What is Mobile App Marketing?
Mobile app marketing is about interacting with your users through their entire lifecycle — from when they first hear about your app, to when they become loyal and regular users. To do this effectively, you have to figure out who will use your app, where to find those people, what to say to them, and what they want from you.
There are statistical figures to prove that usage of mobile applications has increased with the rising number of mobile users. So it is important to market your app to ensure it reaches the intended users.
The typical way to think of mobile app usage is as a sequence of stages, or “funnel”. There are many funnel stages, but here’s a simplified view.
- The acquisition is the first step in a user’s interaction with your app. How do you get them to download and install your app in the first place?
- Activation is next. The exact meaning of “user activation” differs from app to app, but in general, activation refers to a user’s first actions, such as adding their email address or making an initial purchase.
- Retention means turning your app into a regular destination for your user.
The funnel concept is useful as a model, though in reality users often go back and forth between stages, so you may also hear this referred to as the “mobile engagement loop”.
Mobile app marketing is the process of engaging your app users throughout their entire experience with your app:
- Discovering your app
- Downloading it
- Completing the onboarding process
- Staying engaged
It includes the incentives offered to prompt engagement and the overall visibility of your app in the app store.
This article explores the difference between mobile app marketing and mobile marketing. It introduces key mobile app marketing tactics to consider as you build a mobile app marketing strategy.