Five years ago, we didn’t even recognize apps and how they would change our lives. Meanwhile, we are able to download nearly 900,000 different iPhone apps, which have been downloaded more than 50 billion times.
Not every company or publisher has a major audience, so they have to work hard to enhance downloads and achieve active users interacting with their apps. App marketing is one of the main subjects to achieve the correct reach and activity of your application. Let’s have a closer look at the costs of being in the top 10 app listing and the five biggest traps of app marketing.
First up the biggest traps:
• Think that if the app is ready, everybody immediately wants it
• Conceive the mobile product and mobile usage as a static process
• Confuse a mobile website with a mobile app
• A lack of interaction with your users
• Forgotten to address the user after to app-retention, the continued use of the downloaded app.
Getting into the top 10 list means using boost campaigns. Those are one of the most common ways to build up an app user base in a short space of time, as the increased visibility that a top App Store ranking provides is unbeatable. The principle is that you are doing a momentary paid campaign to get high in the rankings. Because you reach people through the top 10 lists that you had not reached using your paid campaign.
So the top charts promise to yield the current most exciting apps for users. Securing a spot there guarantees thousands of organic installs and, along with that, a significantly decreased effective CPI (cost per install) for your app marketing campaign. A research done by Trademob between August 2012 and March 2013 and based on 72 campaigns in Germany, the US, France, Italy, Spain and UK shows this particular concept.
Additionally, there is a clear difference between the type of application. Games benefit more greatly from the top 10 impact than other applications. The research indicates that in the first three days after the boost for each sold game-download at least one free extra sale is done. For other apps this ratio is 0.65. The effect is greater and lasts longer if you support your momentary boost campaign with other campaigns at the same time. So support a radio campaign with a social media campaign.
Getting into the top 10 depends on the country you are in, the amount of marketing effort you are investing and the type of app you are planning to introduce to the consumer and user of the mobile platform. The whole process is quite challenging. You need to make sure that before starting the development of an application you have allocated some funds, create a marketing plan ready to boost your application and the means to establish a proper effective CPI (cost per install) for your application or game.