Why Use Mobile Marketing to Build a User Base for Your App?

Burst Campaigns

A burst campaign is a process of approximately 48 hours during which extensive media buying takes place. The goal is to reach as many downloads as possible in order for the app to soar to the store’s top apps list. This kind of strategy is essential for apps that require a community of users to actually work, like most social apps. The benefit of burst campaigns is that the large amount of downloads leads to a prominent spot in the app store, which then leads to a boost in organic, quality downloads and brings down the effective CPI (cost per install) of the campaign.

This is why you should use mobile marketing for launch campaigns because new apps experience a “grace period” in which Google Play and the app store give them a little push and feature them in the top apps lists. Google and Apple do this because otherwise, the list would always stay the same, as the most popular apps in the world, well, always stay the same. Burst campaigns help leverage this period, ensuring the app has a high ranking for a longer period of time.

On the other hand, there are a few drawbacks to burst campaigns. Firstly, such campaigns require a large budget which not everyone has. Secondly, the quality standard of users generated during burst campaigns isn’t as high as that generate by slower, more calculated media buying.

Slow, Calculated Media Buying

The opposite of a burst campaign is a slower, more calculated media buying process which holds a number of benefits for apps that aren’t as social. Such apps aren’t pressured to generate a large amount of users in a short amount of time, or already have an active user base, which enables them to focus on attracting quality users. A slower media campaign allows marketers to focus on a specific vertical within their target audience and carefully select the most relevant potential users, gaining them a solid user base slowly but surely.

The drawback of new apps using this method is that after all, it does take time for apps to finally catch on and create that word-of-mouth effect appreneurs strive to achieve. Additionally, the strategy lacks the organic uplift burst campaigns have. The benefit, however, is in the quality of the users, and the fact that not many users delete the app once the campaign ends (AKA retention).