Mobile marketing is growing rapidly year after year. It is not only something we hear about on the news daily. Businesses that don’t robustly engage in mobile marketing risk losing out to the competition.
A mobile marketing professional can help you to create a profitable mobile marketing strategy.
The first step is to ask the right questions.
Here is part of the 5-step process for to help define the most effective mobile marketing strategy for your company:
1. Study your audience
As in any mobile marketing strategy, you need to study and know exactly who your target audience. How your target audience and your competition behave will depend on how you will focus your efforts on one channel or another when creating your final mobile marketing strategy.
2. Define your business model
Be clear on is the model of your application. The main business models for applications are:
- Freemium model: The basis of this model is to offer a limited version of the application for free in order to reach the maximum number of user downloads and to familiarize them with the functions of the application. Once this goal is reached from the free version, which offers users all the features of the paid version, the application becomes paid. The most used example is the WhatsApp application.
- Payment of content: Similar to the previous one. The concept is based on an application where part of the content is limited and where users can access additional content from within the app, without necessarily going through App Stores.
- Subscription model: In this model, the user agrees to subscribe to an application, which facilitates access to the content. The difference between this model and the previous one is precisely the level of commitment, which is higher from the beginning.
- Sale of products: In this model, downloading the application is free with the subsequent intention that the user makes the purchase of a product or service using the application. Widely used by e-commerce companies, this model has allowed them to increase their revenues significantly.
3. Refine the ASO
Before launching your application you must establish the ASO (App Store Optimization) policy accordingly. It’s an essential part of mobile marketing.
What is the ASO? The interpretation would be the optimization of the application on App Stores. This means that you must take all the necessary steps to optimize your application so that it appears in the first results when a user searches for your services.
Since every SEO project is based on keyword selection and optimization, the ASO identifies the keywords the customer uses when searching to find an application. The main objective is to appear above the competition in the search results of mobile application stores (Tablet, Smartphone, and Smartwatch ). Your mobile marketing strategy will benefit a lot!
4. Invest in CPC campaigns
There are several options available for your mobile marketing campaigns in network display. Here you will need to define the engagement model you want to invest in. Apart from CPC (cost per click), other engagement models include CPI (cost per install) and CPL (cost per lead). The ideal for your mobile marketing would be to combine two of these models.
Define a minimum initial investment and then test, analyze your competition, and measure your results to increase or decrease your investment compared to the results obtained.You can also launch a Facebook Ads promotion campaign, which will help you both promote your app but also get the most downloads directly from the home page or from the RSS feed. For your mobile marketing to be effective, you have to vary the approaches.
5. Do not forget the traditional channels
Finally, do not forget to use the other channels you have at your disposal! An effective campaign is one that uses all the means at its disposal, thus combining the media both online and offline to carry out a mobile marketing strategy and give you the key to success.
- Online: his includes your website, social networks, Apps strategies, bloggers, e-mail marketing, etc. There is also a multitude of online media at your fingertips that you can not stop using.
- Offline: You can launch promotional campaigns on radio, television, newspapers, etc.