Technological progress is on the go. Every year, consumers receive many innovative products that become integral to life. Today, the mobile application market is developing at a rapid pace. In direct proportion to the growth in demand for smartphones, the demand for mobile applications has also grown.
The Importance of Mobile Application Promotion
More than a decade ago, say in 2009, it was enough to simply add the created software to the application catalog, but today this is not enough. Currently, there are a huge number of applications in the app stores, and the user may not pay attention to yours, even if it is very useful. Thus, it is important to think about the promotion of your app and choose effective strategies in order to increase mobile engagement and make a profit.
Top 3 Mobile App Promotion Strategies
There are many different mobile app promotion strategies, each with its own advantages and disadvantages. Read below about the 3 most common, which have repeatedly proven their effectiveness in practice.
The Strategy of Bringing the Mobile Application to the Top
This promotion strategy is suitable for applications with a broad audience, that is, a mass product without a strong specification of the target audience (games, social networks, utilities such as alarm clocks, etc.). Here we can talk about the general Top and Top categories of App Store and Google Play applications. According to these two Top variants, the promotion budget can differ several times.
To get to the general Top, the application must have a large number of installations in a short time. Thus, for example, App Store and Google Play require about 20-25 thousand installations per day in the first two days. Getting to the top of the App Store and Google Play app categories requires about 500-10,000 installs per day. The app should also get good reviews and ratings from users.
The strategy is typically used to ensure that the app’s natural install growth starts after launch. Over time, the increase in the number of natural, i.e., free installations, can be proportionally reduced, replacing a share of paid installations. Gradually, the task of getting to the Top will be replaced by the task of maintaining the existing positions and growth indicators.
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Beginner developers and small companies like to use this strategy because it allows organizing promotion in conditions of a much more modest budget than the one required to bring the application to the Top. This strategy is also good to use if you know the average earnings per user. In this way, it is possible to determine the price of the installation quite accurately while maintaining profitability.
As part of this strategy, app owners get the desired number of downloads at a minimal price. First, the desired or maximum allowable cost of one install is determined, after which a promotion strategy is built based on those tools and with the connection of those advertising platforms that allow getting downloads at a set price.
The essence of the target strategy is to attract exactly those users who may be interested in a certain application. This strategy is great for products with a limited target audience. Thus, thanks to targeting, you can get the opportunity to spend the budget on promotion as accurately as possible without showing ads to those who are not interested in them. The targeting strategy, for example, can be suitable for sports-themed applications, applications of specific banks, etc.
Helpful Mobile App Promotion Tips
- Analyze the target audience. It provides for the formation of a portrait of the consumer, that is, a description of age, place of residence, employment, gender, interests, behavioral characteristics, etc. The analysis will allow you to make a further choice of the right promotion channels;
- Analyze competitors. It is necessary to identify competitors’ main strengths and weaknesses, analyze their positioning and market-based pricing strategy, and identify opportunities for obtaining competitive advantages. The information obtained will allow to avoid the shortcomings of competitors and take into account the wishes of users when developing their own application;
- Analyze the marketing environment. In order to determine the potential opportunities and threats caused by the marketing environment factors, you should analyze the external and internal environment. The promotion strategy should be aimed at leveling the negative effect of marketing threats and maximizing the benefit from marketing opportunities.
The promotion of mobile applications is important today. However, implementing an effective strategy requires an analysis of the target audience, competitors, marketing environment, and the selection of promotion tools. You should approach this responsibly, and you will definitely succeed.