It has been a long time coming: research reveals the number of mobile users in 2014 increased exponentially when compared to the number of users in 2010. The mobile marketing opportunities are currently enormous. Chief Marketing Executives (CMOs) need to develop a solid mobile marketing strategy. Below are some important things you must know to get the most out of your mobile marketing campaigns.
- Mobile Website versus Mobile App
Before making a decision to offer a mobile app or website, you will need to give due consideration to whether or not that is what you really need. Not every single company will benefit from offering a mobile application. The second option a marketer/business has to involves building a mobile friendly website. However, additional creative options accompany a mobile application. Such a fact lends to the ability to target a select audience with greater efficiency and effectiveness.
The Director of Marketing at MobileSmith, Janna Badalian, asserts the customer's experience is better when a mobile app is available. Even when Web connectivity is temporarily absent, the mobile app can supply the consumer with some offline functionality.
- Know Your Audience and their Mobile Usage
Analytics is crucial to understanding the consumer and target audience behaviors. Mobile analytics will supply a business with vital information, including details on the type of operating system consumers are using to access the mobile application; the type of device the consumer owns, and whether they are gathering information or making purchases. Of course, a qualified marketer will already have a good sense as to what a specific audience desires when it comes to building a mobile app. With exceptional development and prototyping tools, a company can have a mobile app created quickly.
- Consider App Store Optimization (ASO)
Part of knowing your target audience will help you understand the types of search behaviors they have when looking for mobile applications. Keyword prediction and generation tools will also provide you with additional terms to reference. The terms you collect then become part of your App Store Optimization (ASO) strategy. ASO involves optimizing mobile applications and their associated listings so they app appears higher in mobile app search results. Page rank visibility is important because the more mobile app users who discover your app, the more traffic your website is likely to receive. Websites like Apptamin.com can supply CMOs with information related to ASO strategies.
- Know Your Competition
Just as it is with any business, knowing your competition will help you in improving what you offer your app users. Review the apps belonging to the competition; see how the apps work, assess the app's navigation, features, and functionality. What do you like about the apps? What do you dislike? What would you add to an app to make it even better? Use the information when developing your mobile application.
- Examine Per Download Costs
Assess the costs per app download. While it is not too difficult to create a useful mobile application, getting people to take notice of the app and then converting mild interest into app downloads is another thing entirely. Your per download cost needs to compete with your competitor's app pricing.
- The Benefits of In-App Ads
Finding great apps and mimicking some of their marketing measures can assist you in getting your app desired and downloaded. When looking for applications to emulate, view some of the applications with In-App advertisement solutions. Twitter uses in app ads. Taking advantage of such an option may help get your app downloaded with greater frequency, and it can improve the speed of distribution overall.
- Get App Users via Social Media Outlets
Experienced marketers know how important it is to use as many potential marketing outlets as possible. When it comes to app distribution using every resource available to get the app out there and into the hands of users is best: this includes social media outlets.
- Be a Mobile User, Target Mobile Users
With people using mobile devices more and more, mobile marketing is not only wise, but also necessary. Many Internet users are relying on mobile devices to access the Web, rather than using a Desktop. Some consumers only own a mobile device, as they prefer the mobility and freedom a smartphone delivers. The addressable market of mobile device users is huge, and, therefore, gives a marketer a larger audience to target.
- Automated Mobile App Marketing Solutions
Adopting solutions for successful marketing automation is one of the challenges today's CMOs face. While online marketing automation tasks are part of a B2B market, the mobile app is targeting consumers. Unlike Web marketing automation online involving the nurturing of leads, the use of mobile applications are is or the purposes of customer retention, lifetime value, and engagement.
- Benefit from Real-Time Location
Should make use of geo-fences and iBeacon, both of which reveal information about consumer behavior, including location, and web entrance and exit behaviors. CMOs can then us the latter information for setting iBeacon preferences so a certain set of actions occurs when a user passes a specific point at our virtual storefront. The same tools can help in sending end of website visit marketing surveys.
- Proceed with Caution
Ultimately, information driven decision are necessary in the vast but unmapped are of in marketing. App creation should involve different stages. CMOs should turn to analytics and A/B testing in an effort to optimize the app user's experience with application features, push notifications, and marketing.