3 Ways to Improve Mobile Marketing Campaigns

The mobile marketing landscape by next year will generate $400 billion compared to just $139 in 2012, according to a Pew study.

So how can marketers get a piece? The first step is ensuring you find mobile apps as a necessity.

"I think the thing on the top of most mobile marketers’ minds right now is ephemeral messaging apps and how to take advantage of that new trend to get in front of potential customers," said Cobi Druxerman, co-founder of Taplytics, a native mobile development and optimization platform. "This presents itself mainly in the form of apps like Snapchat and the newly released Secret. But, this isn’t the trend that I think will provide value to mobile marketers today or in the future."

We've come up with three things marketers can do to improve their mobile marketing campaigns, with the help of Druxerman.

In-Stream Advertising

Facebook is the platform that made this model successful. It is driving the vast majority of its revenue growth, Druxerman said, and what has made their mobile product profitable.

"This form of advertising is proving that by migrating away from the use of static banner ads and giving your ads context within the stream of data in an app you can get far more engagement out of your ad buy," he said.

Offline-Online Mobile Experiences

Apple's iBeacon and NFC are bridging the gap between the offline and online worlds. They allow, Druxerman said, mobile marketers to create rich campaigns that touch their customers’ lives in almost unlimited ways.

"Taking advantage of these new technologies," Druxerman said, "can allow marketers to drive more engagement and create deeper connections with their customers."

A/B Testing and Personalization

A/B testing and personalization of the native app experience enhances and ties together the first two areas of focus. Marketers that make use of the native APIs in mobile apps can personalize their messaging and presentation to each unique customer.

"This combined with in-stream advertising and offline touch points, can make the transition between different mediums completely seamless," Druxerman said. "In effect these new tools are giving power to mobile marketers to speak directly to customers in a way that has never been possible before that allows real-time changes to apps."

Title image by OlegDoroshin (Shutterstock).