GTM Dictionary

The Go-to-Market Dictionary: Mobile App Marketing

Learn the essential terms and strategies for mobile app marketing with our comprehensive Go-to-Market Dictionary.

With an estimated 204 billion app downloads in 2019, the mobile app market remains a lucrative and competitive industry. In order to get your app noticed and stand out from the crowd, it's essential to have a solid understanding of mobile app marketing. In this article, we'll take a deep dive into the world of mobile app marketing and explore the strategies and techniques you can use to effectively promote your app.

Understanding Mobile App Marketing

Mobile app marketing is a crucial aspect of promoting and advertising a mobile application. The goal of mobile app marketing is to attract new users, increase app downloads, and ultimately drive revenue for your business. In today's competitive market, it's not enough to have a great app; you need to have an effective marketing strategy to make your app visible to potential users and stand out from the competition.

Marketing your mobile app can be a challenging task, but it's essential to ensure the success of your app. Effective marketing can help you reach your target audience, increase brand awareness, and ultimately drive more downloads and revenue.

The Importance of Mobile App Marketing

Without effective marketing, even the best apps can go unnoticed in the crowded app stores. With millions of apps available for download, it's easy for your app to get lost in the sea of options. Mobile app marketing plays a crucial role in making your app visible to potential users, standing out from the competition, and driving success for your business.

Mobile app marketing can help you achieve your business goals by increasing brand awareness, driving user acquisition, and boosting user engagement. By implementing effective marketing strategies, you can reach your target audience, build a loyal user base, and ultimately increase revenue for your business.

Key Terminologies in Mobile App Marketing

Before we dive into specific marketing strategies, it's important to familiarize yourself with some key terminologies in mobile app marketing.

  • App Store Optimization (ASO): The process of optimizing your app's listing in the app store in order to increase visibility and drive downloads. ASO involves optimizing various elements of your app's listing, such as the app title, description, keywords, and screenshots.
  • User Acquisition: The process of acquiring new users for your app. User acquisition involves various marketing tactics, such as paid advertising, social media marketing, and content marketing, to attract new users to your app.
  • Retention: The ability to keep users engaged with your app over time. User retention is crucial for the success of your app, as it can lead to increased revenue and a loyal user base. Effective retention strategies include push notifications, personalized content, and loyalty programs.
  • Monetization: The methods used to generate revenue from your app, such as in-app purchases or advertising. Monetization strategies should be implemented carefully to ensure they do not negatively impact user experience and lead to user churn.

By understanding these key terminologies, you can develop a comprehensive mobile app marketing strategy that addresses all aspects of promoting and advertising your app.

Pre-Launch Strategies

Market Research and Competitor Analysis

Launching a mobile app is an exciting venture, but it requires careful planning and execution to succeed. One of the most important pre-launch strategies is conducting thorough market research and competitor analysis.

Market research involves gathering data on industry trends and consumer behavior. This can be done through surveys, focus groups, and analyzing user reviews of competitors' apps. By understanding the needs and preferences of your target audience, you can identify areas where your app can stand out in the market.

Competitor analysis involves researching the features and functionality of similar apps, analyzing their pricing models and marketing strategies, and identifying gaps in the market that your app can fill. This information can help you differentiate your app from competitors and create a unique value proposition.

Defining Your Target Audience

Another critical pre-launch strategy is defining your target audience. Understanding your audience's needs, interests, and pain points will help you craft targeted marketing messages that resonate with them. It's important to consider factors such as age, gender, location, and interests when defining your target audience.

By creating buyer personas, or fictional representations of your ideal customers, you can better understand their motivations and behaviors. This information can inform your app's design, features, and marketing strategy.

Creating a Unique Value Proposition

A unique value proposition (UVP) is a statement that clearly communicates the unique benefits and value your app provides to users. Your UVP should differentiate your app from competitors and clearly articulate why users should choose your app. It should be prominently featured in your app's marketing materials and messaging.

When crafting your UVP, consider the pain points of your target audience and how your app solves them. Highlight the features that make your app stand out and the benefits users will receive from using it. A strong UVP can help your app stand out in a crowded market and attract more users.

In conclusion, pre-launch strategies such as market research, defining your target audience, and creating a unique value proposition are critical to the success of your mobile app. By taking the time to plan and execute these strategies, you can increase your chances of launching a successful app that meets the needs of your target audience.

App Store Optimization (ASO)

App Store Optimization (ASO) is the process of optimizing your app's listing in the app store to increase visibility, downloads, and ultimately, revenue. The app stores are highly competitive, with millions of apps vying for user attention. ASO is essential in order to stand out from the competition and attract potential users.

Importance of ASO

ASO is crucial for the success of your app in the app store. Without proper optimization, your app may get lost in the sea of competitors, resulting in low visibility and downloads. By implementing ASO strategies, you can increase your app's visibility, attract more potential users, and ultimately, increase your revenue.

ASO is a continuous process that requires ongoing monitoring and optimization. As the app store algorithms and user behavior change, you need to adapt your ASO strategies to stay ahead of the competition.

Keyword Research and Optimization

Keyword research is the process of identifying the keywords and phrases potential users are searching for in the app store. This information is used to optimize your app's title, subtitle, and description for maximum visibility and relevance.

Optimizing your app's keywords involves strategically incorporating relevant terms into your app's metadata. It's important to choose keywords that accurately reflect the features and functionality of your app, while also appealing to your target audience.

Keyword optimization is not a one-time process. You need to regularly monitor and update your keywords to ensure that they are still relevant and effective.

Designing an Appealing App Icon and Screenshots

An appealing app icon and screenshots can make a huge difference in attracting users and increasing downloads. Your app icon should be recognizable, visually appealing, and clearly communicate the purpose of your app. Screenshots should showcase your app's features and functionality in an appealing and engaging way.

When designing your app icon and screenshots, it's important to keep in mind your target audience and the overall branding of your app. Your app's visual elements should be consistent with your brand identity and messaging.

Crafting a Compelling App Description

Your app's description is your chance to convince potential users to download your app. It should clearly communicate what your app does, why it's unique, and how it will benefit users. It's important to keep your description concise and compelling, while also incorporating relevant keywords.

When crafting your app description, it's important to highlight the key features and benefits of your app. Use clear and concise language, and avoid using technical jargon that may confuse potential users.

Remember, your app description is often the first impression potential users will have of your app. Make sure it's compelling and engaging to increase the likelihood of downloads.

User Acquisition Strategies

Acquiring new users is a crucial aspect of any successful app. Here are some effective strategies to drive downloads and grow your user base:

Paid Advertising Campaigns

Paid advertising campaigns can be an excellent way to quickly drive downloads and acquire new users for your app. Platforms such as Google Ads and Facebook Ads allow you to target users based on demographics, interests, and behaviors, ensuring your ads are seen by the right people.

When creating a paid advertising campaign, it's essential to have a clear understanding of your target audience and to create compelling ad copy and visuals that will resonate with them. You should also closely monitor your campaign's performance, adjusting your targeting and ad creative as needed to optimize results.

Influencer Marketing and Partnerships

Influencer marketing involves partnering with social media influencers and bloggers to promote your app to their audiences. This can be an effective way to reach a large and engaged audience, especially if the influencer has a following within your target audience.

When identifying potential influencers to work with, it's essential to look for those whose values and interests align with your app's target audience. You should also ensure that the influencer's followers are engaged and active, rather than fake or purchased followers.

Partnerships with other businesses or organizations can also be effective in reaching new users. For example, if your app is a fitness tracking app, partnering with a gym or fitness studio could help you reach a new audience of health-conscious individuals.

Social Media and Content Marketing

Social media and content marketing involve creating and sharing engaging content on social media platforms such as Facebook, Twitter, and Instagram. This can include blog posts, videos, and infographics, as well as user-generated content and customer testimonials.

When creating social media and content marketing strategies, it's essential to have a clear understanding of your target audience and to create content that will resonate with them. You should also ensure that your content is visually appealing and easy to consume on mobile devices, as many users will be accessing social media on their phones.

App Review Sites and Press Coverage

Getting your app featured on popular app review sites and in the press can be an effective way to drive downloads and build credibility. It's important to identify relevant sites and media outlets that reach your target audience, and craft targeted pitches and press releases to increase the chances of getting coverage.

When reaching out to app review sites and media outlets, it's essential to have a clear understanding of what makes your app unique and valuable to users. You should also be prepared to provide screenshots, videos, and other assets that will help reviewers understand your app's features and benefits.

By implementing these user acquisition strategies, you can drive downloads and grow your user base, setting your app up for long-term success.


Mobile app marketing is essential for attracting new users, increasing app downloads, and ultimately driving success for your business. By understanding the key strategies and techniques involved in mobile app marketing, you can create a comprehensive marketing plan that helps your app stand out from the competition and reach its full potential.