Mobile apps have come a long way; from being independent platforms they are now a part of core business and its strategies. Today mobile applications are one of the most successful ways to market your enterprise and tap a larger market. In fact, they are the best way to create brand value while complementing your websites. In a survey, 70% seasoned and experienced marketers voted positively in response to app development. In short, a mobile app is a valuable platform that allows you to market your brand, represent your brand values, stage your products, get hands-on revenue generated by in-app ads and enhance your reach.
Realizing the potential of a mobile app in business growth, several companies have jumped the mobile app bandwagon. To build apps, these companies either hire top mobile app development companies or use DIY top app development software. Once the app is built, marketers promote their mobile solution via traditional marketing channels. But such traditional marketing strategies do not work anymore.
There are nearly 2.8 million apps in leading app stores. This stat clearly shows how competitive app industry is and how important it is to market your app efficiently. The most successful apps are the ones that involve great marketing strategies, resources, and a good amount of investment.
How to Build Comprehensive App Marketing Strategies?
Let’s now get to the crux of the matter – how to craft app marketing strategies that can have a real impact on your bottom line. Here we have tried to capture some of the best innovative and profitable app marketing strategies that will help you reach your goal faster:
- Focus on Key Performance Indicators (KPIs)
Marketing goals must be specific, measurable and realistic. While marketing for mobile applications these points should still be intact, however, tweak your strategies to be more focused to the KPI’s like organic and loyal user acquisition, app store rankings, download rates, cost per download and app store optimization.
The best way to make your mobile app marketing strategies match your business strategies is to understand your ultimate goal and knit your strategies around it. To accomplish this, you must bifurcate your goals into two parts, i.e., list of primary goals and list of secondary goals.
- Invest in App Advertising
Mobile applications are one of the most effective marketing tools and yet many times marketers tend to marginalize their value radically. When it comes to mobile app advertising, only a meager amount of sum is invested. This is one of the biggest mistakes carried out by a brand. A prime goal behind advertising of mobile apps should revolve around building brand awareness and to stay connected with customers.
- Market the Experience, Not the App
Don’t develop the mobile application for the sake of trends, no matter how much overblown the trend is, develop apps for brand marketing & brand building.
Mobile apps are the best way to create brand awareness. While developing mobile applications keep in mind that it is as a potential tool to market your brand, enterprise quality, mottos, values and much more. Thus, mobile app experience plays a significant role in building a loyal customer base for your enterprise. Build mobile applications rendering great user experience and let your applications speak for it.
- Consider Newer Marketing Platforms/Channels
Consumer behavior has changed radically. This has led to the evolution of marketing methodologies. App marketers are required to focus on new avenues, platforms, and tools that will help them capture consumer attention.
Given the cutthroat competition, it is important to use tools which are much accessible, user-friendly, and impactful for your target audience. Thus, we can say traditional methods such as in-store signage, email newsletters, mass media, website banners are not just enough for fulfilling your app development vision. Today’s smart customer does not download an app by simply seeing an ad or banner of it.
Thus, rather than opting for traditional methods, it is advisable to apply marketing strategies where a prospect is himself drawn to your mobile app. One of the strategies worth considering in this regard is promoting mobile apps onto advertising networks which are specifically for mobiles. Also, real-time bidding exchange is trending as it results in instant app downloads. Some of these practices are very effective and come at very competitive prices. So, play with the rules and you are much closer to getting success.
- Perform Organic Lift
The boost in-app download stats will lead to higher rankings of your mobile applications in the App Stores which in turn will result in more visibility and more app downloads. As we discussed in previous points, advertising is one of the strategies to drive downloads. Another effective tactic is the organic lift. This is an umbrella term for various strategies and ASO practices to boost your app rankings in App Stores.
The route to a successful app market campaigning is best found in maintaining an equilibrium between ad investments, app ranking and organic downloads.
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