Marketing Within Mobile Apps- Kiara Lin
Nearly two-thirds of the mobile app fields are represented by ads. The allocated spending has surpassed $500 billion as of 2022 (Baar).
Social Media Marketing
A business can utilize social media marketing in order to help them reach a larger audience, retain customers, and create more awareness about their brand. Every social media channel has their own way of displaying the paid for ads represented by companies. Brands are able to intertwine their usual social media posts and ads in order to get the most out of their strategy.
Benefits of Social Media on Mobile Apps
Increase brand awareness: consistently posting on mobile apps will help the brand gain a larger recognition from their desired demographic audience
Decrease marketing costs: social media marketing is very inexpensive compared to other means of advertising and it has been found that just six hours a week has lead to significant results (DeMers)
Better search engine rankings: being active on social media can end up being a signal to search engines to prove legitimacy and ultimately a more successful SEO (DeMers)
Pitfalls of Social Media on Mobile Apps
Competitor exposure: based on the algorithms of many mobile apps the increased exposure for one brand means equal exposure for many others. Targeting a niche audience with the right media will help a brand get an arm on similar companies
Negative feedback: with mobile apps there is a widespread of comments, reposts, threads, etc. that can negatively affect a company and their product. Just like social media is able to blow up a product or company it also has the power to do the complete opposite
Time investment: even though putting in a small amount of time to getting a brand’s ads out there, the time for creating can be time consuming. With short ads the content has to be created well enough to lure in the target audience in a small period of time.
Domino’s “Points for Pies” Campaign
Domino’s is a clear example of the success that in-app and rewards-based advertising can bring to a brand. Over 91% of their sales come from their digital ad channels (Haran). The campaign allowed for discounts and coupons only available on the mobile app. From this campaign they generated an increase of app users making their in-app ads more successful for the other companies that are paying. Additionally, the rewards-based ads keep a higher customer retention and consistent ad use.
Best Practices for Mobile Advertising
Make it personal!
Audiences tend to trust people who display similarities with them (Nahai 73). Creating a good relationship with the consumers will lead to an increase of other similar consumers who are able to trust a review or feedback from another.
Make it social!
Mobile ad campaigns that focus on user generated content will have a higher chance of success. This can be done by featuring a customer within an ad (Nahai 73).
Conclusion
While there will be pros and cons to every type of advertising, mobile app, and social media channel; navigating through this concept can lead to a lot of success. Mobile apps have consumed a vast majority of modern life and open up a lot of potential for brands. Utilize the best practices for mobile advertising, finding the right niche, and knowing your target demographics will all help the consumer and company relationship.
Sources
Baar, Aaron. “ADS Represent More than Two-Thirds of $500B Mobile App Economy, Report Finds.” Marketing Dive, 18 May 2023, www.marketingdive.com/news/ads-represent-more-than-two-thirds-of-500b-mobile-app-economy-report-find/650666/#:~:text=Total%20mobile%20app%20spending%20surpassed,came%20from%20in%2Dapp%20purchases.
DeMers, Jayson. “The Top 10 Benefits of Social Media Marketing.” Medium, The Startup, 21 Apr. 2020, medium.com/swlh/the-top-10-benefits-of-social-media-marketing-d41028ce8cba.
Haran, Raghav, and Written By Raghav Haran Raghav Haran is a content writer and marketer who helps B2B companies generate more leads. “11 Mobile Advertising Examples to Inspire Your next Ad Campaign.” Single Grain, 12 Jan. 2024, www.singlegrain.com/blog-posts/mobile/11-companies-that-are-doing-mobile-advertising-right/.
Nahai, Nathalie. Webs of Influence: The Psychology of Online Persuasion. Pearson Education Limited, 2017.