The name of the game, after the most important first step of actually getting your app installed is getting your customers to use it on a consistent basis. When users are engaged the next step in the process is to maximize the mobile app revenue because the ultimate goal, no matter what industry is to make a profit.
Many mobile marketers and app providers’ focus mainly on getting their app installed which is still the most important goal, but installing an app is only the beginning of the mobile customer journey. The brass ring is to have the app used. Customer engagement has always been the goal of marketing, and mobile customer engagement is the future of the new marketing era.
Mobile marketing has been around for more than a decade now, and there are certain Key Performance Indicators that have emerged as bellwethers to gauge the performance, success and failure of mobile apps and mobile marketing campaigns. Although every industry has their own unique requirements and solutions, there are certain common features found in most successful mobile apps.
Engagement Metrics, including how often and when users grant permission for the app to access personal information, the number of times an app is used during the first day and week after installation, and how long users spend on each in-app session are clear indicators of user engagement and the “stickiness-factor” of the content. Also, the number of pages visited in a session is a great indicator of how captivated a user is with the content and is a good predictor on customer loyalty and longevity.
While engagement and use is a primary goal of an app, if the venture doesn’t make money it is most often not considered a success. The transition from engagement to revenue is tricky and very important to do properly. There are a number of models available for revenue generation including subscriptions, fees per use and charging for specific premium content. Generating a continuous revenue stream is possible by studying the market and deciding which iteration suits the particular product or service being provided through the app.
In-app purchases are the prize for marketers, but keeping a customer long-term is a close second. The objective isn’t only to make that first sale but to generate a continuous stream of revenue from the best customers for a long time. The process required for a customer to complete a purchase must be developed with care. A simple, intuitive shopping experience is key to having repeat customers.
Social media is a big player in online sales and marketing. Social shares to a customer’s circle of influence are a vote of confidence in the content they’re reading. People are very careful about what they share with their friends, because recommendations are real reflections on taste and judgement.
Once an app is established, brand awareness marketing campaigns return data which enables marketers to understand how well known their brands are in the local media market. Surveys and quizzes promoted through websites and social media sites can be used very successfully to gauge brand awareness.