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To Drive App Success, Shape Marketing Around Your Users

Executive Summary

The sheer number and variety of apps available for mobile devices - both phones and touchscreen tablets - creates an enormous challenge for marketers and developers who are trying to draw attention to their apps. Smart app marketers and developers will craft a marketing plan that revolves around their users - and how they make decisions about which apps to buy. This means understanding how users learn about apps and which content helps them decide to click "Download." Most importantly, it means helping users understand the app's value by answering the question, "What can this app do for me?" By learning their users' app shopping and purchasing processes, marketers can craft successful messaging and creative that draws users in, resonates with the target audience, and encourages downloads and customer loyalty.

 

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