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In today's highly competitive app industry, it takes more than a good idea to make it to the top of the App Store.

In fact, strategic marketing is one of the most vital factors in the success of mobile apps and that is the reason why we recommend that appreneurs spend as much on marketing as mobile app development.

Do you worry about where, to begin with your marketing efforts? You can start by developing a marketing strategy. This will not only tempt the users to click the download button but also boost your chances of building a loyal following of your customers. To study more on implementing an effective positioning strategy for your app, continue reading.

What is Positioning Strategy and Why is it Important?

Positioning is a tried and succeeded in marketing tactics that allow companies to influence their target audience’s perception of a product or service. These perceptions include a product’s assumed attributes, brand image and the ability to meet the user requirements. More importantly, positioning allows companies to situate themselves advantageously in the competitive markets like the App store.

This is especially important for the new apps, as consumers tend to evaluate their more modern product by comparing them to what’s already on the market. This provides the existing apps a significant benefit as new apps must demonstrate that they are better than the competition to warrant a download.

For example, users would not evaluate the merits of a new Taxi booking app without comparing it with the features of Uber or Ola. Is this new app more comfortable than Ola or Uber? Is this new app more comfortable to use than Uber? Does it have a superior algorithm that will provide better matches? If not users will not be happy to download the append instead stick to what they already know. 

In short, positioning is all about the perception of not only your brand but also of your competition. As a startup or an established brand it's important to identify and impact these perceptions for the following reasons.

Positioning Affects Sales and Profits

While a significant goal of positioning is to meet the consumer tastes, it's also important to keep your competition in mind. If you are focusing on targeting a huge group of users, companies are likely to capture a slice of that audience, too. In turn, tough competition may make it harder to attract a large chunk of users. In contrast, positioning yourself to appeal to a smaller target segment that is underserved by the market will give you a much better shot at appealing to a more significant percentage of that audience.

For example, a vast audience of 10 million users may be appealing, but if the 50 other apps are trying to appeal to that segment competition will be tight for those users. In turn, it may be difficult and expensive to grow your user base and turn a profit. In contrast, a target segment of 1 million users with only two competitor apps will give you a much better chance of winning over and eventually be dominating that target segment. 

This doesn't mean that you have to stick to the same audiences indefinitely. In fact, major apps like Uber initially focused on much smaller demographics. Early on, Uber positioned themselves as a high-end brand for elite users. Once they controlled this smaller piece of the market, they introduced services like UberPool for a wider audience.

Positioning Allows Firms to be Proactive, Not Passive

In a continually evolving industry, app startups need to work hard to stay relevant. It's vital that companies keep tabs on consumer trends and ensure that their apps continue to fulfill user’s evolving needs. Firms also need to focus on upcoming and existing competitors that may encroach on their audience to maintain market share.

How to Create a Positioning Strategy?

In a world of quickly changing trends and user tastes, crafting a solid positioning strategy is not that simple. However, keeping these fundamental questions in mind can help you determine the best approach for your app.

What are My App's Strengths?

All successful apps have a unique value proposition giving them a specific feature that the competition lacks. These traits are what set your app apart from others which makes them great candidates for your positioning strategy. These attributes may relate to the quality of your app, the relative pricing, efficiency, brand personality and more. Try to position on just one or two attributes, as positioning on many may confuse the users and make them think that your app doesn’t have any specific strengths.

Even your app’s demographics can become a truly incredibly valuable attribute for positioning. Remember positioning is all about customer perception. If your app is highly innovative, but the users do not understand or care about this type of attribute, positioning on innovativeness will not lead to much success. Instead, consider educating the users on the importance of this attribute. You can also position on another attribute that is more well known, easily communicated, or desirable to your target users.

Who are your Target Users?

While it's important to know and emphasize your app strength, ensure your app serves a specific audience. Even if your app is a chock full of unique features, this may be enough to secure your app’s success. After all, all these features need to fulfill your audience’s unique needs more efficiently than the competition. Otherwise, potential users will have little reason to download and continue with your app.

To find your app’s target user,  consider these queries:

  • Which sort of users will not just benefit most from using my application yet really download it? Do I have proof to back my assumptions? 
  • Do different applications as of now serve these clients? What do they like most about these applications? Will it be anything but difficult to change over them, will they require additional convincing? 
  • Are these users effortlessly identifiable? Can I market to them effortlessly? 

Answering questions like these will probably require market research. This kind of analysis can be somewhat costly, so appreneurs on a more tightly spending plan might need to begin off with customer meetings to test their initial assumptions. These meetings will enable you to try things out and check whether your assumed target client is ideal for your app or not. 

Who is My Competition? 

We've already addressed the competitions on various circumstances in this article. Understanding your competition is fundamental to creating an effective positioning strategy, as competitors directly affect your capacity to pull in and hold users. After entering the market, users will compare your application with existing applications that give similar value. Indeed, even long after your application has launched, new and current competitors will enhance their application's attributes to remain relevant. With a huge number of apps available, there's essentially no avoiding the subject of competition while deciding your positioning strategy. 

It goes without being said, however, the best methodology is to have no competition at all. While this isn't always possible, particularly in such a saturated industry, try to position your application to appeal to an underserved group of users. This will give you the most obvious opportunity at building up a faithful user base. Once your application has gained traction, you can work on engaging a more extensive audience. 


While it can take some experimentation, making a robust positioning strategy for your application is worth the effort. Not only will a good strategy enhance your chances of building up your user base, however, help your application keep up relevance down the road.

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