Aug
22

Mobile Monday: Week 7 – Marketing An App

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.”shutterstock_283022702 (2)
Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our seventh week, we’re focusing on“Marketing An App”where Bentz discusses fiscal responsibility between app developments vs. marketing the app itself, & the importance of utilizing social media for sharing an App.

MARKETING AN APP

While app store optimization is certainly important, marketers must not rely solely on promotion within the stores to maximize downloads.  There are over two million apps in the stores and finding a particular app is similar to finding the proverbial needle in the haystack, despite the best ASO efforts.

It is not easy to get consumers interested in downloading another app on their mobile phone when smartphone users are already using an average of 26.7 apps per month, according to a Nielsen study.  Too often, a company spends all of its money on developing an app and does not reserve any money for marketing the app.  That is a rookie mistake.  Don’t make it.

A company needs to have developed a structured marketing plan in advance of the release of the app.  It needs a plan to tell existing customers and prospects good reasons why they need the app and where the app can be downloaded.  It needs to evaluate all of its current marketing channels to determine which would be best for promoting an app.  Facebook, for instance, would probably be better for facilitating app downloads than outdoor advertising since a social media user is likely on her mobile phone already as opposed to a driver who is hopefully not on his phone.  Google AdMob might be the best place since it enables an app marketer to advertise within other apps that consumers have already downloaded.

There is no doubt about the power of creating buzz on social media for an app launch.  It is an important part of the initial publicity required.  And, nobody does app marketing better than Facebook which earns a significant part of its ad revenue from brands pushing app downloads.

Of course, internet advertising is not always the best source for app downloads.  If the app has a huge budget, it may very well be television that results in the most downloads.  Game of War did a great job of promoting its app with eye catching Kate Upton and Mariah Carey as the stars of the commercials.

Acquisition costs will not always be high priced efforts like the television advertising for Game of War.  Publicity is a major driver of new app downloads so use press releases and other public relations efforts to get the word out.  Include a social media blitz as well.  The ROI provided by public relations efforts will likely result in the best ROI of any of the promotional efforts.

When marketing an app, it is absolutely critical to get off to a quick start to break through the supply of apps in the app store.  If an app is buried below thousands of others in the rankings, it is going to be difficult to get found.  Therefore, app marketers must get the word out quickly about the app by using a high level of growth hacking or a large advertising budget in an attempt to gain a featured listing and benefit from organic downloads.  Downloads beget more downloads thanks to the viral effect of the purchase and the improved ASO.

Research from Localytics found an added bonus to advertising apps.  App users that were acquired as a result of being discovered via a mobile ad network were more likely to come back for multiple uses on the app than those that found it from an organic search on the app store.  This is likely due to the fact that the ad creative has done a good job in pre-selling users on the benefits of the app and that the advertising was highly targeted.

The viral effect of apps is an important phenomenon to take advantage of.  An app should encourage existing users to share the app with friends or on social media.  (Think Candy Crush.)  This is a great way to take advantage of the viral publicity that a mobile app can provide.

Another great way to drive traffic to an app is to find the URL of the app download in the iTunes or Google Play listing for the app.  Keep in mind, this is not the URL for the business, but the URL that is used by the app stores.  Then, when the business does content marketing on its own blog or on external sites, it can link to the app store URL listings.  The goal is to get multiple rankings on the search engines for the app.  Those rankings might be the page on the business website that promotes the app download and the app stores’ direct URL’s for the download.

For iPhone and Android apps, there are multiple countries where the app can be listed.  If an app makes its money on advertising, there is no reason not to list the app in all countries, especially populous countries like China and India.  The Apple App and Google Play stores are available in over a hundred countries so it makes sense to be listed in as many of them as necessary.  Of course, if the app has an ecommerce element to it, this may not be practical.

There are many secondary Android app stores and therefore many places where an Android app can be marketed.  Amazon, Kindle, Nook store from Barnes & Noble, AppBrain, and GetJar are a few alternate places where an Android app can be marketed in addition to its logical home base in the Google Play store.

There is a defined cost to acquire app downloads and it is measured by a Cost Per Install (CPI) index.  The CPI per vertical market varies, but according to Fiksu, it averages $2.98 per user in 2015 and it is rising every year as businesses expand their use of mobile advertising, thus driving CPI costs up.

You can purchase Relevance Raises Response at Amazon or at other fine online book stores.

Comments

comments

Follow us on Twitter! Follow us on Twitter!
Follow ATS Mobile on Twitter

Recent Posts

Recent Comments

Archives

Categories

Meta

Social Widgets powered by AB-WebLog.com.