In-app marketing is the rapidly emerging type of mobile marketing in the mobile app development industry now. Today, many applications can survive solely on IAP, but an equal number, if not greater, depend on ad income from in-app advertising (IAP) as a major revenue source.

But wait, what is IAP (In-App-Marketing) ?

In-app marketing

In-app marketing is not a confusing phrase; it clearly refers to a communication or marketing effort that you deliver to your application's consumers while they are using your app. According to this theory, in-app marketing is aimed at current users instead of potential ones. This distinguishes it from various app marketing techniques such as push notifications and inbound marketing etc.


In-app marketing makes use of user information within the app to send targeted and personalized content that promote in-app interaction, retention rate, and facilitate the purchase of new items to current customers. Moreover, in app marketing strategies may be used for a range of purposes, such as acquiring new users, introducing new features, or obtaining feedback, but the desire to connect out to existing consumers is the most significant overall advantage. Maintaining communication with current customers allows you to urge them to stay, which is critical when attempting to lower the churn rate.

Moreover, in app marketing strategies may be used for a range of purposes, such as acquiring new users, introducing new features, or obtaining feedback, but the desire to connect out to existing consumers is the most significant overall advantage. Maintaining communication with current customers allows you to urge them to stay, which is critical when attempting to lower the churn rate.

For every situation, there is an in-app marketing strategy. These marketing strategies are tailored to certain sorts of apps, while others are more general. Today, we'll talk about the in-app marketing strategies that each and every app, irrespective of industry, requires.

There are several methods to include in-app marketing including excellent content and design. The approaches listed below are tried-and-true methods for accelerating behavior and steering users towards favorable results.

1. In-app notification

Push notifications are most likely what come to mind when you think about alerts for a mobile app. They are extensively utilized and have been shown to increase mobile app downloads. In reality, lots of novel apps in the App Store employ automatic push notifications on a regular basis.

In-app alerts, on the other hand, can present consumers with a fast and visible action to be doing. Customers also find them less invasive and more useful because they have already launched the application when they appear.


Notifications can help to create routine behavior. Consider a Pinterest user who opens the application and instantly checks to see who has repinned their work. Many application users do not take advantage of all of the capabilities available. In-app alerts can entice users to explore an application more by displaying new or underutilized functionality.

2. Tips

Tooltips are annotations that instruct visitors about how to browse or utilize an application. While tooltips are typically utilized to educate new customers to an application, they can further be utilized to promote regular behavior.


3. Flash page

A flashing page is similar to a full screen pop-up. It necessitates user action, whether reacting to a CTA or opting out. This also applies to other systems notifications, such as requesting access to the picture gallery, camera, mic, and location. It encourages the users to make decisions and provides the context necessary for them to do so without experiencing insecurity.


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4. In app messaging

Many applications utilize in-app messaging to connect with potential users. In-app alerts can direct users to a message box in which they can receive detailed texts from the application's creator. While in-app conversations are frequently utilized for marketing purposes, they may also be employed for two-way conversation. You may do this on a large scale by conducting surveys or soliciting feedback, or you can deliver one-time communications to keep in with value users – or those who are ready to churn.


How can you leverage in app marketing?

Customize your users' experience

Engaging new users entails much more than simply teaching customers about using an app. It's important about revealing the worth of your software to your users and showing them that this worth will persist for decades.

An excellent in-app user experience comprises the following elements:

  • An induction process that makes it simple to get started

  • Informative instructions or tutorials of new functionality for inactive users returning after a gap

  • Accessibility to knowledge base articles or customer help is simple and relevant.

  • Concepts for high-impact activities that give users some value.


Push notification opt- in

If you don't establish a plan for connecting out to current customers, you risk losing them quicker then you could acquire new customers, or you risk over-messaging them, that is just as bad.

In-app marketing efforts are one of the most secure methods of requesting push authorization. Apps are not ordinarily permitted to ask approval again if a customer declines the generic system request. If users wish to get push alerts, they must manually alter their settings. You may, however, ask as often as you wish if you start the question within notification instead of the system prompt.


This in-app marketing strategy may be further enhanced by using tailored message scheduling. Push authorization, like all others, should be ignored unless their worth is obvious. When customers initially download the application, many users are hesitant to disclose push permissions. They haven't made a commitment to use the application yet, so why should they agree to receive push notifications?

Apps increase their opt-in rate by deferring the request till later in the customer journey.

Get more ratings

Mobile App store ratings are amongst the most powerful natural acquisition strategies available to you. With better reviews, your application is more probable to occur in search results, and consumers are more inclined to install it.

Some reviews will naturally come through, specifically if your application experiences are optimized. However, if you really want to improve your ranking, you must be persistent. In-app marketing strategies are an easy approach to encourage your most interested users to write a review. Customers are already in the application, and leaving a five-star review is as simple as a few taps on a screen.

Get more-ratings

Try tailoring the timings of the asking for even better outcomes. Increase your chances of earning a favorable review by contacting people who have recently had a satisfying experience, such as buying a product. Similarly, utilize in-app marketing to reduce the likelihood of a negative review by segmenting the users who have just suffered an app collapse.

You can maintain high customer satisfaction, and keep them interested, with a smart in-app marketing approach. Because in-app marketing is so popular, you don't have to forsake your email marketing program. In reality, the two complement each other well. Email can direct customers in the proper direction, whereas in-app messaging guarantees that they do not get a misleading blank page when they enter the application.


Even the finest app aesthetics and most enticing content won't help your email campaigns if accompanying strategies aren't in effect to close the transaction.

Marketers may gradually shift from inefficient and generic ads intended to garner views or clicks, instead consider in-app marketing and the appropriate audience for your marketing campaigns by utilizing in-app marketing.