Consumers have a special relationship with their smartphones and tablets. That’s the devices they take with them at work, on the tube, on vacation, at a friends’ house, on the dinner table, etc. Yes, they literally go everywhere and anywhere with their favorite pieces of mobile technology – looking at them on average more than 40 times a day. In fact, Gartner expects that “by 2018, more than 50% of customers will use mobile first for all their online activities.”
However, you can’t make sense of what those devices truly mean to your customers without putting apps at the forefront. Indeed, users spend almost 90% of mobile media time on them.
You read this correctly: 90% of mobile media time. That sounds like a great insight and opportunity for marketers looking to meet consumers exactly where they are. But here is the catch: Increasing mobile app engagement is a tough game, and there are real sharks out there. The top 200 apps account for 70% of total app usage, and it is hard to grab user’s attention when you are up against multibillion-dollar companies like Snapchat or WhatsApp.
Creating Personalized Content Experience on Mobile Apps
Competing for some screen time is a challenge for the everyday marketer who does not have a six- or seven-figure marketing budget. But that’s not impossible. You can still get some attention and perhaps even be on the top of your target audience’s minds and on their screens by getting your messaging right and being more relevant than your competitors –potentially boosting your retention rate by a factor of two or three.
Easier said than done still. Brands often fall into the trap of focusing on quantity and standardization rather than delivering personalized app experiences. And that is not doing them any good. Hence, untargeted ads and intrusive notifications generate frustration among millennials as well as a strong push back on those apps – with 9 out of 10 users letting them go after only a month.
Using Real-Time Content and Insight to Make Mobile Apps More Engaging
There is a lot for companies to monitor and learn from their customers in today’s data-driven environment – Every click, visit, download, and interaction can be kept in the loop for that purpose. However, making sense of such information is still a daunting task when data comes in multiple forms and shapes from various sources and touchpoints.
The good news for marketers is that they can now work with analytics and content engagement solutions to support them on the job. Those platforms enable them to put all the pieces together and transform mere facts into actionable insights – enabling personalized mobile app experiences and ensuring that each notification becomes relevant and valuable to users.
Knexus understands the strategic value of delivering real-time and personalized content experiences to customers. We can help you take user engagement & retention on mobile apps to new heights with our solutions – maximizing your return on marketing investment and brand loyalty.