Did you know that 80 percent of users churn within three months of downloading an app? That’s because most apps are marketed to the masses and not necessarily to the right customers.
Oftentimes, the goal of app marketing is to reach as many consumers as possible with the hopes of recruiting en masse and converting at better-than-average ratios. But part of the challenge for marketers is that many of today’s strategies are driven by metrics that don’t link to advanced user targeting and growth.
More specifically, app marketers aren’t using available data strategically to deliver productive user experiences that ultimately drive greater business profitability.
[Read the full article on MarTech Today.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Brian Solis is Principal Analyst at Altimeter Group, a Prophet company. Solis studies the effects of disruptive technology on business and society. More importantly, he humanizes these impacts to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation. Brian has authored several best-selling books including What’s the Future of Business (WTF), The End of Business as Usual and Engage!. His latest book “X,” explores the intersection of where business meets design to create engaging and meaningful experiences.