Mobile marketing is essential to build awareness about your app among users. With smartphone users in the U.S. making up almost 79% of the total population, you cannot afford to avoid marketing to your potential customers.
We share an intimate and personal relationship with our Internet-connected gadgets, using them to stay in touch with our loved ones, catch up on the latest news, share vacation pictures with friends, build networks, check out reviews of the new restaurant down the block, and more.
With about 50% of smartphone users saying that their phone is what they reach for first thing in the morning, premium advertising space has shifted from the newspaper and the morning radio to the smartphone. You cannot afford to be missing in your users’ feeds if you want to stay on top of their mind.
Here are a few tips to help you market your app on mobile and ensure that you build brand recall value.
1) Remarketing Is Critical
Marketing on mobile phones is not easy. Firstly, you have to grapple with the limited real estate you have at your disposal. You also have to deliver your message in the briefest manner possible and ensure that the user will click through to learn more. Because smartphones are personal devices, most users won’t like intrusive ads popping up on their screens while they’re in the middle of a chat with a friend. So, mobile marketing is a ground you have to tread carefully.
Here is where remarketing comes to your rescue. Remarketing helps deliver your marketing message to a targeted group of customers who have already engaged with your brand either through website, app, social media channels or e-commerce sites.
As they are already familiar with your products or services having bought, viewed or liked it/them, targeted and well-planned ads will help drive active customers to your mobile site or app. The farther the targeted users have moved down the conversion funnel, the higher are the chances of the remarketing campaign resulting in sales.
2) Mobile Is Everywhere
According to Smart Insights, 80% of Internet users own a smartphone. All your target customers are smartphone users and close to 90% of their usage time is devoted to apps. App usage is mostly limited to content consumption, whereas most research for a product or a service is carried out on the Web.
If your business app does not feature when your target persona is searching for a similar product or service, then it will be difficult to build brand awareness or identity.
Almost all businesses have recognized the fact that mobile has virtually devoured the world, which is also what Dunkin’ Donuts’ Chief Global Customer and Marketing Officer, John Costello stated in Advertising Age.
Often, users abandon your app because they just forgot about it or they exited with an intention to come back, but never remembered to. That is exactly why remarketing needs to be a part of your marketing strategy.
3) Remarketing Maximizes Customer Lifetime Value
Customer lifetime value (LTV) has an important role in determining and driving your marketing budget. LTV is the estimated revenue a customer will generate for your app over their lifetime. The better the LTV, the higher are the chances of your app succeeding in the long term. A study by Bain & Company says that the cost to acquire new customers can be anywhere between 5 to 25 times more than retaining existing ones. This is why remarketing is important for mobile apps.
Thousands of apps are launched every day. A Localytics study says that about 1 in 4 users abandon an app after the first use, and about 77% users never return to an app again after 72 hours of installing it!
Flight and hotel booking sites, specialty e-commerce sites (e.g. sites selling art, luxury goods or diamonds) and subscription sites, all resort to remarketing to draw back customers who have earlier engaged with them.
4) Ensure You Run an Exciting Remarketing Campaign
A boring remarketing campaign will not help grab eyeballs. It is necessary that you tailor your remarketing ads to suit the mobile advertising channels in which they pop up.
Apps do not have much of a choice to promote themselves outside of themselves or by creating a website. Push notifications are the obvious option, but several users opt out. Email marketing also does not seem contextual to numerous apps because they do not require email sign-in.
Network channels like Facebook, independent ad networks, and Google Network are to be used for your remarketing efforts. Google Network is exhaustive and includes all Google websites and partner websites that take part in AdWord campaigns.
Remarketing ads need to feature clear customer benefits, attractive slogans, tempting offers, and of course, strong call-to-action buttons. Suppose you searched for an antivirus and antispyware protection like McAfee Antivirus Plus, the next thing you will know is that it keeps popping up in your feed offering discounts, free trials or hard-to-ignore user statistics and benefits. The product stays on top of your mind and eggs you on to go for the buy.
The same applies when you search online for a Mango sweater or a Blue Nile diamond ring as well. You are lured by different styles and color choices and often end up visiting the shopping apps for these brands.
App remarketing ads need to inform users about new updates, levels, extensions, and features. Your ad will pop up whenever users browse other apps on the Google Display Network. The ad should deep-link to the freshest offers or content in your app. Eye-catching visuals and no-fluff copy are other hallmarks of great remarketing ads.
5) Do Create Facebook Custom Audience
If you have an app, you absolutely need to be driving campaigns to Custom Audiences on Facebook.
Your Facebook ads account or the Power Editor will help you create a custom audience. You can create a target audience for your remarketing ads on the basis of their recent engagement with your app.
You can manually upload email IDs, phone numbers or Facebook IDs of an audience, or you can insert Facebook Pixel in your site and target users who have visited your site during a set time period. Custom Audience can also include mobile users who have carried out a particular activity, say favorited a product or added a product to the shopping cart, on your app.
The best feature of Facebook Custom Audience is that you can target Lookalike Audience who possess similar demographics or interests as your Custom Audience. With more than a billion people logging in daily, Facebook is a marketing platform that apps must utilize.
Remarketing allows your app to stay on top of every past/current user’s mind. They will always know what’s new in your app and will want to try out an offer that appears in the advertisement. With proper planning and audience-nurturing goals, your remarketing campaign will definitely be successful.