Is App Marketing The Future Of Digital Marketing?


App Marketing future
According to techopedia, Digital marketing is a broad term that refers to various and different promotional techniques deployed to reach customers via digital technologies. The key objectives of digital marketing are to promote a brand, build preference and convert leads into customers. The list doesn’t end here, it also aims towards building, strengthening and retaining profitable customer relationships.

App Marketing Trends in 2016

2016 will witness a better and more standardized deep linking infrastructure, translating into a truly intuitive user flow, with deep links connecting the app ecosystem in a much better way and will squeeze out the last few silos. Apart from this, advertising is poised to become significantly more effective as app developers are going to be in a better position to define a highly personalized landing page for their users.Technologies and processes Will become more standardized, data transparency and accessibility will gain greater importance, programmatic buying will continue to experience massive growth, ad blockers will still be on everyone’s minds, and tvOS will gain limelight.

Mobile Apps

Mobile Apps or mobile applications are nothing else but software programs that are developed to run on specifically on small and wireless computing devices like smartphones and tablets. These software applications are far different than those developed for PCs and laptop computers.

Mobile applications are designed as per the demands and limitations of mobile devices. At the same time, they leverage the added features and capabilities of smartphone devices.For example, the gaming apps leverage accelerometer added on the smartphone devices.

Nowadays, most of the mobile applications can run on each and every mobile platform, including Apple iTunes, Google Android, and Microsoft Windows Phone platform. However, native apps are the ones which run only on a dedicated platform.

Benefits of Mobile Apps

The overall experience of accessing a mobile application is much trendy and better than a responsive website in the mobile browser. Mobile Apps are easy to open, intuitive and helpful in a variety of ways. They can be used for several functions and features.

Today, there are thousands of mobile applications available, where each of them has its own usability and benefits to offer. They are helpful for all including business professionals, students, homemakers, and even kids because of the versatility they offer.

Mobile applications are gaining huge success because of various benefits and features they present.These are just a few:

• Communication
• News & Information
• Podcasts
• Banking
• Gaming
• Travel Booking
• Entertainment
• Maps &GPS Navigation

Mobile App Marketing Stats

Today, most of the business organizations in the United States, China and India have understood the importance of adapting to, and optimizing their marketing strategy for the mobile market. The significant rise in the number of smartphone and tablet users across the sphere has given marketers a golden opportunity to reach target groups with an ease. The rapid rise in adoption of mobile devices had definitely affected each and every aspect of digital marketing.

According to Internet Live Stats, there are more than 3.27 billion global internet users, which includes both desktop and mobile users. On an average, more than 43% of the world connects to the internet today. China, United States, and India are major players in this segment. The number of internet users (both mobile and desktop) in these countries:

• China – 641.6 million
• U.S. – 279.8 million
• India – 243.2 million

This data is enough to prove the need and importance of a defined marketing strategy for the mobile market.

It is an established fact that mobile applications have played a major role in boosting the usability of smartphone and tablet devices. The presence of mobile application has simplified our day-to-day activities. Starting from ordering food, e-commerce shopping, to banking services, and from social media, games to educational apps, living a day without mobile application is somewhat challenging.

Our dependency on mobile applications for our day-to-day needs is accelarating at a fast pace, which doesn’t seem to pause in the next 50 years. As a result, mobile app marketing is the next big thing, which is attracting digital marketers across the globe.

A study conducted by car and SurveyMonkey reveals that the conversion percentage ofmobile searches is three times higher than the same on a PC or laptop. It also reveals that 70% of mobile searches lead to action within an hour. Another report published also claimed that 4 out of 5 consumers use smartphones to shop.

Let’s have a close look at some of the highlights on mobile marketing 2015 stats: (Source)

• 25% of search queries are on a mobile device.
• 90% of smartphone shoppers use their mobile device for pre-purchasing activities.
• On an average, out of 100 hours spent on the mobile internet, 86 hours are spent on mobile applications.
• Mobile email open rates have grown 180% in three years.

Mobile App Marketing in 2016

Mobile App Marketing and advertising have a very bright future, which doesn’t seem to slow down in next 5 decades. According to eMarketer, the global mobile advertising is all set to hit two significant milestones in this year. As per the speculations, the total expenditure on Mobile Ad will surpass $100 billion, which will account for more than 50% of all expenditure of digital ads.The expenditure of over $100 billion on mobile ads marks a 430% increase from 2013, which is really a huge growth.

Countries like China and India are working on affordable smartphone devices that aim towards connecting more and more people to the huge world of the internet. On the other hand, big players like Apple Inc. and Samsung have introduced various new innovative features, which has redefined the way we use our mobile devices. This has given us another reason to make mobile devices a necessity in our day-to-day life.

With the ever-growing number of smartphone and tablet users across the globe, it is the mobile marketing industry, which will reach new and undefined heights in the foreseeable future.

Sangeeta has over 8 years experience in IT and 5 years experience as a digital marketer. She has hands-on experience in most digital channels including SEO, Social, PPC and Email marketing. Her job profile as an internet marketer required her to handle and train teams for deliverables. She has trained and pushed team members to learn digital marketing concepts which are novel yet beneficiary for businesses.

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