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Consumers download apps everyday, but the truth is that many of them are abandoned or never even
used. Apps are now a basic part of our daily micro-moments. They’re also a powerful way for companies
to build deeper relationships with their users. A mobile app marketing strategy can complement a
brand’s offline experience, drive e-commerce, or simply help connect a brand with its loyal users.
Together with mobile websites, has become important to both consumers and marketers. So what drives
consumers to install and engage with mobile apps? And what causes people to abandon an app? You need
to develop an effective mobile-app marketing strategy to achieve profitable solutions. Two essential
points in that strategy are boosting awareness of your app and keeping your app audience engaged.

People are finding out about apps in all kinds of instances while using their smartphones—when
they’re engaged in an app, searching for another specific app, watching a YouTube video, or even
surfing a mobile website. Search is a major source for app discovery. Consumers not only turn to
search to find new apps. They actually download apps because of search ads. They’re among the most
effective ad formats for driving app downloads. This shift in how consumers find and learn about new
apps paves the way for marketers to rethink their brand’s approach to app discovery. And there’s good
reason to tap into search to help boost app awareness. Search ads don’t just raise app visibility.
They also drive app downloads, by being there at the right moment when a consumer is actively
searching for apps. For marketers, this means making sure your app stands out wherever smart phone
users are looking to discover apps relevant to their interests. This factor is more important than
ever in today’s congested app market.

To get your app noticed, you can increase visibility by focusing your app promotion on a user
experience designed for downloads, like using mobile app install campaigns. This way, your brand is
able to reach broader audiences while looking for an app similar to yours. In addition to search,
extending your campaign across ad formats that drive app installations, including display and video,
can help people discover your apps anywhere.

App engagement and re-engagement is also a key factor. As app users tend to lose interest users turn
to apps to ease their daily grind. And they’re more likely to use them if they serve a specific
reason. Apps can be quite helpful during a customer’s purchase journey. In fact, one in two app users
turns to them to find information about a product or even to make a purchase. The flip side is that
apps can also be abandoned immediately after that transaction. So prove the importance and utility of
your app. Brands can avoid getting lost in the app fog if they provide clear value. App users need an
incentive to re-engage with an app they’ve abandoned. Mobile app engagement ads can help remind users
about your apps’ value and get them back to your app. Another way to help users find what they’re
searching for is to add deep links to your ads. This way, the mobile app engagement ad, links to the
most important parts of your app. Ultimately, by engaging your audience at the exact time with
content that’s relevant to them, companies or brands keep their connection to users.

Given the sheer number of apps available in the market, it’s more challenging than ever to gain an
app users attention. That’s why your app needs to stand out. To make sure your app makes the cut, it
is relevant to show that it has clear value for your users, well past the initial app download.