Apps In 2016: Analytics Evolve, Impacts Of Deep Linking Become Clear
‘In-app engagement could become more valuable than ads this year,’ Apptentive CEO Robi Ganguly projects.
With the rise of mobile deep linking, which allows for indexing both specific text in apps as well as the web to supply a single set of answers to a user’s query, search results within apps are complementing — and even replacing — mobile web results, necessitating that marketers rethink their “walled garden” strategies.
And with a majority of consumer time still spent in apps versus the mobile web (88 percent versus 12 percent, says the Interactive Advertising Bureau), mobile customer engagement software company Apptentive projects that in-app engagement will become more sophisticated in 2016, for several reasons: It’s cheaper, the brand has more control over the message, and they have the ability to engage customers who are already invested in their brand.
“As more and more companies try to solve the retention problem, in-app engagement and personalization will become more sophisticated as a result. The evolution of in-app engagement and personalization will create an environment of apps that feel like they are living and breathing when done well, instilling a sense of personal touch,” said Robi Ganguly, Apptentive’s CEO. “Building personal relationships through messaging will make the app experience feel unique to the customer, just like going to a retail store. It’s going to be obvious which companies have mastered this strategy; they will see huge ROI on their mobile app investments with higher retention and conversion rates.”
Below, four key projections from Apptentive on the state of app-based mobile marketing in 2016.
Mobile Marketers Will Graduate From Push Notifications to Personalization
“Push notifications have become a commodity,” Ganguly said. “The percentage of customers who opt-in to push notifications are going to continue their steady decline, particularly in the Android ecosystem, now that it has more granular permissions. Mobile marketers will continue to use push, but they will have to become more sophisticated in their communication with customers in 2016. By hyper-personalizing their messages and conducting more of their activities inside the app, based on knowledge about the customer’s actions, companies will give a customized experience to each individual.”
Real-Time Mobile Analytics Evolve
There’s still a gap between availability and general adoption of mobile real-time analytics tools, Ganguly noted, but in 2016, we’re likely to see an evolution in expectations, ease of integration, and detailed reporting in real-time analytics tools. As mobile teams grow, real-time analytics is the next step in understanding customer’s behavior on a more granular level, allowing companies to serve their customers even better.
Standards Will Change In A/B Testing On Mobile
“A/B testing on the web has been dialed in for years, but there is certainly room for improvement for A/B testing on mobile,” Ganguly said. “There is still plenty of room to define the future standards of mobile A/B testing, and 2016 will likely be the year the standard is set. By mastering A/B testing on mobile, companies will be able to optimize their products just as successfully as they’ve optimized their website.”
Greater Effects Of App Indexing Will Become Clear
“Deep linking has been the star of 2015, but we’ve only just begun to see how deep linking will affect the mobile marketing ecosystem,” Ganguly concluded. “One huge mobile change introduced by deep linking is app indexing, a system that allows people to click from listings in Google’s search results into apps on their Android and iOS smartphones and tablets through deep links. Marketers need to focus on ASO in 2016 to gain an advantage with app indexing.”