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Mobile App Marketing

The world of mobile apps has exploded across the Internet. According to the Harvard Business Journal, 82% of Internet usage comes from mobile apps. Getting your app noticed in the marketplace can be challenging. To cut through the clutter, businesses should invest time in creating a mobile app marketing plan before they begin to build their apps. Going in to the development stage with a clearly established marketing strategy will help ensure your app aligns your strategy and provides you with useful analytics.

Build A Mobile Marketing Plan

The first step to building your mobile app marketing strategy is defining your business goals. Clearly defined goals will help you determine how to align your marketing campaigns to achieve those goals. Knowing what your users want and their behaviors will allow you to layer that into your app design and set the stage for how to market your app to get their attention. Research your target user base to determine:
• Who is your audience?
• What value does your app offer that audience?
• What features do they use?
• How much time do they spend online?
• How do you want users to engage with your app to achieve your business goals?

Determine Your Mobile Marketing Strategy

Now that your goals are defined and you have completed your research, you are in a stronger position to define your mobile app marketing strategy. Two strategies that are unique to the mobile app world that you many want to evaluate are Push Messaging and In-App Messaging.
Push Messaging allows you to deliver a call to action message directly to a user’s home screen. In-App Messaging allows you to direct customized messaging to the user when they are inside the app.
Each has it’s own benefits and challenges. In-App Messaging allows you to highly customize your mobile app marketing messages directly to the user based on their in-app activity, but it requires the user to be in the app to work. Push Messaging is not as customizable and requires careful management so as to not annoy users, but does not require having the user in the app to be seen. Using both of these methods in your mobile app marketing plan could be ideal.

Define The Analytics

One of the great advantages of mobile app marketing is the amount of analytic data available. You can gather data on acquisitions, behaviors, frequency, and demographics. But having access to so much data can be overwhelming. The key to using analytics effectively is to determine upfront what you need to understand from the data. Focus on data that provides you information on how your app is doing against your defined business goals. Once you define the data that will give you the right picture, you will be able to continue to develop and evolve your marketing strategies based on the data.

Every app creator is vying to get noticed and bring in users. Upfront planning is one of the most critical stages of effective mobile app marketing. Clearly defined goals lead to a stronger plan and a stronger product that will work more cohesively to help you succeed.


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