Marketers Go Halfsies on Mobile Apps
Mobile apps may be redundant marketing mechanisms for brands with mobile-optimized sites, so it makes sense that more than half of them still haven’t adopted the tech, hypothesizes Target Marketing research.
In 2016, nearly half of marketers were investing in apps—possibly mostly as a branding device that keeps the companies front-of-mind, according to findings from “Marketing Mix Trends 2010-2016,” Target Marketing’s analysis of six years of “Media Usage Survey” data. The report examines this tactic from 2011 to 2016. The “Mobile Apps” section is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Mobile App Marketing
The excerpt below from “Marketing Mix Trends 2010-2016” illustrates marketers’ use of this tactic.
App adoption seems to be slowing. At 24 percent in 2016, the percentage of respondents who increased their investment in this technology is the lowest it has been in half a decade, while the percentage who kept their rate of app use consistent is as high as it has ever been — 21 percent, up from 12 to 17 percent in years past.
The number of respondents who don’t use apps at all has remained more or less consistent during the past half-decade, at just over half. This passes the smell test, especially for organizations whose websites are mobile-optimized: An app provides a specific functionality, and if a site is already m-commerce optimized, for some marketers, anything else might be redundant. But these organizations might use an app to offer a value-added branding mechanism, something a customer or prospect might use on a semi-regular basis that would keep the brand front-of-mind.