Traditional Marketing Techniques to Complement App Launches

Life online has become nearly inseparable from life offline, and we’re seeing just how important technology has become in our day-to-day experiences. We’ve spoken previously about the importance of keeping up with the times in our article ‘IT Trends of 2019-2020 – How to Keep Up With the Progress’. One of those trends was the increasing use of augmented and virtual reality and related apps.

Apps and the smartphone have become part and parcel of modern life. We use them to entertain ourselves, to connect, to inform, to transact, and much more. In fact, they’ve become so ubiquitous that according to Statista over 6,000 mobile apps were released daily on the Google Play Store alone from 2016 to 2018. There’s a ton of competition out there if you’re releasing an app, and a big part of your launch success is determined by how well you market. While it’s a given that digital ads are going to be a part of your marketing strategy, traditional marketing techniques are just as important in drumming up excitement. Here are just a few examples of how offline marketing has been used to promote mobile applications all over the world.

Billboards

When it comes to traditional marketing, there’s nothing more traditional than billboards. They’re static, huge, and pretty much just there. However, they can also be a great way to spread the message about your app, and their visibility makes them excellent for connecting with local markets. Lazo Systems connected with billboard company Norton Outdoor Advertising to get users to download the Lazo app and use it to search for advertisements two to 50 miles near their current location. This and other similar innovations are bringing a bright new spin to outdoor advertising.

Guerilla Marketing

Not to keen on making a huge investment in traditional marketing, but still want the returns anyway? Try guerilla marketing. Guerilla marketing is a catch-all term for any type of marketing that’s unique, unconventional, and attention-grabbing. Possibly one of the most successful examples of this centers on the hugely popular mobile game Flappy Bird. While the app was already fairly popular, what shot it to viral success was the announcement that it was going to be pulled from the App Store by its developer. Whether that was intentionally guerilla marketing or not, it worked. The app netted 50 million downloads by January 2014 alone, barely a year after its release.

Direct Mail

Digital marketing for apps is cheap and easily traceable, but can be pretty short-lived in terms of staying power. You can increase the longevity of your app’s marketing campaign by investing in retargeting campaigns, and nowhere is that more effective than with direct mail retargeting. This post on direct mail retargeting by Triadex Services reports this type of retargeting can yield up to eight times more response rates than digital remarketing. Shelf life has a huge part to play in this — a digital coupon code might expire in a few hours or days, but a physical coupon lasts much longer.

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QR Codes

One method that bridges offline and online marketing would be the QR codes. QR codes work just like barcodes, and once scanned can redirect a customer to a website or app store to download an app. This is becoming increasingly popular as a marketing technique, and has seen success in both Asia and the West. As early as 2010, Verizon saw huge success with its ScanLife campaign which pulled in over 150,000 scans and led users to download Verizon apps. In the decade since, there have been countless other examples of the success of QR codes in seamlessly integrating offline and online spheres.

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