The Complete Guide to Mobile Marketing [2020]

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The Complete Guide to Mobile Marketing [2020]

Define a Mobile App Marketing Strategy for your Android Application


The mobile applications market is a competitive environment. Each year it becomes more and more difficult to stand out from the crowd. Why? Because every month thousands of new apps are released in the Apple App Store and the Google Play Store. And that is exactly why it is important to have a clear mobile marketing strategy.


The APP strategy must be planned in advance. Only in this way will we be able to turn the mobile phones of our potential customers into an essential part of the marketing strategy. An app is an essential part of marketing. Therefore, in most cases it is called APP Marketing.

 

In this article we want to find the keys to create a mobile marketing strategy to promote our application. "Marketing is not the art of selling what you produce, but knowing what to produce".


You might be interested in: Android App Development Instead of Web Development


How to launch a mobile application?

In 2018, nearly half (42%) of small businesses had a mobile app and 30% planned to launch an app in the future.


Plus, pretty much every big business has an app - so that's a lot of people to compete with.

As mentioned earlier, it is very important to differentiate yourself with a mobile marketing plan .

One of the most important things to do when planning to market an app is to define your Key Performance Indicators (KPIs). Using the right strategies at each stage of the user journey will help you identify possible obstacles that are preventing them from moving from the first to the last stage.


It is essential to focus on real-time data and use it to analyze and optimize the performance of your application.


1. The awareness stage:

At this point, the user sees your application for the first time. This is probably due to your marketing communication, your ASO (App Store Optimization) or SEO (Search Engine Optimization) strategy for promoting your application.

Based on your communication and / or recommendations from other users, your audience will decide whether or not they are interested in downloading the app.

Key elements of the awareness stage:

  • CPM (cost per mile). This metric is used to represent the cost of dedicated ad space per 1,000 impressions of your ad.

  • Source of traffic. This element simply tells you where the user found your app . Use it to track your marketing communications and see which channels are working best for you.

  • Click-through rate (CTR). This measurement is given as a percentage and indicates how many users click on links to access your home page or other dedicated sites. For example, a social media ad that leads to a home page where your app can be downloaded.

These indicators will help you discover which marketing actions contribute to the achievement of your objectives. If there is no interaction with users , you could be targeting the wrong audience, advertising in the wrong place, or not using the right communication channels.

Depending on the success or failure of your strategies, you can adjust your mobile marketing strategy.



2. The acquisition stage:

At this point the user is familiar with your application. This means that your communication encouraged your target to download and install the application.

 

Key elements of the acquisition stage

  • User demographics. These are used to understand and identify your key users. Have information such as age, income, consumption habits, etc. will help you target them more effectively with your mobile marketing strategy.

  • Number of downloads. Knowing the number of people who have downloaded your application allows you to know the effectiveness of your communication.

  • Devices. See if your downloads are done on Android, iOS or tablets . This information will allow you to refine your targeting.

  • Cost per download. This is the total of your spend divided by the total number of installations of your app.

By understanding where your downloads are coming from, you can build on the most profitable channels while improving the others.


3. The activation stage:

At this point, the user has taken their first steps in the application. Since downloads are not enough to make your app successful, you will have to check if your target is really using it.

Up to 90% of your users will uninstall your app after first use . In order to avoid this, it is essential that the user experiences this “wow effect” and discovers the value of your application . If this “wow” moment doesn't happen, the user will likely stop using your app.


 

Key elements of the activation stage

Integration phase: Used to measure the success of the activation step. Depending on your application, this could be creating an account, adding a first friend, making a first purchase, etc.


Percentage of activation: This is the percentage of users who downloaded your app and completed the onboarding phase.


When users download your application but do not use it, it may be necessary to optimize your 

integration phase: You can do this by simplifying the texts, adjusting the design, or adding incentives to encourage the user to interact.

4. The retention stage:

At this point, the user has installed your application and completed the integration phase. Now is the time to measure how often the app is used. Once the formula is found, the application can be improved to increase retention.

Key elements of the retention stage

  • Active users. Track daily and monthly users to see who uses your app regularly.

  • Duration of the session. Measure the duration of a user's activity per visit to your application. This information will help discover which pages or parts of your app are leaving it.

  • Uninstallation rate. How many people are uninstalling your app? And more importantly, after how long?

You may notice that users do not return to your app. To prevent abandonment, consider inducing use through push notifications or emails. This is crucial to prevent user uninstallation.

5. The monetization stage:

At this point, your app is being used regularly by your user. This means that he uses your app and loves the benefits it offers. You can now attempt to convert them to paid users.

Think about premium subscriptions or exclusive features! Users who have come to this point probably see the value of investing a small amount of money for something extra.

Key elements of the monetization stage

  • Free / paid conversion percentage. This is the number of regular users who become paid users.

  • Conversion deadlines. How long did it take on average for users to become paid users?

If your application is used frequently, consider offering high-end features or extensions. By analyzing the average conversion time, you will be able to know when users are most inclined to pay for additional features.

 

To read | Best File Sharing App and Features

 

6. The referral stage:

At this point, the user is happy with your app and is likely to recommend it to others. Now is the perfect time to encourage them to leave a positive review or a high rating in the corresponding app store.

Key elements of the recommendation stage

  • Application review. Brief reviews from satisfied users of the app are key to attracting new users.

  • Application rating. The “five star” ratings given by users of the Google Play Store or the App Store can have a positive influence on the number of downloads.

  • Sharing on social networks. This is the number of times your app has been shared on social media.

Keep in mind that top rated apps are more likely to download. Especially if you have an app similar to those offered by your competition - it is important to stand out with a great rating.

In addition, in terms of mobile strategy, it is crucial to think about the best time to ask for an opinion. The opinion of a user who has just installed your mobile application and that of a user who has been using it regularly for two weeks will probably not have the same value.

How to properly promote its application?

Promoting your mobile app is not something to be taken lightly. If you want to do it right, you need to define your core target, use the right channels to reach it and, above all, measure everything!

A data-driven approach and a good mobile marketing strategy will allow you to achieve your goals quickly and affordably. The important thing is to find your main channel of communication.

Once that's clear, around 80% of your downloads should come from there.


Need help from app marketing experts?

Confused about where to start with your mobile app marketing plan? At Cybexo Inc. we don't just have app building experts - we can also put you in touch with app marketers who can walk you through each of the steps we've covered in this article.


It would be our pleasure to help you! Contact us, and we will put you in touch with the right expert!

 

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