The know-how guide to Mobile Performance Marketing

The know-how guide to Mobile Performance Marketing
The know-how guide to Mobile Performance Marketing

Authored by Mr Saurabh Sangar, Founder & Director of Quantafi Digital

Technological advancements have laid an entirely different approach to connecting with prospective customers. The traditional ways of advertising and marketing will go redundant soon as the organizations are more customer-centric. The brands work for the customers to feel convenient and connected while communicating their needs. So they need to have an insight into the requirements of the consumer in terms of their behaviour. The best method to reach these prospects is smartphones, which are a tool for marketers to understand what a customer expects from a company’s products and services with genuine feedback. 

An average Indian spends 4.7 hours per day on smartphones according to App Annie, allowing the marketers to facilitate brand awareness and brand establishment. Therefore mobile is the fastest way a brand can reach a customer in a significant manner. Unlike traditional marketing, mobile performance marketing lets the brands track awareness of the campaigns and delivers the outputs in terms of conversions. Additional perks include tracking the user funnel, identification of consumer actions and parallel payment structure between vendor and marketer. Listed below are some steps to consider in mobile performance marketing for getting the best results out of monetization campaigns. 

Consider a friendly UI for the best customer experience (CX)

For a prospective customer to know and connect with a brand, there should be a platform which is easy to interact with. The crucial points to consider at this step is whether the product adds value to the life of the customer and is the platform is user-friendly for the user to communicate efficiently. There must be no hindrances while attending to the consumer, as they expect to be catered to quickly and responsively. The smartphone application must provide extra functions when compared to the website to enhance customer engagement. The application must be free of glitches and bugs to avoid any latency because it would lead to result in a bad reputation for the brand. The main objective to facilitate user-friendliness is to keep the user in the funnel and to elevate the conversions. 

KPIs must be pre-defined

While entertaining the customer on the phone, the brand must ensure they have SMART goals which align with the expectations of the consumers. As a part of the mobile performance marketing campaign, parameters such as user retention rate, cost per acquisition, in-app purchases or the number of downloads must derive the terms of success. These processes must be frictionless according to the organizational capacity and budget. Although if the organization is unaware of where to tap into this domain, they can partner up with digital marketing agencies, which can understand the business processes and devise appropriate KPIs to target a product or a service. With the help of these agencies, the organizations can entirely focus on their offerings and let these experts handle the creative, ad tactics and content. 

Establish data analytics for better insights 

After launching a successful mobile marketing campaign, there is a need to measure the performance. The acquisition rate can be analysed while comparing with the competition or the previous records. The data pool needs to be structured and streamlined to get better insights into how the strategies are working out. It can be incorporated with the A/B testing method to have a comparison ratio of what works and what does not. Another metric to analyse can be the conversions and customer lifetime value. The data collection method is what separates a successful mobile performance marketing campaign from a traditional one. The valuable insights from these results can be utilized in devising new strategies, which could align with the customer needs and help to attain maximum outputs as per the organizational standards. 

Ensure a better model selection for ads and applications

Mobile DSPs (demand-side platforms) can provide a pool of mobile ad supply with a programmatic ecosystem. DSPs can enhance real-time bidding based on conversion probability and target audience. The new age technology such as machine learning can be used to predict the most valuable customer. Another strategy that can be used is to incentivize CPIs to grow traffic over a small period of time. This method can also be used with the CPE (cost per in-app engagements) model for better results. Paid search ads can ensure the application appears at the top when the customer searches for a targeted keyword. 

All things considered 

For mobile performance marketing to work efficiently, there is a need for the business to understand its goals and objectives. Then the understanding of the customer is crucial to creating customer-relevant content for better engagement. The prospective customer journey can be tracked by the analytics to attain a perspective of the funnel. The success of the campaign must be measured in terms of KPIs which must be previously decided. The partners with which the brand is working for mobile performance marketing must ensure transparency in every process. Based on transparency, the organization can optimize their campaigns in the desired manner. The timing for catering to the customers in this strategy must be immediate and the customer must get what they are looking for in a hassle-free manner. The mobile performance marketing partner should create evergreen campaigns throughout the year to ensure frequency and stay appealing to the targeted audience. 


DISCLAIMER: The views expressed are solely of the author and does not necessarily subscribe to it.


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