As the number of apps in the market proliferates, the challenges for marketers continue to grow. It sets a high standard for app developers too. In this current industry standard, miraculous overnight successes are rare, having an app marketing plan is crucial to the success of the app. Here’s an app marketing strategy guide which will help improve your app's reach.

1. Mobile App
Marketing

2. Mobile App Brand Objectives:
Generate Revenues
● Product enhancement
and Value ads
● New User Acquisition
● Brand promotion
● Customer Engagement
● Brand Extension

3. • Downloads
▪ Increase in no. of app downloads from iOS and Android
• Loyal Users
▪ Gaining users to make in-app purchases and retain them
with your app by sharing with friends via email, text or
social media
• Generating App store ranking, reviews and ratings
• User account creation
▪ New
▪ Existing (To retain the existing customers)
• In-app Referrals
• Positivity and Brand Engagement
Mobile App Marketing Goals:

4. Mobile App Marketing Strategy:

5. • Product Quality: Create a strong app with no bugs and crashes.
Communicate with customers over issues to encourage Loyalty.
• Create Buzz: Stimulate brand buzz among influencers in the target
customer community, among app reviewers and tech bloggers.
• Get Found: Use app store optimization best practices to be easily
found in the app store and Google play.
• Create an Initial Burst: Use paid advertising and existing customer
platforms(website, text, email) to encourage initial downloads and
reach high rankings in the App Store.
• Social Media Sharing: Incorporate social sharing, email referrals and
text messaging
Mobile App Marketing Strategy:

6. Mobile App Marketing Strategy:
• Social Media Sharing: Incorporate social sharing, email referrals
and text messaging
• Solicit feedback: Request feedback, ratings and reviews from
customers and contribute to App store.
• Track and Measure: Use analytics to track, optimize ad spend,
track in-app purchases, and identify highest value users.
• Leverage other channels: Incorporate social media and email
marketing to create a community for app users.

7. Marketing App Services:
● Strategy
● Creative ADS
● Public Relations
● Cross Promotion
● Ad Management
● App Store
Optimization
● Social Media

8. App Store Optimization(ASO):
• ASO strategy requires the same elements as SEO:
▪ Competitor Analysis
▪ Keyword Research
• ASO Deliverables:
▪ Submitted Keywords to Google Index and Google Play
store Directories
▪ A Keyword rich and conversion optimized app store
description
▪ Localized info, languages, reviews and ratings
▪ High quality screenshots, videos.

9. Paid Advertising:
• Advertising Channels:
▪ Ad enablers and networks
iAD, inMobi, Admob
▪ Marketing Networks
TapJoy, Jumptap
▪ RTB Exchanges
▪ Facebook Ads
▪ Google Adwords
▪ Direct Media buys
• Display Ads:
▪ In-app ads
▪ Expanded Banners
▪ Mobile Banner ads
▪ Rich media Video

10. To get to the top of a category:
Get Maximum downloads in Minimum Time
Bust Marketing:
● Increase Organic Downloads
● Gain Ranking in app store
● Paid campaigns to spur
downloadst

11. Cross Channel Promotion:
● Cross Channel Promotion - Targeting potential customers through
another product
● Social Media Sites
● Broadcast Media
● Web ads
● Print ads
● Website promotion
● Online Business Profiles
● Email Marketing
● Video Marketing
● Articles and Content
Marketing
● Blogs

12. Push
Notifications
to rate and
review
Referral
Contest in
Social Media
Seasonal
Campaigns
Referral Marketing:
• Push Notifications to rate and review
• Referral Contests
• Seasonal Campaigns

13. Customer Retention Strategy:

14. If we are branding our app and still the crowd isn't talking about
our app, the reason maybe we are boring. We may have high
pricing because it's safer for profit but not worth to attract
users.
● Create a Culture of Buzz! – Need to modify the app with new
updated products, pricing and new offers in support with
branding.
● Consistency Builds trust! – Customer retention is a long term
goal, and cannot be driven by event. Repetition, consistency
and authentication builds the trust.
● Trust more important factor to offer – Trust is earned by
keeping promises and on-time delivery.
Customer Retention Strategies:

15. 65% of the company’s business
grow from existing customers, and
it costs five times higher to attract
a new customer than to keep an
existing one satisfied
User Retention is the key:

16. • Create a quality app with new and regular updates.
• Use push notifications to increase interaction – When they
are used properly, they can increase the retention rate by
80% from first month onwards.
• Build a community outside the app: Leverage social media,
especially Twitter and Facebook to create a community
outside of your app. This helps you to find new users and
allows you to engage with the existing users.
• Update your app regularly with new products, new banner
images and add new features. This leads the customers to
remind users about your app.
Ways to increase mobile app
user retention:

17. • Get Feedback: Getting feedback from users will not only
allow you to make a better app, but it also helps you to
intercept negative feedback.
• Apptentive Tool: Services like apptentive can easily be added
to your app to increase retention.
• Proper Communication: Be sure to properly communicate all
of the benefits of your app, so users understand the app
process and values. This can be done by having a first time
tutorial and properly labeling the functions of the app
• Daily return bonuses to encourage them to come back.
Ways to increase mobile app
user retention:

18. C-A-R-S Model for User Retention:
Customize:
• Create targeted, customized campaigns depending on what the
user will be interested in.
• Build Loyalty: Keep track of the user behavior. Use various
modes such as push notifications, in-app messaging and A/B
testing, as this helps determine the audience attributes and
requirements.
Analyze:
• It is essential to use analytics to monitor your app performance
continuously and track crucial KPI’s . This helps to identify and
solve the real time issues.
• Monitor the performance of your customization as well.

19. Reward Programs:
● Rewarding improves user retention and engagement, but
satisfied users are more likely to recommend the app to
their social circle.
● Customize the rewards based on the type of app and user
base. Analytics is crucial to identify successful reward
programs across different user segments.
● Frequently used methods:
● In-app notifications
▪ Push Notification
▪ Mail
▪ Social incentives

20. • Happy customers who get their issue resolved tell about 4 to
6 people about their experience.
• Listening to feedback and acting on mistakes is crucial
towards building user loyalty. So try to collect feedback from
all customers.
• Tracking and resolving user complaints which include but not
restricted to social media and in-app feedback forms.
Services and Support: