Mobile App Marketing in a Nutshell

Posted by on 31 March 2013

It seems only yesterday that the smartphone madness took over our lives, but the booming smartphone app industry has already hit the high one million mark (that too in 2011). So, the question is whether the still expanding apps industry is really profitable pool for a novice to dive in. Surprisingly, the answer is yes. Even as an inexperienced beginner, an innovative app combined with appropriate marketing strategies can lead to success.

In this article, we present some aspects of apps marketing that can prevent your app from fading away in the swarm of existing apps within the industry. However, before further moving on to elaborating on the different aspects, there is one thing that should always be kept in mind:


More often than not, marketing is considered as the final step and the planning is more of an after-thought than a well-integrated part of app development. However, full-scale marketing plans should be put into action right after the initial idea of the app transforms into something marketable. The three integral factors to consider during the initial marketing planning phase are branding, keywords, and competition.


“Brand” acts as a representative for you and your company. Branding is important for any business, irrespective of the industry it is a part of. During the process of app development and designing of your brand certain things have to be taken into consideration. These include the name of the business, app style, and the icon that will be act as the graphic representative of your business within the app market.
The ideal form of brand is the one that is transferable to other mediums, meaning, stays consistent in the later stages of new app development, such as launching a new website, merchandising, etc. Brand will act as a recognition tool or a connecting bridge between you and your clients. Therefore, the app’s download page, screenshots, brand identity and app description will act as the user’s initial overall impression of your app and the brand. These components will be the driving force which converts viewers to potential clients, leading to actual downloads.


What makes a good keyword? A keyword, simply defined, is a word or a phrase that the users will look up which is directly related to the functions of your app. For example, if your app is an action game for adults called ‘RacingTrucks’, the appropriate keywords will not be ‘racing’ and ‘trucks’, but rather something like ‘action game’ or ‘adult’s racing game’. So, it is advisable to have the keyword in the name of the app and always necessary in the app description to help users find it.

In case you are confused about which keywords are suitable for your app, you can check out companies that specialize in ASO (App Store Optimization). You can always try their free trials to find what you are looking for. 


Once you have applied your knowledge regarding keywords, you are then ready to go ahead and discover your main competitors and research their keywords to determine how they are progressing in the market.

By knowing your competition it will become easier for you to determine under which category you should place your app. It can be a difficult task to choose the right category and, in some cases, you may need to take a risk and go for the one you feel is the best option. For instance, if the competition is quite fierce in one category, it may be sensible to choose another relevant category. It may not be your first choice but will help your app rank higher within that category, thus leading to more downloads.  


After you have launched your app, you enter the second stage of mobile app marketing. It is recommended that you connect yourself to an apps store analytic program, such as Millennial Media or App Annie in order to monitor the progress of your app.


In order to increase your brand awareness, it is advised to submit your app to app review websites. This will allow potential clients to easily come across your app while searching for apps in the same category, leading to potential downloads.

Furthermore, prompting present users to leave reviews will serve as an additional marketing tool. Positive feedback from existing users of your app will encourage app store users to try out the app, even if it is paid.

All in all, the app market is still a profitable industry to tap even if you are just a novice. Making the app is not the main issue contributing to the success of the apps as there are numerous companies offering easy (and sometimes free) app creator programs. The main aspect leading to success of your app is undeniably the accompanying marketing strategy.



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