Mobile technologies can be used in various ways. Big brands that develop other products and services can still use mobile apps for business to attract the attention of digitally advanced audiences. Despite the common stereotype, it doesn’t necessarily mean that only users from developed countries become engaged. Developing countries also show high levels of smartphone intervention due to decreasing mobile device costs and the expansion of the mobile Internet.
You probably know a lot about mobile marketing using texts, but today I’d like to emphasize the use of mobile apps for business to strengthen a brand, increase coverage, or boost customer engagement through the longer sessions that are typical for mobile apps. While these mobile apps are usually free, some of them also help grow sales because they improve order processing either by collecting customers’ contact info or providing customers with forms they can fill out to order products or services directly. The most advanced apps also offer mobile payments but this area still needs work to become perfect. Most users are more familiar and comfortable with desktop payments.
Analyzing mobile app usage is essential to get a better picture of your client’s interests, hobbies, preferences, and behaviors in general. Analytics data will help you make decisions that are more efficient for your current market conditions. Mobile app analytics are enabled through a short code that an analytical company installs in your mobile app. This code allows you to gather information about your users’ target actions. You can learn who uses your mobile app as well as when and how they use it, which can help you launch better advertising campaigns, send clear marketing messages, improve your mobile app features, or segment your audience into particular user groups. But exactly what can you measure?
Even before having a cup of coffee or tea, most smartphone users have already opened a mobile app. They may use an app to find their way to the mall, checking the day’s weather, turn off their alarm, or log their breakfast into a calorie tracker.
Mobile apps have become an integral part of making decisions, especially considering the time users spend browsing products (about 30 hours every month, according to Nielsen research). By marketing your mobile app, you can build closer relationships with clients and power up other marketing communication channels, such as promo events, special offers, and coupons. Remember that users open about 90% of all the push notifications brands send. Mobile websites help because users can open the same content on their desktop computers or mobile devices using Facebook, Twitter, and other mobile apps. This ensures that your message is universally flexible.
Chances are good that you have a brand presence in social media. Maybe you’re not in every network, but you’re probably active on Facebook, Twitter or LinlkedIn. But let’s face it: not every company is capable of doing social media right, and there is no guarantee that your ROI will be high enough to keep a high level of activity going. If you’re wondering whether something out there could successfully replace your branded social media accounts, take a look at Taco Bell’s mobile app example.
The company deleted all of its previous Facebook posts and changed its Twitter cover just to announce that the way to get information about Taco Bell from now on will be #onlyintheapp. Why would they do that? There are actually several very good reasons.
Luxury products need a very special marketing approach, and the informational approach to marketing them usually does not work. You need something more, something that goes beyond the regular promises other brands and products make. Undoubtedly, the visual component is essential in luxury marketing, but which marketing channel is the best option?
Consumers get their media from many different digital channels, which forces your clients to be very picky to avoid too much marketing noise. However, there is a digital tool that has undeniable advantages, such as personalization, instant delivery of content, and low opt-out rates. It’s your branded mobile app, which drives brand affinity and loyalty. Why is this possible?
Even if you have broken the ice and finally got your mobile app approved by the App Store, your first thousand downloads are just the beginning. The competition in the world of mobile apps is crazy – just think about the number of apps you open daily. I bet just a few of them have won your heart, and the rest remain there just because you have no time to delete them.
What your app users actually want is the inspiration to open your branded app every day, regardless of whether this is the first, second or twenty-third time they’ve used it. Retaining your customers via mobile is your way finally to monetize a loyal audience and to foster a long-term relationship with your brand. Finding out what actually pushes your customers to use your app will quite often show you the ineffective elements or chapters, and allow you to add more value to the really efficient ones. So how do you measure this thing – mobile app retention?
If you are ready to refresh your marketing strategy by incorporating a very promising digital channel not yet entered by your competitors, think about going mobile. You should do so for several reasons.
As a marketer, you must have puzzled over which digital channel is more effective for connecting and engaging with your customers. Your ROI has to be high enough to justify the marketing budget, too. So, do you need to start mobile marketing? Should you stick to traditional SMS and e-mail routes or try push notifications?
Retaining your customers is every bit as important as getting them in the first place (especially SaaS ones), but it’s quite a challenge when brand loyalty is almost zero on the web, the range of competitors is endless, and sales or discounts are as tempting as ever. However, it’s not the end of the world as you can still get ahead of your competitors by building a thoughtful mobile app and distributing your content instantly.