An overview by Sarah Di Mento, Australian Regional Director
As experts in the mobile space, we understand just how conversations with clients have shifted in the past decade. Mobile enables us to get to the heart of user behaviour and harness that insight to create effective, attention grabbing campaigns.
In our latest blog post, we delve into the art of acquiring users and aim to provide you with an understanding of the retention loop, following an event we recently hosted here in Sydney, Mobile Marketing MeetUp. Read our overview and key takeaways from the event below:
To app or not to app?
The answer to this question is quite straightforward, however for many brands this is often easier said than done. Understanding when you need an app is crucial; the optimum time is when a consumer desire and business objective converge. A successful app strategy will lie in the convergence of a business objective being answered and a consumer need or desire being met.
Whilst this may seem obvious, there are cautionary tales where apps have failed due to relying too heavily on either side of the spectrum. There are many considerations before you start any activity, which include defining success, tracking and having a holistic plan in place. To summarise:
- Define success and what it looks like for you
- Work out the best way to measure success
- Have a plan in place that identifies your short and long term goals
Acquiring users
To satisfy several business objectives it’s imperative to understand each channel’s contribution to the marketing funnel, from brand to acquisition. Acquisition is further broken down into intent led and prospective strategies.
There are several channels that we use when we’re acquiring users. Each of these contribute to a different stage of the marketing funnel, from brand response to acquisition and then through to retention. As a mobile-first agency, we tend to rely on a broader mix of solutions, rather than putting all our eggs in one basket. We would advocate not relying too heavily on one channel; instead, focus on harnessing a mixture of methods which will pave long-term success.
App Store Optimisation (ASO)
In its basic terms, ASO can be best defined as housekeeping. The idea with ASO is simple – you want to be ranking in the app for as many relevant keywords and phrases as possible. Increase your ranking for relevant search terms and you’ll attract a more qualified user to begin with. However, do bear in mind that results are not measurable in downloads.
To summarise the key points I’ve made:
- Mobile is now – don’t be left behind
- Apps represent engagement and permanence
- ASO is crucial to discoverability and will make your paid marketing work even harder
- Recognise and capitalise on the fact that mobile is a true proxy for the individual
- Our predictions for the future are driven by monopolisation of functionality
- We see voice-driven technology revolutionising the mobile experience.
Do you want to find out more about this subject? Then don’t hesitate to get in touch.
M&C Saatchi Performance is an award-winning performance marketing firm focused on driving measurable results for organisations in all industries. Feel free to get in touch with us about your new project.
