How effectively promote your campaign via mobile apps?

“Mobile marketing is on the rise and here we will show you how to be successful in it”
In definition, mobile marketing is a digital marketing strategy with a use of multimedia channels and aimed to reach the customer on their mobile devices such as smartphone or tablet. The common channels include a website, email, SMS, MMS and app.

Now is the century for marketers to take advantage of the mobile device as well as marketing successful via a mobile app. By maximizing mobile app’s impact on marketing strategy, it can be a great support for business purpose, driving engagement and e-commerce extending. However, it needs an entire process from development steps to implementation strategy to completely control the positive role of mobile in marketing.

The mobile marketing is a broad term to refer but mobile’s app is a much narrow term. It focuses solely on app promotion and engages with a potential customer through the app they already search and download. It sets a whole different set of need about the audience than other channels and adds in that, the marketer has to set a parameter to consider the effectiveness of the campaign.

The first thing is identifying how the app can be taken advantage of marketing strategy. The marketer can offer some extra feature or mobile content in change for a potential customer information record. By that way, the marketing team can gate the appropriate content on catch up with their targets. Making sure the app encourage user’s engagement and build trust (and loyalty) will drive a native conversion for your campaign. This conversion can be displayed in form of push notification or in-app notification and directly communicate to your audience.

Push Notification:

Indeed, it is a message or an alert delivered by the app to the user. The message appears on the device’s notification center, regardless on whether the user just install the app only or already use it. The work of push notification is valid only when the app is successful downloaded and the user allow it to appear. Fortunately, most of mobile user agreed these notification ad the push message often appear in form of:
  • Reminder
  • Promotional message
  • CTA content for specific events
  • Personal message based on user’s profile

In-app notification:

The second type of notification is in-app communication. This form directly catches user’s attention within the app in form of message or app’s feature. Those create a huge advantage for a marketer to reach customer more personally and creatively than the push notification. The marketer can freely use the space and volume of message in-app to pushing their promotional to the app’s users. It can be an introduction to a new feature or an invitation to an upcoming event or just simply a promotional message in the private inbox. By delivering targeted CTA specification, a marketer can drive a much better conversation with their customer.

However, the drawback is that it takes time to engage the brand to app’s context and insight the marketing message through the app’s features. The other problem is that mobile app advertising cannot be used alone. It needs a large campaign with a long-term purpose. The marketer has to create a chain of actions from relating promotional contents with the app to wait to reach every part of a potential customer at their most comfortable stage.

Again, the best kind of marketing is building accessible data and creating a trust measure to identify how good your app is stacking up with your goals. It is more than just about the number of downloads, but other insights to be looked closer:
  • The number of returning rate after the first visit
  • The rate of daily/monthly active user who actively using the app, rather than just sit on the app for the first time.
  • The session length which is identifying how much time the user spends in the app and don’t forget that your marketing goal is depended solely on this time.
  • How frequent the user use the app? Daily, monthly or weekly?
  • How the user get to know about your apps
  • Which path the user takes through the apps
  • What kind of value to the user search through the app!
It must be a big project, requiring a unique design for mobile use, a potential customer personas and reaching them personally via SMS, MMS and then via mobile’s app. Then, the marketer has to constantly update his buyer’s research to make sure everything is on the right track. It means that you make a start line and logically create your plan based on the in-time feedback of the market!

To conclude, mobile technology development is not a thing that can go away any time. And the role of the marketer is taking advantage of the upward trend of mobile’s app to maximize his own marketing campaign and win the market over other rivals. It is time to go mobile, and you have to go wisely!