Monthly Archives: July 2015

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 | 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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Engage Your Mobile App Users with Location Based Marketing

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Location-based mobile marketing not only creates opportunities for businesses but benefits your consumers. Mobile is part of our lives today and with the effectiveness of location-based marketing programs it is important that businesses leverage the tools available at their disposal.

Location based marketing brings context into the marketing equation and is the perfect tool to leverage time and place. With a little planning prior to your mobile application development and the proper communication with your iPhone app developer or Android app developer and you business will be able to communicate personalized communications with your customers at just the right time and in just the right place. Using geo-targeting, geo-fencing and beacons you will be able to enhance your customers’ experiences and improve your revenues.

Geo-targeting, geo-fencing and beacons can enhance customers’ experiences | Photo: CAFNR (Flikr)

According to Cisco, 61% of mobile application users have an improved opinion of a brand when it offers a good mobile experience. They also found the impact was highest when utilized location-based programs.

If you are not familiar with the difference between geo-fencing and geo-targeting or don’t know what a beacon is here is a quick overview.

Leveraging customer records that customers are generally willing to opt-in to in order to improve mobile experiences, businesses are able to dramatically improve relationships with their customers. This data allows businesses the ability to deliver a personalized message based on a user interests. Geo-targeting involves delivering specific content based on the location of a user. This location is easily determined based on the location of their smart phone. Imagine you run a chain of sporting good stores and want to increase the effectiveness of your marketing. Geo-targeting allows you to deliver content that will likely be of interest to users depending on their location, for instance you might want to showcase sales on surfboards in California locations while sending out push notifications to Arizona users highlighting hiking boots and mountain bikes.

These marketing efforts can be augmented with a geo-fencing program that allows notifications to be sent whenever users are withing 5 miles of one of your locations or perhaps withing 5 miles of your competitor. Studies have shown ads to be delivered within 5 miles of a retail location to be highly effective due to the contextual relevance.

Once customers are in your retail location beacons are tremendously effective for delivering content while with the store. Beacon technology allows you to be notified who a customer is when they walk through the door. While this customer walks through your store notifications can be delivered based on their location within the store and data regarding their interests, making for a truly effective engagement program. Customers will appreciate that you can anticipate their needs and deliver the content they are looking for without even asking for it.

This all leads to a scenario where a customer researches a product via your app one day and then receives a notifications from your business when they are driving by your location attracting them in. Once that customer enters your store your store manager can great them by name and your mobile app could remind them of the product they were looking at a couple days ago.

Remember that customers will not be engaged if you messaging is not relevant and that location is an important factor in relevance. The better you can engage your customers with relevent data the more likely they will be to use your application on a regular basis.

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Mobile Video Viewing Explodes

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Just as mobile has become integrated into our lives, so has mobile video.

Based on research from Ooyala, mobile video watching has grown an incredible 367% over the past two years. In fact, Ooyala predicts that by the end of 2015 over half of all online viewing of video content will take place from mobile devices.

Many businesses starting mobile app development projects are currently integrating video into their applications or are updating older apps by having their iPhone application developers or Android application developers adding video to current offerings.

Mobile video should be used to tell a story | Photo: Slanted Publishers (Flikr)

More than just adding mobile video into your app offerings, you need to have a strategy for how it integrates into your marketing program and your brand. It is important to remember that mobile video should be used to tell a story. Ask yourself if you can separate the story your company is trying to tell into several smaller parts – each snippet of video can build the relationship between your brand and consumers if properly done, supporting your overall marketing program.

Remember that in a recent study from the IAB, 48% of respondents stated they mostly accessed video content via mobile applications rather than visiting mobile websites (only 18% stated that they watch a video via mobile browsers). Mobile apps are leading the way when it comes to video consumption. Understanding user consumption patterns lets you focus your efforts where they will do the most good.

Getting your video program going might not take as much effort as you image either.

You may not know it but your business might already have some great mobile video content for you to use. If you have worked in advertising you know that for every one hour of video you shoot, typically only about a minute will be used. The remaining video offers some great opportunities for your business to capitalize on the extra footage for your app or to use on social media. During filming make sure you note opportunities to use your extra footage. Things like quick behind-the-scenes clips make for great opportunities as well that do not require any additional set-up.

Photo: http://bit.ly/1f2WhOn