Tag: how to mobile marketing

Head-to-Head: Comparing the Best App Marketing Strategies

Developers invest significant time and resources into creating apps that are highly functional and appealing to users. But marketing is the missing link between your product and the world at large. Without the best app marketing strategy in your corner, your app risks falling by the wayside in increasingly crowded mobile app marketplaces. After all, there are millions of apps vying for mobile users’ attention these days.

Driving installs—and, more importantly, meaningful engagement—is a matter of connecting with the right users at the right time in the right ways. Here are a few app marketing strategies to consider before launching your app. 

QR Codes

At their best, “ideally act as shortcuts for getting valuable information into the hands of your customers and prospects.” However, it’s important to make sure your usage of QR codes actually simplifies the user’s journey by taking them to a relevant place within your app. In mobile app marketing, QR codes often transport mobile device users to an install screen.

Many marketers feel QR codes have already experienced their rise and fall in prominence. It is worth noting Apple began building in the QR code scanner as a native component of the Camera application, making it more intuitive for iOS users to scan them. Even so, QR codes are far from the most cutting-edge approach to mobile app marketing available today. 

Cost-Per-Install (CPI) Campaign

Put simply, running a Cost-Per-Install (CPI) paid mobile app marketing campaign means you will pay each time someone taps your ad and subsequently installs your app. The primary advantage of this approach is that it’s easy to track—each install results in X amount of additional ad spend. If the acquisition cost is less than the projected lifetime value of an app user under a CPI model, it makes at least some financial sense to pursue this method.

In one survey, over half of app developers () chose CPI as their preferred user acquisition model. Unfortunately, data actually shows that many of the users acquired via CPI are “astonishingly low value.” This is because mobile users tend to install apps and use them a handful of times—or none at all. This is especially true in our current marketplace in which many apps use a “freemium” pricing model which encourages users to download apps because there’s no risk.

So, what’s a better alternative? 

Cost-Per-Action (CPA) Campaign

offering CPA acquisition focus more on post-install engagement than installs themselves. To start, this strategy promotes targeting mobile users most likely to engage based on the fact they share characteristics with already active app users. Showing these promising users dynamic advertisements personalized to their demographics, OS and more aims to drive meaningful installs.

But most importantly, marketers pay only when these users engage in desirable actions like creating an account or making an in-app purchase. Unlike CPI, this means you will not end up paying for people to install your app initially and forget about it before further engaging. This tends to boost the lifetime value of your users, which is an important metric in monetizing a modern app.

 App Store Optimization

App Store Optimization (ASO) is a marketing strategy so simple it’s actually easy to overlook. In a world where discover new apps via “general browsing in an app store,” it’s important to make sure your app is findable and appealing at first sight.

Here are the basics of ASO:

  • Title: Should be readable and contain the highest-trafficked keyword related to your app.
  • Description: Should be clear, laying out what value your app provides to users.
  • Icon: Should convey recognizable branding at first glance.
  • Screenshots: Should display your app’s most important features and functionalities.

A combination of the best strategies, like CPA user acquisition plus ASO, will help you monetize your app through meaningful engagement.

What many mobile marketers are suggesting for QR code campaigns

qr code marketingUsing the best practice methods for quick response codes will go a long way toward success.

If there is one form of mobile marketing that can be considered highly controversial at the moment, it’s QR codes.

While some feel it is one of the best technologies currently available, others feel it was dead before it started.

No matter how you may feel about QR codes, the fact is that some companies have used them in order to achieve tremendous responses and highly successful campaign results. The difference between the efforts that have been a complete flop, and those that have broken records is in the techniques that are used. After all, the technology remains the same, no matter how it is applied.

QR codes are not all that complex, but need to be made worthwhile or they will not be scanned.

Among the issues to consider are best practices as basic as the following:
Placement – if your QR codes are positioned in a way that they will not be noticed, then the odds are that your results will be minimal to nonexistent. You need to make sure that they are visible enough that the viewer will spot them, as well as being the right size that they will be easily scanned. Make sure that they are not located in the crease of a magazine or in a spot that the user will not be able to conveniently snap it.
Call to action – when you apply QR codes as a marketing tool, you need to make sure that you are encouraging the customer to do something, such as make a purchase, learn about a relevant product, or take advantage of a promotion. By simply linking to a homepage, you will be creating a dead end for users as they have been provided with no further instruction as to how to proceed. The success of these barcodes is based on using them to accomplish a specific goal.
Landing page – the page to which consumers are directed after scanning QR codes don’t need to be complex or large. They simply need to be mobile optimized, useful, and interesting. They can include written content, but they should be designed in a way that provides a little bit at a time and encourages the user to continue to learn more. Additional content options such as videos can help to improve interest, provided that it does not overlook the call to action.