It’s no secret that mobile apps are taking over our daily lives with 5 billion mobile users spending up to 90% of their screen time using apps. When we first entered the digital age, you heard that your company had to have a website so many times a day that I’m sure you got sick of the advice. Well, now the same is being said for brands needing to have their own app. In fact, in a recent New York Times article, Jon Hudson who is VP of customer solutions and innovation at Criteo said that “If you’re a brand and you don’t have an app strategy or you aren’t investing in your app development, then it’s going to be really hard for you to engage and monetize the fastest growing populations, which are mobile shoppers.”
Similar to launching new small businesses, many new apps that hit the market will fail, sending their developers back to the drawing board to find a new angle. According to Digital Authority, who wrote an entire mobile app development guide, if you don’t have a solid marketing plan in place before you launch then you are destined for failure. App marketing trends are evolving quickly and if you’re still using the same methods that worked 5 years ago then you’re already behind. Here are some of the top tips for marketing apps in 2020.
Customer Persona Analysis And Personalization
As data collection gets more sophisticated, consumers are expecting an increasingly personalized experience when it comes to marketing. We have grown accustomed to viewing ads but we expect them to be relevant. This means that you need to know your target audience inside and out, building a detailed customer persona and crafting the right message to the right market segment. You can have multiple market segments but you need to craft a unique message to each group as their needs and wants are different.
Speaking of personalization, you can target ads to be based on a customer’s physical location (geolocation). This can lead to highly personalized messages and can increase your relevancy and build customer loyalty. You can use geolocation to tie location-based promotions into your app marketing strategy.
Social media platforms are the number one way to reach a majority of the market right now and influencer marketing is a real thing that can get you the buzz you need for a successful launch. Social media influencers are everyday people who have amassed a good-sized following on a social network. Their audience tunes in to listen to their advice and will often buy or download the products they recommend. You can pay an influencer just like you would a sponsor for print or TV ads, with cash or products.
Social Media Promotions
As you build your own social media accounts, use promotions or giveaways to build your following and get people excited about your launch. Once you launch, you can use more promotions to encourage app reviews and app referrals from your loyal following. Social media contests are easy to set up and manage. There are even apps designed to help brands manage social contests to make your life easier.
Attention spans are decreasing so you need to catch an audience’s interest right away. You can do this with great graphics and videos. Seek to be helpful, educational, and above all, entertaining. Only content that is viewed, saved, and shared is worthwhile. This isn’t a game to get the most content out there, it’s about doing quality promotions that go viral. A viral post is one that gets shared rapidly, racking up an impressive amount of views in a short amount of time.
App Store Ranking
The number of apps crowding the market place is growing daily. In order to get seen, you’ll want to rank high in the app store’s algorithm. You do this with SEO, great titles, amazing photos, and lots of positive app reviews. Don’t forget the voice search is becoming increasingly popular as we enter 2020 and the way people search with their voice may differ from the words they type in when writing a search query. Pay attention to natural speech patterns and adjust your keywords accordingly.
AI And Using Chatbots
When talking about artificial intelligence for marketing, two main aspects come to mind. You can use AI to help automatically target your ad buys and ad spends for greater optimization. You can also use AI technology to communicate with consumers using chatbots which are growing quickly in popularity on Facebook as well as on brand websites. Getting a conversation started is the lifeblood of social media marketing and something all brands should be aiming for in the age of personalized customer care.
Tracking App KPIs
Marketing strategy doesn’t end when a consumer downloads the app. Did you know that many people download an app only to use it one time, then delete it? The failure rate for new apps is high, you need to capture users right off the bat and give them a reason to keep coming back. You’ll want to track key performance indicators (KPIs) to light the way and show you where to go next. According to a recent Forbes article, these are the most important mobile app KPIs you want to cognizant of:
- App Downloads
- Daily Active Users
- Monthly Active Users
- Stickiness Rate (likelihood of turning a monthly user into a daily user)
- Daily Sessions
- Retention Rate (percent of users that return after the first visit)
- Churn Ratio (percentage of people that stop using the app)
Investing in app development is one of the best things a brand can do in 2020, but you need to have a strategic plan to market your app or you’ll be left behind. Using the latest trends and technologies to market your mobile app will help ensure that you capture your share of the market and help usher your brand into the new decade.