How to use the 5A marketing strategy to promote your mobile app
Mobile apps are the best thing to happen to humankind since sliced bread. As the number of smartphone users is growing day by day, it is becoming easier for businesses to cross geographical and demographic boundaries and reach an infinite number of potential customers.
However, promoting the app may actually not be as easy as it sounds. As it has become easier to turn websites to ask, the competition in the eCommerce realm is also increasing.
Every business and brand is willing to stand out and get noticed by their potential customers. However, only those who are ready to walk that extra mile, manage to succeed.
In order to attract a huge number of app downloads, traction and sales, you must move ahead strategically and stay updated on the latest marketing and promotional trends.
Today, we will tell you about one such marketing strategy that can play a deciding role in the growth and expansion of your brand. So, stay tuned and discover all about it!
5A marketing strategy: An introduction to the concept
The marketing experts and gurus have conceptualized many models and strategies that make it to the coursebooks of marketing and business schools and specialized case studies.
While it is not feasible for every brand owner or marketer to know all of them and implement them, you can always pick the ones that are suitable and effective.
Today, we will discuss a similar marketing strategy that is simple, yet powerful enough to fuel the growth of your mobile-friendly business.
We will talk about the 5A marketing strategy which is a unique way of tracing the consumer path and purchase funnel. Knowing about these stages can help you in making better sales and marketing decisions.
While there are many marketing models that fulfill the same purpose, most of them are rigid and try to influence the consumer to follow a lead, rather than adapting to the consumers’ journey itself.
However, the 5A marketing model is quite flexible and adapts to the customers’ needs and purchase behavior. This intensifies the efforts and channelizes them in the right direction.
The 5As in the marketing model stands for:
These five elements together define the different levels of the purchase funnel and the different stages of the purchase journey of any potential app user or consumer.
5As that cover the A to Z of the buyer’s journey
The 5As or the 5 stages of the consumer path that together constitute the marketing model have been elaborately explained below.
The description is backed by relevant consumer touchpoints and impressions for each stage for a better insight. Let us discover them all one by one, in chronological order:
#1: Awareness
This is the first stage where the buyer gets aware of the app or the brand. Here, your primary target is to introduce or re-introduce (in the case of lapsed buyers) the products or services to the targeted customers in eye-catching packaging.
This is the crucial point that decides the buyers’ journey and their response to the various stages of the purchase funnel. You can make consumers aware of the app in a variety of ways. This may include app install ads, social media promotions, website ads, emails, push notifications, and more.
Customer Touchpoints:
Customer’s Impression: I am informed about the brand / I know about the app
#2: Appeal
Once your potential buyers have discovered the app or have been introduced to it, it is time to woo them and communicate the benefits and advantages of the app to them.
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Pique their interest in the app through elaborative and catchy ads, social media posts, carousel ads, and more. Highlight all the premium features of the app and show how it can cause a difference in their life. Attract and encourage them to move to the next stage and keep responding to your endeavors as they do so.
Customer Touchpoints:
Customer’s Impression: I like the app / The app appeals to me.
#3: Ask
By the time the consumers reach this stage, they have their interest generated in the app or the brand as a whole. This will then prompt them to look out for more information and gather more details about the product. That is where the next set of your goals should come into play.
Make sure that when the consumers approach you for help, you offer them adequate support. Also ensure that you have enough reviews, app ratings, social proof, etc., on different platforms and a robust brand image online. This will encourage.
Customer Touchpoints:
Customer’s Impression:?I agree / I am convinced with the app or brand idea.
#4: Act
This is the stage where?all your efforts actually ripen and take a fruitful course. As the consumer reaches this stage,?he?is ready to take a beneficial action like?downloading the app,?buying the products,?purchasing a subscription,?etc. As it all boils down to conversion, this stage is very crucial.
Hence, make the consumers’?journey easy and smooth as they download the app and make a purchase.?Offer an?easy access to download,?ensure that your app listing is convincing, make checkout or purchase easy,?and?so on.
Customer Touchpoints:
Customer’s Impression:?I will download the app / I will make a purchase.
#5: Advocacy
While you can still manage to convince many customers to download an app or make a purchase, retaining them can be a quite huge challenge. Hence, deliver a quality experience to your app users and buyers if you want them to reach this stage.?Also, once you manage to do so, it can prove to be revolutionary for your brand.
As the consumers that reach this stage,?begin to return to your app and shop?regularly. Also try to incentivize their experience further and convince them to share and refer the app in their circle. You can also offer?rewards, coupons, loyalty gifts, and more.?The goal should be to turn customers into brand advocates who benefit your brand image and sales through word-of-mouth and referral publicity.
Customer Touchpoints:
Customers’ Impression:?I?refer to and?recommend the app/brand / products.
That was all about 5A marketing. Implement the marketing strategy and encourage the buyers to traverse through the purchase funnel and become your loyal customers.