Marketing Apps to Users’ Attention Spans? We’ve Got You Covered

Gilad Bechar
Gilad Bechar 16 December 2015
Marketing Apps to Users’ Attention Spans? We’ve Got You Covered

The mobile world moves fast. It seems like every time we blink a new app is either born or gone. App marketing pros know how tough it is to get users to install a product and actually use it, and even after achieving this goal – it still has to compete with at least one more screen. The mobile experience presents unique and difficult challenges that require unique and different solutions, as well as a solid mobile strategy so here are a few to help you get started:


Get to the Point

Every mobile expert knows that users are firm believers in TL; DD – Too Long; Didn’t Download. Don’t waste their time with unnecessary explanations and lengthy stories. Whether it’s your app page description, notifications you send out, or the onboarding tutorial – your message must be straightforward, on point, and clear as day. Make sure to include a strong call to action to let users know exactly what you need them to do, and be your own worst editor with every word you choose to include. Luckily for you, the character limit on most content forms will keep you in check, but just because you can write relatively long text, it  doesn’t mean you should. Keep it short and sweet.


Take Action

One of app marketing‘s strong suits is its ability to present users with an actionable message. After realizing you have only a few seconds to get things moving, taking advantage of the medium’s technical abilities is the only smart way to go. Present users with actionable ads that allow them to click and immediately put the app to use (by booking a cab, for instance), and use interactive push notifications to not only show users a call to action but to have them execute it right then and there. For mobile experts, this is one of those magical cases where on the one hand you have very little time to impress users, but on the other hand you have the best tools to do the work for you.


Keep it Simple

When it comes to your mobile strategy, less is most definitely more. I know your mind must be bursting with ideas for features and content you’d like to share with users, but narrowing it down will serve them better in many cases. An overwhelming interface creates a bad UX that will scare users away, so opt for a clean and intuitive flow instead. It’s important to adopt this logic when crafting your app’s onboarding process and fight the urge to exhaust users by showing them every corner of our app. Practice a little restraint and your users will without a doubt keep coming back for more.


Be Different

Is your app a “Tinder for whatever” or the next “Airbnb of something?” Great. I’m sure users will  be completely captivated by how innovative and groundbreaking it is. Remember: when it comes to how to market your app, you’re dealing with an audience that has seen and done it all,so the best thing you can do is give them something truly interesting. The same goes for the content of your mobile ads and how you choose to interact with users – sending original notifications can work wonders for your retention rate. Instead of riding the latest trends, try to come up with a creative message of your own. Remember, life is too short to be ordinary.  


Go Deep

Deep linking is the perfect solution for mobile ADHD. It allows you to get users’ attention by indexing and marketing your app more effectively and sending users exactly where they need to go within the app. If you haven’t embraced this technology as part of your mobile strategy up until now, reality is about to make that decision for you. Soon users tapping an ad will expect to be immediately directed to the relevant screen as opposed to the app’s main page. Providing the user with a counter-intuitive result will make them jump ship. With a little technical help from mobile experts, deep links are a tool you can use to turn a short term mobile experience into a productive one.
Mobile technology might be at least partially responsible for society’s lack of focus, but it can also save the day. Implementing new tools and techniques can help you set yourself apart and reach users’ hearts and minds for more than a few seconds. Follow the list above and you just might be among the lucky few to capture the mythical creature known as “user attention.”



Gilad Bechar
Gilad Bechar
Gilad Bechar is the Founder & CEO of Moburst. Gilad serves as a mentor to rising startups at Microsoft Accelerator, The Technion, Tel-Aviv University, Unit 8200 and for strategic Moburst clients, and is the Academic Director of the Mobile Marketing and New-Media course at Tel-Aviv University.
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