Despite overwhelming evidence to support the growing use and success of mobile marketing, there are still skeptics spreading common misconceptions. Overcoming these mobile marketing misconceptions will take time and data-driven resources; however, the result of lifting the veil will drive better marketing strategies, improve user bases, and incite further innovation.
Here’s a list of common mobile marketing misconceptions—debunked.
Cheap users are good users
The cost-per-install (CPI) metric is a common resource used by app marketers to measure how many marketing dollars it costs per user download. While many marketers will argue this number should be low, are inexpensive users really better for the app? Not necessarily.
In mobile gaming for instance, the top 1 percent of users spend the most money. Further, these users spend an amazing 90 percent of the total app revenue. In short, more users don’t equal more revenue. Instead, measuring the quality of a user over a longer period of time based on interaction, as well as retention might prove more useful when calculating CPI.
Depending on the revenue model, each app should look subjectively at CPI, allowing the most effective marketing channels to drive effort. Looking at user behavior is a huge part of this.
User behavior data can’t improve marketing tactics
Whether a business decides to use third-party mobile analytics solutions or develops their own internal system, gathering user information isn’t just for product people—it’s a marketing tool.
Understanding the details of user activity provides a huge advantage to marketers, enabling them to seek out users who possess similar demographic, geographic and psychological characteristics. With channels like Facebook and Twitter, marketers can spend more time looking for quality users instead of inexpensive users.
Additionally, mobile analytics allows marketers to retarget specific segments of a user base, pushing some users to take action within the app through a variety of initiatives.
Not every industry can benefit from mobile
Instead of pondering whether mobile is right for your industry or not, consider how it could help. At some point, every consumer will be a mobile user, and even if your business lags in technology, it’s likely your customer base won’t. According to Nielsen, more than 50 percent of mobile users are age 35 years and above.
Millennials are quickly becoming the strongest and most easily reachable marketing demographic—they simply can’t be away from their mobile device. Ignoring this fact is bad for business, so while mobile might not have fit your business needs in the past, it more than likely will be part of your company’s future.
Creative ads are a one-time investment
This has absolutely proven not true. Using an online banner ad multiple times across various websites is great for visibility, but its longevity is not favorable when left unchanged.
Instead of one creative campaign, try multiple adds with image and copy variations. Split testing the success of different ads will provide valuable insight. Focus on what’s working and change what isn’t.
Also, refreshing your creative will drive conversions. Different channels like Facebook and Twitter prefer fresh and current content to recycled use. On Facebook, for example, they’ll post your ads on user’s news feed more frequently if it’s changed regularly.
By avoiding these common misconceptions, incorporating a mobile marketing strategy doesn’t have to be a nightmarish ordeal. Overcoming skepticism is the first step.
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