Engage Recap: Forrester Presents Your Guide to Mobile App Success

Right now, there’s more than 200 million smartphones in the U.S. And adults glance at those phones around 150-200 times a day. (For a lot of us, that’s on the low side.) That means there’s more than 30 billion of what Forrester Senior Analyst Jennifer Wise calls “mobile moments,” or opportunities for companies to meet user needs, how and when users want them met. The more mobile moments users experience, the more loyal users will be (and the more friends they’ll tell about you). So: how do you make it happen?

Jennifer covered how to create mobile moments at ENGAGE 2016, and as mobile marketers who live and die by data, she gave us just what we needed: a guide to app success based on the latest in mobile use and statistics.

“What you want is to be the one they turn to in that moment, and you want to be the one that delivers in that moment. Whoever does that best will be the one that captures that customer’s mobile moment and engagement.”

How do you drive app discovery?

First, marketers need to give up on the idea that they can launch an app, and keep an eye on the downloads. With more than 2 million apps in both app stores, you need a comprehensive marketing plan ready to go prior to launch. Social media advertising, email campaigns, and app store optimization are all ways to promote your app.


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How do you retain your users?

App marketers also need to consider what Jennifer describes as the mobile mindshift. Mobile’s changed how users think, how they relate to others, and how they relate to brands. User expectations are high, and they expect to be able to do what they want, when they want on mobile.

It’s thanks to these high expectations that users are pretty fickle.

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Mobile users aren’t likely to let an app stick around unused on their phone, so it’s essential to delight and engage them quickly--which brings us back to mobile moments.


How do companies win their users’ mobile moments?


That’s going to come down to your app experience. Jennifer talked about why it’s so essential that your app is:


  • Technically superb.
  • Mechanically sound.
  • Easy to navigate.
  • And most of all, able to provide real value.


Want more insight on developing an effective mobile strategy? Watch Jennifer's full presentation below.




You can check out the slides from Jennifer's presentation, too.
Special thanks to Jennifer Wise for presenting! 




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