There is an overwhelming number of smartphone apps available today in a wide range of categories, from productivity and management tools, to education and games, and more. Most mobile users download up to 50 apps on their devices, where often unused apps get deleted and new ones attract attention. How can marketing professionals engage mobile users in this highly competitive world?
Whether a startup seeking funding or an established corporation, every executive bears in mind the importance of the user acquisition (UA) conversation, how to grow and retain customers, and how to do that for less money.
VentureBeat (VB), an online technology source for news, events, research, analysis and commentary on technology innovation, recently published a comprehensive report about mobile user acquisition aspects, considerations, and views.
The UA space expends big bucks; according to VB, close to $250 million were invested in the past two years. VB’s research guides companies through the customer acquisition process, how to gain quality users, how to maximize ROI from campaigns, and more. The report looks in the mobile domain at the difference between companies that apply traditional marketing and digital media methods and mobile-first businesses. The conventional brands focus on converting existing customers into mobile engagement and, also, on growing their new mobile users base. Mobile-first companies center their marketing efforts and advertising on directly engaging more mobile users.
Customer behavior has shifted significantly in the last few years from desktop to mobile. According to eMarketer, mobile advertising will surpass $100 billion worldwide in 2016. eMarketer estimates, there will be more than 2 billion smartphone users worldwide next year. In 2015, 59 percent of the U.S. population have been using regularly a smartphone, 49 percent use a tablet and about 33 percent utilize both on a daily basis. Today, U.S. mobile users consume media, communication (like text messaging and email, etc.), shopping, social media, location and more. For many, mobile has become the device of choice.
Clearly, as more organizations move into mobile platforms, the competition on users will increase. As more Internet users transition into the mobile realm, we see a growth in mobile ad spending. MediaLink, a strategic advisory and business development firm, provided analysis of the eMarketer report.
The VB report tracked 300 companies that specifically help mobile app developers and publishers in their UA efforts in several categories, from analytics tools, monitoring, geolocation, marketing automation, user experience, and more. The report found that in the U.S., the average user acquisition cost is $ 2.91, however it varies by industry. Google, Facebook and Twitter lead by far with UA growth and retention. VB strongly suggest that multiple acquisition programs are essential in growing the number of customers and notes that partnering with Google, Facebook and Twitter is a good move.
VB Insights report ‘Mobile User Acquisition: How Top Publishers Get the Best Users for Less Money’ was published on September 28, 2015.
Other reports in Marketing, Technology, Mobile, Marketing Automation, Gaming, and more are available on VB Insights website.
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