The digital era has brought a massive media consumption shift. Majority of people are spending time on the internet through mobile devices, research conducted in 2018 has revealed that approximately twenty percent of worldwide media consumption is from the use of mobile internet. This is about five billion mobile users, and this number is expected to increase tremendously in 2019.
Singapore has similarly developed in the field of digital marketing with a higher percentage of business being conducted through the mobile internet. Recent research statistics in Singapore showed that about fifty-five percent of the population accessing the internet use their devices to search or purchase products. This proves the need to get into mobile marketing to try and sell your business brand to the demographic market. This article discusses how to reach your Singapore audience via mobile marketing.
If you want to conveniently and effectively reach your audiences via mobile marketing, you must change your marketing strategies.
Here are the five top most influential trends driving the adoption of mobile marketing.
Use of Mobile App
Research shows that about fifty-two percent of the total time online users spend on the internet is on mobile applications. This resulted to $88.3 billion revenue from app stores global mobile app and in-app advertising last year.
The current trend predicts that the revenue will rise through the years. More significantly, ninety percent of the digital media is consumed through mobile apps rather than mobile websites. Creating mobile-friendly websites is hence not enough to reach out to your audience. You need to target your audience where they spend more time, and that’s in mobile apps.
Integrated customer experiences and online purchases have risen to become game changers for marketers. According to research statistics, about eighty percent of people use their in-store smartphone as part of the purchase. This s a perfect opportunity for you to reach out to influence your target audience purchases.
Location Services and Geotargeting
Digital marketing encompasses delivery of right messages to the appropriate audience. Location services and geotargeting are gradually increasing as people adopt mobile marketing. They are essential in developing timely and more personal marketing in achieving a collect audience targeting. Most marketers are using geotargeting in unlocking amazing mobile marketing opportunities and giving high personalized shopping experiences to the consumers.
Augmented Reality and Virtual Reality
Augmented reality brings many applications on the table including social media platforms, location-based apps, mobile games, and online media streaming. Snapchat’s location-based augmented reality features hit the headlines in 2016 for its impact on consumer brand interactions. Marketers are adapting visual reality and augmented reality technology in a move to create massive audience engagement opportunities.
Video Streaming and Online Media Services
Video streaming and online TV through online platforms such as Amazon, Netflix, Hulu, and Apple TV are consistently becoming popular. Video streaming takes about an hour of online user’s time daily while broadcast TV captures about two hours. Users are adopting the use of mobile technology, and with time online media and video streaming will become a regular daily activity.
Here Is An Infographic To Explain Why Mobile Marketing Is Vital To Your Business
How to Reach Your Singapore Audience Via Mobile Devices
Have A Mobile Friendly Website
It is vital for your business website to be efficiently responsive and suitable to mobile device different screen sizes. For your business to be competitive in Singapore, you should at least have an accessible and useful website. A mobile-friendly site ranks your business higher on the search engine ranking and improves your lead conversions. You should make sure that your site has an excellent interface and load fasts. Online visitors will leave your site if it takes more than ten seconds to load.
Mobile Email Marketing Optimisation
Email marketing is of much significance in reaching out for mobile audiences as most professionals and internet users have email addresses by which they communicate. The ROI of email marketing has the highest return of about $38 per $1 spent. Statistics indicate that an estimate of fifty-seven percent email accounts are opened through mobile devices while seventy percent of non-mobile optimised emails are deleted. Make sure that your business website is well optimised for mobile users for more subscriptions.
Mobile App Investment
Mobile apps give access to full branding, personalization, customization, data insights, and branding. This is the reason that big brand businesses are investing in mobile commerce sites. To enhance your move to reach out to Singaporean mobile users, you should develop a user-friendly mobile app. The app will be useful in communicating personalized content about your business to your customers in a bid to build a strong relationship and loyal customers.
Use of SMS Marketing
Over 3.6 billion mobile users around the world can be able to receive text messages. This makes SMS the most reliable messaging system. Additionally, about ninety-eight percent of all the SMS are opened within three minutes upon reaching the user. This ranks it as the most efficient way to engage your customers who comply. Use of an SMS branded text will enable you to easily reach your customers in a more direct and personal manner.
Being Reachable and Visible on Social Media
Social media has the most substantial online media time consumption. Majority of Singaporeans spend their online time on social media platforms. It is hence vital for you to invest in social media marketing as your target audience is more likely to be available on them. You should establish your business brand on Twitter, Facebook, Instagram, and LinkedIn. Work towards personalising your customer experience and implement a social media strategy that will promote your efforts of reaching your Singapore audience via mobile devices.
5 Mobile Marketing Metrics that Matter the Most to your Brand
Mobile Marketing has proven to be one of the powerful ways of increasing sales. Just like other Singapore digital marketing strategies, you need to monitor the success that each campaign continuously gets to know if you are headed in the right direction. Changes in the digital marketing realm have rendered app downloads and ratings ineffective metrics of determining the success of an app.
These five mobile marketing metrics will help you to keep track of your Singapore mobile marketing campaigns as well as ensure that you make informed decisions every step of the way. For example, they will prevent you from investing thousands of dollars in a campaign that does not yield any results.
Average Revenue per User (ARPU)
Average revenue per user is the revenue that every active customer in your pool contributes to your company over a given period. It is calculated by dividing the total revenue generated within a given span of time (maybe one month) over the total active users within the same period.
Monitoring this metric on a monthly or weekly basis will help you to know if certain aspects of the app need to be tweaked. The data will also help you make better digital marketing decisions.
Cost per Install
Cost per Install will help you to know the amount of money that you spend to convince one prospect to download and install your application. This could be the cost of a customer who installed the mobile app after seeing a paid ad on Facebook or any other social networking site.
You can use CPI alongside ARPU to know the return on investment for your Singapore digital marketing campaigns. Ideally, for your digital marketing campaign to be effective, ARPU should be greater than your CPI
Unlike the two other mobile marketing metrics that we have discussed above, there is no definite formula for calculating engagement. In fact, engagement can only be quantified within the context of the mobile marketing strategy and the individual app.
In most cases, engagement is evaluated based on the phenomena of the target users using the app more frequently and for longer periods. Because this is a really tangible metric, you should consider other factors that are linked to it such as:
- Session length: The amount of time a customer spends on the app per session
- Session Interval: How frequently do customers launch the app?
- App Screen per session: How many sections of the app do the customer open per session?
- Interactions: Percentage of users who are prompted/messaged; percentage of customers who respond to the prompt
- Events Conversion Rates: Number of customers who take the desired action within the application
- Opt-ins: Number of customers for register to get additional notifications, features, and alerts
- Opt-outs: Number of customers who request for lesser notifications or alerts
Engaged customers have a direct impact on the success of your mobile application, as they are more likely to bring in more referrals by discussing your app with their friends and colleagues.
The data used to calculate this metric is collected by asking the users a direct question such as “Do you love this app? Customers can either say Yes, No or dismiss the prompt outright. It is calculated by dividing the number of people who are polled and responded “YES” with the total number of users who received and opened the engagement prompt.
Love Ratio is one of the most accurate ways of determining customer experience. Compare the results with app store ratings to know if the app is in line with the needs and expectations of the target customers. You can also track it over time, that is, you can use to determine how app updates influence the customer experience. It is also possible to use this metric as a segmentation tool to target different market segments with different ads.
Retention is the number of customers who continue to use the app actively after a given period. Aggregated retention is calculated as # of monthly active users/# of installs.
You can also calculate retention for a particular period as # of users retained at the end of one month/ # of installs at the start of the month.
The results will give you a clear perspective of your brand’s current customer base and app success. For example, your application may have accrued 50,000 downloads, but do you know the number of people who actually use the app?
Today, the majority of the online consumers are empowered. They can independently choose the products to purchase, where to buy and how to do it. They expect the business brands to have effective and convenient communications with them. Your business hence needs to adapt to these media change to establish a strong relationship with these prospective customers. Digital mobile use in Singapore has been incorporated in all social media and internet platforms. You must adopt the high rate mobile shift to reach your Singapore audience via mobile marketing and remain competitive in the market.