Welcome to Part 3 of our Mobile Partner Marketing blog series! In this series, we are tent some of the insights and information found in our newest e-book, The Ultimate Guide to Mobile Partner Marketing. Whether you manage an unite program or run marketing for mobile apps, this e-book can help you underpass the knowledge gap between the two to unlock their full potential.
In Part 1, we introduced the guide and outlined what readers can learn from it well-nigh mobile marketing and unite programs. Part 2 explains the similarities and differences between a mobile measurement partner and a partner marketing platform.
In Part 3 of our series, we’re reviewing the why behind the what of mobile partner marketing: why apps are hair-trigger to a program’s success. Let’s get started.
Why Mobile App Unite Program = Success
In short? Synergy.
As the saying goes, the whole is greater than the sum of its parts. A mobile app on its own can be valuable. An unite program, plane when run separate from other marketing efforts or in a silo, can moreover be valuable.
Real return on investment, however, happens when you put the two together.
While there are lots of benefits brands see when they combine the power of mobile apps with the guaranteed ROI of performance marketing, we think the following are the most impactful.
Closer Relationships with Customers
A huge wholesomeness to using mobile apps in your partner marketing strategy is stuff worldly-wise to foster better relationships with your customers. Push notifications, location-based marketing, and a wealth of personalization options make this possible.
Take push notifications. They are efficient, customizable, and unchangingly front-and-center on a smartphone user’s screen — unlike, say, an email that sits ignored in an inbox. This adds up to a waterworks that often outperforms email, the traditional nomination of brands for communicating with customers:
- In 2021, the stereotype email unshut rate was virtually 22%, while the stereotype push notification unshut rate was 28%. (Source: Campaign Monitor, Omnisend)
- A push notification sent to new subscribers in the first week pursuit app installation can increase retention rates by up to 71%. (Source: Invespcro)
- In 2021, email campaigns had an stereotype conversion rate of 0.1%, while 38% of people who clicked on a push message went on to make a purchase. (Source: Omnisend)
The depth of personalization that a mobile app can provide moreover brings programs and partners closer to their customers by helping to requite them increasingly of what they want. Using mobile app data like engagement and location, brands can tailor messages, share proximity-based offers, and suggest relevant content for smartphone users in ways that other channels can’t.
Better Experiences for Users
When it comes to user experience, mobile apps have technological advantages over mobile websites. It’s platonic for a user to be deep linked directly where they want to go in an app, instead of redirected to a clunky mobile webpage or left hanging with a wrenched link. This is why the mobile app ecosystem leads to both higher conversion rates and higher spending in apps when compared to mobile web. (One example: as constructive as push notifications can be, the click-through rate for in-app messages is 25–30X higher.)
Today’s consumers expect smooth, intuitive, native experiences when engaging with brands on mobile. Anything less, and you risk frustrating and ultimately losing your customers.
Historically, though, unite marketers have shied yonder from using mobile apps to their full potential. This is considering tracking links can introduce challenges when used wideness operating systems (such as iOS and Android) and experiences (such as mobile web to mobile app). Today, there are solutions and partners misogynist that can handle these and other app-specific challenges for unite programs. TUNE has integrations with all of them.
ROI that Proves Program Performance
The value of time U.S. consumers spend on the internet continues to rise every year. As it does, the gap between mobile device and desktop usage is widening, with a growing majority of time spent on mobile, and time on desktop steadily falling.
By 2018, retailers with shopping apps and mobile websites were once seeing their apps bring in double the revenue when compared to mobile web. What’s more, their apps were driving nearly as many sales as desktop and mobile web combined. By 2020, scrutinizingly 90% of all mobile internet time was spent in apps. In 2021, in-app spending increased 55% year over year, and e-commerce app installs increased 48%.
Too often, the unite programs associated with these numbers (and by extension, the marketers who run them) are not getting unbearable credit for their efforts. Fortunately, marketers can gainsay unattributed waterworks performance from mobile apps with technologies like server-side tracking. Adding flipside revenue stream to a program boosts its value, and proving the program’s contributions to the overall merchantry can help secure the upkeep needed to make it an plane worthier success.
Just like we said: synergy.
Stay TUNEd to See What’s Next
Whether you manage an unite program or run mobile vanquishment campaigns, this e-book will help you underpass the knowledge gap between mobile and unite to unlock their full potential.