This is what Julie Ask, San Francisco-based vice president and principal analyst at Forrester Research, said last week at Mobile Commerce Daily's Data & Insights Summit. Your most loyal customers – around your top 20 percent, per Ms. Ask – is likely to download a brand’s app and engage with it regularly. Therefore, it is important for marketers to be looking beyond app downloads to measure their mobile success. That top 20% of your customers want an engaging experience.
Responsive Web vs. Native Apps
One way marketers are trying to address the growth in the number of screens that customers are engaging on is with responsive Web design. Per Ms. Ask, this strategy will fail at delivering compelling experiences on the go. Instead, apps need to be more a curated experience designed for customers’ needs on the go. Some marketers such as eBay are already doing this by offering different apps to meet the needs of various customer groups.
“As we look forward, more companies will get more savvy about identifying the unique user experiences on mobile,” Ms. Ask said.