Some Insights Into Mobile App Marketing – According To Nielsen
March 29, 2017


Apps on Mobile

If you are just like most marketers, you probably think that mobile marketing is all about launching your app on Google Play store or any other apps marketplace, hoping that your app will appear in the top search results when someone is trying to find it. You might also think that it is also about advertising on free apps. However, as a new Nielsen survey shows, mobile app marketing has become broader that. Read below to find out what the latest survey shows about the state of mobile app marketing.
* Google Search

Although Googe search is already a behemoth in itself even without smartphone apps, its scope has expanded into apps discovery. What this means is that while the majority of apps users still search for apps in the marketplace (around 40% of them), a great number discover apps by doing a search on Google. Of course, they do not go out looking for an app on Google.

They search for a problem and then incidentally discovered that their problem at the moment can be solved by an app. For example, a user might type in “convert US dollar to pound” and will discover an app at the top of the search results.

If you have an app, what this means is that you have to cast your net even wider. If you have a website, make sure that you optimize it for search engine results and then add a link to your app on it. Also, your app’s page in the Google Marketplace should also be optimized.
* Google Ads

Alongside Google search, a great number of apps are being discovered via Google Ads. This really isn’t surprising when you consider that ads on the search engine appear right below the search bar, whereas the search results appear below those ads. In any case, you might be surprised to know that HotelsCombined, an app that compares hotel rates and other services related to the travel agency, experienced over 100 percent increase in sales just by advertising on Google Adwords.

* Proving Your App’s Worth

But mobile app marketing goes beyond ramping up your marketing efforts. It’s also about providing value. In the same Nielsen survey, it was proven that one out of four apps are abandoned once they are downloaded and used one time. The reason? The app does not provide any value in terms of helping the user with a problem throughout the day.

Really, the function of an app is to make the life of a user much easier – whether it is by making it easy for dieters to easily count calories or making it easy for frequent travelers to compare available hotel rooms.

So, the next time you sit down with your boss about your apps marketing efforts, you might want to sit down first and have a session to brainstorm how you can make your app more valuable, in other words, indispensable to its users. Then you can start tackling Google search and Google ads.