As mobile devices become the new primary way for customers to interact with their favorite products and services, the way that big brands are interacting with their customers and prospects is also undergoing rapid change. Brands are catching on to the increasing importance of mobile. Many are realizing that it is not enough to simply launch an app and forget it; they must have a clear and defined strategy to drive awareness to capture the interest of their customer base and prospects.
That said, there are many factors that an app marketing strategy must include. The challenges involved in successfully marketing an app differ greatly from what brand marketers are used to with digital and traditional channels, and the nuances involved can be overwhelming. To help you out, we’ve prioritized some key strategies for your app marketing plan below. Download our e-book, 10 Big Brand Strategies for Mobile App Marketing, to learn more.
1) Dedicate Marketing Resources to Your App
According to the Mobile Marketing Association, the optimal percentage of a marketing budget that should be allocated to mobile is 7 percent — and will only increase with the growth of smartphone adoption. Put the necessary budget and staff behind the marketing of your apps to allow them to become the revenue-generating vehicles they can and deserve to be. Capturing and maintaining app market share requires marketing resources that go beyond marketing your apps at traditional customer touch points.
2) Set App-Oriented Marketing Goals
App marketing presents an entirely new range of marketing goals, with different corresponding strategies and tactics. Measure app-specific goals beyond the obvious metrics such as rank and downloads: measure loyal user acquisition, organic user acquisition, competition, and more. Align your marketing strategies to these goals.
3) Market Your App on Mobile Media
Brands now need to commit an ongoing portion of their overall marketing spend to promoting their apps where mobile users are: mobile advertising networks and real-time bidding exchanges. These channels are the fastest way to build and sustain a large user base.
4) Target Optimal Store Rank and Loyal Users
Reaching users who are browsing the app store is critical to the success of your app. Beyond these organic users, you’ll also want to think in terms of “loyal users.” Loyal users are those who use the app repeatedly, make in-app purchases, and more — they are the users you can build your app business on. Harness technology solutions that help you identify and target these loyal users.
5) Use Optimization Technology to Drive Marketing Performance
Optimization is one of the most critical components of your app marketing program. There are so many targeting variables, and every app performs differently. When working with traditional marketing vehicles, optimization technology is crucial to gain detailed insights into the marketing sources that are delivering on your goals.
As mobile apps become a staple of the consumer experience, it is important to get on customers’ phones before a competitor does. For more detailed information on more strategies and implementing to the highest degree the above, download our e-book, 10 Big Brand Strategies for Mobile App Marketing.
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