It’s no surprise that mobile is becoming a dominant force in marketing, with global spending on apps expected to hit $35 billion this year. And, it’s no wonder brands are scrambling to get a piece of the action: 86% of mobile usage is spent in apps, according to the Mobile App Engagement Index.
But there are 1.3 million apps to choose from and only 224 million monthly active app users in the US, so brands are also working hard to figure out how to get—and hold—consumers’ interest.
With so much competition for time and attention, building a branded app is only half the battle. Maintaining engagement is critical for justifying the investment and making the app “sticky” enough to do its job. In other words, the adage “if you build it, they will come” certainly does not apply…
