While in-app tracking has been gaining popularity in recent years, many marketers have been slow to leverage the potential benefits it offers. This could be due to the fact that, over the past decade, many businesses initially created apps as a reaction to the influence and popularity of mobile devices. Many approached digital agencies with a brief that amounted to little more than “we need to get an app out there,” without truly stopping to consider why they were doing it or what role the app would play in the company’s wider marketing strategy.
As a result of this approach, user downloads of the app became the key metric used to measure the success of the whole project. Lots of downloads means lots of happy users, right?
Wrong.
Recent research found that more than 25% of all apps are only ever opened once after download. By failing to distinguish between these one-time users and those who go on to make regular use of the app, marketers are missing out on golden opportunities to gain commercially valuable information to optimize their campaigns and spending.
Our new white paper, “Addressing the Mobile Tracking Challenge: Marketing in Perpetual Movement,” provides further insights into emerging challenges and trends, as well as best practices for those aiming to monetize the incredible potential of mobile app tracking techniques. Download the whitepaper here.
