By Vibha Singh
Mobile turned out to be more than just a future; it actually revolutionized business. As the total number of smartphone users will reach 2.7 billion in 2020, the mobile app industry is booming. With the explosion of mobile technology, today we have nearly 4 million apps available for download in major app stores. As a result, apps are now moving away from the status of stand-alone platforms to be integrated into mobile strategies. Therefore, companies need to understand that how they market their applications becomes key to their strategy.
A definitive marketing strategy is the only way to stand out from the crowd in today’s app market. While focusing on developing mobile apps and building an app that works well is a critical success factor, if end users don’t know such a product exists, then all efforts are in vain.
Strategies for mobile app marketing
Statistics show that over 68% of mobile app companies have a well-defined app marketing strategy. 90% of companies said their mobile app has been very successful and has benefited financially. And about 38% said they update their app almost every month without fail.
Mobile app marketing is essential for businesses to target their smartphone users and educate them about their mobile app. It is not enough to create an application. Equally important is having a good strategy in place to get it out to the right audience. Here are some steps to create the right promotional strategy:
1. Formulate a robust SEO strategy
Having a well-defined strategy 1-2 months before the app launch can help offset the time it takes Google to collect data and rank higher in the SERP from the start. Marketers need to create original content to upload and share on social media or the brand’s website.
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2. Test different channels
After developing an application, it is important to have it verified on different channels. Google’s Universal App Promotion (UAC) campaigns are one such powerful advertising tool that features automated ad types that drive more app installs and drive more in-app conversions. Facebook Automated App Ads were designed to streamline mobile app installation campaigns structured into a single ad set and a single ad. Running ads on the App Store is another great way to test campaign performance.
3. Take a long-term approach
When marketing a mobile app, marketers need to determine and design a methodical strategy to attract quality users that have higher lifetime value, versus low-quality, high-volume installations that can result in loss. poor long-term performance.
4. Focus on acquisition and retention
An acquisition-centric growth model looks appealing to nearsighted targets, but in the long run, retention is the foundation for growth. Improving the user experience for the first time is essential. A quarter of installed apps are only used once and it is imperative to prove to customers that their app is worth returning.
5. Role of good designers
Getting the right anatomy from designs down to a T-shirt is crucial. The tone and vibe that works for a particular brand and a particular demographic is never guaranteed to work for another brand. Thus, one must tailor their ads according to the interests and preferences of their audience.
6. Segment app ads
Application marketers need to create different segments for different target audience groups, based on country, gender, interests, etc. This will not only help gauge overall ad performance for specific segments, but will also help understand user behaviors, patterns, and interactions.
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7. Conduct a competitor analysis
Researching a list of competitors with their price, monetization model, rank in app stores, UX pros and cons, and reviews can help earn points on them.
8. Experiment with different ad formats
Use an assortment of different ad formats available for ads, like video, banner, rewarded, or playable. It is important to select the right ad format to target the right audience, such as video ads, playable ads, banner ads, and award-winning ads. Each format is unique in its own way and requires specialization for the purpose of integrating the application. Marketers need to make sure that the advertising platform they want to use is capable of serving ads in high quality resolution.
9. Use App Store Optimization
The app listing should be optimized to appear at the top of search results in the App Store. Identify and use keywords that will help the app rank high in organic search results. The higher the rank, the greater the exposure to potential new users. App discovery is highly dependent on App Store results, so an appropriate ASO is essential to gain traction for the app.
10. Define and monitor relevant KPIs
Regularly check and analyze the application’s key performance indicators (KPIs). KPIs help measure app performance by measuring activity in the campaign and in the app that is critical to business goals. This way marketers can know where their app is performing well and where they need to improve.
Marketing takes time to show results, and consistency is the key to long-term success. There is no shortcut here. Don’t quit halfway because no one has installed your app or no one is visiting your blog. Just shoot your arrow and trust your goal is true. Ultimately, the rewards will be worth it.
The author is the Vice President of Digital Strategy and Communications at ET Medialabs. The opinions expressed are personal.
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