Ever wondered why some mobile apps succeed and others don’t?
It’s often nothing to do with the quality of the core product – we can all think of great apps that never got off the ground after all. It’s not even down to acquisition numbers: far too many mobile businesses spend shocking amounts of budget on new users who are – quite literally – here today and gone tomorrow.
Nope, what really counts is getting users engaged, and driving true retention and revenue from those users over time. And your success against those metrics will also depend on how effective your mobile marketing campaigns are. I’m talking about the in-app messages, surveys, push notifications, video content, and even changes to the native app content that are designed to create a more personalised, optimised experience and as a result keep your users engaged (and adding value)
Mobile Marketing 2.0
After a certain amount of gentle persuasion, most mobile businesses DO understand that it’s important to create and deliver campaigns of this type. But many of them are still failing. Why? Well, to put it simply: the campaigns they are delivering suck.
Marketers have always been keen on ‘doing something’ and perhaps less keen than they should be on ‘doing the right thing’ – or the smart thing in this instance. As with email, so with in-app marketing: there’s an awful lot of spray-and-pray out there that isn’t delivering on anyone’s business objectives.
At Swrve we’ve helped a whole lot of mobile marketers get smart in this area. And in the spirit of sharing we’ve written a whitepaper summarising the ‘7 habits’ that the campaigns we’ve seen succeed all share. You can download the whole thing right here http://bit.ly/swrve-7-habits but by way of a sneak preview, here’s the first three of those habits:
- They are targeted – and not just in a tokenistic way. Rather each campaign is carefully designed for a specific highly-targeted profile of mobile user, speaks to their needs, and uses creative that will ‘speak’ to them effectively.
- They are tested. Campaigns that aren’t validated with real user data are far less likely to deliver long-term benefit (and could be actively negative). By A/B testing campaigns, you aren’t just identifying which alternatives are more effective – you are also validating that your campaigns as a whole are truly delivering ROI
- They are aligned with user experience. Instead of simply being sent at a time convenient to the marketer, highly effective campaigns are delivered when the message they bring will resonate with the user. To give one obvious example, a push notification should arrive when the business knows that individual is most likely to engage with the app – making it that much more likely that they will respond and – hopefully – help you deliver on your business objectives.
Most of this insight isn’t new. We’ve been through the same process before with other communications channels after all. But trust me, it is often ignored – and the result is poor performance and a disillusioned marketers convinced that mobile ‘doesn’t work’.
Simply by adopting these habits we can turn that perception around – and move forward to mobile success!
Tom Farrell, Senior Marketing Director, Swrve
Tel: +353 (1) 697-5901