Post by account_disabled on Jan 24, 2024 0:57:22 GMT -6
Similar, at the same time and different - this is how marketing plans for websites vs. for mobile applications. Website and mobile app marketing structures look more or less the same. But if you look closely, you will notice differences in formats, user behavior, customer channeling, etc. The more studied, the clearer the need for a different marketing plan for each of them becomes. Website promotion will not enable your app to appear on the first page of the App Store. Also, app marketing will not increase website conversion rate. So, let's find out how different and similar website and app marketing are at the same time. #5 The format is different While the website is hosted on an external server, accessible by anyone and anywhere, an app must be downloaded by users on their phones. The goal of the website is to convince visitors to convert by completing a certain action , such as buying a product or booking an appointment. For mobile apps, the main goal is installation. But once the app is downloaded, keeping these users engaged becomes a challenge. Phone apps have a very low retention rate, so app developers must constantly think of creative ways to generate excitement and bring customers back again and again.
For example, many apps use the distinctive icon to indicate that there are new notifications, messages or offers. This prompts the user to open the app and see what they are missing. In short: Website owners should be concerned with increasing the visibility of their website and keeping visitors on the site as long as possible. App marketers should focus first on app downloads and then on redu B2B Email List cing churn while keeping users engaged. #4 Users behave in different ways Did you know that 80% of activity on mobile phones happens on apps and 20% on web pages? Additionally, pre-purchase research (eg travel prices) tends to happen on websites on phones or apps, while the final purchase process (airline tickets) is more often done on desktops or tablets. These changes in user behavior affect the customer journey on the website and in the application. The fact is that users tend to switch between desktop, phone and tablet depending on what they are doing online. Marketers must have an omnichannel approach that allows consumers to enjoy the same brand experience. Another interesting difference in consumer behavior is that the rating of an app has a strong influence on the user's decision to download it . Many web pages don't face impressions like apps. On the other hand, a good rating greatly influences the decision to install and use the application.
In short: Web and app marketers must consider different behaviors on different devices. It is important to optimize the website and the app separately, based on the purpose of each and user behavior. #3 Their channeling looks different Due to the different formats and behavior of web page users vs. app, their marketing channels are also different. As we said, an app user needs to convert (install the app) before they can start engaging with it. The acquisition of the app happens in the first stages of the funnel, while for the website, the conversion (purchase, or any other action) is often the last step. Of course, every marketing funnel varies, however it is necessary to compare the app and website marketing funnel. website marketing funnel Website funnel Both funnels start with awareness, but the app funnel moves directly to acquisition and retention, while the website funnel takes it more slowly leading the customer to conversion. In other words, the marketing channel moves faster and requires a more aggressive, action-oriented approach. mobile app marketing funnel Mobile app funnel In short: Evaluate your ideal customer's journey on the website or app based on the standard funnel of each movement.
For example, many apps use the distinctive icon to indicate that there are new notifications, messages or offers. This prompts the user to open the app and see what they are missing. In short: Website owners should be concerned with increasing the visibility of their website and keeping visitors on the site as long as possible. App marketers should focus first on app downloads and then on redu B2B Email List cing churn while keeping users engaged. #4 Users behave in different ways Did you know that 80% of activity on mobile phones happens on apps and 20% on web pages? Additionally, pre-purchase research (eg travel prices) tends to happen on websites on phones or apps, while the final purchase process (airline tickets) is more often done on desktops or tablets. These changes in user behavior affect the customer journey on the website and in the application. The fact is that users tend to switch between desktop, phone and tablet depending on what they are doing online. Marketers must have an omnichannel approach that allows consumers to enjoy the same brand experience. Another interesting difference in consumer behavior is that the rating of an app has a strong influence on the user's decision to download it . Many web pages don't face impressions like apps. On the other hand, a good rating greatly influences the decision to install and use the application.
In short: Web and app marketers must consider different behaviors on different devices. It is important to optimize the website and the app separately, based on the purpose of each and user behavior. #3 Their channeling looks different Due to the different formats and behavior of web page users vs. app, their marketing channels are also different. As we said, an app user needs to convert (install the app) before they can start engaging with it. The acquisition of the app happens in the first stages of the funnel, while for the website, the conversion (purchase, or any other action) is often the last step. Of course, every marketing funnel varies, however it is necessary to compare the app and website marketing funnel. website marketing funnel Website funnel Both funnels start with awareness, but the app funnel moves directly to acquisition and retention, while the website funnel takes it more slowly leading the customer to conversion. In other words, the marketing channel moves faster and requires a more aggressive, action-oriented approach. mobile app marketing funnel Mobile app funnel In short: Evaluate your ideal customer's journey on the website or app based on the standard funnel of each movement.