siliconindia | | June 20199bile web and app. Companies have moved from mobile compatible websites, to specific mobile sites, to respon-sive sites, to mobile-first websites and recently to PWA (Progressive Web Apps). There are also SPA (Single Page Applications) for seamless ordering. With all of these im-provements, how productive has mobile ads become? If we look at Click through rate data, mobile CTR has grown by 22 percent as compared to four percent for desktops. A total of 68 percent of all clicks happened on mobile de-vices. In fact almost 30 percent of all e-Commerce related searches during the first quarter of 2018 happened from mobile devices.In 2017, Android had the maximum share in terms of device OS (97.4 percent), while iOS was at 2.2 percent. For app owners, volume of sales from Android devices is clearly much more than iOS (considering you are present on both app stores). Apple devices, though showed high-er Average Order Value and Customer Life Time Value, which means iOS App users were qualitatively better for e-Commerce companies than the Android counterparts. In terms of channels of App downloads, there are Facebook App install campaigns, Google UAC (Universal App Campaign), Affiliate App installs (Fixed buy, incentivized or non-incentivized) and partner networks. App activation (or the first purchase of a user post app install) is benchmarked with the organic activation rate. Any paid app install campaign is considered to be work-ing well if the activation rate of that campaign matches or betters the organic activation rate. If we look at some of the top e-Commerce companies, Google UAC activa-tion rate is usually much more than that of organic rates, considering scaling-up is done steadily and keeping per-formance in mind, while Facebook App installs have activation rates at par with organic rates. A little deeper analysis of attribution was done by increasing the time frame for analysis or the time considered to calculate acti-vation rates. It was seen that post second month of install, the activation rates from Facebook installs went-up and so did the customer lifetime value. Google UAC installs activation rate tapered down after first month. It was also seen that Facebook app remarketing campaigns work best to activate app installs from the same channel.Considering that App conversion rates are higher among all e-Commerce platforms, companies have now steadily diverged Digital marketing budgets towards app installs and remarketing. Online CRM using app, behav-ior tracking and segmentation is very seamless and effec-tive for app user database compared to websites.But even then, mobile advertising in India is not short of challenges. Almost 32 percent of all mo-bile advertising is found to be fraud. The cost of this sums up to 350 million dollars. Due to low quality in-stalls and incentivized downloads, India saw 1.7 times higher install fraud than global average, with 2.5 times higher click frauds for mobile ads. Attribution and use of technology is the way forward, and we do see Ana-lytics and Marketing intelligence playing a huge role in enhancing RoI from mobile marketing spends for most e-Commerce companies. Considering that App conversion rates are higher among all e-Commerce platforms, companies have now steadily diverged Digital marketing budgets towards app installs and remarketingSoumajit Bhowmik
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