Moburst’s Monthly Mobile Marketing Roundup #15
Welcome back to the 15th edition of Moburst’s Monthly Mobile Marketing Roundup!
In this edition, we’ll explore the latest updates on SearchGPT, Play Store’s new “Collections,” and Apple’s Vision Pro expansion, providing you with actionable insights on utilizing them for brand and app growth.
Let’s dive right in!
Mobile News
SearchGPT Explained: What it Means for Your Marketing Strategy
SearchGPT is an AI-powered search prototype developed by OpenAI, designed to enhance traditional search experiences by offering conversational, real-time responses to user queries. It draws on information from the web to deliver accurate and relevant answers, complete with clear citations and links to sources. This tool is currently in its testing phase, with plans to integrate its best features into future versions of ChatGPT.
SearchGPT represents a major shift in how users will interact with search engines and access content online. It will have several profound effects on the industry, particularly for brands, app owners, and marketers.
Here’s how you can adapt your ASO (App Store Optimization) and SEO (Search Engine Optimization) strategies to stay ahead:
Shifting Search Behavior
Users are likely to start phrasing queries in more conversational ways, expecting AI to understand and respond with accuracy and relevance. This trend will reduce the reliance on traditional keyword searches and emphasize the importance of context in search queries.
- For ASO: Think about how your users might phrase questions in the app store. Update your app titles, descriptions, and keywords to match this conversational style. For example, instead of just “budget planner,” try something like “How to easily plan your monthly budget with our app.”
- For SEO: Focus on writing content that feels like a natural conversation. Imagine your audience is asking a question—how would you answer them directly and informally? This approach will help your content resonate better with SearchGPT’s conversational processing.
Content Quality, Authority, and Relevance
SearchGPT is all about rewarding useful, credible, and well-researched content. This is not a new concept, as you may have heard of Google’s E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness) signals for SEO content and the value of high-quality app descriptions for boosting your app’s visibility in the app stores.
- For ASO: Make sure your app descriptions and updates offer real value. Include tips, benefits, and features that directly address common user needs or questions. Keeping your content fresh and relevant can also improve your app’s discoverability.
- For SEO: Aim to be the go-to resource for your niche. Whether you’re writing a blog post or a how-to guide, pack it with in-depth insights and authoritative sources. This helps with SearchGPT rankings and builds trust with your audience.
Optimizing for Voice and AI-Driven Search
Given SearchGPT’s conversational nature, aligning your strategy with voice search trends is crucial. While it may not explicitly feature voice search as a built-in function, SearchGPT’s processing of natural language queries makes it well-suited for future integration with voice-activated systems.
- For ASO: Make sure your app’s functionality is clear and accessible via voice commands. Highlight these features in your app store listing to make your app more appealing to users who rely on voice search.
- For SEO: Create content that answers questions users might ask their voice assistants. Use simple, direct language, and consider adding a Q&A section to your site that mirrors common voice search queries.
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App Store Updates
Apple Vision Pro Expands to New Markets
Apple Vision Pro is now available in China, Hong Kong, Japan, Singapore, Australia, Canada, France, and Germany. If your app is available in these regions via App Store Connect, it will automatically be available for Vision Pro.
You can easily adjust the availability of your visionOS and compatible iPhone or iPad apps within App Store Connect. To customize your messaging for local audiences, consider localizing your product page metadata for these regions. This process includes adapting language, cultural references, and user interface elements to resonate with localized audiences.
If you want to ensure your app is fully compatible with Vision Pro, Apple offers a service to evaluate your app. Before submitting, reference this checklist to streamline the process. Apple will review your app and provide feedback, including screen captures or crash logs, to help you address any issues.
Apple Intelligence, Win-Back Offers & More
Apple’s recent WWDC24 was an action-packed event full of major announcements and updates. In case you’ve missed them, here are some of the most significant features announced:
- Apple Intelligence: The company’s new AI-driven system integrates personalized recommendations and smarter interactions across Apple devices, helping app marketers engage users more effectively.
- Win-Back Offers: Apple has introduced numerous App Store Connect tools and features to re-engage past app subscribers with targeted incentives directly through the App Store.
- AdAttributionKit: A significant upgrade to SKAdNetwork, AdAttributionKit (AAK) is designed to support a wider range of marketplaces and provide data-driven insights using deep links for maximized campaign performance.
Explore expert insights on these features and more in our comprehensive coverage of WWDC24.
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Play Store Updates
Get Your App Noticed with Google Play’s New ‘Collections’
Google Play Store has recently introduced Collections, a new feature designed to enhance how users discover and engage with app content. Collections organize content from installed apps into categories like “Watch,” “Listen,” “Shop,” and “Social,” making it easy for users to pick up where they left off, whether it’s watching a show, listening to a podcast, or completing a purchase.
For app owners, this feature can be a game-changer. Here’s why:
Extended App Reach & Discoverability
Collections bring your app content directly to users’ home screens, expanding its reach beyond the Play Store. By integrating with Google’s Engage SDK, you can highlight key content and promotions within the Collections interface, providing a seamless experience that keeps your users engaged. For example, a fitness app can engage users by highlighting a new set of workout routines, nutritional guides, etc.
The intuitive organization of content into categories also simplifies the discovery process, making it easier for users to find and interact with your app. This increased visibility can lead to more touchpoints, boosting in-app purchases, content consumption, and overall app usage.
Personalized User Experience
One of the standout features of Collections is the ability to deliver personalized content based on user behavior. You can create recommendation clusters tailored to individual users, such as showcasing new releases, price drops, or other personalized deals. This level of customization is a great opportunity to maximize user retention and engagement using relevant and timely content.
Simplified Integration
With the lightweight Engage SDK, integrating your app’s content into Collections is pretty straightforward, allowing you to boost user experience without overhauling your existing strategy.
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