efficient (you can reach millions in minutes), it’s more secure than Signalling System 7 (SS7) and Short Message Service (SMS). Universally speaking, the encrypted messaging that push notifications offer is crucial in a time when hacking is unfortunately also on-trend.
Post By Janet Arvia
“Follow the money” is a method used to uncover shady behavior. Made popular in the Watergate film ALL THE PRESIDENT’S MEN of 1976, the term is in the news again regarding today’s political corruption investigations. Yet it also can be applied to detecting mobile advertising fraud. That’s because as marketing budgets move to mobile, so do fraudsters following the money. As a result, brands with mobile apps can be duped into paying for fake installs.
Discovering the Problem
When it comes to install metrics, the red flag to watch for is the time between a user click and the install event. If the TTI (time to install) is not close to the click event, or in keeping with typical user behavior, fraudulent traffic sources may be afoot.
Solving the Problem
To stop fraudulent traffic from being attributed to your paid channels, you can chase after each and every install event and analyze it for abnormalities in real-time. However this approach costs time and money, and isn’t totally foolproof since both marketers and networks may be unable to properly pinpoint appropriate attribution windows because the numbers vary from app to app.
Avoiding the Problem
Instead of spending resources on a problematic fix, it’s more practical to bypass fraudulent traffic entirely by employing preventative tactics. Our partnership with Pepperjam helps advertisers easily connect their affiliate program with the mobile app customer acquisition marketing plans.
A good rule to follow is to compensate media partners only on performance and engagement of the new users they drive. Simply put, when you pay out a commission revenue share based on how much a user spends in your app (opposed to paying a media partner to drive an install), you follow the money of your customers—not fraudsters.
Post By Janet Arvia
To paraphrase Thomas Edison, "Innovation is one percent inspiration, ninety nine percent perspiration" --at least when it comes to digital transformation. That’s because it takes a lot of hardworking resources including analytic and software expertise to remain relevant in today’s technologically accessible landscape.
Now, more than ever, traditional brick and mortar companies of the 20th century seek innovation to accelerate digital transformation. Take Wendy’s. The fast food chain recently announced plans to offer mobile app ordering options to meet customer expectations. Certainly this idea was never on the table in 1969 when the franchise was first founded. Yet success is more likely for brands that currently design for future users; build mobile apps for future experiences; and plan for the company’s future by following three important rules.
1) Know Your Audience
Rather than looking for customer service ideas from innovation labs that work in a vacuum, savvy brands may want to take control by going directly to the source. From demographics to pyschographics, analytics agencies like Oplytic provide the necessary metrics to arm companies with an understanding of their customers’ behavior. Getting a handle on both quantitative and qualitative research helps mobile marketers examine the who, what, where, why and how of user decision making. Such personal data allows brands to segment customers into various categories and develop content strategies that specifically address the points that motivate each group.
2) Build a better mobile app
Once customer wants are determined, brands can design their mobile app by considering the UX (user experience) first and finding a technology that supports it. Equally important measures include coding defensively to anticipate future frameworks and planning for longevity with scalable infrastructure. Just because digital platforms let customers engage instantly, doesn’t mean mobile apps should be considered disposable. Redefining digital initiatives as products rather than projects will help brands envision the big (and long lasting) picture.
3) Think outside the box
In order for analytics research and technology to work, there must be innovative ideas for them to support. Work environments that encourage creative contributions and forgive failures from diverse teams of inside staffers or outside firms prove most successful—particularly if brainstorming sessions lead to prototypes, followed by testing. Brands need not be afraid of releasing a beta since it encourages interaction from users who are likely to forgive any flaws and enjoy being part of the design process. After all, at the end of the day and the start of digital transformation, it's still all about the customer experience.