Driving ROI With Mobile Marketing Best Practices
Retailers are always looking for new innovations to improve their strategies and return on investment, but in order to properly accomplish that it's necessary to understand what creates the most effective mobile marketing campaigns. In order for a mobile marketing campaign to be successful, you need to start with traditional marketing fundamentals that can be applied to other media channels. Retail brands need to stop worrying about what can be the coolest mobile app, and instead get an accurate understanding of how consumers are using mobile devices on a day-to-day basis.
Let's analyze the current reality of mobile and determine key methodologies to best deliver successful mobile marketing campaigns.
In the order of popularity, Americans are using mobile applications to play games, read news, find locations in maps, connect to social media and listen to music. Brands are using these key trends to develop their own applications where consumers are able to find nearest store and product locations, highlight promotional deals, and gather data about consumers to personalize individual shopping experiences. Although many brands have apps available for consumers, how many users are actually using the apps they're downloading?
Studies show that one in four mobile apps once downloaded are never used again. With development prices averaging $30,000 and more, mobile apps are already way too expensive for brands to create and not have used by consumers. Furthermore, it's not practical for most consumers to use multiple branded apps when researching products from every brand they're interested in. If this were the case, consumers would have hundreds of different apps downloaded on their phone for each brand they like. This is one of the fundamental reasons why consumers use branded apps once or twice before never using them again. Any successful mobile strategy needs to engage and incentivize customers to move this relationship one step further and download their branded app. Based on recent research quoted above, it's not easy.