We are at the peak of the mobile application development era. As a result, many businesses are hiring mobile app development companies to fulfill their goals and objectives regarding applications.
Currently, around 5.7 million applications are available in the market for iOS and Android platforms. Among all these applications, only a few will get successful, and others may not keep up with the competition.
According to the report, 80% of applications fail within a year of their launch and can not impact the market. So, there is just one viable explanation for the failure, and that is poor mobile app marketing strategy execution.
Therefore, one must comprehend and put various application marketing techniques into practice if one wants to thrive and stand out in this worldwide competitiveness of the mobile application market. Proper marketing will give 360-degree growth and a crucial edge in the competition.
By reading this blog, you will learn about the importance of an app marketing strategy for your business, its types, phases, and essential tips you can use to make the business successful.
Reasons behind having an app marketing strategy
Irrespective of how good your app is, if you can not implement the right strategies in the right direction, you are leading your business towards financial and non-financial loss. But, considering the following points, you can learn about the critical reasons for having an effective app marketing strategy.
Increase awareness and recognition of your app and brand
The app strategic funnel starts with the brand awareness and recognition phase. Brand awareness is how people remember and recognise your app and business.
Imposing various awareness strategies into action, you can create a unique identity for your brand that stands out from the competition. It helps you establish your brand image in the mind of your customers. Eventually, it will attract your target audience and lead them to download your business app and use the application.
Your customers are more likely to recognise your logo, messaging, and items if they are more familiar with your brand.
Helps in increasing revenue
The more people know about your app and make more purchases using it, the more revenue you generate. But for that, you need to provide your users with what they are looking for.
When you provide your users with a personal touch, value-added services, support, and additional benefits, it satisfies their needs. It helps in generating trust and authenticity in them about your business. Ultimately, it leads the user to purchase from the app and buy what you are selling.
IMP: Implementing the right strategis leads your business to higher growth and revenue.
Plays a vital role in higher customer engagement
Customer engagement is more than just a transaction between you and your users. It is an ongoing relationship that constantly engages customers using a variety of channels to strengthen the bond with users.
Mobile app marketing strategies help you keep your users engaged with your app by providing them with a better user experience compared to your competitors. When you meet their expectations and ensure a high-quality app with proper functionality, it facilitates effective interaction between the user and your application.
A proper marketing strategy helps you increase customer engagement and leads your application towards higher acceptance.
Boon for greater customer retention
When you apply various app marketing strategies, your customers tend to return to your app and continue to buy the product or service you offer.
Your retained customers help you support sustainable company growth, strengthen customer loyalty, reduce customer churn and increase the value of the business. Also, it lowers the cost of acquiring new users for the application. Customer retention eventually leads your business and app to fulfill its goals.
Now that you know the importance and reasons for an app marketing strategy, you need to know the types of mobile app marketing. And how you can use them to reach your target customers.
Types of mobile app marketing
SMS
Using SMS for mobile app marketing, you can reach directly to your customers inbox and provide new offers, updates, and other relevant information regarding your business or app.
Language or voice app marketing
It is an advanced method where computer-generated calls are made to customers using a robotic voice that promotes your product or service. Your customers can either listen or hangup.
In-game app marketing
You can display your ads on mobile screens when games are opened as videos, banner popups, or full images.
Mobile banner ads
These are mobile-friendly banners which fit on any mobile screen.
Quick response barcode
Barcode helps you to redirect the customers to the website you want. They have to scan the barcode with their mobile camera, and they will visit the site linked with the barcode where customers can see all relevant information your website has and offers.
Bluetooth app marketing
This approach enables location-specific ads on users’ devices.
Phases of App marketing
There can be many phases of app marketing that can lead you towards achieving your business goal. But here, we have mentioned some of the most crucial app marketing phases for you to consider while creating your app strategies. Let’s dig them in.
Phase 1 – App marketing begins with the acquisition
Acquisition of customers is your first step towards successful app marketing. Customer acquisition for applications refers to gaining new customers by booking your space in their mobile devices.
This stage is about promoting your brand/app that reaches your target audience with the aim of acquiring space in the mobile device of their target audience. Big giants do this by smart marketing, spreading their messages in a fun and emotional way to convince their customers and make them believe they are good and how they can easily solve their customers’ problems.
Promising ways that giants use to acquire space in the customer’s mobile app that you can use are; Paid social advertising, search ads, cross-promotional app marketing, etc.
Phase 2 – Make users use your app
Once you establish your customer base, the second phase begins. In this stage, you execute different ways to keep your users engaged with your apps.
You can follow techniques such as an efficient and seamless user onboarding process, offering them discounts and bonuses, implementing incentivized programmes, sending push notifications and in-app messages, and encouraging two-way communication. These strategies help you stay connected with your users.
Phase 3 – App marketing through retaining users
After the completion of phase 2, the step of customer retention initiates. Retention is a long-term process that measures the lifetime value of your customers. This phase focuses on keeping the customers using your app for a longer period.
To retain your existing customers, you can use various strategies such as a customer feedback loop, standard customer service, reward programs, interactive content, personalization, and updates. Implementing these strategies will help you with generating revenue and business growth.
Phase 4 – Analyse and assess how good is your app marketing
This phase is about analyzing how well your app marketing worked. In this stage, you identify and assess different parameters of your strategies. It helps you evaluate the performance of your applications and the behaviour of users.
Through this process, you can determine factors such as average daily and monthly user activation, app session, duration of use, and other key performance indicators. Moreover, you can modify the app strategy based on the data collected after the analysis.
Instances of successful mobile app marketing campaigns
Let’s examine and learn how significant companies benefit from using app marketing strategy.
IKEA Place
By understanding business and customers’ needs, in September 2017, IKEA launched an app campaign called “IKEA Place.”
In the app, IKEA used Augmented Reality (AR) to allow users virtually place furniture in their homes. By doing that, they improvised the user experience of the app. Plus, they gave confidence to users in purchasing the most appropriate items for their homes.
As a result, the initiative earned IKEA over 375,000 monthly users globally. Moreover, it increased user engagement as users spent an average of 8 minutes on the app.
Burn That Ad
A few years ago, to acquire the market and get ahead of the competitors, Burger King ran a successful campaign named “Burn that ad”.
In that campaign, they provide customers with a feature to virtually burn rivals’ advertisements to win prizes. People found the new concept of technology in an application enjoyable and unique.
As a result, they quickly decimated the market of the rival and gained popularity.
10 essential tips you can use to improve your app marketing strategy
- Make sure to create on-point marketing strategies while keeping your target audience in mind.
- Always focus on customers’ needs, service, and satisfaction.
- List your app in app stores, optimise it, and keep it up to date.
- Take advantage of digital marketing tools and technology.
- Re-target your potential customers.
- Improve your network and establish relationships with other businesses.
- Get reviews and ratings for your app.
- Get new users through app install ads and offer free trials, contests, and giveaways.
- Create engaging content for your users.
- Create an online community and a strong social media presence.
Conclusion
Having an app marketing strategy becomes crucial when you want your app to reach new heights and stand tall among the competition.
To do that, implementing various yet smart mobile app marketing strategies is mandatory. It helps you generate new customers, engage them to use your application, and retain them for a longer time. Moreover, it enables you with new opportunities to grow and generate revenue for your business.
Now understanding the reasons, all the phases of application marketing, and keeping the essential tips in mind, you can also achieve your desired goals and vision for your business.
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