Article originally published in August 2016. The latest update in August 2019.
A mobile marketing agency has become a “must-have” for companies seeking mobile success. As our world has become increasingly mobile-oriented, the role of the mobile marketing agency has expanded.
Doing it yourself in the world of mobile is a non-starter. The landscape is too dynamic, and deep expertise is required in a number of very different fields.
Most companies will partner with a mobile marketing agency to develop and achieve their KPIs and business goals. In this post, we’ll look at everything you need to know about a mobile marketing agency, including choosing the best mobile marketing agency for your needs and making the most out of the relationship.
Mobile Marketing Companies
There are a number of mobile marketing companies out there, many of which promise the world. The reality is that there are only a few truly successful mobile marketing companies who have delivered consistently for both massive global brands as well as smaller startups – and everything in between.
With all this noise, how do you go about finding the right mobile marketing company for your business?
There are a few important questions to ask potential mobile marketing companies before engaging with them in what will hopefully be a long term relationship.
1. What is their USP?
In order to stand above the crowd, top mobile marketing agencies should have something unique to offer, a differentiating factor. This could be something as simple and solid as a ton of experience and an excellent track record.
In other cases, it could be a unique technology or methodology, or deep knowledge in one specific niche area. The best mobile marketing agencies are clear on what they do better than anyone else out there.
For Moburst it’s exactly these two. Not only have we worked with top global brands such as Dunkin’, Samsung Galaxy Store and Uber, but we have our own SEO keyword software that puts us above the rest. Our smart algorithm gives us the edge when it comes to getting your app ranking. So when searching for a partner, look for the one with a strong USP. There are plenty of fakers out there, so keep your eyes out for the mobile marketing agency that just uses generic terms without showing any value or substance.
2. What are the mobile marketing company’s values?
Another key ingredient of finding the right mobile marketing agency is discovering what their core values are. Do you get the feeling they’re just trying to make a quick buck? Or do you believe they are committed to your success and will do everything in their power to ensure you achieve your goals?
Often you can even get a sense of this from a mobile marketing agency website or other marketing material.
Feel free to ask their other clients of how they were treated and how they felt about working with that company.
Are you in need of a Mobile Marketing Agency?
Our ASO and mobile marketing specialists are here to help you achieve success.
3. Getting started with a mobile marketing agency
Once you’ve chosen the right mobile marketing agency for you, it’s time to kick things off. This is the most important part of the building of a long and prosperous relationship.
The temptation is to get stuck in straight away, designing awesome campaigns and carefully tracking KPIs.
Rather, this should be the time to get to know one another. Particularly for your mobile marketing agency, it’s crucial at this stage to get a handle on your product, your target audience, and their wants, needs and pain points.
This will pay dividends in the future as you craft mobile marketing campaigns that have a high chance of being extremely successful.
What Mobile Marketing Services Are Offered?
The next thing to understand about a mobile marketing agency is what mobile marketing services they offer. The mobile marketing solutions offered can differ depending on any number of factors.
1. Niche mobile marketing services
First, there is a mobile marketing agency that offers niche mobile marketing solutions. These types of mobile marketing agencies usually have deep knowledge in one specific area.
For example, they might be Facebook experts. They will be able to tell you everything you need to know about Facebook campaigns and getting the highest conversion rates at the lowest cost.
When it comes to other areas of mobile marketing, however, such as SEO, this type of mobile marketing agency will not be able to guide you.
2. Full-service mobile marketing agency
A full-service mobile marketing agency, on the other hand, has a deep knowledge of the entire mobile marketing landscape. This type of mobile marketing agency provides end-to-end solutions, offering mobile marketing services which include:
- Creative services
- ASO agency services
3. The right services for you?
Choosing the mobile marketing agency that provides the right mobile marketing services for you will depend a lot on your industry, your experience and where you are in your journey.
In general, a full-service mobile marketing agency or a marketing strategy agency offers significant value over a niche mobile marketing agency as often it’s a case “not knowing what you don’t know.”
A top, full-service mobile marketing agency will ensure you’re up to date with the latest in trends, best practices, and tech innovation.
App Marketing Solutions
This all sounds great – but can they make my app a success? This is the big question. Once again, there are some important points to look at and key questions to ask.
1. What is the app marketing approach of the mobile marketing agency?
A mobile marketing agency could take the approach of taking your app, spending a significant portion of your budget on paid campaigns, and then show you a vanity metric like download numbers.
A top mobile marketing agency, however, will take a completely different app marketing approach. First off, especially if they’re a full-service mobile marketing agency, a top mobile marketing agency will add value at a product level.
Sometimes small insights when implemented in a mobile app can have huge positive effects when it comes to mobile marketing. A top mobile marketing agency will be smart about the way your budget is deployed and will ensure that with a burst campaign you enter the top 10 lists and benefit from the streamlining effects of a wave of organic downloads.
App Store Optimization is super important here. In terms of app marketing solutions, your bottleneck – or a multiplier – is your ASO strategy.
What we mean is that a bad ASO strategy could mean that all your other mobile marketing efforts come to nothing if the app store experience is poor. While conversely, if you can funnel users to an incredible app store experience, you will see key app metrics jump through the roof.
This is precisely how we helped the Gameit app rank. The right ASO strategy includes a smart and well-crafted app title, app description, and screenshots. As Gameit’s CEO, Bryce Johnson says: “The results Moburst was able to achieve for us definitely exceeded our expectations. Their creative capabilities and devotion to ongoing optimization led to a very prominent spot in the app store. Such high rankings also triggered many other positive effects that we continue to enjoy on a daily basis”.
6 Questions CMOs Need to Ask Their Digital Marketing Agency
1. What is our goal?
While it seems like a pretty easy and obvious question, chances are you’re getting the wrong answers from your current advertisers. For many agencies out there, the success of a mobile business app means one thing: downloads.
Clueless mobile marketers will choose terms like CPI (Cost Per Install), that have very little to do with your marketing needs.
Your brand doesn’t need downloads – it needs customers. Walk the agency through your marketing funnel when setting your KPIs. Is your goal to complete registration and gain access to users’ data?
Or maybe it’s a single purchase made through the app? Possibilities are endless, but they all start with a clear vision.
2. Who is the target audience?
You’ve asked and answered this question countless times before, but mobile asks for a different type of answer.
Contrary to other campaigns where your target audience is predetermined and the creative assets serve a single purpose, mobile tailors a personalized experience for each user and calls for many different versions of the same campaign.
In other words, your target audience is broader and much more versatile than ever, and your agency must recognize it and provide you with a suitable solution.
3. What are the chosen advertising platforms?
I’ve said it once and I will say it again: mobile products call for mobile advertising. Choosing billboards and TV ads over a clickable ad that will send users directly to your product makes very little sense.
Sadly, some agencies choose to collaborate with more traditional platforms and have no real reason to change course as long as their clients remain clueless.
This too calls for a change in terminology: replace “premium” and “CPM” with “performance” and you’ll see the difference right away. The more sophisticated and informed clients become, the harder it will be for advertisers to prioritize their own business politics over your brand’s business benefits.
4. Does our brand need an app?
This may seem strange coming from someone in the app business, but not every brand needs an app for every purpose. Creating a business app is not a task – it’s an ongoing process, and one that you have to invest in.
If your mobile marketing strategy is more than just lip service, don’t create an app without real value.
When your digital agency recommends building a mobile product, ask your account manager regarding the app’s purpose for users and how they plan on keeping it relevant post-launch. You just might learn that there’s a lot of maintenance work involved and the person in charge of it is, unfortunately, you.
5. Are we on the right track?
When presenting this question to your digital agency, make sure that the answer you receive is short and loaded with numbers. Forget elusive terms like “brand awareness” and demand transparency and clarity.
One of mobile’s strongest abilities is presenting real results in real time. So get the numbers, and make sure they’re the right ones. Track the churn, retention and engagement rates and always focus on the most important factor: ROI.
6. What happens if we fail to reach our goals?
Mobile marketing allows you to not only get the results right away, but also to make the necessary adjustments. If your agency promises to reach a specific goal (and no, “brand awareness” is not specific enough), you should expect to see an agile work process that moves fast and in accordance with the market’s response.
This calls for serious A/B testing on all verticals, including the campaign’s creative content and media strategy, as well as the product itself. Ask your agency what it plan to do in case each goal is not achieved, how it will draw the right conclusions and implement immediate changes.
Why should you hire a mobile marketing agency?
It’s already been established that any company should not only have a mobile presence, but should also be driven by a mobile-first approach. After comprehending this notion, comes the time to execute, and an important question arises: should I build an in-house team or outsource?
A mobile-first strategy calls for a number of operations: mobile user acquisition, product, creative, and ASO (App Store Optimization). The following post will discuss the benefits of working with a mobile marketing agency that provides these services, rather than hiring employees to do the work in-house.
1. Powerful Media Purchasing
Achieving optimal campaign results through a trial and error of media buying can be a tedious process that consumes both time and money. Turning to an agency to do the media buying for you is beneficial for two major reasons – purchasing power and experience.
Agencies have media buying teams that are focused solely on that task. Media buying for dozens of clients every single day gives agencies a strong purchasing power in front of the big ad networks, more than any company out there doing media buying for a single product will ever have. This simply means cheaper costs for you – i.e., more bang for your buck.
A media buying team has already gained experience with numerous ad networks, saving a lot of time for campaigns to follow. With each campaign the team learns which networks work best for different kinds of ads. This type of priceless experience would take an in-house team a very long time to match, and it would consume way too much money as well.
Are you in need of a Mobile Marketing Agency?
Our ASO and mobile marketing specialists are here to help you achieve success.
2. Product Pros
We all know that feeling when you’ve been staring at something for too long and have completely run out of ideas. In that case, brainstorming with other people who are able to provide objective input is a great way to come up with fresh ideas. Working with a mobile marketing agency is similar in that sense.
An in-house team has been working on the same product for so long that it might be stuck in a single mindset, overlooking vital flaws and problems. “Handing over” your product to an external team while avoiding inside politics can provide the necessary input for refining the product, getting rid of unnecessary features and adding ones that can improve it.
Product teams at agencies are also comprised of a few employees. Each and every employee has a different background, and all together can provide well-rounded suggestions. For example, if a bank is working on a banking app, it may hire a product professional with a background in finance or business. But what that bank may not know is that its app marketing efforts could benefit from a few gamification elements to make it more engaging. An agency provides a wide range of expertise that can help you conquer not only your predetermined goals, but also ones you’ve never even thought of.
3. Thinking Outside The Box
The key to thinking outside the box is visiting different boxes. Much like a product team could use thinking outside the box and receiving objective input, so could a creative team. An in-house team may be so influenced by the company’s messaging that it might not be able to detach from it and move forward with a message that actually works.
An experienced creative team that works from an app marketing standpoint is capable of not only thinking outside the box, but also ensuring that the message they come up with is effective. An external team would also usually be comprised of not only creative minds, but ones experienced with mobile devices in order to best utilize both hardware and software to come up with creative ideas.
4. A to the S to the O
The app store optimization field is very much still in diapers, and therefore, finding a qualified ASO pro is incredibly hard. ASO is detrimental to the success of any app, with 60% of App Store visitors ultimately downloading apps following App Store searches. If your app is not up there on the list, no matter how great your product is, it will go unnoticed.
Since finding someone who knows what they’re talking about when it comes to ASO is extremely challenging, turning to an agency may simply do the trick. While we strongly recommend that you regularly optimize your keyword research, a full time in-house position may be a stretch.
5. Overall Synergy
The ultimate benefit of working with an agency is that all of these highly experienced and capable teams mentioned above are working together in the same vicinity. Everybody feeds off of one another, is aware of the other’s plans, and is able to assist in problem-solving, making for a smoother and faster work process.
Choosing The Right Mobile Marketing Agency
What are some of the other key things to look out for when investigating a mobile marketing agency?
1. Success metrics
Look out for prominent displays of actual success stories. And not just “we helped this app increase installs”. What really counts are solid numbers: “This company increased engagement by 85%”, or “this company saw a 560% increase in daily download volume”.
For example, we worked on increasing metrics for Samsung’s Galaxy Store by micro segmenting and running personalized ads to each segment. In doing so, downloads grew by 79%, revenue grew by 36% and their Facebook page followers grew by 1400%!
This industry is competitive. A company that has won industry-recognized awards, such as Moburst being selected as “Top 3 Mobile Agencies Worldwide” by Clutch and winning Bronze in the “Marketing Objective – Brand Awareness” category at the Mobile Marketing Association’s (MMA) annual awards ceremony, shows that it is among the top mobile marketing agency companies out there.
Look out for big names. They have done their research, and if they’ve used a particular mobile marketing agency, it’s often (but not always) a solid sign that the particular company can deliver.
Top mobile marketing companies are often easy to spot, as they combine all of these elements. As a top agency, we at Moburst are honored to have worked with some of the largest brands in the world – from Youtube and Gmail, to Uber and HGTV.
Some of Moburst’s clients
Top mobile marketing companies will have plenty of success metrics from real customers, testimonials, industry awards, and big-name clients.
Your Mobile Marketing Agency Journey Starts Now
Choosing the right mobile marketing agency for your business is not easy. Hopefully, the information and tips included in this post will go some way towards understanding more about a mobile marketing agency, including how to find the right mobile marketing agency and get the most out of your relationship.
For more questions, or to speak to award-winning mobile marketers here at Moburst, get in touch.