Today, app brands face fierce competition and meeting their customers’ rising expectations is a real challenge. How do you meet this challenge?
In a recent interview with Peggy Anne Salz for App Talk by Business of Apps at the App Promotion Summit in London, Mick Rigby, CEO and Founder of Yodel Mobile, touched on ever-evolving landscape of mobile apps and the challenges in retaining users with rising expectations, and more.
For starters, the reality is that people just don’t download as many mobile apps as they used to. They stick to a core set of apps that help them moving through their daily lives. On top of that, when they do – often they quickly delete many of those apps afterwords and it is a real problem for app marketers.
What is interesting is that the issue isn’t on the apps’ side, it’s about people who use those apps – they’ve changed. App users expectations of what apps should deliver to them are changed and it’s a tough job to meet those.
The solution that Mick Rigby offers is to focus on what app brands believe is the right thing for their users, be careful with asking their users what they need and follow it. It goes against businesses’ intuition to start with what people need and build from there. The takeaway of this insight is that app users may not necessarily know themselves what they need from apps today.
Insights on Retention, Alternative App Stores, and Marginal Gains with Mick Rigby, Yodel Mobile
Source: App Promotion Summit via YouTube
Mick also touched on the topic of alternative app stores, particularly the new iOS stores that were recently launched in Europe. It obviously comes with the territory, as the famous saying goes – running your own app store is a tough and costly business but it should actually work for mobile games. There are so many mobile games that there is just not enough space for all of them on the App Store from Apple. New app stores for iOS games give mobile game businesses more air to breathe.
Also, Mick stressed on the importance of basic foundations in business. Meaning it’s a great strategy to enhance your app with new tools likes of what Generative AI can provide but your app marketing basics should already be in place. And the most important of these are good App Store Optimization strategy and solid understanding of your attribution channels in general.
The final insight from Mick was – don’t be afraided of competition, learn from what they do right and wrong – it all helps your app business to be in a good shape and move forward.
Watch the full App Talk interview here to unlock all of Mick Rigby’s tips and insights.
