Think Mobile : Brand Awareness

Your potential audience is surrounded by at least 2 mobile devices, where they spend at least 52% of their digital media time. And these numbers are only on the rise. How can we be sure that the users not only download the app but also use it actively? We need to create brand awareness through your mobile app.

It’s time you make your mark and reinvent your brand by creating mobile app brand awareness. When brand awareness is done right, you could have an ever growing and extremely loyal customer base.

Some of your most intriguing questions could be…Are people able to connect with your brand proposition? Is your mobile app able to provide a good user experience for your brand? Are the product innovations doing enough to cater to your customer needs? As a brand these are some questions that will keep you thinking. Here are some strategies that might interest you.

Optimize your product description in the store

Be easy to find, be easy to understand, be simple to use and be the product that user customers cannot refuse. Were you able to un-complicate things? That’s the key here.

Build a story around your product

It is always interesting to know what went into the making. People need ways to relate themselves to the product. And then make some noise… media coverage, promotions, product reviews. Let people talk and be quick to respond to their questions. It all adds to creating your brand awareness.

Target the right audience

Identify the people who are most likely to use your product and benefit from it. You could have a lot of app downloads but it could be valued only by those who need it. It is very important to segment your audience and target the right segment. This would improve the value addition done by your product/service and could give very strong customer reviews.

Focus on the functionality of the product/service provided

Be clear on the what are your objectives, what is the core functionality of the app. See if purpose is being solved. Track your user feedbacks and reviews to understand if your focus on product functionality has been successful and well communicated. Always be clear on your value proposition and be sure that the end user understands it as well.

Innovate the product and engage the user

In this fast paced world you can’t be in the limelight for long without innovating new features in your product. People always look for something new, improvise the product periodically. Engage the user and keep your app active. Send personalized messages and create that value added user experience.

A lot of app downloads happen everyday. But there are also a great number of apps that are opened once or not even that. You can keep the activity going your app by constantly engaging the user. You can send personalized messages, notifications and conduct surveys, polls to give a user a personalized user experience.

You could get in touch with us to help you with this.

The then-and-now of Mobile Retention

As individuals, everyone has ideas they wish to turn into customers. With more than a million B2C applications in the mobile app stores, we know individuals have invested in their ideas to transform them into overwhelming applications that can change the way we live. All is well until they turn their eyes to their analytical sheets and switch to reality!

The outwit of these analytical numbers are that you cannot afford to overlook them – being significantly important metrics that measure the value of your product.

Going back to the days of Fred Wilson, his 30/10/10 ratio rule featured points to exhibit statistics of retention. This rule stated that 30% of the registered users will use the app once a month, 10% will use the app daily and only 1% at any given time. However, with innovation being a constant, these numbers may not hold true for all business models today.

The change

According to Flurry, an average mobile application retains 36% of its new users after the first installation. This figure keeps declining gradually with time and just 1 in 10 users stand a chance to open your app after an year. Where losing 80% of your acquired users was considered a huge loss; today, users who have opened your app 11 times in a month are your best catch, hoping the 7-day retention to go up to a maximum 30%.


The issue

With competition and threat of substitutes at a ‘high’ status today, installing and uninstalling has become a matter of few taps on your phone. Most apps are free and hence the overall cost of switching is almost nil.

Another major reason is lack of filter on the quality of users that the innovators are acquiring. Majority of the times, users don’t possess the required information and don’t realise whether they really need the app that they have downloaded. Since, they are not spending any time or money before becoming your user, it makes them users with ‘zero loyalty’.

What retention are you measuring?

Retention can be defined in different ways for different business models. Varying from rolling retention, full retention and return retention, the pattern for of analysing confinement changes every time. Figuring out the right way to understand ‘your type’ of retention is the key to a successful measurement. However, from a business perspective, return retention proves to be the best forms of calculating the number of people coming back to your app.

Key takeaways

  • Supply of apps in the mobile world is way ahead of the demand. However, the time spent by users on the mobile has significantly increased
  • Segmenting your users and treating each segment individually is your tool for maximum customer retention
  • Create the everlasting impression – Focus more on users on the first 3-7 days of their installation and differentiate their in-app messages, notifications and features from others