Mobile has been top of mind for marketers in Canada for a while now, but from fierce competition in the app store to all the buzz about marketing through messaging apps, it's a bigger challenge than ever to figure out how they should invest their time and dollars on the channel. Jed Schneiderman, co-founder and president of Toronto-based mobile advertising technology solutions provider Tapped Mobile, spoke with eMarketer's Paul Briggs about the big issues marketers need to focus on today, and the trends that might not be worth their time.
At this stage in mobile's maturity, what do marketers need to focus on?
There's been a maturation and crystallization of some issues, but three big issues remain. The first one is the dominance of Google, Facebook, Amazon and Apple in the app world. Look at a comScore top 10 app list for Canada—nine out of the top 10 apps are owned by either Google or Facebook. The lone, non-Google and Facebook app is Spotify.
Why is this important for marketers to understand?
You can look back at all of the historical data on the number of apps people have on their phones and how often they'll delete an app after installing it. About 75% of apps are deleted once and never used again. The majority of apps are deleted within the first 30 days.
It's really hard to get on a consumer's phone and be part of their life given the dominance of those four companies. If marketers want to have an app, they need to consider how to provide utility to a consumer. Why would a consumer download their app and use it again?