T H E 6 M O S T C O M M O N OBJECTIONS T O I N V E S T I N G I N A P P A N A LY T I C S & M A R K E T I N G

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12 45Friday, August 22

YourAppI don’t know much about you. Use my app anyway?

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Every app owner wants to grow their app as fast and effectively as possible.

Here are the most common objections that get in their way.

#1. Mobile is really new for us and we need to figure out our strategy before

we buy a tool

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Objection

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Establishing a mobile-minded internal culture is critical to getting the most out of

any mobile strategy. !

Reality

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Download me!

Buy this!

Customers can distinguish between a phony sales rep and a caring one & mobile users know a great app effort from an “app for app’s sake.” !!

6 (Source: ExactTarget, 2013)

68% OF CONSUMERS SAY IT IS SOMEWHAT OR VERY IMPORTANT THAT COMPANIES THEY INTERACT WITH ARE SEEN AS A TECHNOLOGY LEADER.

!SO IF YOU HAVE AN APP, IT NEEDS TO SERVE A PURPOSE.

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Beyond That You need dedicated resources and app analytics

to create an engaging experience for users.

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App analytics make it easier to create a comprehensive strategy.

You’ll also have a solutions provider on-hand with expert guidance on how to grow your app.

!!

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#2. We aren't seeing as much revenue on mobile as we are on web

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Objection

50%

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Mobile phones now account for over 50% of all internet usage.

So if you're not seeing revenue increase, it could mean that your app still needs work. !

Reality

A lack of mobile revenue can also be a sign you aren't yet promoting it like your web experience.

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What you need is an app marketing strategy:

One that attracts users & one that retains users.

BECAUSE…

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15 (Source: Gartner, 2013)

By 2017, in-app purchases will be the largest chunk

of app store revenue, outpacing paid-for apps

and advertising.

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Which means you need a strategy that includes in-app & push messaging to prompt in-app

purchases.

At that includes an app marketing platform in which you can:

• Create app messages

• Send campaigns to the right users

• Track their success

• A/B test to improve

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#3. We are already using a web-first solution

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Objection

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You need an app analytics tool to complement your web analytics.

Reality

WHY?Because the rise of mobile app usage

has lead to an overhaul in the traditional metrics marketers measure.

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And web analytics don’t provide app-specific measurement capabilities.

WEB METRICS DON’T TRANSLATE

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Web-first solutions also don’t allow you to create track downloads or create & run messaging

campaigns.

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Essentially, you can’t market your app.

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2011 2012 2013 2014 2015 2016 2017

Advertising

In-app purchases

Paid-for

Mobile App Store Revenue, Worldwide, 2011-2017 (Billions of Dollars)

23 (Source: Gartner, 2013)

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And when it comes time to pull the trigger on marketing, you’ll want a platform that offers integrated analytics and campaigns.

Or it will cost you additional time, money and resources to export, import, collect, and optimize your app data.

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#4. Free tools work just as well

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Objection

While you might have the basics with a free tool, you’ll never have room for experimentation and

improvement.

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Reality

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Free tools are inherently limited - they have to be, to stay free.

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A/B testing? Segmented push notifications? Personalized marketing?

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Count all of that out with a free tool.

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When you’re new to mobile and in need of guidance, free tools don’t offer you the support or

services you need to strategize and succeed.

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#5. We don't know who we should market to on mobile

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Objection

Mobile is just another marketing channel - you still need to create buyer personas.

Reality

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With integrated analytics, you can identify your valuable users based on

app usage patterns.

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You can also collect key user attributes

Segmenting your users based on similar attributes and actions defines your personas &

informs marketing campaigns.

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OR YOU CAN ASK APP USERS DIRECTLY

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Use your app marketing tool to conducting an NPS survey asking your app users to define their app

expectations.

#6. We don’t need targeted marketing - broadcast messages are working

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Objection

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Reality

!

It may not sound like a huge difference, but that’s more than double the opens, and if your offer is attractive,

that's more than double the value

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THINK OF YOUR ROI !

54%

15%

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Only 15% of people who click on a generic push message convert.

But a staggering 54% of people who click on a segmented push message end up converting.

GIVE USERS WHAT THEY WANT

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Creating offers that are tailored based on data are more likely to succeed.

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You need the analytics and targeting capabilities to capture and use this data.

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Determining what content, offer, and context works best in your app marketing directly translates into success.

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• An app strategy with built on assumptions, not analytics

• Mobile efforts stalled by web-first and free tools

• Little insight into mobile users

• A late start to capitalizing on in-app revenue

• Few options for detailed marketing insights

• No way to test, iterate & optimize your app marketing

The cost of saying “no” to analytics & marketing:

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Not completely convinced?

LOCALYTICS.COM

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See how you can start using real app analytics & marketing to grow your app: