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App Marketing: the crucial line item too many app developers miss

Mobile Phones And Abercrombie

The Roadshow’s four stops include: Seattle (March 24), Vancouver (March 25), Toronto (April 1), and Montreal (April 2). Get all the info here. 


You’re developing what you hope will be a killer utility app or mobile game, you’re past proof of concept, you’re gotten some serious investment dollars, tested, tested, and retested, and are ready to launch. The one thing you may have overlooked? How you’re going to market the damn thing.

According to Gary Yentin, CEO and Founder of App Promo in Toronto, more often than not, developers are rushing to launch without a marketing plan in place and the budget to fund it. “I’m still amazed six years later [after the App Store launched], that people don’t put a line item in for marketing,” he says. He says that even seasoned VCs overlook it and instead get too fixated on the technology.

Of course, in order to market intelligently, you need the right analytics. You need to know who your users are and what they’re doing. But according to Yentin, many developers haven’t even put the right SDKs in place for tools such as Flurry or Google analytics, or any of the other mobile measurement platforms. “You can advise them to do it but sometimes they just don’t have the time,” he says. “They’ve set a launch date and that means they would have to go back and re-submit to the store.” No app developer wants to do that.

Even for those who have planned to capture data out of the starting gate, there are issues to solve. While there are a number of valuable analytics tools that can provide vast amounts of data, Yentin says that all too often, most developers are just too busy and overwhelmed with making things look good and work right to make good use of them.

“Developers are always super-rushed and have limited resources, and to be honest, a lot of them don’t know how to understand and interpret the data,” says Yentin. “It’s kind of a catch 22; you can put the KPIs out there but then you have to understand how to use and understand those KPIs.”

He’s contrasting this to giants like EA, Disney, or King, that have specific teams of up to 50 people dedicated to analytics. For mid-size and smaller developers, this just isn’t realistic, and for Yentin, it’s essential at the start for these mid-range players to build in an internal resource to monitor and interpret analytics, or outsource if that’s not possible.

Collecting data over time is important, but the first week after install is most critical, says Yentin. A lot of players won’t return after that first week, so it’s an essential time frame in which to get the most important data: what time of day users open the app, how often they come in and out, how much time they spend, how they interact with the app and its functions. Learning why people leave is as important as why they stay.

Developers also make the mistake of failing to determine exactly who their user is. He provides the example of a gaming client who had exclusively targeted males 18 to 24. All the creative in the game and all the advertising were aimed at this audience. But when the developers started to look into the demographics, they saw that they had a 30 percent uptick of females. “That was something they never dreamed about,” says Yentin. “Here they’re creating for one group, and then find out they have a completely different sex playing the game. That’s kind of significant when you think about how you’re going to go about acquiring users.”

But before developers find themselves in a similar situation doing a quick correction by targeting a percentage of advertising spend at gossip sites and fashion publications (yes, a terrible, awful stereotype, but it makes the point), developers can feel out their audience ahead of time. Yentin says it helps to get your app on a test flight. For smaller developers that can mean something as simple as using a meet-up group in your local city which can provide invaluable information and data. “A lot of people do all this research and great planning on the product side without considering the audience in terms of what that audience will actually do,” he says.

Being in Canada, he often sees another route to early learnings. “We see a lot people do their MVP [Minimum Viable Product] launches in Canada because it’s very similar to the U.S. market,” he explains. “Once they see what resonates with the audience, and tweak it, then they hit the big time.”

Ninety percent of App Promo’s business actually comes from outside Canada, from places as diverse as China, Japan, Russia, Europe, and Mexico. “It turns out, we’re a very good testing ground!”

 

Written by , @VentureBeat

 

@VentureBeat Mobile Developer Roadshow – Toronto, Ontario

venture Beat road showVB’s Mobile Developer Roadshow is coming to Toronto!

@VentureBeat is  hosting an invite-only roadshow on April 1, 2015 in Toronto to reveal the latest trends and case studies in mobile acquisition and monetization.

The Event

This event, geared towards mobile professionals including developers, product marketers and business development professionals, will be a focused, single-track discussion tied to VB Insight’s research on mobile user acquisition and monetization.

All attendees will learn the very best mobile app acquisition and monetization strategies, network with leading industry peers and also receive complimentary copies of the VB Mobile Games Monetization Report ($499 value) and the VB Mobile User Acquisition Report ($499 value).

Details

This event is free and is invite-only to guarantee the absolute highest quality of attendees.

Business casual attire is requested.

Speakers

John Koetsier
VP, ResearchVentureBeat
Ian Atkinson
VP Business Development
AdColony
Michael Sikorsky
CEO
Robots and Pencils
Albert LaiZ
Co-Founder / CEO
Big Viking Games
CEO and Founder
App-Promo

We #Love #Apps – Valentines Day 2015 Promotion

App Promo

@Apppromo LOVES #ASO!

Share with us the applications you #LOVE and @Apppromo will 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 our marketing efforts (ads, search, social media) and it is the first thing customers see when then come across your app within the app marketplace

Don’t miss out on this Loving promotion! 

                                           @Apppromo LOVES #AppPreviews

We’re pleased with the successful launch of our App Preview service. The reviews for the service have been great. Our script-to-screen process covers it all – from storyboard and graphics to original video (if needed) and professional voiceover.  Check out our work at on the @Apppromo website  HERE   and we are pleased to offer a  15% discount on all #AppPreviews for the month of February. Contact us today at info@app-promo.com for a custom quote for your application.

App Promo will be attending and featuring their #ASO and #AppPreview packages and well as showcasing some of their clients at this year’s Mobile World Congress in Barcelona March 2-5, 2015. Contact us to schedule a meeting, or tweet us @Appromo to meet us, we would love to hear from you. Contact Us
Astrochicks is announcing the launch of their new radio podcast series, Astrochicks: Where the Stars Collide, featuring Celebrity Astrologers Jacy Nova & Patty Kamson, produced by Paul Robinson. The radio show is a spin off the popular gossip blog, Astrochicks.com that serves juicy gossip with a cosmic twist. Make sure you check out the podcast at:-     http://astrochicksradio.podbean.com/

 

A clear understanding of specific audiences — and how to reach them —  can make or break a new app.  The 2015 Mobile Personas Study is a comprehensive analysis of mobile behavior, attitudes and trends to help agencies, brand marketers and manufacturers develop effective mobile strategies. Now available for the US and Canada!
Click for more information
Copyright © 2015 App Promo All rights reserved.
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Welcome to 2015 – App Promo Winter Newsletter

App Promo

Happy New Year

App Promo would like to thank you, our valued clients,  for an incredible 2014!  Over the past year we welcomed new developers from Hong Kong and Latin America,  and an expanding portfolio of innovators from the U.S. and Canada.  As 2015 rolls in, we’re delighted  to announce two new services to our app discovery and monetization toolkit:  (1)  Cost-effective app preview video production (see below), and,  (2) Social content development, production and planning.  We wish you all continued success and a healthy, prosperous 2015.    Let’s rock this year!  

App Store Optimization

Meet @Apppromo at #CES2015

Don’t let what happens in Vegas stay in Vegas!  App Promo will be attending #CES2015,  January 5th through 7th and we’d love to meet YOU.  On Monday, Jan 5th,  CEO Gary Yentin will speak at the Appnation Conference (Cosmopolitan Hotel), and is also a panelist at Digital Hollywood, Jan 6th   (Las Vegas Convention Centre).  Tweet @AppPromo to meet up – our schedule is filling up fast.

NEW APP PROMO SERVICE

VIDEO APP PREVIEWS FOR APPSTORES

We’re pleased to announce the launch of our new App Preview service, specifically designed for the new iOS 8 App Store and GooglePlay. 

Back in June, Apple announced that developers would be able to create and upload a 30-second demo to their App Store listing. The videos appear next to the app screenshots and have become a promotional must-have.

Early  reviews for the service have been great .  Our script-to-screen process covers it all – from storyboard and graphics to original video (if needed) and professional voiceover.  Check out our work at on the @Apppromo website  HERE    Contact us today at info@app-promo.com for a custom quote for your application.

Featured App
Bandai Namco-Cinemagic

Get ready for Award Season
with Cinemagic
CINEMAGIC by Bandai Namco is an amazing new movie match and puzzle game that will be available for smartphones (iOS and Android) worldwide, January, 2015! in the United States.
City King iPhone App

CES Wrap Up and Mobile Implications 2015

Unable to attend CES?
We’ve got you covered! App Promo and Tapped Mobile will present a curated, half-day morning session on Thursday January 16th at the TIFF- Bell Lightbox, recapping CES 2015. A panel of Canada’s top digital executives will discuss the implications of the mobile industry shifts and announcements, and share insights into how they see the year ahead unfolding.  Join us for this dynamic session!
Enjoy a cup of coffee, light breakfast, and come in from the cold to warm up with Mobile Insights 2015.

Click here to register

Mobile Personas 2015

How well do you know your customer?
A clear understanding of specific audiences — and how to reach them —  can make or break a new app.  The 2015 Mobile Personas Study is a comprehensive analysis of mobile behavior, attitudes and trends to help agencies, brand marketers and manufacturers develop effective mobile strategies. Mobile Personas is a collaboration between Brandspark International (consumer and shopper insights), Tapped Mobile (mobile advertising) and App Promo (app strategy and monetization).
Click for more information
Copyright © 2015 App Promo All rights reserved.
For more information about App Promo or to read our Terms and Conditions and Privacy Policy visit us at www.app-promo.com
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Mobile Insights 2015 –  A Recap of CES 2015 with Implications and Insights for the New Year

Welcome to 2015 and the year of ???

Jan16

App-Promo and Tapped Mobile have survived the madness of CES 2015 and are pleased to present a curated half day morning session on Thursday January 16th at the TIFF- Bell Lightbox, recapping CES 2015 with a panel of the top digital executives in Canada discussing implications from CES and insights into how they see the year ahead unfolding.

Enjoy a cup of coffee, light breakfast, and come in from the cold to warm up with Mobile Insights 2015.

Event Overview
8:30 Registration, Networking, Coffee and Light Breakfast

9:00 Welcome and Opening Comments.
Jed Schneiderman, CEO TappedMobile
Gary Yentin, CEO App-Promo

9:15-9:30 CES 2015 Wrap Up

9:30-10:00 Agency Insights
Jake Norman, CEO Mindshare Canada
Bruce Neve, CEO Starcom MediaVest
Will Pate, VP Digital Strategy, M2 Universal
Matt Di Paolo, Managing Director Digital Innovation, Sidlee
Moderated by Jed Schneiderman, TappedMobile

10:00-10:30 Brand Insights
Jonathan Dunn, Associate Director Sales Marketing, Bell Digital Media
Rahul Raj, VP Marketing of Ecobee
Mark Childs, Chief Marketing Officer, Samsung

Moderated by Gary Yentin, App-Promo

10:30-10:45 Mobile Personas 2015
Mark Baltazar, Vice President, Brandspark International

10:45-11:00 Recap and Questions and Answers

Registration Information

Registration is limited to the first 100 registrations and is free for qualified agencies, brands and digital innovators.  Simply click on  bit.ly/Mobileinsights2015 to register

Seasons Greetings and Happy Holidays 2014 from @Apppromo

Its been a very busy year for @Apppromo (our best ever!) and we want to take this time to thank all our customers, followers and friends. Wishing you and your family a very happy and healthy holiday season and looking forward to another record breaking year in 2015!  Cheers!
Hoiday 2014

@Apppromo announces new service App Previews for App Stores

@Apppromo is excited to announce the launch of its App Preview service specifically designed for the new iOS 8 App Store and GooglePlay. Enclosed is a sample that was created for @SecurifyApp.  We have had great reviews and hoping to share this success with our clients new and old. Contact us today for a custom quote for your application.

Events

New App Store Optimization Packages