Are mobile app technologies the latest B2B flash-in-the-pan, or could they actually help enhance your business’ mobile marketing efforts?

More importantly, is your B2B mobile marketing sophisticated enough to demand an increasingly valuable piece of real estate: that always-on mobile device in the pocket of your customer.

MOBILE APP MARKETING: TRACK, MEASURE AND EXECUTE

By monitoring the demographics and behavior patterns of the customers you are trying to reach (as well as their sources), you can increase your level of targeted optimizations, and the more successful your mobile campaign can be.

Behind the rush to develop and market apps is a belief that they may be some of the cleverest advertising devised. That’s because people voluntarily choose to download mobile app technologies to watch and share content.

But let’s say you’ve done your research, parsed your budget, and developed your B2B mobile app. It’s launch day – now what? Follow these three steps to ensure you maximize the return on investment of your mobile app.

1. USE SOCIAL MEDIA TO PROMOTE MOBILE APPS

Because many app downloaders prefer recommendations from friends, family and peers, technology marketers should think about how to use social media channels as much as possible to promote apps to users.

 2. ANALYZE YOUR MOBILE DATA

You can spend a lot of time doing competitive analysis, but ultimately metrics that come from your mobile app technologies and your website should be what guides your decision-making.

People spend time online and leave a digital footprint that data mining systems can track. Advertisers can then profile nearly every user in terms of preferences, habits and demographics that make targeting even more effective and efficient.

3. MONITOR YOUR DIGITAL REPUTATION

The most effective competitive barrier in high tech is the perceptions held by customers, prospects and stakeholders. Are you monitoring your reputation by reviewing comments on your app? What about your social media platforms?

REACH MOBILE BUSINESS BUYERS

Mobile app technology maximizes opportunities for reaching users 24/7 — empty pockets of time allow users to engage with your brand. Businesses that develop branded apps overcome challenges created by the rapidly declining influence of mainstream media for brand advertisers. Users talk to the brand, not the other way around, through apps and other digital media channels.

The ability to customize a specific message to a specific person at a specific moment is within our grasp, but the process can be complex. After all, digital isn’t just one channel.