5 Moneyballs of mobile marketing

I’m from the other side of the Atlantic, so I don’t know much about baseball. However, my favorite pastime, soccer, is getting rocked by statistics. Data is changing the way we look at the sport, and for the better.

The mobile marketing industry is also undergoing upheaval with a new Forrester-coined term called “mobile moments.” Put simply, it’s the interactions between you and your customers in their immediate context.

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If you’re looking to embrace mobile marketing, you have to think beyond the number of app downloads. Here are 5 Moneyball indicators to help you think mobile-first.

1. Mobile = brand reputation

If you are not treating mobile as the main point of interaction between your brand and your customers, you may be usurped by disruptive competitors who lead with mobile. Your reputation depends on taking a mobile-first strategy. Find ways to listen to mobile customers and take action:

• Ratings: What’s the overall perception of your apps?
• Sentiment: Which topics are trending in customer reviews and what are they demanding?
• Feedback in-app: Are your customers actually using the features you designed for them?
• Crash analysis: How reliable is your product?

2. Competitive app intelligence

There’s always alternatives to everything online, so understanding the position of your brand in its competitive landscape helps you market your strengths and address your weaknesses. Keep comparing your brand on mobile to your main competitors in terms of sentiment, marketing efforts, visibility, and promotion.

3. Customer-triggered engagement

The holy grail of mobile app engagement is when your app gives a customer exactly what they want, at exactly the moment they want it, in the exact location they need it. That intersection is actually possible with today’s mobile analytics plus smart marketing.

To get engagement right, look at the following KPIs and study them over time:

• Frequency of use, time spent with the app, and how different users engage.
• Link key business events in the app directly to your company’s CRM
• Likeliness of your users performing the conversion goals you have defined for your app
• Push notification opt-out. Low relevancy or incorrect context will frustrate users, and they will stop listening
• Uninstalling the app. The worst case scenario — your customers may feel irritated or angry over irrelevant messages

4. Mobile moments monetization

You can’t just engage with customers. The whole point is to monetize the mobile moments. You have to find the balance between engagement and getting customers to take action. Use some of the following indicators to test your marketing efforts:

• Are they buying your products?
• Are they becoming part of your ongoing sales cycle?
• Are they becoming advocates for your brand?

5. Invest by the numbers

Most marketers today are taking money from their digital marketing budget and applying it to mobile. According to the Mobile Marketing Association, brands should be investing 25-30% of their marketing budget in mobile marketing, but it’s currently relegated as an after-thought. None of the above indicators can happen if you don’t make a strategic investment in mobile marketing. Now’s the time to stop being a spectator and get in the game.

Developing a strategy around these 5 Moneyball metrics will let you discover those mobile moments that will be game-changers for you and your customers.

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Samir Addamine, CEO of Followanalytics, will be joining other senior execs at Mobile Summit and participating in one of the fireside sessions focusing on brand stewardship in a mobile world. More details on the sessions at Mobile Summit and be found on the event’s agenda page. Space is extremely limited — we’ve only got seats for a total of 180 executives — but it’s not too late to apply for one of the remaining seats.