Mobile app marketing is a complex procedure that takes up a lot of time and effort for the marketer involved. However, it can also yield immense benefits if a properly planned and executed marketing strategy works among the masses. So, how do you go about planning out a mobile app marketing strategy that can also guarantee success to a large extent?
You have to first understand that your main focus has to be the end-users of your app. You are essentially dealing with people and so, you will have to study their mobile behavior and understand the same, before embarking on a particular marketing strategy.
Listed below is the four-fold path towards achieving success with your app marketing efforts:
1. Study Customer Behavior Patterns
The primary and most important thing you should do is to focus on your target audience and find ways to engage them. Study them keenly and recognize their unique behavior patterns. While each user is unique, customers who use different mobile devices also behave differently. For instance, the younger generation easily adapts to the latest technology, including Android and the iPhone. Business professionals usually tend toward purchasing business phones, tablets and so on.
One effective method to analyse customer behavior would be to study the traffic that visits your mobile Website. The type of visitors here will let you know the kind of devices they use, their needs and requirements and so on.
You could also conduct customer surveys in order to understand your mobile customers better, so that you could serve them better.
2. Keep in Mind Your Main Objective
Your main objective should be to try and provide your customers the maximum benefit they can ever get from the use of a mobile app. Remember, the customer is the actual key to your success in the app marketplace; so see to it that he or she is completely satisfied with the services you have to offer.
In order to do this, you will have to start active interaction with your audience. Keep offering them irresistible offers and deals, provide them useful location-based information, help them share this information with friends on mobile social networks and so on. You could also add a poll or rating service in your app, so as to generate immediate feedback from your users.
App marketing is vital to you as a marketer, as it lets you connect directly with your end-users, in real-time. Take full advantage of this fact and try to give your audience the richest possible user experience from your app, each and every time.
Once your app becomes successful in the market, you could then think of monetizing the same with ads, offer premium services for a nominal extra charge and so on.
3. Refine Your Marketing Strategy
Once you are through with the above steps, you need to go ahead and refine your marketing strategy. This involves a lengthy process of planning, including building a team to handle the various aspects of your plan; publicizing and advertising your service; gathering and processing user information; choosing the right mobile platforms for marketing your app and so on.
You will also have to decide upon the time period for your promotional efforts. For this, you will need to know if you want short-term or long-term promotion for your mobile product or service. In case you want a long-term commitment, you will further have to decide how to plan, maintain and execute the various stages of the app marketing process.
If your app fits into a commercial venture, you can decide to price your app. Needless to say, you will have to make a detailed plan for this app pricing aspect as well.
4. Choose the Right Mobile Technology
The final step is to choose the right type of mobile technology for marketing your app. SMS is probably the best method to reach the maximum audience, due to the fact that it is the cheapest method, which also adapts to almost all types of mobile phones. This method of communication is also the most direct and one which your audience can opt-in to receive as well.
Creating a mobile Website is a good idea too, as the majority of smartphone and other mobile device users today are known to access the Internet through their devices. Of course, you will have to think of ease of user navigation around your mobile Website, also providing the most relevant information to your customer, at all times. The latest HTML5 will eventually go on to make this whole process much easier for you.
Creating an app featuring your product or service is yet another vital app marketing strategy. Mobile apps can be easily downloaded and used. Of course, creating an app will require you to spend time and money on it. Based on your budget, you will then have to decide which mobile platforms you will want to deploy it to.