What is Mobile App Marketing?
Mobile App Marketing is all about interacting with the users through their entire lifecycle. The process of creating marketing campaigns to reach your users at every stage of the marketing funnel, is Mobile app marketing. From when they first hear about the app, to when they become a regular user.
Mobile app marketing is the process of engaging your app users throughout their entire experience with your app:
- Discovering your app
- Downloading it
- Completing the onboarding process
- Staying engaged
Stages of Mobile App Marketing:
There are 3 stages in the mobile app marketing funnel: awareness, conversion, and retention.
Awareness
The first step of building a successful app is of course, getting it in front of people. In the awareness stage, your goal is to attract targeted users to your app, by convincing him that the app can solve their problems.
There are multiple ways to Increase awareness and attract new users to your app:
- Social media
- Paid advertising
- App store
- App review websites
- QR codes
Remember to focus your marketing on channels where your users are mostly active. To know which marketing channel to use to boost awareness about your app, begin with the bullseye framework.
The bullseye framework is a 5-step process that helps you identify the best marketing channels for your app:
- Brainstorm
- Rank
- Prioritize
- Test
- Focus
Conversion
A conversion is any action that a user takes which adds value to your business.
A conversion for your mobile app occurs when a user:
- Downloads your app
- Sets up an account
- Makes an in-app purchase
- Increases app usage
Regardless of how you monitor and track conversions, you must have processes in place that increase these numbers and lower your customer acquisition costs.
Start by improving onboarding processes to make it easier for your users to achieve their goals.
Other ways to increase conversions include:
- Providing a transparent , distraction-free registration process
- Ensuring your app has a superb interface
- Using mobile push notifications to entice users to upgrade
By breaking core conversion actions into bite-sized steps, you can effectively move the customer further down the mobile app marketing funnel.
Retention
Your customers are the lifeblood of your mobile app and your business. If you fail to keep them happy, they’ll leave for greener pastures. retention is an important factor in calculating the lifetime value of a customer.
Some approaches to improving mobile app retention include:
- In-app messaging
- Push notifications
- Loyalty programs
- Customer surveys
Regularly surveying your customers and offering rewards for completing the survey will help you understand your customer’s true mood. Understanding what your customer likes and dislikes about your app is invaluable.
You should consider how expensive it is to replace a customer than it does to keep one. By listening to your customers and over communicating with them (regular product updates, bug fixes, roadmap), they’ll be more receptive to your offers in the months and years ahead.
How Good Is Your Mobile App Marketing?
It’s very easy to fall into the vanity metric trap. If “monthly app downloads” is your core metric, you’re losing sight of what’s really important.
The success of your mobile app marketing is determined long before you launch any marketing campaign. It’s determined by the questions you and your team ask each other.
What metrics will determine the success or failure of the app?
After all, you can have 1 million app downloads and get featured on Google Play and Apple’s App Store. But what’s the point if it drives very little revenue, or worse yet, there’s no point in place to keep people coming back?
Mobile App Marketing Metrics That You Should Focus On
1. Average Number of Active Daily and Monthly Users
“Active users” is emphasized deliberately. you would like to trace the amount of users who take actions that generate value for your business.
Only focusing on all daily/monthly users will skew your data and perception of how well your mobile app marketing is performing.
2. App Session Length
The average length a user actively uses your app, from login to close is your app’s session length.
Whether you need to improve in this area depends on what kind of app you have. For example, if your app is a mobile game, then 120 seconds is way too less. But if your app is a simple calories tracker, 120 seconds is considerable.
3. Acquisitions Segmented by Referral Source
Acquisitions pinpoint the sources that drive the most conversions so you can decide where to invest your marketing dollars.
For example, imagine if Quora ads generate 200 app downloads a month at 500 Rs per conversion, and Google Search ads generate the same at twice the cost. It would be wise to double-down on Quora ads as your customer acquisition costs are much lower.
If you are looking for professionals for your mobile app development Innovins is the one you should consider. Innovins is the best mobile app development company in Mumbai. Remember that each application is different, so you must consider each one on its own merits. It’s always worth discussing your project with an experienced team of developers: people capable of considering the different approaches, with a varied enough skillset when it comes to cross-platform development.
