The Mobile phone is in Media Futures opinion the most powerful media tool to come along since the advent of television. In this third post of the Mobile series here some more tips to maximise your value from this clever medium.
1. Mobile payment options make it simple
Consumers want ease of connection and will switch you off if it's just too hard. How many times have you simply clicked off because it was annoying or led you to something you simply don't want? Chances are quite often. They want their interaction with your brand to be as easy and fast as possible, so if you are not making payment accessible to them through mobile chances are you are missing out on a sale. In most cases they are happy to pay for it on the spot. Such is the immediacy of this media tool. Consumers do not want to spend long periods of time scrolling through your website looking at unoptimized payment pages with check boxes and buttons that are boring to navigate -- the new breed of consumers want to be able to pay on mobile and receive their goods in a timely manner.
2. Using survey apps to get a better sense of what your customers want
Mobile phone users are looking for something to do. Have you ever observed them on a bus, in a train or sitting around with nothing to do? A survey app is something that can help the mobile user make money and supply you with low cost data.Offer consumer a financial reward for completing your survey or supply credit points off the next purchase. The app survey can be used to market new products and services and add to your product development process. Offering these as an app is a simple tool that is likely to yield more responses than traditional methods. Make it a short survey , say up to 5 questions and make the consumer feel special for helping you out. Loyalty can come in many different ways.
3. Using Cost Per Install (CPI) advertising on Facebook and Twitter ads
To make your app come to life make it attractive. Millions of apps never get opened. Who needs another app? You don't, unless it is meaningful or is an app that brings at the customer some form of value. Millions of apps sit in the app store with little to no users. Just another attractive button that never gets clicked. The app store ranks apps based on how many installs they get covering quantity and timeliness of downloads in date order. The majority of app owners don't have a marketing strategy to drive installs, they hope for the best. Having a compatable media partner either online or in main media promoting your product or service can assist. Yes this costs money but you are building awareness for something which may be well and truly buried. Online gaming companies are particularly aggressive in this area and the mobile phone is ideal for their customers. App owners can also leverage Cost Per Install (CPI) advertising via Facebook and Twitter ads to drive installs and increase app store rankings. No install = no payment. Lots to think about here. Your app must be promoted to be successful.
Media Futures regularly updates items of interest to advertisers and marketers. This series on the mobile phone is timely and has urgency if you want success and not just another good looking mobile phone communication that creates interest but has no traction. If your Media Policy, Media Strategy, Media Planning and Media Buying are in need of an update, Media Futures recommends you seek out an independent media specialist.