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How to do Mobile Marketing the right way in 2016 Article

If you are an online entrepreneur of any kind, there is no way you can avoid mobile channels. As more customers use mobile devices in everyday activities, it is highly predictable that your ones are doing it as well.

According to IDC mobile internet users are going to top 2 billion worldwide this year, and they overtook desktop internet users last years. Find out how many of your users are coming from mobile devices.

Just go to your Google Analytics account and check the mobile audience report. You will see not only how many of your visitors came from mobile but also which devices they used, what are the most popular mobile operating systems and how big screen do they own.

Mobile marketing matter

Mobile marketing is something far more than placing your Facebook ads on mobile while advertising. And – let’s face it – it is going to be more than optimising your website on mobile devices.

Let’s put the guesswork aside – at Whalla Labs we have actually dug through some experts opinions to see what is going to play a major role in mobile apps design, development and marketing so you can be certain of what to expect.

1. Implement Omnichannel marketing

Omnichannel is becoming the buzzword while speaking about mobile marketing these days, but it is that for a reason. According to Criteo report on the state of mobile commerce, top retailers who implemented omnichannel have seen higher sales as cross-device transactions were higher than all transactions.

The reason for that is simple – customers no longer use only one device to shop online (or to do any other activity). They often switch between smartphone, tablet or laptop before completing a task. As a marketer, you should be aware of that and prepare yourself to be exactly where your customers are right now.

2. Optimise for mobile

As responsive web design (RWD) is important and – moreover – required by Google to rank your website better in it, this is not what mobile optimisation is about.

A proper mobile optimisation is thinking about possibilities and constraints of mobile devices and crafting your message to suit it perfectly. It means that you need to:

  • Create your content separately to fit mobile devices
  • Adjust your media (like photos and videos) to view conveniently on mobile
  • Adapt the site’s speed for mobile
  • A/B test different solutions to meet your mobile visitors expectations
  • Take care of mobile SEO

As User Experience is very important part of user retention, it is really important to take your time and optimise your content for mobile properly.

3. Data-driven marketing

You could say that this is another buzzword, and you are right, but the chances are low that people actually implement data-driven approach into their marketing efforts.

The reason to do it is because it is easy (well, at least the basics) and it can show you exactly what to do and where to invest your marketing spending. Mark Ghermezian, CEO of Appboy says that “It is imperative that mobile marketers consult with data-driven partners to help them better understand their consumers and how to transition them into long-term customers.”

Why guess on what to do when you can exactly see where your customers are coming from, how they interact with your website on mobile (or with the mobile app if you have one) and what you can do better to increase conversions.

4. Invest in mobile app

Mobile optimised website is one thing while the native mobile app is something totally different. Having a mobile app allows you to track its performance, adapt your content and acquire more devoted customers. The other thing is that the user experience of the app is much richer than the one of the mobile browser.

Moreover, the same Criteo report on mobile commerce shows that apps are becoming the highest-performing channel for inline retailers, as smartphones are generating more than 50% of sales from mobile.

One way to gain more users for your mobile app is to focus on app store optimisation (ASO) and app promotion. Doing so on social media allows you to advertise your mobile app with the direct intention of downloading your app by clicking the ad. You can use your website to do it as well.

Mobile marketing will help your business to understand better and convert your visitors coming from mobile – and they are a significant and growing part of your audience. As it is a rule of thumb to meet people exactly in channels they use there is no doubt that we can no longer avoid mobile anymore.

Author’s bio

Paweł Hałabuda is a Junior Inbound Marketer at Whalla Labs (twitter: @WhallaLabs), a software house making great mobile apps for Android, iOS and Windows Phone.

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