There’s good news for business about apps, according to the latest data in the Adobe Digital Index (ADI) “2014 Q1 Corporate Publishing App Report”: Sales-enablement applications are seeing high engagement rates among enterprise sales teams.
These particular apps promise to improve the sales team’s ability to access the right content and resources they need, while also allowing salespeople to devote more time to customers and prospects. This is intended to drive more sales and build better relationships with existing customers.
Additionally, the data collected by these apps helps sales management and marketers understand what role content plays in the buying cycle. In fact, ADI found that sales-enablement content within an app is seeing the highest overall engagement when compared with content within customer-facing branded apps. Sales-enablement apps drive 40 percent more engagement than do general customer-facing apps.
This latest ADI app report is based on data collected from Adobe Digital Publishing Suite (DPS) apps, from Q3 2013 through Q1 2014. It is comprised of aggregated and anonymous data from corporate publishers and has been segmented into internal- and external-facing apps. Internal apps are being used to deliver corporate communications, sales enablement, and training. External apps are used for brand affinity, corporate recruiting, investor relations, and the like. Sample information includes 26 million app startups, 3 million app installs, and 151 million overlay starts.
"This data is corporate-focused and is broken out into two main segments, internal apps and consumer-facing branded apps," said Joe Martin, senior analyst at ADI. “What we found is that apps geared toward sales enablement are seeing the highest amount of time spent, at 22 minutes per month, while external branded apps are seeing the highest amount of time in-app per launch. The internal apps are used more frequently throughout the month, but external branded apps show more time spent per launch."
Internal enterprise app users, such as employees or sales professionals, are launching their apps much more frequently, according to ADI. Corporate publishing internal app users spent, on average, 5.10 minutes-per-launch interacting with apps, and users had 3.29 launches, on average, in Q1 2014. Internal app users are opening their apps at a 58 percent higher rate per unique visitor than users of external apps. Additionally, ADI found that tablets are the leading device to which internal enterprise apps are published.
The reason? According to ADI, consumers of internal enterprise app content, which account for 59 percent of corporate DPS apps, are turning to larger screens when viewing their corporate communications, sales enablement, and training content.
However, while corporate-publishing apps are seeing a steady pace of 18 percent first-time app launches over the past three quarters, there is a lag in the growth of secondary launches. App launches and app installs showed an increase in Q3 2013, followed by a seasonal slowdown in Q4 2013. The first quarter of 2014 saw a quarter-over-quarter increase; however, the trend of these metrics appears to be flat. According to ADI’s Martin, this has major implications for marketers who want to drive repeat visits to their internal and external applications. Essentially, corporate publishers are steadily acquiring new users to their apps but need to ensure that they keep those users engaged.
“Marketers need to continue to engage returning users by consistently creating compelling content, using push notifications to drive people to the new content, leveraging other in-app marketing capabilities, such as social sharing, and having a content release cadence based on user behavior and expectations,” Martin concluded.
About Adobe Digital Insights
Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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