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Guide

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2020 Mobile App Engagement Benchmark Report

Apptentive’s annual mobile app engagement benchmark report serves as a baseline to help app publishers across categories understand their app’s engagement strengths and areas for improvement.

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Mobile Marketing

The Role of IoT, Big Data, and Cloud in App Marketing

Guest Blogger  //  October 15, 2015  //  4 min read

The Internet of Things (IoT) is finally gaining momentum. From smart cars to smart watches to smart homes and smart cities, everything and everyone seems to be ready for IoT. Along with Cloud Computing and Big Data, IoT proves to be a great incentive for marketers to revise their existing marketing and promotional strategies.

Let us take a look at each to better understand how app marketers can make the most of them.

IOT: An Inventive App Marketing Medium

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The Internet of Things, or IoT, is the latest buzzword in the IT field. It is speculated that by 2020, as many as 75 billion devices will be connected to the Internet of Things, which makes it a lucrative platform for marketers.

Since it connects ‘system of systems’ over the internet using wireless technology (with each of the systems providing some or the other kind of functionality), it becomes easy for marketers to relay information in real-time to the target consumer base. They can also go a step further with Cloud Computing for automatic, seamless data transfer across systems and so on and so forth.

For instance, marketers will be able to retrieve sales data, data related to consumer behavior patterns, and also get feedbacks from their customers—all at the same time. This will help marketers enhance their promotional strategies. They can also use IoT to push advertisements on connected devices, which are relevant to their target consumers.

Additionally, using the sensors in various systems in IoT, marketers will be able to reach out to a large number of potential customers which they wouldn’t have come across otherwise. Think of IoT and social media, which is a great combination when seen from app marketers’ perspective. It will be easier than ever before to automate sharing of multiple posts for online communities. This is where Big Data comes in the picture; they can use the data to know exactly when to schedule posts and have a great impact on their target audience.

Big Data: Analyzing Big Volumes of Data to Better Existing App Marketing Strategies

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A connected world is great news for businesses. It gives them the luxury to collect a lot of consumer data from smart devices, without having to try all that hard. At present, many businesses are already collecting scores of user data this way. But then, what happens to this large volume of data? The answer is not shocking; it usually ‘collects dust’ on the servers.
This is because many businesses are unaware of the potential that this huge amount of data or ‘Big Data’ can bring to the table and change their marketing game.

From the point of view of app marketers, if they can mine this large volume of data, then they can easily use it to increase revenues. To begin, they can rummage through the data collected from both traditional as well as digital sources to better understand their consumers, and use it to run digital campaigns and promotions in the near future.

Say for instance, they can use it to survey behavioral habits of their customers, such as:

  • What is their age group?
  • What time they are most active and likely to use a particular category of app?
  • When are they more likely to make a purchase (or install an app)?
  • What lifestyle trends do they follow?
  • What kind of apps are they most likely to purchase?

This same data can prove to be immensely useful for them to make predictive analysis, particularly about the success or failure of an app. For instance, they can use it to analyze why their previous app didn’t fare well on the market, despite their best efforts. It serves as a valuable reservoir of information to ensure that the next app, which they are going to promote doesn’t end up being a failure on the market.

Using Big Data, they can evaluate their overall marketing performance, gain insight into their clients’ purchasing habits, learn about different marketing trends, etc. This adds value to their customer-centric marketing strategies, thereby narrowing the gap between what the customers want and what they get.

Cloud Computing: Broadens App Marketers’ Horizon

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Cloud Computing is of great importance for the future of digital media and has a major influence in terms of app marketing. No more in its infancy, this technology is being adapted by numerous marketers to leverage their business. This is obvious as numerous enterprises already have hybrid cloud model strategies for their business growth.

A common advantage that Cloud Computing offers marketers is the option to store and access data anywhere and everywhere and this makes it a clear winner over traditional storage mediums. Using it, app marketers can use a single point of contact system for all their systems. Talking about Big Data, there is no limit on the amount of data to be stored on the cloud, paving the way for marketers to store big volumes of data on the cloud without any hassle. This roughly translates to: no more losing crucial data stored on storage devices and no more panicking.

The next benefit is in terms of cost, which is a major area of concern for app marketers, especially those who are working on a tight budget. Cloud Computing offers them a lot of crucial benefits at lower costs. With access to the internet and cloud-ready devices, they can be sure of achieving most/all of their goals smoothly. Enhanced security, better connectivity, multiple-device support, immense flexibility, convenience of use, mobility and higher productivity are some of the other advantages that cloud brings to the table for app marketers. In fact, there is a different sector altogether—that of Cloud Marketing, which can help them interact with their target users and broaden their horizon.

Basically, it changes the way app marketers reach out to and engage with their potential customers and target audience, which in turn broadens their horizon.

Wrap Up

There is no doubt about the fact that a combination of Big Data, IoT, and Cloud Computing is going to take app marketing to an all new level with less scope of failure. Let’s wait and watch how it all gets implemented by the marketers for different categories of apps.

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Author Bio: Vivek Patel is the content marketer at MoveoApps, an android app development company. He writes about mobile applications, technology and analyzes current technology market scenarios and loves to share his ideas on the web.

About Guest Blogger

This article was written by one of our awesome guest bloggers. We're lucky to have these community members to share their knowledge with our mobile community.
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