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Loyalty & Retention

App Marketing Conversations: Mobile Marketing for Retailers

Robi Ganguly  //  July 23, 2013  //  7 min read

Mobile commerce is coming. We hear it from more retailers every week: their customers are moving to mobile devices and with it, their attention has shifted. As retailers try to figure out how to market to mobile customers, we had some advice about the customer acquisition strategies they should employ, things like:

  • Utilizing iTunes Smart Banners
  • Being wary of being too aggressive to all mobile customers
  • Applying their existing media spend to mobile acquisition messages

Watch this quick 8 minute video to find out more about how as a retailer you can boost your app downloads and accelerate your mobile business through intelligent marketing. Tried any of these tactics out or have others to suggest? Please share in the comments.

Be sure to check out the Gamehouse segment from this week’s App Marketing Conversations, covering the overall app market and how developers can take advantage and watch the MobileDevHQ segment on app store competitive intelligence.

The Transcript

Robi Ganguly: Good morning. Welcome to another App Marketing Conversations. I’m here with Ryan Morel of GameHouse and Ian Sefferman of Mobile DevHQ, and I’m Robi Ganguly of Apptentive. Today we’re going to talk a little bit about nontraditional channels and marketing efforts in the app store and the app ecosystem more broadly. I think starting off with why to talk about this stuff. We all know the [inaudible 00:00:25] installs continues to increase in price. There’s more competition every day, and certain categories in particular are really expensive. We know that games are hyper competitive. Tons of competitors there paying for installs, getting featured, et cetera. So, as you’re approaching your marketing budget and you spend, what can you think about here? In particular, I want to talk a little bit about the retail space. We see more retailers coming online and trying to think about approaching this. It’s expensive, it’s crowded to look at installs. What are other channels that you would look at if you were a retailer, Ryan?

Ryan Morel: Your existing customer communication channels would be the first ones. You have an e-mail list, a website, people come into your store
and buy chocolates. Fantastic.

Robi Ganguly: Yeah.

Ian Sefferman: Yeah.

Ryan Morel: Do that. Especially for retail or anybody that has an existing
communication channel or an existing customer relationship outside of an
app, use that to drive people to your app experience.

Robi Ganguly: So would you be a proponent of buying television advertising
around app marketing?

Ian Sefferman: I would, actually.

Robi Ganguly: Have you ever seen any…

Ian Sefferman: Yeah, we were talking about this online. On certain
occasions I may watch Keeping up with the Kardashians. On certain occasions
I may watch Keeping up with the Kardashians marathons. And somebody who
does this really successfully, or at least appears successfully with it, is
Candy Crush. Obviously, that’s a game. The game’s category is not in
retail, but they are purchasing as specifically around their app. It’s all
focused on the app itself and how that’s working. They’re running it so
frequently that I don’t think that they’re not making money.

Robi Ganguly: Right, yeah.

Ian Sefferman: So, yeah, I think TV and off-device in general is a really
smart avenue to go.

Robi Ganguly: I definitely see more and more traditional brands talking
about their app in some of their commercials, Maybe not everything. But a
few of them seem to have campaigns around this, like retail banking. Bank
of America, Wells Fargo, these folks, and Chase. Chase is blasting the
airwaves recently. They talk about their app and your ability to take
pictures of receipts and stuff like that. I think these guys are realizing
that their existing span can actually utilize and broaden their depth of
communication and connection to their customers by getting them in their
mobile app. Let’s talk a little bit about WebTap. So, this is something
that you see a good bit.

Ian Sefferman: Right.

Robi Ganguly: You talked about with people I know that you’ve been a
proponent. If you have a website, people are coming to it and they’re on a
mobile device telling them, hey we have an app. Communicating that there’s
another way for them to interact with you. So, talk a little bit about the
doubts there. What do you think is good that’s practiced, and what are the
downsides?

Ian Sefferman: Yeah, well the biggest downside is if you do it in a
spamming way. If you do it in a spamming way people are just going to hate
it. They’re going to not sell your app and they’re probably not going to
come back to your site either, right.

Robi Ganguly: Yeah.

Ian Sefferman: In fact, there’s a whole Tumblr on sites that do this.

Robi Ganguly: Oh yeah…

Ryan Morel: I’ve seen this.

Ian Sefferman: I think it’s http://idontwantyourfuckingapp.tumblr.com/ .
Something like that, right.

Ryan Morel: Yeah.

Ian Sefferman: All it is is screen shots of people who are doing
interstitials, but interstitials in a bad way. Which is you go to
somebody’s web site and you see an interstitial to install the app because
you’re on a device. Literally you can’t see any of the content of the page.
So, I think there’s a couple of things that make it better. One is if
you’re going to do an interstitial, which I personally don’t mind as long
as it’s really simple for me to get to the content that I want when I want
it. So, I want that content right now. I came in through search, I came in
through social, whatever it is. Tell me you have an app. You gave me that
interstitial. There’s a good chance I’ll install it. But, if you’re going
to do that at least let me also see the content that I want to see. Smart
Banners from Apple are really interesting.

Robi Ganguly: Yeah.

Ian Sefferman: That’s a non-intrusive way of doing it.

Ryan Morel: Yeah.

Ian Sefferman: Don’t be spamming me. Do it in a way that still enhances the
customer experience.

Ryan Morel: Yeah.

Robi Ganguly: What would be your recommendations for how to expand in terms
of thinking about putting it on different sites? How do you hit a point
where you’re like, OK we have enough mobile traffic we need to start
thinking about this?

Ryan Morel: If you have a site and have any traffic you should be thinking
about it.

Robi Ganguly: OK.

Ryan Morel: Because, I’ve yet to see a business that doesn’t have an
increase in share for traffic coming from mobile devices whether they have
a hundred visits a day or ten thousand, and the mobile number going like
that.

Ian Sefferman: Yeah.

Robi Ganguly: Yeah.

Ryan Morel: So you’ve got to be thinking about it. I would look at it as a
follow like all things. If you have the first time visitor, because I had
the same thing happen, you get to some random article that’s like install
my app. And I’ve never even been to your website before. What makes you
think I want that? You can be intelligent about, hey this is a first time
visitor let’s separate the content. At the end we might say, vote for us.
Then they come back again, they read some more content, and then you might
show them the interstitial – hey did you know in the app you get this
additional content.

Ian Sefferman: Yeah.

Ryan Morel: Consumers are really smart these days. This isn’t 1998 where
people just add whatever, and cookies fly in. People get it. We need to be
respective of their time and their attention.

Robi Ganguly: Yeah.

Ryan Morel: Like Ian said, don’t be spamming.

Robi Ganguly: Yeah. I think one of the things that, in particular at retail
sites, is a real problem and that people need to probably evaluate more
deeply is if somebody comes to your retail site on their mobile device and
you’ve got a mobile optimized site, they’re coming there generally speaking
with a task in mind. And the first thing you do is say, hey switch your
task from doing what you came here to do to downloading the app, installing
it, then having to log in or something. You’ve probably created much more
friction for that consumer to complete their task. That is probably a good
cost loss for you.

Ryan Morel: Yeah.

Robi Ganguly: Or revenue loss, I should say. Because that person doesn’t
necessarily complete the task that they came there for. They get
frustrated. So, you want to think about if people are coming to your site
where it might be appropriate. Or if you think the second or third time
they come back and that’s when you try to…

Ryan Morel: Yeah.

Robi Ganguly: …talk about what the benefits are and why that would
actually save them a bunch of time. You might have gotten to a point where
you earned that.

Ian Sefferman: And I think you can, on top of that, you can provide
innovative features on the mobile device that is hard to provide on mobile
web.

Robi Ganguly: Yeah.

Ian Sefferman: And that you can use to entice users saying, hey do you want
to have a 360-degree view of this product. It’s hard for us to do this in
the mobile web, but if you install our app you can start to play with the
product in a new way, whatever it is.

Ryan Morel: Yeah, and I think to your point, really this is about
separating. There are two different types. There is a transactional
relationship, and there’s a relationship relationship.

Robi Ganguly: Yeah.

Ian Sefferman: Right.

Ryan Morel: And people who download apps want to have a relationship
relationship.

Robi Ganguly: Yeah.

Ryan Morel: You can go to a mobile website to buy something on a
transaction. Let them do the transaction, and then do what you just said,
Hey, did you know if you do this you can do X, Y, and Z.”

Ian Sefferman: Yeah.

Robi Ganguly: Yeah, that’s right. So, I think we’ve covered the fact that
there are other ways that you can market your app. You might have existing
channels, TV. If you’re spending on TV, if you’re spending on print, if
you’re spending on radio those are places to start telling people,
generating more interest in your app. You should certainly be utilizing
that. But, if you have a website that has meaningful traffic, thinking
about non-spamming ways to direct that traffic to your app and tell them
about the benefits is really pretty valuable.

So, make sure to like this on Youtube, share it, and check out the other
videos that we will be shooting to tell you about app marketing. Thanks.

About Robi Ganguly

Robi Ganguly is the Co-founder and CEO at Apptentive. He is passionate about giving customers a voice via mobile. Follow Robi on Twitter @rganguly.
View all posts by Robi Ganguly >

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