Go to any marketing conference today and you will hear a lot about breaking down marketing silos. No more marketing fiefdoms in the form of search, display, email and affiliate. The mobile obsessed, non-linear consumer journey has forced marketing teams to work closer together especially when it comes to cross-device marketing and attribution.
It is now well documented that consumers are spending more time on their mobile devices compared to desktop and they spend most of that time in their top five favorite apps. In a few short years, we will all be living and working in a very different world when it comes to advertising and ecommerce. That will become very clear in 2016 when digital spend significantly outpaces desktop.
So what is an omnichannel marketer to do as shoppers become ever more app-centric?
The most important thing marketing teams can do today to embrace this trend and break down the silos of desktop and mobile commerce is to think about every marketing channel as a potential vehicle for driving traffic to mobile apps. Creating “web-to-app” strategies via mobile deep linking will help create an “apps-first” mindset among marketing teams while placing the brand where customers spend their time. Take these steps to get started:
As retail and other mobile apps mature, the industry will become increasingly focused on ways to connect to (and from) all different types of mobile apps and target audiences. In the meantime, a “web-to-app” marketing approach will ease the transition to a more app-centric marketing operation.
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March 9, 2016
Uh, mobile web va. app: I guess, that’s a neverending discussion.
Here’s some European input: In my opinion, the European market and the behaviour of users in Europe is different. Here the mobile web is much more important, because the app usage is much lower. (It checked that here: http://venturebeat.com/2015/07/28/think-the-web-vs-mobile-app-battle-is-over-only-in-the-usa/)
I guess a combination of app and mobile web can be a solution: creating content in one CMS and deliver it to different platforms.
I wrote about it here: https://xamoom.com/en/2016/01/mobile-website-vs-app/
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Deeplinking, Display Advertising, Mobilize Blog, Omnichannel