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Apps are best measured with engagement metrics: Artisan exec

Swarovski Mobile app 185

Swarovski mobile app

NEW YORK – The CEO of Artisan Mobile at the Mcommerce Summit: State of Mobile Commerce 2013 said that marketers should measure the effectiveness of their mobile applications not by the number of downloads, but by the type of consumer engagement.

During the “Mastering the Mobile Experience: A New Approach to App Management and Optimization” sponsored lunch keynote, the executive cited New Relic data that found one in four mobile apps are abandoned after the first use. To make a branded app worth the effort, marketers need to establish a distinct purpose for the platform and deliver updates directly to the user.

“Many marketers are making the investment in mobile apps, but are not yet getting that return form the investment that they are hoping for,” said Bob Moul, CEO of Artisan Mobile, Philadelphia.

The Mcommerce Summit: State of Mobile Commerce 2013 conference was organized by Mobile Commerce Daily.

Precise problem
Many marketers are building apps and are essentially releasing them into the wild.

Then, a marketer waits for consumer feedback in the App Store to be sure the app is functioning properly and is user-friendly.

Mobile app usage continues to rise. In fact, consumers spend 127 minutes per day using apps, which is nearly how much time they spend watching television.

Yet, 60 percent of apps have never been downloaded.

Mr. Moul 

To make an app download-worthy, marketers need to realize that mobile is all about the experience.

Marketers have Apple to blame in some regard, per Mr. Moul. Consumers love Apple devices – they are enjoyable and intuitive.

“So, their expectations of the app that runs on their device is equally as high,” Mr. Moul said.

“If you are not creating that wow experience for your users, you are probably not getting the results that you hope for,” he said.

Mr. Moul

Choose a path
When creating a mobile app experience, the release of the app is not the end, but the beginning of the process.

Marketers tend to focus on vanity metrics such as the number of downloads, but what actually needs to be measured is how many people are using the app in the way that you want them to.

Each app should have a clear business objective that addresses why a brand built it and what the brand would like to accomplish with it.

Next, the brand should select the appropriate technology for the approach.

For example, a brand might not need an app if it is only looking to repurpose its mobile site. Instead, responsive design is enough.

Mr. Moul is noticing that more consumers and brands desire native apps since they deliver high-end performance and the best possible user experience.

But the setback with mobile apps is that the process to make even a simple update is very tedious. Brands have to rely on users to update the app.

The end goal should be to make editing an app as easy as editing a Web site. When users navigate to certain screens in the app, they will see the new design or content.

“If you are going to invest on an app, you want to get the most out of it,” Mr. “[Our mobile site experience] platform gives you the ability to do that.”

Final Take
Bob Moul, CEO of Artisan Mobile

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Tricia Carr is editorial assistant on Luxury Daily. Contact her at Tricia@napean.com.

Related content: Content, app management, Artisan, Artisan Mobile, Bob Moul, luxury, luxury marketing, Marketing, Mcommerce Summit, mobile, mobile app, mobile experience, mobile marketing

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Comments on "Apps are best measured with engagement metrics: Artisan exec"

  1. Robi Ganguly says:

    May 9, 2013 at 4:00am

    This is absolutely spot on. Retention is absolutely the biggest challenge in mobile today and most app developers are relying upon very primitive methods of understanding what their customers need and want out of their apps. The best app publishers are taking steps to actually communicate with their customers within the app and are winning as a result. The deeper your relationship with your customer, the better.
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