Mobile app marketing has soared in recent years. Today, business marketers are engaging audiences at unprecedented levels with distribution, support and incredible features. In 2015, 83 percent of marketers considered mobile apps vital to their content marketing strategy. An even higher percentage of consumer time spent on mobile is dedicated to app use.
While mobile apps are, indeed, incredible marketing tools, they require a lot of effort to launch. Unfortunately, too many marketers fall into the many pitfalls of app creation, branding and promotion. Mobile app marketing strategies are integral to an overall business platform—and your brand deserves total cohesion as it rolls out great features.
Why Your App Needs a Marketing Strategy
Mobile apps, like mobile websites, thrive on visibility. Unlike mobile websites, however, mobile apps experience an entirely segmented realm of the business world. By creating an app, you secure a “private space” for your consumers. For this reason, visibility is critical. You’ll need to target the right audience using a combination of in-app mobile advertisement on similar popular apps and social media outreach to writers and influencers that share and talk about your type of apps and it’s benefits with their vast audience.
A mobile app without proper marketing is destined to fail. Experts agree that Android and iOS app stores are highly competitive. Your app needs feedback, ratings and visibility to survive its birth.
Why You Need a Monetization Strategy
Recent studies have revealed that 60 percent of apps don’t make money. To land an app in the 40 percent that do, you’ll need to monetize correctly. Before developing an app, create a fiscal platform for it to run on. Create options on descending order of importance, and target consumer segments based upon income. Whether you’re offering an innovative solution or common utility, you’re competing against thousands, if not millions, of other apps.
Much of app monetization isn’t price. It’s price targeting. An app download worth a consumer’s dollar should offer incomparable features. Americans currently spend 3.7 hours per day on their smartphones. Find out their daily schedules, and monetize according to wants and needs.
Failure to Segment and Optimize the App Experience
Where user segmentation itself is considered, your mobile app needs to be tested against the industry’s top-dog performers. Before settling on different consumer “brackets” of targeting, sort out your buyers with an SMS strategy. In 2015, 70 percent of consumers considered SMS marketing to be attention-grabbing. More importantly, texting consumers create fertile grounds for mobile app segmentation. 38 percent of consumers prefer text alerts to other mobile alerts, too, making SMS an unbeatable realm for promotion.
A business failing to segment its app’s user-base is destined to encounter a hodgepodge batch of uninterested mobile users. Your app needs to dominate the app store, and it needs a resounding majority of positive reviews to strike attention. Your app should segment user attention both before and after it’s purchased.
The Importance of Measurement
App development costs both money and time. Consumer metrics are important, and your app rollout strategy needs intensive measurement to stay afloat. Your app’s complexity might be appreciated at first glance, but it’ll fall by the wayside if your overarching promotional strategy fails to boost relevancy.
If your app doesn’t engage users immediately, or if it takes time to impact a wide-spread market—don’t worry. By implementing an app download measurement program, your brand can target new shifts in mobile culture, consumer needs and emergent trends. Many app ideas fall away over time. Your app, however new, can still compete in the grand scheme of smartphone-powered solutions. Take care of your app, measure results and impact consumers on every front.
What do you think of what I’ve covered so far? Have you attempted to launch an app before? What were some of your pitfalls? I would love to read your comments below.
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