Knowing your target audience is the fundamental step of any research process.
Whenever you are building something that is directed towards the masses, more often than not, it has demographic significance. This is the reason why brands take extra care of cultural and social differences while releasing target advertisements. And this is the same reason why their app marketing strategies fail.
There are many things to keep in mind (demographically) before you move your project forward from the level of a mental map, such as:
- Whether your app caters to 12-year old boys or middle-aged women?
- Is your customer base located in Europe or India?
- Are your users going to be urban or rural?
And only after examining these factors closely, you can tell how they will impact everything about your app, from its UI to color scheme to name. This exercise helps you in shaping your marketing and promotion strategy and after launching the app, customer experience management.
After identifying your target audience, let us take a look at the way to curate the perfect mobile app marketing strategy for a new app.
1. Starting from null
When you are clear about your new app launch ideas, the easiest way of determining your audience base is through application type, i.e., whether it is a gaming app, an educational app or an e-commerce app. It’s a vital part of a pre-launch marketing strategy.
However, when you cannot decide which way to go, ask yourself the following questions:
- Whether you are catering to a B2B market or B2C market or C2C market?
- If you choose your target audience, what would be your reasons for selecting that section of people? (Is it because of their financial status or for an existing company, etc.)
2. Build a character sketch of your customer
A character sketch or buyer persona does not only consist of their behavioral habits when it comes to doing target audience research for mobile applications. So, for doing this, you should take into account the following parameters:
- Their social status/demographics that includes occupation, pay scale, gender, age group, etc.)
- Their geographical location.
- The types of devices and technological tools that they use or are likely to use.
- What is the range of price they are ready to pay for the services of your mobile application?
These information categories can be easily determined with the help of online surveys. You can create simple multiple-choice questions keeping in mind the above-mentioned conclusions and tailor the mobile app promotion strategies accordingly.
3. Problem Definition
Once you have a persona for reference, you can move on to the next level of your research.
The next step is listing down the problems which are faced by your target audience that your app can solve. The reason for this is to find a unique selling proposition with your marketing will be based.
For instance, if you are creating a health app, then what feature makes it different from the other similar apps and more useful for the customers. This can only be successfully established when you have a thorough list of problems faced by your audience in general and which are not solved by other applications.
4. What motivates your customers?
Regardless of the problems faced by your audience (that you intend to solve with your app), their motivation to download your app can vary significantly.
For instance, in case of a workout application, the pain point of your potential user might be not finding personalized workout routine features in any other application. However, their motivation to download your app can be discounts or other offers.
So, finding out if your user is moved by good graphics, lower prices, or even daily challenges and rewards is crucial.
To sum up
The key to launching a successful mobile application is to keep your users hooked and the uninstall rate as low as possible. With the help of the above-mentioned steps, you can create an intuitive and engaging mobile app marketing plan for your audience. For expert assistance, consider reaching out to reputable mobile app marketing companies.
Also read: Mobile App Launch Checklist – 13 Steps for Maximum Impact
Content Writer
Sakshi Kaushik is a wordsmith extraordinaire who transforms complex technical jargon into captivating, must-read articles. Armed with a Masters in Economics, Sakshi dissects intricate topics with the precision of a seasoned expert. Her insights have graced prestigious platforms like Hackernoon, Ecowiser, and Medium, captivating readers and tech aficionados alike. With a career spanning influential companies like Teleperformance, Finex, and SparxIT Solutions, Sakshi is well-versed in navigating both the keyboard and the boardroom.
In addition to her extensive experience, Sakshi holds HubSpot certifications in Digital Advertising and Content Marketing, and has earned further credentials from UpGrad, Coursera, and Great Learning. Dedicated to sharing her expertise with mobile app developers and tech enthusiasts, Sakshi's passion shines through her writing. When she's not crafting compelling content, she enjoys diving into thrilling novels and exploring diverse worlds.
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