9 Creative Ways to Market Your Mobile App
Being creative today is a difficult task: everyone may enjoy a bunch of awesome marketing tools and instruments, read millions of articles or watch videos on YouTube on whatever topic to get inspiration. So, basically, anyone has a real potential to become a creative mind.
However, with every passing year, it’s becoming harsher and harsher to be original. There’s a notorious phrase by Picasso: “Good artists copy; great artists steal”. And we all know that before Picasso was considered a genius and could actually use cubism to show multiple perspectives at once, first he had to learn traditional perspective.
Even if you can’t invent the wheel (the question is - whether you actually need to), you still have the opportunity to produce a successful brand marketing strategy and promote your product to a wide audience. You just need to have a functional marketing recipe: add several marketing trends, use a batch of ads, pour a glass of creativity and throw in a pinch of success.
1. Onboarding to increase the retention rate
You don’t have a second chance to make the first impression. From the very first glance at your app users must be able to understand that they need it on their home screen on a regular basis. Onboarding can be your sheet anchor.
Onboarding tour will help not just to increase user retention, but also encourage more users to allow push notifications. And when push notifications are enabled, about 65% of users come back to your app within 30 days (compared to the 19% of those who don’t turn them on), which in its turn means further increase in user retention. Too good to miss the opportunity. Yes, you need it right now!
2. Influencers and niche blogging
Don’t battle for your app’s success alone. You can use the power of bloggers and social media influencers to spread the word about your app.
The main challenge for app developers is to find the glowing influencers who will have the audience that will appreciate their apps.
But,.. in Google, we trust :) You can go even further and use specific tools and services to search for the influencers you need.
One of the most popular tools is the Deep Social service. It offers overviews of the most influential people on Instagram and provides information about more than 40 million bloggers and their audience. Now, choose wisely.
Another useful service is FollowerWonk. It enables you to search for keywords on Twitter and look through individuals, revealing those with the largest reach and most authority. Moreover, you can identify influencers who are following your competitors but are not following you.
3. Deep linking for a deeper connection
People like it when things can be done fast and effortlessly. In the mobile universe, Deep Linking is designed to serve that exact cause — it’s a useful mobile app marketing technique that helps redirect users to the exact item/part of the app they’re interested in. And obviously — users do appreciate it!
One of the most influential tools here is Branch Metrics. The benefits of the tool are evident:
· Powerful links that work on all platforms
· Deep links that support all standards
· Matching accuracy that really works
4. Instagram … and others
Instagram accounts for over 700 million monthly active users. After Instagram introduced their Stories, something Snapchat already did (remember what Picasso said?), there was an incredible boost in their DAU count. Instagram Stories reached 300 million daily active users when the record for Snapchat was about 160 million.
Instagram Stories have gone far beyond the ordinary photo and video posts. Now, you can add stickers, various backgrounds with additional toll as Instasize or Easil’s Instagram Story templates, for example.
Actually, today there are more than 2 million monthly advertisers on Instagram which shows that this platform is really in trend.
To use Stories to your advantage, you can:
- Deep link them to your YouTube channel
- Send users directly to your app
- Tease a new feature inside your app
- Save Stories to Highlights to make them alive forever
5. Even more targeted and personalized ads
Marketers are constantly trying to find new ways in user retention. It’s no longer considered enough to attract a new user and make them install an app — it’s vital to engage that user, then re-engage, and re-engage again…
Who’s more likely to stay with your app — a new user who’s just downloaded it or an existing one who, let’s say, completed a level or two in your game? Exactly! Luckily, today marketers can target such users and prompt them to come back to the app more often. And that technique, my friend, is called retargeting.
Facebook is pretty sophisticated in its targeting capabilities, too. You can choose specific demographic targeting features, relationship, education, work, financial, home, ethnic affinity, generation, parents, etc. Moreover, you can look at your users’ purchase behavior data to make them think they want to buy from your e-commerce app at the very moment when they see the ad. Also, if you develop a niche app for some specific events, you can set a life events targeting — this one works really well!
However, in order to comply with all GDPR (General Data Protection Regulation) norms, which come into force on May 25, Google announced a new option to satisfy the users that opt out of data collection for targeting — non-targeting ads. Facebook, despite all Cambridge Analytica rumors, will also require users to give permission for targeted ads as part of GDPR compliance.
6. Augmented Reality and Virtual Reality bask in glory
These two technologies are not the future anymore. They’re our present and an endless source of marketing possibilities.
AR is believed to become the primary driver of a $108 billion VR/AR market by 2021, with taking the lion’s share of $83 billion and leaving $25 billion for VR industry. We saw how Pokémon Go grabbed the attention of millions and that’s the best and the most vivid proof that AR/VR are at the peak of their popularity.
AR is a great way to market a mobile app. Take e-commerce apps with Ikea as one of the most prominent examples: it has released its own AR app, called IKEA Place, to help customers visualize what their furniture might look like in their own rooms.
7. Creativity leads to profit
Creativity is an absolute must today — both in app design and development. But it’s even more important in app marketing — it’s creativity that makes the difference between world-known brands and the rest.
The Mars company and the Snickers brand, for instance, made an unexpected move — in one of their ad campaigns they decided to target misspelled keywords in order to capture traffic that would not have been captured with the correct keywords. Spectacular!
8. Payments go mobile
Mobile web is gradually losing its dominance. Compared to browser usage, mobile app time reaches 86% of all time spent on smartphones.
And obviously, users are becoming more and more comfortable with making payments using their mobile devices. Keeping that in mind, wouldn’t it be a great idea to integrate a fast and intuitive payment system into your app?Just a few figures to prove the concept: on Cyber Monday, mobile sales accounted for $2 billion out of $6.59 billion in total sales.
If none of the existing paying systems is suitable for you, you can build your own. Starbucks did it for their mobile application. And the results are incredible — 30% of Starbuck’s transactions are done via mobile.
9. Rich media content
Videos are dominating the app marketing domain — by 2021, about 80% of Internet traffic will be video. This format is particularly good for smartphone users as they can get information about the brand or product in a clear and quick manner.
Rich media doesn’t refer to videos alone. You can create fantastic push notifications or in-app messages, for instance, and make them highly personalized. A good example is Strava, the Fitness tracking app. It added the profile image of the person giving the kudos to make the message feel more personal.
Mobile marketing offers innumerable tools and techniques to help promote your app. Some are more popular, some are less. Some are more obvious, some require more creativity. As ever, the best advice is to research the field, understand what your app actually needs, and try to combine traditional marketing and some complementary and unorthodox techniques. The resulting mix will give your app a great leverage and a fantastic chance to reach new heights.