Mobile App Marketing

What Is Mobile App Marketing?

From App Store Optimization to in-app messaging, the aim of mobile app marketing is to increase engagement inside and outside of an app.

How Does Mobile App Marketing Work?

Mobile app marketing is a broad term that encompasses many different strategies which are designed with mobile users in mind. These strategies are integral for mobile engagement — that is, encouraging users to interact with the app once it’s been downloaded, whether through opening a notification or making that crucial conversion.

App teams can encourage user engagement through a number of mediums and strategies. Particularly effective mobile mediums include in-app messaging, push notifications, mobile email and text messaging. Strategies, meanwhile, can be put together after marketers have collected enough user data to enable them to make decisions.

For example, marketers can leverage personalization to appeal to each user’s individual taste and habits. Marketers can create profiles by using mobile analytics to gather customer data such as app downloads and notification open rates, as well as non-behavioral data such as location or time of engagement. App teams can then organize these profiles into segments in order to set up automation and send out personalized notifications. Automation and personalization are two perfectly primed techniques to not only better engage customers, but also to save marketers time which can be invested into further testing.

Testing is another great way to gather customer data and make further improvements to an app. For example, a marketer may want to look at user experience by conducting an A/B test. This means displaying two versions of the same app to different audience, with one slight difference between the two variants. For example, there might be a different call to action button in each version. Once the test is complete, you can measure which version receives more engagement. The marketer can then decide to implement a change based upon this user data.

Who Does Mobile App Marketing Benefit?

Mobile app marketing benefits marketers who wish to move out of desktop-based business and target the ever-growing mobile industry. Mobile marketing can use an almost limitless set of tools to gather customer data, such as GPS tracking to alert customers to local sales or email campaigns that have been integrated with push notifications. By using one single platform, marketers can analyze, personalize, and automate their marketing. This helps to create a better user experience for the mobile user, which in turn benefits the marketer as app downloads and customer retention rates continue to soar.

Mobile app marketing is essential for remaining competitive in an increasingly connected world. It makes the most of modern technologies to enhance traditional marketing methods and bring about an entirely personalized experience. From data analytics to fluid messaging strategies, mobile app marketing is one marketing technique that should not be overlooked, now or in the future.

For a comprehensive guide on the best mobile app marketing strategies to win and retain your customers, read Leanplum’s 60 Kick A$$ Mobile Strategies blog post.