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The success of mobile messaging apps shows no sign of slowing down. They hold the top spot as the most downloaded apps on iOS and Android marketplaces and have been fully adopted by users. Although Facebook Messenger and WhatsApp are very popular, Line and Wechat are capturing an increasingly global market. In enterprise, Slack and Skype for Business, which will soon to be integrated with Teams, are both effective and dynamic. It is clear that messaging is on the rise, and it’s only the beginning.


Both a logical evolution of use and digital revolution, virtual reality and augmented reality unleash passions and speculations. One after the other, the giants of the web embark on the adventure carrying in their wakes a slow, but constant democratization. Prices are falling and development platforms are becoming more accessible to agencies and studios.


Drive-to-store is a marketing approach that encourages people to go to a physical sales outlet to make a purchase. Although technically speaking, conventional advertising on radio, television or in an advertising prospectus constitute an approach of this kind, the term drive-to-store is used in particular to make a link between a digital action and a customer visiting a store. In this regard, web applications can be particularly effective.

Geolocation: a key success factor

To implement a web-to-store strategy, you need to know where they are. Today, everyone has a smartphone in their pocket. And this can prove very useful for advertisers in order to obtain geolocation data. Once reconciled using a variety of tools, this data can be used to measure the impact of the campaign and as a means of personalisation. What is important is being able to send out the right message to the right person at the right time and in the right place. If you have a store in Paris, you won’t want to target an internet user in Montreal. The more targeted advertising is, the better received it is, as it is relevant and therefore less costly in terms of volume for the advertiser.

At the heart of the debate is the issue of geolocation. There are two major methods for this:


This is a well-known technology that is easy to use and included in many web and mobile applications. GPS can be combined with in-store Wi-Fi units to measure the impact of a campaign and the number of internet users who have come to a specific outlet.

The problem is accuracy. GPS offers very variable levels of accuracy (from 5 to 15 meters depending on the smartphone). It is therefore clearly insufficient in dense urban environments like a large shopping center where stores are located within close proximity of each other.


A small program consisting of a few lines of code included in a third-party application. It shares users’ geolocation data (with their consent) with advertisers. In general, SDK is included in very popular applications with significant traffic. Data is therefore fairly reliable but this is a specific development process that requires applications to be updated and a large number of partners in order to be fully functional.

Thanks to geolocation, it is therefore easy to find your store in a web application and guide the customer from A to Z.

Omni-channel approach: making life easier

Omni-channel marketing is the convergence of communications and distribution technologies and channels to make life easier for customers. This means that you can order online and collect the product in-store, go to a store, try it out, and have it delivered to your home, etc. The barriers have now fallen between the internet and bricks-and-mortar commerce. We also talk about phygitalisation to explain this phenomenon.

Shifting to an omnichannel approach means you can use a relay point, create new experiences on-site and physically embody a digital brand. Predicting and anticipating these behaviors transforms a traditional store into a connected and augmented store.

Don’t forget local listings

Whether on Google My Business, Yelp, TripAdvisor, Google Maps or Apple Plans, local listings allow for stores to be easily identified when searching online. They often contain practical information. Take your time to input all useful data into meta-search engines so that it can be displayed to customers when searching. This includes, in particular, your address, opening hours, access information etc.

The link to social media

To connect with a local audience, you also need to focus on your social community. Social media offers a number of ways to do this. You can select your audience by postcode, according to a certain distance from your business. Or even people living close to your sales outlet etc.

It enables you to target people whose birthday is in the next seven days and who live in your area. Drive-to-store advertising can direct them to a dedicated landing page to register. The goal could be to receive a discount voucher or bonus offer to test out your services. You can also specifically target people who have not yet subscribed to your page in order to reach people you don’t yet know. Putting all these criteria together, you can carry out a few trials runs before you find the winning formula.

The combination of digital and brick-and-mortar commerce is now a reality. We talk about click-and-mortar to refer to this change in behavior, which is driven by new technologies continually being developed. Embracing this change means stepping up the rate of the digital transition. This will keep you stay one step ahead of your competitors and be better prepared for the future. Do you need help with your next drive-to-store advertising campaign? Contact our team of experts!

Studies all agree that the most downloaded and used apps are still the classics (Facebook, Twitter, Gmail, Google Maps, Instagram, etc.). This makes it hard to be visible on the marketplace, no matter how good an app or the services it offers are. Although you cannot count on people just coming across your app, good marketing, and communications strategy will help you gain good visibility and maximum downloads. Examples and illustrations.

Make an excellent landing page

This is the page that promotes your app. The best format is a straightforward one-page site with multiple CTAs and a simple explanation of what the app does, its features and its strengths. The aim is to build trust and stand out from the crowd. The more professional your landing page (with a suitable design and wording), the more it will contribute to good user experience. It is important to make the page mobile-friendly rather than designing it to be viewed from a desktop.

Create content

The simplest thing to do is to write a regular blog containing posts that can be shared on social media. The richer, more regular and more interesting your content, the more of an impact it will have on your SEO strategy and therefore increase your visibility. Content should not be promotional. It should cover issues related to your app to attract a wider audience. It is also a good way to build trust, especially if this is your first app.

Know how to pitch

An elevator pitch is where you introduce your app in under 30 seconds as if you were talking to an important person while between floors in a lift. The goal is to provide a summary that has both style and content to attract users, investors, partners, etc. Your pitch is your lifeblood. It is what identifies you as an app creator. You can re-use it everywhere: on your website, promotional videos, presentations, press releases, etc.

Nurture public relations

Once your app is up and running, you need to let people know about it. Tell influential people who might be interested in what it can do. These may be specialist journalists, bloggers or influencers. A well-put-together press release or pack can be used as a promotional tool. If yours is a paid app, it is always better to offer a comprehensive free test version. It is not the done thing to ask influencers to pay to test an app.

Make a fantastic product page

This is the page that will be shown on Google Play or the App Store when the app is downloaded. If your users have got this far, you must not disappoint them. It is important to have promotional videos, carefully chosen screenshots, a clear description and responses to reviews and comments to create engagement and build trust. This is where conversion plays out, so the page must be carefully monitored.

Be transparent

If yours is a paid app, say this and explain why. Nobody likes paying without knowing what is coming. You can offer two free months or a no-strings 30-day money-back guarantee.

If your app has in-app purchases, make this clear too. Transparency and honesty will always help facilitate community engagement.

Enter contests

There are many competitions that can turn an unknown app into a big success. Some emphasise design, while others focus on user experience or interface. If your interface is in English, you should definitely enter international contests.


SEA, SMA and affiliate marketing all work well, as they are types of performance marketing. Return on investment can easily be calculated with links direct to the download platforms. You can test out various formats, visuals, and approaches to optimise your marketing strategy.

Update your app regularly

Apps are like living things. They should develop in line with the latest trends, the ideas in your business roadmap and feedback from your community. Optimise your app and update it regularly to make sure everything is working well and fix any bugs that have slipped through the net.

Although there is no magic recipe guaranteed to make an app a success, these examples of good practice will help boost your visibility and downloads. Contact us for further information! Contact us for further information!