October 22, 2013

Mobile strategy – more than just apps

Written By Martin Sandhu

A business’ mobile strategy should not start and end with apps.

Apps are important and they’re a great asset for businesses, but left to fend for themselves they can prove fruitless, particularly if you don’t have a strong, global brand to back it up. In order to maximise the effort and finances which are poured into every app, other aspects of mobile marketing need to be explored.

If you’ve built an app or are in the process of doing so, then you clearly know you have an audience on mobile platforms, so why not exploit that as much as you can? Having a consistent brand across mobile devices is the key here…

Mobile-optimised emails
It’s great that you have an app, but if your promo emails aren’t mobile optimised the app itself won’t see the benefit. Make sure any links in the email will open up in the app if it’s available, if not they need to be directed to a mobile optimised site.

Top tip – there really is nothing more irritating than opening a link, only to be presented with pop-up boxes offering an app that you already have installed on your device!

Mobile search
Who knows that you have an app? Mobile can bring an entirely new audience to your brand, but if they don’t know your app exists it’s pretty difficult to find it. Optimising your entry in the app store is crucial. Just like with Google, Bing et al, many users won’t search for the exact name of an app, they’ll use keywords instead.

If you’re building a separate mobile-website (rather than simply amending your current one), mobile SEO is an essential element too.

Mobile advertising
PPC adverts via social networks or Google work well on mobiles. Again though, making sure you have a optimised site is crucial as users simply don’t have the patience to pinch and pull to view what they want to.

Through the use of targeting, mobile ads are an ideal way to promote your app too. Many advertising platforms now allow you to target users of a specific device, so you your ad spend is focused on those who have the ability to download your app.

Geo-location marketing
We’ve written a whole blog about this lately. The potential for location-specific marketing is huge, particularly if you have a physical, bricks and mortar aspect to your business.

You could use this type of technology in a traditional advertising manner, for augmented reality or to encourage the downloading and use of your app.

Tablet-specific sites
Don’t just think smartphone! Mobile means anything portable, which includes tablets, phablets and will soon include a range of wearable devices. If you’re not opting for a responsive website, it’s worthwhile monitoring your analytics and the level of traffic accessing your site on a tablet. Many brands are now finding the need for three websites – desktop, tablet and smartphone.