Mobile Fluency Will Win the Race to the Business Customer

By Sanjeev Ahuja

Mobile technology has been a hotbed of innovation and a boon for entrepreneurs. New businesses targeting consumers have flourished, generating hundreds of thousands of jobs and billions of dollars. Take as proof the successes of gaming, e-commerce, and consumer publishing industries. Now that mobile has established itself as an essential channel in consumer markets, enterprises are harnessing its potential to help them win the race to the business customer.

Consumer Markets Have Committed to Mobile Technology

Console games have ceded their industry domination to mobile games. Dutch market research firm Newzoo predicts that mobile game revenue will reach $30.3 billion next year, an increase of $5.3 billion over 2014 numbers. iTunes alone is expected to rake in $4 billion for mobile games in 2014. By contrast, Nintendo earned $2.4 billion in 2013.

Analysis by Custora shows that, since 2010, the use of mobile devices to access e-commerce sites has increased to 37 percent from three percent of all traffic. Profit from mobile-driven e-commerce rose to $42.8 billion from $2.2 billion over the same period.

For its part, consumer publishing saw a 200 percent increase in digital readership from August 2012 to February 2013.

The mobile consumer market is firmly and viably in place. In January this year, mobile apps accounted for 47 percent of American Internet traffic, for the first time edging ahead of PCs at 45 percent. The remaining eight percent came from mobile web browsers.

Innovation Shifts to Enterprise

Innovation in the consumer market paves the way for similar changes in the business and enterprise markets and that transition is now occurring with regard to mobile technology. Forward-thinking enterprises and industries are already part of this transformation.

Australia’s 40,000 student-strong Deakin University built a mobile app to communicate with and engage its hundreds of thousands of alumni around the world. Any recent college graduate can attest to the alumni donation hustle. Deakin is keeping ahead of the curve by reaching alumni in an accessible, in-touch, and relevant format and using analytics software to measure which channels are most effective in engaging its global alumni population. As a result, the university can determine where to spend its time, effort, and money as it builds relationships with this important audience group.

Amway (producer of health, beauty, and home care products) and software giant Adobe both built mobile apps to track sales across their large distributed sales forces. Their apps also keep sales tools at reps’ fingertips to facilitate the sales process. By tracking representative behavior and mobile sales attribution, both companies are able to determine best practices and refine their sales forces.

Always the innovator, Adobe also built an app for its Behance network, which functions as a portfolio for creative professionals and as a talent acquisition tool for the creative directors looking to recruit them. Recruiters can easily take their searches on the road and pull up a portfolio on the spot, greasing the talent search wheel.

Opportunity for Marketers and Managers

Are you on board with mobile technology’s transition from consumer to enterprise? You should be—that’s where the next wave of opportunity is.

Because mobile is quickly becoming a vital component of business go-to-market strategy, enterprises will require people and technology to manage and drive mobile use as well as the creativity and insight to drive communication, marketing, and sales through mobile channels. Professional marketers, business managers, and newly-minted MBAs would do well to acquire an understanding of mobile, experience in mobile marketing techniques, and familiarity with the use of analytics to provide insight and to drive strategy and tactics. Mobile product development, marketing, and analytics should be an integral part of every executive’s toolkit. Mobile fluency will win the race to the business customer.

5 app strategies for acquiring and retaining members

By Sanjeev Ahuja

We chanted “finders keepers, losers weepers” as children, but this phrase seems more applicable now as grown-up organizations search for new ways to locate and maintain a loyal customer base. Member associations face the additional challenge of finding and keeping an audience that’s often still on an app learning curve. But instead of seeing apps as an obstacle, you’d be wise to use them strategically.

Cut your bottom line

In order to offset the resources you’re bound to invest in app development, it’s important to lower expenses first. Fortunately, today’s online environment allows organizations to opt out of printing costs by using mass email instead of traditional direct mail.

Use analytics

Before you can attract new members, you have to know where to look. Equally important is knowing which of your past marketing efforts have been most effective in targeting your audience. Gathering this information is key to determining the next step toward introducing your app to your audience.

Deliver content via apps

After using analytics to determine which information your demographic audience is seeking, convert this data into bait: attract new members by offering their desired content in your app. If you build it, they will come.

Direct users to your website

Once you’ve gained the attention of potential members with your content-focused app, direct them to your website so they can learn more about your organization and be hooked so they’ll sign on. But make sure your website has enough content to keep them coming back for more.

Grow internationally

Since the digital world is also a global community, apps provide a way to extend your reach. If your organization has already achieved its zenith at home, set out on a voyage of expansion with apps as your compass.

Recruit Oplytic for university and college recruitments

By Sanjeev Ahuja

Teacher’s Pet is something Oplytic has never been called, although the term may fit. Formerly known as eMagazines, our new name (Oplytic, not Teacher’s Pet) appropriately reflects what we do: help publishers as well as universities recruit, engage and track users for their mobile apps.

With students questioning the benefits of a traditional four-year education, competition to recruit and enroll them is fierce. Having access to technology that offers insights on how to acquire students—and keep them engaged through graduation and beyond—is an essential tool for educators.

Oplytic has the tools to help directors of enrollment and alumni relations:

  • Measure the effectiveness of their recruitment marketing
  • Place mobile ads to recruit students to download the university app
  • Reach international students
  • Save fulfillment costs via print publication opt-out
  • Engage alumni and measure behavior

By tracking and analyzing results, university recruiters can identify gaps in the process and adjust their mobile marketing tactics accordingly which can save time and money down the line. Our mobile analytics software provides an unbiased view of what methods of recruitment and engagement are most effective on a medium that is second nature to 21st century students and alumni. In the past, teachers were given apples. Nowadays, they need apps.