Marketing InfographicsMobile and Tablet Marketing

How to Measure the ROI of Mobile Apps

We’re working with a partner company on developing a mobile application for Android and iOS right now. While we’ve done our own apps, this custom app is requiring quite a bit more attention than we had imagined. I think it’s taking longer to work on the marketing, submission, and publishing of the mobile application than the app development time! We’ll definitely adjust expectations for work like this in the future.

This app is a replacement application for a client that built a calculator for their clients – mostly engineers. It’s a no nonsense application that helps the engineers make thousands of different calculations easily. The app doesn’t sell anything and doesn’t cost anything. The application is simply to provide value to the customer. Developing tools like this to make peoples jobs easier is a great marketing strategy because it has repeated touchpoints with the customer so you stay top of mind when they need your products or services.

As a replacement application, the gap that we identified (outside of some incorrect calculations) was that there wasn’t any interaction in the mobile application between the company and the user. So we added simple contact and click-to-talk features, as well as pulled in their Youtube How-To videos and their latest blog posts. By pushing those feeds to the user, the mobile application now provides a much improved gateway to build a better return on investment and perhaps even get some direct sales from usage.

Whether you’re focused on mobilizing customers or employees, this infographic covers all the bases: defining your goals, assessing costs, assigning KPIs, and reaching an ROI calculation in cold, hard numbers. Go beyond strategy with metrics and equations that prove that enterprise mobility truly adds up. Jason Evans, SVP, Strategy & Innovation Management

This infographic from Kony walks the marketer through all the different aspects of calculating the Return on Investment for developing a mobile application using the NPV (Net Present Value) methodology. For more information, be sure to download Kony’s Whitepaper Measuring Mobile: Quantifying the Success of Your Mobile Initiative.


Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.

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