Ever come across this process while encountering a new app? Discovering or coming across the app, installing it on your device(mobile), completing the onboarding process, and staying connected. It is a part of the process of mobile app marketing which naturally leads to the question, ‘What is Mobile App Marketing?’ Mobile app marketing is a form of digital marketing wherein you create marketing campaigns and engage users throughout the journey with the help of your app.
Difference Between Mobile Marketing and Mobile App Marketing?
Mobile marketing is simply any marketing activity that occurs through the mobile. Mobile App marketing is a process of creating marketing campaigns that help you interact with your users at every stage through your app.
The Mobile App Marketing Funnel
- Awareness and Acquisition
- Conversion and Activation
- Retention
Awareness and Acquisition
The first step for a successful marketing strategy is to get people to know your app. Make them aware that it can solve their issues and getting them to install and use it. The goal of this step is to attract potential users through various platforms. There are various ways to do so-
- Social media- It is the most powerful and effective tool to reach your target audience. It can also include paid social advertising. Moreover, the main perk of this strategy is that the users of your app can recruit friends and family members and get more people to use your app.
- Incentives/ paid advertising- Offering incentives like product giveaways, exclusive offers, or other attractive rewards for clients to download and install your app. However, a drawback of this strategy may include the fact that users may uninstall the app soon after they receive the reward.
- App-store listing- It involves describing and using pictures for every app. It is crucial to write your listing in such a way that it appeals to the customers to download it. Moreover, if you own or include more than one app, you can use one to promote another.
- It is crucial to keep track of your cost per acquisition also known as CPA. For instance, there might be some platforms for promotions that are free of cost but can also require a lot of time and effort. Whereas other such as paid ads might become expensive but can save time and resources.
Conversion and Activation
The most crucial involves appealing to the interests of the users and prompting them to use it. Many a time it happens so, that the user abandons the app soon after downloading it. The goal of this step is to involve the user’s actions that add monetary value to your business. A basic conversion process-
The user downloads your app.
They then set up an account to activate it.
Make in-app purchases to add to your monetary value.
Recruits new users and increases app usage.
It is crucial to keep in mind that the process must be improvised and revised in order to attract more users and keep them engaged as well as lower your customer acquisition costs.
Some of the ways by which you can kickstart or boost your app customer rating and performance-
Using push notifications makes it easier to specify actions to the users and prompt them to upgrade. Push notifications appear even when the user is not using the app at that particular time.
Creating a hassle-free and easy to get through registration process.
A good onboarding flow system where the user gets a quick guide through all the key features and how to use them. Moreover, they also get to build a sense of trust and anticipation.
Making sure that the app has a good user interface.
Retention
It is important to keep your customers engaged and interested in your app. You must not fail to satisfy their expectations and keep them interested to continue using your app. It is the factor that determines the lifetime of your customers and hence, whether your business was profitable or not. Strategies that can help you with user retention include-
- Special offers and discounts- Using your knowledge of what your user is interested in or based on their previous purchases, get them back into your app. Send them discounts and exclusive offers to arouse their curiosity about your latest features.
- Exclusive content- Providing exclusive and special content available only through the app is another effective way to keep your users interested.
- Special additions and features- Keep your users updated with all the latest features and additions and guide them through to use it.
- Customer surveys- Customer surveys are effective in understanding the needs and expectations of your customers. They give you an idea of their interests and how to appeal to them.
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