In brief
App marketing requires attracting new users, encouraging continued use and maintaining usage. The article highlights accurate acquisition data, helping users recognise app value, push notifications and linking apps with brand reputation as ways to support these goals.
In the market, 20% of apps are opened only once. Marketers face three major challenges when promoting apps.
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. Understanding this helps determine where to focus advertising. Obtaining this data can be challenging, but accurate data can deliver substantial benefits for apps.
Encouraging users
Once users have downloaded an app, can they easily discover which parts are most useful? How do users recognise the app’s value? How can the app encourage them 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 reduce the rate at which they leave.
Marketers recommend that brands connect their apps with their brand reputation. This allows both the app and the brand to gain the greatest benefit from search engines, while also providing another way to encourage more users to return.