Next month is Pride Month, a time to celebrate the LGBTQ+ community and their fight for rights and equality. As a marketer, you might be wondering how to prepare your app marketing plan with the right creatives, offers, etc. to be relevant for Pride month. Here are some tips to help you nail your Pride Month marketing campaign.

1. Partner with LGBTQ+ non-profit organizations and influencers: One of the best ways to show your support for the LGBTQ+ community is to collaborate with organizations and influencers that are working to make a difference. You can donate a portion of your app revenue to an LGBTQ+ charity, feature LGBTQ+ influencers in your app content, or create a co-branded campaign that showcases your shared values.
   With our experience and authentic Creators Community (CGC), Zoomd’s team can help you find suitable creators and influencers in the LGBTQ+ community that can help your brand or app agenda during Pride month.
2. Align with who you are as a brand: Your Pride Month marketing campaign should reflect your brand identity and mission, not just follow a trend. Make sure your campaign is consistent with your brand voice, tone, and style, and that it communicates your genuine commitment to diversity and inclusion. Don’t just slap a rainbow on your logo or app icon and call it a day. Show how your app supports or empowers the LGBTQ+ community all year round.
3. Ask your LGBTQ+ staff to be part of the campaign: Another way to ensure authenticity and representation in your Pride month marketing campaign is to involve your LGBTQ+ employees in the planning and execution of the campaign. Just like we did when writing this blog post, we asked them for their input and feedback. Your teammates are full of ideas, so why not brainstorm with them on how to create a campaign that resonates with the LGBTQ+ audience?
   You can also feature them in your app content, such as testimonials, stories, or interviews.
4. Lobby for real change: Pride month is not just about celebrating, but also about advocating for LGBTQ+ rights and equality. As a marketer, you have the power to influence public opinion and policy through your app content and messaging. You can use your app platform to educate your users about the issues and challenges facing the LGBTQ+ community, such as discrimination, violence, or health disparities. You can also encourage them to take action, such as signing petitions, contacting lawmakers, or joining protests.
5. Choose the right language: Language is a powerful tool for communication and inclusion, but it can also be a source of misunderstanding and exclusion. When creating your Pride Month marketing campaign, be mindful of the words and terms you use to refer to the LGBTQ+ community and its members. Avoid stereotypes, assumptions, or generalizations that might offend or alienate some groups or individuals. Use inclusive and respectful language that acknowledges the diversity and complexity of LGBTQ+ identities and experiences.
6. Avoid rainbow washing: Rainbow washing is the practice of using rainbow colors or symbols to show support for the LGBTQ+ community without actually doing anything meaningful or substantial. It is seen as a form of exploitation or appropriation that benefits the brand more than the community. To avoid rainbow washing, make sure your Pride month marketing campaign is not just a one-time thing or a publicity stunt. Show your long-term commitment and involvement in supporting the LGBTQ+ community beyond June.
7. Be at the right place: Choose those media outlets that will better help your pride month campaign shine the best. Zoomd’s vast media outlets and direct connection can be exactly what you need in order to be at the right place at the right time.

By following these tips, you can create a Pride Month marketing campaign that is relevant, respectful, and impactful for your app audience.
But don’t stop there. Pride month is an opportunity to learn more about the LGBTQ+ community and its history, culture, and struggles. Keep educating yourself and your staff on how to be better allies and advocates for LGBTQ+ rights and equality.

If you need help with hitting the right target audience, and thinking about the best creatives, and media channels to use to leverage your Pride month initiatives globally, you can rely on our technologies and services. Zoomd is a leading app marketing tech company that specializes in creating inclusive campaigns for apps just like yours. We have the expertise, experience, and tools to help you reach your goals and engage the LGBTQ+ audience with your app content and offers.

Contact us today to find out how we can help you make your app shine during this Pride month.

Happy Pride Month! 🏳️‍🌈

In today’s competitive app market, increasing app installs and acquiring users are crucial for mobile app success. With millions of apps available across various platforms, it’s essential to employ effective tactics to stand out and drive user acquisition. So how can app marketers try and be distinct in this competitive arena? In the following article, we will explore proven tactics to boost app installations and enhance user acquisition strategies.

Implement App Store Optimization (ASO) Strategies

Searching within app stores is one of the most common ways to install apps. ASO is a continuous process that involves optimizing various elements to improve your app’s search rankings within app stores. To maximize visibility and attract potential users, optimize your app store presence by:

1. Keyword Research: Conduct thorough keyword research to identify relevant and high-volume search terms. Incorporate these keywords naturally in your app title, description, and tags so people could search for them intuitively.
2. Compelling App Title and Icon: Create an engaging and descriptive app title that reflects its core features. Additionally, design an eye-catching app icon that conveys the essence of your app. People shop with their eyes and are attracted to show-stopping graphics. 
3. Persuasive App Description: Write a concise and compelling app description that highlights the unique value proposition (USP) and key features of your app. Use screenshots and videos to visually showcase its functionality.
4. App Ratings and Reviews: Encourage satisfied users to rate and review your app. Positive ratings and reviews, not only improve your app’s visibility but also build trust and credibility.
5. Localization: Tailor your app’s metadata, screenshots, and description to target specific regions and languages. This approach can significantly increase visibility in local markets.
6. Regular Updates: Consistently update your app to enhance its performance, fix bugs, and introduce new features. Frequent updates demonstrate your commitment to user satisfaction.

Leverage Influencer and Social Media Marketing 

User acquisition can be greatly enhanced by utilizing influencers and social media platforms. Here are some tactics to consider:

1. Influencer Partnerships: Join forces with influencers in your niche to promote your app. Their endorsement and recommendations can reach a wide audience and generate organic installs.
2. Engaging Social Media Content: Create engaging and shareable content on platforms like Facebook, Instagram, Twitter, and TikTok. Utilize app teasers, tutorials, user testimonials, and giveaways to generate buzz and attract potential users.
3. User-Generated Content: Encourage users to create and share content related to your app. User-generated content serves as social proof and can influence others to download and try your app. You can use professional services such as Zoomd’s CGC (creator-generated content) department, to reach the most precise influencers to promote your app in the most efficient way.  

Implement Referral Programs and Incentives 

Incentives and referral programs can motivate existing users to spread the word about the app, resulting in an increase in user acquisition. Several strategies can be considered:

1. In-App Rewards: Offer incentives such as in-app currency, exclusive content, or discounts to users who refer others to download your app.
2. Personalized Referral Codes: Provide users with unique referral codes that they can share with their network. This method helps track and reward successful referrals.
3. Gamification Elements: Integrate gamification elements within your app to make the referral process more engaging and enjoyable. Users are more likely to refer to friends and family if they perceive it as a fun activity.

How to increase App installs

How to increase App installs?

Once you have all the above strategies in place and have applied these organic initiatives, it’s time to take your app install strategy to the next level. That’s exactly where Zoomd comes in. Zoomd’s user acquisition platform allows you to reach international audiences, grow your audience dramatically and see ROI faster than ever before. By leveraging the power of user acquisition platforms like Zoomd, marketers can access advanced targeting, optimization, and analytics features, ensuring their campaigns reach the right audience and drive maximum app installs. 

With continuous evaluation, optimization, and data-driven decision-making, developers and marketers can stay ahead in the competitive app market, effectively acquiring users and achieving success. Implement these tactics and leverage user acquisition platforms to increase app installs, expand your user base, and drive long-term app growth. Stay proactive, adapt to market trends, and prioritize user satisfaction to establish a strong and sustainable app presence.

By Keren Shlush, Zoomd Head of  Marketing

In this post, we will discuss the critical issue of data privacy in mobile app advertising and share some of the steps that companies need to take to protect user data.

App owners in the app marketing arena need to be aware of their responsibility to protect user data privacy and take necessary steps to ensure it. They should encrypt and secure user data through measures like two-factor authentication and obtain explicit consent from users before collecting or using their data. App owners should also have clear and concise data privacy policies that explain what data they collect, how it’s used, and who it’s shared with, as well as give users control over their data. Regular data audits and honesty and transparency with users are also important in building trust with users and establishing a positive reputation for respecting user privacy. Finally, app owners should protect their app’s access to user data by using input monitoring, prompt, and screen recording protections, as well as by limiting access to system preferences.

Users are increasingly concerned about data privacy: In recent years, consumers have become more aware of the amount of data that companies collect about them and how it is used. As a result, they are more cautious about sharing their personal information online and expect companies to respect their privacy.

Due to this rising concern, we saw a new privacy evolution of Apple – ending IDFA, and then following with Google’s privacy sandbox. These privacy developments were an answer to user privacy concerns while still supporting key marketing activities by online businesses.

First, the basics: 

Data privacy is the right to control your own personal data, including what information is collected and how it’s used. It’s important because it allows you to make decisions about how your personal information is shared with others. Data privacy is especially important in the context of online advertising and app advertising because companies use data collection methods like cookies and web beacons to track users across websites and apps, which can result in unwanted ads being shown on your device or computer screen.

Data privacy regulations are a set of laws that protect the personal information of individuals. These laws are designed to ensure that companies, brands and app owners do not mishandle or share sensitive data without consent, and they also require companies to be transparent about how they collect, use, store and dispose of personal information.

Today, there are many types of data privacy regulations:

• GDPR (General Data Protection Regulation)
• CCPA (California Consumer Privacy Act)
• COPPA (Children’s Online Privacy Protection Act)
• HIPAA (Health Insurance Portability and Accountability Act)
• PIPEDA (A Canadian law for Personal Information Protection and Electronic Documents Act)
• ePrivacy

Data Privacy and Ad Fraud Prevention 

In the digital advertising space, data privacy regulations are taking center stage. As a result, advertisers and publishers alike are working to ensure that they’re compliant with all applicable laws and regulations.

Ad fraud prevention is an integral part of any good ad tech stack–and it’s no different when it comes to complying with data privacy regulations. Here’s how you can use your existing toolsets to ensure compliance:

Monitor third-party data sources for sensitive information (i.e., names, addresses). If you find any such information in your logs or other transaction records related to third parties like ad networks or SSPs (supply-side platforms), make sure that each party has an appropriate consent form signed by users before sharing their personal details with them.

•  Monitor user activity on your own site/app for suspicious behavior that may indicate someone has gained access through nefarious means.
•  Use machine learning models trained on anonymized user behavior patterns from past campaigns so that new campaign launches don’t inadvertently expose sensitive information about users’ identities or preferences.
•  Implement additional checks at the network level–for example: look at IP addresses associated with each impression served across multiple devices over time; compare device IDs against known blacklisted devices; check browser versions against known vulnerable versions; etc..

App owners can take several steps to protect user data: 

1. Data encryption and security: Companies should take steps to protect user data through encryption and other security measures. This includes securing user data during transmission and storage, as well as implementing two-factor authentication and other security measures to prevent unauthorized access.
   Own the code if you can. Sure, not all app owners are able to develop their own code from scratch, but if you can, this helps ensure that they are aware of any potential privacy concerns and can address them appropriately. In iOS 13.4 and later, all third-party apps automatically have their data protected in a Data Vault.
2. Obtain user consent: App owners should obtain explicit consent from users before collecting or using their data. With iOS 14.5 and later, apps must obtain user permission through the App Tracking Transparency framework in order to track them or access their device’s advertising identifier.
3. Honesty and transparency: Companies and apps should be honest and transparent with users about their data collection practices, including any potential risks or concerns. They should have clear and concise data privacy policies that explain what data they collect, how it’s used, and who it’s shared with. These policies should be easy to understand and accessible to users, and updated regularly to reflect changes in data collection practices. Keep it simple for the user, short and clear as crystal. No one likes to read the small print, let alone understand them.
4. Give users control over their data: Companies should give users the ability to control their data, such as the ability to delete or edit their personal information, or opt-out of data collection altogether. This can help users feel more comfortable sharing their information, knowing they have control over how it’s used.
5. Regular data audits: Companies should regularly audit their data collection practices to ensure they follow data privacy regulations and best practices. This can help identify potential privacy concerns and allow companies to take corrective action before any issues arise.

Mobile App Marketing Services – App Marketing Strategy

Building trust with users is crucial for any app or online business, especially those that collect and use user data. Without trust, mobile app users are less likely to share their personal information or engage with your app or website. By following the above best practices, companies can build trust with their users and establish a positive reputation for respecting user privacy. This can help increase user engagement, retention, and loyalty, leading to long-term success and growth for the business.

App owners need to be aware of their responsibility to protect user data privacy and take necessary steps to ensure it. They should encrypt and secure user data through measures like two-factor authentication and obtain explicit consent from users before collecting or using their data. App owners should also have clear and concise data privacy policies that explain what data they collect, how it’s used, and who it’s shared with, as well as give users control over their data. Regular data audits and honesty and transparency with users are also important in building trust with users and establishing a positive reputation for respecting user privacy. Finally, app owners should protect their app’s access to user data by using input monitoring, prompt, and screen recording protections, as well as by limiting access to system preferences..

Mobile App Marketing? Marketing Strategy for an App? How to build App Marketing Strategy that protects user data?
Check out Zoomd’s Mobile App Marketing Services!

They are the biggest players in town, and they’re every app advertiser’s #1 choice, but sticking to Google and Facebook alone in your user acquisition media mix might leave a lot of customers far away from your app.

App Marketing Strategy

It comes naturally to those serious app advertisers, to use a large variety of media sources you might not be aware even exists. But it’s not just a world that belongs to the brave, those who mix a variety of advertising categories in their mobile acquisition strategy plan, are those who dare to try something different,

Those who spread their budget wider and connect with more app users, because they don’t restrict themselves only to the most expensive players in town.

And something else they don’t want you to know?

That after they diversify and diversify, they bring all their data together into one spot, mix it really well, and come out with predictive data that lets them scale even the less robust, less expensive channels.

Let’s go through some of the wealth of options waiting for you, a click of a button away, and start dreaming big.

Pour Social Media Advertising

Anyone who’s been in advertising for more than five minutes knows – Facebook is where segmentation thrives. The targeting you can do for user acquisition on Facebook is unmatched on other platforms.

So advertisers tend to invest a lot of their budget in Facebook, even though pricing there is far from cost-effective in some cases. Thankfully, with the rise of new media channels, such as TikTok and Snapchat, some advertisers actually generate better results outside of Facebook.

Moreover, advertisers that rely heavily on one channel leave themselves highly vulnerable to whatever changes this platform decides to take down the line.

Now, when things are going great for you on Facebook, is the time to test what the wealth of other social channels can provide for you so that you’re ready for the day things change.

And it’s not just that other social channels – including Twitter, Snapchat, Pinterest, Reddit and the rising star TikTok – are more cost-effective, while still offering some segmentation.

It’s that you have an opportunity to communicate differently on different channels. You can enrich the way you connect emotionally with potential app customers while staying true to your brand personality.

Take Salesforce, for example. On Twitter, they tap into lightheartedness while keeping things professional.

On TikTok, they take lightheartedness to the next level. It’s the same brand personality, and the same target audience, but with a different twist.

If these posts were ads, each of them would have converted different sectors of Salesforce’s audience, at different stages of the funnel.

For example, maybe the TikTok one would have built emotional connection and curiosity to engage with the brand more. Once a relationship was established, the Twitter post could have been used to move a prospect to consideration or purchase.
It depends on your audience, of course. Maybe your ideal customer would tap into your funnel through a data-based post, because it made her realize she’s not the only one dealing with a certain situation. But maybe she would actually download your app only when saw the TikTok ad, and realized you just get her personality.

Add Mobile User Acquisition Platforms – Best mobile advertising platforms?

According to Apple Search Ads, 70% of app store users use the search option to find new apps, and 65% download an app directly after conducting this search.

Source: Apple Search Ads

Therefore, it could make sense to pay for placing your app at the top of the search results, and test to see what happens. But at the same time, you’ll want to leave room in your budget for Google Universal App Campaigns (UAC), which use machine learning to find accurate app customers.
According to internal Google data, “advertisers that optimize in-app actions with UAC, on average, drive 140% more conversions per dollar than other Google app promotion products.”

UAC lets you advertise “across Google Play, Google.com, YouTube and the millions of sites and apps in the Display Network,” according to Google.

There are so many platforms and media sources to choose from – just check out Appsflyer’s latest performance index. So consider adding these channels to your user acquisition mix, since they were developed for app advertisers. Over time, you’ll be able to see what the true conversion rates are for your specific app.

User Acquisition for Mobile Apps? Sprinkle Some Influencer Advertising

What do you do when your car battery dies? If you’re Nathon Apodaca, and you live in a trailer with no running water or electricity, and you have two teenage daughters to take care of… you use your longboard to get to the potato farm where you work. And you film a TikTok video to cheer up a pandemic-ridden world. Say, a video of yourself drinking Ocean Spray Cran-Raspberry while longboarding, as an “ode to Fleetwood Mac,” which, you know, goes viral and gets 26 million videos, according to The Drum.
Then, you end up inspiring other creators to make similar videos, “including the 73 year old Fleetwood Mac’s namesake drummer Mick Fleetwood, who specifically joined TikTok just to get involved,” according to The Drum.

In video after video, TikTokers film themselves drinking Ocean Spray Cran-Raspberry. Ocean Spray’s marketing department eventually hears about it – and decides to take action:

It reached out to Apodaca, and gave him a brand new car, according to The Drum… filled with Cran-Raspberry bottles, of course.

Not your classic influencer advertising campaign, but a very classic “surprise and delight” strategy, that ended up making even bigger waves. Two months after publication, that original video has 71.5 million views and Apodaca is selling merch – including shirts featuring a photo of himself drinking the now-famous drink.

Ocean Spray’s reaction likely increased enthusiasm for the brand in a way that would have been challenging to achieve otherwise. To further strengthen the bond with the enthusiastic audience, Ocean Spray’s CEO joined TikTok and did the challenge himself, reported The Drum.

While this kind of opportunity might not present itself for most brands and apps, consider it an invitation to think outside the box.

According to the State of Influencer Marketing 2020 Benchmark Report, influencer marketing has grown by “at least 50% each year” since 2016. Leaning into (or creating) trends, showing your appreciation to a community or its leader, making a real impact on an everyday hero’s life… can all help you stand out even if your product or app doesn’t gain fame on its own.

There are many ways you can diversify your influencer advertising strategies to convert better in your app campaigns:

• The type of influencers you partner with. A dad with no running water, working in a potato farm, isn’t the usual influencer agencies look for. How can you reach untapped audiences?
• The channels you sponsor – whether one influencer promotes your app across multiple channels, or you choose different influencers for different channels.
• Audience reach. Bigger isn’t always better.

Source: Influencer Marketing Hub

Mix with SDK Ad Networks

Then there are the ad networks. Some of the biggest SDK ad networks include ironSource, Vungle, Applovin and Unity. Each one gives you a different advantage, allowing you to easily monetize your app’s ad space inventory.

Need interactive or playable ads? Applovin can help you. Need video ads? That’s exactly what AdColony and ironSource focus on.

Just understand that in the realm of so many SDK or ad networks also comes the dirty hassling of fraudulent advertising argued to take 80% of ad budgets in SDK campaigns.

At the risk of a shameless plug, that’s why we added an extra layer for fraud detection. If you want to tap into 600+ global mobile media sources (including Snap, Google and TikTok) in one dashboard in a safe way, and have one channel’s data supercharge the targeting you do on another channel, give Zoomd a try.

Of course, whichever platform you choose, it’s critical to examine its measurement and fraud detection capabilities. You’ll want a platform with a strong enough infrastructure that it can provide accurate data – maybe even predictive guidelines – and as much security as possible, to make sure only real human beings download your app.

Stir in Some Programmatic (Yes, for Performance Campaigns)

Programmatic is the general term for digital media buying, made in an automated, real-time bidding process, that allows advertisers to purchase ad inventory by specific contexts, resulting in hyper-targeting.

With out-of-home screen usage becoming more frequent, programmatic buying can also be done on those constantly evolving inventories.

One aspect of programmatic advertising is guaranteed impressions. A price is pre-determined by the buyer and seller before the impressions go live on the app or website.

Programmatic campaigns allow you to nurture potential app customers and increase your profit long term.

When your app needs to amplify its message, use programmatic for branding campaigns. Over time, you can shift your programmatic efforts into acquiring new users at a lower cost than you’re used to seeing on pure performance campaigns.

Bake All Your Data Together for Sweet App Growth

As you plan your mobile user acquisition strategy, diversify as much as possible. To do that without breaking the bank, use a platform that gives you access to as many sources as possible. It will help you to diversify advertising categories and diversify channels within each category.

But then bring it all together.

Use one dashboard to keep track of everything, to save serious time on the optimization process, reporting and data crunching when you’ve accumulated enough data across various sources and campaigns.

Use one platform to integrate data across channels, to improve your targeting even on less robust channels, and gain a bird’s-eye view on all your UA campaigns together. It will help you know more about your audience and its behavior.

This data is yours to be used wisely as you keep on growing. Before you know it, your app will be making a difference in so many more lives.