Successful Marketing to Mobile App Customers
Making native iPhone, iPad, and Android mobile apps available to current and prospective customers is an increasingly integral part of company marketing plans. The CMO Council, a global network of executives, found that “mobile is increasingly important—if not critical—for marketing success… 61 percent of marketers revealed they have deployed some form of mobile engagement, and 54 percent report that the mobile channel has become critical to customer interaction, retention and brand differentiation.”
The survey goes on to note that “…only 17 percent of marketers have mobile strategies that are fully integrated and aligned with their overarching marketing strategies while 31 percent admit that they either have no strategy or simply view mobile as a campaign and not a business strategy.” The CMO Council conducted a number of best-practice interviews with executives from leading companies like Cisco Systems, Marriott, and Wells Fargo to better understand the importance of mobile marketing and how to best engage a user base. Their findings serve as inspiration for this article, along with additional insight from AppBurst’s experience in working with clients and mobile apps around the world.
A majority of marketing leaders view making information on products and services available in a mobile app a must-have for any business or organization. The use of mobile apps extends to social media integration, where customers can be reached for marketing, support, and generally building a community of engaged users. The more seamless the process—both in terms of easy access to educational documents and reaching product specialists for advice or feedback—goes a long way in customer interaction. Users also want to easily share and pass along content to colleagues and friends, making integrated email and social media tools all the more important.
Standardization Across Platforms & Devices
Ensuring everyone enjoys a bug-free and similar user experience across different smartphones and tablets is important when rolling out a marketing campaign to mobile. Consider using app analytics to better understand customer movement and preferences in the app to ensure the workflow for a user to access key content is seamless and efficient. Partnering with a mobile app development company that utilizes the additional space of tablets (i.e. HD-optimized iPad apps) is a great benefit if the user interface remains consistent to ensure customer’s aren’t relearning steps to access content across their multiple devices.
Using mobile apps to not only put content in the hands of customers, but directly interact with users, is the biggest fundamental shift amongst those companies and organizations with existing apps. Customer behaviors and expectations can be affected to increase sales, provide peer reviews of products, generate leads, or countless other possibilities through increased engagement. Think fluid and dynamic as opposed to static and unchanging when ascertaining the best features and content to include in a mobile app aimed at marketing a product or service; push messages, custom tools, and video integration all come to mind.
Between behind-the-scenes app analytics to more direct approaches like in-app surveys, the ability to generate and use large amounts of data via mobile is at the forefront of many marketer’s strategies for better understanding customers. Data may be used to simply better the mobile experience or determine important demographic data for important company decisions on everything from product roll-outs to new initiatives. Pay close attention to app analytics when new features or products are released to ensure content is reaching users—even down to small details like the effectiveness of call to action buttons.
The All-in-One Resource
Most mobile device users hate switching back and forth between multiple apps to do the same job other apps do all at once. Make sure a mobile app can read PDF documents natively, send emails without opening up an email client, and browse websites in an in-app browser. While it may be cost prohibitive to keep everything in the app (e.g. high-level features like annotating PDFs), the more a user can accomplish in one spot, the better retention numbers and chances marketing efforts are realized.
Know the Customer Base
Countries and cultures aren’t created equally. In addition to supporting multi-language content in a mobile app, consider the customer’s perspective and unique needs in various locales an adjust content or marketing strategies accordingly.
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