So, you are done with the development of your dream app. Kudos to you! Now, it is high time to drive traffic to it so that you can start making sales and earn money. Earlier, launching an application and optimizing it for app stores was sufficient to get downloads and traffic.
But, today, things have changed; you need to run well-planned marketing campaigns if you need to get continuous engagement from users. Also, there will be more opportunities for organizations to scale the growth of their application with the help of powerful mobile app marketing campaigns in 2019.
Before discussing how to create ones, let put some spotlight on what exactly is mobile app marketing.
What is Mobile App Marketing?
Mobile application marketing is all about interacting with your users through their whole lifecycle – from when they initially heard about your application to when they turn into a regular and loyal user. To do this effectively, you need to find out who will utilize your application, where to find those individuals, what to state to them, and what they need from you. The essential goal of any mobile app marketing campaign is to:
- Attract more users
- Engage and Retain existing users
- Generate and increase revenue from existing users
Mobile application marketing is about always engaging a user all through his/her life-cycle. And lifecycle here means the time they initially hear about your application to the time they become a loyal user. Now that we know what mobile app marketing is let’s find out why it is necessary to pay heeds to it.
Why Is Mobile App Marketing Needed?
We all know how huge the mobile app market is, and as an ever-increasing number of consumers turn to them for their everyday computing needs, the demand for better solutions develop. Source
With such a significant number of mobile applications built up every year, what decides the success of an application? A unique, robust and engaging mobile application used to be sufficient to obtain a huge number of users. However, the game has changed now.
Pretty much every niche has various relating mobile applications which are viable solutions. Users have to effectively choose which application they’d like to download. Therefore, to effectively acquire users, appreneurs owners must fight the battle for the brand awareness, attention and trust of potential users. That is the reason mobile application marketing is presently a need. Now, let’s find out how you can do it effectively to get the most out of it.
How to Create Great Mobile App Marketing Campaigns in 2019?
1. Analyze User Behavior and Target Accordingly
Any successful marketing campaign needs a sharp buyer persona. You can’t showcase or even build up an application without powerful insights of your target consumer. These insights help you in attracting users in the right manner. Begin by listing out some vital and fundamental attributes for superior persona development. These could include:
- Income Bracket
Furthermore, you can also try surveys and in-application feedbacks for doing a deep analysis of the preferences of your users. Also, find out the devices which are utilized by your target audience and make your campaigns accordingly.
2. Say NO to Direct Marketing
Application marketing doesn’t need to be direct. You don’t need to request people to download your application to promote it. Rather, you can attract them with valuable features and valuable content – and add indirect CTA requesting users to download the application.
That’s what Starbucks did in its campaign which resulted in 2 things each marketer needs: application downloads and user-generated content. The campaign asked users to upload the pictures of decorated Starbucks cup on Instagram and Twitter with an offer that the winner will get the incentives and free gift cards. That resulted in nearly 4,000 photo entries in just 3 weeks.
This type of content generated by users is valuable, and drive heaps of views and shares for the brand. Also, when people who saw these pictures got excited to see more pictures and finally landed on the official Starbucks page. Now, what do they saw there?
The brand bio of Starbucks, which incorporated a link to download the application. The takeaway is that application marketing is something more than just requesting people to download your application. Including value and gamifying your CTAs like Starbucks is the smartest way to improve your application’s popularity.
3. Pay Heeds to Voice Search
According to Search Engine Land, voice-based commerce sales in the United States came to $1.8 billion in 2017 and are projected to reach $40B by 2022. That’s right, that is 40 billion! This trend implies 2019 is the year to get ahead of the game.
Voice searching is a bright bit of technology. Not only it makes easier to find valuable information online without hassles; people adore it as it reduces their screen time. So, make sure your mobile app marketing campaigns are optimized for voice searches.
4. Leverage Creative Marketing
2019 will also be the year of creative marketing. So marketers need to leverage creatives that encourage engagement and are interactive. Creative Marketing, if used in the right way, increase user’s curiosity and marketers gain the ability to exhibit the most attractive aspects of their application through it.
Short video ads are also gaining equal popularity. And with 87% of online advertisers reporting that they use video content in their marketing strategies, this trend seems as though it will keep going strong in the years ahead. Here are a few numbers that show the significance of including video into your mobile app marketing strategy in 2019:
- 70% of users state that they have shared a brand’s video
- 72% of organizations state video has improved their conversion rate
- 52% of customers state that watching product videos makes them positive about online purchase decisions
- 65% of executives visit the advertiser’s website and 39% call a seller after watching a video
And, don’t simply think YouTube when it comes to videos advertising. To get higher engagement with your video marketing, you can make a video post or begin a live broadcast on Facebook, LinkedIn or Instagram as well.
5. Do Not Forget ASO – App store optimization
ASO works in a similar way as SEO with the aim to increase the visibility of your app. App stores rank the most relevant and famous applications at the top of search queries, and your motive is to be one of those applications.
As per Forresters, 63% of applications are found through application store searches, so it can have a gigantic effect to your download numbers if your application performs well and gets noticed by application store indexing. Here is an example of incredible ASO implemented by Zomato.
So above mentioned are the primary components you have to take care of before setting your mobile app marketing campaigns in 2019. It’s essential to be ahead of the game with regards to promoting your mobile app. If you have any query regarding developing or marketing your mobile app, get a free quote here.
Humane yet subtle, Naiya is a girl full of ideas about almost everything. After earning a bachelor’s degree in computer science and engineering, she decided to merge her technical knowledge with her passion for writing – to accomplish something interesting with the fusion. Her write-ups are usually based on technology, mobile apps, and mobile development platforms to help people utilize the mobile world in an efficient way. Besides writing, you can find her making dance videos on Bollywood songs in a corner. To know more, connect her on LinkedIn.