Tag Archives: mobile content

Target Your Marketing For Mobile App Success

Current research on targeted marketing shows that targeted messages can improve conversions 200% over general messaging.

With mobile devices it is easier than ever to collect data and put it in to action.

If you are able to collect the right data and define the proper audiences for your messaging based on their wants and needs and combining it with factors such as location and other demographic information your messaging can be truly powerful. You will want to define the data you collect prior to beginning your mobile application development project. Often iPhone application development companies in Los Angeles will make use of personas to define logistical groups for messaging after the data is collected. You will want to define your process before developing your app to ensure you collect the right data.

With mobile devices it is easier than ever to collect data and put it in to action.

With mobile devices it is easier than ever to collect data and put it in to action | Photo: Tech Stage (Flikr)

After you are able to dig into your own data and analyze customer usage behavior you will be able to define personas and deliver targeted messaging to that group.

By creating personas will be able to carefully craft your messaging so that you speak to them in a way that will improve conversions.

By really understanding who those customers are; their demographics, interests, etc lets you tailor your messaging but determine the tactics you should use. Different mobile tactics work better for different groups.

Your customers interact in different ways with you and only by understanding how they interact with you can you understand how to interact with them. This is why you need understand how customers interact with you and develop personas is you can interact with them in ways they are most likely to respond.

Traditionally users were split into groups based on demographic info, but with modern techniques you can and will want to segment based on their digital attitudes and preferences for maximum effectiveness. By defining digital customer segments utilizing behavior data you will be able to realize success by tailoring interactions to customer abilities and attitudes.

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How to Improve the Stickiness of Your Mobile Application

It is not enough to merely have a mobile app for your business. Just as with your web site and other aspects of your business, you want your mobile applications to get results.

One of the key metrics of success with mobile applications is “stickiness” and according to a recent study by Localytics, stickiness is improving for apps across the board due to improvements in engagement.

App stickiness is the average of the percent of frequent users and the percent of users who return within three months after using the app.  According to Raj Aggarwal, CEO of Localytics, “app engagement is at an all-time high and is likely to only continue increasing.”

But how do you increase stickiness for your application?

Place a Premium on User Experience

Place a Premium on User Experience

Place a Premium on User Experience | Photo: Kārlis Dambrāns (Flickr)

Key to mobile application stickiness is its user experience. Since mobile devices are smaller, applications have less screen to work with and space is at a premium. When you combine smaller screens with the fact that app users usually download applications on impulse, user interfaces become even more important.

Make sure you don’t rush the design phase of your project and don’t be afraid to contact a mobile user interface specialist that can help you get the results you want. Minimalistic UI design works well in the mobile environment and is what end users expect in 2015. Resist the urges to add irrelevant 3D images with textures, shadows and beveled edges, rather, follow what works and suggest a minimal UI design to your mobile application developer.

Today’s mobile users want apps that are easy to use and not packed with clutter on the screens. Beyond being easier to use, minimal design makes content easier for users to read and retain.

But simple, intuitive design on its own is not a guarantee for success.

Have a Strategy to Engage Your Users

One of the best ways to do that is to give them a little reminder that your application is there once in a while. Push notifications are a perfect way to do this and if you pay attention you will see that successful apps focus on engagement strategies utilizing tools such as personalized push messaging.

It’s no surprise why so many successful apps use this tool. On mobile applications where users enable push notifications there are an average of 88% more launches than by the users who disable push notifications (Localytics). Additionally, a very solid 62% of users who enable push notifications return to the app the month after installation if messaged (compared with 32% for users who have disabled notifications).

When it comes to push notifications, you want to take the time to craft your messages so your users will find them valuable. How often you send them out will depend on your audience and applications purpose, but be careful not to send them out too often or for no good reason or you will find your users will uninstall your app.

Create Engaging Content

While users are within your application, engaging content is an important aspect of not only developing a following but creating more regular usage of your app.  Engaging content can draw your users in.

When developing a content strategy for your application, remember that the goal is to match the right message to your visitor’s intent while simultaneously meeting your business goals. From there it is important to consider the smaller format of mobile devices and usage patterns of your customers.

People like to digest mobile content in nice easy, bite-size pieces. Research has shown that people tend to be task oriented on their mobile phones. Keep this in mind as you format your content. Make it easy on your visitor’s by using big fonts that are easy to read. You will also want to give your audience the most important pieces of information first and use bullet points and sub-headers so they can scan your content.

Finally don’t be afraid to use plain language. Most businesses are shifting to a conversational tone for their mobile communications. A conversational tone is simply writing like you speak. Keep your sentences short and work in those action verbs and you will find audiences more likely to engage.

Photo: http://bit.ly/1FvxurK