Is App market really thriving?, With a 3.5 billion Apps on Google Play Store, it should surprise anyone, users are overwhelmed and apps often go unused; one in two apps are uninstalled with in 30 days.

To get people to download and use their apps, brands need a robust app marketing strategy, one that will help them ride the region’s mobile app market growth, predicted to account for 45% of the global growth between 2020 and 2024.

Google’s consumer data insights show that 69% of app users prefer using apps over other channels like websites, physical stores, or email to engage brands.

Data-driven Insights.

Businesses looking to elevate their app marketing strategy can draw on the best practices, we distilled from a recent study* (*Ref: Think With Google) that surveyed more than 12,000 app users in APAC. Their usage spans retail, finance, travel, and telco apps. Here, we share what we learnt about how APAC app users behave, what they want, and how you can build a winning app marketing strategy.

Build a winning mobile app strategy.

Customers are especially comfortable with a mobile ecosystem that has surpassed desktops UX in many categories, for example food order app, fashion or grocery apps. We see smartphone order values are surpassing desktop, especially low-cost and repeat purchases.

The desktop is increasingly just for working hours. On working days, we see purchases happen on the desktop during working time and shoppers switch to mobile during leisure time.

The e-commerce sector in India is in a hyper-growth mode since decade now. As of now, India has the world’s third-largest population of internet users, even as only a fifth of its population is presently online.

Potential to grow and gain your market share is always a possibility with mobile first strategy in place.

Challenges.

App discovery, abandonment or engagement are still a major challenge.

Design & Technology are driving successful app businesses. Users expect smooth onboard and in-app experiences. UI and overall app experience is the first hurdle any app must overcome.

Once a user has downloaded your app, it’s important to introduce the app’s features clearly and simply. If users do not grasp an app’s distinctive features and benefits immediately, they’re likely to abandon it.

Google study data shows that 37% of app users say they don’t use an app after install because they’d use a different app instead. In addition, 21% of users will drop an app if the design or user experience is overly complicated.

At our Agency we made sure not to miss out on any technology that can drive exceptional customer experience. We have two instants that have worked very well in a selected category.

1. Augment Reality: Furniture and Interior designer product.
2. App campaigns for engagement had helped in re-engage customers who have installed app, and encourage them to take specific in-app actions.
3. Offers & Discount – Re-target your first-time buyers with distinct offers to encourage second purchases.
4. In-store notification – Store walk-in notified about offers or availability.

Build user loyalty with campaigns.

Let us talk about Google Ad App’s promotion campaign. App Campaign combined with Search advertising (PPC Campaign) ensures presence right when your customers are searching for your business.

Digital campaigns can deliver marketing goals for your app business.

1. Drive installs at scale – increase user base with install campaign.
2. Acquire high-quality users – based on your business monetization model and expectation on, what post install action you’d like your audience to engage in.
3. Re-engage existing users – your app has been available for a while with a sizeable user base, but is losing interest from users. These type of campaigns strategy keeps users base active and profitable.
   
4. Branding – You would need to raise brand awareness, increase brand loyalty, or expand the size of the market segment you reach.

Need right users acquisition & engagement strategy.

First, you need the right discovery strategy to get valuable users visiting website or look of app store. Secondly, keep a lookout on where your user base is at, and engage with them on a social platform to bring them to website or get them to install.

A robust app marketing strategy is built on user insights and is centered on easy app discoverability, smooth on-boarding, and ongoing app engagement can help brands across all sectors connect with app users and maximize investment. As you continually refine your app marketing strategy, guided by these data-driven best practices, your brand will be able to build user loyalty and ride a booming app market.

At ValueAdvert, our clients are making headway with customer centric digital marketing strategy. It is crucial for us, business understand the advantages of data-driven digital marketing, its relevance, and immediacy. For marketers like us, it is about micro-moments and it is not about one-size-fits-all campaigns that lack both relevancy and immediacy.