Large marketers are racing to the finish line with respect to rolling out their mobile apps and websites. Are they also racing to the bottom of the pile as they seek to quickly grab consumer attention? This is a fair question based on the quality problems many advertisers are encountering in this process.
A new analysis from Antenna Software puts some numbers into perspective for marketers who are going mobile. Between Apple’s App store and Google Play, consumers can choose from about 500,000 apps. Yet, the typical smartphone user refers to about 5 apps during an average week. For large marketers who aim to invest an average of $543,000 on these efforts during the next year, questions about how to get consumers to use their mobile offerings should be top of mind.
Of course, the mobile effort involves more than just apps. It also involves mobile site development and one of the first problems marketers face in the process is working with a third party to access the talent necessary to develop their vision. The feedback on the third-party product development has been disappointing at best:
- Takes too long to complete project: 45%
- Final product is difficult to use: 21%
- Design is not sleek: 11%
- Poor alignment to brand: 10%
There’s also the question of how well brands have done when it comes to getting consumers to download their mobile apps or access their mobile sites. Here’s a picture of what has succeeded so far for marketers:
- Downloaded by less than 25% of the target audience: 16%
- Downloaded by 25% of the target audience: 29%
- Downloaded by 50% to 75% of target audience: 33%
- Widespread adoption: 22%
As mobile deployments consume a larger portion of marketing resources, C‑level executives will be paying closer attention to the goals of these projects, how well they integrate with the rest of the organization and how well they perform against goals. For many, it's about getting more of their target audience to engage and that means the mobile customer-facing products will be undergoing review this year.[Source: Marketing Mobile Business Forecast 2012. AntennaSoftware.com. Web. 25 Jun. 2012]