Important advice for determining a mobile marketing budget

With over £5.4 billion spent on mobile advertising last year in the UK alone, it’s clear that more companies are beginning to realise how essential mobile is in the current digital market. Thanks to the boom in smartphone sales, mobile has now taken over from desktop as the primary form of internet browsing and shopping for consumers. We’ve put together some tips to help your app business opportunity get the most out of its mobile marketing budget.

Create balance

This may sound obvious but creating an effective mobile marketing budget is all about balance. Mobile marketing is an important part of growing your business in the current market but it shouldn’t syphon too much revenue away from other important areas of the business. On average, businesses spend anywhere up to 12% of their revenue on marketing and the majority of this will be spent on mobile as this now stretches across most digital channels.

Monitor ROI

When the mobile app market first emerged, the common tactic was to simply bombard users with any and all adverts. However, times have changed and you will need more finesse if you hope to maximise revenue and increase conversions and downloads. It’s vital that you are monitoring the return on investment (ROI) you are getting from your mobile ad strategy and cross-referencing it against your cost per acquisition.

Think about ASO

Whether you’re releasing your app on Apple, Android or both, it’s important to consider app store optimisation when laying out your mobile marketing plan. The position at which your app appears on the market can have a big impact on how well you engage with consumers and how many you are able to convert.

Focus on remarketing

While it’s important to invest in marketing strategies that promote positive conversion rates, you also need to focus on engaging with dormant customers in order to maximise ROI. Statistics have shown that around 80% of mobile app users will never use an app again after the first three days of installing it. Therefore, it’s important to designate a proportion of your budget to remarketing techniques such as push notifications and email campaigns.

Invest in localisation

Recent market research has revealed that 75% of mobile consumers would rather purchase an app in their native language. This is an important statistic to consider when planning your mobile marketing budget. If you plan to increase conversion rates on a global scale, you need to carry out detailed research into local markets and devise tailored strategies for each region.