Mobile App Marketing: 3 Winning Strategies from Top Verticals

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


Table of Content

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

Buyer Conduct Developments that Carry Into 2021

Cellular 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 every 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 which means is the methods that cellular entrepreneurs have been planning to discover and make use of over the following two to 3 years should start now.

Most verticals noticed a spike as a result of 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 deal with three distinct verticals that crushed it in 2020, and every with their very own distinctive technique: social networking, Fintech, and video streaming.

3 Successful Methods from 3 Successful Verticals

Social: Utilizing TikTok Virality to Attain Gen Z

Jenien Lim, Senior CS Supervisor at Modify 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 generally known as And it’s a giant a part of their advertising and marketing technique.

“Whenever you take a look at the demographic by 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 when it comes to the place they spend their time, but additionally, for lots of consumers, it symbolizes a chance.”

He explains how for 23-year olds as we speak, all the main channels have their massive 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. Not like different networks the place success may be very a lot based mostly in your social graph, TikTok is about content material.

“In the event you put out piece of content material, TikTok will floor it to plenty and many individuals,” says Hadi.” So I believe it offers them this actually thrilling alternative. And that aligns with us as a model as properly. We’re (Present) making an attempt to open up monetary alternatives which have historically been closed to the youthful era.”


  • Go the place your prospects congregate! In case your audience 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 in addition bear in mind to be social — which suggests, be human. It’s a social community, so talk like an actual individual, not a faceless company robotic.

Fintech: Giving Shoppers a Purely Digital Expertise

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

For probably the most a part of 2020, bodily banks have been closed. However the pandemic acted as an accelerant, pushing the pattern 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 not an absolute necessity, though they nonetheless do supply so much when it comes to relationship constructing and gaining prospects’ belief. And people are issues that monetary companies want to beat as they develop into a primarily digital expertise.

Hadi shares: “For the primary time ever, my mother requested me ‘How do you deposit a verify utilizing the telephone?’ 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 pattern that may keep.”

And it’s the identical story time and again in different industries which have needed to all of a sudden 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. In the event you 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 dwelling, video streaming surged and noticed 40% extra hours streamed on cellular in 2020. Premium subscription companies, corresponding to Netflix, Disney+, and Hulu elevated their viewership numbers by 13%, which is a considerably greater development price 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 dwelling 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 high non-gaming apps. Within the Google Play retailer, subscription-based income got here in at 91%.

“To satisfy that altering person habits, 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, because the pandemic led to this pullback in advert spend — particularly within the early months when a lot of these new app customers weren’t as desirous to spend closely. So now what we’re seeing is shoppers are extra apt to join subscriptions and settle for hybrid fashions of monetization, which is a mixture 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 individuals 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 prospects. Virtually like: now we have the subscription out of the best way, now it’s about our model supplying you with the perfect expertise doable.”

“In the event you’re a monetary service and your corporation is on an ala carte foundation, that’s like nickel and diming your prospects. At Present, our total ethos is that now we have no hidden charges, no surprises. Now we have a primary product that’s completely free and now we have a premium product that could be a subscription for $5 a month. And which means 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 right down to: are you giving prospects 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 as a result 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 prospects the royal remedy at each stage of the shopper lifecycle.

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