Where mobile fits in the marketing funnel sandwich

Alon Even

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 2, 139-145

Abstract: With the rise of mobile comes the struggle to find its place in the marketing mix. The purpose of this paper is to show how mobile devices are quickly becoming a marketer's avenue of choice for connecting with users in the sales funnel, and the different tactics used to convert them into customers while keeping them engaged and increasing their retention rates. The paper covers how, by using the various monitoring features of visual mobile analytics, marketers can come to an understanding of the 'why' behind user actions, and optimise their mobile app mid-funnel. This monitoring process needs to be conducted from day one in order to optimise the various touch points of an app, as well as, for example, their timing to get messages across to users. By using this paper and the examples it provides as a guide, it is sure to bring you some insight as to where mobile fits into the larger marketing picture.

Keywords: marketing funnel; mobile app-mid funnel; mobile analytics; mobile UX (user experience); mobile UI (user interface); mobile app optimisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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