People are accustomed to doing loads more with their mobile apps, regarding them as the collective “go-to” for everything necessary to organize, optimize and enjoy the daily routine. As a result, consumers are primed for deeper engagement “in-app” at precisely the same time that more marketers are looking beyond the app install to drive conversions deeper in the funnel. It’s a dynamic that pushes down the cost to acquire users who will convert and boosts the chances of many app categories – especially booking apps - to win big.
Smart companies are looking beyond the iTunes App Store and Google Play, mapping out a multiple app store strategy to reach a larger market with their app. These alternative app store environments offer a variety of benefits, allowing app developers to boost brand profile, reach new audiences and expand to new geographies. From Amazon Appstore (one of the biggest Android app stores in both reach and rate of growth) to the Opera Mobile Store (the app store owned and operated by Opera Software ASA that reports a user base of more than 100 million monthly users across 230 countries) opportunity is calling.
Since Amazon founder Jeff Bezos bought the Washington Post in 2013, the publication has become a sandbox for digital ideas that span a wide spectrum. I catch up with David Merrell, Manager of Product Development at The Washington Post, to discuss how the company is harnessing audio content, exploring voice interfaces, and preparing for the opportunities and challenges of storytelling on new platforms.
More apps mean more competition for users. This dynamic is driving user acquisition costs into the stratosphere. Companies have a choice: They can pay higher prices to acquire app users, or they can invest more effort in retaining high-value customers. Reams of recent research reveal a seismic shift to the latter as more app marketers sharpen their focus on approaches that emphasize “quality over quantity.” It’s all about keeping users loyal. App marketers are beginning to understand that the customer-centric rules of online, digital and physical marketing also apply in the App Economy.
Mobile isn’t just causing a seachange in consumer behavior by increasing our demand for formats and features that are easy and enjoyable to access on smartphones and tablets. Mobile is also causing a seismic shift in advertising spend allocation, a surprise trend documented in the Zenith Advertising Expenditure Forecast released earlier this month. The forecast, upgraded from numbers the company published in June, still expects mobile advertising to overtake desktop–but the new forecast predicts this will happen much sooner.