App marketing

App App Marketing – Can be more than the needle in a haystack

Who does not use them, the small, digital helpers that simplify everyday life many times over. This refers to mobile apps that are downloaded to the smartphone and that try to make life easier for smartphone users around the clock, wherever they are. Meanwhile, there are more than 900,000 different mobile apps in Apple’s App Store alone. (1) The selection is increasing daily – the usage as well. This is confirmed by the proliferation of smartphones across all segments of the population. In addition, smartphone users prefer to use mobile apps in news, commerce, communications and situational services (compared to mobile websites). (2)

Mobile apps – companies are upgrading strongly

Companies have recognized this trend long ago and are strongly upgrading their mobile marketing and especially mobile apps. The German car manufacturer Audi alone offers 18 apps in various categories. There are already 26 apps at Robert Bosch GmbH. If the apps of related brands are taken into account, there are even 33 apps. (3) The bandwidth ranges from B2C to B2B and B2A apps. In-house mobile apps are also being used more and more, for example for the time recording of field staff. The possibilities are enormous – the impact on the target audience as well.

App Marketing starts on the App Store

All the more, the urgency of the App Marketing is increasing. It makes no sense if companies stop app development and have no budget for marketing after launch on the App Store. The consequence of this is probably low download numbers and lack of visibility.
In terms of app marketing decides to a large extent the pure attention on success and failure of the mobile app.

Aussagekräftige Einträge im App Store sind ein zentraler Baustein im App Marketing.

App Marketing – What you should keep in mind

The marketing of the app already starts with the App Store optimization, that means the SEO within the App Store. For this you should note the following points:

  • Meaningful app name or app icon: The user likes to click on a nicely designed app icon with a short, concise title.
  • Description text:A meaningful text with at least 200-300 words.
  • Thumbnails: The user sees the preview image first in the App Store. This should be meaningful and appealing.
    Mobile apps like „Vine“ or „Pocket“ show what’s possible in terms of thumbnails.
  • App Ratings: When deciding to download or not download also decide to a large extent the app ratings of other app users. Good ratings initiate downloads and provide content for PR activities.(4)
  • Assigning suitable Tags for the App Store: So the visibility is ensured even with targeted search of smartphone users. After all, a third of smartphone users find new apps by using the search in the App Store. When tagging, you can creatively think outside the box – but only if each keyword describes features of the mobile app. In the search results then decide the immediate download numbers – which can mean both curse and blessing alike. Rank 17 in the search result will be less effective, but is dependent on the popularity and popularity of the app. (5)

Since smartphone users often find new mobile apps through the search in the App Store, the app store optimization is an important building block in the app marketing.

Continuity instead of unique fireworks

App marketing should be thought of long-term and start before the launch in the App Store. An additional responsive landing page for the mobile app can be used to create a platform to generate leads for potential prospects. With a newsletter for the launch of these contacts, the first downloads can be guaranteed as an initial spark. (6)
After the publication should be generated by means of App Marketing, a first attention boost – called App Boost. Thus, the newly available app appears for some time in the top charts and scored under certain circumstances and with some favor in the editors of the App Store editorial mentions as “App of the Week”. Even if the necessary downloads were purchased in the first step, the increased visibility brings a multiple of generic downloads and thus initial success in the app marketing. (7) Here incentivized downloads can quickly build download numbers. However, with the risk of lack of loyalty and one-time use – depending on the quality of the app, of course.

App Store – This affects the ranking

The ranking in the charts in the App Store is no longer just a combination of quantitative downloads. Rather, it’s the qualitative factors from the following list that are critical to app ranking:

  • Number of downloads
  • Download frequency (in a certain time)
  • Frequency of user reviews
  • Number of stars awarded in the user rating (8)

Thus, the quality of the app gains a significantly higher importance. With paid apps, it also helps to offer the mobile app for free or reduced in the implementation time to increase the download probability and at the same time (ideally positive) to collect user reviews.
The attention grab at the beginning is aimed at a higher presence in social networks, visibility in print and online media and word-of-mouth propaganda. Blog posts, personal referrals, shares or retweets – there are many ways to raise your attention.

App marketing with the support of social media

Especially social media marketing is the most effective method for app marketing and is in no way inferior to the actual app store optimization. The social marketing app is relatively inexpensive, accurate and viral. Quickly increase the commitment of users and achieve positive effects via World-of-Mouth. (8) In addition to the well-known Facebook Install Ads, the so-called Engagement Ads are also available, through which direct features of the mobile app can be advertised. But even YouTube is developing into an important advertising medium – and as an ideal platform for short, memorable app promotion videos. Further options of the app marketing represent PR measures, mobile advertising or line items on the Internet to generate further reach.

App Marketing – attention through updates

The attention for the mobile app will flatten over time despite app marketing. At this point, a good time to attract attention by updates again. Continuous tracking of downloads, evaluation of user reviews and in-app usage make it possible to continuously filter starting points for optimizations and updates. At the same time, the measures of the App Marketing are to be tracked, in order to increase the efficiency in this area. New useful features and optimizations bring the mobile app back into the minds of users at regular intervals. An optimized app marketing based on the tracking data allows a more targeted approach to the targeted audience. And the cycle of active app marketing can start again – inside and outside the boundaries of the app store.

Everything starts with a sparkling idea

Even the ingenious app marketing concept is worthless if the mobile app itself does not offer real added value and is not very innovative. The downloads generated by App Marketing are only helpful if the mobile app is subsequently used. Only with regular use, the app can really be the small, digital helper in the everyday life of smartphone users.


The sparkling idea and good usability decide whether the mobile app can be successful in addition to the many other weather apps, game apps, etc. The successful example of „mytaxi“ ffor taxi orders shows how a mobile app can revolutionize an entire industry. Poor apps, on the other hand, provoke bad reviews. Poor ratings are likely to result in decreasing downloads – creating a whirlwind effect that makes it hard for a company to come out with updates. (9)
Today, users have a variety of requirements for mobile apps – such as ease of use, user value, or the price – usage criteria that need to be considered.

Die Kriterien im Überblick, die Nutzer an eine Mobile App stellen.

Behind an app is more than just development. It is important that companies should think of a company-owned app. However, only a good mobile app with high visibility in the app stores is a win for the company, its image and the smartphone user. Not an easy task and a topic that should be considered holistically. No matter if idea, concept, design or app marketing – with us you get experience, competence and advice from a single source.

Quellen:

(1): http://de.statista.com/statistik/daten/studie/208599/umfrage/anzahl-der-apps-in-den-top-app-stores/

(2): http://de.statista.com/statistik/daten/studie/244984/umfrage/private-internetnutzung-mobile-apps-vs-mobile-internetbrowser/

(3): http://apps.bosch.com/de/index.htm

http://www.audi.de/de/brand/de/erlebniswelt/audi_multimedial/audi_apps/modelle.html

(4): http://www.mobile-zeitgeist.com/2012/05/07/app-vermarktung-was-wirklich-zieht/

(5): http://www.mobile-zeitgeist.com/2012/05/21/app-store-seo-wunderwaffe-oder-hype/

(6): http://www.mobile-zeitgeist.com/2013/08/05/mobile-startups-insights-app-marketing-oder-von-der-kunst-der-aufmerksamkeit/

(7): http://www.appmarketingagentur.de/app-marketing/boost-kampagnen-im-app-marketing

(8): http://appurify.com/blog/study-correlation-between-ratings-reviews-and-rankings-in-the-apple-app-store/

(9): http://www.appmarketingagentur.de/app-marketing-kosten/app-marketing-was-funktioniert-2013

(10): http://www.mobile-zeitgeist.com/2013/08/05/mobile-startups-insights-app-marketing-oder-von-der-kunst-der-aufmerksamkeit/

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