Mobile App Marketing: 3 Winning Strategies from Top Verticals

Mobile App Marketing: 3 Winning Strategies from Top Verticals

Under we current some highlights of their dialog as every thing from present cellular traits to efficient techniques that cellular manufacturers must be utilizing to outlive and thrive this 12 months.


Table of Content

Buyer Habits Tendencies that Carry Into 2021

Cell adoption boomed in 2020. Some stats:

  • Worldwide, shoppers spent $143 billion by way of cellular gadgets at 20% development YoY*
  • The typical grownup spent 3 hours 35 minutes in cellular apps every day, up 20% from 2019*
  • Boomers led the way in which, growing their cellular utilization by 30%, whereas GenZ elevated by 16%, and Millennials 18%.*

Two to 3 years of cellular adoption have been accelerated into the final 12 months. What meaning is the methods that cellular entrepreneurs have been planning to discover and make use of over the following two to 3 years should start now.

Most verticals noticed a spike because of the pandemic, apart from journey and occasions after all. There have been clear winners in social networking apps, streaming video, gaming, well being and health, enterprise, ecommerce, schooling, meals supply, finance, and information.

However let’s concentrate on three distinct verticals that crushed it in 2020, and every with their very own distinctive technique: social networking, Fintech, and video streaming.

3 Profitable Methods from 3 Profitable Verticals

Social: Utilizing TikTok Virality to Attain Gen Z

Jenien Lim, Senior CS Supervisor at Modify shares that in social networking apps, the clear winner was TikTok, which had a blowout 12 months in 2020: “They confirmed 325% YoY development. They disclosed that that they had 92 million MAUs in June 2020, which was up from 40 million MAUs in October of 2019. They’re now on observe to hit 1.2 billion MAUs in 2021.”


However ought to cellular manufacturers be utilizing TikTok as a channel of their campaigns?

Present has really been doing influencer campaigns on TikTok because it was generally known as And it’s an enormous a part of their advertising technique.

“While you have a look at the demographic wherein we’re banking, it’s largely Gen Z, very very younger,” says Adam Hadi, VP of Advertising and marketing at Present. “It aligns very a lot with TikTok not simply by way of the place they spend their time, but in addition, for lots of consumers, it symbolizes a chance.”

He explains how for 23-year olds at this time, all the foremost channels have their massive influencers who’ve been working nonstop to amss hundreds of thousands of followers on Instagram, YouTube, and so forth. And TikTok is the other, because it has democratized going viral. In contrast to different networks the place success may be very a lot based mostly in your social graph, TikTok is about content material.

“For those who put out an excellent piece of content material, TikTok will floor it to plenty and many folks,” says Hadi.” So I feel it provides them this actually thrilling alternative. And that aligns with us as a model as effectively. We’re (Present) making an attempt to open up monetary alternatives which have historically been closed to the youthful era.”

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  • Go the place your clients congregate! In case your audience is on a brand new social community, then discover that channel.
  • Diversify your community companions in that new channel — discover and companion with these influencers who embody your model and make your mission thrilling.
  • But additionally keep in mind to be social — which implies, be human. It’s a social community, so talk like an actual individual, not a faceless company robotic.

Fintech: Giving Customers a Purely Digital Expertise

“The US noticed 20% extra downloads and a 90% enhance in hours spent in Fintech apps,” says Lim from Modify. “This was really up 45% worldwide apart from China.”

For essentially the most a part of 2020, bodily banks have been closed. However the pandemic acted as an accelerant, pushing the development towards digital banking additional and quicker.

Getting snug doing all of your banking out of your smartphone — that has plenty of implications. Having bodily branches is not an absolute necessity, though they nonetheless do provide loads by way of relationship constructing and gaining clients’ belief. And people are issues that monetary companies want to beat as they develop into a primarily digital expertise.

Hadi shares: “For the primary time ever, my mother requested me ‘How do you deposit a examine utilizing the telephone?’ And now that she is aware of how, she’s not now going to return to depositing checks in a department, proper? In order that’s a development that can keep.”

And it’s the identical story over and over in different industries which have needed to all of a sudden cope with full digitalization.


  • Make your buyer expertise irresistible. As a result of your app is competing with each different app for time and a spotlight on-line, your solely differentiator is the client expertise. For those who can craft an expertise that solutions each want your consumer has, or takes into consideration each choice, why would they use one other app?

Video Streaming: Making Subscriptions Ubiquitous

With everybody nonetheless at dwelling, video streaming surged and noticed 40% extra hours streamed on cellular in 2020. Premium subscription companies, comparable to Netflix, Disney+, and Hulu elevated their viewership numbers by 13%, which is a considerably greater development fee than anybody anticipated pre-pandemic. And about 22% of that point was spent on video streaming apps on cellular gadgets. Lastly, the utilization of video games on related TVs went up 73%. Which isn’t stunning contemplating everybody was at dwelling and bored.

Extra apps on all verticals are experimenting or shifting in the direction of a subscription income mannequin in 2021 as a result of subscriptions drive client spend.

Within the Apple App Retailer, 97% of client spend was pushed by subscriptions in prime non-gaming apps. Within the Google Play retailer, subscription-based income got here in at 91%.

“To satisfy that altering consumer habits, we’ve seen the diversification of monetization fashions for advertisers and publishers,” says Lim, “Publishers have been shifting away from in-app promoting and in the direction of in-app purchases, because the pandemic led to this pullback in advert spend — particularly within the early months when lots of these new app customers weren’t as desperate to spend closely. So now what we’re seeing is shoppers are extra apt to enroll in subscriptions and settle for hybrid fashions of monetization, which is a mixture of in-app promoting and in-app purchases.”

Hadi says: “There are tons of benefits to the subscription mannequin. The benefit plenty of enterprise folks will consider instantly is simply that recurring income, and the predictability of that retention. That makes plenty of sense. However from a product standpoint, it additionally permits companies to align with their clients. Virtually like: we’ve the subscription out of the way in which, now it’s about our model supplying you with the very best expertise attainable.”

“For those who’re a monetary service and your small business is on an ala carte foundation, that’s like nickel and diming your clients. At Present, our total ethos is that we’ve no hidden charges, no surprises. We’ve a primary product that’s completely free and we’ve a premium product that may be a subscription for $5 a month. And meaning it’s on us to ship as nice an expertise as attainable.”


  • Retention is the brand new development. And subscriptions can get you that retention rapidly — however provided that it suits your app or service.
  • Customers received’t subscribe until they see actual worth out of your app and your service. Which of them once more boils all the way down to: are you giving clients an expertise price returning to?

Are You Optimizing the Buyer Expertise?

CleverTap requested 2,000 customers why they uninstalled an app, and a majority of them mentioned it was attributable to a “poor buyer expertise.” This makes it important for manufacturers to offer customers with participating experiences irrespective of which vertical they’re in, and provides clients the royal remedy at each stage of the client lifecycle.

On this pocket information, we cowl how entrepreneurs can wow app customers and construct an expertise that ends in increased buyer satisfaction and CLTV.