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Articles by Polly Alluf
Reduce App Churn Rate With These 4 Churnbusters
Churn. Every mobile app owner’s dread. There’s the soft bounce – people who stop using your app after some time and become ‘dormant’ – and then there’s the doom and gloom of uninstalls. 30% of your users will never come back after the first time they visited your app. Most of them will abandon your app in less than 30 seconds! That is, if your app is an average app. The good news is, that doesn’t have to be your app’s fate, and it’s in your hands to get better results.
Marketing to developers is hard, here's what I learned
I know software engineers. Like, really know them. I’m the sister of one, the spouse of another and the proud daughter of a third. I’m also a veteran B2B marketer with almost a decade of experience marketing to IT and security folks and another five years in MarTech. Does all this qualify me for my most recent gig, marketing to developers? Well, yes and no.
4 ways to get ahead of the marketing personalization curve
If I had a dollar for every time I heard someone say that we “must personalize the customer journey” I’d probably be on a beach somewhere drinking daiquiris. Instead, I try to help people understand what personalization actually means for in-app marketing. In the past decade, marketers have made a lot of progress in personalizing shopping experiences in stores and online.
4 things missing in your app that are costing you users
Up to 90 percent of users stop using an app just one week after downloading it. This is a particularly bleak reality for app owners who invest a great deal in user acquisition. But there’s a remedy for app desertion, and it requires a more user-centric approach to in-app marketing. That means not just building a beautiful app that’s easy to use, but also continually delivering real-time, contextual engagements, so that users keep coming back.
4 app mistakes that cause users to flee (and how to fix them)
There are nearly three million apps in the Google Play Store today, and over two million in the Apple App Store. Not only is the app market a fiercely competitive one, users have gotten more sophisticated over time and expect a better, more personalized experience in every app they use.
The art of quick qualification: Use these 4 tips for more meaningful trade show conversations
I recently attended Mobile World Congress, the world’s biggest mobile industry event, and as I returned from Barcelona, I thought about lessons I’ve learned over the past decade, attending martech shows both as a buyer and as a seller. One of the challenges at trade shows is the hybrid nature of onsite teams. Presumably, most members of the team are salespeople or SDRs (sales development reps) who are used to qualifying leads on the fly.
Optimizing images for mobile
As we have learned from the previous columns in this series, images are the major contributor to bloated, slow-loading mobile pages. This column focuses on optimizing images for mobile, including responsive images and other clever methods for stopping images ruining mobile user experience. By way of illustration, let’s take a look the homepages of three of the world’s largest supermarkets: US giant Walmart, UK giant Tesco and German giant Lidl.
Key insights from the ‘Mobile App vs Mobile Web’ webinar
Last week, a panel of ecommerce and mobile experts joined together for a webinar to discuss key topics surrounding the mobile app vs mobile web debate. Drawing on experience from Google, M&S, Groupon, Majestic Wines and more, they tackled four highly relevant questions and gave their insights and predictions. The webinar recording is available on-demand , and below is a summary of the key points covered in each question throughout the discussion.
Will the downfall of PewDiePie hurt YouTube, influencer marketing?
27-year-old Swede Felix Kjellberg, who goes by the name PewDiePie on YouTube, has found himself at the center of a firestorm. The Wall Street Journal exposed the fact that digital celebrity, who runs the most-subscribed channel on YouTube, had published a number of videos that contained anti-Semetic themes Kjellberg claims were intended as jokes.
Brand TLDs vs .com: how can brands benefit from a .brand TLD?
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands applied for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve. Tech powerhouse Google has brought together content from more than 19 existing blogs under one roof at www.blog.google, and this site is now Google’s corporate blog.
Hashtags continue to lose in this year’s Super Bowl
The Atlanta Falcons weren’t the only losers in this year’s Super Bowl. According to a report, references to hashtags appeared in just 30% of Super Bowl 51’s commercials this year, down from 45% a year ago. Marketing Land says that of the 66 national ads that appeared during the game, just 20 included a hashtag. Last year, hashtags were featured in 27 of 60 national commercials that aired during Super Bowl 50.
How to build a successful digital video strategy in 2017
Video is steadily growing, and publishers have begun to explore the best ways to include it in their digital strategies for 2017. The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness. Wibbitz collected video performance data from 300 of its publishing partners in 2016, which offers an interesting insight into what makes a successful video strategy.
Is it time to rethink your mobile measurements?
Last week, ClickZ and Urban Airship held a webinar on Rethinking Mobile Measurement: A New Approach to Achieving Success. With the majority of web activity now occurring on mobile devices, knowing how well a brand performs on mobile is critical. But a poll question at the beginning (results kindly shared by Isabelle Canivet) showed that while over one-third (~38%) of participants have taken some action with their mobile data, it wasn’t that much.
Annoying requests to rate your app are getting you one star ratings. Here’s how to fix that
Apple has announced that with the next update to iOS 10, they will limit the number of times an app owner can pester a user for a rating. This should come as no surprise to any app owner in the habit of treating their customers with basic app etiquette. Some apparently believe that showing users even a smidgen of courtesy is not important in our faceless digital world. They couldn’t be more wrong! One look at the dreadful app churn rates shows the exact opposite to be true.
What’s Love Got to Do With Your Mobile App?
Valentine’s Day is just around the corner. For mobile app owners it’s yet another opportunity to offer their users a timely service, and it’s not all about shopping, chocolates or flowers. If you have a flower delivery business it’s safe to say that your valentine’s-day-related campaigns across all channels are ready by now and it’s just a matter of hitting the button and firing them on February 14th. But every business and every mobile app can gain value from offering Valentine’s Day specials.
How mobile marketers can prepare for when tragedy strikes
Am I glad that 2016 is over. From David Bowie to Carrie Fisher and George Michael, the year was full of tragic news of the losses of our childhood and teen heroes. Tragedies such as celebrity deaths should by no means be considered branding opportunities, but there are times when brands’ plans are affected by the events and they need to pivot quickly. Marketers need to be able to schedule a campaign — and just as importantly, unschedule a campaign — at a moment’s notice.
Did You Live the Mobile Moments in 2016?
2016 has been an eventful year. It has also been the year when we began to hear more about "Mobile Moments", those that capture app users' attention, get them interested, and ultimately deliver extra value. For app owners, creating engaging mobile moments can have a major impact on ROI- engaged users spend more time in the app, come back more frequently, and ultimately have much higher LTV. There were plenty of 2016 events that could translate to interesting mobile moments.
4 Ways to Show Your App Users that You Take Them Seriously
When you are invested in a relationship with someone, you're inclined to do more for that person. If you're just meeting people without building a solid foundation, you're showing that you aren't taking them seriously. Likewise, when it comes to app development, in the mad rush to acquire as many users as possible, you may not always show your users you actually care about them. In the mobile world, where each mobile microsecond counts, you don’t have much time to make a first impression.
Luxury Daily
Columns November 18, 2016 Saks' Burberry holiday promotion on its app.
Last minute: 3 in-app marketing strategies before Black Friday
Receive the latest articles for free. to get the Mobile Marketer newsletters. Black Friday has long been about much more than just the Friday after Thanksgiving. As soon as the Halloween decorations get put away, we start seeing promotions ? in stores, online and pretty much everywhere else ? for the upcoming shopping bonanza. But there is one channel that is still underutilized when marketing Black Friday: mobile.
5 Best Practices for Mobile App Surveys
When done correctly, surveys (and polls) provide a way to quantify user opinion. Mobile app surveys can be used to gauge user satisfaction, get feedback on new functionality, understand why a feature isn't being used, or simply to collect feedback quickly. Conduct surveys the right way comes down to aligning with these five best practices: To generate results that are useful and valuable, segment the users to survey.
Adapting the 4 Most Common Digital Marketing Practices for Mobile Apps
Marketers and websites. It’s a love story that has lasted for over a decade. In this time period, digital marketers have developed extensive expertise in web marketing technologies such as marketing automation, content management systems and analytics in order to achieve their ultimate goal – to delight visitors and get higher conversions. This goal, however, is not unique to web marketers – mobile marketers, like you and me, must also achieve it.
Driving App Engagement With Personalization Techniques – Smashing Magazine
Once upon a time, in the not-so-distant past, people considered websites to be a prime indication of how users’ attention was brief and unforgiving. Remember the dreaded bounce rate? Remember the numerous times you worried that your content and graphics might not be 100% clear to users? That was nothing. Compared to mobile, engaging users on the web is a piece of cake.
Learning From the Past: How to Stop the Mobile Apps’ March of Folly?
In her 1984 book, "The March of Folly", the notable historian Barbara Tuchman discusses four instances in history when leaders chose disastrous policies for their countries. The book drove an interesting and heated discussion about the ability to learn from past mistakes and stop the march of folly. That led me to think: can businesses avoid repeating the same mistakes they did in their digital history?
Identifying Your App’s Biggest Problem and How to Fix It
If you don’t have any pain points in life, it means you probably aren’t striving to achieve more than you have so far. So consider the fact that you have problems in your app as a good sign it means you’re going to learn what you can do to improve the current state of your app. On a daily basis, I speak with a lot of app owners, and I came up with this list of pain points that I hear again and again.
Quantifying Love: 16 Tips for Measuring App Engagement
Love usually cannot be quantified. Can you put a number on how much you love your family or friends? I even have a hard time measuring how much I loved the pizza and gelato at a quaint, little restaurant I dined at, near Tuscany. But when it comes to users’ love for your app, that I can help you measure. Love at first sight is great in Romantic Comedies; but in reality, sometimes it takes longer to truly fall in love.
Separate Mobile Product & Marketing
Back when marketers focused only on web marketing, there were plenty of ways to improve engagement on a website that could go live fairly quickly. The CMS and marketing automation systems allowed marketers to cover anything from personalization to calls-to-action and from special campaigns to banners, and more. These days, the lives of mobile marketers and app product owners are quite different than those of web marketers from only a few years ago.
What Pokémon Go Can Teach You about Building Apps Users Love
Have you played Pokémon Go yet? Not only has the game set a new record in customer acquisition and retention with its phenomenal ability to attract users, but it became so popular that many people won’t even admit they still haven’t had a chance to try it out. It’s fascinating to see the entire global village sharing the excitement about a new concept that connects the online and offline worlds in a completely new way. The question is, will people still be crazy about this app a year from now?
Tips From Pokémon GO On How To Keep Your App In The Spotlight
Everyone is talking about Pokémon GO. I, personally, spent an hour in my backyard with my kids this past weekend, searching for virtual friends behind our geraniums. But, business model aside, are we all going to stay excited about this game in the long run? That’s the question the app’s owners should be asking themselves. And whether or not you have a game or non-game app, you should be asking yourself the same. What are you doing to make your app users come back for the long term?
Encourage Mobile App User Registration
When it comes to creating, delivering, and optimizing apps, there are many questions that must be answered. One of the most challenging questions to answer is “When is the right time to ask for registration?” Done improperly or at the wrong time, it could cause users to churn. And when users churn, you have to work twice as hard to get them back.
Mobile User Have Great 2nd Date with App
We all know that there are more apps available today than ever before. As of July 2015, there were 1.6 million apps in the Google Play store and 1.5 million in the Apple Store. With the great number of apps available, it can be a challenge to gain users’ affection from the first interaction and keep them interested. Whether or not you believe in love at first sight, your app users likely behave as if they do.
3 Steps to Mobile App Personalization
Unless you’re just starting your career as a digital marketer for mobile apps, chances are that your professional journey began on other marketing channels. Maybe you started on email, using a marketing automation platform to send targeted, personalized emails to segmented audiences. Or perhaps you managed your website, optimizing the user experience with real-time web personalization.
3 Steps to Mobile App Personalization
Unless you’re just starting your career as a digital marketer for mobile apps, chances are that your professional journey began on other marketing channels. Maybe you started on email, using a marketing automation platform to send targeted, personalized emails to segmented audiences. Or perhaps you managed your website, optimizing the user experience with real-time web personalization.
Address Users’ Mobile Engagement by Examining Where The
Mobile engagement features, such as surveys, messages to dormant users, video tutorials, among others, can’t be sprayed all over an existing mobile app. Suggest something to a user at the wrong time or, worse, to the wrong user, and you’re out. That’s why writing about using mobile engagement features sounds like a mantra: “the right engagement feature, at the right time, to the right audience”.
Sending Mobile App Upgrade Requests
Apps must be dynamic, or else users will eventually lose interest. Even the most popular social apps that rely on user-generated content need to keep users interested and excited. In order to do so, they must keep the dynamic game going by frequently making updates and changes over time. This is a fact of life for all apps. And this is where you, as a mobile app owner, are faced with the challenge of asking your users to upgrade your app on their mobile devices.
Can You Apply Marketing Automation Know-How to Mobile Apps?
Marketing automation is a core element of any marketer’s toolset. I’ve been an avid user since 2009, but the way that I think about marketing and how I actually do my job have drastically changed since then. Nowadays, there’s a new kid on the block: Mobile Marketing Automation.
Can You Apply Marketing Automation Know-How to Mobile Apps?
Marketing automation is a core element of any marketer’s toolset. I’ve been an avid user since 2009, but the way that I think about marketing and how I actually do my job have drastically changed since then. Nowadays, there’s a new kid on the block: Mobile Marketing Automation.
Mobile App Engagement Blunders to Avoid
Mobile devices have made a huge impact on the way we conduct business, make purchases, and even the way we use financial services. As a result, smartphones have become a main engagement medium for many types of businesses, such as banks, tour operators, and online stores. Continuously, large companies are dedicating significant resources to improving the engagement functions of their apps to ensure that their customers remain loyal, keep coming back and do not uninstall the app.
Lessons Every Mobile Marketer Must Learn
There’s no doubt in my mind that you know the importance of app engagement. After all, successful user engagement translates into returning users and more conversions. You probably also have a plan in place for how to measure, analyze, and optimize your app engagement. Right? Or maybe you think you do. Just like with other marketing channels, many mobile marketers tend to measure vanity metrics that have minimal effect on their business. So, how can you avoid doing that?
10 ways brands are using social media marketing for good
Using social platforms like Twitter, Instagram, and Facebook to promote philanthropic content is an effective way to engage consumers and humanize your brand. Asking questions, running contests, sharing pictures, promoting products and services; there are many ways for brands to attract attention on Twitter, Facebook, Instagram, and the like.
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