Mobile marketing is a broad term, consisting of mobile ads, campaigns, mobile website- just about any kind of marketing that is related to mobile. Mobile app marketing focuses on specific areas such as app promotions, customer engagement with mobile apps and retention of users who already downloaded the app.
Overview
Life without mobile phones is unimaginable these days. If we think deep, cell phones haven’t been around all that long. The early phones were made in the 1970s and were too bulky to carry around. It took another decade to evolve mobile phone technology. They’re now slim, cheap and carry a host of features. It is often said that there are almost as many cell phones in the world as people. The mobile phone is the industry is worth billions and is growing at an exponential rate.
Indian Cellular Association (ICA) reports the annual production of mobile phones within the country has increased from 3 million devices in 2014 to 11 million devices in 2017. India also offers the world’s cheapest mobile data with average 1 GB data costs Rs 18.5 or USD 0.26. With cheap data and a lot of smartphones, Mobile App Marketing in countries like India is heaven. It holds the #1 spot in the number of monthly apps installed.
Mobile Marketing Types
- SMS Marketing: Used to be popular in the early 2000s and is still relevant today. Consists of a few characters/words. Many countries have issued strict regulations regarding SMS marketing. India created a National Do not call registry have helped tackle SPAM marketing calls and SMS.
- Push Notification: First introduced by Apple in 2009 for iOS and Google Cloud Messaging in 2013 for Android. They are like SMS notifications but are only “pushed” to the installed app’s phone.
- Mobile App Marketing: Marketers try to maximize app download and user retention. This is called App Store Optimization. It involves a lot of steps and models which will be explained in details.
- In-game mobile marketing: Sponsors place their products or promotional messages inside the game. For example, a racing game can contain real cars from real manufacturers. This boosts brand recognition and thus sales.
Mobile App Marketing techniques
Research target market
Before marketing the app, the target audience should be known. The specific group of customers who’ll regularly use the app will define the product. The effect will be much stronger if we attract a target audience instead of all people
Competition research
Knowing about the market competition will be helpful to communicate with the target audience. It also helps to identify hurdles in the market and solve them.
Make the app discoverable
It is a process of optimising mobile app so that it is easily discoverable. The higher your app ranks in an app store search results, the more visible it is to the target customers.
It includes:
- Making the title easily and readable
- Focused keywords in the app description
- The icon should define the purpose of the app
- The home page should be easily navigable
- Material theme UI for easy understanding
- Other than optimizing the app, one can also create blogs or viral videos to let know the audience about the app. Using social networks to advertise the app also plays an important role to get connected with the target audience.
Why mobile app and why now?
The evolution of mobile apps continues to roll on. Mobile apps play a very important role in today’s hustle and bustle life. Many start-up unicorns (privately owned start-up company that valued over $1 billion) are primarily based on mobile apps. It is no longer acceptable to grow a business without a mobile app.
Studies show the number of people using mobile surpassed those using desktop by approximately 200,000 people between 2014 and 2015. This is termed as “Mobile Era”. 90% of the time spent on mobile is devoted to app use alone. This opportunity is huge for the business trying to recover lost, or a start-up trying to grow or a big conglomerate trying to gain more customer base.
Mobile App Marketing is a big deal. It should be taken care of if you want to run a business successfully. Therefore, a good and reputable source for learning the latest techniques is very important.
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