Basics of digital marketing - Mobile app marketing

Mobile app marketing is the process of promoting a mobile application to attract, engage, and retain users — and ultimately drive installs, in-app actions, and revenue.

1. Pre-Launch Phase (Planning & Preparation)

 App Store Research

  • Analyze competitor apps.

  • Identify category trends, keywords, and visuals that perform well.

 Define Target Audience

  • Create user personas.

  • Understand behavior, pain points, and preferred platforms.

 Build a Landing Page / Teaser Website

  • Helps with SEO and early user interest.

  • Use it to collect emails or beta testers.

 Beta Testing & Feedback

  • Soft launch the app to a limited group.

  • Gather feedback to improve before going public.

2. Acquisition Phase (Launch & User Acquisition)

 App Store Optimization (ASO)

  • Optimize app title, description, keywords, screenshots, and icon.

  • Goal: improve visibility in Apple App Store and Google Play.

 Paid User Acquisition

  • Run mobile ads on:

    • Google App Campaigns

    • Meta (Facebook/Instagram) Ads

    • TikTok Ads

    • Apple Search Ads

  • Track installs and cost per install (CPI).

 Influencer & Social Media Promotion

  • Partner with creators or communities in your app’s niche.

  • Organic or sponsored campaigns.

Press & PR

  • App review sites, launch on Product Hunt, or send press releases to tech media.

3. Engagement & Retention Phase

 Push Notifications

  • Send reminders, offers, or updates to bring users back.

  • Use segmentation and personalization.

 In-App Messaging

  • Onboarding guides, feature announcements, upsell prompts.

Email Marketing

  • Use emails for abandoned cart recovery (in e-commerce apps), newsletters, or updates.

 Loyalty & Referral Programs

  • Reward users for daily usage, sharing the app, or completing milestones.

4. Measurement & Optimization

Tools Used:

  • Firebase

  • Adjust, AppsFlyer (attribution tracking)

  • Mixpanel, Amplitude (product analytics)

  • Google Analytics for Firebase

5. Long-Term Growth Tactics (Post-Launch)

App Updates & Improvements

  • Release frequent updates to fix bugs and add features.

  • Use app reviews to guide product roadmaps.

A/B Testing

  • Test different onboarding flows, CTAs, or pricing models.

Cross-Promotion

  • Promote your app in your other apps or partner apps.

 SEO & Web Content

  • Create web content that links back to your app (blog posts, tutorials).

 

Author: https://www.linkedin.com/in/vineeth-kariappa-9480137/