What is Mobile App Marketing?

Mobile App Marketing

Mobile app marketing is about connecting with your clients or customers online, through their mobile devices. For you to achieve your aim, you have to figure out:

  • Who and who needs your app
  • Where to find these particular people
  • How to convince them that you have what they need

Mobile app marketing stages, which can also be called FUNNEL are as follows:


This is the first stage of mobile app marketing, whereby you develop a successful mobile app, get users to download and of course install your app. They have to discover that your app is easy and flexible enough to use, and that it has what they need. You as the app developer owner must be able to convince users that they are not about to make a wrong decision by acquiring your app. The most common channels used in mobile app marketing for convincing users are:

Social Media

The most popular channel to get in touch with users is the social media. If you already have a large audience on one or two of the social media channels, you can either reach them organically or with paid social advertising.

If you don’t have a large audience, you can as well reach with paid social advertising. If your app has traction, that’s a more effective channel in mobile app marketing because it get users of your app to recruit their friends as users.

Real-world incentives

When you offer rewards like product giveaway, sweepstakes entry, and some others in exchange for an app install, you are drawing their attention to what you want to offer.

One disadvantage of using this strategy is that users who get attracted this way may end up removing your app as soon as they receive the reward you’re offering.

Search advertising

Mobile app marketing channels like the Google Play Store and Apple’s App Store offers “in-store advertising”, that app managers can purchase to drive people to download their app(s). Ads appear when users search for specific app keywords. For example, ads for File Transfer apps might appear when a user searches for the word “send files”. You can also purchase Search advertising through platforms like Google AdWords, so that anyone searching Google from their mobile device for “sending money” sees an ad for your Money Transfer app. It will then link them directly to your app store page.

App cross-promotion

If your apps are more than one, a very good way to get users is to use one app to promote another. If your company’s app for example provides job listings, you can put ads in it that refer to your CV creator app, since users that are interested in the first might be interested in the second too.

App store listing

App stores require text and picture descriptions of every app. Thoughtfully writing your listing is very important to convincing users on whether to download or not to. The content of  your listing influences should be seen when users look for apps in your category.

When you determine the right balance of your acquisition activities, you are creating a long-term success for your app. To determine an acquisition strategy, it’s very important that you keep track of your cost per acquisition. Channels like your app store listing, and organic social posts costs you nothing, but are time consuming. Others like paid ads can be expensive, but are easier to optimize and scale, and they reach more audience.


When users get your app installed already, you should get them to use it. user gets to activate or start using the app. At this point, everything they look for on the app are the features that they need.and how they can use them on your app.

Most users abandon apps after download, because they do not know how to use them, so it’s very important to have an effective strategy that reminds users on why they need your app and how to use it.

If at this stage they are convinced that the app is useful for them, they will not hesitate to actively use it. The three major app channels you can use in mobile app marketing are:

Mobile App Channels

  • Push notifications – When your user to installs your app, you can send push notifications one at a time. Your user doesn’t even have to be in the app to see it. With push notifications are easy to brand, you can even specify actions for the user to take with a single tap.
  • In-app messages – they are similar to push notifications, but they are delivered to users while they are active in your app. Real-time updates can put  in them, and unlike push notifications they don’t require opt-in for them to be received.
  • Message center – this is a passive channel inside the app that offers a user past notifications if they’re interested. It’s a great way to deliver messages that don’t require immediate action.

User Activation Strategies

  • A welcome message – this is a push notification or in-app message that is sent, soon after the initial install, typically within 24 hours. Its aim is to thank the user for installing your app, reinforce the app’s value proposition, and introduce them to key features. For example, if a user installs a job listing app, you can send a message thanking them, with a link to see the latest job listings in your app.
  • On-boarding flow – A good on-boarding flow is a tour of the products or services, to show where key features are and explaining when and how to use them. Thoughtful on-boarding increases engagement and builds trust, which in turn makes it easier to ask your user for permission to send notifications and other messages.
  • Conversion incentive – It may be appropriate to offer a conversion incentive ahead, depending on your app. If for example your app allows users to shop for wears, you can offer them a quickly expiring coupon to get them in the habit of shopping through your online channel.

Keeping a user for the long haul should be the goal of app owners.


Keeping users engaged has always been a long-term proposition, and that’s why retention is especially important. It’s an important factor in calculating the lifetime value of a customer.

Retention Strategies

For you to be able to retain users of you app, you need the following strategies:

  • Send users discounts or coupons for items that they’re interested in. 
  • Create Special contents to educate your users
  • Let users know about your updates or enhancement
  • Updates on friends and family who have joined. Tell your users how many of their friends have joined since they left.

Let’s check this analysis:

  • 1,000 new users, of which 10% stay, for an average of one month, and
  • 500 new users, of which 30% stay, for an average of two months.

In the first example, your 1,000 new users dwindle to 100, then after one month, half have left. That’s 50 net users.

In the second, your 500 new users become 150, and after one month, only a quarter have left. That’s 110 net users, more than double the number in the first example, though you acquired half as many.