What is a Marketing Strategy for Mobile OEMs?
A marketing strategy for mobile OEMs (Original Equipment Manufacturers) is a unique and exclusive opportunity for brands to target mobile device users directly through pre-installed apps, push notifications, app store placements, and other native device features.
This approach leverages the influence and reach of smartphone manufacturers, such as Samsung, Xiaomi, and Huawei, who often provide exclusive ad inventory through their devices. For app marketers, tapping into OEM channels can provide unique, high-visibility touchpoints more deeply integrated into users’ mobile experiences than traditional ad channels.
Critical Elements of a Mobile OEM Marketing Strategy
- Device-level targeting and reach: Mobile OEM marketing allows brands to connect with users directly through pre-installed apps, system notifications, and proprietary app stores. This type of targeting helps advertisers engage users from the moment they set up their phones, often leading to higher brand visibility and user engagement.
- Pre-installed and partnered apps: Many OEMs include certain apps by default or offer recommendations on their proprietary app stores, giving app marketers an early advantage in brand exposure. This strategy can significantly boost the initial download rate and drive organic growth as users become familiar with these apps before exploring external app stores.
- Proprietary App Stores and push notifications: While Google Play and the Apple App Store are dominant, mobile OEMs have developed their own app ecosystems (e.g., Samsung Galaxy Store, Huawei AppGallery) to capture a portion of app downloads. These stores often promote apps through featured placements, recommendations, and push notifications. For marketers, this can enhance app discovery and drive downloads outside conventional app store competition.
- Increased brand visibility through native ads: OEM marketing also includes native ads and dynamic placements that are integrated into the device interface, such as through weather apps, device themes, or lock screens. These ad types often result in higher click-through rates (CTR) since they are seamlessly part of the user’s natural device interaction.
- Efficient User Acquisition: OEM marketing can provide more cost-effective user acquisition methods than traditional ad channels by reaching users directly on the device. Device-based targeting allows for more tailored ad placements and minimizes competition in search and display ads, often translating into higher-quality traffic and improved ROI.
Measuring Success
Success in OEM marketing is measured by app installs, user engagement, retention rates, and return on ad spend (ROAS). These metrics clearly show how effectively an OEM strategy impacts user acquisition and brand loyalty.
Success in OEM marketing isn’t just about launching ads—it’s about driving measurable outcomes. Key performance indicators like app installs, user engagement, retention rates, and return on ad spend (ROAS) help gauge the effectiveness of an OEM marketing strategy. Each metric shows how well campaigns drive user acquisition, foster brand loyalty, and maximize ad investment.
Mobile measurement partners (MMPs) play an essential role in ensuring accurate tracking and a deep understanding of these metrics. MMPs give app marketers insights into user interactions and app performance across OEM channels. This comprehensive data enables brands to refine their strategies and optimize results, building a foundation for long-term user acquisition and engagement success.
Conclusion
A marketing strategy for mobile OEMs offers app marketers an opportunity to reach users uniquely and brand-integrated. By partnering with OEMs and leveraging device-level touchpoints, brands can boost visibility, enhance app engagement, and improve ROI with a profoundly personalized user experience.