Survey: Enterprise App Advertising is Proving Profitable for Marketers

New research indicates that enterprises are still utilizing mobile apps for marketing, and they are using them in several different ways to drive revenue.

The “Mobile App Marketer Industry Trends Survey” conducted in Q3 2016 by Apsalar found that 84 percent of app marketers designate revenue as their primary KPI (not install counts). Nearly half (46 percent) consider in-app marketing and advertising to be the primary revenue stream for their enterprise’s app. In addition, 34 percent of enterprise apps have multiple streams of revenue, according to mobile marketers.

To reap more benefits, nearly 90 percent of marketers stated that they intend to retarget existing app users within the next 12 months. About 60 percent of app marketers are already doing so.

“Apps aren’t just a way to connect with customers – they are a major source of revenue for both pure-play and multichannel businesses,” said Michael Oiknine, co-founder and CEO of Apsalar. “This industry is no longer about vanity install counts. When two-thirds of marketers report that driving an install has gotten harder and more expensive, it’s clear why so many app marketers are now focused on proactively building profitable, ongoing customer relationships.”

Publishing Marketing Content on Mobile Platforms

Earlier this year, research showed that marketers were focused on utilizing channels, including mobile, to deliver more content to their customers and prospects.

The “Following the Trends – Is Your Content Ready?” report published by the Data Conversion Laboratory and the Center for Information Development Management discovered that 65 percent of marketers intend to use mobile apps as a primary publishing platform over the next two-to-three years.

However, 34 percent said they do not currently publish content for mobile. About 51 percent claimed they still need better publishing or content management tools to succeed with a digital transition.