Review the top 7 app trends for 2015 years
With the end of 2015, the beginning of 2016, the blink of an eye, a year elapsed again. In this year time, the mobile industry has been developing at a high speed. Thanks to the advancements in marketing and analytics, the app world faces users in a highly personalized way and connects them to multiple platforms to create a seamless and full-on experience. As a result, 2015, the app overturned the past, the future.
So what does this mean for future apps? By reviewing the 7 app trends of the year 2015, we may be able to provide some clues to our outlook for 2016:
1. More and more personalized (and cross-functional). In 2015, we witnessed the mobile app landscape, from just needing an app to a app that offers a highly personalised experience. From a study conducted this year, we found that app users expect tailor-made interactions through customized content, preferences, and location. In addition, apps should seamlessly integrate into their lives by connecting to all the important aspects (home, work, travel).
During the year, as the app experience is increasingly customized for users and more and more than just in-app experiences, we can see that the concept of personalization is increasingly being incorporated into life. However, there is still much work to be done. After entering the 2016, marketers need to catch up and ensure that users ' expectations are met by giving priority to a highly personalized and full-service app experience.
Personalization is right: Evernote is a good example. Their applications allow users to write, capture, and share ideas with an organized tool that users can get from many sources. Evernote's seamless and collaborative experience is the drive behind their success.
2. The US app retention rate has increased. Emphasis on personalization results in the first manifestation. But when it comes to retention rates, it's not optimistic. Retention rates are on the decline, but in the United States during 2015, this important measure has been a welcome increase, with an average retention rate of up to 3% to 42% (app retention is defined as the percentage of users returning to the app 11 or more).
Why is the retention rate increasing? U.S. marketers are prioritizing app marketing while improving the overall user experience through new capabilities and cross-channel capabilities. If developers in other countries want to increase the app retention rate, they should learn about the United States and develop a strategic approach to better interaction with users.
3.app user engagement is on the rise. Similar to what we saw in the US app retention rate, another statistic that rose during 2015 was the engagement of users. As app analytics become more advanced over the year, marketers use this data to get apps into the audience's eyes. As a result, apps become more "sticky", increasing user engagement.
The right user engagement: JetBlue is doing well, and its app allows more than just flying users to get involved. Passengers can check in on their smartphones, access their boarding passes, and receive updates about their flights. This not only creates a more perfect experience for passengers, but also enhances user engagement through personalization.
4. Continuation of the Appification expansion. As early as 2014, we introduced the concept of appification. Appification is an increasingly popular trend that occurs in all areas of technology that make the online experience more interactive and task-oriented. This phenomenon transcends the traditional concept of mobile applications and has completely changed the way we engage in branding. Do not understand the meaning of this sentence? Digital experiences are becoming more and more mobile because of consumer demand. This app gives the user a task-oriented, interactive experience that has affected other channels outside of the phone, and we can see that it is increasingly being used as a defining model for new technologies.
5. From push information to remarketing. 2015, let us realize that the app world is a fickle space. For beginners, almost 50% of app users opt for push notifications, which means you have no way to reach them outside of the app. If you want to get the lost users to participate again, push the message is not enough. So how do app marketers solve this problem? This is the time for remarketing and e-mail to show great prowess.
The study found that 58% of users will be lost within 30 days of using the app and 75% will be lost within 90 days. That's why app Remarketing was a big shine in 2015. Marketers can focus on the brand's common channels, such as e-mail and social media, and re-target them, based on consumers and app users. To be able to successfully re-market, you need to have the right analytical tools in place to understand the target population and capture the user's interactions with the app. At this point you can implement a paid remarketing campaign.
Do remarketing correctly: Amazon knows me very well. Here's a good example of how they used my previous interactions with them to re-market me. Earlier this month, I bought a birthday present for my one-year-old nephew. Amazon uses this data to target my remarketing ads-kids ' toys. Not only was it highly personalised, but it also provided information for my reference in one weeks before Christmas.
The advent of the 6.APP user life cycle. In the early stages of app application, the measure of marketing success is a number of grandiose indicators, such as app downloads. This is not only more fragmented, but is not a clear sign of user participation. With the evolution of app Analytics in the 2015, marketers are starting to look at users more comprehensively, so the concept of app user life cycle emerges. By observing when and where users will travel to and from your app, marketers can better understand their users and offer more personalized activities. More about the four stages of the life cycle: acquisition, participation, growth, retention.
7.Predictive Insights gives app marketers the ability to anticipate the future ... Also as a marketer, I have a desire to be able to predict the future. After all, the important part of our work is to study market trends and to try to anticipate what the user is doing next. With the release of predictive insights, I am glad that we are getting closer to our goal. Predicting the market allows us to use historical and real-time data to take full control of user trends. This way you can see which groups of users are close to completing critical conversion events and which are at risk of loss. Then segment and run impactful, highly personalized activities to not only gain access to users, but also to grow and retain them.
As you can see, the app world has changed a lot in the 2015. A personalized and seamless all-in-one experience has become a fundamental it trend throughout the year and is expected to be more deeply developed in 2016. What's more, if you're predicting the future from 2015 signs, fasten your seatbelt, because 2016 will be a crazy journey.
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