September 19 – Stats from app creator RightNow Digital indicate that the transfer window offers clubs a big opportunity to engage with their fans. In 2017 there was a 300% increase in fan app activity.
RightNow says that with the current cost of a download at about £30 across the app business, and because 90% apps aren’t opened a month after download, clubs should take advantage of the transfer window with content that keeps fans engaged and their apps being downloaded and used.
“A good app is something that serves both the brand and the fan well, solving a tangible challenge for each,” said Simon Ryley, founder of RightNow Digital. “Today’s apps mean that app owners not only give end-users something organically interesting (rather than a single stream of messaging), brands enjoy total data ownership.”
According to the research, reading club news doubles during the transfer window and app opens increase 250% with installs rising 300%.
“The transfer window findings show that fans enjoy total immersion in big, industry-wide issues which affect their clubs and canny marketers will respond to this insight,” said Ryley.
RightNow says that with more than 2.2 million apps on offer on the App Store, and the high cost low retention rates, fans are “hungry for a constant trickle of transfer gossip, new signings or even the club’s fixture release, it is evident that clubs should be taking leveraging every possibility to keep their fans engaged.”
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