What is Offline App Marketing and TV user acquisition?
Offline mobile app marketing is the practice of using non-digital advertising and marketing to drive traffic to an app’s page in the App Store or Google Play store. Yes, online marketing can be invaluable to some apps. But there are certainly occasions and situations where offline marketing can contribute positively and make a huge impact on user behavior, especially for certain types of apps. Using billboards and TV ads to increase brand awareness and encourage word-of-mouth recommendations can prove very useful in getting a brand out in front of users.
Why Offline App Marketing is Important?
Any marketing that a marketer or app developer can do in order to raise the profile of the brand, get people talking about it and spark interest in the product has an impact or effect. Offline marketing can really broaden the audience that an app is trying to reach, which will likely result in a user searching for a brand using the search functionality in the store. It provides a great opportunity to increase the size of the audience an app wouldn’t normally reach, like apps that only use targeted ad campaigns on Facebook as their only marketing preference.
Offline App Marketing and ASO
Offline mobile marketing is connected to ASO as eventually, all traffic will come to a product page in the App Store or Google Play store. And it’s the role of the ASO team to understand which creatives and messaging will most likely appeal to specific audiences in order to increase conversions. The creatives for first-time installers are different to lapsed players that haven’t opened the app in some time or have even uninstalled it, which is again different to traffic from influencer marketing campaigns etc. ASO therefore plays an integral role in converting traffic from offline app marketing efforts.
The user flow of a user that’s come from an offline marketing avenue (such as they saw an advert on TV and decided to check out the app) is different to the flow of users who are brought to an app listing from another app or game, for example. When a user sees a billboard, it promises or conveys a character from a game or element of an app. The user will search in the app store search tab, find the brand and will expect to see the messaging that enticed them there in the first place.
Messaging and creatives also need to be attractive for broad audiences in order to drive installs. Using very specific messages on an app’s product page that only a smaller range of visitors would understand or connect to, would most likely result in fewer conversions.
ASO helps app developer / marketers better design their marketing funnel by understanding and analyzing user behavior.
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