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What is Mobile Marketing ?

          First, a quick definition: Mobile marketing is the art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they’re on the go.

          Mobile app marketing is the process of creating marketing campaigns to reach your users at every stage of the marketing funnel. Learn key mobile app marketing tactics for every stage of user engagement with your app.

Mobile app marketing is the process of engaging your app users throughout their entire experience with your app:

  • Discovering your app
  • Downloading it
  • Completing the on boarding  process
  • Staying engaged

Why You Need a Mobile Marketing Strategy

Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.

Some other interesting mobile marketing statistics:

  • 80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time
  • People browse 70% more web pages on tablets than smartphones
  • Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%
  • Mobile searches have increased 200% year over year in 2012
  • Mobile is predicted to surpass desktop in 2014

Mobile is here to stay, and if forecasts are correct, it will soon by eclipsing desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to get going!

Why You Need a Mobile Marketing Strategy

There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will depend on your industry, target audience, and budget.

 App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps.

Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.

In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.

QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down.

Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.

Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.

Mobile image ads: Image-based ads designed to appear on mobile devices.

SMS: SMS marketing involves capturing a user’s phone number and sending them text offers. This is considered somewhat passé. 

3 Mobile App Marketing Metrics You Should Focus On

Average Number of Active Daily and Monthly Users

“Active users” is emphasized deliberately. You want to track the number of users who take actions that generate value for your business.

Only focusing on all daily/monthly users will skew your data and perception of how well your mobile app marketing is performing. 

App Session Length

Your app’s session length is the average length (in seconds) a user actively uses your app, from login to close.

Whether you need to improve in this area depends on what kind of app you have.

For example, if your app is a complex mobile game, then 120 seconds per user is disastrous. But, if your app simply tracks daily calorie consumption, then 120 seconds is more feasible as users quickly check their total calories throughout the day.

Acquisitions Segmented by Referral Source

Acquisitions pinpoint the sources that drive the most conversions so you can decide where to invest your marketing dollars.

For example, imagine if Quora ads generate 200 app downloads a month at $7.60 per conversion, and Google Search ads generate the same at twice the cost.

It would be wise to double-down on Quora ads as your customer acquisition costs are much lower.

Interested in low-investment app marketing strategies? Here are 3 you can try to get started: Product Hunt, journalist outreach, and referral marketing.

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