This sponsored post is produced by Adknowledge.
As any modern marketer knows, the world of mobile apps is still evolving and can be a logistical and strategic challenge. Developers need to create a clear plan for monetization after the install, as well as determine acquisition costs to compare to the all-important user lifetime value number.
Historically, many developers have obsessed over their app store rank. The go-to assumption has been that if you can drive more paid installs to increase rankings, you’ll drive more organic growth. But more often than not, that’s simply not sustainable. Consider that 66% of app users only open apps between one and 10 times, according to a study done by Localytics. If you’re focusing on quantity versus quality of users, you’re likely going to miss important strategies that will generate longer revenue streams that translate into strong lifetime value of your users.
Market saturation is also a huge challenge for app developers, making it more important than ever to find distribution partners that can provide quality, reach and scale. This is where rigorous testing is going to be critical to help you optimize pricing, ROI and engagement. And while your first inclination may be to evaluate metrics like CPIs and CPEs, there are a lot of other variables affecting competition in the mobile ecosystem that will affect price: things like device-level targeting, geo-targeting, ad unit size, style or shape, and even seasonality or WiFi-only targeting.
No question, mobile app distribution is becoming more complex making careful planning even more critical in every campaign. A bad plan equals marketing budget thrown to the wind.
Some of the best practices can be distilled in a quick read in an ebook produced by Adknowledge. Get More Installs Now: 7 Steps to Crushing Your Next App Campaign covers the best ways to find dependable and efficient distribution, how to conduct rigorous testing, optimizing for the “micro interactions” that happen via mobile, and determining the smartest ways to explore international markets.
Here’s the bottom line: creating an app and dropping it into the App Store or Google Play won’t get you where you want to go. To be successful, developers need more than a just great app and little bit of luck.
Get the free Adknowledge eBook, Get More Installs Now: 7 Steps to Crushing Your Next App Campaign, here.
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