The importance of mobile app marketing in today’s era; how brands are leveraging technology to draw consume – Times of India

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Siddhartha Vanvani, Founder & CEO, Digidarts.
The unstoppable rise in mobile app usage has categorically enhanced our understanding of Mobile App Marketing in 2022. Nowadays, to connect and engage with the users, businesses not only adapt innovative marketing strategies but also execute campaigns to target fragmented cohorts via super-personalized communication.
The urge to stay relevant in the eyes of the users has methodically encouraged digital marketers to improve their Mobile App Marketing tactics and attain the objectives while boosting user interactions and conversions. The sole idea to scale digital business helps a brand look at its 360-degree growth, which is possible with an appropriate implementation of advanced, data-driven, and hyper-performing marketing campaigns across the digital interface.
Reasons Behind The Fame of Mobile App Marketing
The extreme rate of mobile usage is one of the prime factors that have supported the fame of Mobile App Marketing. Nowadays, users want everything on the tip of their fingers, be it apparel shopping, grocery buying, form applications, studying, entertainment, financial transactions, job search, booking appointments, and the list is never-ending.
Following are some of the significant parameters that led to a rise in the popularity of Mobile Apps:
Easy Accessibility
Digitalization skyrocketed the use of mobile apps. Easy download options from the play store or apple store make applications easily accessible, and users can make the most of it with relevance to their needs. Plus, within a few taps, anyone can learn to use the mobile apps, irrespective of age.
Distinct Offerings
Another reason for the rise in the popularity of mobile applications is the variety it offers. From shopping to booking a mode of transportation to making medical purchases, apps have it all.
Therefore, digital users can make the most of it with the ease of staying in their comfort zone.
Constant Connectivity
With the rising penetration of mobile networks across the country, the digital audience can use mobile applications whenever they want, wherever they want.
Updated Features
Digital technology is super viable to enhance user experience with efficient mobile app updates. The audience gets better usage options within the apps and ultimately gains appropriate outcomes in terms of performance and satisfaction.
Useful in Advertising
As you know, applications have made their way into the world of digital marketing, and today the industry is thriving on the substantial benefits gained from advertising. Therefore, mobile applications act as a medium of promotion for many businesses hailing from diverse industry verticals.
The Importance of Mobile App Marketing
The digital world in 2022 has a lot to offer to brands. And Mobile App marketing is one of the crucial keys to surge to the top of the growth chart.
Builds Strong Brand Image 
Mobile App Marketing proffers advantageous branding that supports and scales a brand image across digital platforms. With the use of relevant channels and engaging storytelling, brands can catch the eyes of the audience almost instantly and gain prominence.
Improves Reach
Another importance of Mobile App Marketing is that it improves brand reach. The implementation of appropriate strategies and well-performing campaigns can be crucial benefactors in attracting target users.
Higher Engagement
After efficacious branding and reach, it is time to improve user engagement. Here, with personalized communication, intriguing visuals, and trendy ads, digital marketers engage users with the brands. It is a turning point in the overall app marketing campaign as it determines the probability of future sales.
Offers Crucial Campaign Data
Analytics provide a better performance insight of mobile marketing campaigns with the use of relevant software. Digital marketers track and analyze campaigns with the data collected, such as User Journey, Marketing Budgets, Impressions, Results, Conversions, App Installs, etc.
Boost Sales
After analyzing all the required data, mobile app marketers get a better knowledge of the things not to do based on the campaign performance. Hence, they create innovative product and category-specific strategies to scale outcomes and improve sales.
What Technology Can Brands Leverage to Draw Customers?
The perfect amalgamation of AI and human-led processes are essential factors in scaling app performance.
Customer Relationship Management (CRM)-
To nurture customers and re-engage them with the brand, digital marketers use CRM tools. This way, they can update the users about the latest discounts, launches, sales, and many vital updates.
Marketing Automation-
Tools like MoEngage are your one-stop app marketing tool to vanish off the growth hindrances via powerful customer analytics, automated cross-channel engagement, and AI-driven personalization.
App Analytics- 
Tools like App Annie are used to reach, engage & convert leads. Its informative advancement regarding campaign performance, app store optimization, user acquisition, and monetization navigate the app creators to generate competitive strategies for a fruitful outcome.
Attribution Platforms-
Tools like Branch.io, Adjust, AppsFlyer are important attribution platforms that ensure better performance within your app or web channel and handle link complexities across each platform to enhance performance. Also, this tool directs your users to the desired landing page and captures customer touchpoints from varied channels.
Must-Have Tool (Firebase)- 
Firebase is a free-to-use and effective A/ B testing tool used to compare the performance of two app versions and determine better results regarding the app’s user interface (UI), engagement campaigns, and app features.
The Future of Mobile App Marketing
The evolution of digital marketing will open new doors for Mobile Applications in generating revenue.
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Views expressed above are the author’s own.
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