Personalizing your Mobile Advertising Campaign on Apps could up the Brand Favorability and Purchase Intent for your brand. Research from IPG Media Lab, indicates targeting Audiences with Personalized Ads based on Location, Search Terms, Past Purchase and Social Media Sites used could increase Brand Favorability and Purchase Intent.
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Planning your App’s summer campaign ahead and promoting the same on channels where your app is most likely to be discovered is going to keep your app ranking at the top this summer. With App Store being the most preferred place to search for apps, your App description and App Store Search Strategy should be optimized for Keywords that are likely to feature in your target audience’s search queries.
Optimize Keywords For App Discovery
Optimize your app for relevant keywords. As suggested for App Store optimization use keywords that your users are most likely to be searching for this summer.
Sensor Tower‘s a tool that lets you analyze the keywords for your app and predict the likelihood of your app ranking in the Top 10 charts for any of the keywords. With Sensor Tower’s App Store optimization tool you can, track daily category and keyword rankings for any app. You can also Search traffic score estimates and keyword difficulty ratings, helping you compare the Keywords for your App vis-a-vis, the competition. To arrive at the right keywords for your campaign it is important to look at keywords that are relevant and are going to get your app ranked higher. Difficulty score becomes important for ranking your app higher as it is inversely proportional to the probability of the user finding your app above the competitor’s app. The third important factor is keyword traffic, however it is important to look at keyword traffic, with difficulty score in mind as though a keyword may generate traffic, however, the traffic may not be the one that you are most interested in making targeting less effective for your campaign.
To set up a priority for keywords, if you have two keywords with a similar Difficulty Score and Relevance, go for the one with higher Traffic Score. Keep in mind that you should evaluate your Traffic Score as the very last step of your keyword optimization.
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Mobile Marketing has significant influence in guiding the consumer decision at all stages of the consumer journey. The Mobile strategy for your brand needs to go from being a sales generator or acquisition and transactions led strategy to Engagement Led strategy where consumers perceive your Brand to be the one that is taking away the “Decision-making Stress”, according to a Forrester Research Analyst, Shar VanBoskirk.
Brands that are seen as offering value within a context on a consistent basis are often likely to be salient with the target while creating a long-term loyal user base. Marketing in the moment for Brands that are seen as the ones bringing valuable offers is likely to resonate better and create greater social media influence for the brand.
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According to a report from Pew Research Center, 24 percent of the teens are constantly online with 92 percent going online daily. Online research for shopping and social media influence plays a significant role in decision-making and sharing. Fitch’s Path to Purchase for younger audiences, detail how brands targeting audiences can integrate social media into stages of customer journey from visibility to fulfillment and brand advocacy stage.
Brands looking at visibility for their campaigns can target audiences with campaigns that engage audiences with events of their interest on the channel or social network of choice. The content that often works with the age group is visual with short video or post format.
