How much time do you spend on your phone? Never really thought about it, have you?
According to eMarketer research: “users spend two hours and 11 minutes per day using mobile apps, but just 26 minutes browsing the web on a mobile device”. Two hours and 11 minutes!
Now look at it from another perspective: This means that almost 90% of our time is spent on mobile apps. Which consequently means that it’s time for you to follow the trend and grow your business by developing an app. However, this is just the tip of the iceberg! The most important and critical part is that people have to actually hear about your app, download it AND use it. This is where our expertise come into play. You will need to drive an online campaign, and we are here to help with these four easy steps:
Think about your target audience
Like any marketing strategy, the first step will always be to look at your target audience. Who are they? What are they interested in? What makes your mobile application special to them? Trust me, your campaign will only be successful should you choose your audience wisely. You need to make sure you understand them, know what they want and more specifically you need to market your app in a way that will speak to them directly.
There are two ways to find the perfect audience for your mobile app based on Duct Tape Marketing:
- General understanding: Look at your app category. What will it be used for? Who will most likely be interested in what it has to offer?
- Secondary research: Look at your competitors, your industry. Analyze what is going on around you and pinpoint your strengths and opportunities.
Recognizing who your target audience is will help you cover your campaign’s basis:
- Visual: What will entice them? An image or a video? Which kind?
- Caption: Which tone of voice should you adopt?
Once you understand your audience, you should most likely be able to drive your online app campaign successfully and ensure satisfactory download results.
Now, get ready for the second step!
Choose Your Campaign Platforms Wisely
Now that you are well-aware of who your audience is, how old they are, what their online behavior is and what their interests are, you can choose the online platform which will best stimulate download results. While working for our Saudi clients’ mobile app campaigns, the below social media and online platforms proved to be very efficient for this market as well as for our target audience:
- Apple Search Ads
- Google Ads
When choosing your platform, always keep in mind your audience. You will therefore know which platforms they are most likely using.
Promoting online is a cost-effective solution to reach millions of viewers and potential users. It is a sure way of reaching the maximum number of app downloaders there is. To optimize the number of downloads as well as track your app campaign’s success, the next step is crucial:
Install your SDK
Going deeper into your marketing process, you will be faced with a task that is a bit more technical and challenging. The first thing you need to do is ask your developers to install an SDK. Don’t have a developer? This article can help you choose the right one.
Back to our SDK. This is the most important step while developing a mobile app. Simply put, an SDK, or a Software Development Kit, is a tool used by developers to create an application and all of its internal coding for specific platforms. For example, the Android SDK tool is used to build an Android App, the iOS one is used to build an iOS App and so on.
I emphasize on the importance of installing your SDK since it is the only way for you to track the number of downloads. Without a properly coded SDK, you will not be able to track the results of your campaign and have tangible outcomes. Which brings us to our final step:
Track and monitor your results
What you need to track is your Cost per Install (CPI) as well as your Cost Per Action (CPA). Let me elaborate:
- CPI: we, as advertisers, pay when someone installs our app.
- CPA: we usually pay based on the action the user is taking on our app. Those actions can either be subscriptions, in-app purchases, or re-installing the app.
If you are just launching your new/revamped app, you should focus on your CPI. If your app is already running, you need to track your CPA. The latter will determine whether the user is actually doing the action you want them to, in your app.
Both ways, you should never forget the long-term endgame: you need to retain your users. Sometimes, your app campaign can produce lower CPIs but higher CPAs, which is a good thing! So, compare both and monitor your results on a daily basis.
To Sum Up
From online banking to hotel bookings, there is an app for everything, everywhere. Increasing your revenue is an advantage you will have from developing a mobile app in 2020, however it’s not the only one. You can check out our article for a deeper insight on other benefits. Did you read it? Great, I am glad we are on the same page. Now look at your industry, get creative, conduct a successful online campaign and the rest will follow!