Use your App Data to Find the Right Time to Connect with Customers
While the number of people who access your site via mobile device steadily increases, desktop visits are slowly reaching a plateau. It’s time you reviewed and redesigned your mobile site to keep your customers from swiping over to your competition.
Your customers are expecting you to interact with them on their mobile device and gone are the days when people spent their time scouring your website looking for a good deal. Digital media access via mobile device has surpassed desktop viewing by 9% (51% vs. 42%) and 80% of smartphone users check their phone within 15 minutes of waking up in the morning.
It goes without saying, then, that failing to impress your customers with a lackluster mobile site or a less-than-responsive app may be your business’s downfall. Google reports that 61% of people will not return to a mobile site that was troublesome and 57% of users will not recommend a business with a poor mobile site.
If your audience is unsatisfied with your mobile experience, they will simply look to your competitor who appear more modern and relatable because they have streamlined their app. So, what can you do to maximize your brand’s mobile potential? You already have the answer in the numbers of your mobile data which can tell you when people are accessing your content, which messages are trending, and how long people were engaged.
63% of marketing messages are sent at the wrong time, but this is no longer an excuse as mobile data can tell you exactly when your customers are most likely to be using their phone, when they have been engaged with your business in the past, and the right message to send. The typical American, for example, is most engaged with their device after dinner and not during their lunch breaks when most marketing messages are sent.
People spend up to 85% of their smartphone time using apps, yet 3 in 10 users will stop using an app after its first use. What this means for a business is that, once an app is downloaded, there is an incredibly short and meaningful window in which to capture an audience (a term known as “onboarding”).
This is also the perfect time to ask your customer to opt in to push notifications (which is essentially direct contact with your business) so you can increase engagement. Although only 42% of people allow smartphone notifications, their use as a marketing tool is unparalleled as they have an open rate of over 90% and 65% of people who allowed push notifications returned to the app after 30 days as opposed to just 19% who did not allow them.
By 2019, mobile advertising will represent an unprecedented 72% of all US digital ad spending so right now is the time to truly learn who your audience is, build a better app, and engage your customers on their mobile devices when it matters the most.
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