In February 2014, for the first time, internet usage for mobile apps exceeded that of PCs (47% to 45%) , and 8% of traffic was for mobile browsers. Modern marketers, entrepreneurs, publishers, and individuals should definitely consider the opportunities of this mobile explosion. What sets mobile data apart from data from other marketing channels is that it is unique and very personalized, and if you have powerful mobile analytics tools, it is possible to track behavior in a more sophisticated way than for desktops. The data includes session time, bounce pages, most popular pages, geolocation for where the app was used, user activity when the app was used, service integration, social plugins, and much more.
Amazingly, only 46% of companies use a mobile app analytics solution , which means that the other half of the companies are not getting any information about their mobile app users. Introducing a mobile app without analytics is a waste of resources because it is impossible to track the outcome and the progress of how everything is working. It is also impossible to measure ROI or introduce monetization to the mobile experience. The engagement can be personalized and improved if a mobile app is supported by a mobile analytics product. There are several major impacts that mobile app analytics has for marketers and developers.
Practically every company has PDF files, whether they are catalogs, brochures, event schedules, reviews, pricing lists, reports or white papers. PDF files are the result of time-consuming cooperation between marketing and design departments. They require a lot of resources, and it’s nice that you can both print them out and distribute them online via links and websites. However, can you use them for mobile marketing?
Mobile products—and especially those introduced by independent developers—usually don’t have good marketing budgets. In fact, only 5-10% of all mobile apps have a mobile marketing strategy. But at the end of the day, why do you need a marketing plan? Making one sounds like it would take a lot of effort and time. But that’s not the case at all. Marketing plans are only as long as they have to be to synthesize the marketing elements, multiplying your chances for mobile success. A plan is a way to describe your path to a bigger sales volume. Sure, there are several cases of mobile apps that won customers’ hearts without a mobile marketing strategy, but these are the products that shot to the top right in the beginning of the App Store era. But things are a little different now. Like Thomas Jefferson said, the harder you work, the luckier you’re going to get.
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.
Mobile marketing efficiency is unthinkable without qualitative mobile analytics for both apps and ads. This post reviews two of the most popular mobile analytics services and provides some additional insights about using mobile analytics.
Flurry and Pinch Media merged several years ago, and were subsequently acquired by Yahoo! Inc. Both companies offered analytical software for iPhone and iPad devices, with some similar and some different functions. When the brands merged, they refined their combined functions to create a service that includes functions used by all of their respective clients. For example, Flurry supported Android and monitoring unique clickstream data (User Paths), while Pinch Media offered unique features such as tracking smartphones with jailbreak and evaluating data by categories compared to absolute indicators. The combined company now offers both. Since the acquisition by Yahoo!, developers have to register in the Yahoo! system for access.
Every time a potential or current client asks a question through Google, it is a chance for your brand to deliver the right information on time. This is especially important for mobile, as this may be a spontaneous but urgent search for information. Although today’s marketers are obsessed with the need to assist the customer at the right moment as they go down the marketing funnel, many of them still miss out on the opportunity for Google mobile advertising. Is your company one of those that devotes much time and effort to its mobile strategy and satisfies most client needs?
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?
Field sales reps and on-the-go representatives already have the convenience of showing marketing materials and product presentations on their laptops, but there are drawbacks to doing so. First, connecting to the Internet is not always an option in the field, and we can’t always ensure the rep’s ability to deliver the necessary information on time because so many steps (e.g., sending email, determining whether the client got it, waiting for feedback, arranging the next meeting) are involved. Second, laptops have not resolved the issue of delivering content to a large number of people, which is especially relevant for conferences and event marketing. Third, because today’s users don’t “go online” but instead “live online” with their mobile devices, it’s always better to optimize the sales process and be available 24/7 to share and represent marketing files and brochures in the best manner.
What are some mobile sales tools you can use to get better results? Can mobile apps help you pull up sales presentations on your iPad or share them instantly with a QR code?
I’ve already discussed the average profits web developers generate with mobile apps in my mobile app market review last year. Today I’d like to address the subject of mobile app pricing. How do you define the final price level that will bring you maximum profits without discouraging users?
The apps market is overloaded with free mobile apps, and many of them have high-quality sound and graphics along with nice functionality. However, while the huge number of downloads looks tempting, web developers will be hard-pressed to make both ends meet by offering a free product. The cost to develop an app won’t be covered even with a cost of $1-2 dollars per install, so what’s the compromise?
Simple, so-called table-based apps with very basic information (hierarchical topics with a list of available subjects) cost from $1000 to $4000 (money you would pay to a web development contractor agency). Add-ons such as geolocation, social media integration, camera integration, push notifications and all the rest will cost up to another $4000. Database native mobile apps vary between $8k and $50k, and you will be responsible for all the content. This type of app is great for adding structure and logic to the existing content so that it is organized and displays efficiently. You can also opt for a fully dynamic mobile app. The data it relies on is outside the app (on a social network, for example). In the last few years, web-based mobile apps have become more sophisticated and started to replace native apps because they require less memory and use more convenient cloud-based storage for the information they need.