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Get Downloaders To Use Your Mobile Apps

Mick Rigby - Founder & CEO, Yodel Mobile presents at App Promotion Summit London 2014 on the topic of 'App Customer Relationship Management: How You Can Get Downloaders To Actually Use Your App' covering:

- The Need For An App CRM Strategy
- Why Increasing Engagement And DAUs Is Key
- The Fundamentals Of Growing Usage And Engagement Rates

"It's always difficult doing the last of a session, when a lot of the people before you have actually talked about what you were about to talk about. So hopefully, I'm going to do it in an entertaining way. That's the plan, anyway.
My agency's Yodel Mobile. I'm the CEO, and I think the first rule of thumb is never brief your designer on putting a picture into the presentation, when you've just fallen out with him. I've been in mobile advertising for about eight years now. I launched my agency in 2007, before the iPhone, and I can tell you a thing or two about those crazy days back then. Luckily enough, the industry has moved on quite considerably.
I'm going to talk to you a little bit today about going beyond the download. So what actually happens once you've managed to get that downloader? One of the rules we have at the agency is, we don't target downloaders. We target users. It's really important.
Why is this important? Well, there are, to this date probably about four or five months old now, there are probably 2,5 to 3 million apps available out there across all stores globally. So there are an awful lot of apps out there, and the good news is, we love apps.
On average, in the U.K., you will have about 41 apps on your mobile device. That's fantastic. There was a stat this morning saying you tend to use 10 apps on your device, and that's correct. Over a long period of time, over a week, you're only using about five. So that might be your weather app, your news app, your sports app, and Facebook. So you've got 41 apps on your phone. You're only using five of them. There's a little bit of a disconnect here.
If you take one stat out of my presentation today, I would say this is probably the most important stat. Eighty percent of apps are downloaded and opened once. That would arguably mean, very simplistically, that 80% of the spend mobile app download is actually wasted. So it's a bit of a problem."

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