Q4 Matters: Why App Retail is the Next Big Thing
David Asseoff is a pioneer in Performance Marketing, founding his company Adperio over 20 years ago. Adperio works with a variety of strategic advertisers, including major F500 brands, global agencies and emerging startups. Asseoff and his team helped spearhead industry leading compliancy solutions to protect advertisers from sophisticated fraud and undesirable traffic sources. Asseoff and Adperio have been acknowledged for several awards including the Colorado Forty Under 40, the Inc. 5000 growth list for 6 years and recognition as one of the Best Places to Work in Colorado for 5 years. As an entrepreneur, Asseoff is actively involved with several Denver/Boulder Start-ups through mentoring and angel investing. He also works with non-profits, including Children’s Future International, in which Asseoff is the Board President.
Did you know the average person checks their phone 85 times a day, spending a total of five hours on their mobile device? That’s approaching a third of our waking day. With so many engaged and active users at their fingertips why aren’t companies putting more of an emphasis on mobile marketing? In Q4 and the holiday season, mobile retail purchases will be a larger percentage of overall sales than most advertisers are prepared for.
Holiday season mobile shopping
Mobile retail is revolutionary. Users are able to shop at their convenience, in line at the grocery store, on the couch watching Netflix – convenience is the name of the game when it comes to mcommerce. In fact, mobile commerce sales have been on a steep and steady incline since 2013 with no sign that the pace of change is slowing. According to an analysis from Internet Retailer’s 2016 Mobile 500, mobile commerce now accounts for nearly one-third of all US e-commerce sales. Darwinian Theory reigns supreme in the retail market – advertisers need to adapt or be ready to get left behind.
The main complaint users have regarding mobile retail is that the websites/apps are difficult to use, hard to load and jam packed with useless information. According to a study by Limelight Networks, 80% of users will abandon a mobile website if they have a bad user experience. With the odds against mobile, inputting credit card and personal information into a web browser can seem perfunctory and sketchy to the consumer. So, how can the individual advertiser compete? Cut the fat – apps that have a lot of data tend to load slowly and websites with a lot of clutter come off as untrustworthy. Organized, clean and appealing apps have the most success with users. Additionally, apps need to have a painless checkout process that requires minimal user information.
Lastly and most importantly, advertisers need to choose a partner that they trust to acquire and convert consumers to their mobile experience. It’s the equivalent of driving foot traffic to the store, except the store is now literally in each and every consumer’s hand. Leveraging the knowledge of a trusted partner can make or break an app debut. Look for someone with a holistic sense of the marketplace, so that you know where to start and where to grow. No one channel can meet any mobile app’s need, but rather each work together to incrementally increase paid and organic installs. Another key is to track post install activity with partners who are proactive in optimizing towards your ideal, return-positive consumers.
Bookmark Your Brand
Apps are quickly becoming the new desktop browser bookmark. Their convenience is unparalleled and with as much as users are engaging with their mobile device it is paramount that your app break through the white noise. Q4 yields the highest revenue generating months and knowing what we do about mobile retail trends, now’s the time to get ahead of the competition.