Mobile apps have taken the world by storm. A recent study cited in Forbes estimates that by 2017, 87 percent of all connectable devices sold will be mobile devices like smartphones and tablets. Companies that aren’t marketing on mobile are missing out, however companies that market badly on mobile networks are simply wasting their energy.
Here are some of the most common mobile app marketing mistakes and the top ways to avoid them:
Using the same marketing strategies you’ve always used.
Mobile is not your traditional media, and it doesn’t mesh well with traditional marketing strategies, according to a recent white paper by Fiksu. Traditional marketing often fails to resonate with mobile-first audiences, who are increasingly younger groups with a keen sense of their likes, dislikes, and desires.
In order to avoid this mistake, don’t market for a broad audience. Instead, leverage data-driven marketing tools to put specific messages in front of specific audiences. Then, give audiences a way to interact, such as by downloading a free item, playing a game, or clicking a link to learn more.
Assuming you can simply transfer the desktop experience to mobile.
Mobile users are, by definition, on the go. Meanwhile, a desktop website or app rarely translates well to the smaller touchscreen format of mobile devices. A “mobile” site that simply recreates the regular site, but at one-eighth the size, is likely to be baffling, un-navigable, and take too long to load. Any one of these will cause a user to click away quickly.
Instead, a recent article in Kissmetrics recommends crafting a mobile-specific version of your desktop site. Aim for something that will load in three seconds or less, has a few easy-to-read menus, and puts the essential message of your brand front and center.
Failing to tailor content to mobile messaging.
Whether you choose an app, a mobile site, SMS messaging, or all three, you should tailor your content to meet your specific goals. For instance, to send a link to users, make sure the link fits well into a text message or email, and then make sure that the content it links to works on all devices.
Building an app without promoting it.
Over half a million apps currently exist, according to one Entrepreneur article, and more are created every day. Without a plan for promoting your business’s app, even the most carefully designed, appealing, and easy-to-use apps will quickly get lost in the “noise.” Before you launch the app, make sure you know how you’re going to promote it to existing customers and to new ones and follow through.
Neglecting to track and optimize marketing in real time.
Sure, millions of potential customers use mobile devices. But how many of them are you reaching? What’s the payoff for the money and effort you’ve sunk into your mobile outreach? How could you do better?
Mobile marketing changes even more quickly than traditional marketing. Today’s “sure thing” traffic source is tomorrow’s ghost town. To make sure your message keeps reaching your target audience, track the data and respond to the trends and patterns you see.
Engage customers, integrate networks, and decrease costs by working with a company that specializes in making mobile app marketing work for you.