Chapter 12
Mobile Marketing
MBAMKT677
▸ https://truelist.co/blog/apps-statistics/
▸ https://truelist.co/blog/apps-statistics/
Consumers Journey in Micro-Moments
-Not measured in duration of time.
-Moments in which a person turns to a device, often a smart-
phone, to gratify an immediate need for information or for action
-These moments are where you must accurately match
intent with content
Consumer’s Mobile Experience
▸ Consult Phones While Performing Task
▸ Many Use Phones In Store While Shopping
▸ Use Phones While Working Toward a Long-Term Goal
▸ Purchase Because Brand/Site Made it Easy
▸ Consumers Who Do Local Search Visit Store Within 1 Day
▸ Have Discovered New Product or Brand While Searching on Phone
What Makes a Good or Bad Mobile CX?
A Mobile Strategy is Essential
Designing a Mobile-Friendly Site
▸ Use Responsive Technology That Makes Web Design Mobile
▸ Simple Design and Navigation
▸ All Content Short and to the Point (Relevance)
▸ Design Forms for Mobile Use
▸ Use Geolocation Technology
▸ Easy to Find and Use Contact Information
▸ Fast Loading is Essential
▸ https://www.thinkwithgoogle.com/marketing-strategies/app-
and-mobile/principles-of-mobile-app-design-introduction/
Designing for Successful User Experience
▸ Be Sure Content is the Primary Focus
▸ Long Pages Requiring Scrolling are Not Friendly
▸ Use Menus That Make It Easy to Move Around
▸ Layer Content
▸ Main Points on First Page, Details on Secondary Pages
▸ Be Sure You Are Using Relevant Technology
▸ GPS, Click to Call
▸ Use autofill wherever possible
▸ Put the Call To Action on the First Page
Effective Mobile Content
▸ Know What the Audience Is Looking for/Needs
▸ ‘Interesting’ Is not the Criterion
▸ Map the Customer Journey
▸ Know What Device Used at Each Stage
▸ Develop Content for Each Micro-Moment
▸ Track the Performance of Content
▸ What Was Important at Each Stage of Journey
▸ Heat map of an eye tracking study
Local Mobile Ads Can be Powerful
App Retention
Average retention rate across 31 mobile app categories: 25.3%
on Day 1, and 5.7% by Day 30.
• Average retention rate Day 1 (iOS) – 25.65%
• Average retention rate Day 30 (iOS) – 4.13%
• Average retention rate Day 1 (Android) – 23.01%
• Average retention rate Day 30 (Android) – 2.59%
• The average app loses 77% of its daily active
users (DAUs) within the first 3 days after install.
• Average Month 1+ churn rate – 55%
• Average Month 3+ churn rate – 68%
▸ https://www.businessofapps.com/guide/mobile-app-retention/
Designing Effective Mobile Apps
1. User Task > App Features
2. Menus – Organized, Customer Terminology
3. Back Button > Back One Step, NOT Beginning
4. Use Auto-Detection of User Location
5. Seamless Transition to Website if Necessary
6. Prominent Search Bar
7. Search that Works Well
8. Easy-to-Use Filters and Sort Options
Review
▸ Mobile phones are center of digital activity
▸ Micro moment
▸ Excellent/satisfying CX Is Essential
▸ Mobile-friendly sites, relevant content, ads that are tar-
geted & personalized, incorporation of social media
▸ App retention not good
