For those brands looking to reach today’s on-the-go consumer, mobile marketing is the way to go. Studies have proven that consumers spend a great deal of time on their smartphones researching products before making a decision to purchase. Leveraging mobile marketing allows brands to reach new markets of consumers, tailor messages, and increase brand loyalty in pivotal moments along the consumer purchase journey. But, in order to implement a successful mobile marketing strategy, brands must also consider the challenges.
The Many Challenges of Mobile Marketing
Before your business can really reap all the benefits mobile marketing has to offer, you’ll need to know how to get around the challenges. There are many challenges associated with mobile marketing, but here we will discuss three that can be solved by partnering with a third-party shopping app.
#1: There Are Numerous Avenues From Which to Choose
There are so many options from which to choose when it comes to mobile marketing. There are features unique to mobile platforms, as well as some that can be shared with desktop. For example, an advertisement created for Instagram’s mobile app won’t have the same effect if someone were to view it on a desktop. This can make it challenging for businesses to fully integrate a mobile marketing campaign into their plans.
Luckily for marketers, mobile technology allows for internal avenues of reaching consumers such as in-app messages, push notifications, and email. Each of these avenues is ideal for conveying certain messages. The trick is knowing which to use and when. Here are some points to consider:
- In-app messages: These notifications enable markets to contact users who are currently engaged with their app. Users don’t need to opt-in for you to send these notifications. Use them when you want to get customers to complete a call-to-action, or perform some other action that causes them to more deeply engage in your brand. Shorter messages are always better, but in-app messages can always support images if necessary. Just remember that your image or infographic will be viewed on a small screen.
- Push notifications: These are short, concise messages that display on screen when a user isn’t using a particular app. In order to receive push notifications, a user must have opted-in. Be sure to send them selectively, as you don’t want users to become annoyed with receiving too many push notifications. Push notifications remind users that your app is there, can remind them to log into an app, or can even send them urgent information, such as inclement weather alerts.
- Email: This is the most traditional form of mobile messaging and is useful when you need to send long, detailed messages. Emails can accommodate images, links, and practically any information you need to send. However, they’re subject to spam filters, meaning you may not be able to reach every user with email.
#2: Results Are Hard to Measure
It’s hard for your business to grow if your marketing efforts are not bringing in the number of sales, leads, or conversions it needs. It’s possible the problem may be caused by an inability to measure performance. And when you can’t measure performance, it’s hard to invest in the avenues that are getting the most results.
One way to address this problem is to leverage apps that reward customers for making purchases. After all, a purchase is the most concrete result you can monitor. So try looking for an app that can attract and track customers by incentivizing interactions.
#3: Higher-Spend Apps Aren’t Always the Solution
When you’re trying to get the most value out of your mobile marketing budget, not knowing which avenue to use or how to measure results can drive marketers to invest in the wrong apps. While higher-spend apps advertise greater rewards, many marketers find out this is wrong too late.
When you’re trying to get the most value out of your mobile marketing budget, not knowing which avenue to use or how to measure results can drive marketers to invest in the wrong apps.
Instead, leverage your mobile marketing budget with a solution that deepens your relationship with customers, encourages brand loyalty, and can lead directly to sales. Be sure to choose an app that’s engaging and not at all bothersome to the user’s overall mobile experience; one that customers enjoy using while in-store or online. And make sure you choose an app that has demonstrated results for other businesses like your own.
How to Overcome the Challenges of Mobile Marketing
Of course, an easy way around these challenges is to leverage an app that rewards customers, every time they make a purchase. Shopkick is a leading mobile shopping app that can help you win new customers and engage with the ones you already have. With Shopkick, you can teach customers about new products, learn about shopping behaviors, or offer upsells. If you’re looking to gain a high return on your marketing investment, try Shopkick.
Shopkick has been proven to increase foot traffic, encourage shoppers to seek out brands and to drive sales. Avoid the challenges of mobile marketing by partnering with Shopkick.
Shopkick helps our partners overcome the challenges of mobile marketing and improve in-store and online sales by incentivizing consumers with our app. To use our app as an effective way to leverage your mobile marketing budget, contact us.
Image courtesy Thicha Satapitanon