Mobile apps are now the inseparable part of Internet marketing. According to the Federation of Small Businesses, SMEs have embraced mobile apps and strategies. However, only a small percentage of them view mobile apps as a significant opportunity to differentiate themselves and their services.
One of the most cited reasons for this is that SMEs don’t quite understand how effectively mobile apps could be used to promote their businesses. Moreover, they find building apps an expensive and time-consuming process… which sounds wildly familiar to the conversations we’ve had about custom software solutions and its cost.
According to Inc.com, about 45 percent of mobile owners are using their devices to download social networking apps. 35 percent of Android and iPhone owners in the U.S. use apps such as Facebook before getting out of bed. Why is this relevant? Because brands are analyzing big data to know how many of their shoppers are using their mobile site… and recognizing opportunities.
Many companies are using mobile apps for brand awareness and affiliation. During the exploration phase at CSW we stop at this point to evaluate reasons why our clients should focus on a mobile strategy (and when).
The first aspect we cover is that you must have a thorough understanding of your audience if you want to develop a mobile strategy. The solutions we build are useful, valuable and functional, so it’s important we validate these characteristics.
Pricing comes next: is an app going to be offered for free? If yes, how can we help you partner with other tech solutions to grow together; if not, how much should it be, based in how much it’ll cost to develop?
Location-based information (i.e. deals) is another side to consider inside a strategy. As mobile users become more acclimated to sharing their whereabouts via mobile devices, they’re also becoming more open to receiving ads and mobile coupons relevant to where they are at the moment. This is another opportunity to engage with them.
Regarding marketing and advertising, mobile marketing is important to consider because it presents a distinct and unique way to create interactive dialogues with customers. It requires matching the creative to the device’s smaller screen size; designing messages that are short, instantly understood, and effective; and creating a call for action with minimal steps.
And of course, big data makes an appearance: if you’re considering building a mobile strategy for your brand, it’s always advisable to pay attention to data from existing customers. Without invading their privacy, making offers that are in tuned with the buying habits of the recipient are the way to go.
Perhaps the easiest way to know if a mobile strategy is for you and your business is by asking yourself this: Would my economics be improved if I could use a tool to make it easier for potential customers to find and interact with my brand?
If the answer is yes, then you know what to do. Contact us!