Mobile marketing is different than other forms of marketing due to the dynamic mobile environment. To successfully market a mobile app, one needs to understand organic vs loyal users and avoid getting pulled in various directions by targeting a specific niche. It is important to market the app experience, not just the app, and optimize elements like the app store title, description, screenshots, keywords and category. Social media marketing through platforms like Facebook, YouTube and blogs is effective to create buzz. Continuous updates, feedback, community building and promotions can help boost downloads and retention of mobile app users over time.

1. App
Marketing strategies

2. Why mobile & why now?
Age of mobiles.
Number of users and increasing

3. Why app?
90% time devoted to apps.
Easy and always with us
And will continue to grow

4. Just making excellent app won’t help.
You need a well designed

5. Mobile marketing is
different from other
forms of marketing.

6. Understand Organic vs
loyal users.
Dynamic mobile environment.

7. Avoid getting pulled in
various directions,
target your niche.

8. Market experience not
the app.
86% people more likely to download when not
overwhelmed with confusing information.
Test for tactfulness not perfection.

9. Downloads do not
denote success.
More than 50% delete app after 6
months.

10. Pay close attention to
current and potential
competitors.
Plan and conduct beta test.
Study experience with previous apps.

11. Target market
Youth
Preparing for exams.
Need :
High resolution & functional app.

12. App discovering

13. App store optimization
SEO of the app world
Better ranks in app market.
Makes potential user discover your app.

14. Optimizing Your App Store Title
Start with catchy searchable name
Add a brief descriptive tag
Be memorable
Be easy to spell

15. App icon name
Connects instantly with people.
Embrace simplicity and avoid overly detailed design.
12 character limit decides the basic info regarding apps so be
careful and creative.

16. App Store Description
Don’t add unnecessary keyword to impress ASO
Write content for real people.
Highlight all the awesome benefits, incentives, features and
functionalities of your app

17. Choosing keywords
Limit of 100 characters with words : Choose creatively
Avoid
-Using the word “app”
- Duplicate words
-Inappropriate or offensive terms
-Irrelevant terms not related to the app

18. App Screenshots
Better understanding and feel
Makes a positive response towards download.

19. Choose the right category
Easier to find for people who are looking for it.
Don’t let app get unnoticed.
Help from other app discovering platform.

20. Promotions
Engage With Online Communities.
Alternative app stores like opera, amazon, samsung app stores .
Hold contest/competition to win from.
Create buzz...

21. Social media
Use all Youtube, bloggers, newsletter, fb, instagram, etc
Include links to your App’s promo site in your bio.
word-of-mouth promotion

22. Social media
Create fb page , join other groups .
Participate in discussions and share ideas.
Always keep updating.

23. Facebook
Facebook lets you create CTAs that you can use to encourage people to download
your app.
Ensure creative content worth sharing.
Sharing helps maximum here.

24. Promotions
Optimize online channel.
Is it clear that you have an App from first glance?
Is the purpose of the app obvious?
Is there a link to download it from?
Keep customers interested, engaged and increase your downloads.

25. Create A Promotion Landing Page
To redirect potential consumers to app store.
Include a QR code for easy access.

26. Email Marketing
More effective than it seems.
Free tools like Mail Chimp for sending emails and
SumoMe for collecting email addresses,
it’s easier

27. Request Referrals
A simple humble request works.
Use friends/ family to get the ball rolling.

28. Analysis
Measure and analyze
DAU,
MAU,
ARPU,
CHURN
LTV.

29. Incentivise Your App Downloads
‘out of this world’ won’t help.
Ignite interest by displaying benefits of app.
Motivate….

30. Create video
Best way to visually communicate .
Explain why it’s worth a download.
Share video on possible platforms.

31. Community building
Advertising through existing clients is a lot easier than acquiring new customers.
Sense of belonging to a community invites a steady flow of feedback from
customers to the perspective developers.
More you communicate with clients, the better the chance that they will become
loyal and improve your client retention rate.

32. Feedback
Higher ratings higher chances of download.
Getting contact ensures converting unhappy customers happy .
Enhances rating.

33. Promote Retention
Remind to use app.
Constantly promote and flaunt new offers or features of app.
Develop new modes of user commitment including exclusive content

34. Keep Updating
Not frequently.
Add features with each update.
Don’t give away all features in one go, keep excitement alive.

35. Additionals
Scrolling up is more effective.
Discounts with sharing.
Limited offer discounts.
Can partner with others.
And many more...

36. Always remember the goals.

37. Created by Lavlesh Raj, a student from IIT Madras
during marketing internship conducted by Prof.
Sameer Mathur, IIM Lucknow