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People download apps every day, but the truth is that many of those apps are abandoned or not even used. New research from Google and the Ipsos Institute shows how people discover and interact with apps and how brands can benefit from this. Hence the success in designing mobile application marketing strategies.

Before you enjoy your cup of coffee each morning, you've probably opened a mobile app to start your day.

Whether to find your way to the meeting, log your fitness routine, or even add a new cost to your weekly budget, one thing is crystal clear:



Apps are now an integral part of our daily lives in every moment, with people spending an average of 30 hours per month using them, according to Nielsen1.

Applications play a major role in answering questions such as “I want to know”, “I want to go to”, “I want to do”, and “I want to buy”.

It is also a powerful way for brands to build deeper relationships with their customers, especially apps that benefit from mobile app marketing.

Mobile app marketing is an advertising medium that can complement other brand offerings (in-store specials for example), boosts e-commerce, or simply help connect the brand with its loyal customers.

Along with mobile websites, mobile apps have become important to both consumers and marketers.


How do brands reach such broad audiences?

To find out how consumers use apps, we surveyed 8,470 smartphone users who had used apps in the previous week,

For example, we found that one in four installed apps are never used. What makes people give up on these apps?

Here we'll dive in to extract ideas for successful mobile app marketing strategies.

The mainstay of these strategies is to promote awareness of your app and interaction with app users.


Mobile Application Marketing Strategies

App discovery simply won't happen on the App Store

Marketers may assume that consumers go to the App Store to find new apps, and a large part of them indeed do.

In fact, 40% of smartphone users search for apps in app stores.

However, there is a more common way to find new apps, from gaming news to tracking your fitness, listening to music, and more.

People discover apps in many ways while using smartphones, whether they are interacting with an app, searching for another specific app, watching YouTube videos, or even browsing a website on the phone.

Research is a major source of application discovery.

According to our research: one in four app users discover apps through search.

For example, a businessman who wants to fly to Dubai suddenly needs to find a place to stay. He goes to Google to search for “hotel in Dubai” and finds an app that lists available local hotels and rentals. And since he travels a lot, he decides to download the app to help him organize his travels.

App discovery through search engines is prevalent, especially for local apps, as well as technology (looking to browse new gadgets, for example) and travel (like wanting to confirm flight details). In these three categories, 26% (domestic), 59% (tech), and 30% (travel) of people are more likely to use search, to find the applications they seek.


Take the initiative: make your app  discoverable by all means, including search

People do not rely on search simply to find new applications.

They actually download apps because of search ads, which are among the most effective forms of ads for downloading apps.

Among those who downloaded apps based on ads displayed on their smartphones, 50% said they were asked to do so by search ads.

This shift in how consumers find and learn about new apps is paving the way for marketers to rethink their brand's approach to app discovery.

Search ads not only popularize apps but also increase app downloads, exposing consumers when they search for apps.


How do you put your application in plain sight?

In addition to search, extend your campaign to other forms of ads that lead to app installs, including video, so you can help people discover your apps anywhere.

HotelsCombined, for example, added Google and AdMob search when they developed their mobile app marketing strategies in 2014.

Downloads for the app - which compares hotel prices across hundreds of websites and apps for destinations around the world - increased 150% from July to August, and costs fell 20% compared to other networks.

By introducing search campaigns on Google and promoting the app, HotelsCombined has helped people discover its app on a global scale.


Interact with applications and continue to interact is the solution

One of the best mobile app marketing strategies is to engage with apps and stay engaged because app users tend to lose interest quickly

People turn to apps to ease the woes of their daily lives, and they are more likely to use them if they serve a specific purpose.

Our research revealed that two out of three use the app consistently when it simplifies their lives. for example; You can use a merchant app, like Walgreens, to search for deals — selling stuff and coupons — while you're shopping in the store.

Applications can be very useful to help the customer make a purchase.

In fact, one in two app users uses them to find information about businesses or products or even to make a purchase.

On the other hand, applications can also be discarded immediately after the transaction.

83% of those surveyed said they are more likely to download an app when it is required to complete a purchase, and once a purchase is completed, half of them will delete those apps they just downloaded.


What about the apps that attracted users in the first place?

How can brands be sure that their apps will be used not just once but over and over again? The answer is simple: prove the value and usefulness of your app.

Brands can avoid getting lost amid applications if they provide clear value.

For example, Sephora has based its mobile app marketing strategies on enhancing its in-store shopping experience with an app that lets shoppers view all products for additional information.

The brand also offers the possibility of ordering purchases online.

Sephora sends a clear message that it understands what its customers want during every moment of their purchase.

Sephora has proven to be smart about creating its mobile app marketing strategies.


Take the initiative: Demonstrate the value of your app

App users need an incentive to re-engage with the app they left.

There are ways and strategies to bring app users back to your brand.

30% of those surveyed say they would return to use the app again if they were offered a discount on the purchase, and nearly a quarter of the app's users would return if they received exclusive and premium content, especially for travel and commerce categories.

People surveyed said they would use a travel app (40%) or commerce (47%) again if they received a discount or coupon.


Re-interact with apps

App interaction ads can help remind users of the value of your app and that they need it. Let's say a girl is about to run a marathon and needs a pair of shoes, so she's going to look for "women's running shoes" and as it turns out, she already has a shopping app installed on her smartphone that she used to find a light jogging jacket last summer. The same application can reach it through advertisements on mobile applications, reminding them of its existence and alerting them to discounts on shoes.

Another way to help people find what they're looking for is to add deep links to your ads.

This way, interactive ads for mobile apps will connect them to the most important parts of your app.

Let's continue our example of the shopping app we just mentioned, for example, a deep link can take that runner directly to an in-app list of women's running shoes.

Ultimately, by interacting with your audience at the right time and with the right content, brands can maintain their relationships with app users.


Methodology :

Google has partnered with Ipsos MediaCT to conduct research dedicated to understanding mobile app user behavior, including app discovery, acquisition, use, or neglect. From September 12 to 22, 2014, an online survey was conducted with the participation of 8,470 smartphone users between the ages of 18 and 64, who had used smartphone apps in the seven days before the survey, as well as apps from various categories (entertainment, finance, gaming commerce, social networking, technology, or travel) in the previous 30 days.