Mobile App Marketing Brand strategies


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Mobile App Marketing Brand strategies

  1. 1. As with any marketing program, mobile appmarketing programs should be measured againstspecific, measurable goals. App marketingpresents an entirely new range of marketing goals,with different corresponding strategies and tactics.You’ll most likely wind up with several goals,some primary goals that directly reflect on yourmarketing successes, and other secondary goalsthat measure more detailed aspects of yourcampaigns. What’s important is to consideryour goals beyond the obvious goals of rank ordownloads, through what you’re trying to achievefor the business after the download, and alignyour marketing strategies to these goals.• Rank – Reach (and maintain) a target app store rank, either overalland/or in-category• Downloads – Generate a certain number of app downloads ona daily/weekly/monthly basis• Cost-per-download – Stay below a threshold cost togenerate downloads• Loyal user acquisition – Drive downloads from users that makea purchase, use the app repeatedly, or take other actions thatsupport your overall app strategy• Revenue – Hit targets for revenue generated directly through the app• Organic user acquisition – Acquire a target number of organic users– those who download the app without paid marketing influence• Key performance indicators – Post-download user actions:repeat use, clicks, session length, clicks to online store, in-apppurchase, other• Competition – Achieve higher app store rank or more downloadsthat competitors• New customer acquisition – Acquire a target number ofnew customers• Existing customers – Generate a target number of downloadsfrom existing customers• Geography – Generate a target number of downloads in keygeographies• Velocity – Meet defined metrics within specific timeframes3. Set App-Oriented Marketing Goals
  2. 2. Optimization is one of the mostcritical components of your appmarketing program.This is because mobile ad targeting is not as sophisticat-ed as what you’re used to when working with traditionalmarketing vehicles. As you plan your mobile media buys,there are limited targeting criteria to help you determinewhich ad networks will cost-effectively deliver thelargest number of downloads, which will drive loyalusers who spend money, and which will merelyconsume your budget.This is where optimization technologycomes in.With optimization technology, you can gain detailedinsights into the marketing sources that are deliveringon your goals. Whether that’s driving loyal users, min-imizing cost-per-download, or attaining optimal rank,optimize lets you zero in on those outcomes during thecampaign. An optimization solution will help ensure thatyour ad spend is focused on the marketing sources thatare delivering the results and ROI you’re seeking.The best optimization technology employs intelligentalgorithms that evaluate thousands of targeting com-binations. That can include variables such as networks,time of day, device, operating system, geography andmore. Those algorithms also depend on having a mas-sive database of historical outcomes - billions of events- to best predict how to allocate future efforts. This levelof detailed optimization can’t be done manually.Plan your optimization up front.Too often, app marketers treat optimization as an after-thought. As programs run and they see that they’re notgetting the results they had hoped for, they scramble tofigure out how to readjust their mobile ad spend.Not all optimization is created equal.When evaluating marketing technology partners,you’ll encounter the term “optimization” used in manydifferent ways. For maximum value, it’s important tolook carefully into exactly what an optimization solutionreally provides.7. Use Optimization TechnologyTo Drive Marketing Performance
  3. 3. As marketers, we often rely on extensive testing ofpromotional strategies, messaging, creative, and otheraspects of our campaigns and programs before launch-ing them on a grand scale. The same holds true for appmarketing, but it’s more important in the app marketingworld not to fall into the trap of “analysis paralysis” overlong periods, because the market moves so quickly.Because mobile apps are a relatively new space com-panies can easily fall into the test and retest trap. Whatmarketers need to understand is that the opportunity islarge enough and happening fast enough that it’s moreimportant to get out there in the marketplace ratherthan to test and refine marketing programs over extend-ed periods. You don’t want to get stuck in test and learnmode because the market is developing so rapidly: youneed to be getting results now, before you may know theperfect approach.It’s okay to test and learn what does and does not work,and to then make adjustments. That’s a key componentof the optimization described in the previous section.As you see what works best you can then start to scaleand refine your campaigns. But don’t wait for perfectionbefore you dive in.Build testing into your budgetIn addition, as your campaigns and programs arerunning, it’s important to devote a percentage of yourbudget to testing new media sources. There are dozensof excellent media sources on which to promote yourapps, and there’s no way to know which will performbest without testing.From ad networks, to premium web and app publishers,to RTB exchanges, you may be missing out on potentialopportunities to improve price/performance andidentify highly productive users if you don’t test newsources on an ongoing basis. Identifying new mediasources also helps you avoid potential audiencesaturation when advertising for long periods of time.Media testing is also useful in identifying up-and-com-ing sources before they become mainstream, while theircosts are relatively low, and helps you remain morecompetitive by taking advantage of newer sourcesbefore your competitors.9. Test, Learn, Implement, Repeat
  4. 4. You can do a great job marketing your app but, at the endof the day, if the app doesn’t provide value to your usersand doesn’t work well, the app will not be successful.In addition, even the most widely adopted app must beupdated regularly in order to provide new motivationsfor users to engage with it. Marketers are in a uniqueposition to gain insights to improve the app, as well asthe business impact of the app.App marketers can add strategic value to the app busi-ness by establishing a formal feedback methodologywith both the app business stakeholders as well as theapp development team. Set up a monthly or quarterlyfeedback session with the stakeholders and review yourfindings and recommendations.There are a range of ways you can provide feedback:Metrics reporting – You can study metrics regarding appdownloads, store rank performance, cost-per-download,organic lift, media source performance and othermarketing metrics to provide insights that can helpguide decisions.App landing pages – A good feedback loop can helpoptimize app store landing page components, includingscreen shots, app descriptions, ratings, and evenyour icon.App consistency - If your company has multiple apps,and particularly if they’re managed by different groups,your input can help ensure consistency across them,including logo usage, cross promotion, and overall userexperience.Ad testing – You can conduct testing in new geographiesto help the team make decisions on launching in newmarkets.Conversion rates – You can track app usage andconversions to see if an app is generating the desireduser engagement and ROI.You can be highly successful at marketing your appsand getting them downloaded, but if they’re not used,all that great marketing doesn’t matter. By establishinga marketing feedback loop with the business anddevelopment teams, you can make an impact beyondjust promoting the app by contributing to the appdevelopment and business direction.10. Establish a Feedback Loop with AppDevelopment and Business Stakeholders