Reasons Your Brand Is Behind on Mobile – And How You Can Catch Up

I don’t need to tell you that – mobile is the undeniable future of commerce (both online and offline). However, most of the brands from small businesses to big enterprises, are consistently missing the mark.

They often fall short of tapping into mobile’s potential for building meaningful relationships with their consumers, gathering insights from them, and maximizing return on investment (ROI).

Let me tell you that today mobile is more than just a channel. It has the power to create personalized experiences for customers. Companies who only rely on traditional forms of branding can’t stay strong in their trade for long.

But it’s not very late to reverse the course and build a valuable presence on mobile. Here are 4 reasons why your brand is might be lacking in the competitive brand market – and how you can catch up.

1. Your Data Isn’t Guiding You. Learn From Churn
Churn rates are a constant hurdles in marketer’s life, and not just on mobiles. These often lead marketers into a reactive tail-spin rather than fostering proactive marketing innovation. While some churn, is always expected, the key is to learn from this in a systematic and scientific way by looking at the data which your customer app collects.

At first, you should understand the churn. All about it. Which are the users who are abandoning your application and when? Find the trends in user behaviour, demographic segments, etc. All these data points will explain you where you are going wrong and will lead you to engage with the content which users want.

If you are smaller and/or newer business, you might want to believe that you don’t have access to the similar volume of customer data, to gather insights from. However, you will be surprised how much data your user base is offering, and what is in there to learn from. Make tweaks to your user interface or your messaging strategies, A/B testing the changes with certain user segments as you go, is also essential.

2. Users Don’t Understand the Value of your Application. Show It To Them
People spend almost 85% of their time on the apps installed in their smartphones, but they won’t stay for longer time if they don’t grasp the value of your application within few seconds.

A major part of this will happen during/in on-boarding. This first engagement with the application is the “do or die” as every 3rd person in 10 users will leavethe application after its first use. To make the most of it (on-boarding), the user flow should be intuitive and seamless, with very little work required by the user. You should design tutorials which are short and focused, and test variables of page designs for optimal flow. If users stop halfway on on-boarding, don’t get afraid to remind your consumer to register with a push notification – it’s a critical part of the sales funnel. Speaking of Push….

3. You’re Not Getting Push Opt-Ins. Change Your Approach
Push notifications are another very important part of the mobile-customer journey, but most of the brands fail to get the user permissions. Do you know that only 42% of app users opt-in for push notifications, reason being that the brands blast them without context. But utility is what gets consumers to get engaged with push notifications.

In order to get back that 58%, you will have to explain why your push notifications are an add-on benefit for the in-app experience. Some of the mobile marketing tools also enable you to overpower the default iOS prompt, which appears when a user first opens the application, and then displays a request when that person gets more engaged.

This request displays a custom message which demonstrates the value of push opt-ins, like alerting customers when one of their wish-list item in on sale. Push is a vital engagement tool for applications, so you really can’t afford to lose your chance with just a standardized request which only tells a small part of the story.

4. You Don’t Treat Your Users Like Individuals. Personalize Your Approach
According to me, marketers should remember that their audience is comprised of separate and unique individuals, and should start building mobile strategies around that idea. This is what is of utmost importance.Often during the busy process of engaging users, marketers fail to take note of their users lives –their work, their favourite sport, which school they belong to, their sleep schedules, their country and cultures.

Do you know that 63% of the marketers send messages to their users at the wrong time. And that’s only the beginning of mobile personalization, which should understand the preferences, behaviours, lifecycle and more.

With such a diverse customer base, it may seem daunting, but here the key is automation. Mobile applications hold so much data about its users, and what makes them tick. Here the important thing is to keep a note that the marketers need to harness this data for personalizing both the mobile messaging and the in-app experience, with automated campaigns, continually tested and then perfected.

Mobile is not just a channel. It’s the hub for your customer relationships with unlimited engagement opportunities. Though mobile might seem like a lot to handle, there are many strategies which everyone can adapt to, and successfully market an app, without an in-house team of developers or even being highly tech savvy. That’s the way to tackle mobile: with an approach built for marketers that scale as you do things.
 

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