How to be successful in mobile marketing

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Given the massive growth and sales prospects, hundreds of retailers will be upgrading their websites for shopping with mobile devices in the near future. For an effective implementation, for example in the form of an app, a well thought-out app marketing strategy is necessary to ensure success.

Mobile marketing expert Ashwin Shekhar gives seven tips for a successful mobile commerce strategy around app marketing:

App Marketing Strategy Tip 1: Know the Market

In the United States in particular, it is more the technology-savvy Generation Y who are increasingly buying through mobile apps. In the emerging markets, where mobile devices are used almost exclusively, things look different. In these mobile-first markets, consumers primarily use smartphones or tablets and all age groups shop on the move. According to, in the fourth quarter of 2014, nine percent of the Indian population said they had bought something online using a mobile device - that's over 100 million people. Common obstacles, such as problems with online payment in regions without stable financial services, have been removed by mCommerce, with merchants in India enabling delivery by last name, for example.

App Marketing Strategy Tip 2: Address the right target group

In order to reach the desired target group with an app, providers need to know who is to be reached and why. The key here is to specify a buyer profile. This not only makes it clear in which way the customer can be addressed in the best possible way, it also shows who the competitors are for the corresponding group of buyers. While one shop may focus on students of both sexes who have an affinity for fashion, another offer only focuses on women who are interested in fashion. Advertising measures become more effective when the intended target group has been identified.

App Marketing Strategy Tip 3: The Right Marketing Mix

Since most transactions take place on the move, this channel should also be the focus of app marketing campaigns. However, it does not work entirely without the support of classic formats such as TV advertising, otherwise the mobile advertisements run the risk of falling victim to what is known as banner blindness.

The right mix of TV, offline and mobile ads is necessary to ensure a natural increase in customers. As the graph shows, mobile advertising works best during an offline campaign. TV advertising goes a long way toward helping brands be remembered, while additional mobile video ads drive up conversion rates and customer value.

App marketing strategy tip 4: bind customers to the app

mCommerce players often observe a high drop-off rate of users in the first week. Push notifications are a great way to improve user loyalty. The key here is to get it right to avoid annoying customers. If push notifications are to be clocked in the app based on past events, the download time is decisive. If the user opens the app at 3 p.m. on two consecutive days, a push notification should follow on the third day at 2:55 p.m. with a link to the last product or deal of the day. There are numerous third-party providers who help to find the right timing of the push notifications and to evaluate the user data.

App marketing strategy tip 5: Let customers market the app

Content marketing isn't just a new trend, it's an important tool that drives customer activity. A user generated content strategy encourages users to interact with the brand and gives the marketing message a personal touch. There is no better app marketing than recommendations from satisfied customers. After making a purchase, users should, if possible, be encouraged to write a customer review and thus share their experience with other potential customers. Promotion codes can create an incentive to win potential new users through existing customers via social media. A complete integration of the social media networks allows customers to create wish lists, for example, which can then be shared on the various channels.

App marketing strategy tip 6: Retargeting to target customers again

Since users can easily switch to a competitor's app, most mCommerce companies suffer from customer loss. Introducing new services can help win back previous customers. But retargeting is still in its infancy and is often difficult as an app marketing measure due to the lack of cookies on mobile devices. However, if you decide on a retargeting strategy, it should be analyzed in advance which customers are to be won back and to what extent they are to be addressed. Important when looking for a retargeting partner: the ability to carry out dynamic retargeting, the integration of dynamic ads, the creation of an automated product data feed and a well thought-out pricing policy.

App marketing strategy tip 7: Create added value in the user experience

Creating a high-quality user experience is a challenge in app marketing: the right balance has to be found in order to offer customers perfectly tailored products on the one hand and to enable as many purchases as possible on the other. Generating added value for the customer also means supporting the user in handling the app. Older customers, for example, are very interested in interacting with the app when they learn how it works. It is also particularly important, as in the game industry, to make transactions simple and understandable. Brands must follow this example and incorporate this functionality into their apps.