Mobile App Marketing
What is Mobile App Marketing?
Mobile app marketing entails interacting with your users throughout their entire lifecycle — from the moment they first hear about your app to the moment they become a loyal and frequent user. To do this effectively, you must first determine who will use your app, where to find them, what to say to them, and what they expect from you.
The most common way to think about mobile app usage is as a series of stages, or “funnel.” There are numerous funnel stages, but here’s a simplified representation.
The first step in a user’s interaction with your app is acquisition. In the first place, how do you get them to download and install your app?
The following step is activation. The exact meaning of “user activation” varies by app, but in general, activation refers to a user’s first actions, such as entering their email address or making their first purchase.
Mobile App Marketing vs Mobile Marketing: What’s the Difference?
Mobile app marketing entails developing marketing campaigns that communicate with your users at every stage of their life cycle, from the moment they first download your app to the point when they become a regular user and brand advocate who makes numerous in-app purchases.
The secret to successful mobile app marketing is to engage in effective marketing activities that attract new users, improve retention, and reduce churn rates.
Mobile marketing includes any marketing activity that takes place on a mobile device, such as responsive web design and A/B testing on mobile checkout pages, as well as mobile-only display ads and email marketing.
How to Communicate with Your User?
Whatever channel you use, your user’s attention is a valuable resource, and you must ensure that what you send is valuable to them. Make sure to answer the following questions every time you send a message:
What is the goal of your message? Is it useful to your user?
What do you want the user to do after they receive it? This will allow you to communicate your intent more effectively and measure its effectiveness more accurately.
In what context is your message important? Context is everything in mobile messaging: time, location, and user preferences.
Will your user be bothered? If you’re Twitter, it may be acceptable to send 20 push notifications per day. If you’re Candy Crush, perhaps you shouldn’t even send one push notification per week because your user is a casual gamer who isn’t interested in new features.
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