app marketing strategy

Mobile App

Marketing

Mobile App Brand Objectives:

Generate Revenues

● Product enhancement

and Value ads

● New User Acquisition

● Brand promotion

● Customer Engagement

● Brand Extension

• Downloads

▪ Increase in no. of app downloads from iOS and Android

• Loyal Users

▪ Gaining users to make in-app purchases and retain them

with your app by sharing with friends via email, text or

social media

• Generating App store ranking, reviews and ratings

• User account creation

▪ New

▪ Existing (To retain the existing customers)

• In-app Referrals

• Positivity and Brand Engagement

Mobile App Marketing Goals:

Mobile App Marketing Strategy:

• Product Quality: Create a strong app with no bugs and crashes.

Communicate with customers over issues to encourage Loyalty.

• Create Buzz: Stimulate brand buzz among influencers in the target

customer community, among app reviewers and tech bloggers.

• Get Found: Use app store optimization best practices to be easily

found in the app store and Google play.

• Create an Initial Burst: Use paid advertising and existing customer

platforms(website, text, email) to encourage initial downloads and

reach high rankings in the App Store.

• Social Media Sharing: Incorporate social sharing, email referrals and

text messaging



• Social Media Sharing: Incorporate social sharing, email referrals

and text messaging

• Solicit feedback: Request feedback, ratings and reviews from

customers and contribute to App store.

• Track and Measure: Use analytics to track, optimize ad spend,

track in-app purchases, and identify highest value users.

• Leverage other channels: Incorporate social media and email

marketing to create a community for app users.

Marketing App Services:

● Strategy

● Creative ADS

● Public Relations

● Cross Promotion

● Ad Management

● App Store

Optimization

● Social Media

App Store Optimization(ASO):

• ASO strategy requires the same elements as SEO:

▪ Competitor Analysis

▪ Keyword Research

• ASO Deliverables:

▪ Submitted Keywords to Google Index and Google Play

store Directories

▪ A Keyword rich and conversion optimized app store

description

▪ Localized info, languages, reviews and ratings

▪ High quality screenshots, videos.

Paid Advertising:

• Advertising Channels: ▪ Ad enablers and networks

iAD, inMobi, Admob▪ Marketing Networks

TapJoy, Jumptap▪ RTB Exchanges▪ Facebook Ads▪ Google Adwords▪ Direct Media buys

• Display Ads:▪ In-app ads▪ Expanded Banners▪ Mobile Banner ads▪ Rich media Video

To get to the top of a category:

Get Maximum downloads in Minimum Time

Bust Marketing:

● Increase Organic Downloads

● Gain Ranking in app store

● Paid campaigns to spur

downloadst

Cross Channel Promotion:

● Cross Channel Promotion - Targeting potential customers through

another product

● Social Media Sites

● Broadcast Media

● Web ads

● Print ads

● Website promotion

● Online Business Profiles

● Email Marketing

● Video Marketing

● Articles and Content

Marketing

● Blogs

Push Notifications to rate and

review

Referral Contest in

Social Media

Seasonal Campaigns

Referral Marketing:

• Push Notifications to rate and review

• Referral Contests

• Seasonal Campaigns

Customer Retention Strategy:

If we are branding our app and still the crowd isn't talking about

our app, the reason maybe we are boring. We may have high

pricing because it's safer for profit but not worth to attract

users.

● Create a Culture of Buzz! – Need to modify the app with new

updated products, pricing and new offers in support with

branding.

● Consistency Builds trust! – Customer retention is a long term

goal, and cannot be driven by event. Repetition, consistency

and authentication builds the trust.

● Trust more important factor to offer – Trust is earned by

keeping promises and on-time delivery.

Customer Retention Strategies:

65% of the company’s business

grow from existing customers, and

it costs five times higher to attract

a new customer than to keep an

existing one satisfied

User Retention is the key:

• Create a quality app with new and regular updates.

• Use push notifications to increase interaction – When they

are used properly, they can increase the retention rate by

80% from first month onwards.

• Build a community outside the app: Leverage social media,

especially Twitter and Facebook to create a community

outside of your app. This helps you to find new users and

allows you to engage with the existing users.

• Update your app regularly with new products, new banner

images and add new features. This leads the customers to

remind users about your app.

Ways to increase mobile appuser retention:

• Get Feedback: Getting feedback from users will not only

allow you to make a better app, but it also helps you to

intercept negative feedback.

• Apptentive Tool: Services like apptentive can easily be added

to your app to increase retention.

• Proper Communication: Be sure to properly communicate all

of the benefits of your app, so users understand the app

process and values. This can be done by having a first time

tutorial and properly labeling the functions of the app

• Daily return bonuses to encourage them to come back.

Ways to increase mobile appuser retention:

C-A-R-S Model for User Retention:

Customize:• Create targeted, customized campaigns depending on what the

user will be interested in. • Build Loyalty: Keep track of the user behavior. Use various

modes such as push notifications, in-app messaging and A/B testing, as this helps determine the audience attributes and requirements.

Analyze:• It is essential to use analytics to monitor your app performance

continuously and track crucial KPI’s . This helps to identify and solve the real time issues.

• Monitor the performance of your customization as well.

Reward Programs:

● Rewarding improves user retention and engagement, but

satisfied users are more likely to recommend the app to

their social circle.

● Customize the rewards based on the type of app and user

base. Analytics is crucial to identify successful reward

programs across different user segments.

● Frequently used methods:

● In-app notifications

▪ Push Notification

▪ Mail

▪ Social incentives

• Happy customers who get their issue resolved tell about 4 to

6 people about their experience.

• Listening to feedback and acting on mistakes is crucial

towards building user loyalty. So try to collect feedback from

all customers.

• Tracking and resolving user complaints which include but not

restricted to social media and in-app feedback forms.

Services and Support: