In 2017, Nielsen, a globally-recognized behavior-tracking firm, showed that the ratio of the time users spend on mobile apps to the time spent on the web is 9:1. Specifically, 9 out of 10 times people are using their phones, they’re on an app.
Why is that?
People prefer the more customized UI and unique experience they get from using an app. Apparently because browsing the web doesn’t give that much ease and comfort. This is most likely because of the complex site UI features, which are not yet widely available for mobile phones.
How much should you pay for Mobile App Marketing?
So what share of your business’s marketing budget should be directed towards mobile app marketing? Well, to answer this question honestly: Some factors affect how much you should spend on mobile marketing. This includes your most rewarding marketing channel, which could either be SMS, your website, blog & social media accounts etc.
You are probably aware that not all marketing channels favor your business growth. But even if you don’t benefit much from mobile app marketing, this could be a great way to maintain a relationship with customers and complement your offline marketing strategies.
With this much exposure available via mobile channels, there is clearly not many reasons why a business should invest more in desktop-oriented ads than on mobile app marketing in 2018.
In 2017, ComScore already showed that all digital growth resulted from mobile users. That means in 2017, mobile traffic overtook desktop traffic. There are more and more credible sources to cite and give you data on why you need to spend more on mobile app marketing.
But let’s not mistake this – We are not saying you should concentrate 100% of your budget on Mobile app marketing. In fact, according to MarketingLand, users still spend about 35% of their time on desktop devices. So if you totally ignore this channel, you’re losing a third of the exposure you could get from desk-bound devices.
Mobile App Marketing – Best Practices
The desktop devices share of time users spend on computers is dropping, but so is the users’ tolerance for blasting ads in their faces. Most people describe this as annoying and invasive. That is not a reputation you want to be associated with your business brand. So…
What do you do?
You have to devise a very effective mobile marketing strategy that works best for your business. And to do that, you have to know if you’re actually reaching the audience you want to reach. A good place to start in acquiring this data is Google Analytics. If you use WordPress, there are free plugins that give basic insights of your web traffic – if it is more mobile than desktop.
With this data, you can structure your marketing strategy accordingly and decide clearly what share of your budget goes to what channel.
It is advisable to invest in the best-performing channel without ignoring the others. Because, inasmuch as their share (for example, desktop views) keeps declining, there is no sign that it’ll disappear completely into irrelevance.