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Many businesses are now looking to use mobile apps to encourage customer interaction and loyalty. Fortunately, this seems to fit with the preferences of mobile users; recent research from Comscore showed the popularity of apps compared with mobile sites: 82% of mobile media time is spent with an app. So how do you get users to start using an app rather than a mobile version of the website?
A good place to start your plans for app promotion is to look at how apps are commonly discovered by mobile users. For popular apps from well known brands like those for Facebook, Twitter, eBay and Amazon, gaining adoption from an existing user base is relatively straightforward it seems. But what about everyone else, how do you encourage adoption of your app from existing and new customers?
This research on mobile app discovery shows that the most popular methods of app discovery vary by branded and non-branded apps:
You can see that brands have a challenge in that for the two most popular discovery methods for brands: friends and family and apps stores, discovery is more limited compared to all apps. Instead more ad-based discovery is necessary. Let’s now look at all the main options:
The customer journey for the respondent is:
If you’re amongst the select few included in the App store’s own press and TV ad campaigns, happy days for cut-through and download prospects.
And let’s not miss the obvious: your mobile site an obvious place to promote your App using handset detection. For example, mobile users of LinkedIn are presented with this ad to encourage adoption.
So, these are the five main options for app promotion as I see it. Once your app is launched and you’re promoting it, analytics can be used to find the promotion methods that are working best and then revise the approach. You can see which promotion methods, i.e. search, advertising, direct and email are driving visits to your own mobile site app pages, but unfortunately, not those for the app store.
By Rob Thurner
Rob is a mobile consultant, author, trainer, and speaker with 10 years experience in the mobile sector. He is Managing Partner of Burn The Sky, the full service mobile agency which connects brands to multi-screen consumers. Rob delivers mobile consultancy and mobile talent development projects for American Express, Barclays, Barclaycard, Betfair, Carphone Warehouse, Heineken, Ladbrokes, O2, Paddy Power and Richemont. Rob runs intermediate and advanced courses for marketers of all levels of expertise across Europe and the USA. His training partners include the IDM, Econsultancy, The Knowledge Engineers, Emarketeers and the IAB Rob has written two books on Mobile Marketing best practice: The Smart Insights guide to Mobile strategy and Winning with Mobile: Creating a strategy for Mobile Marketing, Mobile,Commerce and Mobile CRM. Download from Amazon. You can connect with Rob through LinkedIn.
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