Funneling Mobile Marketers to apply Funnel Marketing--for Apps

Post By Janet Arvia

Between Android Pay, QuickPass and other Microsoft Wallet updates, consumers must be on their toes when it comes to the mobile device in their hand. But they are not alone—mobile app marketers must also have their fingers on the pulse of the industry’s latest updates.

Take funnel marketing. The methods that proved effective for desktop targets don’t necessarily translate to mobile app users. Sure, the main steps of the traditional funnel journey (which travels from Awareness and Interest to Consideration to Conversion to Loyalty) still hold true, but alternative approaches within each of these phases define the new Mobile App Marketing Funnel.

Phase 1: Awareness and Interest

In order for brands to stand out amid 1.5 million competitive apps, today’s marketers must drive awareness by employing organic tactics which consist of public relations, press, promotions, social media, partnered links, email blasts, WOM (Word Of Mouth) referrals, ASO (App Store Optimization) and App install ads.

Phase 2: Consideration

High app ratings are essential to establish trust between a brand and its potential customers. In fact, recent research suggests more than 80 percent of consumers won’t consider an app with two or fewer stars. As such, highlight glowing customer ratings as well as positive press reviews to optimize your app store page.

Phase 3: Conversion

Examining the behavior of mobile users is key for brands—whether the conversion metrics focus on when a user sets up an app account, downloads an app, signs up for an in-app subscription or makes an in-app purchase. Oplytic empowers marketers with the data needed to calculate strategies that play off campaign strengths and combat any weaknesses such as an overly complicated onboarding process or poor user interface.

Stage 4: Loyalty

All the resources it took to acquire new customers may be for naught if brands don’t build solid relationships by connecting with them in a wise and considerate manner. Reach out to customers with personalized messages that reflect their tastes and respect their time. And since a true conversation works two ways, encourage feedback. Studies show 98% of app users are likely to offer feedback when asked. So ask, then read the replies and respond to them!

Phase 5: Retention

Brands that practice the methods mentioned in the first four phases of this new funnel should gain customers with retention. This is the holy grail of mobile app marketing since it’s five times more costly to replace a customer than to retain one. But don’t rest on your laurels to do so. Make sure your customers return by communicating with them, send Push notifications, provide fresh content, implement loyalty programs, and offer app updates. As you know, app users like updates.

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