• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
January 31, 2014

3 Reasons to Ignore Apps, And Why They’re Wrong

Posted by David Gong

At the recent Mobile Media Summit in San Francisco, a panel of agency experts pretty much all declared that mobile apps had no value for advertisers. The reasons for that opinion may be varied, and in some ways valid, but they do not justify completing ignoring the value of an app.

Here are three of the most common reasons given why apps are not a good fit for marketers’ needs, and a reminder why one-size-doesn’t-fit-all, even with objections.

1.     High Development Costs – Yes, apps can be expensive. Truth is, though, they can also be cost-effective, and even inexpensive. Like anything, cost is based on scope. Build an app that delivers utility relevant to your brand, and you’ll get only what you need, not unnecessary bells and whistles. It’s usually the superfluous stuff that causes development overruns, and app developers’ eyes to pop with visions of a waterfall of gold coins. At PMG, we’ve created apps for clients that were laser-focused on utility, and believe me when I say we delivered those apps in timelines and at costs that would make marketers’ drool.

2.     Low Use & Reengagement – There are many statistics out there that say a minority of app users engage with the app more than twice. The average app sees less than half of users who are one-and-done users.  The challenges in engaging app users really are nothing new – you could have made similar arguments about web sites back in the day. Effective reengagement campaigns and, most importantly, providing a useful function (whether it be for commerce, entertainment, or other purpose), will bring users back time and again.

3.     High Uninstall Rates – This closely correlates to the reason above. If a user doesn’t see value in an app in the form of utility, then they are very likely to remove the app to create space on their phones for new apps. Think about that a bit – people are downloading apps because they seek utility. If you provide value to them, they will keep the app, and find something else to remove.

I love the FlightTrack app on my phone, which syncs with my TripIt account so that all flights in my itineraries are automatically tracked, without requiring me to input them individually. I don’t travel so much that I really need this app, but because FlightTrack makes it so easy for me to use when the time comes, I keep it around because of that utility. The OpenTable app also stays on my phone because it’s so easy for see available restaurants based on my location, and I love earning rewards, especially for things I’m going to do anyway.

OpenTable

Mobile web should be the primary focus for marketers that are starting to get serious about the channel. There’s no doubt about that. However, do not discount the value of a useful app. They can be great vehicles for brand engagement, customer retention and driving action.

appsmobile appsmobile marketingMobile Media Summitrandom musings
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • Hindsight 2020 & Looking Ahead to 2021
  • Preparing for Streaming’s Growth & The Future of TV Buying
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.