Mobile Marketing: 3 Challenges You’ll Have to Overcome

POSTED: December 6, 2017 BY: CATEGORY:

As a marketer you can no longer afford to ignore the opportunities offered by mobile. While mobile marketing used to be an optional extra, now it’s a necessity but it does come with a certain number of challenges.

According to Proscape, there are almost two billion tablets and smartphones in use around the world and app usage rose by 76% last year. Mobile apps have never been so easily accessible or widely used and this means that as a marketer, you need to be addressing the need for an app if you’re going to keep up with your competitors.

When you’re thinking about creating an app, you need to consider how you’re going to make your app stand out from the hundreds and thousands of other similar apps out there. Because so many organisations are now jumping on the app creation bandwagon, getting attention is one of the biggest challenges mobile marketers face today.

The best mobile apps provide a one to one personalised experience, are dynamic and responsive to users and engage customers wherever they happen to be. Mobile apps offer advertisers a unique opportunity to build relationships with their customers on a one on one basis and open the channels of communication.

The problem with many mobile apps

Unfortunately while a well-designed and well thought out mobile app can be a great marketing asset, many apps fall well short of the mark. Poor functionality, bad design and no personalisation are all common issues and they can be detrimental to the reputation of your brand.

There are three things that successful apps all share and these are personalisation, speed and value. To make sure your app pays its way you want to ensure that it provides specifically targeted content, is valuable or useful to the user and it’s fast and updated regularly.

The challenges marketers face creating a great app

There are a number of challenges faced by marketers when they are working on creating an app, and knowing about them ahead of time means you can put strategies in place to overcome these challenges. Traditionally there have been three main difficulties with app creation.

  • The complexity of technology involved. There are a lot of processes involved in creating an app and this means a lot of opportunities for miscommunication, delays and other headaches to appear.
  • Time constraints. Designing and creating an app can take months and if you’re not careful, the app can be out of date by the time it’s ready. The time involved also makes it tempting to avoid certain steps in the process, like extensive testing, resulting in a poor quality end result.
  • Cost of creating an app. Apps don’t come cheap and this can be off putting to organisations that don’t want to spend tens or even hundreds of thousands of dollars on a project that may or may not bring them results.

Fortunately, times are changing and now mobile apps are faster and easier than ever to create thanks to tools and technological innovations that make it cheaper to create fantastic apps for any organisation.

If you’ve always thought app development was out of your reach, take a look around at the different options available and you may be pleasantly surprised with what you find.

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#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.