Digital marketing plan for a mobile application: Case Memoa

Abstract

This is a project-based thesis with an aim to create a digital marketing plan for a flashcard application called Memoa. Memoa is an independent mobile application that is under development. Before the app is released, it is crucial to raise brand awareness and attract potential users. The project provides the commissioning team with practical implementations backed with theory and tools to execute the plan.

Five tasks involved in the thesis project are (1) doing a literature review and other theoretical research, (2) analyzing the current situation and competitors in the market, (3) creating a digital marketing plan based on the knowledge, (4) delivering the finished digital marketing plan to the app creators, and (5) evaluating project management and delivering self-assessment.

The digital marketing plan follows the SOSTAC model whose elements are discussed in the theoretical knowledge. The model is followed by insights into keyword planning, content marketing, social media marketing, search engine optimization, and app store optimization. When the theory is established, the author investigated the current-state situation by interviewing the app developers. Competitor benchmarking is also conducted using desk research method.

After that, different approaches and useful analytics tools for tactics management are presented based on the information obtained. The implementation follows the structure of the theoretical framework mentioned above. Although the thesis product is designed for the flashcard application Memoa, the plan can also be applied for other mobile applications due to the general level of the plan. Besides, it is necessary to keep in mind that this product is not a one-size-fit-all plan that will work for all cases. Start-ups and application creators need to consider the best practices for them.

Besides the tactics discussed in the thesis, the author recommended incorporating paid advertising campaigns to reach a wider range of audience. The commissioning team also needs to ensure the consistency of content across the channels to deliver the best experiences to the audience. Last but not least, the team should regularly update their marketing plan as the digital marketing world evolves over time.