Author: Trace Ronning


The following is a guest post written by Christine Beuhler, Content Marketing Manager at Mobile Action.

Today we’re going to talk about how to gather competitive app store intelligence and insights from the app stores to stay a step ahead of your competitors. The app stores offer a treasure trove of competitive intelligence, from App Store keyword search rankings to ratings and reviews. When analyzed properly, you can easily identify what your mobile competitors are up to and develop marketing strategies to compete more effectively.

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We’re all familiar with the idea of paying a recurring monthly fee for some kind of service in our lives. The concept has been around as long as most of us can remember. Each month we happily pay for things like cable, an Internet connection, and electricity. All of these make sense because we enjoy the benefits of each service – entertainment, access to the web, lights, air conditioning, etc. – and at some point get so used to them that we can’t live without them.

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Retention marketing is all about signals. When someone downloads your app, they are giving you their first and most important signal: that they intend to use your app. The basic assumption we make about people who download the SeatGeek app is that they are ultimately interested in purchasing tickets to live events. Therefore, any actions we take that move them towards a purchase benefits both SeatGeek and our users. The most important thing to remember about retention marketing is that it provides value to your users; they will be more engaged and interested, and that will make them more valuable to you.

Let’s take a look at how SeatGeek successfully employs retention marketing by looking at the key components: The Media and Audience Segmentation.

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This post, written by John Michaeli from Medisafe, originally appeared on Mobile Heroes.

Unlike many of the mobile apps and games in the market today, we provide our app users with a service that they are less inclined to share with their friends. Our Medisafe mobile health app helps patients stay on top of all their medications – a private and personal piece of information that you’re unlikely to see in your friends’ news feeds anytime soon. Yet, like virtually all mobile startups, we cannot afford to strictly pay our way to the top.

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Last week we hosted the very first Mobile Heroes event at MoPub headquarters in San Francisco.  It was great to see so many marketers of non-gaming apps having meaningful discussions about the challenges they face on a daily basis and getting valuable advice from other marketers who have found themselves in the same position. We’re hopeful this is the start of a community that will continue to grow and thrive.

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One of the most important things I’ve learned in my years as a mobile marketer is that my success often hinges upon the success of the partners I work with. A big part of the job is working with mobile user acquisition partners to make sure they’re delivering on their promise, that we’re setting reasonable expectations of each other, and that the line of communication is clear.

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Mobile marketing is unlike any other form of marketing. Despite its explosive growth and limitless potential, few companies have developed a revenue growth strategy around mobile. Several brands have reported seeing more than 50% of their traffic come from a mobile device, but mobile is still far from the biggest priority for a majority of brands.

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There’s a world of difference in marketing a gaming app vs. anything else, but just how different are they? And what are the most important things for marketers of either industry to keep in mind to be successful?

I’ve had the unique opportunity to work in user acquisition and growth marketing for gaming apps for six years (at Kabam, EA, Playstudios, and Big Fish) as well as this past year in non-gaming for Connect, a location-based social app and PlayKids, an entertainment app for kids ages 3-5. Combined, the experience puts me in a great position to answer those questions.

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As eCommerce becomes increasingly fragmented by the growing number of platforms customers use to interact with retail sites, understanding how consumer behavior differs on desktop vs. mobile apps vs. mobile web also becomes more challenging — and more important. My firm, Touch of Modern (ToMo), is a curated, online shopping destination for men to discover unexpected products, fashion brands and accessories to elevate their lifestyle.

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