What are the marketing channels for mobile apps?

Marketing channels can be service providers, platforms, or websites that offer marketing solutions. There are different types of marketing channels and mostly, they will differ in their specialization.

Marketing channels can be free while others are paid. Usually, free marketing channels only come with basic features. If you want to fully take advantage of a marketing channel, you will most likely need to pay for it.

1. App Store Optimization

App Store Optimization, or known as ASO, is a marketing strategy that allows you to increase your app’s visibility in app stores, thereby improving your installs and conversion rate. 

ASO involves a lot of things. It includes tweaking different aspects or elements of your app store listing to ensure they are optimized and ready to convince people to use your app. 

These app store listing elements include app title, app name, app icon, images, rating, description, videos, and others.

There’s so much to learn. Thus, you may want to read, “The Practical Guide To App Store Optimization (ASO)

2. Paid User Acquisition/Advertising

Paid user acquisition simply means you pay service providers who will help you acquire more users. As simple as that sounds, there are different goals and strategies for user acquisition or advertising.

There are different paid user acquisition channels available today. They are basically available on the Internet and show themselves as a platform that could help build your traffic.

Just to keep you going, let me share a few of them:

A. Google UAC/Google App Campaigns

In 2021 alone, there will be about 111.3 billion mobile apps downloaded on Google Playstore. As you can see, there’s a huge market in Google Play.

The problem is that competition is fierce and you might have a hard time getting your mobile app in the forefront of users.

Thankfully, Google Play offers App campaigns, and its specific ad program for mobile apps.

How does the app campaign work?

Google makes it as easy as possible for you to promote your app. What’s so neat about App campaigns is that you can promote your app not just on Google Play but also on Google Search, Google Discover, Google Display Network, and YouTube.

With Google app campaigns, there’s no need for you to create individual ads, which is something commonly done in Google Ads campaigns. 

What happens is that Google will use your available videos, images, text ideas, and other assets found in your app’s store listing. Google will then design various ads for you.

To start your app campaign, you will simply need to specify the following:

There are then three app campaign types you can choose from. The type of your app campaign will determine the focus of your ads.

Here are the app campaign types:

  • App engagement

  • App installs

  • App pre-registration

To start using Google App campaigns, you simply need to sign in to your Google Ads account. From there, you need to click Campaigns in the page menu, click the plus button, select New campaign, and then App promotion for your campaign goal.

B. Apple Search Ads

The search ads are a good example of paid user acquisition because you are actually paying Apple, the owner of the App Store, to help you out in getting more installs and users.

According to Business of Apps, the average cost per tap (CPT) on the Apple platform is $0.93. However, it can go up as high as $1.75 for other more expensive app categories such as shopping and finance.

C. Snapchat

D. TikTok

E. Facebook

F. Instagram

G. Twitter

3. Search Engines

It is no secret that people use search engines to find content on the Internet and that includes mobile apps. Even if they don’t directly look for apps, if their query is somewhat related to apps, then it’s a great opportunity to increase your visibility.

What you can do is optimize your mobile app for search engines, which may take a lot of time and energy.

Thankfully, there’s a shortcut. You simply have to pay search engines to create ads for you and get your mobile app on top of search engine rankings.

On average, you might pay $1 to $2 per click made on your ads.

As mentioned, Google is the largest and most widely used search engine today. If search engine marketing is your choice, you can start here with Google Ads.

4. Social Media

Among the largest platforms or websites on the Internet would be social media websites. Billions of people flock together on social media. So, you have plenty of eyes that could potentially see your mobile app and download it.

5. Email Marketing

There are free email marketing services today for you to instantly get started. However, you might eventually want to spend money on your email marketing strategies. Studies show that for every $1 you spend on email marketing, you get $42 in return!

Aside from that, you get 80% customer retention and acquisition with email marketing.

6. Traditional Marketing

Traditional marketing commonly includes TV commercials, radio stations, and print ads. You may think that traditional marketing strategies are already dead, but you would be surprised that these media still have access to many potential customers.

TV commercials can be among the most expensive channels to promote your mobile app, but it gives you tremendous exposure to your target audience. There’s a reason why the biggest brands and companies still choose TV commercials even though it costs a lot of money.

7. Affiliate Marketing

8. Influencer Marketing

There’s no denying that there are more and more influencers on the Internet. They are the people who have a huge number of followers and a platform that could easily reach thousands or even millions of potential customers.

Read more at ShyftUp’s article.

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