Four Simple Steps to Becoming a Better Mobile Marketer
Published on 14 Dec 2015
For some people, the New Year means resolutions. Having failed one too many resolutions by January 3rd, I now use the year’s fresh start to think about where I can make small, easy improvements. Here are four ideas that can help you be a better mobile marketer in 2016.
1. Be curious about how other people use their mobile devices
Ask a coworker, your snake person neighbor, or the person sitting next to you on the plane; “What mobile apps are on your phone? Which ones do you really like and why?”
These questions have exposed me not only to cool new apps, but also offered insight about why people repeatedly engage with some apps over others. It’s a remarkably revealing glimpse into how individuals use their most personal device, and may inspire ideas for how to make your app more engaging.
2. Collaborate with your team on a mobile value proposition
What is the purpose of your mobile offering? Your brand goals, such as selling more products, retaining subscribers, or increasing content consumption might be clear — but what goals are you meeting for your users? Great mobile experiences offer value for the brand and the user.
Fill in the blanks to this sentence to create a simple mobile value proposition: My brand’s mobile [app, website, messaging] helps users [X - detail the value, utility or relevance you offer].
It’s easy to say you are “customer first,” but having a value proposition to test messaging, features and campaigns against will help you meet your brand goals through great user experiences.
3. Try living mobile-only for a week
Twenty five percent of Americans use only mobile devices to access the Internet.1 That number is increasing year-over-year. Challenge yourself to only use your smartphone for both personal and professional tasks and see how that shapes your experience with brands and websites you visit.
Audit your brand’s mobile experiences. Is your website really “mobile friendly,” or are there areas of improvement? If you have an app, what are the steps to purchase? Would you give up your personal information for whatever your app offers? Extending this exercise into workplace communications might make you a fan of smartphone features like using Touch ID for passwords, voice control for searches and drafting emails, as well as point out areas where mobile users may be struggling with core tasks.
4. Revisit your data
Success in mobile is more than just the number of app downloads or site visits your brand receives. Identifying the right metrics to review is key to keeping you on track. Are the snapshot analytics that you look at on a daily or weekly basis helping you improve? Are there bigger questions you want your mobile data to answer?
There are incremental improvements you can make wherever you are within your analytics program. Here are some questions you may be asking about your mobile messaging and data.
Operational: How can you increase your direct opens?
In addition to monitoring direct and influenced opens and the actions taken in your push campaigns, use A/B testing copy and create a “test and learn” program where you can see what content resonates best with your customer.
Consider testing messaging to niche audience segments in an effort to lift response rates.
Diagnostic: How can your engagement and retention improve?
Use custom events to track user actions and key conversions in your app, and tie them back to corresponding push campaigns. You can then answer questions such as “Did your push notification lead to users buying the advertised shoes?”
Use lifecycle lists to export devices that have uninstalled your app. Then, re-message these users via email to encourage re-engagement
Opportunistic: How can mobile data be used in your omnichannel strategy? How can you spend more efficiently to get better results? What is your return on investment in mobile (ROMI)?
Mobile provides one impact point in an overall, larger view of your audience and their behaviors.
By exporting your app users’ mobile behaviors, you can identify segments and traits that map to your most profitable customers, as well as those who may be about to churn. Urban Airship Connect connects your mobile user data to systems of record in real time. Urban Airship Insight helps marketers visualize, discover, and act upon mobile user behaviors.
Even if you do just one of these ideas, you’ll be on your way to improving your mobile IQ. Read our "8 New Principals for Mobile Marketers" whitepaper for tips on how to maximize your 2016 mobile initiatives.