The Ultimate Guide to Mobile App Marketing

Mobile App Marketing
Table of Contents

What Is Mobile App Marketing?

How Mobile App Marketing Works

Creating a Mobile App Marketing Strategy

Mobile App Marketing Campaign

Mobile App Marketing Best Practices

Mobile App Marketing Agencies

So you created a mobile app that you think is going to be the next big thing. You submit it to the App Store or Google Play, thinking that users will immediately start downloading your app. Reality hits you when your download rate isn’t what you hoped for—you left marketing out of your to-do list.

For a successful application, you have to market your product to the right audience at the right place at the right time. If you have the budget, you can even opt for traditional marketing methods. In any case, having a mobile app marketing strategy is necessary to spread the word about your app.

What Is Mobile App Marketing?

Not to be confused with mobile marketing, mobile app marketing strictly deals with applications. It is the process of promoting mobile apps and increasing interaction with customers to maintain user engagement and retention.

Mobile app marketing is a continuous cycle, where you consistently engage your users with marketing campaigns to preserve their interest.

How Mobile App Marketing Works

Developing a good mobile app marketing strategy requires a deep understanding of how the process works. People use mobile apps in a sequential manner—this is also known as funnel stages in marketing terms. The key funnel stages are acquisition, activation, and retention.


Acquisition is when users interact or learn about your app for the first time. This is where you lure people in with an eye-catching app logo design and get them to download your app. User acquisition campaigns promote a brand to potential users. And, if you develop a good campaign, you’ll attract new users and build a user base.


Activation is when people download your mobile app and use it for the first time. This step includes users adding personal information like email and phone number, as well as completing an action like making a purchase.


Retention is where you try to retain your users’ engagement levels with your app. You want your customers to frequently come to your mobile app and become active users

Creating a Mobile App Marketing Strategy

So how does one develop a mobile app marketing strategy? Where do you start, what do you do, and how do you approach the marketing campaign? There are plenty of steps to take to complete this process, but the key components include understanding your goal, researching the marketing, and optimizing your app.

Define the Purpose of Your App

First, you have to define the purpose of your app. Make sure you answer these questions: what is it going to be used for, what is its main concept, who will be using it, and to whom does it belong?

Conduct Market Research

Identify customer needs and analyze your main competitors by researching the market. If your app cannot address an existing issue or offer something new, you’ll have to rethink your steps.

Create User Personas

Pinpoint the target audience for your app with user personas. Each demographic has its preferences, which is why you need a targeted approach. Once you create a user persona, developing a message will be much easier.

Decide Your Marketing Channels

Determine what marketing channels you’ll be using during the acquisition process. From email to social media, you’ll come across many distribution channels. Select the ones that are most effective in terms of reaching your target audience.

Optimize Your App for App Stores

Utilizing the right keywords, tags, and titles, as well as placing your app in the right category will help users find your app easily.

Use Push Notifications

Use push notifications to engage your users and maintain their interest in your app. A push notification increases user engagement by up to 88%. What’s more, 65% of users who have notifications enabled are more likely to return to your app within 60 days.

Monitor the Process

After your strategy is up and running, start monitoring its results through analytics to understand how it’s performing. While there’s a lot of data to keep track of, these are the key metrics you should pay most attention to:

  • App engagement

This concerns the number of active app users and how much time they spend on average in a single session.

  • App retention

This concerns the number of users who return to the app within three months of first using it. A user is considered retained when they return to your app at least once every 30 days.

  • Acquisitions by referral

This concerns existing clients who recommend your app to their friends. This helps you understand where you get most of your app acquisitions so you know which distribution channels to invest in more.

Mobile App Marketing Campaign

Once you complete your mobile app marketing strategy, you must separate it into campaigns to achieve your goals. Whether you created an image-maker or a messaging app, most applications now require a well-planned mobile app marketing campaign to gain exposure and popularity among users.

However, a campaign does not stop there. If you want to sustain user engagement and retention, you have to continuously run campaigns. Strive to promote your app as much as you can to ensure both acquisition and engagement.

Mobile App Marketing Best Practices

Almost 70% of total mobile app usage comes from the top 200 apps. This means that even though smartphones and mobile apps are popular right now, there’s no guarantee that your app will be successful. You might even have the best app features and get zero visibility. But, don’t let this discourage you.

With proper research and keeping up with mobile marketing trends and statistics, you can build a strategy that will launch your app to the top. These mobile app marketing best practices can help your app stand out from the fierce competition.

Implement an ASO Strategy

SEO is what makes websites appear at the top of search engine results. Similarly, you can implement an ASO strategy—which is short for app store optimization—to help your app’s ranking. Its visibility leads to more downloads, and its downloads lead to more visibility. ASO optimization involves the correct use of titles, descriptions, keywords, graphic screenshots, and positive app reviews for ranking highly on the App Store.

Use Other Online Distribution Channels

Never rely only on the app store to market your app. Use other digital channels to promote it for better exposure. Social media websites like Facebook, Twitter, and Instagram have an enormous user base. Running paid promotions and advertisements provides much-needed app exposure.

You can create a website or run an email newsletter service to drive new app downloads. Get people to review your app, mention it in blogs, or have internet personalities promote your product.

Consistently Engage With Users

Most people download and use applications once before they toss them aside. Your app can be pretty fun, but it also has the risk of not being used.

Apps that constantly engage with their users tend to do much better in terms of retaining their user base. You may do this through push notifications and in-app messages. Additionally, you can also engage with users through email and text marketing and facilitate user experience

Mobile App Marketing Agencies

Creating and conducting a full mobile app marketing campaign can be a daunting task, especially for those with no marketing background. You can be an amazing software developer but lack the skills in the marketing department, which is totally fine. In these cases, we resort to industry professionals to do this for us.

Mobile app marketing agencies have the experience and expertise to handle your strategy and campaigns. Here are some of the best in the business right now:

  1. Moburst
  2. Udonis Inc.
  3. Blue Label Labs
  4. Five
  5. Dot Com Infoway
  6. AppAgent
  7. Yeeply
  8. Prolific Interactive