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Posted by: Viki ZabalaFebruary 14, 2013
This post -- written by our Craig Palli -- originally appeared on Boston.com.
With more than 1.5 million apps in the Apple and Android app stores, mobile app marketers face the enormous challenge of achieving discoverability, sustained user engagement and, ultimately, monetization. Successfully marketing your app requires more than strategic mobile media buying and compelling, creative advertising. High-performance mobile app marketers have a laser-like focus on targeting and acquiring loyal users – those who take a specific action, such as an in-app purchase or registration. It's these loyal users who become repeat customers, word-of-mouth advocates, and deliver real, ongoing ROI.
The following eight tips for marketing your app are focused on driving more of these loyal users. They're based on more than 70 billion user-based app actions, including launches, registrations, and in-app purchases, as well as real time bidding requests recorded on our platform, and they're proven marketing tactics for putting your app ahead of the competition:
- Establish goals for loyal users. Exactly what constitutes a loyal user will vary from app to app – perhaps it's opening the app a certain number of times or completing an in-app purchase or registration – so define that metric before launching any acquisition campaigns. You'll also need to determine your lifetime value per user so you can set cost-per-conversion targets (i.e., determine how much to pay for different traffic volumes to deliver the best possible ROI).
- Promote your app across several traffic sources. There are several types of traffic sources for mobile apps: ad networks, real-time bidding exchanges, incentivized download networks, and more. Using just one source – or even one from each general type – gives you too small a universe to be successful. You'd be missing out on valuable opportunities to identify the best sources for large volumes of loyal users. In fact, working with several traffic sources can improve loyal acquisition results by up to five times.
- Track post-download activity. As your mobile ad campaigns are running, it’s critical to track users’ post-download activities and tie this data back to its traffic source, ad creative, and other campaign variables. This helps to pinpoint which specific traffic sources and campaigns are driving your most loyal users – not just the most downloads.
- Optimize ad campaigns in real-time. By analyzing real-time data, it’s possible to eliminate inefficient ad spending and shift budget to those traffic sources and campaigns that are delivering loyal users.
- Employ a campaign optimization solution. Optimizing advertising campaigns based on post-download actions is challenging but there are automated solutions available. Instead of managing a huge matrix of ad networks, costs, creative, downloads, and conversion rates, it's worth investigating a solution that incorporates everything and adjusts your campaign spending on the fly.
- Conduct ongoing closed-loop analysis. Continuous analysis of marketing campaign performance, post-download usage and revenue return helps you understand, at a granular level, what's moving the needle. It’s important to dive into these analytics frequently to fine-tune campaign planning and align with marketing objectives.
- Conduct a loyal user acquisition test. Not convinced that the concept of marketing specifically to bring in loyal users will produce results? It's easily testable. Assign a portion of your marketing budget to a test that employs the above-recommended strategies. You’ll gain valuable insights into how a loyal user acquisition strategy can directly impact your bottom line.
- Benchmark performance against industry averages. The best way to improve your mobile marketing results is to more precisely understand the competitive landscape you're pouring your budget into. By benchmarking how your mobile app marketing stacks up against industry averages, you’ll gain a larger, more accurate picture of the trends impacting your business goals, allowing you to adapt and plan with more agility.
Mobile app marketing shouldn't require guesswork. By deploying these tested strategies and tactics, mobile app marketers can achieve high-performance results that not only drive business objectives, but also acquire large volumes of loyal users.
Posted by: Viki ZabalaJanuary 28, 2013
- Apple reported record revenue numbers this week, along with record iPhone and iPad sales.
- As if the App Store isn’t packed enough, 2013 will bring an estimated 435,000 new apps to iOS users – further aggravating discovery challenges for app marketers.
- Across iOS, Android, and RIM, Facebook is the No. 1 app in the U.S., with nearly 86 million unique visitors per month.
- Experts believe 2013 could be a year of explosive tablet growth, as global tablet shipments are expected to reach 145 million. What does this growth mean for mobile marketers?
This week, Apple reported its first quarter earnings, revealing the company sold a record 47.8 million iPhones, 22.9 million iPads, 4.1 million Macs and 12.7 million iPods. In total, some 75 million iOS devices were sold during the quarter. “We’re thrilled with record revenue of over $54 billion and sales of over 75 million iOS devices in a single quarter,” said Tim Cook, Apple’s CEO. “We’re very confident in our product pipeline as we continue to focus on innovation and making the best products in the world.” AllThingsD has more here.
A recent year-end adeven report forecasts that the Apple App Store will boost its inventory this year. More than 435,000 new apps are expected to launch in the already jam-packed App Store, creating more user acquisition headaches for app developers and marketers. “Growth in terms of App Store size will continue to increase steadily as it has during the past few years, but it also points to a steady climb in the number of apps that fall into its ‘zombie’ category, which accounted for 60 percent of apps in June, but climbed to 64 percent in its most recent tally,” reports Darrell Etherington in TechCrunch. Zombie apps are those that aren't ranked and so have very little chance of being discovered by users.
While the competition is fierce, Facebook sits atop the crowd as the most popular app brand in the U.S., according to comScore. In 2012, the Facebook app enjoyed 85.5 million monthly unique users across iOS, Android and RIM platforms. Of note, Facebook not only has the largest number of users, but also the highest level of engagement. And while Facebook sits at number one, Google apps (including maps, search, and YouTube) occupy slots 2 through 6. Seth Fiegerman of Mashable has more.
New research from ABI Research suggests that 2013 could see dramatic growth in tablet sales. A projected 145 million tablet shipments are set to hit the shelves across the globe this year, meeting the demands of tablet-crazed consumers, reports Mobile Entertainment’s Daniel Gumble. This boost also produces a huge opportunity for marketers. “The concept of mobile advertising started with smartphones but tablets are changing everything, rapidly establishing themselves as universal media players (TV programs, movies, radio, news, magazines) in a way never achieved through ‘personal’ computers,” said Magna EVP and Director of Global Forecasting Vincent Letang to MediaPost.
Posted by: Viki ZabalaJanuary 4, 2013
- Christmas 2012 saw record iOS and Android device activations, while industry reports show App Store downloads soared by 87 percent.
- Both the Apple App Store and Google Play saw healthy revenue gains in 2012, with more monetization and potential for global growth ahead in 2013.
- 2012 was (finally!) the year of mobile – from the launch of the iPhone 5 to Android device supremacy. But some say we’ll look back on 2013 as the year of the tablet.
- Will Apple unveil a new iPhone in 2013? This is just one of many predictions industry experts are making for the new year.
TheNextWeb reports that Christmas Day 2012 saw a record 17.4 million iOS and Android device activations – or 2.5x more than Christmas Day 2011 – according to Flurry. And new stats from Distimo indicate that daily downloads in the Apple App Store increased by 87 percent on Christmas Day, while revenues increased by 70 percent. This data “supports the common idea that developers should make a point to take advantage of the holiday season by updating and tweaking their apps in the weeks leading up to the 25th of December,” writes TheNextWeb’s Emil Protalinski. The 2012 holidays also marked a turning point in the history of mobile marketing, with more campaigns and shopping conducted on smartphones and tablets than in years past. If you’re interested in learning which holiday mobile marketing strategies worked well this year (and which ones didn’t), we invite you to join our free Mobile Marketer webinar on Jan. 24 – register here.
TechCrunch reports on the latest findings from ABI Research which show that mobile apps hit 43.6 billion downloads worldwide between September 2011 and September 2012, with Apple’s App Store leading the pack. In fact, all the app stores felt the boom of the mobile economy during 2012. Daily revenue in the Apple App Store grew 21 percent in 2012, while Google Play’s app revenue increased 43 percent, reported Steve Smith of MediaPost. Android’s operating system also realized remarkable gains in the latter half of 2012 with its improved user experience and scale of penetration. Device-wise, international growth also surged – the iPhone in Japan, China, and Russia; and Android devices in Korea, Japan, and France.
While pundits have been proclaiming "the year of mobile" for a few years, now, 2012 actually lived up to those expectations in several ways. But what will be shaking the industry in 2013? Greg Sterling of Marketing Land predicts that a year from now, we’ll look back on 2013 as “the year of the tablet.” According to a recent Nielsen survey, the gadget children and adults desired most this holiday season was the iPad, and many unwrapped Apple’s tablet Christmas morning. In fact, of the 17.4 million devices activated Dec. 25, 51 percent were tablets.
And what will make headlines in 2013? Will it be a new iPhone from Apple? A new flavor version from Android? Will Motorola make its first official flagship device for Google? Dan Rowinski of ReadWrite makes some bold predictions on what’s to come for mobile in 2013, especially after a year of tremendous industry growth.
Posted by: Viki ZabalaDecember 19, 2012
- Industry estimates from eMarketer indicate that total mobile ad spend in the U.S. will end 2012 better than expected – at 180 percent total growth from 2011.
- A recent comScore report revealed that smartphone penetration has reached 55 percent amongst Europe’s five largest markets collectively, with device manufacturers competing in a close race.
- New statistics showed increased optimism about the future of mobile in commerce and advertising, which have both demonstrated rapid growth.
Advertisers can “be of good cheer” this holiday season: growth estimates of ad spend have increased from $2.61 billion to $4.06 billion, equivalent to 180 percent growth year over year. Statistics from eMarketer included display, search, and message-based advertising across devices, wrote Steve Smith of MediaPost. A large chunk of the boom was attributed to the strong performance of native ad formats from Facebook and Twitter, but Google continued leading mobile advertising. For 2013, eMarketer predicts that the industry would see a 77 percent growth and total mobile ad spend will hit $7.9 billion.
Smartphone penetration in the five leading European markets has hit 55 percent collectively, according to a recent comScore report. The study found that 47 percent of users in these leading markets on Google’s Android operating system, and that Spain had the highest smartphone penetration rate, at 63 percent of mobile phone users. In the U.K., Apple is the leading device manufacturer, but is losing in wider Europe, as Samsung has stolen the No. 1 spot. These numbers are bound to shift in the coming weeks, as the holiday shopping season was not represented in these figures, reports Ingrid Lunden of TechCrunch.
In the U.S. market, comScore reported a 13 percent increase in retail ecommerce spending, after analyzing data from the past six weeks of the holiday season. Mobile commerce and advertising both grew more rapidly than expected because of the seamless experience that mobile provides to consumers across advertising mediums and purchase channels, according to eMarketer. “The peak spending period may now be in our rear-view-mirror – but the online holiday shopping season is not over yet,” said comScore chairman Gian Fulgoni in a MobileMarketingWatch piece.
Posted by: Viki ZabalaDecember 13, 2012
It’s been a busy few weeks for Fiksu! Last week, in between stops at the Game Monetization Summit, Mobile Gaming Europe, and AppNation, we debuted FreeMyApps for Android. Today, we’re introducing a number of innovative enhancements to our flagship Fiksu Platform that make it the first and only platform to provide comprehensive tracking, centralized media buying access, advanced optimization, and detailed reporting for mobile app marketers. Put simply, it's a high-performance platform for mobile app marketing.
At the center of these updates is our new powerful reporting and analytics dashboard for tracking mobile app advertising performance and media spend. Our platform also now features the most technologically advanced approach to attribution and tracking for real-time bidding (RTB), removing the guesswork from bidding and buying decisions and solving the historically difficult problem of mobile targeting.
We recognize that a robust mobile advertising platform is the future of mobile app marketing, and we're committed to leading the charge. We’ve already seen impressive results for our customers’ user acquisition programs, including up to 60 percent reduction in media costs, up to a three-time increase in loyal user acquisition, and significant revenue for 30 of the top 50 grossing gaming app publishers.
Here’s a quick look at the new and enhanced features:
- New analytics dashboard: The new Fiksu dashboard provides full transparency into mobile advertising performance including detailed statistics on post-download behaviors such as purchases and registrations. It equips marketers with deep, customizable analysis into loyal user acquisition and monetization tactics by ad network, campaign, country, and device, moving targeting beyond CPI to focus on what really matters: finding users that engage and monetize.
- Tracking and attribution: With five patents pending around mobile ad tracking and app marketing, our platform delivers the most accurate, measurable results and the greatest buying power. A multitechnology approach, including UDID, Advertising Identifier, Digital Fingerprinting, HTML5 cookies, and MAC Address tracking, enables access to more than 225 billion global monthly impressions across hundreds of ad networks, real-time bidding exchanges, social networks, and premium publisher sources.
- Broadest campaign tracking: Our platform now allows marketers to track all their campaigns by providing tracking links that can be used to monitor and report on social media, email, QR codes, and other campaigns — all in one central location within the Fiksu dashboard, regardless of the campaigns’ origins.
- Centralized media buying: We can now connect app marketers to more than 95 percent of all available iOS and Android inventory. Our platform’s ad buying capabilities are fueled by recent enhancements to our demand-side RTB platform, enabling the most value through targeted, highly cost-efficient media buying. Unparalleled technology advances give us access to this valuable RTB inventory without the need for UDIDs or identifiers.
- KnowledgeBase: Our platform draws upon 59 billion tracked app events, with an additional 1.7 billion added every week, to deliver unprecedented insights that drive precise targeting, removing guesswork from bidding and buying decisions.
We are truly excited to launch the new platform and looking forward to continued growth in 2013.
Posted by: Viki ZabalaDecember 7, 2012
It's been an exciting first year as we built out and nurtured the FreeMyApps platform, which has quickly become the go-to destination for eager consumers interested in discovering new apps. In fact, the FreeMyApps platform has more than 750,000 monthly active users.
The beta version of the FreeMyApps Android app can now be downloaded from freemyapps.com for both smartphones and tablets, and the full version will debut on Google Play later this month. The Android FreeMyApps community is expected to ramp up quickly as the hundreds of thousands of current FreeMyApps users on iPhones, iPads and iPod Touches will be able to do cross-platform social sharing with their friends on Android devices.
FreeMyApps offers users iTunes and GooglePlay gift cards for discovering and engaging with apps and games, which then pumps money back into the app ecosystem through in-app purchases and the purchasing of paid apps. Users can also select gift cards from Amazon.com, Groupon, Fandango, Hulu+ and more, and will soon be able to redeem their credits to donate to their favorite charities.
Posted by: Viki ZabalaOctober 17, 2012
On the heels of the iPhone 5 release, Apple is expected to unleash the iPad Mini at an event on Tuesday, Oct. 23, according to invitations the technology giant sent to the media.
- Reports also suggest the iPad Mini will be available in 24 different configurations and two colors – and many bloggers are speculating on other yet-to-be-announced enhancements.
- Meanwhile, for Android app developers looking to “cash in on the Google Play gold mine,” an industry visionary outlines six best practices.
Reporters have now received invitations from Apple to an Oct. 23 event at 10 a.m. PT, where the company is expected to unveil the highly anticipated “iPad Mini,” according to CNET. The invitation’s tagline read “We’ve got a little more to show you,” and the event is being held at the California Theatre in San Jose, Calif. As always, Apple is keeping mum about the new tablet’s overall features, but experts believe that it will boast a “7.85-inch liquid-crystal display and a Lightning connector,” reports AllThingsD. And, of course, it’s expected to be thinner. Aren't they always?
According to AppleInsider, the iPad Mini is expected to retail in 24 different configurations and two colors. There is also speculation that Apple could debut an entry-level, 8-gigabyte model, the iPad’s smallest storage capacity yet. Rumors will continue to swirl as the countdown to next Tuesday begins.
In Android news, Google Play continues its rapid growth, and Android developers across the globe are looking for ways to make their apps stand out. In a TechCrunch piece, Oliver Lo, vice president of marketing for App Annie, recommends six “crucial” steps to help developers create successful apps for Google’s app store, which has seen a nearly 140 percent growth in the first seven months of 2012. These factors include testing apps, knowing how to properly set up apps in Google Play, including colorful screenshots and clearly written app descriptions, strategically marketing apps, providing exceptional user support and tracking app performance. At Fiksu, we’ve also discussed the compelling opportunities the Android market offers and how it can benefit your app business in exceptional ways. To arm you with the information needed to improve Android app discovery, drive more installs and generate long-term, loyal usage, we’ve also developed an e-book, which you can download here for free.
Posted by: Viki ZabalaOctober 11, 2012
- As the holiday season quickly approaches, Google is encouraging developers to build tablet-optimized Android apps.
- According to a new study, nearly half of major brands are displeased with the progress of their current mobile marketing efforts.
- “The Force” will soon be colliding with a flock of bitter birds in the new Star Wars-themed Angry Birds mobile game.
“Tech critics and gadget reviewers have long complained that there simply aren’t enough good Android tablet apps out there,” writes WIRED’s Nathan Olivarez-Giles. But now, Google is pushing to change this by urging developers to build tablet-optimized Android apps. On Oct. 8, Google posted a best-practices blog post series about publishing quality apps to its Google Play store, as well as three successful developer stories that illustrate how apps can take advantage of the tablet’s larger-screen formats. “With the holiday season now approaching, we’re creating even more ways for great tablet apps to be featured in Google Play — including a series of new app collections that highlight great apps specifically for tablet users,” Google said in a developer blog post.
A new study from the CMO Council finds that 47 percent of major brands are unhappy with their present mobile marketing and mobile consumer engagement efforts due to limited resources and talent, according to MediaPost. Thirty-seven percent of brands are still evaluating their mobile efforts, and just 14 percent are happy with results from current activities. These findings, which stemmed from a survey of 250 global marketers, also revealed that only 16 percent of companies have formal strategies for using mobile as a major conduit for customer engagement. But the importance of mobile marketing continues to grow: 32 percent of organizations are allocating more budget to developing apps and other mobile content. Read the full study: "Engage at Every Stage."
What do you get when you combine lightsabers, slingshots, and a pack of pilfering pigs? The Star Wars-themed Angry Birds mobile game, of course! Officially launching Thursday, Nov. 8, the latest Angry Birds installment is being developed by entertainment media company Rovio, and mobile users around the globe are eagerly anticipating the game. BGR has the full teaser video and image – complete with a bird holding a light saber. May the Force be with you.
Posted by: Viki ZabalaAugust 24, 2012
Coffee lovers, rejoice! Smartphone users can now pay for their cups of joe at Dunkin’ Donuts via a new mobile app. A new study reveals that tablet sales will balloon in the next four years, while other industry research suggests that mobile ads are viewed most favorably on iPhones. And, in advance of the fast-approaching Sept. 12 iPhone 5 announcement, Apple fans are voicing their “wish lists” for the new device.
While “America Runs on Dunkin’,” consumers can now run the brand’s new mobile app on their smartphones. The donut and coffee retailer debuted its app for iPhone, iPod Touch and Android devices, allowing breakfast fans everywhere to connect and engage with the brand, pay for their coffee virtually, score promotions and interact with Dunkin’ social communities. In a MediaPost interview, John Costello, Dunkin’ Brands’ chief marketing and innovation officer, said Dunkin’ built the cross-functional app to develop deeper relationships with its customers. The free app is now available in the Apple App Store and the Google Play store.
In tablet news, annual sales are expected to surge to 450 million by 2016. While tablets may never completely replace personal desktop computers, they are supplementing larger-screen experiences, Business Insider reports. According to BI Intelligence, there are several drivers to this anticipated tablet explosion – average sales prices are dropping, increased penetration in existing markets, disruptive technologies, and multiple emerging markets ripe for the tablet opportunity. Tablet costs have dropped substantially in the past year – the iPad, for example, is down more than 11 percent from its 2011 price tag – making it more affordable for the masses. Tablets also provide myriads of apps and content such as music, movies, TV shows and magazines, allowing for greater media consumption.
Consumers are exposed to hundreds – maybe even thousands – of ads each day, and as advertisers struggle to optimize app visibility, they’re increasingly turning to Apple’s iPhone. According to a new survey from the Online Publishers Association, iPhone users are more favorable to mobile ads than those on Android. Industry experts, however, advise advertisers to take this research with a grain of salt, saying they shouldn’t be swayed to one platform or another. “This places Android and iOS as equal peers and, given these ads are typically delivered inside apps or through the Web, it is likely advertisers will treat both dominant platforms equally,” technology analyst Rob Enderle said to CIO.
And with the calendar quickly racing toward the rumored Sept. 12 iPhone 5 and iOS 6 reveal, Apple enthusiasts are voicing their desired “wish lists” of features. In particular, gaming enthusiasts are hoping for a bigger screen (the single most important way to enhance the gaming experience,) more gigabytes for more storage, haptic technology, improved graphics technology and support for an external controller, reports MODOJO.
Posted by: Viki ZabalaAugust 3, 2012
Following months of rumors, a date has reportedly been set for the launch of the iPhone 5. In other welcome news, two industry reports chart the significant growth of mobile ad spending and app revenues. Meanwhile, Android developers received word of important policy changes for the Google Play app store.
Apple will announce its iPhone 5 Wednesday, Sept. 12, with the device hitting stores Friday, Sept. 21, according to new reports. According to a Mashable piece, the launch will be made via a special announcement and will also include a new iPod Nano and possibly the iPad Mini. As CNET reports, Apple expects to produce 20 million iPhone 5 units in the September quarter alone. And J.P. Morgan predicts Apple meeting – or exceeding – the current sales estimates of 39.5 million for Q4 2012 and 37.8 million for Q1 2013.
According to a new report from eMarketer, global mobile ad spending is projected to hit $6.4 billion in 2012. Driven by strong growth in the U.S., mobile ad spending will increase about 62 percent this year, putting the U.S. market ahead of Japan for the first time. The research estimates the U.S. mobile ad industry will balloon 96.6 percent to $2.3 billion in 2012. Mashable shares a chart that depicts mobile ad spending worldwide (by region and country) from 2011-2016.
Revenues generated by iOS and Android apps are forecast for healthy growth, says Mobile Marketer. New data from Flurry Analytics projects app revenues to grow 60 percent to $8.7 billion, with advertising as the fastest growing revenue category. According to Flurry’s data, iOS and Android apps tallied a total of $5.4 billion in 2011 from premium sales, in-app purchases and advertising sales. Interestingly, in 2010, the top 25 ranked titles on iOS and Android generated 28 percent of revenue from premium sales and in-app purchases, but this year, they are expected produce only 15 percent of revenue. “What’s most surprising is that that mid and long tails are getting fatter not skinnier,” said Peter Farago, vice president of marketing at Flurry Analytics. “More apps are making more money.”
This week, Google Play delivered a letter to its tens of thousands of Android developers, informing them that it is making numerous changes to tighten its policies. Changes included naming apps, app icons, payments, privacy, spam and advertising. “All in all, this is a pretty strong list of ways that Google can now use to better control what kind of apps appear in the store, and perhaps attempt to raise the quality in the process,” writes Ingrid Lunden in her TechCrunch piece. Developers of new apps will be required to meet the new policy changes immediately, while apps that violate the new rules will have 30 days to comply or risk app store ejection. You can read Google Play’s full letter here.