January 16, 2013

Wightman said that every app strategy should contain burst, the concept of driving large volumes of app downloads within a 24- to-48-hour period.

Apps reach matters. With well over a million mobile apps available, the increased reach of those apps can be critical, since many of them can be ad conduits. Jo Wightman, director of client development at Fiksu, a company that helps brands hit their mobile app marketing goals, recommended that marketers set aside 10 percent of their apps-related budgets for testing in search of the ideal rank. “Every app has a sweet spot,” she said. For example, Fiksu found through working on a cost-per-click and cost-per-inquiry method that certain aspects of Pandora’s effectiveness were higher in consumers 55 years and older.

January 11, 2013

"Unlike last year, when incentivized networks were still part of the mobile app marketing mix, marketers faced the reality of needing to pay more to get more during the competitive 2012 pre-holiday season," said Fiksu.

Developers whose marketing costs were reduced thanks to the frenzy of interest amid the iPhone 5 launch should be warned: The honeymoon is over, according to a new report from mobile marketing platform provider Fiksu.

When Apple (NASDAQ:AAPL) launched its latest handset in September there was a subsequent surge in the volume of organic searches for new apps that were iPhone 5 compatible, said Fiksu. The company uses an algorithm to measure how much it costs, on average, to acquire a "loyal" user who will open an app three times or more.

January 10, 2013

Mobile user acquisition platform Fiksu calculates the bot clampdown may have slashed daily App Store download volumes by as much as 25 percent.

Apple (NASDAQ:AAPL) is implementing new rules that lock down iOS application screenshots submitted by its developer partners, a measure designed to thwart App Store bait-and-switch schemes.

"Beginning Jan. 9, app screenshots will be locked in iTunes Connect once your app has been approved," reads a brief announcement posted to the Apple Developer portal Wednesday. "New screenshots may be uploaded when you submit a binary for an update to an existing app or a new app."

January 8, 2013

But when we look at the relative success of different tactics for dealing with the freeze, it’s clear that there’s no one answer to which approach is best for every app.

Well that didn’t last very long! A careful review of ranking data compiled by Fiksu indicates that the much-anticipated App Store freeze, during which app rankings in the US App Store don’t move, lasted around 20 hours this year, from about midnight to 8 pm EST on Christmas Day. Here’s an analysis of what happened and what tactics app marketers used to deal with the freeze.

January 8, 2013

As with freeze tactics, which of these strategies is right for your app depends heavily your overall goals, your monetization strategy, your current ranks, and more. It’s worth working through the costs and rewards of several strategies before settling on one, so you can claim your share of the massive opportunity presented by the surge of new device owners over the holidays.

Well that didn’t last very long! A careful review of ranking data compiled by Fiksu indicates that the much-anticipated App Store freeze, during which app rankings in the US App Store don’t move, lasted around 20 hours this year, from about midnight to 8 pm EST on Christmas Day. Here’s an analysis of what happened and what tactics app marketers used to deal with the freeze.

What Happens When the App Store Freezes?

Rankings within Overall, Top Free and Top Paid, and specific app categories were all fixed in place for 20 hours during the freeze this year on Christmas Day.

December 31, 2012

"It is really consumers who are turning to apps first and traditional methods second," said Palli.

Angry Birds, Instagram and Facebook continued to be among the most downloaded apps of the year but rising stars also earned coveted spots on smartphones and tablets.

This year consumers spent on average two hours each day using mobile applications, an increase of 35 percent over last year, according to analytics firm Flurry. The number is expected to continue growing in 2013.

"2012 was a transformative tipping point in the way consumers use apps," said Craig Palli, a vice president at mobile marketing company Fiksu, adding that the biggest shift is in consumers' eagerness to turn to apps for a broad range of day-to-day tasks.

December 31, 2012

Fiksu says that increasingly marketers are finding greater efficiencies in their marketing spends and app seekers are finding apps through organic searching.

The holiday scramble to get apps high on their respective marketplace leaderboards in time to attract new device owners occurred in November about as predictably as Black Friday. According to app marketing service Fiksu and its monthly indexes, the cost to acquire a loyal user forapps in the Apple App Store rose 30% to $1.38 for the month. Part of the marketing cost spike came from markedly decreased download activity. In its monitor of the top 200 free apps on the iOS system, Fiksu saw a drop of 15.4% to 4.57 million downloads.

The dip in app activity comes largely from the effects of the iPhone 5 launch and iOS 6 release in September and October, which caused a spike in downloads for October. The 5.4 million daily download rate that Fiksu measured in October had represented a seven-month high.

December 31, 2012

“We continue to foresee tremendous value in mobile user acquisition, and that it will continue being far more effective and efficient than other forms of marketing,” Mr. Palli said.

As a result of increased holiday spending, the cost to acquire a loyal mobile application user increased in November, according to a new report from Fiksu.

Fiksu’s November indexes looks at the average cost in acquiring a loyal user based on actions from the company’s platform. Additionally, Fiksu’s indexes examine the daily download volume of the top 200 iPhone apps in the United States.

“In any given year, there are peak periods of discovery where consumers are actively seeking new apps,” said Craig Palli, vice president of business development at Fiksu Inc., Boston.

December 31, 2012

Some interesting findings in the new Fiksu report - chief among them that mobile marketing costs are up and, from a consumer standpoint, app downloads are down.

According to the report mobile app marketing costs surged 30% higher between October and November (2012).

"We can chalk November's dramatic surge in mobile app marketing costs to increasing - and anticipated - holiday season spending, combined with a drop in organic downloads in the aftermath of the iPhone 5 launch," explained Micah Adler, Fiksu CEO. "We can expect costs and download volumes to climb through December, much like last year, as marketers spend heavily in preparation for the flood of new devices and rush of user activity and app discovery around Christmas."

Fiksu's Cost per Loyal User Index (CpLUI) was also up 30% ($0.32) to reach $1.38 in November; the October CpLUI was $1.06. The CpLUI has fluctuated from a high of $1.54 (July 2012) to the low of $1.06 in October.

December 28, 2012

“We can chalk November’s dramatic surge in mobile app marketing costs to increasing — and anticipated — holiday season spending, combined with a drop in organic downloads in the aftermath of the iPhone 5 launch,” Fiksu CEO Micah Adler said in a statement.

Mobile app developers spend quite a bit of money to win new customers — even for free apps.

And after four consecutive months of declines, that cost went up significantly in November, as iPhone app makers geared up for the holidays.

The cost of getting a new loyal user for a free iPhone app, as measured by mobile app marketing firm Fiksu, rose to $1.38 from $1.06 in October. The October figure marked the low for the year.

Pages

Get Started

Marketing obstacle course

Cohesive Mobile App Marketing

Case studies

Fiksu Resource ebook

Fiksu resource webinars