Towards a Scientific Definition of App Marketing – A Practice-Oriented Approach Using Scientific and Grey Literature

Authors

Atilla Wohllebe, Mario Hillmers

Abstract

The relevance of smartphones and mobile apps has increased significantly in recent years. Increasingly, companies are trying to use mobile apps for their business purposes. Accordingly, the role of app marketing has become more important. Nevertheless, there is no uniform understanding of the term "app marketing". Based on scientific and gray literature, two definitions of "app marketing" are developed. In the narrower sense, app marketing refers to measures aimed at making a mobile app better known and acquiring users i. e. generating app downloads. In the broader sense, app marketing refers to all activities that are used to acquire users for a mobile app, contact them, and encourage them to reach a specified goal. Additionally, based on job ads, an overview of activities in app marketing is provided from a practical point of view. Here, the focus is primarily on paid app install campaigns as well as on monitoring, reporting and analytics.

Suggested Citation (APA 7th)

Wohllebe, A., Hillmers, M. (2021). Towards a Scientific Definition of App Marketing - A Practice-Oriented Approach Using Scientific and Grey Literature. International Journal of Applied Research in Business and Management, 2(1), 13-25. https://doi.org/10.51137/ijarbm.2021.2.1.2

Publication Information

International Journal of Applied Research in Business and Management
Volume: 2, Issue: 1, June 2021
DOI: https://doi.org/10.51137/ijarbm.2021.2.1.2

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