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Posted by: Micah AdlerJuly 11, 2011
Understanding your app's "personality" might not be the first thing you think of when devising your mobile marketing strategy. But it can reveal some important insights that will help you convert your marketing spend – and results – from shots in the dark to precise ROI.
It may seem silly, but think of your app as a person for a moment. Is your app a celebrity like Lady Gaga – exuding the nonchalant coolness that compels everyone to download it as the ultimate smartphone accessory/status symbol? Or is your app less Gaga and more Martha Stewart, fulfilling a particular hobby or niche interest? Or maybe your app lacks charisma but is really very useful.
Identifying your app's unique personality is fundamental to scientifically understanding your app's ideal rank in the app store. You must go through a testing phase to understand your app's personality characteristics with respect to its ratio of organics to paid conversions at given rank positions and then the value of users gained at those positions. To understand your app's personality, begin by answering these questions:
- What is your total budget?
- What is your target number of users?
- Do you know how many organic users (those not influenced by marketing) you get in any given rank (irrespective of category?)
- Do you know at which rank organic users are more likely to become loyal users?
It may well be that you don't need a top 10 rank to achieve your goals. For example, app 1 might attract the same volume of organic users whether ranked at #12 or #25, whereas app 2 may find that a higher rank drives greater organic lift.
But, it's also worth noting that a high rank doesn't automatically lead to loyal users, the kind who repeatedly use an app, register or even make in-app purchases. For some apps, the quality of the user when ranked very highly may actually be worse – someone who might only launch the app once or twice and then move on. There are cases when you attract a higher quality of user at a slightly lower rank position.
The takeaway is that every app has a different personality. Measuring these important factors helps app marketers hone their strategy and develop advertising campaigns that squarely and consistently target the ideal rank position for their app's unique personality and goals.
You can find these and other best practices about how to grow your mobile app business, in our free eBook.
Posted by: Micah AdlerJune 29, 2011
Recently, Yahoo! announced its App Search in an effort to address the app discoverability challenge. We understand why. Consumers have an insatiable appetite for downloading the hottest new apps that reside among the half a million crowding the app stores. As a mobile marketer, this spells huge promise and opportunity if you can overcome the needle in the haystack problem. Those 500,000 apps are competing with yours for users. How can you ensure that they will find and download yours?
The solution is in loyal user acquisition. Loyal users are those who take an action, such as an in-app purchase or registration. And they key to attracting loyal users is App store visibility. There is no amount of buzz, PR, one-off ad campaigns or sheer "wow" factors that can equal the power of a top ranking.
The challenges of app promotion are complex and can easily consume large chunks of your marketing budget. However, they don't have to. Following are five of the strategies we’ve proven out for improving app store rankings and securing those critical loyal users (read about 9 additional strategies in our e-book):
1. Work with as many traffic sources as possible
If you are working with only one traffic source type (e.g. a mobile ad network, real time bidding platform or incentive based program), or even just one of each type, it really is too small a universe to be successful. You are missing out on valuable opportunities to identify the best traffic sources for driving the largest numbers of loyal users, and to scale your business.
2. Focus on loyal users
None of the ad networks has a method for understanding how to deliver loyal users that can be directly tied back to your ROI. So you must take the initiative. To get loyal users we recommend the following:
- Define the characteristics of your loyal user
- Automate the tracking of these loyal user characteristics
- Identify the traffic sources that generated these loyal users
- Steer your ad spend toward these traffic sources
Track all of your users' interactions with your app
3. Drive and track downloads from organic users
Organic users are those who actively seek and download your app without any marketing influence. They have a much higher lifetime value than ad-driven users. You should be actively targeting organic users because they are the most likely to become your loyal users.
4. Consider differentiated or alternative categories
Do you know which category and rank will generate the most loyal users for the lowest cost possible? Your app probably fits into a number of categories, and while your gut instinct may be to place it in the most popular categories, you may fare better in one that is differentiated or alternative that might enable a higher ranking. For example, it might be better to rank fifth in a smaller category as opposed to 25th in Games.
5. Know which traffic sources drive loyal users
Based on your definition of a loyal user, you need to understand how many loyal users you are generating from each ad network and traffic source, and at what cost. Measure and recalibrate to get the mix right.
It’s true that finding the right mobile app marketing formula takes time and effort, but it doesn’t have to break the bank. In fact, you could even slash your user acquisition costs tenfold in the process. To learn more about the tips above and others, download the free e-book, Best Practices for Growing Your Mobile App Business.
Posted by: Bill FlynnJune 15, 2011
Fiksu for Mobile Apps was born from the technologies, tools and expertise we developed to successfully promote our own mobile app, Fluent News™ Reader. Within 6 months, the help of 5 PHDs and a history of hyper-efficient marketing experience, we figured out how to get our app to #1 in Apple’s App Store for our category (News) generating tens of thousands of downloads per day.
For a significant period of time, we were more than holding our own with heavyweights such as CNN, WSJ, NYT and others. Even better, we were able to get the cost of DL from $3.00 to $0.30 in a matter of weeks by finding the best places to spend our money. We immediately recognized we were on to something, that our winning formula could help mobile marketers supercharge visibility, create volumes of downloads, and build a loyal user base for their apps.
As a company we decided to offer this technology solution to others and so transformed the company about a year ago to offer folks like Groupon, Hearst, HotelTonight, Barnes & Noble, VH1 and dozens of others the Fiksu for Mobile Apps platform.
Recently we took our wealth of experience and published a useful free ebook: Best Practices of Growing your Mobile App Business
Here's the first couple of tips:
- Work with multiple traffic sources
- Focus on acquiring downloads from loyal app users
- Drive and track downloads from organic users
- Determine your optimal category and rank to maximize your ROI or cost per loyal user
...Find the other 10 Tips here: www.fiksu.com/resources/ebook/grow-app-business