Marketers aren't getting the most out of their apps, claim mobile experts

Marketers aren’t getting the most out of their apps according to industry experts speaking at the latest ‘Think with Google Live’ webinar event.

It was the opinion of the panel that marketers across the board were not utilising their apps analytics to the best of their capabilities and closer alignment of stats and push notifications will be needed to see user experience streamlined and, in turn, an increase in profitability.

The ‘Mobile Apps: A New Age of (Re-) Engagement’ session was moderated by the IAB's John Mew and featured input from David Sandler, global account director at Fetch, creative strategist for Mobile 5, Matthew Goldhill and specialist agency head at Google UK, Max Macintosh.

Goldhill said: “There’s two ways of using them (push notifications).

“One is push notifications as a pipe.

“Just chucking out a push to all your app users saying open up your app, kind of like a nagging child.

“But there’s some really great tech out there which allows people to combine their analytics with their push notification strategy.

“So then you create target audiences.

“So if you have dormant users or users who’ve only used it once you can send them a specific push maybe something with an incentive or a message to remind them why they downloaded the app.

“Or you’ve got people who use it all the time but maybe don’t use a certain feature give them a different push to send them into that feature.

Over the course of the thirty minute session - hosted on Google+ - the panel outlined the strategies and marketing initiatives helping brands succeed on app re-engagement - as well as unearthing some of the common pitfalls.

Aside from push notifications, the subject of analytics was the big talking point of the webinar.

Analytics were now being used to identify those most likely to spend money on the app which allows marketers to spend ad dollars on targeted advertising, it was explained.

Goldhill said: “There’s piece of technology called AdEx which looks at your initial media spend on downloading apps and then it works out what was your most efficient spend based on engagement and then tailors your spending so that you’re always spending to the right people.”

The session finished with the panel giving their top tips to ensure app re-engagement.

Making the registration process easy and ensuring that the app mirrors the desktop and mobile sites made the list alongside advice to employ a personalised, targeted push notification campaign.

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