Post originally published on Entrepreneur
Mobile is no longer a by-product of an overall digital master plan and needs to be part of all rebranding strategies.
When a company decides to rebrand — whether it’s to stand out from competitors, remove a negative image, increase sales, or introduce new features — it’s always It is an important ritual. And with everything going mobile, the company’s mobile strategy plays an integral role in the process
Here are five mobile marketing questions every marketer should ask himself before embarking on a journey to rebrand.
1. Do I need an app now?
The reason this question is so important is because the answer is most likely no — apps simply aren’t the best fit for every company out there. So when DO Do you need an app? When you can provide mobile users with a refined, holistic experience that correlates with the essence of your brand. The app will keep users constantly engaged and become another platform through which they can interact with the brand.
On the other hand, when should you shut down your app? Since many brands jump into launching an app just because they want an app without thinking about the added value it will bring to the user, there are a lot of apps out there that really lack a real purpose. . The best sign that your app isn’t worth your time and money is if it has the same content displayed on your mobile site.
2. How will your website look on mobile devices?
When it comes to your website, chances are that most of your audience will access it via their mobile device. In fact, just last month, mobile Internet usage overtook desktop. And let’s face it, in 2015, nothing is more embarrassing and frustrating than having a website that looks awkward on mobile screens.
The bottom line is that the answer to this question will almost always be “responsive”, as it is very difficult for brands to establish a mobile presence and not miss out on significant market share without a website. responsive web. Even brands with mobile apps must ensure that their websites are mobile-friendly (especially after Google’s mobilegeddon event) as not all consumers will Download the app and continue to visit the company’s website using their mobile device.
3. Should your brand speak a different language to mobile users??
Most users feel that mobile apps and responsive websites are the most effective way to engage with brands, but if a company wants to create an even deeper connection with consumers, they should “speak” to them in the appropriate language.
During rebranding, many brands change their logo or name to reflect a new identity. This new identity will most likely try to promote new values and traits, and therefore the language the brand uses should reflect this new “personality”. A great way to implement this strategy is in a mobile app, especially with user-directed push notifications in an understandable tone.
4. Am I targeting the right audience??
When a company rebrands, chances are its target audience won’t be exactly the same. This is a great opportunity to narrow down your audience and be even more specific about who you’re trying to attract. The same goes for your mobile marketing strategy: Your new brand’s audience definition should also apply in your mobile ad targeting.
In fact, mobile is the perfect platform for brands looking to test different groups as potential target audiences. The targeting options are very specific, and brands can A/B test countless messages to see what works before officially adopting it as part of their overall strategy.
5. Should I run a massive marketing campaign to introduce the new concept?
If you are changing your logo, name or tagline, you should do everything in your power to educate the market and ensure that the changes will convey well to the public and convey the message. that you set. A great way to do this is through an aggressive mobile ad campaign that aligns with your new brand message.
Last year, Airbnb decided that public perception of their brand didn’t quite align with their original vision, so they launched a new logo: “Belo,” a symbol that means ” belong to”. Their global brand strategy then shifted to correlate with the nature of “belonging,” all of which is reflected in the website, mobile app, and interface. When the company introduced its new logo, instead of users resonating with the new concept of belonging anywhere in the world, the brand received countless backlash because the new logo was “weird” and ” ugly”.
The lesson that marketers can take from this is to educate the public about their company’s new image. BEFORE Negative feedback begins. Mobile marketing is a great way to do that. Launch a large-scale launch campaign to introduce your audience to your new company logo, message or colors in a simple style that can guide people step-by-step to understand the new concept and lay the groundwork. foundation for a successful rebranding campaign.