7 Signs You Need a MEM Platform
Mobile apps have been the wild west of the marketing world, but now it's time to bring some discipline to the badlands.
Companies that are having success with mobile marketing are the ones that are treating it with the same rigor as other communications strategies. Mobile marketing — more specifically, mobile app marketing — is different from outreach on the web or through email, but many of the same principles apply. You need to measure audience response, understand the impact of changes (big and small) and learn how to use the channel to drive positive business outcomes.
In short, you need the help of a mobile experience management (MEM) platform. This technology solution gives you the tools to design and execute app marketing strategies, starting with audience segmentation and moving through to data-driven analysis, message optimization and dynamic content publishing.
Don't know if a MEM platform is right for you? Here are seven signs that it's time to jump on the bandwagon:
1. You have low app ratings and/or user retention rates, but you don't know why. Are people using your app for a while and then giving up on the experience? If so, the possible reasons why are virtually limitless. It could be that navigation through the app isn't intuitive, or that people can't find relevant content. You could always guess at the answers, but if you don't actually monitor user behavior, you can't test your theories effectively or optimize accordingly.
2. You don't know the impact of app changes on your key performance indicators. There are analytics … and then there are useful analytics. It's one thing to know how your app is performing at a macro level. (Is it drawing in new users?) It's another to understand in detail how changes to your app impact user engagement levels and conversion rates. A MEM platform can provide granular insight into what works with your app, and what doesn't.