How to design a professional app marketing strategy
A few years ago, the app marketing or mobile apps design a professional boom emerged and, as always happens in digital marketing , companies joined the trend en masse. If you had a website, you had to have an app. YES or YES.
Maelstrom resulted in the Apple app
Store (Itunes) and the Android design a professional app store ( Google Play ) being filled with millions of apps for all audiences and for all kinds of uses.
Apps designed without considering the potential client, the objectives, the brand’s digital strategy… apps without a professional digital marketing approach.
Something similar happen
to the social media boom. All the design a professional companies rushed to open profiles on all the networks, without rhyme or reason and of course. In the end, what happens, happens.
Open social profiles without analyzing whether the potential client used and consumed them, without defining the objectives, without outlining a digital strategy for the brand…
In both cases, they forgot that they are tools for professional digital marketing management.
Not every company needs to have an app, and not every product and service needs to be sold via an app. Not every brand needs to have every social profile on the market.
Article we tell you everything
you need to know to launch and integrate your app with a professional vision in digital marketing. Or what is the same, doing app marketing.
What is app marketing
As we always like to start building a house from the foundations, we are going to give you our own definition.
“App marketing is a methodology that seeks to provide added value to the end user through a mobile application”
That is to say, the app or application is another channel of direct communication with the client or potential client.
Channel that must provide an exclusive
differential value that provides unique content or functionalities.
And of course, the user cannot find it on the web, social networks or in the physical store.
As a professional marketing tool, it should be integrated into the brand’s digital marketing strategy.
App marketing yes or app marketing no
To answer this question, we are going to make it very simple for you.
Answer the following 8 questions:
1. Is your mobile application or app going to offer a service that provides real value to the user in terms of functionality or content?
2. Is your audience ready to use this type of technology?
Audience a user of the app stores
4. What budget have you planned to allocate to the development and promotion of the app?
5. How are you going to monetize that investment? How many clients do you need to break even?
6. How are you going to manage the app? Recurring content, a form, a game, a feature, freemium…?
7. Do you know the terms ASO and mobile marketing
8. Are you digitally oriented? Do you successfully invest in digital marketing?
If you have answered yes to all the questions and with real data, you can start to consider integrating an app into your digital strategy.
6 Advantages of integrating marketing into your mobile app
Launching a professional app on the market brings numerous advantages:
1.- Apps are installed on the user’s mobile device. There is a limited amount of space and storage on each terminal.
The customer has less than 20 seconds to decide whether or not to download our brand’s app.
If we do the job right they can be useful for many years.
The user accesses the information in a single click
Apps allow direct communication with the client, access to information and functionalities in a single click. In addition, the access speed is much higher than that of any website.
3.- Push notifications add value and generate more visits to achieve the final conversion.
4.- Allows the application of geolocation and proximity strategies
Yes sir, we are now on the client’s mobile device. We have access to the geolocation data.
Take advantage of it to do geofencing or proximity marketing.
5.- Apps give mobile devices new functionalities, such as a credit card or a telescope for stargazing.
Mobile devices offer great versatility and features that our app can take full advantage of. However, be careful with the permissions you ask for so as not to seem too intrusive.
6.- It is a key tool in the buyer persona’s “decision” phase of the buyer journey. It allows the brand to provide a value-added service that brings the user closer to purchase or recurrence.
Design a professional app marketing strategy
We are not going to discover America if we tell you that at this point we must start with:
• Define from the beginning what the potential target audience will be.
• Be very clear about the phases of the app project for the next year. They must be scalable projects.
We take all this for granted. It is part of a well thought out and planned strategy.
If you have already designed it, you can move on to the next point.
10 real tips to launch your marketing campaign on your mobile app
We want to give you real advice that has been tested by clients for whom we have designed measurable and optimized app marketing strategies.
1. Define what your app will offer. Do you really offer something different that the customer wants to pay for or download and take up space and memory on their phone?
Time and start with a Benchmarking of the main competitors
3. It’s your turn to apply ASO (App Store Optimization) or SEO for the app. Review the texts, define the app’s positioning within each store. Select the keywords, images and videos must be striking.
4. It is essential to work on the entire user experience or UX aspect. It is everything in an app. Keep in mind that the client sees it in just a few inches.
5. Test and try out a minimum viable version before the official launch with a small external team of potential clients.
6. Now launch a beta pilot of the app to a much larger segmented audience and analyze everything.
7. Strengthen your app marketing campaign with a landing page with direct download to all app stores. One link for Apple and one link for Android.
8. Launch Google Adwords campaigns on mobile: ads on Gmail, YouTube, search and display. One for direct download and others on the landing page to analyze and measure conversion rates.
9. Launch direct download campaigns on Facebook and Instagram Ads. If it is a professional B2B app, incorporate LinkedIN.
10. Fine-tuning of the entire analytical part provided by the IOS and Android back offices, reinforced with Google Analytics, Tag Manager…data from all campaigns and actions.
Analyze how the user behaves with the app. Browsing time, app duration, total downloads, total uninstalls…
Real example of app marketing: Carrefour app case
What better way to prove everything explained than with a real case, one that works, is successful and that we have also tried and tested: Carrefour PASS .
The food distribution giant launched a powerful mobile app, available on iOS and Android, to make life easier for customers who use the Carreforur Pass Card and allow them to pay wherever they want and wherever they are.
A clearly customer-oriented and service
Oriented strategy, promoting the omnichannel and multiplatform nature of the digital world.
Under a clear and direct motto: whatever the client needs, whenever and wherever they want it.
As stated by the brand itself:
“Technological advances must democratize consumption and reduce waiting times.
No more mistakes in your advertising database. Oh and we refresh our advertising database every week! Based on: We use that list site database and. Now the goal is that we sort the advertising database data by professionals that’s why get 100% accurate results in our advertising database Complete but updated till August 2024 Our advertising database comes with many day and night guides.
The core value proposition that the brand offers us is that, regardless of the mobile device we have and the bank we work with, we will always be able to pay with our mobile phone.
Also watch out outside a Carrefour shopping centre.
Here is the campaign spot they launched for Android devices:
The app includes the Carrefour Pass card, which allows you to pay with Apple Pay or with NFC technology on Android devices.
A pioneering and innovative system in the Spanish market.
What the app offers its customers
– Allows you to control all transactions that the client generates with the card.
Postpone purchases in a single click
– Modify monthly payments job function email data and expand the credit line.
– All information on available money: transactions, purchases, available money, receipts and direct debits.
–Savings check balance
In short, it makes all the procedures alb directory easier for the user in a simple way, in just a few clicks and all within the same application.
