The competition in the app world is absolutely brutal. The days of merely creating a great app without a compelling marketing strategy are over. With that said, there are still a few big mobile marketing mistakes brands of all sizes continue to make.
Acquiring new users without a retention plan
Far too often, brands pour resources into paid media campaigns to acquire new users without a cohesive retention strategy. Ali Mese puts it nicely “In a world where consumers become increasingly selective over what they consume, retention is emerging as a key factor that differentiates the successful from those who fail.”
Up to 90% of app installs don’t become high-value customers 90 days after the install, according to the Kahuna Mobile Marketing Index. Clearly, user retention doesn’t just happen. The best brands utilize intelligent communication to help drive retention.
For example, Yummly was able to increase new user retention by 119% thanks to its focus on onboarding campaigns. The recipe app tailored the messages users received based on the individual actions within the app. This ensured users weren’t receiving messages urging them to try features they’ve already used.
Key takeaway: Get the most ROI out of your acquisition dollars by running intelligent onboarding campaigns that incorporate individual’s actions into the messaging.
Device-centric or channel-centric marketing fails
Your customers are your customers. They’re not your “mobile customers” or your “desktop customers” or your “retail customers” or even your “email customers.” They’re just customers who likely interact with your brand through a variety of of channels and devices.
Your starting point should always be person-centric. From there, design a messaging experience that fits into the preferences of each individual. For example, if your ecommerce app user likes to browse on their smartphone in the morning and make purchases in the evening on a tablet or computer, your marketing messages should reflect that.
The best way to do this with a personalized omnichannel experience. Even if you’re a mobile-first or mobile-only company, your customers have a life outside of your app. Listia recently embraced a personalized omnichannel approach and it helped the company boost key KPIs by 50%.
Key takeaway: Consumers demand personalized messages that are specifically tailored for them as individuals, regardless of device or channel.
Irrelevant messages destroy the user experience
If intelligent communication is the key to boosting new user retention, what constitutes “intelligent communication?” For the best brands, this consists of personalized messages, across all channels, that deliver real value to the user.
That value varies based on the type of service your app offers. For example, a ride-hailing app like Curb could add value by sending a push notification to the user when their cab is arriving. It could also add value by sending an email to a user who hasn’t logged in for a while offering a discount.
One of the best ways to create messages that deliver value is by incorporating the actions of your users into your messaging. In particular, behavioral analytics can inform your engagement marketing strategy. The best brands use behavioral data to discover the optimal customer experience and then design a messaging strategy that facilitates it.
It’s important to be aware of the advantages and disadvantages of each channel. For example, email is a great channel for messages that aren’t time-sensitive or require more content. Newsletters or purchase receipts are great examples of messages that are ideal for email but are completely out of place for channels like push notifications.
Key takeaway: In a world where every app is just a few seconds away from being deleted, it’s vital to make every message count, no matter the channel.
We hope you’ll be able to avoid these three mobile marketing mistakes but there are plenty more out there. Be sure to let us know what are some mobile marketing mistakes you’ve seen in the comments.