Mobile Marketing Strategy

5 Keys to a successful mobile marketing strategy

The Recify Mobile Marketing Machine……

Are you reading this on your mobile phone?

Enough said….consider how much screen time you spend on your phone vs. your desktop or laptop!

In the middle of 2013 the number of mobile users surpassed desktop users globally. It is estimated that by the middle of 2016 there will be over 4 billion mobile/tablet users and less than 1 billion desktop users. By 2018 it is estimated there will be 16 billion smart phones, tablets and devices that use mobile apps.  After all - mobile is all about “apps.” 

The trend towards mobile and tablets has been on an exponential trajectory for the last two years, and now it is the most popular way to interact with others. Be it social interaction, search interaction or just entertainment - mobile is consuming everything. As a business owner or marketing manager you must be asking yourself, how does my company keep up with this trend? How do we market directly to consumers who are staring at their mobile phone? 

With consumers opening less than 3% of solicitation emails from companies, what is the next “wave” of marketing strategies to consumers?

The answer is obvious – the mobile app. 

Here are 8 facts* about Mobile / Tablets that you may never have considered:

  1. 90% of internet users own a smartphone
  2. Apps account for 89% of mobile media time
  3. 72% of companies integrate mobile marketing into their overall marketing strategy
  4. 58% of consumers start mobile research with a search engine
  5. Tablets account for the highest add-to-cart rates on e-commerce websites at 18.5%
  6. 67% of users say they won’t recommend a business with a poorly designed mobile site
  7. 83% of mobile users say that a seamless experience across all devices is very important
  8. Mobile email opens have grown by 180% in the last two years

So, here are 5 keys for your mobile app to become a marketing machine:

[Note the goal – keep your mobile app front and center on your customers’ phones.]

1.  Functionality

Functionality leads to engagement. Engagement leads to loyalty. Loyalty leads to trust. Trust leads to returning customers and SALES

Incorporating the right functionality into your app gives customers reasons to keep the app on their home screen. However, make sure to steer clear of having a “brochure app.”  Your app must engage your customers!  For example, connect your app to your responsive website and allow your customers to book events, donate, schedule a class, take a class, rent, buy, even consign. Keep your customers engaged with your business with revenue generating features. Other native phone apps and functions should be integrated with your business app, such as direct-dial app, directions to your business or event linked directly to maps, tip calculators, score keepers. These functions keep customers engaged.

2. Loyalty / Coupons

Offering a loyalty punch card, a way to earn credit toward a milestone, or a geo fenced coupon, excites your customers and keeps your app on their phone. Loyalty and coupons drive customers into your store, and when they arrive they can get a “treat.” Geo fenced coupons or geo fenced “find a product” features are the future of retail, bringing in your customers and allowing them to find products in your store quickly, all via your mobile app. This keeps you on their phone and relevant 24/7.    

3.  Communicate 

Two way communication is essential. Customers must be able to contact you quickly and easily. One touch dialing and/or a “contact us” feature are all essential for customers to continue to use the app. You will want to communicate with them through a messaging center or push notification.  If done wisely, customers will opt in to categories that interest them. Creating a way to segment your customers allows you to market directly to them with relevant information they care about. Send a text message, URL, or even a flyer with a phone-scannable QR code. The success of your mobile marketing depends on how well you segment your customers and send relevant messages to them – messages that interest them and motivate them to read and act on your message.   

4.  Socialize

Social media and marketing was energized by Facebook. Your app should allow your customers to fully engage in your social media. Your app is the one place they can find all your social websites – Facebook, Twitter, Pinterest, Instagram, Youtube, and many more. Your customers must also be able to share likes, comments, and recommendations about your business and your app on their social media sites and accounts. An in-app chat wall allows for social interaction between your customers making your mobile app relevant to their diving and therefore they will use and keep your app and business on their phone. Additionally, in-app customer reviews, surveys, and other social engagement build customer engagement. 

5.  Analytics

How can you play any game without knowing the score? Understanding every interaction your customers have with your mobile app will help you understand how to further engage them, build the functionality, and ultimate earn their trust, leading to increased sales. A full suite of mobile app analytics allows you to see who is doing what on your app and allows you to measure which promotions, loyalty programs and app features are most effective.

We truly hope this article helped you understand the importance of mobile apps for your business and how mobile is becoming the most important marketing tool you can have in your arsenal. For more information on Recify’s mobile app solution contact us at or 1-844 RECIFY1 (732-4391)


* As published by 2016 Social Media Research Today