Mobile App Marketing Strategies for 2016

Mobile apps have become a daily necessity. Research by Internet analytics company ComScore reports there are currently more mobile-only Internet users than desktop-only internet users, and mobile apps usage makes up a staggering 50 percent of digital spending.

The rapid trend, combined with almost 1,800 new iOS apps being released each day, businesses are now turning their efforts towards the gold mine that is mobile apps. When marketing your apps in 2016, remember these key strategies and trends.

Business 2 Community Contributor Rahul Singh sketched a rough drawing of what to expect from marketers in the upcoming years as far as apps go. He said “shoppers are spending 86 per cent of their time on apps because it bypasses the need to go on the internet, presenting an opportunity for marketers to ‘hyper-personalise’ messaging and customer handling.”

With such a massive migration of buyers heading to the mobile market, the smartphone has now become the key to unlocking the treasure that is mobile commerce.

Smart App Marketer Founder Andrew Hubbard said there will be a “rapid shift towards app discovery outside of major app stores” in 2016.

Could this mean that other avenues will be pursued in search of app greatness? We have seen a big trend towards Droid, which has almost all the same app capabilities as iOS. Apple and Google are both currently building app content to incorporate into their mobile operating systems.

Hubbard also commented to the fact that “currently apps are mostly found by users in Apple’s App store or Google’s Play App Store, but that with over 1.5 million apps now available in both, he believes that this has become an “inefficient process and does not provide a great user experience”’.

In 2016, Many believe content will play a huge factor in mobile app marketing. Apple forged an application program interface for iOS 9 that will deliver content within to show up in Spotlight search results. Google is also creating a similar feature for Android.

The Stag Company’s Digital Marketer Tom Bourlet believes mobile app content “now has the opportunity to rank on Google via mobile search, having to increase the number of deep links they are building to mobile app content. You may also start seeing a lot more mobile-only content, with exclusive offers just for people that arrived via the app on search.”

In 2015, apps began to feature paid promotions for other apps, or promoted apps from the same developer. Experts believe that mobile apps will now be promoted through social media in 2016.

According to JotForm’s Vice-President of Marketing Leeyen Rogers this new trend is “because Instagram is mostly used on mobile devices, making it ideal for getting people to download an app. Marketers will look to reach users using in-app notifications, push notifications and email in 2016 in order to get them to ‘complete desired actions’, while mobile app advertising platform has shown how geo-fencing and geo-targeting can be used to increase installation of location-specific apps.”

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