Marketing And Mobile: When The Union Makes The Force
There were 23.8 million smartphone users in 2016. A number, undoubtedly, in strong growth expected in 2017. How can brands invest this unavoidable land that is now the mobile?
Overview: the use of mobile phones today
There are 4 billion smartphones in the world in 2016. There are 6 billion smartphones in the world by 2020 (out of 7.5 billion people). The rate of equipment should approach very soon that of the toothbrush!
Today, 77% of the US are equipped with a mobile phone. There are also more seniors, regular users. An increasingly strong market in the US, which two world players are competing: iOs and Androïd. An important fact, when we know that the purchase of an application represents 7.8 billion turnovers in the US, per year during 2015.
Faced with this phenomenon, the mobile is, therefore, indispensable to brands to gain market share. Signs and advertisers must now adapt to these new practices, and consider the mobile as a channel in its own right.
Adapt to a first mobile client, an emergency for brands
Faced with the new uses of audiences and new purchasing behaviors, brands must now take ownership of mobile phones and are gradually taking the turn, becoming aware of the urgency of the approach. Indeed, for a few months, mobile has taken precedence over the computer, and more than 70% of US people connect to the Internet from their mobile. In order to meet these new expectations and offer a simplified customer experience.
What are the keys to the success of a mobile campaign?
Customer knowledge, an essential pillar of mobile campaigns
Like a conventional or digital advertising campaign, the mobile campaign must be based on precise segmentation and targeting. Today, what the customer wants above all is to be recognized, and this on all points of contact. He wants brands to communicate with him in a personalized way and reward his commitment: coupons, promotions, the invitation to events, and involvement in the creation of new products…. And to evaluate its commitment, tracking remains an unavoidable practice.
Yet only 50% of marketers use it today! Tracking allows them to accurately measure commands from a mobile, as well as views, installation, and uninstallation of applications … The use of data is unavoidable, allowing to better know and understand its target. All the more so if it is Geolocalized, allowing to better understand the customer purchasing paths and to mediate them. The use of Geolocalized data in the Drive to store strategy has produced very positive results in Volkswagen and Système U. Customer knowledge during shopping time remains a cornerstone of any mobile strategy.
The need to adapt creative content to the mobile
Brands also have to cope with the expectations of users, in search of new content, with high added value. This undoubtedly passes through video, massively consumed, especially since the social networks. The brands must use their creativity to offer attractive content, but also juggle with technical constraints, linked to the mutation of uses.
Since its beginnings, a video has always been viewed on horizontal formats. With the emergence of the mobile, 50% of videos are viewed on smartphones, and 29% of mobile videos are vertical. Yet today, 98% of mobile users do not return their smartphones to watch a video. A parameter to consider when designing communication media.
But how to offer attractive video content, in line with the expectations of Internet users? This happens first of all in a short format. The message must be passed in 7 to 8 seconds, after which the user scrolled or closed the video. Another parameter to consider: the sound! Indeed, more and more users want the videos to be silent and subtitled so that they can be consulted at any time.
What business strategy to adopt on mobile?
Stimulate the act of purchase via the mobile
Today, M-Commerce (or purchases made on mobile) accounts for 50% of the time spent on smartphones, but only 15% of transactions. It is, therefore, necessary to identify the brakes first.
Users who receive push notifications log on twice as much on an application. 41% of users accept notifications and a click rate of 8%. The mobile is, therefore, a vector of conversion in its own right, which must be fully integrated into the digital strategy. Gummicube’s analysis emphasizes the importance of App Store Optimization and its importance in your Mobile marketing strategy.
Mobile Marketing with ASO
And this is the moment when we find ourselves immersed in a world that resembles the SEO of its beginnings: Meta keywords, index of keywords, queries to a word. No matter how similar, developers are still using traditional SEO tactics and data sources to fuel a mobile effort. With App Store Optimization and the right mobile data, a company’s brand new app can find its audience in the App Store.
With App Store Optimization, companies migrating to mobile can reach the mobile audience they seek. However, to find the organic downloads they need to gain traction in the app stores, companies would need to pay close attention to their creative, tailoring it to app store search trends and high volume keywords to aid in conversion.
Aiding in an app’s discoverability isn’t limited to one location. Global localization helps any app find its audience in any location. By looking at app store search trends in different locations, an app could potentially expand its reach globally.
The mobile app should be designed to deliver content that is appealing to the global user in localized form. It always covers when you present your company, blog, content or anything to the user in the native language, they are more likely to spend money on the app and download.
There are 6 ranking factors for iTunes, both for Google Play, although they are not quite the same. The Google also is a bit more evolved, what makes more sense, Google has dealt with referrers for much longer than Apple … We start to find a good amount of tools for analytics, competitive word tracking Keywords, tracking conversion channels, etc. This is still embryonic but we see emerging a new marketing specialty around the ranking on blinds, especially in the US and Australia.
Mobile must participate in a seamless shopping experience
Expedia, a subsidiary of Microsoft, with around fifteen brands around the trip, explains how mobile offers a seamless shopping experience, just like other devices. Above all, you have to rely on a single account, with the shopping cart memorized on each device. This allows, for example, the user to search for information about the trip via his mobile, to validate or give his opinion on the tablet, and to make his payment and reservation on the desktop.
And what mobile strategies for the future?
The mobile environment of the future will undoubtedly consist of meta-applications, chatbots and web notifications. In any case, it was the feeling of Western Union, Bazar Chic or any App, who testified on this point. One thing is certain: trademarks must take ownership of this vector of conversion. In this sense, we are seeing the emergence of start-ups and agencies dedicated to mobile strategies. However, brands, brands, agencies, and start-ups are in the testing phase – & – learn perpetually, not yet fully mastering the mobile marketing alliance and customer knowledge. As the uses change constantly, the skills are ephemeral. On the other hand, there are certain practices: the need for tracking, reporting, and ROI measurement.
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