With over 5.7 million apps available, a beautifully designed app that delivers a refined customer experience isn’t something that will help you stand out from the crowd.
App marketing, on the other hand, will.
The problem is, not every CMO grabs the opportunity to go all-in on app marketing — because they aren’t selling for its competitive value or aren’t aware of its massive impact on consumer adoption. Your brand awareness, audience reach, customer experience and ability to convert are better and faster than ever before.
And if this succeeds – fear not, brave marketers.
As this is the all-inclusive battle card to help your reluctant CMO approve your app marketing plan, containing all the knowledge and irresistible facts you need to win. have the right to manage and dominate the mobile world like a storm.
Let’s go into it.
- 1 Seven truths no CMO can dispute when it comes to app marketing opportunities
- 2 Mobile app marketing plan template for 2023
- 3 Thank you for downloading!
- 3.1 5 – That’s how you discover a wider audience and expand into new markets
- 3.2 6 – Owned media is an excellent strategy in the fight against churn
- 3.3 Get the latest marketing news and expert insights delivered to your inbox
- 3.4 7 – That’s How You Nurture More Loyal Users (and Revenue)
- 4 Please TLDR
Seven truths no CMO can dispute when it comes to app marketing opportunities
1 – The mobile race is going well. Don’t be left behind
There’s no point in putting a bow on it. Refusing to invest in your business’s mobile presence is tantamount to letting it die. And if your CMO disagrees, the numbers tell a very compelling story.
According to our recent research, total app installs increased by 10% in 2022 despite the post-COVID digital pause, privacy changes, and economic downturn. More specifically, Android installs are up 9% year-over-year and iOS installs are up 16% after last year’s low ATT.
Apps spent $80 billion on UA in 2022, and non-game apps grew 20% in IAP. Last year also saw continued ad revenue growth, driven primarily by games on both platforms, where Android recorded a significant 48% YoY increase in IAA and not too far behind — iOS with a growth rate of 38% YoY.
Time spent on mobile devices has also increased dramatically over the past few years, and the advertising industry has caught up very quickly. In fact, mobile ad spend in 2022 surpassed $327 billion worldwide and is projected to reach over $339 billion by the end of 2023.
The math is simple, really.
Marketers go where consumers are and for your app to be a huge hit — you need to let people know about it.
With the Apple and Android app stores hosting nearly 4.7 million apps, a smart and well-planned app marketing plan based on a single value proposition is the way to go. competitive advantage and differentiated digital presence translates into tangible business results.
2 – App marketing is how you increase your ROI
Do you have a mobile app but can’t find the budget or buy-in to promote it?
Opting out of app marketing is tantamount to hiding your app under a rock. How can people expect it to work and bring any value to your business when you’ve done nothing to make it known?
App marketing is your way to justify the investment that has been put into developing your app and turn it into a very successful revenue stream.
Remember, personalized and well-timed campaigns go a long way. From delivering instant gratification (think of those irresistible pizza ads that hit the craving button) to seeding future consideration (next time you want to order pizza for dinner, guess which brand comes to mind?).
Speaking of carbs – here’s an interesting fact. When Dominos first launched the app, their promotion included a bonus slot machine for those who couldn’t decide what to order and the iPad game Pizza Hero where users could win a pie. real pizza.
As a result of their smart gamification-focused campaign efforts, global sales grew 19% year-over-year. A great example of how a solid, timely app marketing strategy can drive brands forward in earnest.
3 – An investment in app marketing is an investment in brand awareness
Think about the following metric: Average spend user 147 minutes per day on social media. This makes app advertising on platforms like YouTube, TikTok, or Snapchat a highly effective way to create measurable brand awareness, although used primarily to drive performance. .
Some people, including your CMO, may be hesitant to consider investing in brand awareness because they may not see an immediate impact in the same way they do with performance-driven campaigns. re-registration, purchase or first deposit.
But here’s the thing: The goal of a brand awareness campaign is to expand your reach by continually increasing brand awareness in the form of the right ads, at the right time, on the right platform. suitable platform.
It’s a long-term investment designed to let the world know about your brand’s unique competitive value, which will ultimately help reduce acquisition costs and even scale your LTV. .
4 – App marketing campaigns deliver unmatched insights spanning channels, media sources, and platforms
Full focus on app marketing means getting more performance data.
Gain access to metrics like ROAS, installs, and LTV — allowing you to identify channels that bring users the most value, and data-driven campaign messaging and ads optimization Real-time and fine-tune your audience segmentation to hit the ball.
We know that user journeys don’t just happen on one channel or device. So why are your campaigns and measurements different?
Using data spread across channels, platforms and media sources is how you:
- Maximize your conversion efforts
- Devise category-specific strategies to scale your performance
- Find creative ways to improve user engagement
- Identify different tactics to improve your users’ LTV
It’s true that the recent privacy changes led by iOS 14 have brought a host of challenges, especially around granular measurement. However, the new (and not so new) solutions in our space have covered most of the data blind spots, allowing marketers to regain performance visibility while protecting privacy. consumer investment.
To learn more about how Break your addiction to user-level data And put the measurement pieces together Check out our blog series with the amazing Thomas Petit.
Mobile app marketing plan template for 2023
5 – That’s how you discover a wider audience and expand into new markets
A well-crafted app marketing strategy can help you attract more niche types of users i.e. loyal, engaged and higher LTV.
Remember the data-driven campaign argument?
Once you know where your most valuable users are coming from, you can boost your campaign efforts in that region or channel and expand your reach in a cost-effective and efficient way. best.
Localizing your app and marketing to fit new, sought-after regions that aren’t yet familiar with your app — is a very smart investment.
And if you’re not entirely convinced that localization is worth exploring, wonder how a business like Slack connects with global users from over 150 countries in such a meaningful way?
The answer is, you guessed it, localization. It allows brands to build trust with their users in a language they understand and with cultural references that are familiar to them.
Thus, in a trillion dollar global smartphone economy where $118 billion is generated through apps, localizing your apps and marketing efforts can help position Your apps literally rule the world.
6 – Owned media is an excellent strategy in the fight against churn
Retention is a painful topic for app-owning brands.
In Q3 2022, Android app retention on 14th fell by 6.5% compared to Q3 2021. According to our 2022 research, 53% of apps are uninstalled after 30 days from from download, where 45% of these uninstalls occurred within the first 24 hours.
That’s a lot of users using MIA, in most cases to the advantage of the opponent.
But there are effective ways to mitigate these annoying statistics. First, an effective referral strategy reminds users how to use your app and why. Use a careful mix of in-app messages and push notifications with clear calls to action.
And if you’re still not quite convinced this will be worth your time, mull over this: Just increasing your retention by 5% can increase your profits by 25% – 95%.
The gain is obvious no matter which way you look at it.
7 – That’s How You Nurture More Loyal Users (and Revenue)
Did you know that loyal app users generate 3.5x more revenue than random users and are 3x more likely to make in-app purchases?
But loyalty-focused campaigns aren’t just a money-making tactic. No less than 84% of consumers say they are more likely to stick with a brand that offers a good loyalty program, making these types of campaigns a great way to incentivize customer loyalty. brand and natural extension.
- Mobile apps allow you to increase awareness of your brand with your target audience, provide seamless referrals, retain users and improve their overall LTV, and at the same time Collect valuable insights. However, building a great app is meaningless without an app marketing plan.
- With the Apple and Android app stores hosting nearly 4.7 million apps, a smart and well-planned app marketing plan based on a single value proposition — is how you create competitive advantage and differentiated presence that cannot be ignored.
- A data-driven app marketing strategy is how you get more installs and increase ROI, increase brand awareness, expand into new markets, fight churn and nurture your base. loyal user base.
- While tightening privacy laws have restricted marketers’ access to user-level data, advertisers can use a variety of privacy protections — to continuously measure and optimize the performance of their application marketing activities, while providing fully informed decisions accordingly.