We’ve combined Branch’s expertise with AppTweak’s insights to offer actionable approaches for maximizing your app’s reach and impact in this dynamic market. Enjoy! 

— Itay Droog, Business Development Director at Branch 

1. The EMEA app scene is a diverse beast — Europe, the Middle East, and Africa are all very different. How should mobile growth leaders approach app store optimization (ASO) given this diversity? 

This diversity of cultures and market requirements across EMEA presents unique challenges and opportunities in app store optimization (ASO). Compared to other regions, acquiring app installs in EMEA requires a more localized approach. 

It’s important to localize your app metadata and creatives to each specific market, considering language differences, cultural nuances, and local search behaviors. This means using relevant local keywords, cultural references, and even optimizing your listing to highlight the features that resonate most with local users. Users in different markets tend to have a preference for a certain feature of your app over others.

For example, with localization insights in AppTweak’s Creatives Explorer, we found Photoshop Express has successfully tailored its app store screenshots for France, Germany, and Japan. Each version features local models, cultural elements, and landmarks unique to its region, making the app more appealing to native users.

Source: AppTweak

Different countries and regions also honor and celebrate unique events that can be leveraged in the app stores. For instance, Middle Eastern countries could incorporate Ramadan-related features in their metadata and creatives during the holy month to boost user engagement. 

In another example, Shein highlighted Ramadan sales within its screenshots and thoughtfully chosen background colors — orange and violet — to effectively capture the festive spirit. 

Source: AppTweak

Unlike more homogeneous markets, EMEA’s diversity means there’s no one-size-fits-all approach to ASO and app marketing. But this also opens up opportunities to innovate and capture niche markets by being more attuned to local preferences. 

Here are two tips for effectively implementing your localization strategy:

• Tailor app metadata: Customize keywords and visuals to reflect local languages and cultural nuances. For example, Spotify strategically localizes its app title on the App Store based on the preferences and search behaviors of users in different regions. In Turkey, for instance, keywords like “müzik dinle” (listen to music) and “müzik indir” (download music) have higher search volumes with scores of 72 and 65, respectively, compared to “podcast’ler” (podcasts), which has a search volume of only 5. So, Spotify adapts its title for the Turkish market to “Spotify: Müzik dinle ve indir” to better align with local search trends.Spotify also customizes its offerings by focusing more on its music library in Turkey, where its podcast collection may not be as extensive as in English-speaking countries. This allows it to better connect with Turkish users by highlighting content that resonates more strongly with their preferences.

Source: AppTweak

• Conduct market-specific A/B testing: This helps with understanding what appeals to different audiences. You can A/B test icons, screenshots, preview videos, or keywords in different regions to identify which ones drive more downloads in each region. For example, Sonic Forces – Running Game has used different A/B tests for its app icon in Germany and France. In Germany, the icon celebrated the game’s sixth anniversary, aiming to connect with fans’ nostalgia. In France, the icon showed Sonic in action, focusing on the excitement of the gameplay.

Source: AppTweak

2. What are the most effective app install channels in EMEA, and how should mobile growth leaders prioritize them? Do certain channels work better than others in specific countries or regions? 

Navigating the dynamic and diverse EMEA region for app installs requires a strategic approach, taking into account the unique characteristics and preferences of each market within the region. Given the complexity and variance in what works across different countries, it’s essential to prioritize and adapt your app install strategies accordingly.

• Expand your presence with social media ads: Platforms like Facebook and Instagram offer unparalleled targeting capabilities. According to Statista, Facebook and Instagram are among the leading social media platforms for advertising and marketing in Europe, with Facebook often cited as the platform with the highest return on investment (ROI) for marketers worldwide. Instagram also commands a significant presence in the social media advertising landscape, particularly in the Middle East. For example, a mobile game targeting young adults in the Middle East might leverage Instagram, using vibrant, action-packed creatives that resonate with the gaming community there. On the other hand, a finance app in Europe might find more traction on Facebook, targeting professionals with more informative and trust-building content.
• Leverage Search Ads to target high-intent users: Given the high intent of users searching in app stores, leveraging Search Ads is pivotal for capturing their attention at the moment they are most interested.
  For example, Apple Search Ads perform exceptionally well in Western European markets such as the U.K. and Germany, where there is a high penetration of iOS devices. This success can be attributed not only to the substantial market share but also to the affluent consumer base in these regions, which is more likely to engage with paid apps and in-app purchases. Tailoring your keywords and ad creatives to match local languages and search behaviors becomes crucial in these scenarios. This involves an in-depth understanding of cultural nuances and preferences, ensuring that your app not only appears in search results but also resonates with the target audience. By optimizing for specific local markets, developers can significantly increase their app’s visibility and engagement, leading to higher download rates and more successful app marketing campaigns.
• Focus on content marketing and SEO: Content marketing and SEO involve the creation of valuable, tailored content that aligns with the interests and search behaviors of your target demographic in specific EMEA countries. This includes a deep understanding of the cultural nuances and preferences within different regions. For instance, in areas with a high interest in fitness and wellness, a health app could significantly benefit from publishing localized content that offers health tips, dietary advice, and wellness strategies that resonate with local audiences. By leveraging local keywords and phrases that are popular within these communities, brands can dramatically improve their visibility in organic search results, making it easier for potential users to find and engage with their content.

3. Data privacy is a hot topic everywhere, and EMEA has its own set of complex regulations. How do you recommend navigating the regulation labyrinth to ensure app install strategies are compliant across all these different countries? 

Navigating the regulatory landscape of the EMEA region, with its data privacy laws and regulations, necessitates a strategic and well-informed approach to ensure compliance.

Begin by gaining a thorough understanding of key regulations such as the EU’s General Data Protection Regulation (GDPR), the UK’s Data Protection Act, and any local data protection laws in Middle Eastern and African countries. Each set of regulations has its nuances, from consent mechanisms to data subject rights, and understanding these is crucial.

In the Middle East and Africa, it’s essential to respect Muslim cultural and religious norms. For instance, referencing alcohol or pork products can be sensitive subjects. The restrictions on alcohol sales and advertising during the FIFA World Cup in Qatar are a clear example of this. Also, it’s important to remember, in North Africa and the Middle East, there are strict laws about what can be said regarding government policies, so content critical of government policies frequently faces censorship.

Next, ensure your app and marketing strategies adhere to principles of data minimization, purpose limitation, and transparency. Only collect data that is essential for your app’s functionality or your marketing needs, clearly communicate how you intend to use this data, and secure explicit consent from users where required.

Finally, make sure everyone involved in your app’s development and marketing, including third-party partners, is well versed in relevant privacy regulations and understands their role in maintaining compliance.

4. Looking into user behavior, we know, for instance, people in Berlin might use apps differently than folks in Dubai. How would you leverage data and analytics to understand these varying user patterns and optimize your app install campaigns for each country?

The first step in understanding varying user patterns is to gather comprehensive data. This can be achieved through several means:

• Data from MMPs: Mobile measurement partners (MMPs) serve as essential third-party data tracking tools for app developers and marketers, providing deep insights into user engagement with marketing campaigns and app interactions. By leveraging MMPs, marketers can efficiently track and analyze important metrics such as user behavior, retention rates, and sources of user acquisition. 
• Market research: Marketers can also conduct market research to understand the demographic, psychographic, and behavioral characteristics of their target audience in each region. 
• Competitor analysis: Similarly, monitoring competitor launches, metadata updates, reviews and ratings, and social media strategies can provide valuable data insights. 

Once you’ve gathered data, the next step is to analyze it for actionable insights:

• Behavioral patterns: Identify patterns in how users in different markets interact with your app. For example, users in Berlin might prefer using your app during their morning commute, while users in Dubai might show higher engagement rates in the evenings.
• Feature preferences: Determine if there are particular features of your app that are more popular in one region over another. Perhaps, users in Berlin favor a social sharing feature, while users in Dubai engage more with in-app purchases.
• Cultural nuances: Pay attention to cultural nuances that could affect app usage. For instance, the weekend in Dubai is Friday and Saturday, unlike in Berlin, where it’s Saturday and Sunday. This could impact the timing of push notifications or promotional campaigns for your app.

With a deep understanding of user behavior, you can now tailor your app install campaigns for each country:

• Customized messaging: Create marketing messages that resonate with the local culture and user preferences. If, for example, Berlin users are environmentally conscious, highlight eco-friendly aspects of your app in campaigns targeted at this market.
• Optimized timing: Schedule your marketing activities based on the peak usage times identified in your data analysis. Launching a campaign on Thursday evening in Dubai, for instance, might be more effective than the same campaign launched on a Friday morning.
• Feature highlighting: To effectively market your app, focus on understanding which features are most popular among your users. Use this valuable insight to refine your app store assets, ensuring they showcase these favored features prominently. In your promotional materials, emphasize the features that are most popular in each region. Use in-app events or promotional content to draw attention to these preferred features.
• Popular content: To create content that truly resonates with your audience across different regions, it’s crucial to analyze and understand their preferences. In the following example, Netflix has tailored its viewing recommendations to cater to the unique preferences of users in Rwanda and Egypt. In Rwanda, where French is a widely spoken language, the app prominently features “Lupin,” a popular French series, among the top recommendations in the first screenshot displayed to users. 

On the other hand, for viewers in Egypt, Netflix strategically positions “One Piece” as the highlight in the first screenshot. 

Source: AppTweak

5. Lastly, competition in the EMEA app market is fierce! How would you approach crafting app install strategies that help your app stand out from the crowd? 

To truly stand out in the highly competitive EMEA app market, starting with a comprehensive competitive analysis is not just helpful — it’s crucial. 

• Take a deep dive into competitors’ app keywords, descriptions, and, importantly, user reviews to uncover valuable gaps and opportunities. For instance, if you notice that competitor apps are consistently lacking features that users vocally request in reviews, this is your golden opportunity to differentiate. Focus on integrating and prominently highlighting these sought-after features in your app.
• Improve your app’s visibility with ASO. Research and understand what local users are searching for in the app stores. Use this insight to select keywords that matter most to them, and incorporate these into your app’s title. This not only boosts your app’s visibility in search results but also ensures it resonates with the local audience, leading to better engagement and higher satisfaction. For example, analyzing Fitness App: Gym Workout Plan across Germany, Spain, and Egypt revealed specific keyword trends in each market. In Germany, keyword searches for fitness frequently include “sports,” “training,” and “ernährungsplan” (nutrition plan), indicating a holistic approach to fitness encompassing both exercise and diet. Spanish users more often search for “lose weight” and “home training,” highlighting a focus on weight loss and convenience. In Egypt, “exercises” in Arabic is a popular search term, showing a broad interest in physical activity. Fitness App has effectively enhanced its appeal in Germany, Spain, and Egypt, respectively, by localizing its title with the most searched keywords in these regions, along with optimized screenshots that showcase models in native attire and include cultural elements.

Source: AppTweak

• Adapt your app for local trends and languages to ensure a genuine connection with native users. For example, if your app is designed for users in Spain and France, make sure the keywords, description, and even the app’s content are localized, not just translated. 
• Encourage user ratings and reviews to boost your app’s visibility and credibility. An effective strategy for achieving this is by incorporating in-app review prompts that politely remind active users to leave a review. For instance, Duolingo offers personalized progress updates to nudge users toward leaving feedback. This not only makes users more inclined to give feedback but does so during moments of positive user experience, likely leading to more favorable reviews.
• Constantly monitor and adapt your strategies in response to evolving trends and feedback. This is critical to ensure long-term success in the fiercely competitive EMEA app market. 

TL;DR

To effectively navigate the diverse and dynamic EMEA market, consider these key strategies:

• Localize your ASO efforts by tailoring app metadata and creatives to specific cultural and linguistic nuances. You could also integrate local cultural events and holidays in your app to enhance engagement and retention.
• Conduct region-specific A/B tests on elements like icons, screenshots, preview videos, and keywords to determine what resonates best with local audiences and optimize conversion rates.
• Use data analytics from MMPs, market research, and competitor analysis to adapt to local user behaviors, ensuring that your app’s features and marketing messages align with regional preferences.
• Expand your presence with targeted social media ads on platforms like Facebook and Instagram, and leverage Search Ads to capture high-intent users with localized keywords and creatives.
• Ensure compliance with local data privacy laws and cultural norms for conducting business ethically across different EMEA regions.
• Perform thorough competitive analysis to identify gaps in the market and user needs, then enhance your app with highly requested features that competitors lack.
• Continuously optimize your app’s visibility through tailored keyword strategies based on in-depth market research, aligning with what local users search for in app stores.
• Encourage and leverage user reviews to boost credibility and visibility, implementing strategies to garner positive reviews and improve your ASO performance.

The post App Install Strategies for EMEA appeared first on Branch.

I met with the team at In Digital — a performance-led growth marketing agency — to discuss these challenges and top strategies to overcome them. Our conversation delves deep, uncovering actionable insights to help brands navigate this evolution. We explore key considerations for smooth transitions, including the integration of offline and online marketing for consistent messaging, how to identify and align your target audience across platforms through data and segmentation, and technology to bridge the offline-online-mobile divide with strategies like QR codes and smart banners. Get ready to thrive in the age of mobile-centric consumers!

— Itay Droog, Business Development Director, EMEA at Branch

Before we jump deep into the topic, can you tell us a little about your company?

Of course! We are In Digital. As the name suggests, we are a digital marketing agency founded on the idea of breaking down traditional agency/client barriers, working in-house as an extension of our client teams. Our team is made up of passionate digital marketing experts who support clients across the full funnel: from paid media and app marketing to onsite and in-app conversion optimisation, creative, data, BI, and analytics. Everyone at In Digital is not only a digital specialist but also has data and technical knowledge. We firmly believe that this is a requirement to really make a difference for our clients and be ahead of the curve in the ever-complex, data-flooded digital marketing landscape. Plus, we are a fun team to work with!

Can you walk us through the key considerations when transitioning users from traditional offline media channels to online platforms, and subsequently, to mobile apps? What challenges and opportunities does this transition present when building a brand’s strategy? How does expanding your digital offerings with mobile support build that strategy?

Unlike digitally-native businesses, traditional brands expanding their proposition from offline to online face distinct challenges. First, brands whose users associate a strong legacy value with their physical products must navigate beyond technical considerations to preserve their essence, digitally. In other words, it’s essential to discern how product value and experience translate into the digital sphere. Second, it’s key to understand which parts, if not all, of their product or service offering should (or could) be made available digitally, and to what extent. 

Depending on their industry, some businesses opt for a supplementary or complementary digital offering to enhance their physical products or services, while others undergo a complete digital transition. These strategic choices hinge on understanding current and future audience preferences.

One of the most radical examples of this is The Independent. In 2016, it made the controversial move to become an online-only publication — one of the most abrupt transitions from offline to online in U.K. publishing. Not only was it challenged with maintaining its influence without a physical presence on newsstands, but it was also tasked with migrating its huge reader-base online. Nonetheless, as a brand, it capitalised on the opportunity to reach brand-new users in previously untapped spheres. Conversely, competitors like The Times or Financial Times use web and apps to complement their physical offerings.

For e-commerce or, more generally, D2C businesses, the transition has taken a slightly different shape. While the actual product can’t be digitised — unless you’re dressing or ordering food for your avatar or NFT — the core of the transformation has been around digitising the user experience. And in this example, too, we have some differences: In retail, we see digitally-native businesses like ASOS or Ocado competing with traditional brick-and-mortar shops like Zara, H&M, Tesco, and so on, with both a physical and digital experience. Having a presence on the high street still brings a lot of value to brand awareness and recognition. Brands without it need to put additional consideration into how they can bolster their brand engagement. However, in all instances, having a digital experience, online or in an app, is now imperative. 

There are undeniable benefits for brands using mobile apps, especially as a unique avenue to deepen user engagement and connection with the brand. They enable richer experiences and multimedia capabilities, fostering continuous connectivity with audiences and driving action, particularly through push notifications. They can foster a sense of community among their users, and brands using them can create unique value through exclusive initiatives such as discounts, early-bird access, member perks, and connected in-store and app experiences.   

We are used to hearing that older demographics are more accustomed to offline media and therefore require more targeted efforts to transition online. However, there’s a clear trend emerging among the younger generations, associating value with the physical version of products that they are used to consuming digitally. This will be a key trend for every brand to watch and potentially respond to through their proposition.

Beyond demographics, other key considerations around transitioning or expanding an online proposition include product and content adaptability, technological infrastructure, and user experience. The user experience on online platforms and mobile apps should be seamless to encourage adoption. The challenges in this transition mainly lie in effectively managing these considerations. For example, transitioning content while maintaining its quality can be a delicate balancing act. Technological challenges, such as ensuring a robust and secure infrastructure, are also significant.

In today’s multi-channel landscape, how do you recommend integrating offline and online marketing efforts to create a seamless user journey? What role does each channel play in reinforcing the brand message and driving users toward mobile app adoption?

The short and cliche answer: Distinct brand messaging across all channels is crucial. Each channel’s unique strengths should be maximised to reinforce the overall brand narrative.

But to take this a step deeper, there are multiple levers at play. First, back to the question above, the approach hinges on the brand’s product strategy for its target audience(s). Brands should segment their audiences depending on how they know they’d like to experience the product and prompt them accordingly. 

For brands retaining a physical product or presence, connected experiences offer a unique way to bridge the online and in-app journeys to the “offline” world — as long as they make the experience easier and more convenient to the end user. For example, brands using member QR codes have replaced the need for a receipt in high-street stores, making purchases and returns faster. Plus, they can get more data back under a single customer view. In media and publishing, digital content brings a series of unique advantages including real-time newsfeed updates, 24/7 availability, cross-content linking, multimedia access, and of course, portability. Publishers with apps can take this further by allowing content to be downloaded offline, saved for later, narrated, and shared with friends. Having a connected strategy through user accounts also allows brands to capture and merge online and offline data points on the user, including their physical footprint, which is traditionally harder to measure. Off the back of this, marketing efforts can then be optimised and personalised per user to create success, loyalty, and, at the end of the day, revenue. 

To encourage mobile app adoption, online channels can spotlight the app’s benefits and convenience. Media platforms allow brands to run app-install campaigns to reach prospecting users or reengagement campaigns to rekindle lapsed ones. Offline strategies, such as QR codes in print media or TV ads directing users to download the app, can also be impactful.

What should good app marketing look like? First and foremost, it should take the learnings from owned, earned, and paid channels, as well as onsite, but customise these to the mobile environment — and to the mindset of users when on a mobile. For many brands, this could also mean changing their entire marketing and/or site approach to be mobile-first. 

It also shouldn’t be viewed with iOS blinders. While Apple may have the more fashionable name, Android supports a sizable share of the market. So brands mustn’t forget to tailor their strategy to these users and to the specificities of Google’s Play Store. One size does not fit all in this area, and campaigns or visuals can’t be plastered from one to the next.

Don’t let app store optimisation (ASO) fall by the wayside. This particular element of mobile marketing is easily forgotten in favour of more fast-paced, KPI-based initiatives, but it’s of critical importance to ensure app success. Though often slow-moving, ASO relies upon rigorous and consistent testing and sharp, insightful reporting on both app stores to make sure listings stay current, stand out from competitors, and ultimately convert mobile users. At The Financial Times, we’ve built a testing roadmap that is both flexible to changes from the wider business and prioritises app adoption to make sure all activity is as cost-efficient as possible.

In summary, both online and offline channels complement each other in reinforcing the brand message and driving mobile app adoption. The key lies in maintaining consistent brand messaging across all channels and leveraging their respective strengths.

How do you identify and align the target audience across offline, online, and mobile platforms? What strategies do you employ to ensure consistency in messaging and brand experience as users move through these different channels?

Identifying and aligning the target audience across offline, online, and mobile platforms requires a comprehensive approach, integrating data analytics, customer segmentation, and cross-channel marketing strategies.

First, understanding your audience’s behaviour and preferences through data analysis is essential. For online channels, tools like Google Analytics provide valuable insights, while to assess app marketing performance, having a mobile measurement partner (MMP) in place is critical. And last but by no means least, you need a robust omni-channel CRM system.

Next, through customer segmentation, brands can divide their existing and prospective audiences into groups based on shared characteristics such as demographics, interests, and how they interact with the product. In this day and age, personalisation is commonplace thanks to all the data points at our disposal, so this should be a cornerstone of any marketing strategy.

Cross-channel marketing ensures reach across media touchpoints to nudge users down the conversion funnel, keep them interested, or reengage lapsed ones. Creativity and really knowing where to find and how to connect with your audiences are always the secret ingredients. For example, Handshake, a digitally-native recruitment app, grew exponentially from its early days by partnering with universities to host fun on-campus events that students actually wanted to attend and then getting them to download the app. 

And again, regardless of the audience, smooth transition across platforms relies on providing a seamless user experience. Apple excels in this aspect by delivering a consistent interface and experience across in-store, web, and mobile app platforms. Maintaining a balance between consistency in brand messaging and adapting to the specific characteristics of each channel is crucial for effectively reaching and engaging your target audience.

How do we bridge offline to online to mobile?

Currently, offline to mobile is primarily achieved using QR codes which had a resurgence during COVID-19 and have remained since. They provide trackable shortcuts to the right page or app. 

Additionally, having an app that is easy to find in the app store is key for all those “word-of-mouth” or brand recall instances. This is where having strong ASO and perhaps some live app store ads can be the difference between users finding your app or your competitors’.

When bridging offline to online to app, it’s important to consider the purpose of apps and how they can enhance a physical experience; we should be aiming to craft “phygital” experiences that bridge the physical-digital divide. 

A good example is Wagamama’s placemat QR code. It benefits both the user (an easy method to pay and split the bill) as well as the company (staff are free to place guests and clear tables rather than dealing with payments). This, in turn, ensures tables are turned around quicker so there is less wait for queuing customers.

For online-to-app journeys, we need to consider user devices. On desktop, activity largely drives awareness of an app or highlights new app features to existing users. Placements for such activity vary from onsite (e.g., homepage placements) to offsite (e.g., organic and paid social posts).

With mobile users, activity is more sophisticated. Smart banners allow smooth transitions from onsite to app while deferred deep links drive online traffic to relevant pages in the app. For example,one of our online publishing clients AGBI (Arabian Gulf Business Insights) displays smart banners that slide up ad hoc on articles, encouraging mobile users to continue reading the article in the app. If the user already has the app, clicking on the banner automatically opens the app to the same article. If the user doesn’t have the app, they are directed to the app store where, upon download, the same article opens and they can continue reading. 

An important consideration is when to deliver such messaging. Brands need to ensure they show app prompts to the most appropriate audience. Always consider whether downloading the app or viewing in app is the next best action you want this particular user to take. Might you want them to take an easier action first, such as reading more recommended content, signing up for a newsletter, or setting a price alert?

Besides this, putting forward your app’s value proposition is fundamental to encouraging installs and regular use. Why should the user download your app? Will their experience be enhanced? Will they receive an exclusive in-app offer? Will they accrue loyalty points with purchases? 

In the end, the most important consideration is collecting the right data — offline, onsite, and in app. For the latter, this is best done with an effective MMP.

For more on mastering the customer journey, check out our CX-Driven Marketing Playbook, or book a demo with our team!

The post Mastering the User Journey From Offline to Online to Mobile appeared first on Branch.