Is Your Mobile Marketing Failing? Here’s Why

Mobile marketing – it’s something no business can or should overlook in 2017. There’s no denying the major impact mobile devices have had on online marketing over the past decade. If you are in the B2C industry, then it’s crucial to have a mobile marketing strategy in place. This may be easier said than done, especially if you’ve yet to successfully launch a mobile marketing plan. However, the ROI you can obtain with the right strategy is well-worth the continuous effort.

If you’ve created a mobile app to help drive business to your brand (but it’s not really working), then here’s probably why.

You’re Ignoring Your Mobile App Data

The data collected from your mobile apps can be very telling of underlying issues with your marketing. Churn rates tend to be very problematic for companies. Rather than looking at the data to understand what’s wrong and fix it, they panic. That’s the last thing you want to do.

Instead, look at who is abandoning your app and when. This may reveal the root problem, which can hopefully be tweaked quickly. A bit of A/B testing will be in store to really hone in on what works and what doesn’t.

You Failed to Show Your Apps Value

Folks are download happy, so getting users to download your app isn’t usually too difficult. However, getting them to keep the app is another story. If the users don’t really know the value of your app, then this will likely happen. Stats show 85 percent of mobile users time is spent using apps. To capitalize on this, you need to ensure users immediately grasp the scope of your app once they open it.

You Didn’t Ask Users to Opt-In for Push Notifications

It’s essential to have push notifications in your app, since it can help with the customer’s journey. Just make sure that you have the users opt-in for these notifications. Numbers show 42 percent of mobile app users actually opt-in for push notifications. In order to get more users to opt-in, they need to understand why doing so will improve their app experience.

Your Approach Isn’t Personalized

The greatest gift and challenge of mobile marketing is the personal factor. It allows marketers and brands to directly connect with users. Because of this, it’s imperative that personalization be front and center of your communications. Take note the location, work/study hours, sleep times and culture of your users when creating and sending messages.

Hugh Benjamin is an internet marketing expert. He’s assisted companies in various sectors with their online marketing, including real estate, restaurant, architecture and small business. The services offered include SEO, content marketing, web design, business development consulting, social media marketing, PPC marketing and online reputation management.

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