Mobile apps have become an integral part of our daily lives, offering a seamless way to access information, services, and entertainment. However, with millions of apps available, it's crucial for businesses to create exceptional app user experiences that drive engagement, retention, and growth. In this article, we'll explore the importance of app marketing in 2023 and provide strategies to help you succeed.
The Power of App Marketing
In November 2020, Starbucks launched a campaign to promote its holiday-themed drinks, using the tagline "Festive is a tap away; download the app today." The goal was to encourage consumers to use the Starbucks mobile app for ordering rather than visiting physical stores. By giving away collectible red holiday cups to customers in the US, the brand boosted customer engagement.
The Results
Mobile orders rose from 18% (March) to 24% (September), thanks to improvements within the app and strategic advertising campaigns that drove consumer awareness about mobile ordering. The Starbucks Rewards loyalty program also saw a sharp rise in active members, with 3 million new customers subscribing, totaling the number of members to 19.3 million. According to Starbucks CEO Kevin Johnson, "90% of sales volumes in Q3 flowed through the combination of drive-through and mobile order-and-pay."
The Learning
Mobile app marketing can produce impactful results when done correctly. In this article, we'll explore how you can leverage app marketing to engage, retain, and grow your customers in 2023.
Top App Marketing Trends to Watch Out for in 2023
According to App Annie, "at-home" categories such as education, streaming, and shopping will increase, leading to 1.3 trillion hours of consumption on Android apps in 2021. Apps offering video streaming and live events will dominate the app market as COVID-19 reinforces stricter social distancing norms. Audio marketing and podcasts will witness skyrocketing growth. Mobile UI/UX will become a priority for marketers looking to engage better with customers and drive customer loyalty.
Driving an App-First Lifestyle
In 2023, businesses will focus on creating an app-first lifestyle by leveraging the already exploding smartphone customer base. To achieve this, you'll need to develop a solid understanding of your target audience, their pain points, and how your app can solve those problems.
The Three Stages of Mobile App Marketing
Mobile app marketing, like traditional marketing, comprises three stages: Awareness, Engagement, and Retention. In the awareness stage, your primary goal is to attract new customers and create awareness about your app in the right segments.
Stage 1: Awareness
To expand your reach and build awareness, consider the following strategies:
- App store optimization
- App review websites
- Paid advertising
- QR codes
- Social media
Before building a marketing campaign targeting customers, you must define your brand messaging and positioning. This will help you engage with customers on a deeper level.
Top Strategies to Take Your Awareness Stage to the Next Level
- Plan your app release date and work on your mobile app marketing strategy in advance.
- Conduct in-depth market research before developing your app.
- Build an accurate customer persona that helps you understand your ideal audience, their pain points, and their customer journey with your app.
- Engage in competitor analysis to understand how your app compares to top competitors.
Conclusion
Crafting exceptional app user experiences is crucial for businesses looking to drive engagement, retention, and growth in 2023. By understanding the three stages of mobile app marketing and implementing strategies that work, you can increase your chances of success. Remember to prioritize brand messaging and positioning, conduct market research, and build an accurate customer persona to create a solid foundation for your app marketing campaign.