Mobile Marketing: 4 things you need to know to promote your application

 Mobile marketing and specifically the promotion of applications is the new global trend and you should not be left behind! It's time to share your application with your audience in the most effective way.

First of all, it is worth mentioning that a recent survey by BI Intelligence in America found that the profits from ads for the installation of applications amount to $ 4.6 billion this year and are expected to increase to $ 6.8 billion by the end of 2019. See the chart: 

As a result, this type of advertising is able to bring in a higher ROI than the rest. This is because it enables marketers to collect and measure all the data for each campaign, overcoming the problem of cookies and the complexity of mobile: different environment (mobile web, in-app), different platforms (iOS, Android, Windows Phone) and various devices (smartphone, tablets).

This data is very important for creating even more effective mobile marketing  actions , with the installation of an application being just the beginning. What matters is the moves that are made after the user downloads the application. But in order for you to be able to gather such important information for your audience, you must first persuade them to download your application. 

Are you ready?

1. How do you get your audience to download your app?

In order to catch the attention of your audience and make them distinguish your own app from the rest, you should aim to obtain a significant percentage of installation of your application that comes from organic and non-organic sources.

The difference:

·         Organic installation: Refers to all installations made from organic research or search in the app store using a keyword. This means that they either heard about the application from somewhere or relied on the top picks and suggestions of the app store.

·         Non-organic installation: Refers to all installations made from links that came from ads outside the app store.

 

The combination of success:

A successful recipe never consists of a single ingredient - unless it is chocolate. And in the case of application promotion, the "secret of success" lies in the use of both of the above channels. By doing App Store Optimization (ASO) - the equivalent SEO, but for the app store  - you can achieve a higher percentage of organic app installs . Since a high percentage of traffic plays such an important role in ASO, then investing in ads that will increase the rate of installation in a non-organic way will not hurt you. The opposite in fact, as 1 non-organic installation leads to 3 new organic installations.

2. What business model should your mobile campaign follow?

There are 4 basic business models for app install advertising:

·         CPM (Cost per Thousand): cost per 1,000 ads

·         CPC  ( Cost per  Click): default amount for each click

·         CPI ( Cost per Impression ): a predetermined amount  for each installation of your app

·         CPA ( Cost per Action ): a predetermined amount  for each action performed by the user within the application

Usually, marketers prefer the CPA because although it is more expensive it helps them gain better insight towards their audience. Beyond that, the decision is yours!

3. Where to start?

If you work with a specific budget and you want a quick, easy and effective solution then we would suggest you to "run" your ad first in the following media:

·         Facebook / Twitter

With the tools offered by both of these social media channels you can target your campaign based on demographics or other data that may be of interest to you. But in order to have the analytics you need, you must either install the SDK they give you  in your campaign or use an SDK  software  from a certified partner.

·         Google AdWords

App install campaigns can be quite effective, especially for those who can afford a relatively low budget. By running your campaign through Google AdWords you can focus on specific keywords and invest more money when you have achieved the best optimization for your keywords.

This tool is suitable for long-running campaigns aimed at a large audience.

·         YouTube True View Ads

For larger budgets, YouTube offers the option of "True View Ads" where you can promote your application to a target audience that interacts.

4. How do I "measure" success?

Once you have decided on the model and the medium on which you will base your campaign for the best promotion of your application, you must necessarily monitor and measure the effectiveness of the mobile marketing actions that you follow.

The good news is that every advertising tool offers its own analytics tools. As in Facebook ads , here you have to collect metrics, study them and use them to optimize your ads, in order to achieve the best possible result.

You can be distinguished!

The digital environment is not just in favor of mobile, but specifically of mobile applications. Because of this, it is very difficult for one application(Mobile App Design Services in San Antonio) to stand out from the others. That's why you need to make the right decisions based on your mobile marketing strategy - always based on data from analytics - in order to be different from the competition and to invest your budget in effective actions to promote your application.

Are you new to mobile? My colleagues and I are here to answer any questions and provide solutions to your possible concerns.