A Study On The Effectiveness Of Marketing Campaigns For Mobile App

The Indian mobile application market has grown significantly in recent years, with digital platforms becoming an essential tool for businesses to connect with their target audience. In this fast-moving environment, marketing campaigns play a critical role in determining whether an app gains visibility, attracts users, and retains them over time. This study examines the effectiveness of marketing campaigns for Yuukke, a women-focused digital networking and community platform developed by Betamonks Technology Factory Pvt. Ltd., Chennai. Since Yuukke currently relies on informal and unstructured marketing with no defined strategy, understanding which channels and approaches actually work for their specific audience has become a pressing business need. Through descriptive research, this study analyses consumer behavior, channel preferences, and the impact of marketing frequency on app usage among women entrepreneurs, professionals, and startup aspirants in India.