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How to market your mobile site or app without spending a fortune on ads

@App Promo was recently interviewed by Andy Favell, ClickZ columnist on mobile on the topic of App store optimization.  Enclosed is a short extract of the full article which can be found at:

https://www.clickz.com/2016/02/10/how-to-market-your-mobile-site-or-app-without-spending-a-fortune-on-ads

App store optimization (ASO)  is the equivalent of SEO for native apps. It is partly about how the app ranks when people search the store of a relevant app and partly about how compelling it appears to the user.

  • App store rankings are believed to be influenced by numerous things including title, description, keywords, popularity – downloads and continued use – reviews and frequency of updates.
  • Users are influenced by icon, title, description, including quality of screenshots and videos used, and reviews.

Done effectively, app store optimization should deliver better long-term results than paid advertising.

Gary Yentin, CEO and Founder, App-Promo, Toronto:

Currently, ASO has the best return on investment (ROI) but that is over time. For immediate impact, paid media delivers the best ROI.

However ROI of paid advertising varies. It depends both on what the life-time value (LTV) of the customer is, and when the paid media campaign is launched.

Paid media acquisition costs vary with supply and demand and tend to be higher in Q4 (during the holiday season).

ASO tends to deliver better ROI since rates and inventory are not subject to this fluctuation and it delivers longer term results.

Test, test and test again 

Digital marketing is an imprecise science because every situation is different. This makes it essential that marketing programs are constantly measured and tweaked to maximize optimal results.

Gary Yentin:

It’s important to plan early and have a sufficient budget allocated, and test, test, test. It not terrible to make a mistake. If the budget allows for testing, you can then learn and make changes towards a successful campaign.

 

We #LOVE #APPS- Valentine’s Day Promotion

Screen Shot 2015-02-03 at 2.43.37 PM

@Apppromo LOVES #ASO

Share with us the applications you #LOVE and @Apppromo with offer a 15%discount on our #ASO services. Optimization of your app store product page is key to your app’s success. It is the destination for all  of your marketing efforts (ads, search, social media) and its the first thing customers see when they come across your app within the app marketplace.

Don’t miss out on this Loving promotion!

@Apppromo LOVES #AppPreviews

We are pleased with the successful launch of our App Preview services. The reviews for the service have been great. Our script-to-screen process covers it all-from the storyboard and graphics to original video (if needed) and professional voiceover. Check out our work, click on the link or picture to view a sample of the quality App Preview Videos created by @Apppromo.

Our Valentine’s Gift to you – 15% discount on all #AppPreviews for the month of February. Contact us today at info@app-promo.com for a custom quote.

 

5 Mobile Success Tips for App Store Optimization


Screen Shot 2016-01-10 at 3.10.13 PM

What is App Store Optimization and why is it important for a successful mobile product launch? App Store Optimization (ASO) is the process of improving the visibility of your mobile app in the IOS or Android App Store and increasing organic downloads.

App Store Optimization is considered one of the most important steps in creating your mobile marketing campaign. With over 2 million apps featured in both the IOS & Android App Store, enhanced discoverability of your app can make the difference between the success or failure of your app.

Tip #1 Define Your Product: The first ASO tip is to define your product and your target audience. Regardless if you are building a game, utility or a communication tool, the key to your app’s success is to understand what you are building and why it will benefit your user.

Tip #2 Naming Your App: What’s in a name? EVERYTHING! Naming your app is one of the most exciting steps of application development. Often publishers have an idea of what they want to call their app even before it’s developed.

Key Success Factors

  • Title – The keyword placed in the mobile app title should be the one with the heaviest search traffic. It’s important to research the keyword that best describes your app and will drive the most traffic to your App Store page.
  • Keywords – To improve your search engine ranking, you need to research which keywords are most relevant to your App Store category and your target audience. We recommend that you monitor your competitors App Store page and chosen keywords to optimize your ASO strategy.

Tip #3 The Power of an App Icon: If a picture is worth a thousand words, then your app icon is worth more than any other asset for your mobile or tablet app. Your app icon is the most evident element of your branding; both on the home screen of the users devices and in the App Store where they make the decision to download your app.

Users typically make app choices based on icons – similar to how they often judge a book by its cover. With mobile download behavior being very impulsive, it’s extremely important that your app icon stands out and is visually creative. We recommend that you A/B test your App Store icon and screenshots first before making a final decision.

Tip #4 Sell Your App With Vivid Screenshots: Outside of your app icon, the most powerful visual elements of your product page within an App Store are your screenshots. People are more visual in nature and when a user visits your app page or any other mobile product property you have online – such as a landing page, or social network page – the user will gravitate towards your icon and screenshots before reading any copy describing your app. You must be strategic with the selection of your screenshots. Review other popular apps screenshots for tips and ideas.

Tip #5 Write an Effective Product Description: One of the most important selling tools for your mobile app is your App Store description of your product. Writing about your product can be a challenge, especially when faced with a blank page, and you’re more inclined to write code than marketing copy.

We recommend you write a short, succinct description of your app that answers these questions:

  • What is your app?
  • What does it do?
  • Why should I care?
  • Why are you different?

We call this the elevator pitch because you should be able to articulate your app description in a few sentences, two or three at the most. Readers should be able to get a clear picture of what your app is all about and most importantly, why they should download it from the App Store.

If you follow these five important App Store Optimization tips, not only will it increase your discoverability in the App Store but increase your chances of making your mobile product launch a success.

TIP: Use Software Updates to Climb the Charts

Be on top of upcoming SDK updates and plan to use new functionality as soon as it is released. This will not only allow you to stand out from the crowd but it will increase the chance of being highlighted in the app stores as many OEMs are looking to showcase the new features of included in software updates. Using new technology will also provide an additional hook for bloggers and other media to run your story making it easier to be picked up by the press.

——
Every Tuesday App Promo will be providing tips on app marketing and promoting applications based on their experience leading marketing campaigns for applications across platform. These tips are like regular marketing vitamins aimed to boost discovery and visibility for app publishers to better succeed in the business of their apps.

The cost to market an app soared in 2015

CPI 2015

The cost to market an app soared throughout 2015 reaching all-time highs for both iOS and Android. App makers were granted a slight reprieve for both Android and iOS in November, according to the most recent indexes from Fiksu. Though the downturn was slight, it’s the first month since August in which costs dropped for both mobile platforms.

  • The advertising cost associated with getting a user to download an app was $1.54 for iOS in November 2015, down 10% from the month prior, but 40% higher than the $1.10 it cost in November 2014.
  • For Android, app install advertising costs came in at $2.27 in November, down 6% from October, but up a steep 101% from the $1.13 it cost in November 2014.
  • Android costs grew the most rapidly. The growth of app cost seen throughout 2015 for both iOS and Android was high in the second half of the year, particularly so for the cost of installing Android apps, which spiked and grew ahead of iOS around March 2015.
  • These growing costs are a byproduct of crowding app stores that make organic app discovery challenging if not impossible for many apps.
  • It’s unlikely costs will deflate to 2014 standards any time soon. Although Apple and Google have been attempting to make app discovery easier, there’s been no substantial solution to this issue.

Here’s what it costs to crack the top 25 mobile apps around the world

Here's what it costs to hit the top 25 ranks around the world in the iOS app store.

It can cost $200,000 in advertising expenses to push an app into the top 25 ranks in the U.S., according to data from mobile marketing firm Fiksu.

Fiksu analyzed what it costs to reach the top ranks in the iOS app store around the world. While the U.S. is the most expensive, it costs only $15,000 to hit the top 25 ranks in Canada.

Meanwhile, it costs $65,000 for Germany; $45,000 for the United Kingdom, $30,000 for France; $10,000 for Thailand; and $35,000 for Brazil.

Tom Cummings, director, account management at Fiksu, said in a statement, “Visibility in the iOS App Store is a great way to get more organic downloads — but climbing the ranks can be hard. Paid app promotion to generate downloads can help propel you to the top of the charts – but cracking the top 25 overall free apps in the U.S. is an expensive proposition. We’ve calculated what it takes to get to the most visible ranks in App Stores around the globe and complied the results to give you some alternatives to the pricey U.S. market. While the U.S. App Store remains the most lucrative, marketers with the option of promoting in other countries should at least consider app marketing that takes advantage of much lower costs to get top 25 visibility or better.”

A small group of apps dominates discovery and installs

The vast majority of apps in the Google Play store are rarely installed, according to a new report by the Pew Research Center. The report analyzed over 1 million apps in Google’s Android operating system in 2014 to determine the quantity and nature of permissions that programs request from users.

Android App Downloads

The report’s data on installs illustrates just how lopsided Google’s app store has become. It also points to just how difficult it is for developers to promote new apps.

  • Nearly half (47%) of all apps available in the store during the period of the study had been installed fewer than 500 times, and more than 90% had been installed fewer than 50,000 times.
  • At the same time, a small group of highly visible apps are installed by vast numbers of users. Four apps were installed between 1 billion and 5 billion times during the period examined
    — Google Maps, Gmail, Google Play Services, and YouTube. It is important to note that these apps come preloaded on Android devices.
  • Facebook, Google Play Books, Google+, Google Search, Google Text-to-Speech, Google Street View, and WhatsApp were in the next group of apps installed in the 500 million-1 billion download range.

Will McKitterick and Laurie Beaver | November 20, 2015

Google Gets Surprise Ally in Mobile-App Search Push: Facebook

Google Gets Surprise Ally in Mobile-App Search Push: Facebook  via 

A Facebook FB +0.09% employee displays an Android phone made by HTC on April 4, 2013.

Agence France-Presse/Getty Images

Google’s effort to keep its search engine relevant in a world of mobile apps just got a boost from a big rival.

Facebook Inc., operator of the world’s largest social network, on Friday began allowing Google to crawl and index its mobile app, a spokeswoman for Google parent AlphabetInc.GOOGL +1.40% said.

The agreement means that results from Google searches on smartphones will display some content from Facebook’s app, including public profile information. The listings will appear as “deep links” that will take users to the relevant part of the Facebook app, the spokeswoman said.

That largely mirrors how Google indexes information from public Facebook profiles on the Web. It also has access to content such as business listings called Pages, Groups and Events.

Google can’t show content shared through logged-in and private Facebook app sessions, meaning it is still locked out of most information inside the walled garden of Facebook’s social network. For those searches, users will have to use Facebook’s search service, which it recently updated.

However, Facebook’s cooperation is a sign that Google is making inroads in confronting a big challenge – searching inside apps. Google’s search engine is dominant on the Web, but its computers can’t automatically “crawl” and categorize the information inside apps, where smartphone users spend the majority of their time. So it must persuade app developers to let it peer inside.

“In mobile their position as the online starting point is at risk,” said Chris Maddern, co-founder of mobile-app discovery startup Button. “If people lose faith that they will find things they need by searching on Google, that’s bad for the company. Anything Google can do to maintain that position is good.”

Facebook’s agreement to let Google’s technology inside its app suggests the social network sees some benefit from the collaboration. That could include users who stay inside the Facebook app after following a Google search result there.

“When people search for public Facebook content on the mobile web, those who use Facebook for Android can now click through and go straight to the Facebook app,” a Facebook spokeswoman wrote in an emailed statement.

@Apppromo speaking @nextMediaNow in #Toronto- Nov 10th, 2015

@NextMediaNowIf you are in #Toronto on Nov 9/10 and interested in #DigitalMedia don’t miss @nextMEDIAnow  Meet @AppPromo & learn the secrets of #Apps http://www.nextmedianow.com/2015-participants/meeting-exchange-executives/   Don’t forget to book your meeting today!  Spots are limited and the information extremely valuable!  🙂

 

Content owners set to benefit from App Store shift

Apple’s App Store will reach nearly $30 billion in annual revenue by 2021, a Strategy Analytics report predicts (click image to enlarge), with content players benefiting from a growth in subscription services.

app store apple

By the end of the forecast period, the iOS  company will have paid out more than $140 billion to app developers.

ios

Currently, 80 per cent of revenue is made by virtual goods and in-app purchases, with game companies dominating.

In the future, content owners such as Netflix, Hulu and Spotify will see “exponential revenue growth” fueled by in-app subscription sign-ups.

In many emerging markets, users will have access to such services for the first time through their Apple devices, the report noted, adding that when Netflix recently allowed in-app sign-up for its service, it climbed the ranks of the highest grossing entertainment apps in more than 20 countries.

Joshua Martin, chief evangelist of apps research for Strategy Analytics, explained that “the ascent of Netflix to the top within days is a testament to the power of apps and iOS. Simply by enabling a feature Netflix found a new universe of users”.

“The stickiness of subscription services such as Netflix will see content owners sit atop the highest grossing entertainment apps and, in the long term, amongst the highest grossing apps overall globally,” he added.

Martin also said that “in-app purchase will still drive billions in revenue each year, but the growth of subscription and consolidation among key players is a key trend that will drive future growth for the App Store, Apple, and content owners”.

New devices such as Apple TV and the Apple Watch will account for a small percentage of downloads but will extend app capabilities.

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