Do you have a digital marketing strategy? Digital marketing is the promotion of products or services via one or several forms of electronic media. The advantage of digital marketing is that it allows for digital marketers to monitor and analyze customer responses to their products and services across multiple media channels. A few things that marketers can monitor are: what functions of their apps and websites are used the most, sales conversions, how often certain content is viewed and for how long, what content is not working, etc. Although the internet is still the most prominent form of digital marketing, there are other forms that are quickly becoming crucial for digital marketing success like mobile marketing, particularly mobile applications.
What is Mobile Marketing?
Mobile apps have become a prominent source of entertainment and information for users across the globe. The smartphone and tablet revolutions have enabled the blossoming of a new industry that is solely dedicated to making the smartphone and tablets an integral part of consumer life. Mobile marketing can consist of a variety of marketing functions that take place on any type of mobile platform. This type of marketing can come in many types of ad formats and customization tailored for a unique user experience, giving companies the opportunity to build customer trust and brand loyalty.
Why You Need a Mobile Marketing Strategy
Businesses need a mobile marketing strategy for the same reason they need a website, because it’s essential to growth and survival in today’s market. Plus it is one of the fastest and most efficient methods to introduce new products and services to consumers. And the use of mobile platforms is only growing. According to recent mobile marketing reports, 40% of internet sessions are spent on mobile devices. Here are a few more mobile marketing facts:
- Retail conversion rates is more than 2.2% on tablets, considerably higher than smartphones (0.7%).
- Mobile searches have increased 200% year over year.
- 80% of mobile device time in spent on apps.
- People browse 70% more web pages on tablets than smartphones.
The mobile applications industry is now one of the most important players in the marketing game. In the early years, only the most technologically advanced companies, or those with the largest budgets developed their own mobile applications, or contracted out to have them created. Now the business of making mobile applications is fairly accessible and cheap, so even small organizations have their pick of mobile app development partners. And software is simple enough for companies to actually make their own specialized mobile applications if desired.
Social media sites with their own mobile apps often provide help to small companies looking for advertisement integration. (Facebook now helps marketers develop and integrate their ads onto the Facebook mobile app). This type of collaboration provides a mutual benefit to both parties. The small business gets the exposure, while Facebook gets the advertisement fees.
Getting Started Mobile Opt-ins
Mobile opt-ins act like direct mail to consumers. Brands request permission to contact consumers on an annual basis via their mobile devices. This allows companies to interact with them via SMS text, MMS, or other mobile messages. In order to integrate opt-ins with mobile applications, marketers can send push notifications or location-based information once consumers download their applications.
When a consumer does opt-in, however, there has to be enough compelling content and frequent interaction to keep consumer interest, otherwise they will opt-out or delete your application all together. To avoid this, mobile marketers must take every opportunity to push their promotions and incentives in a fast and efficient matter to drive purchases, and disparage the competition. Of course, not all users will respond to promotions the same way. Here is where the science of efficient audience targeting comes into play. Information like gender, age, purchasing history, etc. will inform marketers on which promotions to push to whom. This maximizes the potential for a sales and reduces waste on ads with little return.
What Types of Mobile Apps Are Successful?
New data from Adobe Digital Index shows that mobile marketing strategies are most successful with the integration of mobile applications. When executing a mobile app strategy, companies should invest in both mobile phone and smart tablet distribution. Currently consumers spend an average of 13 minutes per app session, but spend 24 minutes per app while on a tablet. Some businesses think that adapting their website for mobile viewing is enough to keep them connected to consumers, however data shows that app usage beats out mobile site viewing by 100 minutes per month.
The Adobe Digital Index, also reveals that financial apps are the most used apps by consumers. In fact, new bank apps are often more user friendly than bank websites, can be more secure and simpler to login to. Travel apps are also popular, specifically apps that deal with navigation, hotels, airlines, and car rentals. Media applications enjoy longer app sessions (20 minutes) and the best digital magazine apps have seen their readership triple in size.
Mobile Marketing Tips
In order to get the most out of your mobile marketing strategy, there are a few tips that will maximize your customer reach.
- Avoid Being Too Wordy: One of the main differences between a website and a mobile device is screen size (although some smart tablet screens now rival laptop screens). Marketers must consider cutting down text to the bare essentials and designing content to accommodate mobile platforms.
- Cater to Your Audience: Who is your main audience? Is the working mom, students, the single dad, or couples? Not everyone uses technology in the same way. Research how your targeted group uses their mobile devices and then cater your marketing strategy to match.
- Think Local: 30% of mobile users are looking for local solutions and opportunities to interact with company products and services.
- Experiment and Track Results: Keep a close eye on customer data. This includes who is accessing your content, how they are accessing it, and if they are using any 3rd party businesses to connect with you, etc. Faithful tracking and analysis will help you quickly identify the most profitable strategies for your company.
Why Great Mobile Apps Aren’t Enough
Having a great mobile marketing strategy, and good mobile applications should not be the beginning and end of your digital marketing strategy. Remember, successful marketing campaigns expand across MULTIPLE channels. This means integrating websites, mobile, email, and social media sites like Twitter, Facebook, and LinkedIn into your strategy. And it’s not enough to just have these channels, they must be constantly monitored and managed.
Long gone are the days where information and news about company products and services come solely from the originators. Now customer reviews and experiences with these products and services are equally or more important than the reviews of company itself. This means that marketers are not only responsible for cultivating digital marketing, but for interacting with customers and their own products more than ever. Today people demand transparency with the companies they buy from. They expect honesty, loyalty, personalized communication, and rewards for their business. Comprehensive digital marketing will integrate all of these aspects into an efficient process that ensures the continued success and growth of your company.
Contact us for a free consultation and we would be glad to answer any questions and provide Cohlaborative digital marketing solutions to meet your company’s needs.