Think with Google - How People Shop on Their Phoneskhairulakbar
- 58% of smartphone users report having used a shopping app in the last 30 days, showing the importance of these tools for marketers.
- People use apps for loyalty programs and sharing purchases, while turning to mobile sites for browsing and store information. Discounts and deals are top motivators for app usage.
- Phones are frequently used for shopping tasks like browsing products and finding deals, both in and outside of stores. Push notifications are useful if they provide value like shipping updates or new discounts.
With increasingly more people owning smart phones year over year, the growth of mobile web usage is explosive globally and especially in the United States. Projections show a huge increase in consumers' use of mobile health websites and applications, thus the opportunity to engage mobile consumers is NOW. In this webinar we will discuss how to target and engage health consumers through mobile landing pages, applications and advertising.
The document summarizes key findings from Adobe's 2011 survey on digital marketing trends in the next decade. Some of the main findings include:
- Analytics, social media, and rich media tactics are most widely deployed currently, while mobile apps, social executions, and rich media are top planned tactics.
- Interactive catalogs, iPhone apps, and iPad apps are the most planned deployments.
- Rich media features are most often rated "very effective" at improving customer experience.
- Interest in mobile and social media is growing, though effectiveness and ROI are still mixed for these channels.
The Mobile App Experience - Uncovering the consumer journey from app discover...Data N Charts
I. More than nine in ten smartphone and tablet users now use mobile apps regularly. However, only about a third of users pay for apps. The US mobile app market is expected to generate nearly $10 billion in revenue in 2015, driven primarily by e-book purchases but with gaming apps and in-app purchases gaining ground.
II. Word of mouth and recommendations from friends and family are the most effective means of discovering new apps. Consumers also consider factors like reviews, price, and app descriptions before downloading.
III. Social media apps tend to see the highest levels of regular usage. Apps that make consumers' lives easier through convenience and functionality are also regularly engaged with. But consumers quickly abandon apps that do
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
Now in its fifth year, the Adobe Mobile Consumer Survey aims to not only give digital marketers insight into
how consumers are using their smartphones and tablet devices, but also provide guidance in how to identify
the most valuable customer segments. In conjunction with the Adobe Digital Index (ADI), which publishes
research on the latest digital marketing trends and insights across channels and industries, results from the
Adobe 2014 Mobile Consumer Survey helps digital marketers identify which target segments are spending the
most time on apps versus websites, as well as hone in on mobile habits within those segments that are
spending the most money.
Blue Hill Apteligent Mobile Retail and Retail Banking WebinarTony Rizzo
This 18-page report analyzes mobile shopping behaviors using data from Blue Hill Research and Apteligent. The report finds that millennials and Gen Xers do 25-50% of their shopping via mobile devices. Highly effective mobile apps that are a delight to use can increase mobile shopping and drive recommendations for the retail brand. The report also examines mobile ecosystem data on crash rates, app loads, and device usage to identify opportunities for retailers.
The document analyzes mobile app engagement trends in 2014 based on data from Localytics. It finds that overall time spent in apps increased 21% from 2013 driven by more frequent app launches. Time in app was higher for large screen devices and tablet apps. Music and health apps saw the largest increases in time spent. While smartphone apps had more launches, tablet app sessions were longer. The document also found that users acquired through ads and organically performed similarly once in the app.
Think with Google - How People Shop on Their Phoneskhairulakbar
- 58% of smartphone users report having used a shopping app in the last 30 days, showing the importance of these tools for marketers.
- People use apps for loyalty programs and sharing purchases, while turning to mobile sites for browsing and store information. Discounts and deals are top motivators for app usage.
- Phones are frequently used for shopping tasks like browsing products and finding deals, both in and outside of stores. Push notifications are useful if they provide value like shipping updates or new discounts.
With increasingly more people owning smart phones year over year, the growth of mobile web usage is explosive globally and especially in the United States. Projections show a huge increase in consumers' use of mobile health websites and applications, thus the opportunity to engage mobile consumers is NOW. In this webinar we will discuss how to target and engage health consumers through mobile landing pages, applications and advertising.
The document summarizes key findings from Adobe's 2011 survey on digital marketing trends in the next decade. Some of the main findings include:
- Analytics, social media, and rich media tactics are most widely deployed currently, while mobile apps, social executions, and rich media are top planned tactics.
- Interactive catalogs, iPhone apps, and iPad apps are the most planned deployments.
- Rich media features are most often rated "very effective" at improving customer experience.
- Interest in mobile and social media is growing, though effectiveness and ROI are still mixed for these channels.
The Mobile App Experience - Uncovering the consumer journey from app discover...Data N Charts
I. More than nine in ten smartphone and tablet users now use mobile apps regularly. However, only about a third of users pay for apps. The US mobile app market is expected to generate nearly $10 billion in revenue in 2015, driven primarily by e-book purchases but with gaming apps and in-app purchases gaining ground.
II. Word of mouth and recommendations from friends and family are the most effective means of discovering new apps. Consumers also consider factors like reviews, price, and app descriptions before downloading.
III. Social media apps tend to see the highest levels of regular usage. Apps that make consumers' lives easier through convenience and functionality are also regularly engaged with. But consumers quickly abandon apps that do
eMarketer Roundup: Optimizing Mobile AdvertisingFilipp Paster
Metrics used to measure mobile app and mobile native advertising success
How marketers are using mobile coupons and beacons to help attribute in-store purchases
How mobile video is being used to build brand awareness
Interviews with MoPub and Personal Capital about their efforts to better target and engage users across mobile channels
Now in its fifth year, the Adobe Mobile Consumer Survey aims to not only give digital marketers insight into
how consumers are using their smartphones and tablet devices, but also provide guidance in how to identify
the most valuable customer segments. In conjunction with the Adobe Digital Index (ADI), which publishes
research on the latest digital marketing trends and insights across channels and industries, results from the
Adobe 2014 Mobile Consumer Survey helps digital marketers identify which target segments are spending the
most time on apps versus websites, as well as hone in on mobile habits within those segments that are
spending the most money.
Blue Hill Apteligent Mobile Retail and Retail Banking WebinarTony Rizzo
This 18-page report analyzes mobile shopping behaviors using data from Blue Hill Research and Apteligent. The report finds that millennials and Gen Xers do 25-50% of their shopping via mobile devices. Highly effective mobile apps that are a delight to use can increase mobile shopping and drive recommendations for the retail brand. The report also examines mobile ecosystem data on crash rates, app loads, and device usage to identify opportunities for retailers.
The document analyzes mobile app engagement trends in 2014 based on data from Localytics. It finds that overall time spent in apps increased 21% from 2013 driven by more frequent app launches. Time in app was higher for large screen devices and tablet apps. Music and health apps saw the largest increases in time spent. While smartphone apps had more launches, tablet app sessions were longer. The document also found that users acquired through ads and organically performed similarly once in the app.
PurpleBug Study - Consumer Purchasing Behavior Pre/During/After COVID-19 in t...PurpleBug, Inc.
This report is centered around people’s purchasing behavior, taking into consideration the influence of the still ongoing COVID-19 pandemic. It includes the presentation of the results of an in-house survey done by PurpleBug, delving deeper into Filipino consumers’ purchase behavior and psyche as affected by quarantines and other pandemic restrictions. The report tackles into detail their spending habits, perceptions, and purchase channel preferences.
Warren Raisch joins DMD and Greg Sterling of the Local Search Marketing Association to present on Transforming Mobile Searches into Sales - The Hype Around Beacon Technology.
MOBILE ADVERTISING AND MARKETING TRENDS ROUNDUPFilipp Paster
Mobile now accounts for most time US adults spend online. Marketers have responded with a variety of mobile advertising tools to reach consumers on the go, such as mobile social network ads, programmatic mobile ads, mobile video ads, and push notifications. eMarketer has curated a roundup of the latest mobile marketing trends to help advertisers keep up with this rapidly changing space.
Earlier this year, Episerver carried out consumer research in the UK with over 1000 consumers, to evaluate use of the mobile internet and use of apps.
Consumers were asked if they are using mobile sites, the importance of features and their engagement with mobile apps.
This research gives a useful list of the leading retailers to benchmark your Mcommerce site and apps against:
Fitnyc module 11 mobile analytics overview for fitMarshall Sponder
Mobile analytics is challenging due to differences from web analytics. Session tracking relies on device IDs rather than cookies, and measurement focuses more on engagement than page views. Unique visitors are difficult to measure for mobile. When evaluating mobile analytics products, considerations include dashboard views, specific analysis needs, integration capabilities, and pricing models. Campaign management functionality built into products is also important. There are over 40 mobile analytics products available.
Mypeepal Technologies is an expert in mobile applications and content delivery through innovative apps. It has developed over 550 apps across various categories including education, games, and lifestyle. The mobile app ecosystem is large and growing, with global app downloads expected to reach over 300 billion by 2016. However, most apps are only used once, so customer experience and retention are key factors for success. The mobile web is also an important part of the digital landscape, as it works across all devices and browsers. As mobile internet speeds increase through technologies like 4G, user behaviors are shifting towards activities like streaming, browsing, and content creation directly on their mobile devices. Mypeepal analyzes usage trends and develops customized apps and content portals
Global trust in advertising report, Nielsen 2013IAB México
The document summarizes the results of Nielsen's 2013 Global Survey of Trust in Advertising. Some key findings:
- Recommendations from friends and family remain the most trusted form of advertising at 84%. Owned media such as branded websites is the second most trusted at 69%.
- Trust in online and mobile advertising is increasing, with growth in trust for banners ads, online video, social media ads and mobile ads.
- Latin America reports the highest levels of trust and willingness to take action across most advertising formats.
- Humorous ads resonate most globally at 47% while real-life situations resonate more in Latin America and Asia-Pacific at 57%.
This document discusses Facebook's direct response marketing solutions for driving awareness, actions, and customer loyalty. It highlights that Facebook has over 5.2 million monthly active users in Portugal, many of whom use Facebook daily on both desktop and mobile devices. The document also outlines Facebook's targeting capabilities like custom audiences and lookalike audiences to reach more relevant prospects. It then discusses formats like link ads and mobile app install ads to drive actions across channels. Finally, it covers optimization tools like the conversion pixel and using objective metrics like oCPM and CPA to measure performance and make insights for future campaigns.
The mobile path-to-purchase for Saudi Arabian main shoppersOn Device Research
Newly released analysis of On Device Research’s quarterly Mobile Path-to-Purchase tracker has shone a light on the role of the smartphone in the purchase decision making process of Saudi Arabian household main shoppers, along with the digital habits of customers at the country’s top supermarkets: HyperPanda, Al Othaim and Carrefour.
With an estimated 70.5% of the Saudi Arabian population owning a smartphone by the end of 2016 (Source: eMarketer), understanding the impact of the rise of mobile on the highly influential main shopper audience who directly determine a household’s brand consumption habits is crucial.
How Trinity Mobile Apps can increase your businessRaion Seishin
How Trinity Mobile Apps can increase business through effective designing of mobile apps and mobile websites. Trinity Mobile apps is the all in one business solution to drive more traffic via mobile apps and websites.
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer
The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for B2B marketers. Topics in this webinar include: How is mobile’s role in the workplace evolving? How are B2B buyers and decision-makers using mobile to research purchases? What are the top ways B2B marketers will use mobile in 2016? To use mobile effectively, what challenges do B2B marketers have to overcome?
Small businesses need a mobile experience to connect with customers. Nearly everyone has smartphones and uses them to search for local businesses and products. Having a mobile-optimized website and app allows small businesses to be accessible anywhere and drive customers to their business. It also improves productivity and avoids losing sales from those frustrated with non-mobile sites. While large companies move slowly on mobile, small businesses can gain an advantage by moving quickly to offer mobile options like apps at affordable prices.
Adobe Digital Index’s Q3 Digital Advertising & Social Intelligence ReportAdobe
Facebook’s undisputed victory in ad personalization is driving Google to make changes to its advertising business, according to ADI's Q3 Digital Advertising & Social Intelligence Report.
This document discusses app store optimization (ASO) which is important for app marketing and rankings. It notes that apps are increasingly how people access the internet, with over 2,300 new apps published daily. Good ASO includes optimizing an app's metadata like name, description, keywords and screenshots to target relevant searches and rank higher in app stores. The top mobile platforms are iOS, Google Play, and others. ASO considers on-page elements like these as well as off-page factors like ratings, downloads and social signals.
Este documento presenta los diferentes tipos de instalaciones de aplicaciones móviles y factores importantes para la optimización de aplicaciones en las tiendas de aplicaciones (App Store Optimization o ASO). Explica las instalaciones orgánicas e incentivadas, los canales propios y de pago, y los factores ASO que se pueden controlar directamente como el nombre de la aplicación, descripciones, categoría y screenshots. El objetivo del ASO es aumentar las instalaciones orgánicas y la visibilidad de una aplicación.
App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Muni...Kahena Digital Marketing
Ari Nahmani, CEO / Founder of Kahena Digital Marketing presenting at SMX Munich on ASO. The presentation covers metrics & KPIs, Organic discovery, and predictions for the future including app indexing, paid search and keyword data in the app stores, and better data.
Tom Leclerc discusses top questions about app store optimization (ASO). ASO is about optimizing visibility and attractiveness, not a silver bullet or directly measurable by downloads. Choosing keywords involves brainstorming, competitor analysis, and balancing traffic with competition. While ASO success varies, ranking in the top 20 for relevant keywords can help. Localization and following each platform's best practices are recommended. ASO requires ongoing effort such as revisiting keywords with each app update.
This document provides an overview of app marketing strategies and techniques. It begins with introductions to Emilio Aviles, CEO of SlashMobility, and Oscar Escudero, co-founder of DressApp. The document then discusses the importance of having an app marketing strategy due to the large number of apps available. It covers techniques like ASO (App Store Optimization) and the importance of downloads, ratings, reviews and engagement for app rankings. The rest of the document outlines a 360 degree app marketing strategy framework covering areas like targeting, positioning, promotion, measurement and engagement. It emphasizes the need for retention beyond initial downloads. Overall, the document provides a comprehensive overview of factors and strategies important for effective app marketing.
PurpleBug Study - Consumer Purchasing Behavior Pre/During/After COVID-19 in t...PurpleBug, Inc.
This report is centered around people’s purchasing behavior, taking into consideration the influence of the still ongoing COVID-19 pandemic. It includes the presentation of the results of an in-house survey done by PurpleBug, delving deeper into Filipino consumers’ purchase behavior and psyche as affected by quarantines and other pandemic restrictions. The report tackles into detail their spending habits, perceptions, and purchase channel preferences.
Warren Raisch joins DMD and Greg Sterling of the Local Search Marketing Association to present on Transforming Mobile Searches into Sales - The Hype Around Beacon Technology.
MOBILE ADVERTISING AND MARKETING TRENDS ROUNDUPFilipp Paster
Mobile now accounts for most time US adults spend online. Marketers have responded with a variety of mobile advertising tools to reach consumers on the go, such as mobile social network ads, programmatic mobile ads, mobile video ads, and push notifications. eMarketer has curated a roundup of the latest mobile marketing trends to help advertisers keep up with this rapidly changing space.
Earlier this year, Episerver carried out consumer research in the UK with over 1000 consumers, to evaluate use of the mobile internet and use of apps.
Consumers were asked if they are using mobile sites, the importance of features and their engagement with mobile apps.
This research gives a useful list of the leading retailers to benchmark your Mcommerce site and apps against:
Fitnyc module 11 mobile analytics overview for fitMarshall Sponder
Mobile analytics is challenging due to differences from web analytics. Session tracking relies on device IDs rather than cookies, and measurement focuses more on engagement than page views. Unique visitors are difficult to measure for mobile. When evaluating mobile analytics products, considerations include dashboard views, specific analysis needs, integration capabilities, and pricing models. Campaign management functionality built into products is also important. There are over 40 mobile analytics products available.
Mypeepal Technologies is an expert in mobile applications and content delivery through innovative apps. It has developed over 550 apps across various categories including education, games, and lifestyle. The mobile app ecosystem is large and growing, with global app downloads expected to reach over 300 billion by 2016. However, most apps are only used once, so customer experience and retention are key factors for success. The mobile web is also an important part of the digital landscape, as it works across all devices and browsers. As mobile internet speeds increase through technologies like 4G, user behaviors are shifting towards activities like streaming, browsing, and content creation directly on their mobile devices. Mypeepal analyzes usage trends and develops customized apps and content portals
Global trust in advertising report, Nielsen 2013IAB México
The document summarizes the results of Nielsen's 2013 Global Survey of Trust in Advertising. Some key findings:
- Recommendations from friends and family remain the most trusted form of advertising at 84%. Owned media such as branded websites is the second most trusted at 69%.
- Trust in online and mobile advertising is increasing, with growth in trust for banners ads, online video, social media ads and mobile ads.
- Latin America reports the highest levels of trust and willingness to take action across most advertising formats.
- Humorous ads resonate most globally at 47% while real-life situations resonate more in Latin America and Asia-Pacific at 57%.
This document discusses Facebook's direct response marketing solutions for driving awareness, actions, and customer loyalty. It highlights that Facebook has over 5.2 million monthly active users in Portugal, many of whom use Facebook daily on both desktop and mobile devices. The document also outlines Facebook's targeting capabilities like custom audiences and lookalike audiences to reach more relevant prospects. It then discusses formats like link ads and mobile app install ads to drive actions across channels. Finally, it covers optimization tools like the conversion pixel and using objective metrics like oCPM and CPA to measure performance and make insights for future campaigns.
The mobile path-to-purchase for Saudi Arabian main shoppersOn Device Research
Newly released analysis of On Device Research’s quarterly Mobile Path-to-Purchase tracker has shone a light on the role of the smartphone in the purchase decision making process of Saudi Arabian household main shoppers, along with the digital habits of customers at the country’s top supermarkets: HyperPanda, Al Othaim and Carrefour.
With an estimated 70.5% of the Saudi Arabian population owning a smartphone by the end of 2016 (Source: eMarketer), understanding the impact of the rise of mobile on the highly influential main shopper audience who directly determine a household’s brand consumption habits is crucial.
How Trinity Mobile Apps can increase your businessRaion Seishin
How Trinity Mobile Apps can increase business through effective designing of mobile apps and mobile websites. Trinity Mobile apps is the all in one business solution to drive more traffic via mobile apps and websites.
eMarketer Webinar: Six B2B Mobile Marketing Trends for 2016eMarketer
The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for B2B marketers. Topics in this webinar include: How is mobile’s role in the workplace evolving? How are B2B buyers and decision-makers using mobile to research purchases? What are the top ways B2B marketers will use mobile in 2016? To use mobile effectively, what challenges do B2B marketers have to overcome?
Small businesses need a mobile experience to connect with customers. Nearly everyone has smartphones and uses them to search for local businesses and products. Having a mobile-optimized website and app allows small businesses to be accessible anywhere and drive customers to their business. It also improves productivity and avoids losing sales from those frustrated with non-mobile sites. While large companies move slowly on mobile, small businesses can gain an advantage by moving quickly to offer mobile options like apps at affordable prices.
Adobe Digital Index’s Q3 Digital Advertising & Social Intelligence ReportAdobe
Facebook’s undisputed victory in ad personalization is driving Google to make changes to its advertising business, according to ADI's Q3 Digital Advertising & Social Intelligence Report.
This document discusses app store optimization (ASO) which is important for app marketing and rankings. It notes that apps are increasingly how people access the internet, with over 2,300 new apps published daily. Good ASO includes optimizing an app's metadata like name, description, keywords and screenshots to target relevant searches and rank higher in app stores. The top mobile platforms are iOS, Google Play, and others. ASO considers on-page elements like these as well as off-page factors like ratings, downloads and social signals.
Este documento presenta los diferentes tipos de instalaciones de aplicaciones móviles y factores importantes para la optimización de aplicaciones en las tiendas de aplicaciones (App Store Optimization o ASO). Explica las instalaciones orgánicas e incentivadas, los canales propios y de pago, y los factores ASO que se pueden controlar directamente como el nombre de la aplicación, descripciones, categoría y screenshots. El objetivo del ASO es aumentar las instalaciones orgánicas y la visibilidad de una aplicación.
App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Muni...Kahena Digital Marketing
Ari Nahmani, CEO / Founder of Kahena Digital Marketing presenting at SMX Munich on ASO. The presentation covers metrics & KPIs, Organic discovery, and predictions for the future including app indexing, paid search and keyword data in the app stores, and better data.
Tom Leclerc discusses top questions about app store optimization (ASO). ASO is about optimizing visibility and attractiveness, not a silver bullet or directly measurable by downloads. Choosing keywords involves brainstorming, competitor analysis, and balancing traffic with competition. While ASO success varies, ranking in the top 20 for relevant keywords can help. Localization and following each platform's best practices are recommended. ASO requires ongoing effort such as revisiting keywords with each app update.
This document provides an overview of app marketing strategies and techniques. It begins with introductions to Emilio Aviles, CEO of SlashMobility, and Oscar Escudero, co-founder of DressApp. The document then discusses the importance of having an app marketing strategy due to the large number of apps available. It covers techniques like ASO (App Store Optimization) and the importance of downloads, ratings, reviews and engagement for app rankings. The rest of the document outlines a 360 degree app marketing strategy framework covering areas like targeting, positioning, promotion, measurement and engagement. It emphasizes the need for retention beyond initial downloads. Overall, the document provides a comprehensive overview of factors and strategies important for effective app marketing.
This document outlines Anatoly Sharifulin's recommendations for app store optimization (ASO) best practices in 2016. It discusses optimizing search visibility through keyword research, analyzing competitors, and testing app metadata. It also covers optimizing conversion rates by testing app page text and metrics. The goal of ASO is to improve search traffic and positioning as well as conversion rates through ongoing app store metadata and content optimizations.
The 2015 U.S. Mobile App Report by ComScoreVictor Kong
The document reports on a study of mobile app usage conducted by comScore using their proprietary measurement tools, finding that smartphone apps now account for over half of total digital media time spent and that app audiences and usage are growing rapidly, especially among millennials, with the majority of app usage concentrated on users' most frequently used apps.
Edición 2016 del Manual ASO (App Store Optimization) elaborado por IAB Spain, Tribal Worldwide y PickASO.
ASO es el proceso de optimización de la ficha de una app móvil con el fin de conseguir la máxima visibilidad y aumentar el volumen de instalaciones orgánicas. Todo ello con el claro objetivo de reducir los costes de captación de usuarios.
Estructura de la guía ASO 2016:
1. Introducción y situación del mercado de las aplicaciones móviles
2. Definición, Objetivos e Importancia del ASO (App Store Optimization)
3. Factores ASO: On-Metadata y Off-Metadata
4. Proceso para trabajar correctamente el ASO
5. Principales herramientas ASO
6. Decálogo de buenas prácticas ASO
7. Canales para promocionar una app
8. App Indexing
9. AVO - App Visibility Optimization
10. Conclusiones - Infografías
Este manual es una actualización del primer manual ASO que publicamos en 2014.
A presentation on the various types of Black Hat App Store Optimization from November 2016 by Moritz Daan, ex-growth lead @ SoundCloud and now running Phiture.com, mobile growth consultancy.
These are the Basic Principles you need in place to Survive the App Store. Primer activity before going into marketing cycles for channels such as aso, paid or social. If you're app doesn't have these then you won't survive.
App Store Optimization (ASO) Basic Overview - Presented at Google Tel AvivSagi Dekel
- The document discusses app store optimization (ASO) for a 55-person marketing agency located in Udim that works with clients like Zynga, Playtika, and Tinder.
- It provides information on ASO techniques for Google Play and iTunes/iOS stores, including optimizing app page text, graphics, videos and keyword targeting to increase organic traffic and conversions.
- It also addresses challenges in accurately measuring the impact of ASO due to limitations of data and attribution from app stores and other external factors influencing installs.
The document summarizes the findings of a 2016 mobile app usage study conducted in Vietnam with 1000 smartphone owners. It found that:
1) Social networking and messaging apps are almost universally used daily and engage users the most time-wise.
2) The Vietnamese love discovering new apps through word-of-mouth and app stores, and consider reviews and memory usage before installing.
3) Almost all customize app notifications, especially for key apps, and will re-engage with apps that remain relevant through notifications.
1 mobile leadership program mobile market, mobile assets, why google, mobil...Rein Mahatma
Mobile usage is increasing dramatically, with people spending significant time and money on their mobile devices. Whether a mobile site or app is better depends on factors like a company's goals and customers' needs. Google offers solutions like AdWords, Play, and Analytics to help businesses reach users across platforms, devices, and stages of the consumer journey, and measure mobile marketing effectiveness through install attribution, in-app analytics, post-install optimization, and crash reporting. Proper measurement is important for mobile as tracking technology differs from the web.
The document summarizes key findings from Adobe's 2011 survey on digital marketing trends in the next decade. Some of the main findings include:
- Analytics, social media, and rich media tactics are most widely deployed currently, while mobile apps, social executions, and rich media are top planned tactics.
- Interactive catalogs, iPhone apps, and iPad apps are the most planned deployments.
- Rich media and mobile features are highly rated for effectiveness, especially product viewing and mobile product information.
- Interest in social media and mobile marketing is growing, though effectiveness is still mixed for these newer channels.
This presentation looks at the growing popularity of mobile phones and their impact on marketing. It looks at the increased emergence of applications across platforms, the merging of social and mobile, the bridging of offline and online worlds via mobile devices, mobile marketing case studies and some tips on getting started with mobile marketing.
Presentation on App vs Web. Details:
- Pros and Cons of Apps
- Pros and Cons of Web
- Key questions to consider when choosing one or the other
- Examples of multi-platform brands
- Short case studies on Facebook, Fandango, Yahoo!
- Comparison of key data on key mobile platforms.
Tailored for Mobile: Why Apps are the New Black Amanda Laviana
Fashion retailers everywhere are leveraging shopping apps to deliver the most seamless shopping experience for their customers. Explore fashion retail's shift to mobile commerce and how Shopgate's iOS, Android and Apple TV apps are helping fashion retailers lift conversions, increase customer retention and significantly boost revenue.
Mobile app usage is rising dramatically while desktop usage declines. Nearly 90% of mobile internet time is spent in apps rather than browsers. Most users have 10+ apps installed and spend over half their mobile time on social and communication apps like Facebook, WhatsApp, and Instagram. Younger generations especially millennials and Gen Z are heavy mobile app users, opening apps over 50 times per day, and they are key audiences for mobile marketing. Video apps see the most consumer spending of any non-gaming app category.
This document summarizes key findings from a survey of over 4,500 Digital Hispanic respondents about their online language use and behavior. Some of the main findings include:
- While 28% of Digital Hispanics are Spanish dominant at home, only 16% use Spanish most of the time online, showing they are comfortable consuming content in both English and Spanish digitally.
- Search engines are the top online source used by Digital Hispanics to gather information about purchases, with 86% using search. Entertainment purchasers showed the highest use of search at 90%.
- Cultural relevance, through inclusion of Hispanic topics, visuals, entertainment and influencers, is important for engaging Digital Hispanics regardless of language
Industry updates on key mobile trends 9 28 12Performics
Industry updates on key mobile trends for the week ending 9/28/2012 include:
1) IDC raised its 2012 tablet shipment forecast to 117.1 million units due to strong holiday demand, and expects the iPad's market share to drop from 60% to 58% by 2016 as other tablets gain popularity.
2) A survey found that most retailers invest modestly in mobile and tablet initiatives, focusing on in-store uses like mobile point-of-sale instead of unclear ROI areas, and men engage in mobile shopping more than women.
3) Forrester recommends marketers follow an "addressability framework" to ensure mobile apps are not quickly deleted, such as identifying intended users and the
Millennial Media's 2014 State of the Apps Report Vikrant Mudaliar
Millennial Media's 2014 State of the Apps Report
Millennial Media's State of the Apps report takes a closer look into the app economy.
Through a survey of app developers and publishers, this report features insights into monetization trends, as well as developers' goals and priorities for last year and this coming year.
The report also captures what developers are designing for and the platforms on which they see their impressions.
The document discusses the results of a global survey of 3,011 mobile app users in North America and Europe. Some key findings include:
- 80% of users use mobile apps up to 15 times per day and expect apps to respond within 2 seconds.
- 34% choose apps based on peer reviews and ratings, and app performance is critical for 96% of users.
- 29% experience app issues weekly, and 80% will stop using an app after 3 problematic experiences.
- Poor performance leads to quick app abandonment and negatively impacts brands for many users.
The document proposes a crowdsourcing business concept for iPhone app development. It would create the largest global iPhone user social network where members could collaborate on app ideas, development, testing, and more. Market research found iPhone users want more social tools to learn about apps and are willing to participate in the app production process. The concept would use this crowdsourced community to develop and market apps. Initial funding needs are estimated at €500,000.
The 2015 App Marketing Guide by LocalyticsJordann Le Gal
- Time spent in apps has increased 21% overall from 2013 to 2014 due to more frequent app launches. Music apps saw the largest increase in time spent at 79%.
- Time spent in apps is higher on devices with larger screens (5 inches or more), with an average increase of 68%. Tablet apps see 23% longer session lengths than phone apps.
- While phone apps see more launches per month due to constant access, tablet apps see longer session lengths suited for extended content consumption.
- Paid and organic users perform similarly in terms of engagement once inside the app, returning an equal number of times within the first 60 days.
PushSpring provides mobile app audience data and analytics tools to help companies understand user engagement and behavior within their mobile apps. Their solution uses machine learning to create detailed audience segments from billions of mobile signals that can then be used to optimize mobile marketing campaigns and personalize the app experience. The document outlines PushSpring's offering, how it helps address challenges in measuring mobile app performance and ROI, and provides a case study showing how one client was able to generate a 370% lift in click-through rates using PushSpring's data.
This document summarizes key findings from a study on smartphone user behavior conducted by Google and IPSOS OTX MediaCT in 2011. The study found that smartphones are integral to daily life for most users, who use their phones throughout the day for activities like searching, browsing, and using apps. Location-based searches and local information are very common on smartphones. Mobile also influences shopping behavior, with many users researching products on their phones and making purchases across channels. The majority of smartphone users notice mobile ads and some take action like clicking or purchasing after seeing an ad. The summary highlights that marketers should develop cross-channel strategies that incorporate mobile search, local products/services, and ads to reach smartphone owners.
The document summarizes key findings from a study on smartphone usage conducted by Google and IPSOS OTX MediaCT in 2011. It found that smartphones are integral to daily life for most users, who rely on their phones for tasks like searching, browsing, and accessing local information throughout the day. Many smartphone activities result in purchases or other actions. The document outlines different types of smartphone users and recommendations for marketers, including developing cross-channel strategies, mobile search optimization, location-based offerings, and integrated mobile advertising.
The document summarizes key findings from a study on smartphone usage conducted by Google and IPSOS OTX MediaCT in 2011. It found that smartphones are integral to daily life for most users, who use their phones throughout the day for activities like searching, browsing, and apps. Location-based searches and local information are very common on smartphones. Many smartphone users also do online shopping from their phones, both for research and purchases. The document recommends marketers extend online strategies to mobile and incorporate location-based advertising, as ads on smartphones are widely noticed and often prompt actions.
This document provides a summary report of a summer project internship at Appsdaily, a mobile application company in India. The objectives of the project were to identify errors in Appsdaily's new Android application (ADP), understand consumer response to the application, align sales channel interests with the company's interests, and increase ADP activations. Both qualitative interviews and a quantitative survey of 174 respondents were conducted to analyze consumer perceptions and the effectiveness of potential sales pitches. Key findings included identifying different utilities sought by gender and age groups from the application. The report also analyzed sales data from 20 stores and provided recommendations to increase ADP activations such as developing incentive plans for sales representatives and educating retailers on application benefits.
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Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps
1. How Consumers Really Find and Use Your Apps
Mobile App
Marketing Insights:
May 2015
2. Apps play a role during the purchase path.
One in two app users turn to apps to help make purchase
decisions. Of these, 45% use apps to look for more business
or product information, and 29% use apps further down the
funnel to make a purchase, either online or offline.
Incentives can renew app usage among
abandoned users.
A third of app users stop using or uninstall apps because they
lose interest. But incentives can be effective in renewing app
usage. Of those who stop using apps, 30% would use an app
again if offered a discount, and 24% would reuse an app if
offered exclusive or bonus content.
Most installed apps are not used often.
The average app user has 36 apps installed on his or her
smartphone. Only one in four of those apps are used daily, while
1 in 4 apps are never used. The most common types of apps
used daily are social/communication and gaming apps.
App discovery can occur outside of the app store.
While the app store and word of mouth are major sources of
app awareness, search can also help consumers discover apps
during moments of intent. In fact, one in four app users discover
apps through a search engine.
Search is effective in driving app downloads.
Although four out of five app users consider the price of an app
important when deciding to download, search ads can also be
effective in influencing the download. Among app users who
were influenced by ads on a smartphone when downloading an
app, 50% were prompted to download through search ads.
EXECUTIVE SUMMARYEXECUTIVE SUMMARY
3. Consumers spend an average of 30 hours per month in apps.1 To understand the drivers behind app discovery and engagement,
Google partnered with Ipsos MediaCT to conduct research on consumer app acquisition and usage behaviors.
Methodology
A total of 8,470 respondents age 18–64 completed one of eight vertical specific online surveys focusing on smartphone app discovery,
acquisition, usage, and abandonment. The study was fielded between September 12 and September 22, 2014.
Respondents met the following criteria for inclusion in this research:
• Smartphone users
• Have used any smartphone app in the past seven days
• Have used one of the following types of apps on their smartphone in the past 30 days:
Retail
Gaming Entertainment
Travel
Local
Finance
Technology
Ipsos MediaCT is the market research division within Ipsos that specializes in reaching, engaging, and more effectively
understanding today’s digitally driven consumer in the fast-moving media, content, and technology space.
1 Nielsen, http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html
Social
BACKGROUND AND RESEARCH METHODOLOGY
4. General app consumption
Sources of app discovery
Influencing the download
App usage behaviors
Reengaging abandoned users
CONTENTS
6. The average app user has 36 apps installed on
his or her smartphone.
Base: Total respondents (n=8,470)
Google/Ipsos Survey Q1. Approximately how many apps do you currently have installed on your smartphone?
7. Few apps are used daily.
Base: Total respondents (n=8,470)
Google/Ipsos Survey Q2. Of the [...] apps that you have installed on your smartphone, approximately how many do you use ... ?
of installed smartphone
apps are used daily.
26%
8. Social and gaming apps have the most daily use.
Base: Used certain apps at least once a day (Floating Base)
Google/Ipsos Survey Q4. You mentioned that you use certain apps at least once a day. What types of apps are these?
33% media or entertainment related
19% retail stores or retail related
Types of smartphone apps used daily:
68% social and communication
19% games or gaming related
10. Sources of awareness of smartphone apps:
52% friends, family, and colleagues
40% browse the app store
27% search engines
Apps are often discovered outside the app store.
Base: Total respondents: Vertical average (n=8,470)
Google/Ipsos Survey Q11. In which of the following ways have you first become aware of [...] smartphone apps? Please include all the
sources where you have seen or heard information about apps, even if you didn't subsequently download them.
24% company website
22% TV
11. Search is a driver of app discovery.
Base: Total respondents: Vertical average (n=8,470)
Google/Ipsos Survey Q11. In which of the following ways did you first become aware of [...] smartphone apps? Please include all the
sources where you have seen or heard information about apps, even if you didn't subsequently download them.
app users discover apps
through search engines.
1 in 4
12. Search is especially effective for discovering
technology, travel, and local apps.
Base: Total respondents per quota; retail (n=1,059), gaming (n=1,059), travel (n=1,060), entertainment (n=1,058), social (n=1,058), local
(n=1,059), finance (n=1,058), technology (n=1,059)
Google/Ipsos Survey Q11. In which of the following ways did you first become aware of [...] smartphone apps? Please include all the sources
where you have seen or heard information about apps, even if you didn't subsequently download them.
% of app users who discover apps through search engines by app category:
28% Entertainment 24% Retail 19% Social 16% Finance 15% Gaming
43% Technology 35% Travel 34% Local
14. 49% social ads
47% banner/graphical ads in apps
45% banner/graphical ads in websites
43% video ads
Base: Average among those in each vertical who downloaded an app based on ads seen on a smartphone
Google/Ipsos Survey Q.14 Which of the following types of online advertisements have prompted you to download a/an
[...] app? Select all that apply.
Types of ads that prompted app downloads among app consumers whose
download was influenced by ads on a smartphone:
Search ads are effective in driving app downloads.
search ads
50%
15. Recommendations and interest/fun level are top reasons
to download apps.
Base: Total respondents: Vertical average (n=8,470)
Google/Ipsos Survey Q.13 For which reasons have you downloaded a/an [...] app in the past?
Reasons for downloading an app:
33% recommended by others
31% sounded interesting/fun
24% familiarity with company/brand
18% access exclusive discounts/rewards
16. 60% ratings
43% free trial
4 in 5 say price is important when deciding to download.
Base: Total respondents: Vertical average (n=8,470). Percentages based on Top 2 Box.
Google/Ipsos Survey Q.18 When searching for [...] apps in your smartphone's app store, how important are the following
factors in making a decision about which app(s) to download?
62% description
60% reviews
Important factors when deciding to download an app:
82% price
17. Most expect apps to be free; willingness to pay
varies by category.
Base: Total respondents per quota; Vertical average (n=8,470), Retail (n=1,059), Gaming (n=1,059), Travel (n=1,060), Entertainment (n=1,058), Social (n=1,058),
Local (n=1,059), Finance (n=1,058), Technology (n=1,059)
Google/Ipsos Survey Q.9 Imagine you wanted to download the following types of apps. How much, if anything, would you be willing to pay for the app?
*Averages exclude 0 values
Technology
Finance
Local
Travel
Social
Entertainment
Retail
Gaming
$2.81
$2.52
$2.22
$2.21
$2.18
$2.09
$1.83
$1.49
Overall Avg. Willingness to Pay = $2.17
expect apps to be free.
3 in 4
19. Simplifying life and ease of use boost app usage.
Base: Total respondents: Vertical average (n=8,470). Percentages based on Top 2 Box.
Google/Ipsos Survey Q32. Thinking about the [...] apps that you use frequently and those that you do not use very often or at all, to what
extent do you agree or disagree that the following attributes are true of [...] apps that you use more frequently?
Attributes associated with frequently used apps:
63%
63%
57%
Makes my life easier
Clear instructions for using app
Appealing design and aesthetic
Consistent experience on multiple devices
Always has new content
Brand I interact with offline
57%
45%
43%
20. 1 in 2 use apps to help make purchase decisions.
Base: Average among those in each vertical who used “apps” or "both mobile websites and apps" on smartphone in past 30
days (Floating Base)
Google/Ipsos Survey Q7. Which of the following activities do you use each type of smartphone app for?
45% look for more info.
29% make a purchase.
Look for info about a
specific product/services 28%
24%
18%
Look for something nearby
Contact a business
22%
16%
Make an online purchase
Make an offline purchase
21. Users make purchases through apps.
Base: Total respondents: Vertical average (n=8,470)
Google/Ipsos Survey Q26. Approximately how much have you spent on purchases of products, services, or new subscriptions made through apps in
the past 30/7 days?
Google/Ipsos Survey Q27. And approximately how much have you spent on purchasing virtual goods (such as upgrades in games, personalization on
social networks, other bonus/exclusive content, or extra/premium app features)?
Made purchase in
past 30 days
Past 30-day
median spend
Past 7-day
median spend
Spend on products,
services, subscriptions
through apps
39% $44 $16
Spend on virtual goods
through apps 24% $17 $8
23. Maintaining engagement in apps is a huge opportunity.
Base: Total respondents (n=8,470)
Google/Ipsos Survey Q2. Of the [...] apps that you have installed on your smartphone, approximately how many do you use ... ?
installed smartphone
apps are never used.
1 in 4
24. Base: Total respondents: Vertical average (n=8,470)
Google/Ipsos Survey Q.23 If a/an [...] company/brand required you to install an app to complete a purchase/transaction,
which of the following actions would you most likely take?
of app users are likely to
download an app when it’s
required to complete a purchase,
half of which would uninstall it
after purchase is complete.
Consumers often abandon apps immediately after
a download.
38%
25. App abandonment is mainly fueled by loss of interest.
Base: Total respondents: Vertical average (n=8,470)
Google/Ipsos Survey Q34. For which reasons have you stopped using [...] apps on your smartphone?
34%
29%
24%
Lost interest
No longer need it
Found app not as useful
Found a better or more useful app 18%
Reasons apps are no longer used:
26. Incentives can prompt renewed app usage.
Base: Average among those in each vertical who have stopped using apps on their smartphone (n=6,650)
Google/Ipsos Survey Q37. Now thinking about [...] apps that you've stopped using or uninstalled from your smartphone,
which of the following would make you more likely to start using the app again?
30%
24%
21%
Discount or coupon toward next purchase
Exclusive or bonus content
Family, friends, and colleagues start using it
Notifications of new features 16%
Prompts for restarting use of apps not used or uninstalled:
27. Discounts are most effective in activating
reengagement for retail, travel, and local apps.
Base: Respondents per quota who have stopped using apps on their smartphone: Retail (n=879), Gaming (n=896), Travel (n=822),
Entertainment (n=887), Social (n=712), Local (n=892), Finance (n=638), Technology (n=924)
Google/Ipsos Survey Q37. Now thinking about [...] apps that you've stopped using or uninstalled from your smartphone, which of the
following would make you more likely to start using an app again?
% of app users would start using an app again given a discount
or coupon towards next purchase by app category:
Retail
Travel
Local
Technology
Finance
Entertainment
Gaming
Social
47%
40%
37%
36%
28%
24%
16%
14%
28. Apps play a major role in a consumers’ mobile experience. While apps can delight users and satisfy their needs in an efficient
manner, getting their attention and keeping them captivated can be a challenge.
Based on what we know about app users, these are a few steps to succeed in reaching and engaging your app audience:
Maximize your online presence to aid in app discovery
Users have more choices than ever to utilize apps that meet their specific needs. To stand out from the crowd, marketers
must be present wherever smartphone users are looking to discover apps relevant to their interests. Online ads such as
mobile app install campaigns across search, display, and video offer a way to promote apps to potential users during their
moments of intent wherever they may be.
Keep users engaged by promoting the value of your app
Since most installed apps are seldom used, users need a compelling value proposition to start and continue using an app.
Users’ interest and engagement in apps are best stimulated with discount offers and exclusive content. You can promote
these incentives through mobile app engagement ads. Together with deep links, you can connect users directly to relevant
places in your app to take advantage of your offer or content.
STRATEGIES TO WIN WITH MOBILE APPS