Mobile App Marketing: 3 Winning Strategies from Top Verticals

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Partially three of our Reimagine Progress masterclass collection, Jenien Lim, Senior CS Supervisor at Alter and Adam Hadi, VP of Advertising at Present talked about which cellular app advertising methods have been simplest over the previous yr.


Table of Content

Under we current some highlights of their dialog as they tackled every part from present cellular traits to efficient techniques that cellular manufacturers must be utilizing to outlive and thrive this yr.

Buyer Habits Developments that Carry Into 2021

Cell adoption boomed in 2020. Some stats:

  • Worldwide, shoppers spent $143 billion through cellular units at 20% development YoY*
  • The typical grownup spent 3 hours 35 minutes in cellular apps day by day, up 20% from 2019*
  • Boomers led the best way, growing their cellular utilization by 30%, whereas GenZ elevated by 16%, and Millennials 18%.*

Two to 3 years of cellular adoption have been accelerated into the final 12 months. What meaning is the methods that cellular entrepreneurs have been planning to discover and make use of over the subsequent two to 3 years should start now.

Most verticals noticed a spike because of the pandemic, apart from journey and occasions in fact. There have been clear winners in social networking apps, streaming video, gaming, well being and health, enterprise, ecommerce, schooling, meals supply, finance, and information.

However let’s give attention to three distinct verticals that crushed it in 2020, and every with their very own distinctive technique: social networking, Fintech, and video streaming.

3 Profitable Methods from 3 Profitable Verticals

Social: Utilizing TikTok Virality to Attain Gen Z

Jenien Lim, Senior CS Supervisor at Alter shares that in social networking apps, the clear winner was TikTok, which had a blowout yr in 2020: “They confirmed 325% YoY development. They disclosed that that they had 92 million MAUs in June 2020, which was up from 40 million MAUs in October of 2019. They’re now on monitor to hit 1.2 billion MAUs in 2021.”

However ought to cellular manufacturers be utilizing TikTok as a channel of their campaigns?

Present has truly been doing influencer campaigns on TikTok because it was referred to as And it’s an enormous a part of their advertising technique.

“Whenever you have a look at the demographic through which we’re banking, it’s largely Gen Z, very very younger,” says Adam Hadi, VP of Advertising at Present. “It aligns very a lot with TikTok not simply by way of the place they spend their time, but in addition, for lots of shoppers, it symbolizes a possibility.”

He explains how for 23-year olds at the moment, all the most important channels have their large influencers who’ve been working nonstop to amss hundreds of thousands of followers on Instagram, YouTube, and so forth. And TikTok is the other, because it has democratized going viral. In contrast to different networks the place success could be very a lot primarily based in your social graph, TikTok is about content material.

“If you happen to put out an excellent piece of content material, TikTok will floor it to a lot and many folks,” says Hadi.” So I feel it provides them this actually thrilling alternative. And that aligns with us as a model as effectively. We’re (Present) attempting to open up monetary alternatives which have historically been closed to the youthful technology.”


  • Go the place your clients congregate! In case your target market is on a brand new social community, then discover that channel.
  • Diversify your community companions in that new channel — discover and accomplice with these influencers who embody your model and make your mission thrilling.
  • But additionally keep in mind to be social — which implies, be human. It’s a social community, so talk like an actual particular person, not a faceless company robotic.

Fintech: Giving Shoppers a Purely Digital Expertise

“The US noticed 20% extra downloads and a 90% improve in hours spent in Fintech apps,” says Lim from Alter. “This was truly up 45% worldwide excluding China.”

For probably the most a part of 2020, bodily banks have been closed. However the pandemic acted as an accelerant, pushing the development towards digital banking additional and sooner.

Getting snug doing all of your banking out of your smartphone — that has quite a lot of implications. Having bodily branches is now not an absolute necessity, though they nonetheless do provide quite a bit by way of relationship constructing and gaining clients’ belief. And people are issues that monetary providers want to beat as they turn out to be a primarily digital expertise.

Hadi shares: “For the primary time ever, my mother requested me ‘How do you deposit a examine utilizing the cellphone?’ And now that she is aware of how, she’s not now going to return to depositing checks in a department, proper? In order that’s a development that may keep.”

And it’s the identical story time and again in different industries which have needed to abruptly cope with full digitalization.


  • Make your buyer expertise irresistible. As a result of your app is competing with each different app for time and a spotlight on-line, your solely differentiator is the shopper expertise. If you happen to can craft an expertise that solutions each want your person has, or takes under consideration each desire, why would they use one other app?

Video Streaming: Making Subscriptions Ubiquitous

With everybody nonetheless at residence, video streaming surged and noticed 40% extra hours streamed on cellular in 2020. Premium subscription providers, reminiscent of Netflix, Disney+, and Hulu elevated their viewership numbers by 13%, which is a considerably greater development charge than anybody anticipated pre-pandemic. And about 22% of that point was spent on video streaming apps on cellular units. Lastly, the utilization of video games on linked TVs went up 73%. Which isn’t shocking contemplating everybody was at residence and bored.

Extra apps on all verticals are experimenting or shifting in direction of a subscription income mannequin in 2021 as a result of subscriptions drive client spend.

Within the Apple App Retailer, 97% of client spend was pushed by subscriptions in prime non-gaming apps. Within the Google Play retailer, subscription-based income got here in at 91%.

“To satisfy that altering person conduct, we’ve seen the diversification of monetization fashions for advertisers and publishers,” says Lim, “Publishers have been shifting away from in-app promoting and in direction of in-app purchases, for the reason that pandemic led to this pullback in advert spend — particularly within the early months when lots of these new app customers weren’t as wanting to spend closely. So now what we’re seeing is shoppers are extra apt to enroll in subscriptions and settle for hybrid fashions of monetization, which is a mix of in-app promoting and in-app purchases.”

Hadi says: “There are tons of benefits to the subscription mannequin. The benefit quite a lot of enterprise folks will consider instantly is simply that recurring income, and the predictability of that retention. That makes quite a lot of sense. However from a product standpoint, it additionally permits companies to align with their clients. Nearly like: we now have the subscription out of the best way, now it’s about our model supplying you with the most effective expertise doable.”

“If you happen to’re a monetary service and what you are promoting is on an ala carte foundation, that’s like nickel and diming your clients. At Present, our complete ethos is that we now have no hidden charges, no surprises. We have now a primary product that’s completely free and we now have a premium product that may be a subscription for $5 a month. And meaning it’s on us to ship as nice an expertise as doable.”


  • Retention is the brand new development. And subscriptions can get you that retention shortly — however provided that it suits your app or service.
  • Customers received’t subscribe except they see actual worth out of your app and your service. Which of them once more boils all the way down to: are you giving clients an expertise value returning to?

Are You Optimizing the Buyer Expertise?

CleverTap requested 2,000 customers why they uninstalled an app, and a majority of them stated it was on account of a “poor buyer expertise.” This makes it important for manufacturers to offer customers with partaking experiences irrespective of which vertical they’re in, and provides clients the royal remedy at each stage of the shopper lifecycle.

On this pocket information, we cowl how entrepreneurs can wow app customers and construct an expertise that ends in larger buyer satisfaction and CLTV.


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