It is fascinating to just know that mobile has become such an integral part of our lives on a day to day basis. More so from a brand perspective, where we need to know and appreciate that the entire world is moving towards Smart phones and if the brand does not include mobile in its marketing strategy, then it is definitely missing something very important. Another important aspect to consider is that there are few brands who are active on mobile marketing, but do they even understand what to expect from mobile as a marketing channel or do they even know what are the right tools and platforms that should be used.
In order to educate brands and companies on how to use mobile marketing as differentiator, here are some key aspects to look in to.
It is not only important for the user to retain the app, but also engage with it. The apps that make the user engage the most are social media apps, followed by games and then news apps. As an ecommerce site, you need to ensure that the app is gamified so that users get points for certain set of activities. These actions can be browsing, sharing, sharing feedback etc and then the points accumulated can be redeemed for purchases. There are lots of tools that provide integration of gamification functionality into your apps.
Multi channel connect
It is important to connect your mobile audience across your channels so that you can understand them better and create a coherent atmosphere for them. You can also offer them products / discounts that suit them better than others and hence increase your conversion rates. Imagine you get a new user on your mobile app, but then connect him on FB and his email also, so the next time he logs in from a desktop, or sees your as on FB, you have already profiled him in a category of users, say, “Food lover” and you show him products and offers that suit his taste. You can do the same on a physical outlet also.
Ease of payment
You need to allow the easiest way of payment on your mobile app or your mobile site. Payment is most important part as that is what helps you generate revenue, but the more you delay the decision of integrating your site with a payment gateway that is mobile friendly, or with mobile wallets or with Apple Pay or Android Pay, the more you suffer.
In order to increase engagement on mobile, you need to provide exclusive offers from time to time so that the audience knows that the mobile app is something special for them. They will retain the app and not uninstall it, as they know that the app will offer them exclusive offers. Another thing that is important here is that these offers should be personalized and shared frequently. Try not to pre announce them every time. This will ensure retention and engagement.