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The cost of acquiring a loyal app user has risen as the market has become more and more competitive, so for anyone wishing to make their app stand out, without a huge budget, what is the most cost-effective form of marketing?
A recent report by Fiksu showed that, for the first time, the cost of acquiring a loyal app users passed $3 this year, showing a year-on-year increase of 113%. Google has recently integrated app listings into its search results, changing the playing field and adding an SEO element to ASO.
We spoke to some experts in the field of ASO, marketing and apps to find out what they feel is the most cost-effective form of app marketing.
Mickey Katz, COO of Go Commando App
“A product with a great value proposition for its users tied with relevant and provoking social content is our most cost effective way to promote.”
“A product with a great value proposition for its users tied with relevant and provoking social content is our most cost effective way to promote.”
Ali Soroka, Country Manager at GoodBarber
“Display attractive yet non intrusive app banners on the mobile friendly version of your website to drive app installs.”
“Display attractive yet non intrusive app banners on the mobile friendly version of your website to drive app installs.”
Fernando Ballester, Business Development at Yeeply
“Store searches rank first when it comes to user acquisition channels so this is a big reason to pay attention to your ASO strategy. Analyze titles and descriptions of your competition, the ones with top positions and the ones ranking below too so you can understand which keywords work and don’t.”
“Store searches rank first when it comes to user acquisition channels so this is a big reason to pay attention to your ASO strategy. Analyze titles and descriptions of your competition, the ones with top positions and the ones ranking below too so you can understand which keywords work and don’t.”
Janna Badalian, Marketing Director at MobileSmith
“The way people will find your mobile app is the same way they will find anything else – on Google. Optimize your app for search. Your app should show up #1 when it’s highly relevant to your audience – when they are searching for a similar product or service (not necessarily mobile). Perhaps they weren’t thinking of apps when this necessity arose? Let them now think of yours. Ensure your app is relevant. Make it available for both iOS and Android. Optimize your app description to clearly reflect its value proposition. Design a stunning icon. Put your best screenshots forward. Invest in an AdWords campaign. Utilize social media channels/campaigns to spread the word. Offer discounts for social sharing. Most importantly – watch out for user reviews and fix any bugs that are reported!”
“The way people will find your mobile app is the same way they will find anything else – on Google. Optimize your app for search. Your app should show up #1 when it’s highly relevant to your audience – when they are searching for a similar product or service (not necessarily mobile). Perhaps they weren’t thinking of apps when this necessity arose? Let them now think of yours. Ensure your app is relevant. Make it available for both iOS and Android. Optimize your app description to clearly reflect its value proposition. Design a stunning icon. Put your best screenshots forward. Invest in an AdWords campaign. Utilize social media channels/campaigns to spread the word. Offer discounts for social sharing. Most importantly – watch out for user reviews and fix any bugs that are reported!”
Oleg Korneitchouk, Senior Affiliate Manager at AdGate Media
“One of the most cost-effective methods of app promotion is incentivized CPI promotion – which lower your costs to $1 per install. Here, publishers promote the app on their website and offer an incentive to their visitors to download & install the app.”
“One of the most cost-effective methods of app promotion is incentivized CPI promotion – which lower your costs to $1 per install. Here, publishers promote the app on their website and offer an incentive to their visitors to download & install the app.”
Miné Salkin, Director of Digital Media & PR at Type 2 Designs, Inc.
“One of the most effective ways we market apps is by directly reaching out to the customers and users who were most likely to become loyal app users. When we launched our professional networking application, it was featured by the Working Women of Tampa Bay Conference, directly getting access to the thousands of potential users who would not only use the app but would truly benefit from it in that networking setting. Similarly, our social app Symafour was picked up by local university students because we set up a tent, handed out t-shirts and other promotional items when they downloaded the app. Guerrilla marketing is often the most cost effective way to market many products, especially mobile applications.”
“One of the most effective ways we market apps is by directly reaching out to the customers and users who were most likely to become loyal app users. When we launched our professional networking application, it was featured by the Working Women of Tampa Bay Conference, directly getting access to the thousands of potential users who would not only use the app but would truly benefit from it in that networking setting. Similarly, our social app Symafour was picked up by local university students because we set up a tent, handed out t-shirts and other promotional items when they downloaded the app. Guerrilla marketing is often the most cost effective way to market many products, especially mobile applications.”
Alex Quilici, CEO of YouMail
“The most cost effective way we’ve found by far is to drive users virally, since it drives people to download our apps for free. The key is to figure out your users can touch others in a way that makes them want to use and download your app.”
“The most cost effective way we’ve found by far is to drive users virally, since it drives people to download our apps for free. The key is to figure out your users can touch others in a way that makes them want to use and download your app.”
Sarah Cornwell, Director of Marketing at appbackr
“If it’s a game with IAP or paid, ad networks are the best option (and its scalable). Once the developer establishes LTV, he can price his ads accordingly. If it’s not a game, promotion through built email list and partnerships as well as ad networks is the best option.”
“If it’s a game with IAP or paid, ad networks are the best option (and its scalable). Once the developer establishes LTV, he can price his ads accordingly. If it’s not a game, promotion through built email list and partnerships as well as ad networks is the best option.”
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