Ask the Experts: Four Tips for Nailing Mobile Success in 2017

Ask the Experts: Four Tips for Nailing Mobile Success in 2017

By now, anyone who hasn’t been living in a cave is well aware of the growth and adoption of mobile since the advent of the iPhone in 2007. It’s clear that companies can no longer afford to sideline mobile. It is not a channel; it is the channel. Enterprises have clearly got the memo and are investing heavily. In fact, IDC predicts companies will be spending more than $30 billion on mobility solutions by 2019. With that kind of spend, mobile strategies become major initiatives. And since it’s the end of the year, it’s time that many companies are working on these strategies, figuring out how to achieve mobile success in 2017.

We asked our mobile experts here at FollowAnalytics to provide advice about what to think about when making 2017 mobile plans. Here’s what they told us.

Ben King, Director of Customer Success

“Invest in mobile, both in the quality of the apps and the tools you use to understand what your users are doing.”

80% of mobile apps are deleted after the first use. You don’t get a second chance to make your app a compelling, useful tool for your customers. By not properly investing in the quality of your apps from the beginning, you might as well be writing checks directly to your competition.

Furthermore a powerful mobile analytics solution will allow you to understand usage patterns. This gives you the ability to create effective onboarding plans, find ways to shorten conversion paths, and identify problem areas.

To get a quick view of how analytics can provide at-a-glance insights that help improve your app, watch this two-minute video.

Antony Gardez, VP of Product

“Leverage your customer knowledge from any system of record to better serve their interests. Build bridges between your channels and tools.”

Today, companies cannot afford to silo data. Customers expect a consistent experience across whatever channel they use to interact with you. Uniting data means you have the ability to draw from personal data, past purchases, customer service records, social media shares and any other customer data, to build rich, personalized journeys.

To dive deeper into why tying together backend data is critical to properly executing omnichannel marketing, check out our Mobile CRM Survey Report.

Samir Addamine, Chairman and Founder

“Look for solutions that use machine learning to optimize content delivery to the right segments.”

Once you’ve tied together your back-end systems, and are capturing usage info about your customers, your team may find that there is simply too much data to be actionable–at least not by humans. That’s where machine learning and AI can come into play.

It’s unreasonable to expect a human team to map out every possible optimal customer journey that takes into account signals like past purchases, cultural and geographic factors, time of day, and so, on. By automating the process of testing content and serving it to the right users, an intelligent system can learn and continue to make predictions based on these learnings. And the longer it runs, the better it gets.

Want to explore more about how enterprises can leverage machine learning for mobile marketing? We have a two-minute video, here. Or for even more detail, watch our on-demand webinar, “The Self Driving Campaign: The Future of Machine Learning and Mobile Marketing.”

Carl Theobald, CEO

“Build your mobile app with your most loyal users in mind.”

comScore reports that time spent on mobile devices has more than doubled since 2013 and 87% of that time is spent in mobile apps (versus mobile web), but the number of apps being used is staying fairly consistent year-over-year. People pick a few apps that they love and stick to them.

Focus your investment on retaining loyal users and strengthening relationships rather than gaining sporadic users through acquisition campaigns.

Consider an example of someone who rarely flies. They may not invest in downloading the airline’s app when they can just print an occasional boarding pass. But to someone who travels frequently, airline apps are trusted tools which streamline trips and save valuable time. It would not make sense for airlines to run a huge acquisition campaign to get infrequent travelers to download something they’ll rarely use. Investing in usability to help the customers who use them most (and spend the most money) will go the furthest towards ensuring LTV.

To dig into tactics you can use to use mobile to build loyalty, you can read the take-aways from our September meet-up.

Tying it All Together

As you look to 2017, we hope you can leverage this advice to nail mobile success. Know your audience and how to communicate with them through powerful analytics. Tie CRM and systems of record together so that information can flow seamlessly. Look to machine learning to help you sift through big data and get the right messages to the right people. Focus on retaining your top loyal customers over artificially boosting downloads with one-time users. If you’d like to discuss any of these tips in depth, drop us a line. Our mobile experts will be happy to help!

Amy Abascal
Head of Corporate Marketing at FollowAnalytics
Amy Abascal heads up Corporate & Americas Marketing for FollowAnalytics out of their San Francisco office. When she's not focusing on funnel optimization, you can find her hanging out in the SF Mission district with her dog and a pair elderly cats. She loves cooking, wine, gardening and welding big art.
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