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BizReport : Mobile Marketing : July 02, 2015


Kahuna: Brands must engage for apps to work

Just putting out a shopping or gaming or social networking app isn't enough. According to one new report most consumers (90%) will stop using apps - even those they are very interested in - if the brands offering the apps fail to engage them.

by Kristina Knight

The upshot of a new Kahuna report is that brands in the app space need to start engaging consumers after they download. According to the Kahuna Mobile Marketing Index up to 90% of 'high value users' disengaged with apps after 90 days because the brand offering the app didn't engage them. The authors of the report warn that creating an engagement strategy is crucial to keeping app users.

"[Brands] must be strategic about where and when they ask for permission to send messages, especially on iOS where the opt-in isn't guaranteed. App interstitials that convey the benefits of opting in for messages before the actual iOS prompt is sent is a proven way for companies to boost opt-in rates. It allows companies to use a greater amount of phone real estate to communicate the benefits of push notifications, as well as other information customers want to know - like the cadence and purpose of messages being sent," write the report authors.

Some interesting findings include:

• For those who opted in to push notifications the 30-day average retention rate was 125% higher than those who didn't opt in
• For 60 day retention rates, the average for opted in consumers increased by 150%
• For 90 day retention rates, the average for opted in consumers increased by 180%

But, it isn't just about allowing users to opt in to push notifications - the information pushed to them has to be relevant. According to the report, consumers only want pushes that are immediately relevant to them.

The full report can be downloaded here.






Image via Shutterstock

Tags: Kahuna, mobile marketing, mobile push notifications, mobile trends








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