As a digital marketer, I found the presentation given by Trina Prause, Partner of Evangelist Apps and her experience with Flipboard extremely applicable and helpful.
I found it extremely insightful that through the use of the Flipboard mobile app, marketers are able to learn less obvious interests of users. For example, owners of businesses do not just want to read about “business content”, they want to read about adventure travel, science, and technology. This will grab the target market’s attention and establish a deeper connection with the target market.
Coincidently, after hearing a presentation from someone who got so much valuable information from an app I read an article published by Contently outlining the app’s demise. The article says that the average American smartphone user does not download and new apps a mon, zero, ziltch. Further, downloads of even the most popular apps, such as “Messenger”, “Facebook”, “Uber”, and “Snapchat” are down on an average of 20 percent over the past year.
In fact, Bharti Mittal, the son of the founder of Bharti Enterprises, who also happens to be the 13th richest person in the world predicts that the app will be dead in 5 years.
The article goes on to suggest that we will interact with companies through a central messaging system that will enable its customers to ask for what we want and that with the use of bots will predict what we want.
An article on Stuff.com, suggests that the future in mobile engagement might be in the form of streaming apps. A game developer called “Glu Mobile”, is working on allowing their users to play their games without having to find the app in an app store or without having to download the app and have it take up space on the user’s phone. The user would simply just have to click on a link provided on a website, by way of text message, or through social media.
Streaming could be the way of the future. There are just too many apps and users do not want to download another app in order to play a game. These links can also help to increase engagement on social media sites because they can be shared in this way.
Negatively, streaming app would not work in places where there is a poor connection or places which do no have internet connection. However, as technology get better and networks improve, this will be less of a problem.
Ultimately, the data shows that apps are not getting downloaded. This means that something else is going to rise from the app ashes and we, as digital marketers must figure out what that platform is going to be.