Mobile app marketing is a term used for the creation of marketing campaigns aimed at customer engagement at every stage of the marketing funnel with the help of mobile apps. It is estimated that in 2019, approximately 3.2 billion people own and use a smartphone worldwide. This means that around 41.55% of the human population is using a smartphone and subsequently apps today. When such a huge number of prospective customers are available on a medium, it becomes crucial for a business to promote their product and services on that platform.
With mobile app marketing, companies engage consumers, in this case, mobile app users, throughout their experience which includes discovering the app, Downloading it, completing the onboarding process, and staying engaged with an app. It includes incentives to prompt engagement and the app’s visibility in the app store. Mobile app marketing funnel includes awareness, consideration, conversion, customer relationship, and retention. But it can be understood and applied with three basic stages – awareness, conversion, and retention of the whole funnel.
- Awareness – In this stage, the goal is to attract targeted users/customers to the app using social media, paid advertisements, app stores, app review websites, and QR codes to create awareness. But with all these channels available, it can become difficult to focus on one channel where the users tend to congregate and for this, “the bullseye framework”, a five-step framework designed to help identify the ideal marketing channel, is used. The five-step process includes brainstorming, ranking, prioritizing, testing, and focusing on the marketing channels to choose the ones that can increase the growth and revenue the most.
- Conversion – In this stage, the user adds monetary value to a business by downloading the app, setting up an account, making an in-app purchase, and increasing the app’s usage. Conversion rates can be increased by providing a distraction-free registration process, having a good user interface, using push notification to temp the user to upgrade, etc. These simple steps are very efficient in increasing conversion numbers and decreasing customer acquisition costs.
- Retention – It is very important to retain the customers as both effort and capital has been invested to bring a customer through the above stages to the retention stage. This can be achieved by using tactics such as in-app messaging, push notification, loyalty programs, and customer surveys. Surveys are the best to understand the true needs of the consumer and collecting information for launching features and upgrades that the customer wants. It is crucial to make the customer feel heard because otherwise, he might wander off to other service provider costing the company in terms of time, efforts, and capital invested during the acquisition phase.
An app could have a million downloads and still fail to generate revenues. To measure the success of mobile app marketing metrics such as the average number of active daily and monthly users, app session length, and acquisitions segmented by referral sources are used. As mobile app marketing is a complexly layered form of marketing, it should be handled by skilled personnel only. This is where our company comes into play. We have the knowledge, resources, and skills required for the success of a mobile app marketing campaign.