Mobile accounted for more than 44% of digital advertising in 2016, and 2017 is slated to be the year mobile takes over desktop. Meanwhile, with mobile user habits and trends are constantly changing, it is becoming harder to acquire and retain users.
This is why you need a well-planned mobile marketing campaign more than ever. In the ever shifting landscape of mobile apps, here are a few tools that can improve the efficiency of your mobile marketing efforts in 2017.
The popularity of static banner ads is steadily declining, and they’re becoming less and less engaging. That’s why new ad formats are getting more attention.
Video ads in particular are becoming increasingly popular and can have CTRs that are five times those of standard banner ads. Moreover, with phablets on the rise and mobile telcos offering zero rating bonuses on video content, smartphone users are more inclined to consume video content on their handsets than before.
These are some of the reasons 2016 became the year of mobile video.
This trend gives you the unique opportunity to use more more effective ads in your apps. Users find video ads more engaging, and they drive more installs than normal ads. Some games offer in-app rewards and bonuses for users that watch videos through, and Facebook will go all video in the future.
With mobile VR and AR on the rise, expect 360 degree videos and AR overlay ads to also be rising trends in the future of mobile advertising.
What if instead of being invasive, mobile ads were fun? That’s the concept that is behind playable ads, a breed of mobile ads that engage the users by enabling them to interact with the ad.
This is especially useful for the mobile game industry. With playable ads, you can give users a taste of how your game will, look, feel and sound like, and wrap up the experience with an invitation to install the actual app.
This is one of the most effective ways to deal with banner blindness and to create engaging ads. In fact, playable ads are more rewarding and more engaging than video ads where mobile games are concerned.
The best place to show playable ads are in-between levels, when players are not hooked to gameplay and will welcome a short distraction after a lengthy session.
Personalize your ads
Mobile ads (and all ads for that matter) have gained a bad reputation of blindly targeting everyone with nonsense over the years, and a considerable percentage of users either use ad blockers or ignore ads altogether.
However, users are still willing to view and possibly engage with ads if they are of personal interest. Fortunately, with mobile analytics tools and programmatic marketing, you’ll be better positioned to capture the preferences and habits of users and perform much more targeted marketing campaigns.
This approach can be useful both in ad delivery as well as other practices such as upsells and cross-sells in mCommerce applications.
There are many parameters you can use to personalize your ads including geographical location and timezone, age, gender, type of content previously viewed and others. If you have an array of apps or mobile games, using data in-between apps can provide you with an especially suitable position to cross promote your apps.
Using a targeted and data-driven approach to ad delivery has two distinct benefits: First, it will create improve engagement rates and create a personal connection with the user, and second, it will reduce false impressions and enable you to provide better user experience by reducing the number of ads.
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Aside from ad delivery, you have other means to improve your visibility and drive users toward content in your app. One of the most effective methods in this respect is mobile app deep linking, the process of creating links to content pages within your app.
Search engines index deep linked content and will subsequently display them in mobile search results. This is a big deal since mobile search is now dominating desktop search, creating a lot of opportunities to market your app.
Deep linking has several benefits. For users who haven’t installed your app, they’ll be initiated to your app through its content, which will increase the chances of installation. Meanwhile, for users who have already installed your app, they’ll be reminded that the target of their search can be found within your app, giving them a reason to re-engage with your app.
Deep linking is both a good acquisition and retention tool, and should be combined with a sound search engine optimization (SEO) strategy.
Keep up the organic efforts
All these new tools and techniques don’t override the tried-and-tested methods to market your app. App Store Optimization, Social Media Marketing and Mobile Content Marketing will continue to have an important role in your mobile marketing campaign.
Having a mobile-friendly landing page will still be key to acquire users who are searching for a keyword relevant to your app, and you can never underestimate the value of pitching your app to the media.
So as a final piece of advice, find new marketing tools, strengthen your old tactics, and keep up the good work.
What’s your secret for mobile app marketing in 2017? Share with us in the comments section.