In brief
App marketing requires attracting new users, demonstrating value and maintaining usage. Accurate acquisition data helps focus advertising, while push notifications and links to brand reputation can encourage users to stay and return.
In the market, 20% of apps are opened only once. Marketers looking to promote apps face three major challenges.
Attracting New Users
Acquiring new users is not enough. Marketers also need to know where users come from and which channels attract them most effectively. This helps them determine where to focus their advertising. Obtaining this data can be challenging, but accurate data can deliver substantial benefits for apps.
Engaging Users
Once users have downloaded an app, can they easily discover which parts are most useful? How do users understand the app’s value? How can the app encourage users to keep using it without wanting to try other similar apps?
Maintaining Usage
Push notifications are a useful tool for letting users know that an app has something new to share, such as a new video or product. Although half of users dislike push notifications, capturing their attention can help reduce the rate at which they leave.
Marketers recommend that brands connect their apps with their brand reputation, helping both the apps and the brands gain the greatest possible benefit from search engines. This also provides another way to encourage more users to return.