Bringing Your Marketing Strategy to a Mobile App

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If you don’t have a specific mobile strategy in 2014, you’re quickly falling further and further behind the curve. In the past, a brand was considered cutting edge if their website was mobile-optimized, but those days are long gone. Read on to learn more about bringing your marketing strategy to a mobile app.

2014 has marked the first year that mobile internet usage surpassed that of desktop browsing, signaling that audiences are receptive to mobile engagement like never before.

This growth in mobile usage has created a fundamental shift in the way brands can communicate with their consumers. Previously, marketers only had contact with consumers for the duration of their visit to the brand’s website, and lost contact when they logged off, regardless of whether it was a visit from their desktop or mobile device. But as mobile use skyrocketed, marketers realized that the benefits of a natively built app greatly surpass those of any website. Some of the greatest benefits include having full control over a user’s experience, deeper access to demographic information, and, most importantly, a constant line of communication with their users. But these benefits depend on creating an app experience more engaging than a desktop experience could ever be.

The Greatest Challenge

The benefits you’ll take from mobile are dependent upon users engaging with it over a period of time, rather than a single visit.  According to a recent study, 20% of apps are used only once, and you should do everything possible to keep from becoming a part of that statistic.

One of the biggest mistakes still being made in the industry is approaching your app with the goal of replicating your website, but following these five tips will help you create an app experience that’s fresh and responsive to what your users want.

1. Think Mobile! This seems obvious, but it’s still the most important tip to keep in mind. Rather than just mixing in any features you think a user might want and serving it over mobile, you’ll need to conceive your app from a mobile perspective from the start. Consider the characteristics your favorite apps all share; most likely they are easy to use, reliable and offer intuitive navigation. Regardless of their function they’re all fundamentally “mobile.” When your users are on the go, what will drive them to pick up their phone and visit your app? These are the features that should drive your design and functionality.

Let’s use a hotel as an example. Is your app intended to somehow make the booking process easier for guests? Considering how rarely most people book hotels, and the research they do beforehand, it’d probably be a better choice to focus your limited budget on improving their actual hotel experience. Because traveling guests will already be “mobile,” why not focus on delivering content they might need during their stay. Try introducing available amenities, upcoming events and local hot spots, and maybe develop a one-touch button that dials the front desk for concierge service. Remember, adding content that users request is a better end experience than providing too much from the get go and trying to simplify on the fly.

2. Easy Navigation Mobile’s smaller screens simply can’t convey as much information as a computer screen, and users won’t want it to. Focus your design and navigation around serving content that’s digestible on the go and quickly accessible. As a rule of thumb, users should be able to open your app and navigate to their desired content without having to make more than 3 selections, and it should be even easier to return to the home navigation. An app that is a labyrinth will make your brand look out of touch and leaves users quite frustrated. The flow through your app should be clear and intuitive so that users enjoy the experience, and the best way to ensure this is testing it yourself. With Mobile Roadie Connect, you can preview what your users are seeing, swiping and experiencing to perfect the feel of your app.

3. Visuals are key Again, because users are looking at a smaller screen, your visual aesthetics are one of the most important factors for success. Make your app visually immersive, so that navigating it feels fluid as users swipe, pinch, and type. The hands on interaction created by touch screens is another strength unique to mobile and can help make your experience even more intimate to users. Including bold and beautiful pictures will make your app pop, so focus on utilizing contrasting colors and images when possible. Strong design is quite compelling for first time users as they navigate new content. Even if they don’t yet understand how they’ll use the app on its initial launch, a great design conveys a quality experience and compels users to keep interacting and learning more. It’s also important to remember that graphics formatted for desktop may not be legible on mobile, so edit images with this in mind. If you’re on the Mobile Roadie platform, request our home screen design guide, or find out if one of our design packages might be a good fit for your app. There’s no need to feel overwhelmed, we’re invested in your success and happy to help!

4. Learn your mobile tools Mobile has a unique engagement toolbox that makes marketing quite different from what you’ve learned on desktop. One of the most important tools are push notifications, which can be learned about here. Geofencing is similar to push messaging from a user point of view, but is implemented in different situations, so be sure to know the difference. Certain traditional web tools have been translated to mobile as well. For example you can create and update polls for users as frequently as you want. Don’t forget to utilize community building tools like a discussion board, user to user messaging, and leaderboards to engage users without relying on new content.

5. Get creative with monetization methods If you’re looking to monetize your app, do so carefully. With all of the noise in the app store, people are becoming less willing to pay upfront for apps. When deciding whether your app will be free or paid, consider the fact that there are still monetization opportunities available if your app is free. In-app purchases of special content or add-ons are one solution. If you offer strong free content, allowing users to engage on a deeper level with additional, exclusive paid content can generate strong revenue. In addition, apps promoting events, venues, and teams can work on incorporating sponsorships on branded app sections allowing you to turn your marketing success into revenue.

In Conclusion:

One in every five people in the world own a smartphone, so don’t miss out on effectively connecting with your consumers through your app. These five suggestions are important to remember as you bring your web marketing experience into the mobile sphere.

How did you design your app with user experience in mind? Were there any additional areas you focused on? Comment and let us know!

9 thoughts on “Bringing Your Marketing Strategy to a Mobile App

  1. Having a mobile strategy is very much important now a days. But don’t make an app for sake of having one but make that for betterment of user experience. People tending towards mobile for its durability and easiness. Better user experience is required to make mobile apps effective. Response time management is really crucial for better UX. Nobody wants to wait for anything while using apps.

  2. The things you have suggested are very useful and every developer should keep these points in their mind during development. And the app should be for betterment instead of just delivering the project.

  3. These are very useful things that you have suggested. Developers should keep these things in mind while creating mobile apps. App should give the best user experience and should not be only consider as a project.App Development Companies should take into consideration that UI/UX is as much important as delivering the app to the client on time.

  4. Suggestion given by you are rellay beneficial since nowday having an app strategy is very important
    Its important for any mobile app to have good UI/UX
    Thanks for sharing

  5. The mobile phone is a perfect vehicle, given its widespread adoption, even among the financially less well off. Growing economies worldwide are now focusing on mobile apps and mobility solutions to grow. Mobile development companies like MobileAPPtelligence and others are betting on apps for transactions.

  6. getting boring now. You keep repeating yourself. I’m finding that I’m repeating myself too :(

  7. Two general ideas of mobile app marketing are pretty much the same in every case of content marketing. How to come up with what content is needed? First is to gather what’s out there and make something better, with better aesthetics, some additional functionality etc. Easier said than done, sure. Second way of mobile app development is coming up with something that has not yet been explored, like Elvie app assisting women doing their Kegels. Again, easier said than done. Generally, a good all the way down research is reuired before your process of design and further development is launched.

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