INSIGHTS Winter 2016


03


10 Things Marketers Need to Know About a Mobile Marketing Strategy and Mobile Apps


Whether it’s a responsive website design or a full-fledged app, if your business isn’t mobile, it’s going backward. Here are 10 thoughts to keep in mind when connecting with a more mobile audience.


1 2


UNDERSTAND YOUR USERS Whether through surveys, interviews, or research, learning how,


why, and from where mobile consumers are interacting with your brand is crucial. Pass that info to your IT team or developers. Creating an effective mobile site or app starts with a goal-driven design that aligns with user behavior.


USER-ORIENTED DESIGN Developing your app or mobile site with the above-mentioned


research in mind leads to a user flow that gets visitors to their desired location and delivers a positive experience. Create a model on paper to illustrate where the entry points are, where users will arrive based on how they came to be on your site or app, how users will move from one piece of content to the next, and how you will encourage that journey with CTAs, pop-ups, engagement buttons, etc.


3


APPS AREN’T FOR EVERYONE It’s not a “me too” market. Do your


users need information based on where they are located? Do you need to give people access to news, deals, or updates as soon as it happens or becomes available? Do you have content that could be organized in a library format for frequent consumption? If so, a mobile app could give you a competitive advantage. Surveys tell us that 67 percent of consumers are still more likely to make a purchase from their desktop or mobile website than an app.


4


APPS CAN BE GOOD FOR SMALL BUSINESS An app allows you to make a


sincere connection with loyal customers amid all the advertising clutter. Push notifications or special sales and promotions are two ways to do so. It’s also a chance to make their life more convenient; letting them collect rewards via mobile or easily contact you with customer service inquiries if you sell a product or provide a service.


5


SWEETEN THE POT . . . QUICKLY


Our attention spans have


become gnat-like. That’s why your content needs to load quickly and be succinct. Studies show that the average consumer will start abandoning a slow site within three to five seconds. To attract (and maintain) the attention of mobile users, make a special offer the first thing they see and let them sign up to be notified as new offers become available.


6


UTILIZE LOCATION- BASED SERVICES Perhaps mobile’s greatest asset


to advertisers is that you can reach users wherever they are. If you’re not reaching out to people as they enter or leave locations nearest and dearest to you, know this: Research shows that nearly 8 out of 10 mobile searches for local business result in a purchase or some form of engagement.


7 8


USE EFFECTIVE KEYWORDS Again: location, location, location. Since most people conducting


searches on mobile devices are looking for results in close proximity to where they are or where they’re headed, combine your keywords with the local area. Keywords are as important in mobile marketing as they are in content marketing.


APPS AREN’T JUST FOR RETAILERS Nonprofit associations that use


mobile apps have seen an uptick in members’ engagement and an increase in the interest level of younger members. Whether the app is seeking volunteers or just sharing news, members who interact with their association via mobile feel more connected to the cause.


9


ONE SIMPLE STEP AT A TIME Once you’ve made the decision


to build an app, do it in stages and test its usability and usefulness as you go. The world is full of apps with cool features that no one uses.


DO A LITTLE RECON Pick five organizations that have apps that were developed


for a target audience similar to yours. Choose from competitors’ apps or apps of organizations similar to yours and put them to the test. If you are in the nonprofit sector, see what other nonprofits’ apps look like and what they are sharing and offering. Get the full user experience to know what worked well and what didn’t. 


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20