Mobile
Marketing
Strategies
Group No. 2
Amit Prasad - 2022IPM012
Anindya Chatterjee - 2022IPM168
Arpita - 2022IPM160
Ayush Sahu - 2022IPM183
Jigyasa Chauhan - 2022IPM063
Shlok Gupta - 2022IPM163
Introduction
Core Attributes Impact on M-Commerce
Personalization: Tailoring content based on
Purchase: Mobile wallets and one-click
user preferences, purchase history, and
payment options simplify purchases.
location increases engagement.
Alternative Evaluation: Mobile apps
provide comparison tools and customer
Ubiquity: Mobile devices ensure constant
reviews, aiding decision-making.
accessibility, enabling consumers to
interact with marketing messages anytime,
Information Search: Mobile search ads and
anywhere.
app-based suggestions allow consumers to
quickly compare alternatives.
Location-Based Targeting: Geolocation Needs Identification: Push notifications or
technologies such as GPS and geofencing SMS alerts often create awareness of
allow for geographically specific unmet needs
promotions, driving better ROI.
Next Slide
Salient Frameworks
Product Place
Mobile products Refers to how and where users
encompass both hardware interact with content, including SMS,
devices and virtual services push notifications, and location-
based services.
Price Promotion
Pricing strategies tailored Promotions on mobile devices
for mobile include are highly personalized,
freemium models, dynamic leveraging location, time, and
pricing, and location-based user preferences..
discounts.
Prediction
AI-driven predictions optimize
marketing by analyzing
behavioral patterns, purchase Next Slide
paths, and contextual data.
Market Research & Target Audience Analysis
Identifying Target Demographics Understanding User Behavior
Hyper-Context Data: Leverage GPS, sensors,
Behavioral Context: Track cross-channel habits
and accelerometers for location, time, and
like app-rooming (browsing apps before in-
surroundings-based customer behavior insights.
store purchases).
Granular Segmentation: Advanced AI creates
Social Influence: Use mobile data to harness
personas using data like frequent purchase
peer preferences for targeted campaigns.
times and product preferences.
Gamification: Engage users with leaderboards,
Psychographic Integration: Use psychological
streaks, and playful notifications (e.g., Duo
insights (e.g., motivations, decision biases) to
mascot).
refine campaigns
THE DUOLINGO MODEL
Competitive Analysis & Market Trends
Dynamic Mapping: Real-time monitoring of
competitors' pricing and ad placements.
Revenue Models: Analyze competitors' in-app
purchases, freemium, or subscription strategies.
Trend Spotting: Identify behavioral shifts, e.g.,
sustainable product interest, location-based
preferences.
App Store Optimization Duolingo strategically
categorizes itself under
"Education" and leverages
THE RIGHT APP CATEGORY sub-category relevance
OPTIMIZE WHAT THEY SEE
like "Language Learning" to
Hybrid Categories: Use target a specific audience,
Dynamic Keywords: Update
secondary categories to
titles/descriptions regularly avoiding broader
boost visibility with less
with trending and seasonal competition with general
competition.
search terms. apps
Sub-Category Focus: Target
Localized Optimization:
niche sub-categories for a
Translate descriptions and
more specific audience.
use localized keywords to
expand reach. CREATE A NARRATIVE MANAGING RATINGS &
Trend Analysis: Use data to
identify and position in REVIEWS
Action-Oriented Titles: Use Narrative Screenshots: emerging category trends.
verbs/CTAs to attract users Design screenshots as Sentiment Analysis: Use AI to
timal conversion
storyboards showing key analyze reviews and address
features and user journey critical feedback.
Contextual Videos: Showcase Incentivized Feedback:
real-world usability in Encourage ratings via in-app
common scenarios. prompts after positive
experiences
A/B Testing: Test video
thumbnails and screenshot Response Optimization:
sequences for optimal Respond empathetically to
conversion reviews, improving user trust
and ratings.
Pre Launch
Marketing Strategies
Landing Market Beta Collaborating
Page Research Testing with Influencers
A landing page for m- Social media is Getting a small Partner with
commerce apps essential in creating group of users to influencers to
should feature buzz for m- test the mobile promote your app's
product teasers, commerce. Netflix shopping features, like ease of
exclusive pre-order excels at leveraging experience, such as payment, exclusive
deals, or early access social media f ease of browsing, offers, or product
to certain product creating localized, checkout flows, and availability. .
categories. viral campaigns like S payment integration.
TikTok challenges
and Sacred Games
memes
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User Acquisition Strategies
Running Paid Ad Campaigns
Google Ads: Leverage search ads to target users actively searching for
related apps or services. Use app install campaigns with deep linking to
drive specific actions.
Meta Ads: Run visually appealing ads targeting specific demographics,
interests, and behaviors. Utilize retargeting campaigns to re-engage
users who interacted with your website or previous ads.
Utilizing Influencer Marketing
Collaborate with influencers who resonate with your target audience to
increase trust and credibility.
Run campaigns where influencers demonstrate app features, share
promo codes, or encourage direct downloads via affiliate links.
Promoting via Social Media and Content Marketing
Create engaging content such as how-to guides, tutorials, or user
testimonials on platforms like TikTok, YouTube, and Instagram.
User Acquisition Strategies
Email Marketing Campaigns
Use personalized emails to onboard users, offer tips, and
showcase app features.
Leverage email for retention through periodic updates,
exclusive offers, and reactivation campaigns targeted at
dormant users.
Email Marketing Funnel
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Retention & Engagement
Strategies
Personalized Push Notifications Gamification Loyalty Programs
Users are more likely to engage Turning app usage into a game Rewarding frequent usage
with messages tailored to their creates excitement and builds long-term customer
preferences and behavior. encourages repeated relationships and incentivizes
E-commerce Apps and Fitness interactions. retention.
Apps Language Apps Food Delivery Apps
Regular Feature Updates
Data Driven Personalization
Frequent updates and
Customizing the experience
highlighting new features keep
makes users feel valued,
the app fresh and engaging.
increasing app usage.
Gaming Apps
Music Apps
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Referral Rewards for
Referral and Inviting New Users
Incentive
Encourage existing users to bring in new users by offering
incentives for successful referrals. This could include
discounts, points (virtual currency that can be redeemed for
Programmes in-app items or services) or both.
Example: Duolingo
Duolingo effectively uses a referral
rewards program. When a user refers a Loyalty Programs for Active Users
friend, both the referrer and referee
receive a streak-freeze bonus or other in- Reward users for consistent engagement or long-term usage.
app perks like gems. This incentivizes Point-Based Systems: Award points for specific actions like
users to invite others while benefiting both daily logins, purchases, or app activity. Points can be
parties. Additionally, Duolingo’s gamified redeemed for rewards.
approach to milestone rewards, such as Tiered Memberships: Create loyalty tiers (e.g., Bronze, Silver,
completing 30-day streaks, further Gold) with increasing benefits as users ascend.
motivates consistent engagement. Milestone Rewards: Offer bonuses for achievements like
"100 days of activity" or "10th purchase."
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Cross-Promotion
Opportunities
Partnering with
Complementary Apps Bundled Promotions
Collaborate with apps that target similar
Promoting Through with Other Businesses
audiences but do not compete directly. App Networks Collaborate with businesses outside the app
Joint Promotions: Co-market through ecosystem to reach new audiences.
shared email lists, social media Package Deals: Bundle app subscriptions
Utilize app advertising platforms and
campaigns, or app banners. with physical products or services (e.g., a
networks to gain visibility.
Integration Features: Offer cross- fitness app with gym memberships.
App Recommendations: Feature your
functionalities, such as syncing data Cross-Channel Marketing: Include your
app on platforms that suggest related
between apps for a seamless user app in newsletters, retail promotions, or
apps to users.
experience. customer loyalty programs of partnering
Ad Exchanges: Display ads for your
app within other apps using ad businesses.
networks like Google AdMob or Unity
Ads.
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Data Analytics and Performance Tracking
Setting KPIs (Key Performance Application / Platforms used for
Indicators) KPI tracking
Google Analytics: Track app traffic,
Define KPIs that align with your app's sources, and user behavior to identify
goals, such as downloads, sign-ups, in- high-performing acquisition channels.
app purchases, or session durations.
Mixpanel: user journeys, conversion
Set specific, measurable, and time- funnels, and cohort analysis to refine
bound KPIs to evaluate marketing retention strategies.
success effectively.
Firebase: crash reporting, A/B testing,
and in-app messaging to enhance user
experience and engagement.
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Data Analytics and Performance Tracking
Percentage of users who return
Number of unique users active Number of unique users after their first visit within a
in the app within a month. engaging with the app daily. specific time frame.
MAU =Count of unique users in 30 DAU =Count of unique users in a Retention Rate (%) = (Users
days day retained at end of period / Users
at start of period) * 100
Percentage of users who stop
Revenue generated per active Total revenue generated by a
using the app in a given period.
user in a specific time frame. user over their lifetime.
Churn Rate (%) = (Users lost in
ARPU = Total Revenue / Active CLV = ARPU * Average User
period / Total users at start of
Users Lifetime (months or years)
period) * 100
Cost of acquiring a single new Percentage of users completing
Percentage of active users
user through marketing a desired action, like signup or
interacting with key app
campaigns. purchase.
features.
CPA = Total Marketing Spend / Conversion Rate (%) = (Users
Engagement Rate (%) = (Engaged
New Users Acquired completing goal / Total Users) *
Users / Total Active Users) * 100
100
Social Media & Content Marketing
Crafting Relatable and Visual Use infographics, memes, and videos that resonate with
the target audience, making the content shareable.
Content
Engagement through Interactive Use polls, quizzes, and live sessions to directly interact
with users and boost engagement.
Content:
Create content that educates or inspires, such as blogs,
Value-Driven Storytelling: tutorials, or case studies related to your brand’s niche.
Leveraging Platform-Specific Tailor content for each platform (e.g., Instagram Reels,
Features: YouTube Shorts, Twitter threads) to maximize reach.
Encourage users to share their experiences, then feature
User-Generated Content (UGC):
these on official pages to build trust and authenticity.
SEO-Optimized Content: Focus on creating articles, posts, and videos with relevant
keywords to improve discoverability and drive organic
traffic.
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PR & Outreach
Press Releases for App App Review Sites and Key Tactics for Success
Launches or Updates Bloggers 1. Craft a Story: Frame your app’s
A well-crafted press release can Reviews on trusted platforms unique value in a way that
announce your app or new build credibility and attract resonates with your audience.
features to a broad audience. niche audiences.
2. Leverage Data: Share user
Clubhouse App Launch Travel Apps- Skyscanner
stats, success stories, or trends
3. Media Kits: Provide journalists
Community Outreach Partnerships and Co-Branding with high-quality visuals, app
Building a loyal user base Opportunities screenshots, and press releases
through conversations fosters Aligning with established brands or to streamline coverage.
organic growth. organizations can extend reach and 4. Track ROI: Use analytics tools
Duolingo reinforce trust. to measure the impact of PR
Zomato efforts
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Localization Marketing
Translating App Content into Multiple Languages
Broaden Market Reach: Make the app accessible to non-English speakers, increasing its appeal to global audiences.
Improve User Experience: Provide content in users' native languages to enhance comfort and usability.
Example: Duolingo offers multilingual support, enabling users worldwide to learn languages in their preferred
language interface.
Adapting Marketing Campaigns for Regional Preferences
Customize Campaigns: Reflect cultural norms, values, and regional interests in marketing.
Highlight Regional Features: Focus on local events, festivals, or popular preferences in advertising material.
Example: Zomato sends notifications tailored to specific cities, such as promoting iconic dishes or food festivals
popular in that region.
Collaborating with Local Influencers
Enhance Credibility: Partner with trusted local influencers to increase visibility and relatability in specific regions.
Leverage Influence: Use influencers' established audiences to build trust and encourage app adoption.
Example: A fitness app collaborates with regional fitness influencers to showcase workout plans and app benefits in
their local language or style.
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App Incorporating Ads
Monetization and Sponsorships
Banner Ads: Display static or Offering Subscription
Strategies rotating ads in unobtrusive areas
of the app.
Rewarded Ads: Allow users to
Plans
Tiered Subscriptions: Create multiple
watch ads voluntarily in plans (e.g., Basic, Pro, Premium)
Implementing Freemium and exchange for rewards (e.g., extra offering varying levels of access or
lives or in-game currency). features.
In-App Purchases
Sponsorships: Partner with Bundled Subscriptions: Combine your
Freemium Model: Offer a free version brands to integrate their app's subscription with other services
with limited features, enticing users products or services within your (e.g., video streaming or cloud storage)
to pay for premium functionalities or app's ecosystem, like sponsored at a discounted rate.
content. challenges or events.
In-App Purchases (IAPs): Sell virtual
goods (e.g., power-ups, skins, or extra How Netflix pulls this off
lives), services (e.g., consultations), or
upgrades. Netflix operates on a subscription-based model with tiered plans (Basic,
Paywalls: Provide free access up to a Standard, Premium) that cater to varying user needs. It occasionally offers free
certain level and then require trials to attract new users. Netflix also employs bundled subscriptions, partnering
payment to unlock additional with telecom providers to include Netflix in data plans, enhancing accessibility
content. while expanding its user base.
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Influencer Marketing
Launch Events and Webinars
Generate excitement for new features, updates, or launches.
Engage potential users by inviting experts to discuss relevant topics.
Example: An educational app hosting a webinar on effective learning strategies with industry experts.
Partnering with Industry Influencers
Boost app visibility by leveraging influencers' reach and credibility.
Collaborate with well-known figures to attract their audience.
Example: A music streaming app partnering with popular artists to promote exclusive content.
Showcasing at App-Related Expos and Conferences
Gain direct exposure to potential users, partners, and industry leaders.
Highlight app features and innovations to a targeted audience.
Example: A financial management app presenting tools at a fintech conference.
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Feedback Loop & Improvment
Collecting User Addressing User Using Feedback to Integrating Feedback
Feedback Through Concerns and Bugs Innovate and Improve into Marketing
Surveys Promptly User Experience Strategies
Identify user pain points, Quick responses to issues User feedback reveals trends Highlighting user-driven
preferences, and desired build user trust and prevent and unmet needs, guiding updates in marketing builds a
features. This data allows churn due to frustration. innovation to stay competitive sense of co-creation and
marketers to align app e.g Whatsapp E.g. Instagram strengthens user loyalty.
updates with user
expectations.
Benefits of a Feedback Loop in Mobile App Marketing
1. Enhanced User Retention: Users feel valued when their input shapes the app.
2. Positive Brand Image: Acknowledging feedback creates goodwill.
3. Continuous Innovation: Staying aligned with user needs keeps the app competitive.
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Emerging Trends
Voice Search
Leveraging and Chatbot
AR/VR Marketing
Experiences
Voice search and chatbots
Allows users to visualize are transforming mobile
products before making a
AI for User shopping experiences,
purchase. Significantly Behavior making it easier for users
boosts conversions for users Prediction to find products and
who are unsure about AI can drive personalized complete purchases
purchasing large or bulky shopping experiences by hands-free.
items. predicting user preference.
Example: Duolingo uses AI-
driven algorithms to
predict what users need
help with and personalize
their lessons. Next Slide
ThankYou!
