Current & Future Trends in Mobile App Marketing
Smartphones and tablets have surged in popularity to a point where mobile apps are embedded in the daily lives of users. Marketers are quickly coming to grips with this fact and releasing mobile apps to help sell products and services to their audiences. The current landscape and future of mobile app marketing involves a number of key technology innovations and fresh ways to both discover and leverage app content in 2016 and beyond.
Native Mobile Apps Leading the Way
The majority of digital media consumers now prefer content access on native apps over mobile websites and traditional desktop experiences. Native apps, available on tablets and smartphones, bypass much of the need for websites and enable marketers to provide more interactive features and personalized services in the process. Any company with a product or service to market is now able to reach the biggest audience possible and enjoy a variety of content sharing options with native mobile apps.
Accessible Content Via Deep Linking
Sharing information with users needs to include context and sources to obtain more information; companies not implementing this strategy run the risk of losing users who fail to see the value of mobile app messaging. A popular example of deep linking involves sending a push alert with a highly relevant link to content inside the mobile app. Users receive a short message of value and are able to immediately access more information without wasting time or questioning the importance of 140 characters without additional context.
Content inside mobile apps are also indexable by Apple and can appear in a Spotlight search, which further enhances the ability for users to find specific content pages in a mobile app without necessarily being in the app itself.
Mobile-Based Social Media
Users have traditionally been able to harness the powers of social media by posting a link to Facebook or sending a tweet directly inside of another mobile app. Yet integrations are becoming more advanced and services such as LinkedIn and Google+ are also gaining steam in the mobile community. Make sure options exist to +1 content on Google or other functions most important to the industry and user expectations.
Options should also include the ability to add a user location and choose from multiple accounts when applicable. Also consider the growing importance of platforms like Instragram, which almost exclusively rely on mobile usage. Integration with these services will only increase as mobile marketing continues to take the place of traditional methods.
Promotion Through Mobile App Video Integration
Video usage on mobile devices is increasing and most of the surge is attributed to consumption on native applications. Instead of simply linking a YouTube video on a website, companies are embedding videos directly into the mobile app so users do not have to leave the experience to view media. Advanced features such as adding a splash screen video at launch enable marketers to promote their most important product or service at the onset.
App Store Optimization
Google Play and Apple’s App Store are inundated with mobile apps competing for users attention. Ensuring a mobile app stays apart from the crowd with optimized images and video per each store’s requirements helps promote increased download numbers. Companies also need a landing page that detects a user’s device and redirects to the appropriate store—ideally branded for the company and linked from QR codes, websites, and advertising.
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