The What, Why and How of Mobile App Marketing

Author by Chintan Parikh


Running a Business without marketing will kill it – Pa

As of march 2017, it is reported that there are more than 2 million apps in Apple’s App Store and close to 3 million in Play store. Beside that, in 2020 it is expected the mobile a market is predicted to reach a $189 billion.

Mobile apps are now beating desktop by a huge mile.  As we all know everything needs a push, in order to be successful mobile apps also needs a marketing push  or else they will quickly fall.  If we see the competition level nowadays only a handful of mobile apps make it big.

However, there are only few who realize the power of mobile app marketing.  If done properly it surely can bring interest, communication improvement and increase loyalty.


There is always a chance of your app being uninstalled. Yes you  heard it right, but hang on that is only possible if it is not that engaging . Here is the list you can follow as a primary goal of any mobile app marketing

1.Attract more Users

2. Engage your existing users and retain them

3.Your Existing customers are your wealth , so generate revenue from them.

Furthermore, the sooner we realise that mobile app marketing is all about engagement the easier it would be for us to keep our mobile app alive.

A typical mobile engagement funnel has 4 stages:

  •  Awareness
  • Consideration
  • Conversion
  • Retention


Now let s go deep and understand the importance of mobile app marketing:

Why Do You Need Mobile App Marketing?

Back in 2011 Starbucks started using an app for basic purpose but within 4 years the app became so important that according to the data nearly 21% of all company’s transactions occurred through app in 2015.

Starbucks could only do it by using app marketing techniques in its overall strategy to drive engagement. Few of the the tactics used by them include:

In-app Messaging:

Personalized messages are sent to the customers and notifications to fill out surveys. These technique surely proved to be unique and appealing as customers were keen to give feedback and collect stars.


Starbucks took the app’s engagement to the next level when they enabled users to save the songs heard in any of the company’s outlet and provided a seamless listening experience by offering an option to save their favorite song and listen whenever and wherever the want to.

Free Offers:

Special discounts, free offerings, birthday gifts etc were offered by Starbucks  to all users so that they use the app regularly.
Additionally, the company incorporated a loyalty program, with some added features such as mobile order & pay etc.

The Result?

Starbucks gained highly exceptional results. During February 2016, about 7 million orders were placed through the app in the United States. According to a survey it is believed that more 11 million individuals are currently using the mobile application!

The How?

Having discussed the importance of mobile app marketing, let us now  go deep into how a mobile app can be marketed

How to market your mobile app?

There are numerous best practices out there for mobile app marketing. But after having worked with numerous high-profile clients, we have come up with some extremely critical must-haves of every mobile app marketing campaign.

Analyze User Behavior 

Every effective marketing campaign needs a sharp buyer persona. It is next to impossible for you to market or develop an app without powerful insights of your target consumer. These insights help you in engaging users in the correct manner.
These could include

  • Location
  • Gender
  • Age-group
  • Interests
  • Income Bracket

Better UX/UI Designs:

Firstly, please make a note that UI is not UX. There are many differences between UI and UX. UI is a lot closer to graphic design while UX is more technical and analytical.
If a user is impressed by UI/UX of the app, it is already a success. Being said that, this aspect of a mobile app is critical and needs to be checked thoroughly even before the marketing campaign is formally launched.

Creating the Hype:

Before going public, you need to plan a robust strategy to promote it.
Chalk out all the important platforms (social media, websites, press releases) on which your app should be promoted and plan promotional events accordingly.
You could contact sites such as CNET, PCMag to review your app to spread the word among a large number of relevant audience.

In Addition you could always try these best practices:

-Try email marketing
-Put up attractive screenshots to explain users about what they should expect
-Update users if one of their friend/relatives installs the app to boost engagement
-Ask users to register with their email address or phone number. This way you would have another channel to engage with them

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