Mobile marketing is more than just pushing out a message on Facebook to a large audience.
It’s about understanding how your target audience thinks and what encourages them to pull the trigger and press that download button.
This performance can be simply measured by metrics like Cost Per Click, or Cost Per Download. They’re extremely important to measure and understand.
Related content: Measuring The Success Of A Mobile App.
But there’s a new metric on the block! And this one’s more powerful and important than anything else.
It’s called: ‘Cost Per Mobile App Engagment’ or ‘CPEm.’
Why’s this so important?
CPEm is designed to help marketers strategically evaluate the ROI of mobile app advertising. It measures the true value of mobile apps for brands.
An app download may seem like a win, but did your user even open it?
I’ve had Uber on my phone for over a year now, and I’ve never used it.
I can usually stumble onto a road on a Saturday night and find a cab faster than I can find my mobile in my bag.
But this doesn’t mean that I don’t like the company, I love Uber! But can they really call my download a win?
I’d say they shouldn’t… they’ve made zero profit from my download.
So I wanted to share with you this beautiful new infographic that’s been recently released by Fiksu that introduces the measurement of mobile app engagement.
The infographic summarises a report based off industry-wide metrics and their own data.
It studies the idea that mobile apps are a vehicle for engagement – recurring interactions with your brand.
If you can measure this metric, then you’ll really understand who to effectively target next based on the behaviours of your most engaged app users.
Remember, mobile apps are often part of what is called an ‘omni-channel.’
It’s what we call at Buzinga ‘360 Design.’
You need to see your application as existing in the cloud.
Apps are accessible through various different interfaces; Smartphone, Smartwatch, tablet, PC, just to name a few.
Then there are the other touch points of app engagement, including the physical interaction, Social Media, Youtube, Search and even the Bricks & Mortar Stores.
Data has proven, that the more your user is engaged at these different touch points (the omni-channel) the higher your ROI.
Check out the infographic and let me know how you plan to measure your app engagement.
I encourage to check out our Marketing Guide when building your marketing strategy. Click on the image below to download!