The Future of Online Advertising with Hikari Senju of Omneky

The Future of Online Advertising with Hikari Senju of Omneky

In today's digital age, online advertising has become a crucial aspect of marketing strategies for businesses of all sizes. With the rise of mobile usage and app development, it is important for advertisers to understand the trends and challenges that come with reaching and retaining users in this ever-evolving landscape. In this article, we will explore the future of online advertising through the insights of Hikari Senju, the CEO of Omneky, a leading digital advertising agency.

One of the key findings in a recent study by Quettra is that the average app loses a significant number of its daily active users (DAUs) within a short span of time. According to their data, an average app loses 77% of its DAUs within the first three days after installation. Within 30 days, the loss reaches 90%, and within 90 days, it surpasses 95%. These numbers are staggering and highlight the importance of activating users within the first 3-7 days.

Hikari Senju emphasizes the significance of the onboarding flow and how the product is described in retaining users. It is not enough to rely on spam-like notifications to engage users. Instead, the focus should be on creating a seamless onboarding experience and clearly communicating the value proposition of the app. Users need to immediately find the app useful and be motivated to use it repeatedly in the first week.

Interestingly, Senju points out that the drop-off rate for top apps is similar to that of average apps. The difference lies in the activation strategy. The key to bending the retention curve is to target the first few days of usage, especially the first visit. Sending numerous spammy email notifications with generic subject lines like "We Miss You" is unlikely to have a significant impact on user retention.

So, how can businesses improve their user retention rates and navigate the challenges of online advertising? Here are three actionable pieces of advice based on the insights shared by Hikari Senju:

1. Focus on the onboarding experience: Invest time and resources in creating a seamless onboarding flow that guides users through the app's features and value proposition. Make sure users understand the benefits of the app and how it can enhance their lives.

2. Personalize communication: Rather than resorting to generic spam-like notifications, tailor your communication to the specific needs and preferences of your users. Personalization can help create a sense of relevance and increase user engagement.

3. Continuously iterate and optimize: Online advertising is a dynamic field, and what works today may not work tomorrow. Stay updated with the latest trends and technologies, and be ready to adapt and optimize your advertising strategies accordingly. Regularly analyze user data and feedback to identify areas for improvement and implement changes that enhance user experience.

In conclusion, the future of online advertising lies in understanding and addressing the challenges of user retention. By focusing on the onboarding flow, product description, and activation strategies, businesses can improve their chances of retaining users and achieving long-term success. Incorporating personalized communication and continuously iterating and optimizing advertising strategies are also crucial steps in staying ahead in this rapidly evolving landscape. With these insights and actionable advice, businesses can navigate the future of online advertising with confidence and achieve their marketing goals.