One-Size-Fits-All Mobile App Marketing Is a Myth

Your new mobile app has a lot of promise. It’s unique, user-friendly and really fulfills a need that previously hasn’t been satisfied by other products. Now it’s time for you to get to work on marketing the app. Yes, you need to do this. Estimates are projecting there to be about five million apps in the App Store by 2020. Even if you have a great app, it’s not going to stand out by itself with that much competition.

Your marketing approach needs to be comprehensive, but also specialized for specific audiences. The idea of one-size-fits-all mobile app marketing is a myth. Here are some things you need to think about when developing your app marketing strategy.

Think About Demographics

Of course, demographics are going to have an impact on how you market to people. But how? And what approaches should you take to market to individuals of different ages, genders, locations and socio-economic backgrounds?

First, you will want to identify your target audiences. The more specific you can get with these, the better, as it’s easier to market to a niche than the general public. Once you have determined your potential users, learn something about them. It’s imperative to understand how mobile users within these groups interact with media. For example, you won’t want to use too many abbreviations or internet jargon with older users. While some users will know these things, others will be confused by them, and thus not respond well to your efforts.

Are You Available on Enough Users’ Devices?

When marketing your app, you need to consider its accessibility across various devices. You will want to determine how many people in your target audience use iPhone versus Android. This will affect how and where you decide to market your app. There are specialized iOS app marketing services that can greatly help marketers reach their precise niches with personalized ads in the right marketplaces.

Timing Is Important

Since no two people or marketing niches are the same, you shouldn’t have a blanket approach to timing your communications. It’s easy to just automate all your marketing notifications to go out at the same time to everyone. However, this probably isn’t the most effective way of doing things. You can collect app usage information of people from various demographics. Find out when people from different age groups or locations are most likely to be interacting with their mobile devices.

Retarget Relevant Consumers

Retargeting is an effective strategy for recapturing users who installed your app at one point but haven’t used it to its fullest potential. Basically, retargeting is a way to advertise directly to people who have already installed an app but have yet to convert. These people are more likely than a random person to have a vested interest in using an app. Therefore, it’s prudent to put extra effort into specifically attracting these people back into your funnel with dynamic ads.

Look at Your Data… Again

By now, you probably realize that data is an essential element to running a modern business. Marketers now have access to an unprecedented amount of data thanks to advances in real-time reporting technologies. Even if you’ve extrapolated some valuable insights from your data, revisit it. There is always more to be learned from your app’s usage data. Consider employing some form of artificial intelligence protocol to help parse through these raw numbers. There are now services that use AI to give people a competitive edge with their data analysis.

You can’t expect to effectively market your mobile app by simply marketing to the most people possible. App marketing is not a one-size-fits-all game. The sooner you accept this, the sooner you can grow your app’s user base in a meaningful way.