Category: Best Practices

Using App Store Intelligence to Keep Tabs on Your Mobile Competition

Trace Ronning
By: Trace Ronning
November 18, 2015

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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5 Surefire Ways to Grow Your Subscription-Based Mobile App

Trace Ronning
By: Trace Ronning
November 2, 2015

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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Engineering Virality: How to Create Shareable Moments in Your App for Growth

Trace Ronning
By: Trace Ronning
October 23, 2015

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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5 Keys to Working with Mobile User Acquisition Partners

Trace Ronning
By: Trace Ronning
October 19, 2015

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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The ASO Trick No One Is Talking About

Dennis Mink
By: Dennis Mink
July 2, 2015

Admit it. ASO is boring! And every app marketer worth their salt knows the basics of optimization to get their app discovered in the app stores. You have your favorite ASO tool to monitor your app’s keywords and your competitors’ and rank them for competitiveness and search volume. You stuffed in a few keywords that you hope will take some traffic from your competitors. You even did some link-building campaigns to increase traffic to your app’s Google Play page.

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Spring Cleaning Tips to Freshen Up Your App Marketing Campaigns

Dennis Mink
By: Dennis Mink
March 23, 2015

Ah yes, spring has arrived. The snow is melting, the birds are singing and people are sneezing all around. All the signs of spring we’ve come to expect and love, depending on where you live of course.

And with spring comes the effervescent ritual of spring cleaning. If you’ve got an app you are looking to grow, there’s no better time to do some spring cleaning of your own. We’ve pulled together some quick tips to help you get more users clicking and converting.

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RTB is Growing Like Mad. Is Your Mobile Marketing Keeping Up?

Sean Whitbeck
By: Sean Whitbeck
January 13, 2015

Real-time bidding (RTB) is the fastest-growing mobile marketing technology. Joining these high-velocity auctions for individual mobile ad impressions is a huge opportunity for tech-savvy mobile marketers.

RTB is the next generation of targeted advertising: whereas more traditional ad-networks offer demographic targeting, RTB exchanges enable individual user targeting. This, in turn, unlocks unprecedented opportunities for more effectively engaging or re-engaging with your customers.

According to Business Insider RTB market share of mobile advertising revenue will grow from 3% in 2013 to 30% in 2018 at a compound annual growth rate of 128%. (more…)

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5 Most Common Mistakes in Designing App Install Ads

Dennis Mink
By: Dennis Mink
December 18, 2014

iOS-app-store-iconThree.  That’s how many times a Director of Marketing I know opened her desktop computer during her recent maternity leave. Instead, nearly all of her online activity happened on her mobile phone and tablet.  As a marketer who’s product is almost entirely optimized for a desktop browser, this was a wake up call for her.

As our connected time spent rapidly shifts to mobile, so must we as marketers develop competitive mobile strategies to attract and engage consumers.  With apps making up 86% of time spent within a mobile device, mobile app marketing has already become a critical advertising channel for many verticals.  Growing your app installed and engaged user base is the first step. (more…)

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Cost-per-Install: The Astonishingly Mediocre Metric Mobile Marketers Love [and Hate] To Use

Dennis Mink
By: Dennis Mink
December 4, 2014

performance_large_singleEvery company with an app these days seems to be running paid mobile app install campaigns. I can’t go a day without seeing an ad on my phone encouraging me to install an app. Sometimes I bite and go for it. When I do, I usually take a quick 15 second look before deciding if I want to keep the app to check out later. If I can’t figure out how to use it or just don’t see the value in the app, it’s gone. A press and hold of the jiggly app icon and off it goes into the big app trash can in the sky.

As a marketer, I cannot help but think about how much companies spend to get people to install their apps, only to see their apps deleted so soon after installing. How much money did they spend on my install? What was their CPI? $2? $5? $10?

According to VentureBeat, most users acquired via CPI are of astonishingly low-value. Over two-thirds of the users acquired via CPI have a sub-$10 life-time value (LTV), and almost one in six have profitability-dooming LTV of precisely zero. (Read more). Ouch! As the app space becomes more competitive (hard to believe, right?) and the cost-per-install continues to rise, the problem for marketers will only get worse. (more…)

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