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Posts in category The Mobile Ecosystem

Mobile Engagement 101 – Segmentation and Targeting, Not all users are the same!

Mar14
2013 Written by Einat Dror

As a mobile app publisher or a developer you must be enjoying the fact that your app is in your users’ pockets everywhere they go and by their side when they go to bed at night.

Are you really?

You have a great app, the users are adding up, you’re gaining traction but are those users returning to your app? Are they purchasing any of your goods?  Will they remember they’ve downloaded your app a week from today?

The average app lifecycle is getting shorter and you might not be in the same place on the app store charts tomorrow morning.

You already know that 80% of your business success depends on 20% of your users thus you must maintain and retain those users carefully in order to survive in this crowded market.

In the following posts you’ll be getting some awesome engagement tips to maximize your users’ life time value.

Today’s tip is all about:

Segmentation and Targeting – Not all users are the same

Mobile marketing is no place to “spray and pray,” the insidious practice of firing before you aim that blighted last-generation marketing. You may have gotten away with this with other marketing tactics, but the intimacy of the mobile relationship will quickly show you for what you are. Spam may be the unwanted houseguest in your e-mail inbox, but it’s nothing short of forcible entry on your mobile device. Put the customer, not the offer, at the center of the universe.

Know your users –

By understanding your users’ behavior, location, and spoken language and by even asking them what they need you’ll be able to get yourself a high advantage when actually providing them with what they want.

A personal approach will always get your users closer to the app affection you’re looking for. Segment your users by the right parameter and target them in a more personalized manner, for example:

  • Your Spanish speaking users are expecting to receive a message in their spoken language.
  • Your most active users are expecting you to send them a “Thank you” message every once in a while or a special promotion just because…

Know your users and start treating them differently – a proper engagement will lead to a longer cycle and higher mutual value.

Posted in Best Practices, Engagement, How to - Tagged , , , ,

Mobile site vs. Mobile app

Mar28
2012 Written by Einat Dror

In the past few months I’ve stumbled upon many long and endless debates over what should be a brand’s mobile strategy. Some decide based on costs and others prefer looking into the future (and into some interesting graphs) to understand where the mobile ecosystem is going.
There’s no doubt we are now slowly leaving the “old” world wide web into a new horizon which may change the way we consume, communicate, learn and evolve as human beings.
I believe we shouldn’t take a stance in the ongoing debate of Mobile site vs. Mobile app since there’s no reason for those two to clash. A growing visibility will only increase brand awareness and reach a larger amount of your target audience.
Although, if you need to choose 1 out of those 2… make sure you make a small research before starting your own conversation over the social networks.

Your choice should depend on your goals, if it’s becoming a part of this crazy growth, increasing your in-bound marketing effectiveness, increasing engagement, strengthening your brand loyalty and taking a longer shot into the future… the answer is clear.

Check out some interesting mobile facts below:
• 51% of consumers say “ok” to ads if the content is for free. (Nielsen)
• Two-thirds of time spent on mobile devices is spent on mobile apps while one-third is spent on the mobile web. (Nielsen)
• Consumers spend 9% more time, on average, using mobile apps than on web. (Flurry)
• 22% of android apps are paid vs. 60% Apple paid apps (Gigaom)
• 91% top 100 brands have mobile app presence; each brand owns an average of 24 app (Distimo)
• Only 27% of top brand apps use apps to monetize while the rest use for engaging (Distimo)

In conclusion
No need to be an expert to expect a fast pace growing app market with a promising future and endless opportunities, every new idea could be another newly discovered blue ocean.
Take advantage and make the right decisions for your company.