Four Mobile Marketing Actions You Should Take
As more and more consumers use mobile apps in their daily lives, mobile marketing has become vitally important. We have seen the huge rise in consumer and company adoption of mobile and its impact on mobile marketing. If you continuously lose customers whom you connect with via mobile apps, here are the specific actions you can take to stop that from the different perspectives including product, customers, mobile experience, and competition.
Identify the problem in order to develop solutions to solve it:
From the product perspective: Is your offering still what your customers are looking for? Have you changed marketing strategy for this product (promotion campaigns, price, etc.)? If yes, what are the impacts of the change?
From the customers’ perspective: Who are the customers you just lost? – Their demographic info, company info, their history with Chase (are they loyal Chase customers or just deal seekers? You would have a more serious issue if they used to be loyal customers). You may want to really understand this segment in-depth via their mobile footprint, behavior insights, and customer research; look for the trends & insights.
From the mobile experience perspective: What is the mobile traffic trend? What are the mobile traffic sources (organic, direct, paid, social etc.)? Has the mobile traffic to only this specific product page or to multiple product pages gone down? From only one specific traffic source or all the traffic sources? What is the conversion rate of revenue/mobile traffic? What is the conversion trend with time? How does it compare to last month, last year? How does it compare to the conversion rate from other product business (did the conversion rate for only this product go down or did the conversion rates for multiple products go down all together)? Have you seen the same trend from the web? What is the conversion rate for each step of the purchase process? Have those conversion rates gone up, i.e., have you lost more customers during the purchase process? If this is the case, then are you providing the optimized mobile experience? It could be an easy fix, you just need to improve the mobile navigation experience, and make it as user friendly as possible.
From the competitive perspective: Have your competitors offered a similar product with better features, lower price, etc.? What is your competitions’ mobile marketing strategy? Have they changed their strategy recently? What promotions have your competitions offered recently? What are the impacts of these changes on your business?
You may also want to identify the customers you could potentially lose in the near future who have a behavior pattern similar to the customers you lost, and develop a target nurture program specifically for this group to prevent further business loss.
CONTACT US NOW to learn more about how we can help you stop continuously losing customers whom you connect with via mobile apps!