With the rate mobile is moving, yesterday’s fact can quickly become today’s myth. This year new trends are emerging such as mobile ad blocking; web and mobile are closer than ever to converging; and for the first time in history, more than half of the world now owns smartphones. At TUNE, the mobile marketing analytics leader, we’re constantly keeping an eye on the latest and greatest mobile marketing research, insights, and updates. We partnered with our friends at Appsee to bring you three common mobile marketing myths, and ways to make sure you’re not falling for them.
Myth 1: Acquiring users is the most important part of your mobile marketing strategy.
We get the temptation to fall into this mindset; after all, no app users means no app revenue. But acquisition is such a small part of the picture. In fact, 13 percent of users delete an app without ever even opening it and 24 percent of apps are used just one time, then forgotten. Conversely, by engaging users with the right push notifications and in-app marketing, 67% of installs can be converted into long-term and high-engagement users. Active users benefit an app by completing more in-app actions and events, opening the app more often, and making more purchases. Make sure you are continually A/B testing messaging, features, and navigation flow, then adding deep links to drive users to specific locations in your app. These small optimizations will transform basic installs into consistent, recurring revenue.
Myth 2: You cannot bounce back from low push notification engagement rates.
Recent research reveals that up to 60% of users opt out of push notifications if they don’t receive value from them, and the best push notifications perform 4x better than the worst. If your users are opting out of your messages, you’re losing critical opportunities to engage and re-engage. Avoid this pitfall by making sure you’re following push notification best practices. Send messages at the right cadence, since more frequent isn’t better if it’s annoying your users. Customize your messages so that the consumers receiving them actually find value in them, appreciate the notification, or would make that specific purchase. And capitalize on times when people want to receive your notifications, such as notices of flight delays, new seasons on Netflix, or reminders to get an oil change.
Myth 3: Mobile is just one of many tactics, but not necessarily the most effective.
If you had a way of making your customers worth twice as much as even your loyalty club members, would you want to leverage this solution to the hilt? Then you may want to pay a little more credit to your app. People now spend 90% of their digital time in apps, and there’s no better place to meet people than where they are. Furthermore, while mobile may just seem like one part of the overall marketing mix, recent research shows that up to 30 percent of U.S. consumers are now expecting connectivity all the time, a shift that’s only poised to increase. We recommend getting in front of the trend, prioritizing your mobile strategy, and leveraging it for a greater understanding of your customers. What consumers are doing while they’re in your app — whether opening it while in motion, during certain hours, or in specific locations — feeds you greater contextual clues than you could ever gather from traditional marketing, and allows you to re-engage your audience at targeted moments that will have the most impact. Ultimately, your customers’ choice to download your app is confirmation that they want your content — so make sure it delivers value, and they’ll return time and again.
Stay Up-to-Date on the Latest Mobile Marketing Myths
With the rate mobile is accelerating, there are new mobile marketing myths popping up every day. The most successful mobile marketers keep an eye on trends, watch to see which ones research supports, and pivot when necessary. We realize it’s a lot to keep track of, so you can count on your friends at TUNE and Appsee to keep you apprised of which trends to keep an eye on, and which ones to forget. You can subscribe to this mobile marketing blog to stay in the know, and out of the myths.