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Marketing Made Manageable


Consumers prefer convenient mobile experiences that add value to their daily life. The most successful businesses have already recognized that fact and adapted accordingly. Why? Because the future is mobile.

As of last year, two thirds of the world’s population was connected by mobile devices, and that percentage is expected to rise to 75 percent by 2020. Those figures aren’t insignificant. Quite the contrary, in fact. The implications for business performance are hard to overstate, so read on for more details.

Benefits of a mobile market

It should come as no surprise that some startups and small businesses continue to debate the value of a mobile app. The cost of such an endeavor often dissuades otherwise well-intentioned executives from taking the risk, but that would be a serious oversight. There are multiple valid reasons why a business might need a mobile app: having a well-designed mobile app can increase brand visibility, create a direct marketing channel, and cultivate loyalty through compelling user engagement. That could be especially beneficial for any organizations focused on experiential services (such as restaurants, universities, entertainment venues, etc.).

A fraction of leaders fail to realize precisely how a mobile app could aid their endeavors. Fortunately, there are lots of ways that small businesses can benefit from mobile apps. Experts stress everything from geotargeting and customer loyalty programs to seamless payments and CRM integrations (CRM being short for “customer-relations management”). In other words, it’s possible to utilize mobile apps to drive further business and enhance organizational productivity. The best-case scenario likely combines both outcomes, which not only lures additional customers, but also saves precious resources.

More difficult is convincing organizations to reinvest in a mobile strategy, especially after they’ve tried and failed to do so beforehand. Leaders with a poor grasp of the precipitating factors can quickly become unnecessarily risk averse. Unfortunately, that tends to suppress disruptive innovation in favor of seemingly incremental progress. Achieving the right balance is the key to sustainable business growth, but that doesn’t mean anyone has to do it alone. There’s a wide range of app development companies with the expertise necessary to realize a long-term mobile strategy. That being said, external business partnerships invite risks of their own that must be mitigated.

Outsourcing mobile strategies

Seasoned professionals can typically navigate the due diligence process with relative ease. Add the fact that success is sensationalized by the mass media, whereas very few business failures make the headlines in the same way. As a result, far too many people falsely assume that establishing a thriving partnership is as simple as relinquishing the keys and lettings things unfold without input. That is not a viable mentality.

Michelle Delgado at Clutch offered better advice when it comes to selecting the right development partner: “Choosing an app development partner is a crucial step in launching a successful mobile app,” she explained. “Consider [a firm’s] past projects, preferred work style, and commitment to a long-term partnership to find [one] compatible with your goals.” Utilizing this litmus test can easily narrow the scope of possibilities by eliminating poor fits.

Suffice it to say that when it comes to modern marketing, cultivating an effective mobile strategy should be a top priority. Iconic brands don’t debate whether or not to have one, but rather what the best strategies look like and how to implement them. Evidence suggests that consumers favor non-invasive businesses that interact with them appropriately while simultaneously delivering expected value. While it is no trivial undertaking, that doesn’t make it impossible, either. Ambitious companies might elect to spearhead the initiatives using their own resources. The more cautious counterparts with limited resources are likely to tap into external groups instead. Either approach can prove rewarding for prudent decision-makers.

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