Mick Rigby – Founder & Managing Director, Yodel Mobile presents at App Promotion Summit Berlin 2014 on the topic of ‘We’ve talked about the future, but what about the here and now?’ covering:
– What are we really trying to do with all this mobile technology?
– Insight from some of the mobile greats such as Iggy Pop and Albert Einstein
– And a bit of practical advice on how to keep your customers
“Hello everybody. Well done for staying. The final hurdle you’ve got to get over. That’s a lot of business people looking at their devices, and that’s the agency I work for. I run a company called Yodel Mobile, we’re a full service mobile marketing agency. I’ve been asked to talk today about the future but predominantly about the here and now so within the next 15 to 20 minutes I’m hopefully going to answer that particular question but I don’t think any presentation is a presentation without a picture of Iggy Pop in it.
Iggy, for all you youngsters out there, you may or may not know him. He was the godfather of punk, 1976 to ’78 he came to this wonderful fair city to try and rid himself of his atrocious drug habit. He made the massive mistake of actually getting a flat with David Bowie, who was also going through the same situation but clearly he is a lover of the city. That wasn’t the reason I wanted to put Iggy on a 10′ x 20′ screen. He was invited to do a lecture in Manchester about four weeks ago. It’s a lecture called the John Peel Lecture and it’s something that the BBC organizes every year and some of the biggest, shiniest rock stars in the world have actually done it. What the Iggster was presenting or talking about was, as you’d expect, music but predominantly digital and mobile and the effect that they were having on the music industry itself. I won’t do it in Iggy’s voice because, as you can imagine, he’s a man of about 69 but he sounds like he’s 159 so I won’t say this but this was one of a number of cracking quotes that he actually came out with. Does anybody recognize the car, by the way? Yeah? Those ones that say, “Yeah,” you know about the flux capacitor? Yeah? Cool. It’s nothing to do with this presentation but it’s a fantastic thing. “Before we look to the future, we really need to understand the present.” I wholeheartedly agree with that.
Back to mobile, the average smartphone has around about 41 apps on it. That’s great, I mean we all work in mobile that’s a wonderful, wonderful stat. However, 80% of those apps are only used once. Now, that’s a frightening stat. I think it’s a way of actually allowing us all to sort of consolidate our thoughts as to if you’re spending money on mobile marketing, arguably 80% of that could in fact be wasted. Just to sort of emphasize that fact, on average out of the 41 apps we’ve got on our phone, we’re only using five of those apps weekly so that’s probably a weather app, a news app, a sports app, a games app, there’s a lot of wastage. Okay, this is the interactive bit, don’t be shy. You’ve seen a lot of presentations today, there’s been some incredibly good advice given. How many people in this room, if you’re a marketer or an agency, are working on app download strategies? Come on let’s see those hands, a few, fantastic. Well you, like probably every other business that has an app, are spending money somehow on generating downloads.
The problem is, everybody is off target because it’s not about downloads. What we’re trying to do is get engaged mobile device owners, who use their download version of your application, to perform important activities at key times and on a regular basis rather than visiting related websites. That’s what your strategy should be and actually to consolidate that into a better way of describing it, you’ve got to be focused on an engaged user and not a downloader. If you are focused on an engaged user, your strategy is going to be completely different than if you are focusing on a downloader and also it means that 80% of your budget, that potentially is being wasted, is not being wasted anymore. If you’re looking at getting app downloads, your job is only half done.”
More at: http://www.businessofapps.com/