Source: Mobile report 2017-2-28 13:13

Beware: These 7 Sins of Mobile Performance Marketing Can Make You Regret Forever


Beware: These 7 Sins of Mobile Performance Marketing Can Make You Regret Forever




There was a time when marketers or advertisers had to shell out prior fees without actually knowing whether or not their marketing campaigns would be rewarding ultimately. But not anymore! Performance marketing has changed the entire scenario. It allows advertiser or marketer to pay the ad network only when they deliver successful ad campaigns.

 Targeting and real-time monitoring of ad campaigns are the fundamentals of performance marketing, making sure that the particular campaign meets it predefined goals. When done correctly, performance marketing results in win-win situation for both the ad network and the advertiser. Below are the deadly mistakes that must be avoided to become successful in today’s mobile marketing environment:

1.           Not caring to Hyperlocalise

Gone are the days when the aim for businesses was to go global. Nowadays, smart marketers are dedicated to find their best customers in their locality. Luckily, mobile devices allow marketers and advertisers to identify their consumers’ near exact location. Additionally, there are various tools that help to deliver hyperlocal advertisements, such as MeetUp, Twitter Search, Facebook ad tools, FourSquare and many more.

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 2.           Forgetting to do device targeting

Many marketers make the mistake of creating same ad campaigns for iPhone and Android users. Android users are categorically different from iPhone users and vice versa. Therefore, it becomes important to accumulate data on the inclinations of different smartphone users to be able to deliver relevant ads according to the needs of the consumer. However, marketers also need to make sure they craft content to target the right audience. Performance marketing offers better targeting and impressive return on your ads investment.

3.           Not following up with App install offers

The apps market is flooded with more than 2 million apps and new app debut every minute. Moreover, the App market is exceedingly competitive. According to eMarketer, marketers prefer to pay for install app campaigns to increase app download numbers. No wonder, app install ad revenue is likely to reach $7.1 billion by 2020 in the US alone.

But stopping at the app install campaign and not following up on post app install offers is a common error committed by app marketers. After all, post‐install events like in‐app purchases and app upgrades can help your business grow a steady bottom line.

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 4.           Neglecting App Store Optimization

App Store Optimization is a necessity if you want to improve your App’s visibility in App Stores. You need to understand that if you rank too low in an App Stores or your App shows lower than the top 5 results in keyword search, it quite likely that the users won’t find your app. For this reason, you must not neglect your App Store Optimization and help your App rank favorably in App stores. However, it is not the only factor that will keep your app at the top. 

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5.           Failing to tailor your ads for mobile environment

In mobile marketing, failing to customize your ads for the mobile environment is one of the major mistakes you can commit. As a marketer, you need to design and adapt your ads for a successful mobile ad campaign.

Mobile screens are comparatively smaller than desktop/ laptop screens. So it becomes important that your ad is tailored for the mobile format. Marketer must try to be breviloquent and convey important information using catchphrases.


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6.           Not checking other acquisition sources

It is essential to you broaden your horizons and diversify your mobile marketing strategies to improve your App download statistics. Furthermore, you shouldn’t make the common blunder of relying on the same acquisition sources as your desktop campaigns. Diversifying your acquisition sources will help you to gain more mobile traffic and increase your download numbers. By depending on just one or two sources, you may lose out on some great opportunities.

7.           Failing to optimize & to run A/B testing

Customer acquisition campaign will become obsolete without optimization and re-targeting. If you forget to run A/B testing, you are missing out on the opportunity to polish your ads for the better targeting of audience. You must consider updating your visuals regularly in order to keep customers engaged and to increase their interest.

It’s also important to keep up with the current trends such as, special promotions, New Year, Christmas, Valentine’s, etc. Likewise, remember to update your visuals in App store on a regular basis because that’s the storefront of your brand. Visuals directly impact the ROI of a mobile marketing campaign. Therefore, ensure to design visuals that are optimized for the mobile environment, it guarantees a good conversion rate.

Conclusions:

Ultimately, the correct alignment of technology, methods and people are responsible for successful performance marketing campaign. In this constantly growing market, campaigns must be carefully planned and run. Mobile marketing that is focused on performance and results can help you establish a steady business in this competitive industry. If you avoid the above seven deadly mistakes, you'll be able to unleash the power of performance marketing to engage your prospects and customers and improve current sales.



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