The Challenges Faced By Mobile Marketers

Mobile users have quickly adapted to using these devices in almost everything that they do. While this is great for the industry, it makes it hard for mobile marketers to keep up. These marketers not only need to keep up with the changing desires of their customers but at a speed that has never been seen in marketing ever before.

A few challenges are more prevalent for mobile marketers than others. Here are the three biggest issues they face in the market today and how these issues can be solved.

The Competition Is Fierce

The hypercompetitive market of the mobile marketing world makes it difficult to cope and makes the cost per install (CPI) higher. The industry is flooded with apps with over a million being offered through Google Play and Apple’s App Store. This is not surprising when you consider that stores like these receive over one thousand submissions of new possible apps every day.

From these numbers, analysis has found that the most competitive app category is games. The number of active games that users can download is nearly 400,000. The second most competitive category is business though it only has about half the number of active apps that games has.

The number of apps is only increasing and so is the cost per install. This number is growing along with the number of downloads available. Discovering an app organically is something very rare. This is why developers need to use paid installs, which are achieved via marketing. This highlights the rising costs as they are connected to the growing demand.

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What do the growing costs mean for the company acquiring new users? It means that since the cost is almost always increasing, the company will spend the same amount of money for fewer users. If they would like to maintain the number of new users that they get each month, then they will need to increase their spending.

How Do We Solve This?

It can be assumed that the trend of growing demands and growing costs will continue for a long time. Mobile Marketers should use this information and all of the information available to them to address this problem and make decisions.

Ensuring the money of the company is spent in the most effective and fruitful way is where this begins. Companies should use a performance-driven business model that only charges the company for actual use rather than for the installation. This can be made a condition of spending with a network that runs it. If the network does not seem interested, then it may be a sign of the network itself having problems. If the network is having problems and cannot deliver users as promised, then it is probably time to cut ties.

Assessing the network completely can ensure that working with the network will actually pay off rather than be a waste of money. Activity can be measured after the installation has been completed and from there the usefulness can be assessed through the network.

Keeping Them Interested

Mobile marketers need to deal with the problem of retention when it comes to their users. They need to ensure that the app is changing and growing to fit the needs of the users. Marketers need to be in tune with what the app is being used for and how to ensure it continues to keep the attention and the interest of the users.

It is incredibly common that users will download an app, open it and play with it once and then never think about it again unless it comes time to clear some room on the device. Through analysis, this is thought to happen roughly with around 20 percent of users. Although downloading and installing an app is part of the process, it is not enough to keep a business going. The app needs to be downloaded and used for the company to make any money.

The Solution

There are ways that mobile marketers can see how many users, based on percentage, return and continue to use the app. This gives the marketers a general idea of how much they need to adjust in order to take that number from whatever it is, to being closer to 100%. This can be found by carrying out a cohort analysis.

From there, the marketer can use visual analytics in order to understand better how the users are using the app and how often. Essentially this helps to understand the general use. Analyzing each aspect of the user’s experience can help to pinpoint the areas that could be improved. Once these areas have been improved, then the percentage of customers that are returning or frequent users will certainly increase.

Note: There are important advertising-related fixes you can make to measure retention-related in-app events to know who the loyal users are and then connect them back to the networks that acquired them.

The Downsides of Linking an App

When an app download screen comes up unexpectedly and interrupts what the user was doing, it is not likely that they will just go with it and download the app. This disruptive linking happens at random times and can even come up when the user has already downloaded that specific app. In whatever scenario this happens, it can be detrimental to the app’s success.

How Can This Be Fixed?

Deep-links is something that mobile marketers can use in order to remedy the problem. These links will allow the user to be directed to their desired screen once the app has finished being installed. This kind of link, like many others, can also help to save user information, which can create an even more positive experience.

The seamless transitions deep-linking provides makes it easier for the user to navigate and get the information they wanted. This is something that also enhances their experience.

Mobile markets that are better able to focus their work on the mobile user experience and how the app is really being used will better be able to craft their app to be more competitive, keep users loyal and provide meaningful and useful links.

Artem

Marketing Expert