Which is more important: app installation discovery or engagement?


Engaging is of paramount importance to app developers and all creators of consumer tech products and all products. This industry-agnostic quote is from a Bain study on customer attrition.

How can loyal relationships lead to cost savings? It is worth considering the cost of maintaining a loyal customer over the cost of acquiring a new one. Customers are a key factor in increasing profits across a variety of businesses. Each year they remain with a company, they generate more profit. For example, a 5% increase in customer retention results in more profit than a 25% increase in financial services. Why? Why? Your operating costs to service them decrease as they buy more. Return customers are more likely to refer other customers to your company. They’ll pay more to do business with your company than switch to another competitor they don’t know or feel comfortable with.

It’s not difficult to see why engagement and retention are so important for mobile. Localytics CEO, a mobile analytics firm, wrote an open letter to Mary Meeker asking her to add a mobile engagement section to her Internet Trends Report. The CEO wrote:

Forrester also noted that views/traffic to my app/site is the most common business metric for measuring mobile success. We know this doesn’t work with websites, so why wouldn’t it work with mobile? While companies are spending a lot to acquire mobile users, they don’t focus on building ongoing, mutually beneficial relationships.

The app economy matures, and marketing expenses rise to meet the value some of the most profitable (and therefore most marketed) apps can generate from their user bases. As such, the “post-discovery” phase of the mobile channel — where the user has downloaded an app — is becoming an important battleground for app developers. This is how developers attempt to retain and keep their most valuable users.

Assuming that retention is more important than acquiring new users, the question becomes how much developer resources should be allocated to engagement or discovery. A developer’s budget should reflect that keeping users is more important than acquiring them. What tools should developers use to find that balance?

It seems that the ecosystem for tools for acquisition (discovery) is much more robust than the one for engagement. Many of these tools are not optimized for mobile platforms. Push notifications are the best example of a mobile engagement channel. However, their implementation can prove counterproductive.

Some channels, like email and social media, might encounter friction because they are platform-independent (e.g., would an email notification about an upcoming event/promotion in an app work if it was opened on desktop?).

It’s not difficult to agree that engagement is important. However, the platform layer that connects the user with an app makes it difficult to reach them directly when they aren’t using the app. discovering mobile is the best place to shine: A developer can reach potential users on mobile if they use any app with an ads SDK installed. The only channel that a mobile developer can use to reach users outside of their app is the mobile push notification. The access problem will continue to exist until that issue is resolved. Otherwise, developers will find it difficult to engage users and attract their attention.

These are some of the best strategies that top marketers use to drive app discovery and engagement via Google.

Organic Search                                                                          

Your business must allocate its funds efficiently when you are just starting. Your app can be easily found by app indexing to make it searchable through natural or unpaid Google search results. App indexing can help you attract users via Google search. It matches what customers are searching for with your app’s relevant content. A basic SEO strategy can be used to ensure your app ranks high in Google’s search results. This aspect will allow you to increase app downloads without spending much.

Advertisements in the Google Play Store’s search result pages can reach billions of Android users. Now you can manage your app’s ads just like traditional text ads, with keywords and bids. Google offers tools that allow you to track metrics such as app installation.

Advertisements for Mobile App Installation

It’s a new world. Mobile searches are more popular than desktops when searching Google. Paid search results allow you to take advantage of this high traffic volume from search engines. Similar to organic search, mobile app install ads can also be tailored to specific searches to drive downloads of your app. Google plans to release “stream able” apps, which allow users to try them before downloading. This factor would increase the importance and effectiveness of app indexing and paid mobile engagement ads.

Re-engaging Customers

It is important to ensure that customers return to your app (mobile application discovery) equally hard.  This number is expected to decrease, but creating a retention strategy that positions your app for success is important.

Deep linking is a highly effective strategy for re-engagement. App indexing strategies consistent with the Google search results will enable users to directly return to your app from their Google search results page. Deep linking searches can find an already installed app and market it as before. This factor will ensure that your users return to your app often. Keep up with push notifications for your app. A simple strategy for re-engaging app users and increasing retention is the push notification.

In today’s digital world, your mobile app presence is essential. Make certain you maximize the capability of your app.

Your business must have a mobile presence.

These days, customers want instant access to information. They can get it from their phones. Customers expect to interact with you via their mobile devices and receive goods and services from you.

Mobile apps allow your business to be accessible at all times, even on weekends or holidays. They also enable you to offer your customers on the go access to rewards programs, recruitment opportunities, and other services. Although the app promotes your business, customers need to discover your mobile app to download and use it daily.

Below, we have outlined four methods to increase your business’s success with a mobile application.

1. Facebook and other social media sites.

Your customers will share content and promote your company when you sync your app with other social media sites, namely Facebook, Twitter, as well as Instagram. Customers can share special contests and promotions that you may have with their friends, and they will be moved to your app. Tweet out special offers or events.

2. Push notifications and geofencing are also options for marketing.

 Your business can grow if you use local content. Customers feel valued and cared for when they are provided with content relevant to their interests and location. This aspect will bring in a lot more business.

3. Giveaways, trials free of charge, and contests

These are great opportunities to get involved! Your app will be downloaded by people who want to participate in giveaways and contests. This factor will allow you to promote your products and services, which will result in more sales and loyal customers.

4. Advertising Space

This site targets consumers based on their interests, so your ad will be seen by those most likely to give your business. Targeted advertising is a great way of generating revenue.

You can make your business more successful by creating an app. A mobile app has been a boon for many businesses, including restaurants, bars, concert venues, and retail outlets.

Leave a Comment