When it comes to App marketing, it is all about designing strategies that will churn more user downloads and build profitable relationships with target consumers.
But, what philosophy should guide these marketing strategies?
What weight should be given to the interest of your Target users.
There are many concepts under which organisations design and carry out their marketing strategies. Today, I would like to specifically talk about two strategies that applies to Mobile App Marketing that every Appreneur must know.
The selling concept is typically practised with Apps that users do not normally think of using daily or regular basis, such as insurance or blood donations etc,. So App consumers will never really download this kind of Mobile Apps unless the business undertakes a large-scale selling and promotional efforts.
The selling concept takes an inside-out perspective where, it focuses only on the existing app, and calls for heavy selling and promotion to obtain profitable downloads and less sales transactions. By the definition, It focuses primarily on user acquisition – getting downloads with little concern about who downloads the app or why.
This Selling marketing strategy carries high risks. Because, It focuses on App centred for creating download transactions rather than on building long-term, user retention and consumer engagement.
Apps fall under these category must have dedicate marketing team. Also, they must be really good at tracking down prospects and selling them on product benefits.
There are few good mobile apps that doesn’t fall under this category, yet they follow the selling concept unknowingly, where they aim to sell what they make rather than what the market wants. Their marketing efforts focuses on educating users about what they should do on the App, than the experience they can get from the App.
The Marketing concept holds that achieving goals depends on needs and wants of target markets and delivering the desired approach better than competitors do. Under the marketing concept, Consumer focus and value are the paths to generate app downloads, retention and monetisation.
Instead of a product-centered “make and sell” philosophy, the marketing concept is a User-centered “sense and respond” philosophy. It views marketing not as “hunting” but as “gardening”.
The job is not to find the right consumers for your Mobile App, but to find the right Mobile App for your consumers.
In contrast, the marketing concept takes an outside-in perspective. The marketing concept starts with a well-defined market, focuses on App User needs, and integrates all the marketing activities that reaches your right target users.
In turn, it yields profits by creating lasting relationships with the right target users based on consumer value and App satisfaction.
Implementing the marketing concept often means more than simply responding to your App Users’ stated desires and obvious needs. Such User-driven marketing usually works well with mobile Apps, when a clean need exists and when users know what they want.
The more important is your Mobile App solves the problem in the most efficient way.
I hope this helps you change your shift in marketing in the positive direction. Cheers to Marketing Concept and more downloads.
Wishing you a successful 2017 and a Happy New year! =)
We are fizicity – The App success studio. We build and market apps in a way your target user wants it.
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