How to Build Your Mobile Marketing Budget

Jonathan Muschel
Jonathan Muschel 31 October 2018
How to Build Your Mobile Marketing Budget

Mobile marketing has become even more critical to businesses seeking an edge over their competition. Whether it’s a physical product like the latest Jordans, a service such as travel, or a digital product like an app, mobile marketing budgets are expected to account for 30% of global ad spend, and an incredible 75% of digital ad spend in the US. Whether your budget is rapidly expanding or not, it’s time to look ahead and see where you should be allocating your resources to get the very best return on your investment.

New Technologies, New Opportunities

Augmented Reality burst onto the scene with tons of promise (think Pokemon Go), and yet many people feel that the technology hasn’t lived up to the hype. As the technology has become more mainstream, it will become a case of not having it being a liability. It’s not just about who actually sees the ad itself; it’s about how people engage with your brand, where you position yourself, and the amount of awareness you create. Another technology worth following is voice search. It’s becoming a lot more common, as devices from Google, Amazon and others increasingly find themselves in homes across the world. This is not to mention voice searches from mobile phones, connected vehicles and so on. Voice is interesting for a number of reasons. First off, only the first result counts. Alexa isn’t going to give you a whole SERP to choose from. Second, any UX/UI factors become less relevant in this case. If someone is searching for a gym app, and uses voice search, they will likely download whatever is suggested to them. Mobile marketers can leverage this by being even more strategic with keywords and targeting.

While we’ve mentioned AR and voice search specifically, this goes for any new technology out there. Budget should be allocated to these new technologies, as after all, “the medium is the message”.

Great Creatives

With so much out there, it’s so important to stand out from the crowd. One of the best ways to do this is through your creative assets. This applies to everything from the way you position and market your product, all the way through to the screenshot you use in the app stores. Consistency is key, so make sure budget is allocated towards getting the very best imagery that you can. It’s also an area that needs constant work. With the app stores always changing and innovating, your creative assets have to keep pace to avoid missing opportunities. This is especially true when it comes to video. Video grabs users’ attention and converts much better than other media – so to put your best foot forward, you should be leading with high quality video.

Getting Personal

With more data available than ever before, those not using this data effectively are missing out. Certainly you should be increasing your budget allocation towards data-driven, actionable insights. Marketing is becoming more personal, more convenient for the user (that is, appealing to them at the right time and place), and all of this is driven by data. Without it, your campaigns will come across as bland and generic. But by using it properly, you’ll be seen as dynamic, exciting and relevant. It goes a lot deeper than this, though. Based on the data collected, you should be changing your app’s behavior in order to get a better response rate on the various channels. The goal is to give users the experience they want, in order to impact them strongly. This is possible by utilizing the data and analyzing behaviors to get better usage, engagement, stickiness, and retention rates.


You have to make sure you are relevant. Especially if you’re in a competitive industry, you have to differentiate yourself, stand out, and most importantly, appear at the top of search results. As a famous meme once said, “The best place to hide a dead body is page 2 of Google search results”. Being ASO-focused is not a one-time thing; it’s a process that can generate amazing results, as long as it’s in your day-to-day schedule just like media buying and media optimization. This includes continuous A/B testing for the right title, subtitle, and description – and crafting the ultimate creative sets to convert users Investing in ASO is one of the most effective ways to see ROI, and stretch your budget to maximize results. It’s a holistic discipline, involving many of the points mentioned previously, but with the right strategy you will see success.

Mobile Marketing: Front And Center

Mobile marketing is starting to get the respect and attention it deserves. Make sure you have these areas covered when it comes to your marketing budget, and you’ll likely see even more resources flowing to you in 2020.

Jonathan Muschel
Jonathan Muschel
Jonathan currently heads up all US Accounts for Moburst. He works with brands and big startups on their mobile growth and strategy. He currently resides in NJ with his wife and newborn son.
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