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Mobile marketing can be a pretty broad term, referring to mobile ads, apps, mobile websites–just about any kind of marketing that happens on a mobile device. But mobile app marketing? That’s focused on app promotion, and even more importantly, the engagement and retention of users who have already downloaded your app.
Your mobile audience has a whole different set of needs and desires than audiences in other channels–and add in that that they’re using different devices, too, and you have another set of parameters to consider.
Mobile app marketing is about interacting with your users through their entire lifecycle — from when they first hear about your app, to when they become a loyal and regular user. To do this effectively, you have to figure out who will use your app, where to find those people, what to say to them, and what they want from you.
The typical way to think of mobile app usage is as a sequence of stages, or “funnel”. There are many funnel stages, but here’s a simplified view.
The funnel concept is useful as a model, though in reality users often go back and forth between stages, so you may also hear this referred to as the “mobile engagement loop”.
Each stage requires different strategies and tactics, and each is required for a successful mobile app marketing strategy.
App Store Optimization helps make your app more visible in Apple’s App Store. By optimizing indexed copy like title and keywords and carefully choosing your app’s category, you can help the right users find your app in a crowded market.
Push notifications are alerts or banners that appear on a user’s mobile device home screen or lock screen. They’re similar to a text message, but a user has to have downloaded your app to receive them. Push notifications serve to:
Want to know more? See how users really feel about push notifications, and how mobile marketers can make them better.
The best kind of marketing is built on thorough, accessible data. But what are the metrics that truly measure how your app is stacking up against the goals you set?
It’s not just about the number of downloads anymore–although that number definitely matters when you’re launching a new app. You want to look at:
The first part of building a successful app is, of course, getting people to use it. From a messaging perspective, you have to convince a prospective user that your app can solve a problem they have. Some of the most common channels for sending these messages include:
In determining an acquisition strategy, it’s important to keep track of your cost per acquisition, or CPA. Some channels — like your app store listing, or a webpage, or organic social posts — don’t cost anything, but are time-consuming. Others — like paid ads — can be expensive, but are easier to optimize and scale. Determining the right balance of acquisition activities is critical for the long-term success of your app.
Comparing the CPA to the lifetime value of your customers will tell you whether an acquisition strategy is worth the money and time you’re putting into it. And the lifetime value calculation depends heavily on whether you can activate, and then retain, the users you’re acquired.
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