Apple recently announced that its upcoming iOS 9 mobile operating system will allow consumers to use ad blocking technology, creating an understandable amount of concern in the mobile space. Owen Williams wrote at The Next Web that “iOS 9 ad blocking will hurt publishers more than any other websites,” and he’s right.
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.
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.
Build a great game and it’ll sell itself. Build a great eCommerce mobile app… get ready for a bumpy ride.
In recent years, the mobile app industry has exploded in both marketing spend and app usage, but support for app marketers across all industries has been far from equal. You can’t fault games for the disproportionate attention they receive, though. Without games, it’s hard to imagine the industry would be anywhere near where it is now. But with the increasing amount of money being spent on marketing other types of apps, the time has come to give marketers of non-gaming apps the support they need to succeed on mobile.
Imagine you’re the owner of a hot new restaurant. You’ve spent countless hours refining the menu, adjusting the décor, and training your staff. Everything is perfect, so you spend the remainder of your budget on advertising and marketing to get new customers in the door… and it works. Every day, hundreds of new customers walk into your restaurant to enjoy a meal. You expect full tables and can’t stop thinking of the buzz that will come from your satisfied customers. But there’s a problem: 25% of the people that walk in your door turn around and walk right back out, never to be seen again.