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Vibha Singh, VP, Digital Strategy and Communication, ET Medialabs.From Vibha Singh

Mobile has proven to be more than just the future; it has effectively revolutionized businesses. With the total number of smartphone users reaching 2.7 billion in 2020, the mobile app industry is thriving. With mobile technology exploding, we have nearly 4 million apps available to download from leading app stores today. As a result, apps are moving away from independent platforms and are being integrated into mobile strategies. Hence, companies need to understand that the way they market their apps is key to their strategy.

A definitive marketing strategy is the only way to stand out from the rest in the current app market. While focusing on mobile app development and designing a well-functioning app is a critical success factor, all efforts are in vain if end users do not know that such a product exists.

Mobile app marketing strategies

Statistics show that over 68% of mobile app companies have a well-defined app marketing strategy in place. 90% of companies said their mobile app was quite successful and they got financial benefits from it. And about 38% said they update their app almost every month with no bugs.

Mobile app marketing is essential for companies to address their smartphone users and make them aware of their mobile app. It’s not enough to just create an app. It’s just as important to have a solid strategy for getting it to the right audience. Below are a few steps to create the right advertising strategy:

1. Formulate a robust SEO strategy

A well-defined strategy 1-2 months before the app launches can help make up for the time it takes Google to collect data and rank higher in the SERPs from the start. Marketers should create original content to upload and share on social media channels or on the brand’s website.

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2. Test different channels

After developing an app, it is important to try it out on different channels. Google’s Universal App Campaigns (UACs) are one such powerful advertising tool with automated ad types that generate more app installs and more in-app conversions. Facebook Automated App Ads are designed to optimize mobile app installation campaigns that consist of just one ad group and one ad. Running app store ads is another great way to test campaign performance.

3. Take a long-term approach

When marketing a mobile app, marketers need to establish and design a methodical strategy to attract high quality users with a higher lifetime value, as opposed to low quality, high volume installations that can result in poor performance over the long term.

4. Focus on acquisition and retention

An acquisition-centric growth model seems attractive for short-term goals, but in the long term, retention is the foundation for growth. Improving the first-time user experience is critical. A quarter of the installed apps are only used once and it is imperative to prove to your customers that their app is worth going back to.

5. Role of the right creative

Getting the creative anatomy right to the point is critical. The tone and mood that work for a particular brand and demographic are never guaranteed to work for any other brand. Hence, one has to tailor one’s ads based on the interests and preferences of the audience.

6. Segment the app ads

App marketers should build different segments for different audiences based on country, gender, interests, etc. This not only helps measure overall ad performance for specific segments, it also helps in understanding user behavior, patterns, and interactions.

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7. Do a competitive analysis

Researching a list of competitors with their price, monetization model, app store ranking, UX pros and cons, and ratings can help earn points.

8. Test different ad formats

Use a variety of different ad formats available for ads such as: B. Video, banner, bonus or playable. It’s important to choose the right ad format to target the relevant audience, e.g. B. Video Ads, Playable Ads, Banner Ads, and Premium Ads. Each format is unique in its own way and requires specialization for the purpose of app integration. Marketers need to ensure that the advertising platform they are planning to use is capable of serving high definition ads.

9. Use App Store Optimization

The app’s listing needs to be optimized so that it appears at the top of the 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 more contact with potential new users. App detection is highly dependent on the results of the app store, so the correct ASO is the key to the success of the app.

10. Define and track relevant KPIs

Regularly review and analyze the app’s key performance indicators (KPIs). KPIs help measure the performance of the app by assessing the in-campaign and in-app activity that are critical to the business goals. This way marketers can know where their app is doing well and where it needs improvement.

Sum up

Marketing takes time to show results, and consistency is key to long-term success. There is no shortcut here. Don’t stop halfway because no one has installed your app or no one is visiting your blog. Just shoot your arrow and trust your aim is true. In the end, the rewards will be worth it.

The author is Vice President Digital Strategy and Communication at ET Medialabs. Views expressed are personal.

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