mobile marketing tips
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Trucos mobile marketingTRANSCRIPT
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SMARTPHONE VS. TABLET
THE SMARTPHONE MARKET
RIGHT PLACE, RIGHT TIME, RIGHT DEVICE
MAGIC CONTENTS
HTML5 WEBAPPS
APPS AS CRM
SIMPLICITY WINS
THE 80/20 RULE
AN APP IS NOT A WEBSITE
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Just like many other great revolutions in the past, the mobile revolution has carried
along a whole new mindset. Mobile is not a device, it’s a way of thinking. As a result,
different devices are connected to different mindsets, different needs and different
moods. This means that when planning your mobile strategy, you should forget
about that “one-size-fits-all” approach that unfortunately far too many businesses
continue to use. Instead, you should start using a different voice for each device.
This is particularly true if we think about smartphone and tablets. It’s not just a
matter of screen sizes: smartphones and tablets bring along different mindsets
and consumer needs.
How so? Think about the differences in usage between the two devices. While
smartphones are preferred for accessing utility contents on the go, throughout
the day, tablets are by definition lean-back devices, as they are mostly used at
home and in the evening.
SMARTPHONES
5AM 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6AM 7AM 8AM 9AM 10AM 11AM 12AM 1AM 2AM 3AM 4A M
9%
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1%
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HOURS OF DAY
PERC
ENT
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USI
NG
TABLETS
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Moreover, if we think about the locations in which tablets are mostly used, one can
hardly define tablets as “mobile” devices at all, as they are mostly used when chilling
out on the couch or in bed. These differences also impact the type of activities
performed on the two devices.
Smartphones are used to access utilities or check quick information – such as
looking up business phone numbers, checking prices and locations. On the other
hand, tablets are preferred for prolonged activities, relaxing activities. In other
words, when using a tablet, people are more likely to dedicate time to themselves,
to their free time, maybe plan a holiday, search for super deals or redeem a coupon.
Keep in mind these insights when planning your mobile strategy and design your
app layout to be able to satisfy as quickly as possible your users’ needs, depending
on the device they’re using to run your app.
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Ok, so you’ve just had a great idea for an app and want to make sure it is optimized
for all the devices on the market, right?
Great! It sounds like the perfect recipe to develop a successful application with
excellent user experience and bound to receive tons of downloads. But how? Which
figures are we talking about when we aim at reaching “all the devices currently in
use”?
Well, recent stats say that to make your application perfectly optimized for 80%
of the devices currently in use, it has to support as many as 156 devices. And if
you think you’d be satisfied with having your app optimized for only 50% of active
devices, it still means you should be able to support 37 different devices.
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With the device market getting more and more competitive, it is likely that
manufactures will keep expanding product lines, cranking out an increasing number
of devices to address the preferences and needs of specific types of customers. As
a result, it will become more and more complicated for app developers to optimize
and test their applications on all the devices in use, with a high risk of generating
negative word-of-mouth buzz due to frustrating user experience.
There’s always the possibility for app developers to choose to address only a portion
of the app market by supporting only certain OS and devices. Still this choice would
require several adaptations to accommodate all the different versions of the same
platform (e.g. iOS 5.X, iOS 6.X and the twin versions of Android for smartphone
and tablet), not to mention the difficulties to fit the wide range of display sizes now
available.
So, where does all this leave us? Are app developers doomed to serve a smaller
and smaller niche of the mobile device market? Do they have to give up on the
chance to reach a cross-platform audience?
In other words, this is exactly the advantage of relying on a cross-platform tool
like AppsBuilder. Thanks to our cutting-edge mobile publishing and distribution
platform, SMEs and large enterprises can create their mobile presence and
We expect a future in which app developers are less frequently
individuals with a creative idea and a laptop and more frequently,
companies designed to develop, produce and distribute apps at scale.
Mary Ellen Gordon(Flurry Mobile Fragmentation Report)
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distribute it across all the major devices in use. Using one single panel and with no
coding skills at all, you’ll be able to develop mobile applications for iOS (all operating
systems from 4.3 onwards), Android (both forked versions and unified OS from
4.X), as well as HTML5 WebApps to accommodate older devices.
With AppsBuilder’s platform, app developers have the chance to go truly cross-
platform in a few clicks and convert their global appeal into more downloads,
stronger popularity and new revenue streams.
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Geotargeting literally creates a closer connection with your customers than any
other mass-market digital approach. Instead of feeling removed from the digital
environment, consumers experience your geotargeted messaging and marketing
as tailor-made for their needs.
When it comes to the mobile app environment, push notifications typically play a
key role in any mobile marketing strategy, as they allow businesses to communicate
with customers in a more personal and contextualized way, thus maximizing the
effectiveness of their messages. Thanks to push notifications, brands can also
deliver relevant content to their customers based on preferences they have
previously expressed. By subscribing to various information channels, users receive
a notification whenever new content is available, so that they don’t have to find the
information but the information finds them.
Geofencing is taking push notification to the next level, by allowing you to establish
a virtual fence around a predefined geographic area. When one of your app users
enters or exits the area, you can set your app to push a message to the user.
How big?
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Of course you can also decide how wide your radius should be. For example if
you’re the only business of your sort in town, might as well go big. On the other
hand, if you want to target a specific area to leverage local preferences to establish
your business as a local milestone, stress the convenient linkage between your
message and proximity to the sender.
Moreover, you can also set a duration for your geofenced push notifications to be
sent out. If you want to start a campaign to promote a product or a service, maybe
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targeted at a specific audience during a specific time of the year, this tool comes
incredibly handy.
One of the most common ways of using geofencing is to send special offers to
customers when they walk or drive near a business’s location.
For example, if you’re a coffee shop and there’s a brand new blend of coffee you’re
offering your customers to try, send out a geofenced message inviting people to
come in and warm up with a cup of fresh coffee and a muffin. Or if you are school
or a gym trying to launch a new course or present a visiting teacher, geofenced
messages allow you to alert users about the upcoming event and invite them to
try it out!
Remember that geofencing is not just about stressing users with messages
whenever they go to places. Would you appreciate that? Probably not, and end up
opting out of your own service.
To add value to your app and your business, forget the sales attitude. Instead,
use geofencing as an organic way to connect and stand out from the crowd. If
you manage to come up with something timely, relevant, and useful – even if not
frequently – it’ll be a win. Because ultimately, your geofenced messages should
improve your customers’ experience, and provide them with extra benefits.
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Finding the right mobile voice is not easy.
With the mobile industry skyrocketing, businesses have included mobile in their
marketing strategy but may fall short in identifying how to speak to their mobile
audience to achieve their goals. This is crucial because a strong mobile identity
relies on great tailored content, which will broaden the users base for the simple
reason that it works – making it the perfect response to a specific need.
But how do you get the most out of the mobile potential? By optimizing.
Why? Because mobile isn’t just a device, it’s a way of thinking.
Living in a world of instant gratification, mobile readers look for specific information
that can answer their research needs on the go. That’s why when creating content
for your app, it is crucial to adopt all the design, formatting and editorial solutions
that can help mobile readers make sense of your content as quickly as possible.
Always remember that you have to give your customers a reason to care about
what you have to say: the information that you are trying to pass on and the
information they might be interested in may differ, so the trick is to identify that
grey area where ends meet generating relevance.
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Whenever you are crafting specific content for your App, or deciding on the design
features you wish to implement, you should follow a simple principle that can help
you avoid getting lost in the decision process of what to highlight and what to
discard.
THE KISS PRINCIPLE
This principle is widely known and used in design and it stands for “Keep It Simple
Stupid”.
It can apply as a general rule during the creation process of your App’s content as
well, by which you should avoid clouding up your content with unnecessary details
or complicated data.
A few basic tips that you can follow in order to make sure that the product you are
delivering goes above and beyond expectations, are summarized below:
1. Remember that you have to fulfill a need
Your users’ needs might be practical (check a timetable, find a place, get details
about an event) or emotional (read about a person’s bio, get tips of the perfect
gift, have fun). In both cases, you should address one specifically, and have your
App content work around that. Remember: the average user’s attention span is
between 3 and 5 seconds!
2. Distribute content
What you are trying to say determines how you should say it. There are three
strategies you can follow in order to help you find the best solution:
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BLIMBottom Linein the Middle
Get to the point first, then expand on the
topic.
GREAT FOR:Blog Posts
Press ReleasesNotices
WHY:Catch reader’s
attention right away!
Also known as the KISS-KICK-KISS
technique.
GREAT FOR:Bad news
Payment notifications
WHY:It softens the overall
effect of your message
You have to gradually lead your readers
to your desired conclusion.
GREAT FOR:Purchase offersSubscriptions
WHY:Persuading to take
an action
BLOTBottom Line
on Top
BLOBBottom Line
on the Bottom
MOSTIMPORTANT
USEFULINFO
LESSIMPORTANT NEED
LEASTIMPORTANT
MAIN MESSAGE
POSITIVE
NEGATIVE
POSITIVE
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3. Express one idea per paragraph
The content you craft needs to be consistent, human and interesting. This translates
into giving useful information and stepping away from the sales-speak. But don’t
over do it! Express one concept per paragraph and use headlines to catch your
readers’ attention. Make sure they are concise and suggesting, but not revealing.
4. Use action word and lists
Functionality is key to a great App and great content. That’s why consistent lists
and direct action words can help you: they make it easy for users to go through
their tasks. Remember to personalize the action words and use lists to prioritize if
you have to (by using numbers or letters instead of bullet points). But don’t crowd
it up: 10 elements per list is as big as you should go.
5. Leverage rich media content
Create an appealing media mix that will add value to your App and give an extra
reason to your users to come back to it. Use videos, images and podcasts and
think about different elements like charts or graphs. Visual material is easy to
understand, if crafted correctly. This will boost your App’s efficiency, and your
users’ appreciation.
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People who are taking first steps in the mobile industry may soon find themselves
wondering about the difference between native apps and HTML5 Web Apps in
terms of functionalities, benefits and limitations.
If you are planning to create your own mobile application, ask yourself a few
questions first:
• What are you looking to gain from it?
• What is your target market?
• What are your content resources?
• What is your budget?
HTML5 Webapps can be a great solution and here are a few reasons why:
It’s cheap
It is quite cheap to develop, as it doesn’t require particularly high technical skills. It
can be created with the help of a Webmaster, making sure that no fixed sizes are
used in the style-sheets, but only percentage values. If you are not an IT expert,
you can install one of the many plugins available on the Web to manage events in
HTML5.
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Fast Development
As it requires lower technical skills than native applications, it takes shorter to be
developed.
Easy to update
Basically, it’s a web page and therefore it’s available online all the time. As such, all
you have to do to access updated content, layout and design is to refresh the page.
Accessible from any device
Thanks to its style sheets using percentage values, the HTML5 Web App is extremely
portable and can be accessed from any type of device: smartphones, tablets, or
mini PCs. Its Graphical User Interface is flexible and able to fit any screen size, just
like a real app!
HTML5
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erce
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tablet target
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web apps
QR
COD
E
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Fluid media streaming
Compared to native applications, media streaming in HML5 Web Apps is much
more fluid and a lot faster.
Of course there are a few downsides: HTML5 Webapps aren’t available offline, and
you cannot enable push notifications. Also, of course, they are not available on
the App Stores. But no worries, maybe those elements aren’t right for your App
anyway. So here is why you should opt for an HTML5 WebApp:
• If you need to make your content compatible with any
type of device (mobile and desktop)
• If you don’t want your content and layout to be subject to
stores’ approval
• If you use your app for e-commerce and don’t want to share
revenues with Apple App Store
• If you want to make your content easily accessible through
QR codes
• If you wish to migrate your website content to a
mobile-optimized site
• If you need to update your content frequently
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As many other great revolutions in the past, the mobile revolution has carried along
a whole new mindset. Mobile is not just a device, it’s a way of thinking. Customers
are empowered, and mobile devices have revolutionized the way they engage with
brands, offering companies an unprecedented opportunity to improve customer
care and lock in old customers, while still capturing new ones.
HERE ARE 7 TIPS TO IMPROVE CUSTOMER SERVICE THROUGH MOBILE CRM:
Listen to your audience
Nobody remembers what you did nor what you said. They only remember how
you made them feel. Mobile customers expect to play an active role in company
life as well as to easily get in touch with a company to ask for information or leave
a feedback, via in-app feedback forms.
Engage with your customers
Customers often turn to mobile apps to find the answers to their problems with
a product or service, and it’s right at these crucial times that they have the power
to make or break your brand. Use in-app wall chat to answer questions on the go,
and leverage conversations around your brand. Foster the trust, and spread it!
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Make yourself approachable
No matter how rich in information and product details your app is, your customers
will always appreciate the chance to speak to real people and receive real-time
assistance with their issues, with a tremendous impact on their overall sentiment
towards your business. Make it possible!
Offer additional services
When you offer a differentiated service you are not only making their lives easier, but
also eliciting reciprocity – an obligation to return back. Use your app to establish a
two-way dialogue with your customers and offer them dedicated services that can
only be enabled via app, such as weather forecasts, route planner, tip calculator,
discount calculator etc.
Create a good content mix
Choice is always a welcomed feature among customers, and content is no exception.
Offering multiple types of information, your business can benefit from reaching
out to different audiences, allowing your brand to follow through and maximize its
potential. It’s not about making it crowded – it’s about tuning it in!
Know your customers
By measuring user activity, preferences and contact details you can build a solid
picture of what your average user looks like, what your potential user might like and
how your mobile social voice sounds like. Holding that knowledge, you can move
forward in your business strategy, identifying which actions to take and which not
to pursue, for both a better user experience and a bigger success.
Don’t shout!
What your offering has to be is personal and tailor-made. As the number of mobile
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users and users’ expectation rise in parallel, the secret is not to shout louder than
the others, but to nail the timing and the place.
CRM TOOL EXAMPLE: Push Notifications
Push Notifications (or Promotional PopUps for HTML WebApps) are customizable
messages delivered to your users upon opting-in to receive them once they’ve
downloaded your app. It is a fast and effective way to drive your users’ attention to
the most important news about your app. You can use them to promote events,
announce upcoming releases and highlight any news in your app that you want
your users to focus on or take action on.
Push Notifications and Promotional PopUps can also be used to drive users’
attention to in-app pages or content outside your app, for example by inserting
external links.
One the most interesting features about them is that they can be geotargeted, so
that you will be able to reach users based in specific locations or when they are
near your premises.
The best CRM tools combine mobile marketing’s unique benefits:
intimacy, immediacy and contex.
Forrester Research(2013)
Another great feature is the possibility to schedule them. You can easily
set the start and end dates of your promotional campaigns so that you
will no longer have to worry about manually activating or interrupting
message delivery, and you will be free to focus on other tasks.
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Mobile users are time-poor. Simple to them is equal to not having to spend too
much time learning something before actually being able to use it. This means
that intuitive colors and layouts or a navigation menu with subcategories can do
the trick in self-explaining how the content of the App works. This translates into a
clean design that’s good for the eyes and easy on the fingers.
Colors for sure one of the first things that your users will notice, or rather feel, as
being appropriate or not. Also, they’ll have a big part in crafting their first impression
about your App. And we all know that you don’t get a second chance to make a first
impression.
Bad set of colors
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Above are two examples of a wrong set of colors, and a correct set of colors.
As you can see for yourself, there’s not much explaining to do: trust your eyes.
The bad set at the top literally tires your vision, makes it hard not to look away and
to read whatever text you might have on top on them or next to them. Your design
will appear cheap, overlooked and very hard to forget. And not in a good way.
The good set at the bottom, is instead soothing: although the colors are very
different, they blend in together well. Two similar dark colors craft a base where
the lighter color element can be used to highlight a specific object, piece of content
or section of your App. It is simple yet classy, and it allows your users to focus on
the App itself and what it has to offer.
Good set of colors
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The mobile world is constantly changing, and not just in terms of hardware or
software: users are constantly evolving too, expecting their mobile experience to
grow both with the times and with them. That’s why when it comes to successfully
distributing a mobile app, user experience has to be a top priority.
After all, it is what makes the difference between a thriving App and a merely,
maybe, useful one.
What does that mean?
Basically, quality over quantity.
Mobile users use Apps to accomplish tasks: whether it’s to purchase a retail
item, check flight times or count the calories, the App should help them do that.
Depending on the category of your App, you should focus on a core feature that
will attract your target users and develop your Apps elements depending on that.
The 80/20 rule helps you remember that you should be very clear and make it easy
for your users to navigate swiftly through the info and services you supply on your
App, without clouding it up with things that they don’t really need.
How do you do that?
With analytics. Start from the information you have on your target market, what
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it is that you want you users to be able to do, and then allow them to get back to
you with their feedback in order to identify their preferences and understand their
behavior.
Elements like feedback forms, wall chats and a detailed contacts section are a good
way to know what you are doing right and what you should revise and update: as
the mobile marketplace keeps adjusting, you should too.
TIPS TO GO
Analyze analytics and usability data carefully to determine your website’s
20% most-used functions
Prioritize: focus on the most important aspects of your App and
enhance them
Simplify your designs and layouts and remove what might look nice but
isn’t functional to your users
Think about functionality: use design to make it easy for your users to
navigate through your App
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If you are a business ready to go mobile, or an established presence in the mobile
world already, it’s because you think your reach should expand and leverage the
power of technology through different devices.
You’re on the right track. But how do you make sure you don’t get lost?
Start by remembering that it’s not a matter of simply adding up services and
features, but rather one of crafting tailored content and going that extra mile in
delivering it. Evaluate carefully what you already offer on your company website,
and what your users would appreciate best to have on the go: differentiate, and
conquer.
But beware: simply trying to “shrink” the desktop experience is not going to work.
Apps work well because they are specifically tailored for the device they are used
on, and that reflects on what you decide to invest in: in terms of time, content,
design and expectations.
A few elements are perfect for Apps, and make no sense on websites meant to be
used on a desktop:
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For example, direction widgets with
integrated GPS.
Or push notifications and promotional
pop ups that allow your users to get a
juicy offer right when they’re closest to
your business.
Or loyalty cards that motivate your
customers to check out your latest
offers and earn points, making them
your brand ambassadors and improving
your customer retention rates.
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Contact us to find out how wecan help you build your mobile presence.
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