As it can be difficult to decide where to focus your efforts, digital marketing is often a stressful process. But it doesn’t have to be: identifying the five key areas of engagement can point you in the right direction.
Today’s technology has made mountains of data available to businesses. With little effort, vast amounts of information are collected and stored. How could anyone possibly sift through it all? Where would you start? And how can you determine what would positively impact your marketing strategy?
Last month, VentureBeat posted an article identifying what author Samir Addamine termed “five moneyballs of mobile marketing.” Applying these principles to your own mobile app’s digital campaign can drastically improve your connection with your customers.
Since your mobile app is a part of the public face of your brand, you want the user experience to be top-notch. If it is, your customers will view your business in a positive light based on their app experience. If it’s subpar, it will leave them dissatisfied at best, and inclined to complain publicly at worst.
Addamine suggests reviewing customer feedback and ratings in order to address user concerns. Another point he highlights is the importance of reliability: at the bare minimum, you want your app to work.
Going for the gold will involve reviewing customer comments in order to improve or add features they’re demanding, while letting go of those that are unused or disliked. In line with this thinking, the Huffington Post reports that mobile apps that target a particular aspect of a brand are becoming increasingly popular and lucrative.
In addition to providing the best user experience for your customers, you also want to stay one step ahead of your competitors. Addamine suggests regularly visiting your competitors’ apps in order to ensure that what you’re offering is of equal or greater value.
Engagement is a measure of how involved your customers are with your mobile app. Addamine suggests that reviewing a few key performance indicators will help you give your customers what they want at the exact time and place that they want it.
BizReport tells us that consumer engagement with top used, favorited apps has increased, while at the same time, the number of visits to the least used or liked apps has declined.
So, determine how much time your customers are spending on your app, how many people are opting out or uninstalling, how well you’re managing customer relations through your app, and how many users are reaching your conversion goals. Apply these findings to maintain a more engaging app.
All of these ideas might sound great, but are they worth it? Will you see an increase in revenue if you implement these strategies? Keep an eye on the bottom line. Addamine points out that monitoring how many app interactions your business has can lead to new sales, returning sales, and referrals, which will help you determine the efficacy of these mobile marketing efforts.
Implementing these steps will take a fair amount of your marketing time and budget. This is where you will want to crunch the numbers and see what works best for your company. Addamine suggests that to stay competitive, businesses should aim for 25-30% of the marketing budget to be allocated to mobile marketing, as suggested by the Mobile Marketing Association.
Mobile apps are changing the way people are doing business. If you’re still skeptical, see for yourself: in a previous post, AppMakr highlighted how mobile marketing is a top priority for CEOs this year. By implementing some of these strategies, your company will be able to successfully tap into this exploding market.