Mobile App Marketing 101


Do you ever notice that you usually only consider downloading apps that appear in the top three or four results when you search for a certain category of apps? That's because those apps have done a good job with their marketing. 

Mobile app marketing is the continuous process of engaging with potential and existing users, from the moment they first hear about your app to becoming regular users and beyond. To do this well, you need to understand your audience, know where to find them, and what messages will resonate with them. This type of marketing is crucial for businesses because it helps them achieve three key goals: becoming more recognizable, engaging users, and ultimately making money.

With over four million apps available for download from the top app stores, competition is fierce. Just having a great app isn't enough - you need a solid marketing plan from the beginning to stand out. 

So, here we will guide you through the basics of mobile app marketing and introduce you to some upcoming trends in the field.

What is Mobile App Marketing?

Mobile app marketing is the strategy used to promote a mobile application to a wider audience in order to boost downloads. This involves using different platforms like social media, and online ads, optimising for app stores, collaborating with influencers, and sending targeted emails. The main aim is to make the app more visible and encourage users to download and use it.

This marketing approach is vital for the success of a mobile app. By driving user acquisition and growth, it validates the work of mobile app developer and expands the user base. Additionally, by enhancing user engagement, it creates opportunities for monetization, which is crucial for the app's long-term sustainability and future development.

Importance of Mobile App Marketing

According to data from Statista, about 58.67% of people worldwide accessed websites through their mobile devices (excluding tablets) in the last quarter of 2023. This significant usage of mobiles has fueled the growing importance of marketing for mobile apps.

Here's a detailed look at why mobile app marketing matters in today's digital landscape:

  • User Acquisition: Marketing on mobile apps drives more downloads and expands the user base, crucial for the success of an app.
  • Visibility: Effective marketing strategies boost the visibility of mobile apps, making it easier for potential users to discover and download them quickly.
  • User Engagement: Marketing efforts showcase app features across various channels, enhancing user engagement and encouraging repeat usage.
  • Revenue Generation: A well-planned marketing campaign leads to increased downloads and user interaction, resulting in higher revenue through in-app purchases, subscriptions, and other methods.
  • Competition: Mobile app marketing helps distinguish an app from its rivals, enabling it to stand out in a crowded market.
  • Brand Awareness: It contributes to raising brand awareness and reinforcing the brand's presence in the market.
  • Customer Insights: This type of marketing provides valuable insights into customer behaviour and preferences, aiding in the development of future marketing strategies and enhancing the user experience.

In essence, mobile app marketing is vital for reaching and engaging users, driving revenue, and staying competitive in today's digital world.

What are the Steps Involved in Mobile App Marketing?

In today's highly competitive digital landscape, mobile applications play a crucial role in achieving business success. Crafting an effective mobile app marketing strategy is key to standing out in this crowded space.

Let's break down the essential steps:

  • Awareness: Begin by making your app known to your target audience. This involves utilising targeted advertising, maintaining a strong social media presence, and engaging with potential users wherever they may be.
  • Acquisition: Once people are aware of your app, the next step is convincing them to download it. Your app's unique value proposition (UVP) is crucial here. Clearly communicate what sets your app apart and why users should choose it.
  • Retention: Simply getting downloads isn't enough; you need to keep users engaged over time. Regular updates, responsive customer support, and continuous improvements to the user experience are essential for retaining users and fostering loyalty.
  • Re-engagement: It's normal for users to lose interest or stop using your app altogether. However, strategic tactics such as push notifications, email marketing campaigns, and feature updates can help re-engage dormant users and bring them back into the fold.

Stages of Mobile App Marketing Explained

Mobile app marketing guides users through the various steps of promoting an app, starting from when they first learn about it to becoming regular users. Users may move between these steps multiple times, creating a loop of engagement. For instance, a user might download the app but not find it very intuitive. They might then uninstall it. But later, after seeing positive reviews or a helpful ad campaign, they might download it again and this time find value in becoming a regular user. Now, let's break down each step one by one.

1. The Awareness Stage

Even for existing apps, creating awareness among potential users is crucial. This phase focuses on establishing the app's brand presence and making it visible to the target audience. Here's how to do it effectively:

Thorough Market Research

Before diving into development, thorough market research is essential. Identify the main competitors in your app's category. Understanding the existing solutions in the market helps ensure your app addresses a genuine user need. No matter how strong your marketing efforts, if your app doesn't solve a problem or competes with already successful apps, it's unlikely to succeed.

Content Marketing Strategy

Developing the right content marketing strategy is key to building trust and authority with your audience. Start by creating a blog where you can share insights about your app, its features, and how it benefits users. Providing sneak peeks and useful information helps create anticipation and interest around your app, fostering engagement with potential users.

Know Your Audience

Understanding your target audience is vital. Create detailed user personas that outline the characteristics, preferences, and pain points of your potential users. Consider factors like demographics, behaviours, psychographics, and even their desired payment options. Do they prefer traditional credit cards, mobile wallets, or alternative payment methods? Researching popular payment gateway providers in your target market can provide valuable insights. This insight will guide your marketing efforts, ensuring you effectively reach and engage the right audience for your app, while also offering the payment options they expect.

Benefits of Content Marketing:

  • Good content can attract more potential customers.
  • Content helps people know about your brand and product.
  • Quality content can drive traffic to your platform without paid advertising.
  • Content can also help in promoting related products and services.

Building User Personas

To truly understand your target audience, consider creating user personas. These are fictional representations of your ideal customers, crafted based on demographics, interests, and behaviours. By developing user personas, you gain valuable insights into your audience's needs, preferences, and communication style. This knowledge then informs your marketing strategy, allowing you to tailor messages and campaigns that resonate with them.

Creating Connections through Influencer Marketing

Connect with influencers, bloggers, and media outlets in your industry. Share your product with them and ask for their honest opinion. This can lead to valuable backlinks and genuine reviews. Choose influencers who align with your brand and have an engaged audience. Micro-influencers, in particular, offer authentic connections without the high costs.

Social Media

Utilise social media platforms to promote your product. Share interactive content to increase engagement and establish your brand's identity. Social media is a powerful tool for reaching a wide audience and building a community around your product.

2. Acquisition Stage

In this stage, your aim is to prompt customers to take actions that benefit your business financially. These actions include:

  • Downloading your app
  • Creating an account
  • Making purchases within the app
  • Regularly using the app

There are several creative strategies you can employ to acquire customers. Let's explore some key ones:

Paid Advertising

When your app launches, initiate targeted paid advertising on popular social media platforms where your target audience is active. For instance, platforms like Facebook, TikTok, and Instagram are frequented by millennials and Gen Z. Ensure your ad messaging is clear and attention-grabbing, as you only have a few seconds to engage the user.

App Store Optimisation (ASO)

ASO is akin to SEO but for mobile apps. It involves an ongoing process of testing and measuring to improve visibility and increase downloads. The goal of ASO is to rank your app higher in app store search results.

Public Relations

A crucial step in any successful app launch is a well-crafted press release. This communicates what your app offers, its target audience, and how it can be accessed. Direct your press release to industry journalists and news wire services, highlighting why your app is newsworthy.

Paid Marketing and Teaser Campaigns

Utilise paid search and social media campaigns to target potential users based on their interests and relevant keywords. These campaigns are effective in attracting new users and generating excitement around your app.

By implementing these strategies effectively, you can enhance your app's visibility, attract more users, and drive revenue growth.

3. Customer Retention

Keeping your customers happy and sticking around is super important. It's actually way more costly to find new customers than to keep the ones you have. Our research has found that if you make an effort to keep in touch with your customers, they're more likely to stick around. In fact, four times more likely to stick around after three months!

So, how do you keep them engaged? Well, building a good relationship is key. If you offer them a great experience and listen to what they want to say, they'll probably want to stick around. People are more likely to give feedback when asked directly, and when you respond to that feedback, they feel valued and are more likely to stick with your company or app.

Now, let's talk about some ways to keep users interested for the long haul.


Use messages within the app to talk to your users. Let them know about any issues, updates, or special offers. Just make sure the messages are relevant to them.

Push Notifications 

Send them notifications about cool stuff like rewards, promotions, or new content. It's a good way to keep them engaged.

User Experience

Make sure your app is easy to use. You want users to have a smooth experience from the get-go.

AI and Chatbots

Sometimes, you can't respond to user questions right away. That's where chatbots come in handy. They can answer questions instantly and make users feel like they're talking to a real person.


People like feeling special. So, personalise their experience. Use their name, offer them discounts on their birthday, and show them products they might like based on what they've looked at before.

Keep It Simple 

When users sign up, don't ask for too much information. Keep it simple, or you might scare them off.

4. Re Engagement Stage

In the world of apps, sometimes users drift away. They might stop using your app for various reasons. But don’t worry, there are ways to bring them back into the fold. Reengagement is all about reconnecting with those users who have strayed from your app's community.

Here are a few effective methods to win back those who have left:

A/B Testing

Experiment with different versions of your app by showing them to two separate groups.  You can leverage A/B testing frameworks within your app development process to create these variations. Refine aspects like the user interface, notifications, and other features. Show one version to a group of former users while the other group sticks with the original. Then analyse which version receives better feedback, which you can incorporate into your app. This data-driven approach helps you identify what resonates most with your users and allows you to continuously improve the overall user experience.

Community Building

Leverage popular social media platforms to foster a strong community around your app. Even if someone has stopped using your app, they may still come across updates on social media.

Updates and Enhancements

Regularly roll out updates and enhancements based on user feedback. This helps to reengage users who may have been dissatisfied with a previous version of your app.

Time-Limited Offers

Send out exclusive offers to entice users back to your app. Target these offers to the email addresses and other contact details you have for users who no longer use your app.  Consider personalising the offers based on their past usage or interests. For instance, if a user previously dropped off after trying a specific feature, you could highlight new improvements or related functionalities within the app.  By showcasing the value proposition of your latest mobile app features list, you can re-engage these dormant users and encourage them to explore your app again.

These strategies can significantly boost your chances of reconnecting with former users. Experiment with them to find the right combination that works best for bringing users back to your app.


In summary, making an app is easier than ever nowadays. While it might be suitable for beginners or for specific brands to have their own app, It's essential for serious e-commerce or B2C brands to create a top-notch app that works seamlessly with other platforms. This means providing personalised experiences for customers.

So, it's not just about knowing the market; it's also about understanding people - their needs, desires, and behaviours. As you start this journey, prioritise your users. With dedication, perseverance, and some creativity, your app has the potential to become a major success.

Enquiry Now
This website uses cookies to ensure you get the best experience on our website. Accept