Developing a content strategy for your mobile app

Any marriage counselor will tell you that the best relationships have real substance behind them, and that same advice is quite applicable to mobile apps and their users. If a company’s mobile app attracts users, the company has direct access to an audience already familiar with their brand with whom they can build a lasting relationship. This works, however, only if their app offers something that audience values. In fact, according to a Harris Interactive study from October of 2010, “69% of people agree that if a brand name’s mobile app is not useful, helpful, or easy to use it results in a negative perception about the brand.” Because of this, mobile app developers need to focus design around their target demographic and curate the experience deliberately to them.

The most fundamental piece of the design lies in the content that the app will deliver to its users. Content is defined in this context as whatever you are using to engage the user; whether it is by providing information, a service, or entertainment.

One of the biggest challenges is not just choosing which content to offer, but ensuring that it will remain engaging over time. One good practice is diversifying which content is offered to continually engage app users in different ways. By focusing on content foremost, developers can be confident they have a strong foundation to build a compelling app around. First time app developers often struggle with generating successful content on their own, but if they utilize Mobile Roadie’s development platform it can actually be quite simple to continually deliver quality content.


Finding Success With Mobile Roadie’s Content Management System

Dynamic, fresh content is one of the most compelling drivers for app use, but continuously updating an app’s information can be taxing on developers. Mobile Roadie’s Content Management System makes it much simpler by allowing developers to provide users with real time updates that are synced across iPhone, Android, and the mobile web. By making it possible for developers to update their apps through their web browser and see results immediately, Mobile Roadie makes it simple to keep apps fresh and engaging.

Mobile Roadie’s CMS also integrates social media directly into the app, allowing developers to tie all of a company’s social channels and news together so users have a one stop source for all the latest information. The CMS directly connects to the accounts and automates the content delivery, furnishing the app with fresh content continually with no work from the developer.

Finally, detailed analytics are provided within the CMS that outline how users are interacting with your app. By providing information that includes statistics outlining the most popular content, browsing time, and frequency of use, Mobile Roadie makes it easy for developers to analyze their mobile strategy and adjust it to maximize their user engagement.


Guiding Users to Good Content

No matter how great the content within your app, sometimes users still need an extra nudge every now and then to encourage them to return to your app. That’s where Mobile Roadie’s push messaging is effective. Push messaging allows developers to send a message to everyone with the app and can be effective at generating app traffic. Often used for special deals or time sensitive content, push messaging is extremely effective as long as developers are considerate of their audience. Send too many messages, or irrelevant ones and users can be annoyed or frustrated enough to remove the app, but if the content of the message is relevant  or timely it can effectively encourage your audience to check out what’s new. By using these messages to promote good content, developers have seen an 80% higher retention rate just over the first month. By the second month, effective push messaging is responsible for generating 74% of all app use, and by month three 81% of all app visits are inspired by push messages.


Proximity Marketing

Geofencing is another tool offered by Mobile Roadie that is extremely effective at increasing traffic within your app. Developers can compose a message that users receive automatically when entering a certain area. Often used to provide users with information or coupons upon arriving at an event or venue, it engages users with relevant, timely content that they’ll appreciate. Easy to implement and maintain within the CMS, geofencing offers developers another effective avenue to deliver quality content with little hassle.


The Bottom Line

Apps only retain users for as long as they can provide them value. The companies that develop apps but ignore their maintenance struggle to hold onto their users and find very limited success. Those companies who remain dedicated to their app beyond it’s original development retain their users and can greatly benefit from the relationships a great app forms with their consumers. Mobile Roadie’s CMS is a powerful, one stop destination for creating and delivering quality content that helps developers with any level of experience successfully execute their mobile strategy.


App of the Week: Matchbox Twenty

Matchbox Twenty has been on the music scene for nearly two decades with smash hits like “Unwell,” “Push,” “3AM,” and of course, “Smooth” (feat. Rob Thomas).

Last fall, we featured this band as our App of the Week to celebrate the release of their 4th studio album North and the start of their tour. In addition to AR technology (which we mentioned in the first App of the Week post), Matchbox Twenty has added another cool feature to their app that’s getting quite the buzz – geo-fencing, which is the “ability to sense where concert-goers are within the venue.” Geo-fencing is one of the newest and most exciting features we offer to our customers.

VP of Lippman Entertainment Nick Lippman said, “We can talk to fans as they come in and out of the venue, welcome them to the show, give them a hashtag to participate. It’s a great way to get information to people without being uber-intrusive but also remind people what they can do to be an interactive part of the show. We’ve had killer fan engagement.”

If you’re catching a Matchbox Twenty show in the upcoming future, don’t forget to enable notifications on your Matchbox Twenty app to receive geo-targeted messages. To read more about Matchbox Twenty’s foray into geo-fencing, check out the coverage on And to download the app, visit Mobile Roadie site.


Award-winning filmmaker Louie Schwartzberg releases official Moving Art app

In honor of Earth Day, award-winning filmmaker Louie Schwartzberg made media appearances on Monday to talk about his film Wings of Life, a film narrated by Academy Award winner Meryl Streep & released by Disneynature. Wings of Life takes viewers on a journey around the world, exploring the lives of pollinating animals who are the “unsung heroes of the global food chain.” It’s a fascinating film that really makes you appreciate the wonders of nature and makes you think differently about the produce you see in your grocery store.

During his interview with The Huffington Post, he revealed his new Moving Art app powered by Mobile Roadie. We were lucky to have Louie at HQ last year, talking about the inspiration behind his visually stunning projects & showing us some of his Moving Art videos, and we’re honored to be powering this amazing app. Moving Art is, according to his website, “a vast digitally-accessible film library, which is the world’s first collection of moving images created specifically as fine art for digital display ranging from large-format monitors to mobile phones. Using imagery that celebrates every facet of life, mood and emotion, Moving Art transforms the home viewing screen into an emotional-immersive user preference experience.”

Prepare to be blown away visually as you explore the Moving Art app. Perfect for any occasion whether you’re by yourself or with friends, the app is the ultimate mood booster. And you’ll feel even better knowing you can watch these videos for free inside the app. If you haven’t checked out Louie’s work yet, what are you waiting for? Download the Moving Art app today, available at Mobile Roadie.


Mobile Roadie artists win big at 48th ACM Awards

What a night! Hailed as “Country Music’s Party of the Year,” the 48th Academy of Country Music (ACM) Awards kicked off last night at the MGM Grand in Las Vegas, NV. And with more than 15 million viewers tuning in, this year’s show was the most-watched in 15 years.

Hosted by Blake Shelton and Luke Bryan, the three-hour show did not disappoint with lively performances from Taylor Swift, Keith Urban, & Tim McGraw, Miranda Lambert, Brad Paisley & John Mayer, and Kelly Clarkson.

But the real stars of the show were the winners.

The biggest award of the night, Entertainer of the Year, went to Luke Bryan who triumphed over country heavyweights Jason Aldean, Miranda Lambert, Blake Shelton, and Taylor Swift.

Mobile Roadie clients who won awards last night include: Jason Aldean (Male Vocalist of the Year & Vocal Event of the Year), Miranda Lambert (Female Vocalist of the Year, Song of the Year, and Single Record of the Year), Little Big Town (Vocal Group of the Year & Video of the Year), and Ryman Auditorium who won an award for Venue of the Year.

Congratulations to all the winners & the nominees!

See more apps for musicians on Mobile Roadie official site.


Mobile Roadie: Best Apps of 2012

Was it just us or did the year fly by? Maybe it’s because we’re in mobile – an industry that is growing at supersonic speeds. Whatever the case, we had a great and exciting year full of new apps, updates, products, and memories. And what better way to start the year than to highlight some of our favorite apps from 2012, so in no particular order (other than category), here they are!


Music Apps:

Rolling Stones

Red Hot Chili Peppers



Entertainment Apps:


Spider-Man: Turn Off the Dark


Sports Apps:

Sacramento Kings

LA Kings

Cristiano Ronaldo


Apps for Conferences:


Fortune Green

Gentleman Jack Arts Beats + Lyrics

Education Apps:

Tepper Alumni

Berklee College of Music 


Video Case Study: Spider-Man Turn Off the Dark Mobile App Soars Past 700,000 Downloads

Spider-Man Turn Off the Dark has been breaking records not only on Broadway but in mobile as well.

Launched in early 2012, the Spider-Man Turn Off the Dark mobile app has already surpassed 700,000 downloads and counting! And for weeks, the app was the fastest growing app on the Mobile Roadie platform.

Michael Schneider (MoRo CEO) commented, “Spidey has made expert use of our platform, and the results speak for themselves. By combining the best from the Broadway show and Spider-Man’s worldwide appeal, they created a virtual souvenir that users can’t seem to get enough of.”

We wanted to hear straight from the digital team managing the Spider-Man Turn Off the Dark app, so off we went to the Foxwoods Theater to interview Kent Mark from Situation Interactive to share with us his thoughts on the app’s success. Check out our video case study created by Priest Fontaine and our Creative Director Brock Batten.

And don’t forget to download the official Spider-Man Turn Off the Dark app at Mobile Roadie.


App of the Week: Alternative Press Magazine

From humble beginnings to becoming one of the top music magazines in the US, Alternative Press has been covering the underground music scene for close to three decades.

With cover stories on some of the most famous acts like the Beastie Boys, Red Hot Chili Peppers, and Green Day, it’s no surprise that AP’s viewer base grew over the years, currently reaching close to 1 million viewers a month.

Earlier this year, Alternative Press released their iPad edition to rave reviews – it was heralded as one of the “best-designed digital publications on the Mag+ platform. And now they’re back with their very own mobile app designed for the iPhone and Android.

The official AP mobile app is the perfect place to keep up with all the latest from the magazine. You can browse special events in real-time via LiveStream and Ustream, connect with other AP readers, listen to music, and so much more!

Download the official AP app at 


App of the Week: Matchbox Twenty

Matchbox Twenty has been on the music scene for nearly two decades with smash hits like “Unwell,” “Push,” “3AM,” and of course, “Smooth” (feat. Rob Thomas).

Their 4th studio album North released in September of this year produced another hit single, “She’s So Mean.” To promote their latest tour (scheduled to kick off on January 29th in Tulsa, OK), which promotes their newest album in 5 years, they have released their official app powered by Mobile Roadie.

Fans are in for a treat when they download the app. Integrating Augmented Reality technology from our newest partner Daqri, the Matchbox Twenty app delivers a 4D experience to users who scan the image below. Paul Doucette, the band’s drummer, says they’re “always looking for cutting edge ways for fan experience to be better, and with the 4D technology launched, [we] can do that from a music side, touring side, and a direct fan encounter.”

Daqri’s CEO Brian Mulllins added that the app “is an incredible way for fans to access stunning 4D content, interact with the band in the palm of their hands, view concert dates, buy tickets right from the experience and even get a chance to meet them in person.”

Download the official Matchbox Twenty app at Mobile Roadie.


Red Hot Chili Peppers Give Away Front Row Tickets to App Users

We’re always on the lookout for interesting marketing campaigns that are going on inside our apps, and we think we’ve found a great example of how you can use your app to boost user engagement and increase downloads.

The Campaign

Leave it to the Red Hot Chili Peppers to create a marketing campaign inside their mobile app that is sizzling (and ridiculously simple, yet genius)- they’re upgrading concert tickets to FRONT ROW seats for some lucky fans inside their app. Here’s how the promotion works:

1) Fans who have tickets to a RHCP North America Tour show can enter themselves in the promotion by going inside the Tour section in the app, finding the show they have tickets for, and clicking the “I’m Going” button.

2) One winner is selected at random to receive 2 (!) front row seat upgrades. They are notified two ways – via Direct Message which can be found on their User Profile and via a targeted Push Notification.

To promote this campaign, they posted the details in the blog section of their official website and on their social network sites including Facebook:

The RHCP team also promoted the campaign in their mobile app with push notifications that were sent out to users:

The Results 

Needless to say, the campaign has created happier fans, higher app engagement, and more downloads. By creating promotional campaigns that reward users for activity – even an activity as simple as clicking a button – buzz is generated and the relationship between brand and fan is strengthened.

The RHCP campaign is an excellent example of how you can incorporate multiple features of your mobile app to create a marketing campaign that is simple, yet highly effective.


Weekly Mobile Roundup: Top Headlines and Industry News of the Week

This week was all about tablets. With the reveals of Apple’s iPad 4, iPad Mini, and Microsoft’s Surface, the tech world had no trouble crafting news stories. Here are some of our favorites this week:

Top Marks For Microsoft’s Surface Tablet, So Far

White iPad Mini Sold Out After Preorders

Stop Griping: Here’s Why Tablets Are Great…

Tablet mania: The battle of the seven-inch tablets

Tablet Wars, Episode Two: Attack Of The Clones: Seven And A Half Things To Know

MICROSOFT CONFESSES: We Screwed Up When The iPhone Came Out

Android tablets take a huge chunk of iPad’s Market Share in Q3

Tablet underdogs generate more Web traffic than all Kindle Fire models



The LA Kings win Mobile Excellence Award for Official Mobile App

Congrats to the LA Kings, 2012 Stanley Cub champions, for winning a Mobile Excellence Award in the category “Best Mobile Entertainment For Sports” for their mobile app powered by Mobile Roadie!

Since 2008, the Mobile Excellence Awards has recognized the best in mobile entertainment and technology. Winners include Walmart, Fandango, Fox Digital Entertainment, Disney, Marvel Entertainment, and Mercedes-Benz.

This year marks the first appearance of the “Best Mobile Entertainment For Sports” category, and what better form of mobile entertainment than the LA Kings mobile app! The team triumphed over heavy-hitters like EA, FIFA 12, StepLeader, Duck Commander, and Wrestlemania XXIX Sweepstakes to bring home the award.

Jonathan Lowe, AEG Sports VP of Marketing, commented on the win, “We’re proud to be honored for our LA Kings Mobile App powered by Verizon. By leveraging the Verizon network, we’ve launched innovate live video services that set us apart and provides fans great value. Our technology partner, Mobile Roadie, did an excellent job, along with our in-house team of Dewayne Hankins and Pat Donahue. And, of course, we appreciate Verizon, whose support helped make this App possible.”

Congrats again to the LA Kings, and a big “Thanks!” to the Mobile Excellence Awards for the honor.


Weekly Mobile Roundup: Top Headlines and Industry News of the Week

Just some of the happenings of this week:

The Digital 100: The World’s Most Valuable Private Tech Companies 

iPhone App Users Young And Wealthy, Android App Users Skew Older

The Mobile Era Has Arrived

A Look at the Global-Apps Scene and Why You Should Care

The Greatest Business Decisions Of All Time

And finally, this week marks the one-year anniversary of Steve Job’s death. To commemorate his life, Apple created a tribute video which can be seen on Here are our favorite Steve Jobs articles of the week:

Steve Jobs’ 1983 Speech Makes Uncanny Predictions About The Future

Untold Stories About Steve Jobs: Friends and Colleagues Share Their Memories

Steve Jobs Primed Apple to Wow Wall Street 

Small Biz Owner Earns Millions By Adopting Steve Jobs Presentation Style


Mobile Roadie Powers Conference Apps Around the World

We’re powering not just one, but two conference apps this week!

The first conference app we’re powering is the Internet Marketing Association Conference & Awards, which is kicking off tomorrow (September 20th) in Las Vegas, NV, with a Welcome Reception at Hyde Lounge and ending with a Farewell Brunch on September 22nd. The IMA app is the perfect tool for attendees. To learn more about the conference, check out our IMA Conference & Awards post.

The second conference app we’re powering is for DLD, a global conference network focused on “innovation, digital media, science and culture which connects business, creative and social leaders, opinion-formers and investors for crossover conversation and inspiration.”

DLD is launching the first DLDcities on September 21st at The Crystal in the wonderful city of London. DLDcities is an open sustainable dialogue “with all stakeholders that are interwoven in this complex system – urban planners, digital scientists, architects, designers, entrepreneurs, artists, and citizens.” For more information on DLDcities, you can download the official DLD app at Mobile Roadie.

Our platform is perfect for conferences who want their own app. With features like Speakers, Maps, Live Video Streams, Schedule of Events/Agenda, News Coverage, Push Notifications, and much more, conferences can build content-rich, interactive apps for their attendees and non-attendees alike. Check out some of the other conference apps we power in our App Gallery.



How to acquire loyal users on your mobile app

The Mobile Marketing Association hosted an informative webinar today titled “How to Acquire Loyal App Users who Engage and Transact.” Experts from Fiksu, Pandora, and Localytics shared their insights on mobile apps, as well as advice on how to acquire and turn customers into loyal users.


Craig Palli, VP of Biz Dev of mobile marketing firm Fiksu, kicked off the webinar. Key points he covered include:

1) Mobile apps are the most cost-effective method for user/consumer engagement.

2) A loyal user is someone “who has taken action that can be tied back to brand engagement & ROI”; a user who has engaged with an app three times “has a high propensity to engage with that app many more times.”

3) A mobile app that optimizes for loyal users results in big improvements, decreasing the acquiring cost per loyal user going forward. To optimize for loyal users, an acquisition campaign should a) “Optimize across various sources of advertising traffic” (inter-source); b) “Optimize the apps/sites within any Ad Network or RTB Exchange” (intra-source); and c) Optimize for the App Store/Google Play to “yield the max # of organic users for the lowest cost.”


Next up, Kim Luegers, Director of Mobile & Emerging Media of Pandora, revealed how Pandora emerged as a mobile leader in internet radio. Key points she covered include:

1) To maintain a loyal fan base, “content is king.” You should always be on the lookout for new, quality content for your app.

2) Mobile apps should be thought of as a business model, not a one time deal. An app should be an immersive, exciting experience for users. To create these types of experiences, businesses should listen to the users, and tweak content based on this feedback and marketplace trends.

3) For Pandora, their next steps to grow their mobile presence are to a) Weave in more social aspects like social sharing; b) give their users more opportunities to discover new content; c) update performance including speed; and d) create a seamless experience.


Concluding the webinar was Brian Suthoff, VP of Strategy & Biz Dev at Localytics, who shed light on the importance of mobile apps. According to Suthoff, apps have created new ways for businesses to:

1) Measure, leading to more “accurate user, session and engagement data; rich contextual information; and granular location data.”

2) Grow, nurture & convert – “Find more loyal users, in-app nurturing & conversions, and store/use data on client.”


In summary, acquiring app users isn’t enough. Businesses must nurture and convert these users into loyal users by engaging with them via exciting content and an enjoyable mobile experience, because whether you are ready or not, “apps provide new opportunities [for brands & businesses] to drive engagement.”


SXSW Conversations on Mobile Engagement Part 1: Evolving Beyond the Web

At SXSW 2012 this past March, we spoke with key tech and music industry leaders to find out their thoughts on the future of mobile tech and audience engagement. To capture these moments, MoRo Creative Director Brock Batten created a 3-part video series that is also meant to spark an ongoing dialog around how fans and artists will interact in the future.

Part 1 of the video series highlights key stats in the mobile industry & features industry leaders including Ariel Hyatt (CEO, Cyber PR), Jeff Nicholas (Creative Director, The Uprising Creative), Matthew Hawn (VP of Product, Last FM), Nicole St. Jean (Senior Producer, Topspin Media), Chris Lea (Engineer/Biz Dev, Media Temple), Seth Jackson (Managing Director, PIAS Media), Bryan Calhoun (VP of New Media, Sound Exchange), Nick Gordon (VP of Client Services, The Orchard), and Rynda Laurel (Digital Manger, The Smashing Pumpkins).

Check out Part 1 below, and let us know your thoughts on the future of mobile and audience engagement in the comment box.
For more videos, visit our YouTube or Vimeo profile.


Mobile Roadie & Friends Music Tech Meetup at midem 2012

Time for our first Music Tech Meetup of 2012! And what better place to kick off the party than at midem, the “world’s largest music industry trade show” held in Cannes, France. Stop on by for great networking, drinks, and to meet the teams from some of the leading music tech companies as we get together at Au Bureau on Sunday, January 29th at 6:30pm (and onwards).

RSVP for free here.

Mobile Roadie – The most powerful self-service app platform, powering the official midem app.
SoundCloud – The leading audio platform that makes it easy to transfer music online.
Spotify – A popular music streaming service with millions of users since launch in 2008.
Topspin – A technology-focused direct-to-fan marketing, management, and distribution platform.
Webdoc – A social platform allowing users to create digital scrapbooks from web content that they can share with friends.
MXP4 – A developer of innovative music solutions for artists, fans, brands, labels, and distribution platforms.
Musixmatch – The world’s largest official lyrics database.
Next Big Sound – Music analytics company that tracks “all the behavior and activity happening for artists both online and off”.
The Orchard – A full service marketing and distribution company that specializes in music and video entertainment.
midem– The world’s largest music industry trade show attracting thousands of participants from across the world.

Venue Information:
Au Bureau
49 Rue Felix Faure
06400 Cannes, France

Hope to see you there!


2011: Top 10 Facts about the US Smartphone Market

2011 was a dynamic year of growth for mobile. The following 10 facts summarize the highlights of the US smartphone industry in 2011:

1. By the end of November, there were over 234 million Americans (age 13 and older) who used mobile devices.

2. Over 91.4 million people owned smartphones in the US compared to the 63.2 million in 2010, an increase of over 44% (study by comScore).

3. Smartphone penetration in the US was close to 44%, up from 25% in 2010.

4. Over 62% of 25-34 year olds who owned mobile phones owned smartphones in 2011, up from 41% in 2010. Following behind, 54% of 18-24 year olds owned smartphones in 2011 (study by Nielsen).

5. Google Android was the most popular OS claiming 46% market share, followed by Apple iOS with 28%.

6. The Apple iPhone was the most sought-after smartphone device based on the fact that the only phones that are powered by iOS are iPhones. In the third quarter of 2011, the top 3 best-selling phones in the US were the iPhone 4, iPhone 3GS, and HTC EVO 4G, according to The NPD Group.

7. Close to 7% of all US Web traffic was from smartphones and tablets, with smartphones accounting for about 2/3 of this figure (study by comScore). iOS  devices accounted for around 58% of non-computer online traffic while Android accounted for 32%.

8. In 2011, the most popular activity amongst smartphone users was texting or messaging (70%), followed by emailing (60%),  social networking (50%), talking on the phone (43%), and then surfing the Web (40%) (study by CloudTalk).

9. 38% of mobile subscribers downloaded apps. Among the smartphone users who downloaded apps, 83% had either an Android or iPhone device.

10. In December 2011, an average of 1.5 million smartphones were downloaded each day. On December 25th, however, it was estimated that more than 6.8 million iOS & Android devices were activated (study from Flurry).

The smartphone industry flourished in 2011, and will continue to experience growth in the new year; it is predicted that smartphones will outsell PCs in 2012 (according to multiple industry sources). So here’s to another great year in mobile!


Conversations on Music and Technology

This year at SXSW, Mobile Roadie and several other startups came together to produce an event called MusicTech Meetup. The participating companies included: Topspin, SoundCloud, SongKick, Hypebot, Virb, MXP4, and Music Matters.

During the event, Mobile Roadie conducted interviews with several key voices who are using technology to push fan engagement forward in the music industry. This video is a glimpse into those conversations, and is meant to spark an ongoing dialog around how fans and artists will interact into the future.

We look forward to hearing your feedback!