Why Web Presence is Key to App Success

Here’s a question: how important are websites in a mobile world?

Apps seem set to dominate the way customers interact with brands. In 2015, Apple’s App Store grew by 1,000 apps per day, and Google Play downloads are expected to triple by 2020.

At the same time visits to brand websites are declining – digital media time in the US is now significantly higher on mobile at 51%, compared to desktop (42%).

It’s tempting to think that websites have passed their ‘Best Before’ date.

But could the rapid growth in app downloads lead to this channel becoming a victim of its own success? People don’t have unlimited space on their devices and only best-loved apps are used often. And in developing markets, space and data are even more limited, so assuming that all customers are going to install and keep your app is not likely unless it’s a great user experience.

Here’s a scary stat: according to Flurry Analytics, only 36% of apps are retained after one month and only 11% for a year.

This is where websites can still play a prominent role.

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Three Reasons Pokémon GO Might Struggle in Emerging Markets

You must have been asleep over the past couple of weeks not to have heard about Pokémon GO. The Augmented Reality game from Nintendo and Niantec lets players roam towns and cities using their phones’ GPS maps looking for Pokémon creatures to catch. It’s essentially a gamified Google Maps that overlays digital characters on the real world.

Pokémon GO’s blurring of digital with reality has already made it one of the most successful app games ever: just one day after launch the app was installed on more US Android phones than Tinder. One site which allows people to get around the current country restrictions saw 4 million visitors in just one day. It’s little wonder Nintendo’s stock has jumped from £13bn to £19.6bn (and climbing!)

Trust me: if you’ve not yet seen someone on the street hunched over Pokémon GO, you will soon – but only if you live in a developed market. I have a hunch that Pokémon GO won’t have quite the same impact in emerging markets as it’s had in the US, Australia and Europe (and soon Japan and Korea).

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Q&A: Making the Most of Mobile CRM

Grow.co, a forum for marketing professionals, hosted a panel debate last month on mobile Customer Relationship Management (CRM).

Barron Ernst, Chief Product Officer at ShowMax, and Eduardo Henrique, Head of Global Expansion at PlayKids, joined mobile marketing professionals to discuss how best to use email, push, and in-app messaging in CRM campaigns.

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Your Mobile Experience Must Be Simple, Regardless of What Country You’re in

According to the GSMA there will be 5.9bn smartphones in circulation by 2020, at which time 69 percent of all mobile connections will be either 3G or 4G. With around 40 percent of all ecommerce transactions already taking place on mobile the implications are clear: to succeed brands must be able to deliver an exceptional mobile experience to their customers.

The key question facing brands is how they can create such enriching mobile experiences. With competitors just a few clicks away and customers more likely to switch brands than ever before, ecommerce and mobile content brands must look to deliver something different; to disrupt and innovate to make their mobile experiences as intuitive as possible for their customers.

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Three Steps to App Success

When it comes to mobile apps, user experience is everything. The most innovative and disruptive business model in the world is still likely to fail if the app strategy is not successful.

Despite this fairly obvious fact, all too often businesses launch apps that do little more than gather digital dust on users’ smartphones before being uninstalled. In fact, while downloads on the App Store and Google Play clock in at an impressive 1,500 per second, most of these are only opened once.

The crucial question facing companies that wish to launch apps is clear: how can I retain users? I’ve found that there are three crucial steps businesses must take to ensure their apps are ‘sticky’ and profitable.

As a quick reference, one of the best reads on this subject is Hooked by Nir Eyal (great summary here).

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Has Email Marketing had its Day?

For anyone working in ecommerce, a recent report by Return Path may make some uncomfortable reading. The company released a new benchmark for email marketing, which found that emails from business marketing companies had the lowest read rate of any sector surveyed (just nine percent, compared to 47 percent for those from utilities).

In today’s multi-channel world, where consumers can be reached in a variety of innovative ways, including in-game advertising, promotions through Shazam and QR codes, it may seem that the humble marketing email has had its day.

The reality is far more complicated.

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Are there different global design trends? Does it impact WeChat, WhatsApp, and Uber?

I’m continuing re-posting and elaborating on my AMA from Growthhackers.com.

This was another great question from Edward Stephens: Do you think international mobile design will pose significant cultural differences e.g. mobile usage in China (WeChat) and do you expect this to homogenise?

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Determining Growth Strategies in Emerging Markets

I’m continuing re-posting and elaborating on my AMA from Growthhackers.com.

This was a great question from Hila Qu: In your current role at Naspers, I imagine you help with growth strategies for multiple products in multiple countries. When you face a unique business in a country you have never worked in, what is your method to find relevant strategies?

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What are Emerging and Declining Engagement Channels? Are They Different in Emerging Markets?

I’m continuing re-posting and elaborating on my AMA from Growthhackers.com.

The question this time was from Sean Ellis, founder and CEO of Growthhackers.com: Given that you have experience across multiple channels (email, mobile, personalization…) I’m curious what you think are the most important emerging and declining channel opportunities these days. For example, would you rather focus on a business where you see substantial growth opportunities in mobile distribution or email distribution (assuming it’s something people want and ultimately end up loving). Any context on why that channel would be appreciated.

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Has Lean Startup Methodology Changed Since I Worked at IMVU?

I recently did an AMA on Growthhackers.com and thought some of the answers were worth sharing as blog posts. I’ll also add a bit of content or elaborate on the answers.

A good question I got from Edward Stephens: How much has the original “lean methodology” implemented at IMVU had to change to keep up with current trends or has it and does it continue to withstand the tests of time?

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