Getting Your Mobile App to Stick

Mike Martinez

By Mike Martinez

It’s been a month, but I’m still in an Olympics frame of mind.  And it occurs to me that as mobile apps become cen­tral to the way con­sumers inter­act with busi­ness, we share a prob­lem with gym­nasts – ya got­ta stick the land­ing.

A sticky app must be retained by 30 per­cent of down­load­ers, accord­ing to Pew Research Center’s Inter­net and Amer­i­can Life Project. So it’s not just about down­load­ing the app, it’s about keep­ing the app on their smart phones.

How do you get it to stick?

The app must have a bal­ance of tools that make the own­er­ship expe­ri­ence eas­i­er, but also offer fea­tures that help the cus­tomer inter­act with the deal­er­ship. For exam­ple, Dri­ver Con­nect, the deal­er brand­ed mobile app by DMEau­to­mo­tive, offers fun tools such as “Find My Car,” “My Park­ing Meter” and a “Loan Cal­cu­la­tor.” How­ev­er, the most val­ue comes from tools like “Appoint­ment” where the cus­tomer is able to com­plete online ser­vice sched­ul­ing, and “My Cars” which pro­vides infor­ma­tion on the main­te­nance of their vehicle(s). The deal­er is even able to send per­son­al com­mu­ni­ca­tions through “Mes­sages” and pro­vide coupons and pro­mo­tions through “Spe­cial Offers.”

Stick­ing the land­ing comes by bal­anc­ing the “sticky” fea­tures and tools offered in your app that make the whole app expe­ri­ence more appeal­ing to cus­tomers. When it’s your app, you’re con­trol­ling and build­ing the rela­tion­ship. You’re cre­at­ing the inti­mate cus­tomer con­nec­tion; it’s you that is in their pock­et and purse.

Mike Mar­tinez is Chief Mar­ket­ing Offi­cer of DMEau­to­mo­tive, the indus­try leader in sci­ence-based, results-dri­ven auto­mo­tive mar­ket­ing that pro­vides a range of mar­ket­ing ser­vices to the biggest and most inno­v­a­tive auto­mo­tive orga­ni­za­tions in the indus­try. For more infor­ma­tion, email



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