Trends for Mobile Marketing Campaigns 2018
In today’s era of digital over-saturation, it is essential for app developers to approach their product rollouts with a savvy understanding of effective marketing trends. They can use the latest strategies and techniques to ensure the highest degree of visibility for their product immediately upon its release and, in many situations, even prior to its launch!
Knowing how to ‘connect the dots’ when it comes to preparing a major mobile marketing campaign for your app can truly make the difference between success or failure with your product. WIth that in mind, this article offers a compelling preview of today’s major trends and provides tangible action steps which you can use to quickly begin preparing an effective marketing campaign for your next major app rollout.
The State of the Industry
Did you know that nearly 80% of cellphone users launch mobile apps on their phones at least 15 times a day? It’s no secret that mobile apps have become deeply embedded in modern culture, which means that competition levels are at all-time highs. With that in mind, one of the most often-deployed strategies today is – perhaps surprisingly – collaboration. In-app advertisements are one of the most common forms of promotion being used today.
For example, it’s not uncommon for smartphone games to feature in-apps advertisements during pauses between full interactivity within the game itself. These ads can promote a wide range of products – really, anything which the app developer and the designated advertiser believe would be a good match. In situations where you may not have a large app presence yet, collaborating with a more established app developer can help you gain valuable momentum and ensure that your product is seen by the right audience at the right time.
A Better Understanding for Ad Formats
When it comes to ad placements, it is also important to remember that the medium itself is evolving at a startling rate. Now, more than ever before, digital ads used for mobile apps have reached an unprecedented level of interactivity. For example, ads which appear both in-app and online for your upcoming app release can engage users with video, text, images, dynamic swiping, button pushing, and other forms of tactile interactivity. This ‘next-generation’ approach to ad placement will ensure that your users have a unique and immersive experience with your ad that makes a powerful first (and lasting!) impression.
Embracing the Freemium Experience
The rise of ‘freemium’ apps, or apps which do not require payment for download, are funded in large part by a swathe of advertisers who are paying for valuable in-app real estate to place their advertisements. As you can imagine, app developers who are seeking to jumpstart their professional networking may find that deploying a freemium app featuring advertisements from other products may help nurture connections that can lead to greater opportunities later on.
Letting AI Do the Hard Work
Media buying has long been an integral element of mobile marketing. For example, when individuals are seeking to earn a substantive return-on-investment (ROI) through ad buying (think Adwords, for example), there is a substantial amount of number crunching that is required to make a ‘smart’ purchase. Fortunately, there are a number of AI-driven solutions now available in the marketplace which can make this step exponentially less labor-intensive. As you can imagine, this could be immensely beneficial for developers managing small to medium-scale business operations who simply do not have the time or funding to hire large teams of analysts.
Quantifying the Experience
As we stated previously, there are a wide variety of ways in which modern apps can transcend the typical boundaries prevalent in earlier generations of software and create entirely new experiences for users. With this in mind, a core focus of your mobile app marketing should be to devise a means of communicating the ‘experience’ of your app to audiences rather than merely flashing attractive pictures of the user interface or producing text with compelling taglines.
What distinguishes your app from your competitors? What element of your app could be marketed as ‘immersive’? If audiences could only use one sentence to describe your app, what would they say? It is questions like these that will help you brand your app in a way that distinguishes your hard work from your competitors and ensures that you capture your own valuable bandwidth within the headspace of app users exploring the app stores available today.
Perhaps the singular most important element of an effective app marketing campaign is the ability to stay consistent with your trends, techniques and strategies. As the saying goes, “Rome wasn’t built in a day”. How this applies to app marketing is as follows: if you are going to reap consistent gains from your app marketing, you are going to have to tackle the immense burden of communicating your value and attractiveness on a daily basis to consumers who may have already grown skeptical and / or cynical from the amount of content they are exposed to on a daily basis. With that in mind, we highly recommend that you take the time to develop a comprehensive social media calendar which incorporates not only short-term goals and strategies but also a more long-form approach to expanding your presence and visibility online.
These calendars will hold you to task when your attention starts to get diverted in different directions. It is standard practice amongst many of the most successful app marketers today to create a detailed itinerary which leaves little doubt as to what the next step should be on the path towards achieving your primary objectives.