Mobile ads and app marketing in the new advertisement era

Bernat Guitart
Published on May 30, 2016 in Mobile App Marketing
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As smartphone culture continues to grow more and more, marketers are looking towards handheld devices to promote, sell and advertise their products and services. Over the last decade, the field of mobile app advertising has boomed as marketers are finding new and innovative ways to grab a user’s attention.

But to the uninitiated this world may seem a bit confusing at first. After all, isn’t it just selling? Can’t you take the tried and true practices and just slap them on this new avenue? Well as it turns out, no. but, first let’s get a couple of things straight.

You may have read up on Mobile App Marketing and have come across terminologies both foreign and familiar. So let’s clear the air and outline a couple of them. Unsurprisingly, the method of advertising exclusively on mobile devices such as smartphones and tablets is known as Mobile Advertising. The ads can come in the form of text SMS messages or banner ads, which is more common in smartphones. Affiliate marketing, on the other hand, has been around for a very long time in the internet.

It was popular at the dawn of ecommerce, to the heyday of blogs and it should come as no surprise that it has also infiltrated the mobile space. Mobile Affiliates are apps or companies that develop apps that market a product for a commission of the sale. Entire marketplaces exist to get ads and products to the correct apps. Sites like Epom Market and Leadbolt help connect publishers and advertisers with the best outlets for their ad content.

Finally, App Marketing is the nebulous term used to describe the various ways to increase the chances of having a successful app. Success can be measured in various ways which include; number of downloads, amount of in-app purchases and revenue generated. Mobile affiliate marketing, partnering with celebrities to bring brand awareness and giveaways are all examples of app marketing.

Success in mobile app marketing is not a strict science. There are countless variables to consider. Everything from the type of app all the way to the users personal preferences come into play. Just like real life businesses, many apps are born but so few ever succeed beyond the first 6 months. Fortunately, we are able to learn from the many rise and fall cases that have come before.

Mobile. Desktop. Very different experiences. There is a very real difference in user experience when it comes to mobile and desktop.

However, several developers have neglected this fact, have gone ahead and made, what is essentially, a desktop app and place it on a mobile device. The functionality may be the same, but you can be sure that the interactions are much different. It tends to leave a bad taste in the mouths of consumers and adoption of the app tends to plummet.

So be proactive about this right from the beginning. Take the desktop version of your app and remove the bloat. Bring it down to its essentials. Release it. Then wait and listen to you customers. You can always release updates with patches and more features. Users love to receive more.

Keep marketing in mind when making apps

Too often apps, some even great apps, are created with very little thinking towards how it can reach all the people it potentially can. Developers and publishers are often too concerned about the technicality and functionality surrounding an app, as they should because an app that doesn’t work properly is on death’s door.

To combat this, use all your channels; a blog if you have one, social media, email lists or maybe even consider hiring a mobile marketing agency to determine where the heads are at of your target audience. Don’t leave dollars on the table by not doing your due diligence. Fill out all the metadata and upload any pictures or videos that you need to give your app the best fighting chance.

Get social

Make sure that your customers have the ability to share the app and the users content within to their social network. Allow them to send tweets of scores, shoot over a screen pic to Instagram, or share an article on their Facebook. These functions should be baked into the app itself. Make it easy and convenient for the user to spread the good word. Word of mouth marketing is still one of the best forms of marketing out there. Allow your customers to do the heavy marketing lifting for you and allow them to tell their audience how great your app really is.

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Customers are important

The battle to override ego can be a big one at times. But, it is imperative that you listen to the complaints, suggestions and questions that your customers have with your app. Customers can provide invaluable insights to your product. Developers and publishers are often caught up with what they think that app should be instead of how it is seen by the consumer. Interact with your users and ask them questions.

Keep them engaged and then follow through on fixes, and updates. Let’s face it, the cost of acquiring new customers can be steep in and of itself. Make sure you do everything to retain the customers you already have. Be committed to providing the best service along with the best product.

Equip yourself correctly for an effective campaign

The work doesn’t end when you ship code. There are a dozen tasks that still need doing when you release an app, but managing your marketing campaigns should be near the top of the list (only if you want to have a successful app). Fortunately, there are several great tools available on the market that not only help you get market insight and research, but also track the health of the campaign. Solutions such as Upsight and AppFutura’s very own Campaigns, allow you to customize your campaign strategy.

Using AppFutura Campaigns increases your brand visibility by getting your banner in front of more than 4000 developers through their daily newsletter (which boasts an open rate of more than 50%). Your social media presence also receives a bump as you are given an opportunity to write a guest-blog post on every month, featured on the web and their social media channels. Finally, you gain access to a community of over 14000 developers through AppFutura’s forum.

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About the author
Bernat GuitartCEO at AppFutura

Bernat is the CEO at AppFutura and he has been a Marketing manager in different companies over the years. Besides being the main person in charge of our company and its strategy, he takes care of our SEO and curates our SEO Companies and Digital Mark...

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