Success doesn’t come by chance. You need to spend quality of time behind it, need to make smart decisions for it to achieve.
The mobile app development industry is not different from that perspective. Besides developing an amazing mobile app; a perfect mobile app marketing strategy is crucial to get success in the mobile app industry.
According to a survey, by App Developers Edinburgh 2020, the mobile app development industry’s revenue is projected to reach near the £188 Billion worldwide. And every day, Apple’s App Store receives over one thousand app submissions. Now it has become quite tough to create an app that will stand out. We need quite a smart and constructed marketing plan to get targeted success.
In-App Marketing, low cost and very effective
Build virality in your app The biggest mistake new app developers make is building and launching their app without viral mechanism.
Getting something go viral is hard. Doing virality on mobile app platforms even much harder.
But virality is the major differentiating element between the million-pound earning app and nearly zero pounds earning app. Best practices of app development virality • Give an incentive. Incentives are the most discussed driver of app development virality.
• The two-sided incentive is the best of both parties, who shared and who downloaded get an incentive, this model works best for app engagement. If you can only reward one party, incentivise the new app user. This not only ensures that referrals become downloads, it also makes existing app users more likely to refer your app. They feel they’re providing value to their friends.
• One step app sharing is the best. The more steps, the easier it will be for your app users to drop off.
• Appeal to Ego. Ego is often the biggest driver of virality. Think of test results that prove a high IQ, or surveys announcing how many countries someone’s visited. People share when it makes them enable users to create things they are proud of and prompt them to share those creations. The default sharing text should highlight how awesome the app user is.
• Emotion. Users click and share because something drives emotion in them. High arousal emotions drive people to share an app and positive emotions usually drive more app shares.
• Practical Value. Users share things that drive value for them and their friends. The more value something can provide to their friends, the more likely it is to be shared because it increases the actual social currency of the user sharing. Moreover, if having more users using the app makes the product better for the use sharing, that adds an extra incentive to the user to share your app. Update your app frequently App development updates are a huge marketing opportunity. When you submit an update, a portion of your total app users download an updated version. Statistics say that updates increase daily traffic 5 to 10 times.
Update frequently, your users will not mind at all and your app will get a better impression from the user as you are constantly improving your app.
You can consider app updates are free advertising and free marketing from the vendor (Apple and Google Play) because you capture a percentage of the users who download the app update to see what features have been added.
Recently, Appbot analysed on Top Free 200 apps, and found that "The median days between app development updates for the top free apps was 18 days."
Use the power of push notifications.
What is a push notification? A push notification is a message that pops up on a mobile device. App developers can send them at any time; users don't have to be in the app or using their devices to receive them.
Push notifications look like SMS text messages and mobile alerts, but they only reach users who have installed your app. Both app mobile platforms support for push notifications, iOS and Android.
Push notification can do a lot of things. For example,
• They can show the latest sports scores.
• They can drive a user to take action, for example, download an app through a coupon.
• They can inform a user about an event, for example, a company giving a huge/flash sale.
• They can send data to your app.
Power of push notifications Push notifications are an alert message type approach. So, it's app engagement scope pretty high. According to Localytics, push notifications are said to boost app engagement by 88%
In push messages, try to add a personalised element, like the First name of the app user, specific time/event relevant to the user, etc. Which will boost up app engagement in a new level.
Send push messages at optimum time And frequency to get the best result for app development engagement.
A recent study by Tapjoy found that notifications sent early in the week had higher open rates, with Monday having the highest open rate. They even found that there is a perfect hour for delivering a push notification: Just after lunch.
If Monday after Lunch doesn’t work best for your users, test different days and times based on past user behaviour to find the time that works best for your brand.
Implement social network marketing strategies.
Why Facebook for Mobile App Development Marketing You probably don’t need to be convinced that advertising your app on Facebook is a solid idea. According to eMarketer, as of 2014, Facebook’s platform commands the highest market share in UK mobile ad spend with 37%.
Focus on business goal + Reflect Focus on your business goal. your KPI should reflect it, and you should optimise against it.
• If you’re purely interested in driving installs, a low CPI and high CVR is important.
• If you’re trying to increase brand or product awareness to your Facebook Page or external website, then you want to focus on a high CTR.
Relevance Score is a metric Facebook implemented to ensure your ad is relevant to the user. A strong RS correlates to a strong CTR and CVR, which means overall good user engagement with your ad. This enables Facebook to show the right ads to the right demographic, thus creating a relevant and pleasant user experience on newsfeeds. By delivering more relevant ads, Facebook is doing marketers like us a big favour — it’s saving us ad spend. Facebook contest: Effective marketing approach for mobile app development The Facebook contest is an amazing marketing approach to gather a huge user base. People like being/having benefited.
• App type: Game
• Time: 2 weeks
• Re-numeration: The top scorer will get £100
For apps, you can define a different approach. For example, have a look at CoffeeDesk app developer approach.
CoffeeDesk is an eCommerce with an appealing suite of coffee and tea products. They created a knowledge quiz about coffee. When taking a test you have to go through 15 questions – graded from the easiest to the most difficult ones. On the outcome page, you receive your % score, grade, and feedback. The extra value of the quiz is the discount code for CoffeeDesk products. Exit link from the outcome page drives users to blog posts where they can check every answer. Facebook and Twitter buttons make a quiz more shareable.
CoffeeDesk was under the impression of how effective was their campaign. Over 60% viewers took the quiz. More ten 93% of them went through all questions(typically recommended a number of questions come down to 5 or 7 max, a quiz with 15 is a huge one).
The average time spent on this example of interactive content stands at almost 5 minutes. When we compare these numbers to result for other types of content the difference is easily visible. 74 app shares are free promotion and additional proof of quiz popularity.