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2 Simple Mobile App Marketing Strategy To Maximize Profits

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We all have 3-4 apps in our smartphones, on an average. People download apps almost every day. According to Statista, the total number of iOS app downloads in the year 2015 were 25 billion whereas the android app downloads were more than 50 billion.

This blog post will focus on: 

  • How people discover apps
  • How people engage with apps
  • What can brands do about this behavior

According to recent research, the mobile app downloads worldwide are expected to reach 268.69 billion in 2017 from 2.52 billion in 2009. It wouldn’t be wrong to say you start your day by turning to a mobile app. The chances are high! Be it your way to the office meeting, checking your messages on social media platforms, or logging into your fitness routine. This has made one thing clear that apps have become an integral part of our day to day decisions.Source: www.business2community.com

On an average, people spend almost 30 hours per month on apps so that is quite obvious these apps shape our ‘I want to buy’, ‘I want to go’, ‘I want to know’ decisions.

Seeing from a business perspective, mobile apps helps brands to build stronger relationships with their customers. With a mobile app marketing strategy, a business can drive e-commerce, help them connect with their loyal customers, or simply complement a brand’s offline experience. Along with mobile websites, these apps have become an important part for both marketers and customers.

A survey (with 8,470 people with smartphones) was conducted by Ipsos MediaCT and Google to find out how consumers use apps, what drives them to install the apps and how they engage with them. It was found that one in four installed apps is never used.

Why people abandon an app?

The essential points in a strategy is to boost awareness of your app and once you have users, keeping them engaged is crucial. With the points discussed below, you will be able to develop an effective mobile app marketing strategy.

Point 1: One doesn’t discover app in just app store

Not saying app discovery doesn’t happen in the app store. In fact, a good portion of users find new apps in the app store. About 40% of the smartphone users browse for apps in the app stores. Without any doubt, it is a popular way of finding new apps be it gaming, music streaming, or fitness tracking. However, app stores are not the only way to find new apps!

People find about apps in almost all circumstances while using their smartphones. For instance, while watching a YouTube video, searching for another specific app (happens most of the times), or surfing a mobile website.

According to the research, the search is a major source for app discovery. One out of four app users discovers an app via search. For instance, a traveler photographer has to fly to England on a short notice and needs to find a hotel. He Google searches to look for ‘hotels in England’ and discovers an app that lists available short-term rentals and local hotel rooms. As he is a frequent traveler, he downloads the app.1-in-4-app-users-discovers-through-search

For local apps, search engines are especially relevant for discovery. The local, tech and travel categories are mostly benefitted. People belonging to tech (59%), travel (30%), and local (26%) are more likely than the average to use search in order to find the apps they are looking for.

1. Mobile App Marketing Strategy: Your app should be discoverable EVERYWHERE

By now, you must be acquainted that people not only turn to search to find new apps, they download the apps because of search ads. This is among one of the most effective ad formats.

There has been a shift in how consumers learn and find new apps. Therefore, marketers should rethink their approach to app discovery if they are not making their app visible everywhere.

It was found that out of the total people who downloaded an app on the basis of an ad viewed on their smartphone, 50% of them said they were persuaded to download that app because of a search ad.

Benefits of Search ads

Tapping into search doesn’t only help boost app awareness/visibility but also drives app downloads. A consumer is actively looking for an app, and your app pops up at the exact moment. Don’t you think it is going to increase the chances of downloading your app?

However, you app should stand out. As per Statista reports, there are more than 3 million mobile apps available for download. This implies that your apps should be relevant enough and cater to users’ interests. If that doesn’t happen, your app will most probably be abandoned in today’s flooded app market.

Now the question arises how can you get your app noticed?

The answer is ‘App promotion’. You can make people aware of your app and increase its visibility by promoting apps. For example, promotion of an app on the basis of a consumer experience via mobile app install campaigns. By doing this you can reach broader audiences.

By extending your campaign across ad formats (including video and display) that drive app installations help people discover your apps anywhere.

Point 2: App engagement And Reengagement

Why people use apps? We turn to apps to ease our daily requirements and we are more likely to use them if they serve a specific need. According to the research, two out three will use an app frequently when it simplifies their lives. For instance, you can use a fitness app, such as that of workout trainer, to know the fitness exercises and diet. Apps can be quite useful for someone who likes gym and fitness.

The other side of the coin is that app users can abandon the app soon after the transaction. Nearly 38% of those surveyed were more likely to download an app only when they need to complete a purchase. On completing the purchase, more than half will uninstall the app.

Questions like what was attractive about the app that users downloaded it in the first place, how can brands ensure their apps are used over and again? Well, the answer is to prove the utility and value of your app. No user will keep an app that doesn’t solve any purpose. Providing clear value can decrease the chances of them abandoning the app. For instance, Sephora the in-store shopping experience of its customers with an app by letting them scan all products for additional information.

2. Mobile App Marketing Strategy: Create a clear value of your app!

Once they have abandoned an app, they will need an incentive to re-engage with that app. For that matter, there are various ways to draw app user back to your brand. For instance, offering a discount for a purchase. Out of the total people surveyed, 30% said they would start using an app if it offered some discount whereas, 45% of app users said they will return if there was some bonus or exclusive content. These strategies work best with retail and travel industries.

Reengagement Drivers for App Use

With mobile app engagement ads, you can remind the users about the value of your app and get them back. For instance, someone is about to participant in a dance competition and needs a pair of belly dancing shoes, so she searches for ‘women’s belly dancing shoes’. It turns out that she already has a shopping app in her phone that she has used previously. That app could pitch out with a mobile app engagement ad.

Another way of helping people find out what they are looking for is by using deep links in your ads. By doing, it links to the most relevant parts of your app. Taking the same example mentioned above, a deep link could bring that dancer directly to the listings inside the app for belly dance shoes for women. reengagement-drivers-for-app-use

Brands can remain connected to their app users and keep their relationship alive by engaging the audience at the right time with the relevant and valuable content.

Reengagment of the app users

With markets being flooded with the mobile apps, it has become even more challenging to gain a user’s attention to your app. This is the reason your app should be unique from others both in and outside of an app store. So that users can find it and use it over and again.

In order to succeed in the market, it is important to show a clear value to your users.

Using these findings, you can come up with a better mobile app marketing strategies that can help you to succeed in attracting the users as well as engaging the users and bring the value to your business.

You can get certified while you learn about mobile app marketing!

Why do you download an app? What are the basic requirements an ideal app should have?

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.
  • mobile-marketing


  • There are 2 comments


    • 1 year ago

      shivani   /   Reply

      I found this info very informative. Keep mailing more knowledge about digital media.

      • 1 year ago

        Sakshi Behl   /   Reply

        Hi Shivani, we are glad you liked this. You can attend our Free DMO session led by Pradeep Chopra, CEO, Digital Vidya: http://www.digitalvidya.com/dmo/

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