6 Ways To Power Mobile App Marketing With Artificial Intelligence

We can all agree that combining artificial intelligence with mobile app marketing sounds exciting. But, then again, there’s something about AI that seemingly sends a shiver down people’s spines.

You see, in the current era – where 54% of companies that have implemented AI report enhanced productivity – many people fear for their jobs. Even marketers believe that machines are increasingly taking over their roles.

Or are they?

Well, one thing’s clear. We can’t deny that machines are indeed taking over in all industries- including mobile app marketing and development. As a matter of fact, the year over year spending for AI technology is only expected to increase. Businesses have already increased their investments in AI by 62% between 2019 to 2020.

Spending On Emerging Technologies
How Do Users Get to Know About New Apps? Source: Forbes

And the corresponding progress is expected to be exceedingly exponential that by 2025, 95% of engagements with users and customers will be conducted without humans.

Now, I can guess what you might be thinking at this point. That mobile app marketers and developers are gradually becoming redundant. But you know what? That couldn’t be further from the truth.

But while many are focused on the fact that AI has eliminated about 1.8 million jobs, the real question to ask is, “How many jobs will AI create?”

The truth of the matter is that this technology will actually generate even more jobs – 7.2 million of them. So, instead of viewing it as a threat, think of AI as a tech tool you can capitalize on to reinforce your role by boosting the overall app marketing campaign.

How, you might ask?

Well, in a moment, we’ll discuss how AI is revolutionizing mobile app marketing. But, to understand the whole thing, let’s go through the basics first: What exactly is artificial intelligence?

What Artificial Intelligence Entails?

I bet you’ve come across this term many times already. However, despite the persistent recurrence of the AI concept, it’s admittedly quite a tricky term to define accordingly. There are multiple varying descriptions out there, which can be pretty confusing from time to time.

Now, quite simply, artificial intelligence entails the use of non-human elements with human-level intellect to methodically execute intelligent processes. It essentially makes it possible for machines to systematically process real-time data according to habitual human behavior and actions.

That said, AI seeks to achieve the following adaptive intelligent capabilities:

  • Knowledge-context management
  • Machine vision
  • Natural language processing
  • Machine learning

But, here’s the kicker – AI is not fully independent.

It substantially relies on human-developed programming to operate efficiently. And the consequent accuracy depends on the structure, amount, frequency, and quality of data the AI algorithm is engineered to collect.

Types of AI algorithms
Types of AI algorithms. Source: Dataiku

All things considered, a well-defined AI system could turn out to be one of your principal app marketing assets. It has the power to revolutionize your entire campaign by not only streamlining data collection, but also enhancing analysis, decision making, and user interaction.

Well, of course, you can bet everyone wants a piece of this action. That’s why, in fact, Gartner predicts that half of all online ads will utilize AI for intricate and detailed personalization by 2024.

But, let’s face it – only the most strategic approaches will be able to generate the best marketing results. And that requires professionals who know just how to blend AI with their app marketing services.

Come to think of it, that’s no walk in the park.

AI is consistently morphing at an astronomical rate, and so is digital app marketing. Merging the two effectively is only possible after you’ve critically analyzed the capabilities and factor in the limitations of today’s AI – all in line with different promotional tactics. Then, you’ve got to subsequently use the findings to set up a dynamic and flexible marketing framework encompassing all the relevant parameters.

Confusing? Well, thankfully, we’ve got your back. PreApps happens to have successfully promoted more than 3,000 apps using various tools, including artificial intelligence. As part of our work, we’ve tried and tested multiple marketing strategies while embedding various forms of AI systems.

And here are the results…

Role of Artificial Intelligence In Mobile App Marketing

1. Delivering Personalized Content

We’ve previously discussed the relevance of content in mobile app marketing. In fact, we ultimately established that leveraging various forms of content is undoubtedly a great way of reaching out to your target audience.

Fair enough. But, one thing’s missing – how exactly should you optimize the content to engage your audience accordingly?

Now, there are multiple approaches you could capitalize on here. However, true engagement is best achieved through well-personalized content.

And you know what?

You see, personalization is incredibly effective in that the vast majority of marketers report numerous benefits from using it – including improvements in brand building, lead generation, and customer acquisition.

Salesforce - Benefits of Personalize Marketing
Salesforce – Benefits of Personalize Marketing Source: Salesforce

But, interestingly, while 92% of marketers are using personalization in some form, 55% do not believe that they have enough data for their marketing to be effective.

And that’s precisely where artificial intelligence comes in. AI-powered applications can make hyper-personalization a reality.

Most Effective AI-powered applications used in Hyper-personalization Strategy
Most Effective AI-powered applications used in Hyper-personalization Strategy Source: Ascend2

When it comes to mobile app marketing, AI employs machine learning to extensively sort through data, analyze each component independently, and subsequently make informed decisions about their respective preferences.

The content distribution system then takes advantage of the findings to automatically deliver well-personalized content to the target market. In the end, you get to communicate with each prospect differently, using offers that are uniquely aligned to their needs.

2. Providing In-Depth Insights

In the past, mobile app marketers principally defined their audiences based on insights made up of demographics like gender, location, age, and device type. Although this system was fairly helpful, it had one significant weakness – the data was quite generic.

Well, that’s until artificial intelligence found its footing in the marketing scene. It now goes beyond the previous boundaries to gather large sets of data for extensive analysis, which in turn helps us understand our audiences on a much deeper level.

If you need to predict how your app might be received after launching, for instance, you could simply generate insights from an AI engine to collect data from your prelaunch app marketing campaign plus app review user feedback. Then, you can analyze the corresponding trends and sentiments to establish predominant market patterns that might recur in the future.

Due to such capabilities, 61% of marketers now believe that AI is the most important element in their data framework. Additionally, a recent survey further established that artificial intelligence is indeed generating deeper insights through comprehensive data analysis, which ultimately boosts overall functionality, creativity, and decision-making.

eCommerce - AI Primary Benefits To Companies
AI Primary Benefits To Companies Source: KUNGFU.AI

3. Achieving Automated Reasoning

Come to think of it, generating valuable data insights doesn’t have to be the end game. AI can go beyond that to act as your marketing minion, by taking relevant actions based on its data analytics.

But how does that work?

Ok, have you ever heard of automated reasoning? It basically entails using pre-defined sets of rules to automatically execute tasks based on data collected and analyzed by a machine learning engine. You can think of the whole thing as an artificial intelligence system that’s capable of making smart decisions without your intervention.

All in all, the objective is to respond to each individual interaction instance accordingly, based on the corresponding user behaviors, demographics, and preferences. In other words, it’s a form of personalized mobile app marketing that automatically takes action to influence various prospect decisions – according to specific usage patterns.

A perfect example would be a tool that you program to respond to site visitors who qualify as warm prospects after viewing your app demo video. It could perhaps attempt to influence the consumer decision journey by automatically redirecting viewers to your app’s App Store page.

And speaking of which, the standard customer decision journey framework provides multiple points for embedding dynamic automated reasoning protocols.

Consumer decision journey
Consumer decision journey. Source: Brian Solis

4. Intelligent Keyword Optimization

By now, it goes without saying that your App Store optimization strategy relies heavily on the specific keywords you choose for your app.

Now, that might seem like a pretty simple undertaking at first. But, if you’ve tried tracking the performance of various sets of keywords, you may have noticed how complicated the whole thing can get.

With 2 million apps and counting, the App Store is certainly no easy place for a beginner app. It’s a jungle made up of competitive apps that are always thirsty for new users. So, you can bet that many of them have already beaten you to the list of generic keywords.

But guess what?

Fortunately, it turns out that you can still work around that by utilizing artificial intelligence. Instead of repeatedly testing out multiple sets of keywords, you can simply take advantage of AI to identify the most suitable ones right off the bat.

A robust tool basically analyzes numerous factors, including popular App Store searches, keyword thesaurus, your app’s metadata, competitor apps, app search traffic, and keyword clusters to generate a list of ideal keywords for your app.

And that’s not all. It can also monitor the consequent search traffic patterns to help you adjust accordingly to changing market preferences and trends.

5. Engaging Users with Chatbots

Over the past couple of years, chatbot tech has grown astronomically to become one of the most dominant components of today’s AI. And since the use of voice assistants like Siri, Google Assistant, and Alexa, on a daily basis has been steadily increasing, you could say that almost all smartphone users are now familiar with chatbots.

US Voice Assistant Users And Penetration 2017-2021
US Voice Assistant Users And Penetration 2017-2021 Source: eMarketer

As a matter of fact, many have grown incredibly fond of technology. Sixty-two percent of consumers stated that they preferred to use a chatbot to interact with a business, particularly if they needed an instant answer to a question. Furthermore, companies using chatbot AI have seen a 67% spike in conversions – with 26% of all sales occurring through an interaction with a chatbot.

That said, it just so happens that mobile app marketing is also tapping into this newfound optimism among consumers. We’re now adopting various forms of chatbots to automatically engage prospects, as well as collect valuable feedback from regular app users.

While some apps have embedded text chatbots, others have integrated voice-based mechanisms.

6. Competitor Analysis

Interestingly, artificial intelligence has also changed how businesses relate to their competitors.

Instead of hiring professional spies, businesses are now relying on artificial intelligence to legally monitor their competitors’ moves and strategies. As a result, it’s expected that in 2020, insight-driven brands will be stealing about $1.2 trillion per year from their uninformed counterparts.

And if you happen to assume that this tactic is only meant for a select few, then get this – 84% of enterprises are now capitalizing on AI to achieve competitive advantage.

Reasons for AI
Reasons for AI. Source: Statista

In other words, if you’re not leveraging AI to gain insights into your competitor apps, then you can be sure that someone is already monitoring your app marketing campaign.

Now, the best way to counter that would be setting up a comprehensive competitor analysis system with proven tools for all the relevant marketing channels. Combined, they’ll help you catch up or stay ahead of your rival apps by tracking and responding accordingly to their individual marketing efforts.

App Secrets Book

Key Takeaways

  • Although AI has eliminated about 1.8 million jobs, the truth of the matter is that it will create 7 million new jobs.
  • 92% of marketers currently utilize AI personalization – but 55% require more data in order to create more customized experiences.
  • AI employs machine learning to extensively sort through data, analyze each individual independently, and subsequently make informed decisions about their respective preferences.
  • AI now goes beyond the previous boundaries to gather large sets of data for extensive analysis, which in turn helps us understand our audiences on a much deeper level.
  • 61% of marketers now believe that AI is the most important element in their data framework.
  • Automated reasoning basically entails using pre-defined sets of rules to automatically execute tasks based on data collected and analyzed by a machine learning engine.
  • A robust AI tool basically analyzes numerous factors, including popular App Store searches, keyword thesaurus, your app’s metadata, competitor apps, app search traffic, and keyword clusters- to generate a list of ideal keywords for your app.
  • 62% of consumers are happy to use an AI-powered chatbot to engage with a company.
  • Chatbots have increased online conversions by 67 percent.
  • We’re now adopting various forms of chatbots to automatically engage prospects, as well as collect valuable feedback from regular app users.
  • 84% of enterprises are now capitalizing on AI to achieve a competitive advantage.

Conclusion

Companies who fail to capitalize on AI for their marketing campaigns and software applications will quickly be taken over by their competitors. Artificial intelligence offers numerous advantages – particularly in terms of hyper-personalization, data collection, and analysis.

So, what do you think about artificial intelligence? Is it something you might consider for your mobile app marketing? Share your thoughts through the comments section.

And, as always, feel free to reach out to our expert marketers to learn how to implement an AI system tailored to your precise needs.

Sean Casto
Posted By

Sean Casto

I am the founder and CEO of PreApps.com, the leading mobile marketing and discovery platform. I have been a guest speaker at industry conventions for Microsoft and Samsung and lectured at Universities such as Northeastern and Harvard. I have acquired a deep understanding of the struggles developers face and a passion to serve the growing mobile app community.

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