Mobile App Marketing Insights for Nigerian Businesses

08 Nov
2016
Mobile App Marketing Insights for Nigerian Businesses

Mobile Apps are quickly becoming a phenomenon in the Nigerian Market. It’s the next generation of marketing.

As marketing evolves in business, the principles from traditional marketing to digital marketing cut across its various evolutions. Value is the basic component of marketing, for need to be satisfied, value must be consumed.

Mobile websites and apps have become critical in the digital space because consumers are constantly looking for faster ways to get access to value.

In this article our goal is to showcase some insights that boost awareness of your app and audience engagement.

Discovery of Mobile App

Discovery of mobile app primarily comes down to the “Need” the app is trying to solve. So for example, a real estate investor interested in properties around the lekki axis area, he heads over to google search and does a primary search for “properties in lekki”.

He then notices an app that showcases properties around lekki and other areas, just because he always needs this kind of service, he downloads the app and tells his other real estate investor friends about the app that saves him time, accuracy and various more advantages.

Discovery through a search engine is especially prevalent for local apps, as are the tech (looking for reviews of new gadgets, for example) and travel (such as wanting to confirm trip details) categories. In these three categories, people are 26% (local), 59% (tech), and 30% (travel) more likely than the average to use search to find the apps they seek.

 

Building App engagement

Apps are used by people to ease their minds and once they follow a particular procedure or format.

In fact, one in two app users turns to them to find information about a business or product or even to make a purchase.

In order for your app to be used over and over again, and not just once, the formula for app engagement is prove the quality and utility of your app. Brands can avoid getting lost in the app fog if they provide clear value.

App users always need incentives to engage an app they have abandoned.

Mobile app engagement ads can help remind users about your app’s value and get them back to your app. Let’s say someone is about to participate in a marathon and needs a pair of running shoes so she searches for “Men’s running shoes.”

As it turns out, he already has a shopping app installed on his smartphone that she used to find a lightweight running jacket last summer. The same app could reach out to his through a mobile app engagement ad (across search and display), reminding his of its presence and alerting his to a discount on running shoes.

Another way to help people find what they’re looking for is by adding deep links to your ads. This way, the mobile app engagement ad links to the most relevant parts of your app.

 

 

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Damola Akanbi
author

Akanbi Adedamola has over 3 years experience across content marketing, eCommerce and social media initiatives. Working with multiple brands across various industries, he delivers optimal results on digital marketing campaigns and initiatives to guarantee clients satisfaction.

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