Digital Etiquette: The Secret to User Retention in the Mobile World

June 8, 2017 Jack Vawdrey

Brands vying for significant user retention in the mobile space have to give value to their users. Period. And because mobile is so ubiquitous, it has become easier than ever to engage with your client base in their most intimate environments with highly personalized content, fueled by easy access to personal user data.

It’s the user themselves who are giving away this data in exchange for valuable experiences. Just to give you a taste of how consumers feel about sharing their data, one study shows that 57% of customers are willing to share personal data in exchange for personalized discounts and offers.

That’s a great amount of trust consumers place in the brands they are engaging with, and that trust extends beyond offering personal data. When it comes to mobile app downloads, consumers are giving up precious commodities like battery life, storage, cellular data and their time as they download and engage with your app.

But just because consumers may be ready to get personal with your brand, it does not mean they won’t disengage with your brand just as quickly. If you fail to provide value, annoy your customer or start getting creepy, user retention metrics will plummet.

Mobile app engagement is a microscopic version of the Airbnb hosting model: the mobile host opens up her personal space expecting to get real value out of hosting a stranger, without experiencing an invasion of privacy or personal space.

Such it is with engaging with customers via mobile devices. Mobile is highly personal, and people don’t like to feel uncomfortable or annoyed in their personal space. Whether your mobile discipline be marketing, UX/UI design, development or analytics, understanding how to engage with a customer within the context of their life experience without being creepy, invasive or indifferent is paramount.

Matt Gellis, Founder and CEO of Keystone Solutions, recently said, “Mobile marketers who understand they are guests in the consumer’s world today will be most effective at creating the transformative experiences of tomorrow.”

Understanding the do’s and don’ts of building engaging mobile experiences will ensure your customers are able to glean significant value from your mobile offering—and keep coming back for more.

Gellis will be presenting “Digital Etiquette – Our Role As Guests In the Consumer’s World” at the upcoming Mobile Analytics Summit. To gain insight into how to safeguard against offending your digital host, as well as other relevant industry trends and best practices, register for the event now.

About the Author

Jack Vawdrey

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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