Mobile marketing is booming. As a result, no company can afford to forego optimizing their websites for mobile use and when appropriate even adding their own app to the mix. But how can companies sensibly integrate mobile applications in their marketing strategies?
More time with fewer apps
As part of their mobile marketing strategies, companies are investing tremendous sums in apps and advertising to win over app users. In doing so, they are hoping for high click rates especially among younger target groups. After all, smartphone users spend 90 percent of the time with apps. But in many cases it is questionable whether companies can actually reach potential customers on the long term using app install ads or their own apps.
Gone are the days in which smartphone users installed dozens of apps. According to a study conducted by the market research firm Comscore in 2014, the majority of smartphone users in the U.S. were hardly still installing new apps even 2 years ago. At the same time, users are spending more time with the apps they have already installed including Facebook, Snapchat, Messenger and the various Google applications like YouTube, Gmail and Google Maps. Forrester found out that smartphone users spend 80 percent of their time with just five apps. It is unlikely to be the provider of one of these apps unless you are Facebook or Google.
Not one or the other, but both
However, it would be incorrect to conclude that no apps should be offered. But, if suitable to the business model, it can only serve as one component of a comprehensive mobile marketing strategy. A responsive website, which works well on mobile devices has become a basic necessity. Mobile websites serve as an initial point of contact. It is the first impression, the showcase that attracts potential new customers to the store. Marketers speak of the “top of the funnel” used to address the masses online. Therefore, primary importance is placed on search engine optimized content that works well on mobile devices.
Apps, on the other hand, serve to increase customer loyalty. The turn initial contacts into long-term relationships and help maintain relations with existing customers. Within the overall customer base, the app users are therefore considered to be the “bottom of the funnel”. This comprises a few loyal customers who make a disproportionately high number of purchases. The content of the app should therefore be specifically curated for this user group. In doing so, companies should use the entire range of available technical options. For example push notifications to inform app users of limited discounts and location-based ads with coupons for the nearest stores. These measures have to encourage regular app usage and gain long-term customer loyalty, which is achieved by apps that are tightly integrated with business processes. Examples of this include travel or online services for trade fairs and other events.
We have many years of experience in this area with our trade fair apps, which have received multiple awards and enjoy immense popularity. When you visit a Messe Frankfurt event again, you should definitely try our apps.
For more Information about Mobility also read our articles Trade fair marketing goes mobile, The mobilization of marketing at a glance and the interview Digitalization of automotive industry at Automechanika-Marketing is about emotionalising content.