Marketing teams are constantly being pulled in different directions, all while trying to stay ahead of the competition. Investing in competitive intelligence gives marketing teams more time to focus on what matters. Equipped with the right tools, you'll know exactly what your competition is up to and what you can do to outmaneuver them at every turn.
Prioritizing mobile intelligence means prioritizing the following five capabilities:
1. Benchmark your mobile performance
One of the hardest truths about marketing is that you don't always get to see the fruits of your labor. Sure, you may see how many people opened your email or clicked on your advertisement, but it's nearly impossible to comprehend the full impact of your campaigns. And to make matters worse, the app ecosystem exists almost entirely in a black box, forcing you to derive insights from the limited information provided by the app stores. If you're a data-driven marketer, this will drive you crazy.
Thankfully, mobile intelligence providers, like Apptopia, now offer performance estimates and billions of metadata points, for every app in the app store. This means you can evaluate your performance, and your competitor's performance, over time. Plus, some tools allow your analysis to be as wide-ranging or as targeted as you wish. Just select the date range, granularity, location and metric you're interested in exploring.
Did your last marketing push increase downloads or engagement? Was that push enough to give you an edge over your competition? How does your app stack up against the top in your industry? By answering questions like these, you'll be able to make more strategic, data-backed marketing decisions (the kind your boss can get behind).
2. Know what your competition is up to
Outside of anecdotal evidence, marketers often have to rely on a direct visit to their competitor's website to know what they're doing. Stop giving your competition the satisfaction of a 'page visit.' Instead, take advantage of tools that offer performance estimates and advertising intelligence.
Ad intel tells you who the top advertisers are and what their creatives look like. You can even determine the ROI on those ads by examining their app performance post-ad launch. What worked and what flopped? Use these insights to inform your own creative strategy and guarantee a strong ROI.
3. Analyze and identify trends before it's too late
The two main factors to consider when deciding which apps should host your ads are 1. the host app's performance and 2. the similarity of your user bases.
In considering performance, keep in mind that the mobile world moves quickly. An app that's down one week could be up the next. That's why it's imperative to keep your eyes on the market and spot potential app partners as they're on track to breakout. This way, you can be the first to get in front of emerging audiences.
Of course, you also need to consider whether it's worth getting in front of those audiences. To determine this, you can look at cross-app usage. This mobile intel weapon lets you see what other apps your users (or anyone else's users) are using. Pair this with demographics data, like age and gender, and you'll be able to build a complete customer profile; in turn, allowing you to create much more targeted marketing campaigns.
4. Get to know your audience
Take your targeting to the next level by incorporating user feedback into your marketing strategy. When you're picking a competitive mobile intelligence provider, look for one that offers a 'Review Analysis' tool. This type of feature analyzes and sorts app reviews for you, so you can get actionable insights directly from app users.
Through sentiment, intent, and keyword analyses, you'll get an in-depth understanding of what features your users care about most. Use that information to determine which features to promote more aggressively. Or, use negative user feedback to upgrade your app and produce some "you asked, we listened" content. You can also look at your competitor's user reviews to see what their user experience is lacking. Then, create a campaign that positions your app as the solution to those issues.
5. Act quickly and effectively
The guess-and-check age of marketing is over. Armed with competitive mobile intelligence, you'll be able to make smarter decisions, faster. In a highly competitive space, this is the ultimate key to success.
While you may be able to gather competitive intel manually, the time and effort it takes to do this is simply not sustainable. That's why it's crucial that your team invests in a mobile intelligence provider. All of the data and insights you need will be in one convenient place, making it insanely easy to deliver key info to the people who need it most.
Interested in seeing how a mobile intelligence tool could benefit your long-term growth strategy? Click the big blue button below.