Mobile app developers are facing a tough challenge. As comScore pointed out, consumers spend about half of their time with digital media using smartphone apps, but they’re far less likely than they once were to download new ones. In fact, half of all U.S. smartphone users download zero apps per month. That’s just bad news for companies introducing killer apps into the market.
The mobile app community’s response — often driven by KPIs set by their investors — has been to ramp up new user acquisition marketing budgets. But with the combination of consumer reluctance, rampant fraud and the burden of managing endless intermediaries in the marketing funnel, I can’t help but wonder if the time has come to reconsider the B2C selling model.
I believe it is, and I believe that the mobile app market should look to the consumer packaged goods industry and shopper marketing for inspiration. The entire CPG industry is built on a B2B2C selling model[…]
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