While businesses cannot do without mobile, a clear strategy for mobile marketing and presence is important. Well, we are approaching the year end and this is really high time to organize all the learning and come with a strategy that can deliver the emerging app marketplace and user trends. Whatever be the kind of shift we experience in the months to come, these 10 tips will remain invincible to shape your mobile marketing.
1. Addressing multiple device ecosystems
With connected devices taken over the digital reality, can marketers anymore conceive digital marketing and mobile marketing as two separate islands? No, such difference has already been extinct as per the indication of available statistics. Do you know 73% of U.S. homes and 68% of Americans respectively own a computer with Internet connection and a smartphone?
What does this prove? Well, it shows the importance of being present across all devices and channels. With wearable and connected smart home gadgets are picking up allowing smarter user interactions, marketers need to address multiple-device ecosystem through their strategy. While a teen can more responsive to mobile ads, a veteran can only find emails more comfortable. So, you need to address different user preferences and contexts across the maze of connected devices.
2. Unleash the power of user experience design
We all are aware of the central role user experience plays in almost anything in the digital universe. But while earlier it was more about features and contents to facilitate a great user experience, at present it is more about design. With a whole array of devices with different screen sizes, design plays a crucial role in addressing a variety of screen sizes and look-wise factors. A mobile first design with touch-friendly buttons, intuitive gesture-based navigation and faster loading time is still elemental for an app to get popular and convert business.
3. Capture the power of Mobile Web
The notion that says ‘mobile devices are made for apps while computers are for accessing the web’ has already lost its ground since the majority of mobile operating systems came up with advanced browsers guaranteeing the high-speed browsing experience. Today the mobile web is as stronger as the app ecosystem. With the vast majority of web searches happening on mobile devices, you cannot stay contented with an app to tap into this audience. Most importantly, often for accessing certain web-based services mobile web is preferred over apps as it does not take screen real estate and device storage. So, ensure having a mobile website besides your regular app.
4. Use mobile marketing automation
For more customer footfall and business conversion you need better engagement. But to stay available and on your toe to listen to your users, the marketing team cannot be enough. You need some tools to take care of these responsive actions. Well, from this need alone marketers started to use mobile marketing automation tools which help them to keep engaged. By implementing these tools 86% of mobile app developers gained substantially in user engagement, revenue, business conversions and retention.
5. Give priority to organic installs
Paid installs can only be referred as an intermediate tool to create some buzz from time to time while the real gain for an app comes only through organic installs. According to a recent study organic installs amounts to 91% of all app installs. Moreover, paid installs take a substantial toll on your resources and bottom line while organic installs, in the long run, helps you gain from enhanced brand loyalty, user retention and word of mouth marketing through existing users.
6- Mobile social media campaign
The majority of social users access their accounts via mobile. Let us provide here some statistics. The statistics for Facebook mobile users show us that majority of users access Facebook through the mobile app while more than one out of every six users exclusively use a mobile device to access Facebook. So, you need to stay rigorously active on mobile social apps with your campaign and a content strategy.
7. Gain from BI tools and analytics
Using user analytics and business intelligence (BI) tools have almost become a necessary prerogative for marketers now and this would only gain more importance. As the diversity of gadgets and connected reality will continue to create more data with the robust scope of drawing insights, BI tools and analytics will experience more advancement. Marketers across the app niches have to be more concerned about gaining insights on real-time user contexts and use scenarios to make their campaigns and responses more effective.
8. Improved CRM tools
CRM tools with integrated analytics and data-driven insights are already helping marketers to get a firm grip on their decision-making process. In the time to come, marketers, have to focus more on these improved CRM tools to convert leads. By utilizing latest and advanced tools marketers will also be able to minimize the gap between sales and marketing.
9. Marketing strategies will reflect a multi-touch, customer journey
Let us begin with a piece of wisdom. Any journey of considerable business gains must pass through several stages and steps over a period of time. Similarly, each of your customers goes through several twists and turns in creating a bond. Are you serious to see your customers forming the bond at the end of the customer journey? If yes, you constantly need to evaluate every piece of interaction and how well you can serve various user scenarios as the respective customers prefer. To see what works and what does not you need to populate the funnel of sales as much as possible to gain more quality leads.
10. Performance is still the last word
After doing everything that can seal the fate of an app is the performance. There is no way you can do anything about it. From faster loading time to quick response to actions to being lightweight and fewer data consuming, all these attributes are important to bear the tag of great performance. Testing at various stages of mobile app testing will continue to remain crucial.
Keval Padia is a Founder & CEO of Nimblechapps – a fast-growing iOS game development and website development services provider. The current innovation and updates of the field lures him to express his views and thoughts on certain topics.