How to Ramp Up Mobile ROI
There's no debate about the importance of the mobile channel to the marketing industry. Mobile is 24/7. Mobile devices follow consumers to the office, on errands, to the dinner table, and even to bed. According to Yankee Group's Mobile and Connected Devices Forecast and Monitor from January 2014, there are already more than 195 million smartphones and 80 million tablets in use in the U.S. Those numbers are expected to grow to 250 million and 280 million by 2017, respectively.
While initial mobile marketing efforts were focused on the mobile web, we now know that 60 percent of users’ time on their connected devices is spent with mobile apps. In order to make the most of the mobile channel, companies are increasingly working to optimize branded mobile apps and drive customer engagement through the app experience.
Yankee Group believes there are four forces driving investment in improving mobile customer engagement. First, there's a new category of mobile consumer. These always-connected users demand applications that are constantly updated and personalized. Second, there are new kinds of mobile experiences. The old paradigm of one-way customer communications has given way to an expectation of two-way interactivity. Third, new technologies are transforming app development. The same capabilities that have brought agility to marketers on the web are now being introduced to the app environment. And fourth, mobile apps are creating new opportunities for sales and marketing. In a 2013 survey, 90 percent of consumers expressed interest in mobile coupons and mobile shopping.
In order to put mobile app investment dollars to work, marketers need access to strong quantitative and qualitative analysis of app behavior, the ability to continually optimize the app experience, and a way to make changes that drive users to act within the app. Unfortunately, companies typically still rely on limited technology solutions. These include limited tools for app management and limited analytics platforms that offer incomplete insight into user behavior.