Mobile App Marketing Plan in 2023: A Step-By-Step Guide

Beatrice Bursese
January 17, 2023
Mobile App Marketing Plan in 2023: A Step-By-Step Guide

Have you ever wondered what drives you to download one app rather than the others that result in the app store? Overall, the apps that appear in the top search results in Google or Apple stores are more likely to be installed. They occupy that strategic position thanks to an accurate mobile app marketing plan which helps with the acquisition of users for apps.  


1. Definition of Mobile App Marketing strategy

Mobile app marketing strategy describes all the marketing campaigns designed for the acquisition of app users and the increase of revenue. Mobile app marketing should not be confused with mobile marketing, since the former refers to the process of running marketing activities on mobile devices, such as email marketing and mobile web advertising. On the other hand, mobile app marketing includes marketing campaigns designed for users' experience, with the aim of acquiring them, boosting their engagement and monetizing. 

Mobile app marketing can bring some important benefits to your app, such as an increase in revenues and ROI and the growth of the user base, which will help you win the competition in the market. In fact, due to the high-competition business, you will need a proper mobile app marketing plan to succeed in a wide market.

When talking about mobile app marketing, we should take into account the concept of marketing funnel, which is a visualization for understanding the process of turning leads into customers. The marketing funnel is made up of some specific stages, which are awareness, acquisition and retention. Sometimes, the user can go back and forth from one stage to another creating a sort of loop. Since the goal of your campaign is growing your user base, you need to acquire loyal users, who might also recommend your app to others.


2. The awareness stage

The awareness stage is a pre launch stage in which you will need clear brand messaging and positioning that will help you connect with potential customers. For this reason, you will need to decide on a launch date, also offering a solution for a pain point which is already present in the market. This will help you differentiate your app in the market, carrying out a competitive analysis. You should also be able to perform proper use of social media creating connections with users.


3. The acquisition stage

On the other hand, the acquisition stage focuses on gaining users and generating installs using many different marketing strategies. This acquisition stage is a constant process that needs regular monitoring. This process will help you ensure a high ranking in app stores. In this stage, you can employ several different creative strategies, such as paid ads, app store optimization (ASO), and video content spread through influencers on social media.


4. The retention stage

The final stage is the retention stage, in which you need to learn how to maintain your users, keeping them engaged in your app. The retention stage is fundamental because it is related to monetisation. Therefore, the most important thing you need to do is retaining your users and making them generate in-app revenues. 

The most effective ways to ensure long-term users are:

  • Communication
  • Push notification
  • User experience
  • A/B testing
  • AI and chatbots
  • Personalization
  • Keep it simple

Communication aims to build more interactive relationships with users thanks to in-app relevant messaging. Similarly, push notifications alert users about special offers to boost their engagement. These would be two great solutions for the boost of the app revenues. Talking about the user experience, it should not create any issues for the user, whether related to features, design, and functionality.

A/B testing is another way of improving your app, thus, regular A/B testing helps adjust the app’s features according to user preferences increasing their engagement and the overall income. However, you can’t always solve any user problem or question: that’s why AI chatbots have to come into play. In this case, the answer is immediate to questions, and the interaction can help you collect customer feedback or run surveys, for example.

Personalization is another main point for the optimization of your app marketing plan because personalizing the user experience simplifies the user’s use of the app and encourages them to rely on that app for playing games, making transactions or ordering food, depending on the type of app. However, you should always keep it simple, without overwhelming users with many requirements for personal information during the sign-up step.



During the app marketing plan optimization, all the stages introduced in the article can be crucial for the promotion of your app. The understanding of the user represents the key point for the success of your app, that’s why you should always monitor all the shifts of the app marketing world trying to select the best solution for your users.