4 Ways to Reinvigorate Your Brand's Mobile Marketing

2015 was a banner year for mobile devices, and experts say that 2016 looks even better. According to KPCB technology research (per Smart Insights), over 51% of the time people spend consuming digital media can be attributed to mobile devices. And yet, there are several companies which spend more money advertising on print platforms than mobile devices.

It's clear that mobile content is the future. If you want your brand to remain relevant as these important e-commerce trends gather steam, you need to update your mobile marketing strategies right now. Here are some things you can do to make sure you're keeping up with the competition.

1. Make sure your apps are frequently updated

Both Google and Apple have been known to feature apps which receive frequent updates more prominently on their app stores. On an average, the top performing apps are updated every 30 days or so. There's a lot of value to updating your apps frequently. For instance, frequent updates help you keep up with any new technologies or emerging trends like holiday-themed updates or special discount offers.

If you're currently harboring an outdated app, make sure you set a consistent deadline for updates and stick to it.

2. Keep app development in-house

Too many companies make the mistake of outsourcing their app development to a third party, hoping that it will save them time and money. This is often the wrong approach, though. There is no way a third party will ever care as much about your app as you do, even if they have monetary incentives to do a good job. For them, your app is just another project among many — whereas, for you, your app is representative of your brand identity.

That said, keeping your app relevant requires a regular update schedule. Hire a good internal development team to ensure you have more control over the update process.

3.  Let an expert take care of your mobile marketing

When it comes to marketing, it makes sense to hire a third-party expert. Mobile marketing is a unique beast that requires a completely different set of skills than traditional marketing mediums. Don't make your current marketing team take on additional responsibilities they might not be prepared for. Mobile marketing experts understand that the medium requires a specific user experience, gamification and strategic advertising.

4.  Dial down the bureaucracy

It's tough to get changes through quickly in large organizations because any decision requires the approval of several people in the food chain. By the time all of the directors and managers in your firm sign off on a strategy, your window could already have passed. This is one lesson that larger brands can learn from startups. In smaller companies, there's very little red tape, allowing ideas to get pushed through quickly.

If you want to remain relevant in the years to come, you absolutely have to improve your mobile marketing efforts. You might need to expand your workforce and bring in some experts, but the rewards will be worth it. Use the strategies listed above to make sure that your mobile marketing stays on the cutting edge.