Blog : mobile

Mobile app retention rates
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Mobile app retention rates

Mobile app retention rates decrease by more than 75% within the first three months of downloading an app. By the one-year mark, only 4% of users still engage with an app they downloaded the year prior. Numbers like these highlight the importance of retention rates when dealing with mobile marketing.

Retention can be defined in different ways. Some companies choose to focus on simply getting users to revisit the app. Others look for engagement with specific features. How you decide to measure retention rates depends on your industry and the nature of the app. For example, an e-commerce app might emphasize user engagement more than a music-playing app. Either way, the goal is to get users to come back.

Mobile app retention is vital to the growth of a company. A high number of users is useless if they churn early on. Instead, a small number of users that repeatedly return to the app offers reliability and lead to stronger relationships between the business and the customers.

Ways You Can Increase Retention Rates

  • Target your mobile audience. Casting a big net to catch a bunch of users will yield a very low percentage of returns to your app. Instead, focus on marketing your app to a segmented group of consumers who are more likely to engage with the app continually.
  • Evidence has shown that push notifications can increase retention rates by at least 20%. Personalizing those push notifications to the individual user increases retention rates even further.
  • Give special attention to users within their first month of downloading the app. By developing a consistent engagement early on, you create a habit in the user that they’re more likely to continue.
  • Invest in beta testing your app to make sure you’ve developed a quality product. If the app isn’t user-friendly, all the marketing strategies in the world aren’t going to make it appealing to users.

User acquisition has consistently been the emphasis in mobile marketing, but the attention needs to be shifted to retention. Mobile app retention rates ensure consistent engagement with loyal customers, which means a longer lifespan for the app and the company.

The power of multimedia convergence
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The power of multimedia convergence

The diversity of mobile devices has increased the way information is spread across society. No longer do individuals rely on only a single device as their data source. The increasing volume of mobile devices used by any one person allows individuals to constantly want to check the latest trends, follow the latest celebrity, or look at the latest technology across all their devices. The melding of media is starting to be practiced by many.

“Simply put, media convergence is bringing together different media platforms to support one single campaign or promote a product.” – Gerhard Jacobs writing for Target Marketing

What is the power of multimedia convergence?

“A vast majority of consumers are cross-device users regardless of age demographic and mobile device usage is on the rise,” according to Millennial Media. Because information is at our fingertips and individuals have to have the latest technology trends in their hands, there is no secret that multiple device users exist. In addition, individuals are more likely to choose a mobile device over a desktop to search the internet or just for enjoyment.

Millennials (Gen Ys) have definitely changed the way individuals view information on the internet. These individuals are at the forefront of the way information is received and will definitely continue to pave the way marketing and advertising companies deliver their product or service to the general public.

Great power lies in combined media sources; it allows for different mediums to display and send the same message. Because of this overlap, individuals are prone to look at multiple devices throughout the day. The question becomes “Why not streamline those messages to show similar images and branding pieces?” “From the public’s standpoint, the increased convenience of information provided by converged stories makes using the media a better experience.”

Why is this such a powerful tool for marketers?

Being engaging with the audience is something that every marketer needs to keep in mind when creating content. The audience wants to know the latest, up-to-date information about their favorite product or brand. By displaying the same message across different platforms at different times during the day/week will help reach different audiences at different times in different ways.

Industry revenue resources will drive the deliverance of the messaging and will help marketers to gauge how to reach different audiences on different platforms. Of course, the difficulty will come trying to figure out rotation of advertisements and trying to figure out the best times to display those advertisements.

So marketers are faced with a multifaceted chess game – how, where, and when do place your content in a dynamic marketplace? How do you reap the greatest ROI with constantly revolving players?

The importance of responsive web design for mobile devices
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The importance of responsive web design for mobile devices

In a mobile environment, it is critical to provide users the finest quality user experience (UX). Web browsing must be experienced as a seamless transfer of form and function across all platforms. Consumers demand a fluid environment regardless of which device they hold in their hands.

To meet this consumer demand, Responsive Web Design (RWD) was crafted to provide fluid mobility to web content. Designer Ethan Marcotte was concerned with the collective elegance of both the internal code and the external page. He largely crafted the concept and practice.

RWD is the practice of building a web page able to display cleanly on any screen and any device, of any size. To the user, this means the media may be displayed a bit differently, graphics look slightly different, and there may be an alteration of function. But for the most part, the web page you saw on your desktop will display on your mobile phone.

A design problem:

Sadly, for many websites this is not the case. A non-RWD site may look perfectly fine on a desktop. That same site may become ‘user-hostile’ when viewed on a smartphone. Certain content may extend beyond the width of the screen (a common occurrence if it’s held in the vertical position). Some content and media may simply not display on different devices. Navigation throughout the site on a mobile device might be troublesome for a user because the design elements aren’t found where users expect them to be.

The reason for a responsive website design is to present users with a flexible interface. Without a responsive design, you risk losing potential customers who can’t figure out how to use your website or simply offending those who won’t accept its less-than-professional rendering on a mobile device. Either way, you lose face and revenue.

To create a responsive website, you’ll need the assistance of a design team who appreciates the desires of your company and the needs of your audience. Contact Colure to discuss your mobile design needs.

Advantages of mobile applications for small businesses
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Advantages of mobile applications for small businesses

A smartly developed mobile application can help level the playing field between companies of any size. The key to success lies in the quality of the user experience (UX). If a customer has a meaningful interaction, there is a better than average chance they will return to your company’s application. 

Here are 5 key advantages of a mobile application for any small business:
  • Access to the customer at all times – Possibly the greatest advantage is being able to interact with your customers in a truly meaningful way. The mobile app allows the consumer to decide when they are primed for your specific service or product. The user decides when and to which extent they are willing to interact with you.
  • Marketing – Develop a meaningful relationship with the customer. A quality user experience (UX) will allow you to provide an interactive relationship that cannot be developed through other media. Take this opportunity to market not only your product but more your industry to your customer. By providing additional information and resources, the customer will probably engage your application for a longer period of time. More attention directed toward your application can often equal more revenue generated by that customer base. Think of this as a digital version of the free classes provided by home improvement stores. They’ll hire an expert to teach a free class on tiling or plumbing. When class is over, all of the students start grabbing tools and supplies off the shelves. It provides a great ROI.
  • Direct customer feedback – the amount of real-time data gathered by your app has a value that extends far beyond simple transactions. It reaches the very mindset of the consumer. You are able to decipher the specific wants and needs of the user.
  • Craft your product to interact with a specific audience – Most media sources provide a one-sided relationship. Mobile applications allow you can craft an interactive product that targets a finite audience, with a specific interface. No other format allows for such an engaging experience. Creating a truly rewarding user experience must be “Goal #1”.
  • Brand Identity – Crafting your brand requires a labor of love. It takes time and commitment to craft a brand with whom the consumer truly identifies. Your brand includes a living, breathing relationship with your customer. Be sure to respect your customer as you would any relationship. By providing truly remarkable user experiences, your audience will return time and again to your app.

Separating yourself from the competition takes a quality product, planning, and skill. The interactive relationship you develop with your customers will help determine your future growth. Don’t leave that development to chance. Never take your relationship with your customers for granted. The greatest downfall of many companies is to negate their customers’ true wants and needs, in favor of their own vision of the same. Being blinded by your own biases can be a very costly mistake.

Success is built upon many well-measured steps. When you are ready to take your first steps in the development process, contact Colure’s Project Managers to explore your vision of success.

“Mobilegeddon” and Google’s algorithm update
Ken Bodine

“Mobilegeddon” and Google’s algorithm update

On April 21st, 2015, Google will release a major update to their search engine algorithms, significantly expanding the role of mobile-friendliness. This is widely considered by many, to be one of the largest game-changing events in the history of internet analytics. The announcement was made officially on Google’s blog in February of this year.

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high-quality search results that are optimized for their devices.”

Mobile access has already dominated the marketplace. Companies who have not integrated a mobile-mentality into their marketing plan are already being hurt because of the lack of customers who can view their website. The new shift in search results could significantly limit the remaining market share available to these companies. Companies without a mobile design will drop dramatically in the search engine rankings.

The purpose is to be sure that companies are adopting a mobile-friendly mentality to meet the expanding demands of the consumer. This event is about more than just having website with a Responsive Web Design. This is about companies embracing an entirely different mentality toward their marketing efforts. Next week’s shift will be monumental in the marketplace.

The event is significant enough to have been dubbed “Mobilegeddon” within the industry. This change will firmly establish what the industry already knows – mobility is not an “option”. It is a “must have” feature at the core of every application. The cost benefit of this move will re-enforce what many companies are already experiencing. Those who have not embraced the mobile movement will pay a significant price for not keeping up with the demands of the market and the consumer.

What will be changed? Google is keeping that a pretty tight secret. However, a recent post by Cindy Krum and Emily Grossman of MOZ, provides one of the best explanations I’ve seen of the upcoming changes. They discuss, in depth, how this will affect you and your company.

To assist companies in gauging these changes, Google has provided a test page for you to check your website’s mobile-friendliness.

Whether or not you have already modified your marketing plan, website and approach to mobile-friendliness, there’s an outstanding chance that next Tuesday should be pretty interesting. It’s sure to grab the attention of many CEO’s and stockholders.

Contact Colure’s Project Management Team to discuss your mobile concerns.

The Software Development Process
Ken Bodine

The Software Development Process

The Software Development Process is an organized, systematic approach to developing software. It’s an organized pathway traveled together by both the client and a software development team. The development cycle is an upward spiral that allows for discovery, new growth, consideration of new ideas, inspiration and change.

The process begins when a client approaches a development team with an idea for a new ‘digital mousetrap’. It’s critical that the software team listen to all the concerns of the client. These may include a timetable, budget concerns, support, logistics and so on. In turn, the clients must understand that the development team will do everything in their power to assist them.

During your application’s development, you will encounter numerous pressures that will divert you from your end goal. It is critical that you have a focused plan and a development team who can appreciate these concerns. A solid team will keep your project focused toward a specific goal.

The Software Development Process includes the:

  • development phase – it starts as an idea, quickly followed by an analysis; quality standards are established; specific goals are set.
  • design phase – you’ll discuss form, function and the delegation of duties.
  • implementation phase – The actual program code is written during the implementation phase.
  • testing and verification phase – after the development team has a working copy of the project, they will usually issue it out to a limited group for beta testing. Here, they gather data on what works and what can be refined. Quality standards are met.
  • documentation phase – here the data is brought together and assessments are made.
  • maintenance phase – this is the longest phase. It consists of the constant updating of the program and customer management. This phase continues long after the final release of the project.
The key to success is open communication.

The process is often met with long hours, varied opinions, and strong emotions for a project. This mixture of blood, sweat and tears is critical to the creative process. For as much as a client is passionate about the function of an application, the creative team has similar motivations. They view the project from the inside-out. Ones and zeros take on form, function and texture.

It is this marriage of visions that brings life to the original idea. Each project is more than just the sum total of the various parts. The project evolves with each new idea, inspiration, and dream. Contact Colure’s Development Team to discuss bringing your software dreams to life.

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Successful Content Marketing Campaigns

Content marketing is the technique for creating and sharing free content to provide the consumer with an additional level of product interaction. It is meant to attract new customers and to encourage current customers into developing a loyal, repeat business. But, it should be more than a portion of a company or product. It should be used as a tool to engage your audience.

Four successful content marketing campaigns:

  • Birchbox – a monthly subscription service that provides an array of carefully selected beauty samples to customers. They use content marketing to enhance the online shopping experience for their customers. Birchbox features articles about personal grooming, fitness, and popular beauty products to engage its customers. This has been the key to Birchbox’s success, allowing Birchbox to create an interactive experience for customers as if they were in a store.
  • Red Bull – the energy drink maker uses its content marketing to blend in with the community that enjoys its products. Red Bull specifically chooses to be associated with extreme sports through their advertising. They provide featured videos, films and photos of extreme sports and stunts to associate high energy with the essence of its community.
  • MasterCard – the financial institution uses their content marketing to create a hassle-free, convenient way for costumers to enjoy MasterCard’s features. On the MasterCard website, MasterCard offers features such as a saving calculator and debt FAQs to assist customers with their finances. To minimize inconvenience for it’s customers, helpful videos and ATM locators are located in its “Priceless Pointers” section on its website.
  • Kraft – the international food conglomerate, mastered the use of content long before it was a popular marketing technique. Kraft’s website features recipes, tips, ideas, and videos to assist customers with their products. They understand the power of connecting with their customers. Kraft has created a forum where customers can go beyond simply sharing their recipes. Customers experience those products on a most basic human level – while breaking bread. Kraft expanded its brand from simply selling their products to forming an online community that has become ingrained in the lives of its consumers.

A company’s content marketing has to be relevant to the company’s mission, products, and services. It should allow customers to consistently learn and engage with a brand. As content marketing continues to grow, it proves to be more of a long-lasting relationship than a trend. Content marketing will continue to be a necessity for companies to grow and actively engage their customers.

Contact Colure’s team to discuss marketing strategies for your business. See how a focused approach on your project can dramatically modify your performance in the marketplace.

Why is the mobile app industry worth $25 billion?
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Why is the mobile app industry worth $25 billion?

 

Mobile apps usage continues to grow. They’re a tool used by more and more companies. As the volume of applications grow in the business world, so do the dollars spent on app development. In a MarketsandMarkets report, the mobile app industry will be worth an estimated $25 billion (US) in 2015. Does your company need a mobile app developed? If so, how will you proceed?

You need to keep a few thoughts in mind while you consider developing an app:

  • The first questions you should ask yourself are, “Is this a task-oriented mobile app?” “Does it have a function, a purpose?” “Is it filling some void in the market?” “If so, specifically – what is that need?” Don’t put out an app ‘just to put out an app’.
  • This app should be the justification for all of the effort, pain, time, money and stress that you and your staff will allocate for its creation. In other words, ‘will it be worth all of the effort?’
  • Who is my target audience? Am I putting this together to help my customers understand my services or products? Am I creating this to aid my sales staff to better market their products? Will this app help streamline our employee’s workflow by eliminating paperwork?
  • Is it affordable? Should we try to do this ourselves or hire an outside firm to do the work? Is it possible to go mobile on a budget?

Your answers will help shape your course of action.

Here are several other considerations that may modify your choices. Remember that:

  • customers establish a strong connection between the value of your website and the value of your company. They will make the same connection between the quality of your app and quality of your company. If your app comes off as cheesy, or as having little value, that same correlation may very well be made to your company.
  • affordable apps can be made quickly and cheaply, but the real value is measured in terms how that app connects to your customer. If your customers see ‘older looking’ graphics, or find less functionality in the application (than should be reasonably expected), those deficiencies will translate into a loss of customer trust in your company.
  • To you, what is the true value of your customers’ experience? To which level do you honestly appreciate their quality of interaction with your company? To which extent are you willing to invest to provide a positive, proactive experience to your customer?
  • What happens if there are problems with you mobile app? Will you have support, if any (in terms of expertise and time) to help you? What happens if things go sideways?

In the end, the questions of quality, support, cost (expenses vs. effort), and the cost-benefits gained will determine how you establish your budgets for the application. You know your business better than anyone else. If you are not impressed with the application, there’s a good chance you customers too, will not be impressed.

With that said, apps have a critical role in today’s business world. They facilitate function and access. As with everything in life, you only have one chance to make a good 1st impression. Be sure that your app is the finest that it can be, for both you and your customer. Embrace the challenge. Speak with Colure to define your application’s development and marketing.

 

 

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Why invest in mobile?

Why invest in mobile?

95% of people looked up information on their smartphone. 61% would call that business. 59% will visit that business. 44% will make a purchase.
87% of people use their Smartphone on the go.
48% of people use phone while eating.
79% of people have used a smartphone to help with shopping.

(Source: Google)