Global analysis site, StatCounter has released data that confirms what brand owners and marketers have long suspected: mobile and tablet internet usage is outstripping desktop. The Global Stats report refers to findings by its research arm that shows mobile and tablet devices accounts for 51.3% of internet usage worldwide in October 2016. While mature markets such as the UK are still spending a lot of time on desktop, forecasters predict mobile will be in the majority from here on in. From now on, if yours is not a mobile brand, you risk missing out.
Deloitte’s Mobile Consumer Trends: First Edition report shows not just the proliferation of smartphones amongst global users but also the daily usage habits that are becoming highly ingrained and as natural as brushing our teeth or pausing for a morning coffee. In a study of smartphone usage in developed and emerging markets, the numbers don’t lie: 78% of global consumers have smartphones. 93% of consumers in emerging markets look at their smartphone within an hour of waking up in the morning and 78% in developed markets.
While, according to statistics portal Statista, in 2015, global mobile app revenue was 41.1 billion US dollars. In 2020 it’s expected that consumers will top 101 billion US dollars in spending on mobile apps in app stores.
The signs are clear: It’s time for your brand to move to mobile if it hasn’t already. Mobile is mushrooming and it’s the companies with clear mobile strategies who are taking advantage of this opportunity to reach their audience. Use mobile channels to drive turnover, create new channels of communications to build lasting customer relationships and increase your market share.
Best Practice for Building a Mobile Brand
#1 Put your customer first.
One-size-fits-all strategies are redundant for mobile brands. Identify and segment your audience based on their needs and behaviours. Personalising the user experience from the very beginning delivers value to your audience and return for your brand.
-Content: Personalisation and content updates specifically for mobile creates a more relevant and engaging user experience.
– Push Notifications: offer discounts, recommend app activity, notify users of sales or missing information. We are only scratching the surface when it comes to the uses for push notifications.
– Monitor the bottlenecks in your app and do something about it. Use the data provided by your analytics platform to inform your strategy and primary and secondary campaigns and decision.
– Brands need to invest in always-on behaviour to build a user experience that meets the mobile-specific needs of consumers.
Personalisation builds relationships with customers and boosts retention. However mobile strategy shouldn’t exist for sales only. Enduring customer loyalty is derived from a stellar user experience, education when it’s required, predicting and meeting a consumer’s needs and delivering fast and influential content. Know your audience and you will be rewarded.
# 2 Apps and mobile sites
Users visit mobile sites and apps for different reasons; Native apps provide fast, easy interactions with brands while mobile sites tend to offer basic information or specific services. Creating a multi-channel communications map to deliver value to users on their chosen channel increases engagement and long-term value. Engage and retain users with mobile apps and use mobile sites are a channel for engaging with new customers.
# 3 Get buy-in from your organisation
If you want to build a mobile brand, leadership is key. Whether it’s your in-house mobile champion or a dedicated expert team invited to share mobile experience, the will to go mobile needs to be there and adopted throughout the organisation. Stakeholders involved in mobile success include teams who look after product development, mobile UI/UX, mobile marketing and strategy, device testing, App Store submission and optimisation and mobile CRM teams.
Adoption of mobile isn’t simply creating an app, it’s giving your team the space to learn what suits mobile customers and how best to deliver long-term value to them, creating engagements and return on investment.
# 4 Leverage location
Geo-location is an innovative and effective way for brands to communicate in a targeted way with their consumers. Through the use of geofencing or beacons, a ‘field’ is drawn around a specific geographic location. When a user enters the field, a personalised coupon or digital discount is delivered to their mobile device. Use geo-location to drive in-store sales, social check-ins or brand awareness.
# 5 Map your deep links
Let’s think about email marketing: we add some text and add a call-to-action, “buy now!” How disappointing for a user to arrive at the website home page. They have to search to find the gloves or toy they had seen in the email. The customer gets frustrated, leaves the site and deletes the email. It’s even more crucial in mobile apps. If you deliver a call-to-action to “claim now” and expect a user to complete the action without giving them the tools to do it, you’re adding frustration instead of enjoyment.
# 6 Your marketing goals will be different
As with all marketing projects, app marketing will have its own specific range of challenges and goals. The ongoing results will inform your strategy and as your app or mobile site grows your tactics can mature. Mobile App store optimisation, cost-per-install, Daily active users, monthly active users, session lengths, repeat use, This is the new face of goals for marketing and measurement is key to the success of these.
# 7 Marketing your app on mobile
Of course marketing your app through existing customer touch points is of value. Utilising marketing spend on mobile advertising is often a useful way of building and sustaining user bases. App Store optimisation should be a high priority, but it doesn’t always guarantee discoverability of your app.
About Element Wave
Element Wave is the only Mobile Engagement Automation platform built specifically for the iGaming industry. Established in 2010 in Galway, Ireland, we are a next-generation technology & managed services company serving some of the biggest players in the industry. Our multi-award winning company specialises in mobile marketing to combat the growing problem of player churn. Contact us now for a demonstration to see how we can boost your mobile retention.”