As a marketer, at some point in your career you’ll realize that there’s a big difference between being efficient and being effective.
Being efficient means doing things right, and being effective means doing the right thing. Being efficient is simply not enough. Have you ever wondered why, after a day full of tasks, meetings, reports, and discussions you feel like you haven’t really accomplished anything?
Don’t worry, you’re not alone.
In 1984, Steven Covey outlined this difference in his seminal book, The 7 Habits of Highly Effective People. I’ve tried to learn from his book and to apply his 7 principles to the mobile marketing world. That’s how I developed the 7 Habits of Highly Effective Mobile Marketers that helps me focus everyday and to get closer to my goal of working effectively.
1. Eat data for breakfast
This is an easy one, as your working life is probably already data-driven. Make sure you have created the right data environment so that you can wake up everyday, have an espresso, and easily check your KPIs to make sure everything's running smoothly. Just be sure you don’t get lost in data, focusing on the wrong path or having too many KPIs to look at, or you’ll end up having a horrible morning!
2. Experiment wiselyEveryone runs A/B tests but not everyone does it right! You need to build data-driven hypotheses, to evaluate quantitative and qualitative data, to strike a balance between big changes and small hacks, and to always check your experiment statistics. Experimenting is like rolling a dice. You need to make sure you’re not just lucky, but that you’re also making the right choices.
3. Begin with the end in mind
It’s so easy to get caught up in all the tasks on your to-do list. However, if you don’t plan you’ll end up spending time on irrelevant stuff, or at some point find yourself out of your daily routine, wondering why it is you’re doing what you’re doing. Always think with the business in mind, put planning ahead of execution and begin everyday not with the first task of your to-do list, but instead by thinking about your long-term goal. That also makes it much more exciting!
4. Build synergy
You have multiple channels, multiple teams and (hopefully) just one goal: growing your business and making it profitable. We are all different parts of the same engine. Orchestrate your organization and marketing mix to work towards your goal. There’s only one person you should prioritize: the user of your app.
5. First things first
Did you know that 80% of your results come from just 20% of your work? This means that you’re spending 80% of your time on tasks that bring no value, or at least, not enough. Consider this during your planning process and translate your mission into actions. Can you tell me right now which one will get you closer to your goal?
6. Be proactive, not reactiveBeing human, we tend to react to situations -- good or bad -- rather than coming up with something new before it’s absolutely necessary. One of the hardest habits to put into practice is prioritizing action over reaction. Follow market trends and your gut feelings to try to inject some innovation into your marketing efforts… even if somebody calls you crazy for that!
7. Keep learning
I know you make mistakes. I make them, too. That’s why you’re the best person to learn from. No budget is wasted if you learn something new! Meet other fellow marketers, attend conferences, be on top of the news, and don’t be afraid to ask. #AlwaysLearning
OK, so now you have the list, how can you integrate it into your daily routine to become a better and more effective mobile marketer?
I suggest getting started by taking some time to reflect on each point. I know we’re all busy people, but sometimes it’s essential to take a break from your day-to-day tasks to think about how we can improve. Even though I know these points by heart, I do forget about them from time to time. And honestly, that’s OK, but you need to keep reminding yourself of them to ensure that you stay effective.
Start with the small stuff. Ask yourself if you really need keep writing that report, find ways to optimize or automate your work, restructure your daily schedule, remove those useless meetings from your calendar, and think beyond your team. I assure you, the time you spend thinking about how you can become more effective will pay off!
Written by Gessica Bicego, Head of Performance Marketing @ Blinkist
The Ultimate Guide to 360° App Store Marketing
This article is part of a bigger project Priori Data and Peggy Salz — a mobile authority, industry educator and lead author of The Everything Guide To Mobile Apps and Apponomics: The Insider’s Guide To A Billion Dollar Business— are working on: an e-book titled THE ULTIMATE GUIDE TO 360° APP STORE MARKETING.
The aim is to bring together a select group of recognized ASO experts and ninjas including Moritz Daan (Phiture, ex-Soundcloud), Thomas Petit (8Fit) and Charo Paredez Ortiz (DOCOMO Digital), to name a few. It’s a free resource focused on giving app developers everywhere on the planet what they need to grow their business on a budget.