Digital Marketing Guide for Mobile Apps

Mobile marketing is an extensive concept that covers all mobile-related topics, including mobile ads, apps, and mobile websites. When it comes to app marketing, it specifically refers to the promotion of mobile apps, engaging with users, and encouraging existing app users to spend more time on the app.

The desires and needs of your target audience on mobile differ from those on other channels. Additionally, since each user accesses your app through different mobile devices, various factors related to these devices must also be considered.

There are two key types of app marketing. Let’s explore these types in detail.

1. App Downloads and User Acquisition

User acquisition refers to the efforts made to gain new users for your app. It is crucial for sustainability. Today, there are approximately 2 million apps in the Apple App Store and about 3 million in the Google Play Store. However, don’t be fooled by these numbers; most apps on these platforms are either never downloaded or are used only once. Despite this, with the right app marketing campaign, you can significantly grow your user base. Remember, most user acquisition campaigns happen in digital environments.

App Store Optimization (ASO)

With App Store Optimization, you can improve your visibility on platforms like the Apple Store and Google Play Store. Using the right title, incorporating relevant keywords in your app description, and considering many other factors will help potential users find your app. We will discuss this topic in more detail in a future post.

Instagram, Facebook, Twitter App Ads

You can leverage the advertising opportunities of popular social media platforms to encourage your target audience to download and use your app. Thanks to their advanced ad technologies, these platforms allow you to reach the right audience and achieve higher conversion rates. If you have a limited advertising budget, social media ads can help you meet your app download goals.

2. User Engagement and Re-usage After Download

You can’t just settle for users downloading your app. As mentioned earlier, most apps are uninstalled after one use. This is where the user experience and components that encourage users to spend more time in your app come into play. Additionally, your engagement with users is another important factor that triggers them to use the app more. Let’s explore the strategies under this category.

Push Notifications

Push notifications are familiar to every mobile user; these are the alerts that appear on your phone's lock screen or home screen in the form of banners or boxes. Even though these are short messages, the user must have downloaded the app to see them.

By using push notifications for your app, you can:

• Inform users about new products, services, and discounts.

• Remind users about important updates or payments.

• Send personalized notifications based on location.

• Reduce retention rates.
  

Push notifications can increase user engagement by up to 88%. Are you ready to learn more? Let’s now explore how digital marketers use these types of notifications.

Rich Push Notifications

These notifications serve the same purpose as the previous ones but are considered richer because they include photos, videos, or audio media. With rich notifications, your message has the potential to be more descriptive and compelling. Statistics show that users receiving rich notifications engage with apps 30% more compared to regular notifications.

In-App Messages

In-app messages appear when the user is active within the app. The purpose of using in-app messages includes:

• Purchase confirmations
  

• Personalized recommendations or tips for the user
  

• Announcements about new products, service updates, and special discounts for the day
  

• Messages requesting ratings and reviews on the App Store
  

By utilizing in-app messages, you can:

• Increase your conversion rates (messages that appear as a response to users’ actions can boost conversions by up to four times).
  

• Encourage actions such as social media sharing or entering user information, helping bring users back to complete other tasks within the app.
  

• Enhance the overall user experience.
  

How to Measure the Performance of Your App Marketing Efforts?

One of the most important aspects of digital marketing is ensuring that your campaigns and strategies are measurable. When you can measure the results of your campaign or strategy, you can make more confident decisions for the next steps. In app marketing, in addition to tracking app downloads, there are key metrics you should analyze:

• Retention Rate: This metric shows how many users continue to use the app after downloading it. It is a crucial performance metric.
  

• Daily/Weekly/Monthly Active Users: This insight helps you compare download numbers with the number of active users, revealing how many users are not engaging with the app.
  

• Visit Duration: This metric tells you how long users spend on your app. You can improve this by using notifications or messages.
  

• Acquisitions (User Acquisition Channels): This metric helps you understand which channels are driving app downloads, such as Instagram ads.
  

• Lifetime Value (LTV): This metric shows how much value your users bring to your business. For example, if the average in-app purchase value is 10$, and the average user makes 5 purchases per year, remaining active for 3 years, the LTV would be calculated as 10 x 5 x 3 = 150$. Ready to transform your app's outreach?
  

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