Knowing how to promote an application should be any responsible developer who wants his author's program to become popular and in demand. In many ways, the success of the release is determined by how many people decide to download the novelty to their portable device, and you can expand the audience if you promote the program as efficiently and responsibly as possible. Any developer strives to ensure that his creation takes the first position in the Google app store, the App Store. It is noted that the applications that appear on the first points in the search ranking are much more likely to be installed by users than any other.
Where it all begins
When developing a strategy for promoting a mobile application, you must first think over a prototype. Already at this stage, it is important to remember about marketing features. From the very beginning, the project must be complemented by marketing functions, thanks to which the final productbecome commercially effective and profitable for its owner.
For any application, one of the most important milestones is the release itself. Before you can proceed with it, you will have to determine what the target audience is. This will help to assess the primary popularity of the development in the first days after the release. In order for this period to give the best performance, it is reasonable to prepare in advance for the promotion of the product, optimize it and select the platforms through which the system will be promoted. For large applications, it is also recommended to organize a presentation through the media. As a rule, this is done in the form of a press release. Another important aspect is the marketing campaign.
Attention to detail
The success of developing and promoting an application largely depends on how the product will be presented to a wide audience. Publication day is the moment when the basic block of work to promote the project begins. The task of the developer is to achieve the highest positions in the search results list for targeted queries. To do this, you need to quickly generate an influx of positive reviews, at the same time take measures to increase downloads of the product.
In order to promote the application on the Internet at minimal cost, you need to choose an icon suitable for a particular project. The task of the developer is to collect spectacular screenshots and write a description that successfully presents the product. It is necessary to use keywords, otherwise users will not see even the most useful application. The next stage is the formation of analytical codes, the formulation of goalsadvertising campaign and connection of thematic functional cabinets. The task of the developer is to determine the remarketing audience. After that, they begin to interact with journalists. The task of the project owner is to think over the marketing promotion in such a way that the media write as much and as positively as possible about the new product. The more effective it is, the more downloads will be in the first days after the release of the program.
Advertising: must be solid
In order for the promotion of android applications to succeed, you will have to launch an advertising campaign. Its foundation, which requires major financial investments, is the basic advertising channel, but do not forget about remarketing. An ordinary person sees advertisements in a portable mobile device through which he accesses pages on the Web. Advertising is shown to him by numerous sites, search engines, social networks and other already installed applications. According to experts, advertisements are mainly seen by a potential user of a new product, who is somewhat interested in the novelty. True, this will only happen if the advertiser responsibly determines the parameters of the target audience for displaying information about their development.
Having launched a primary company, resorting to the help of application promotion services, you should not relax. Primary results need to be carefully analyzed in order to get ahead of how well the promotion tools were chosen. Advertising of the project at first is, as a rule, a test mode. After a shortduring the period of information collection, the data is summarized in a single table and determines what optimal rates should be used, what is the target audience and by what criteria it can be determined most effectively. In addition, according to the results of preliminary testing, it becomes clear which advertising messages give the maximum feedback. Marketers have noticed that in recent years, more and more potential buyers, as well as people looking for useful information, use portable devices. Mobile traffic is becoming one of the most important channels for obtaining users, along with the commercial benefits of the product. In recent years, a separate direction of mobile advertising has appeared in marketing. These are campaigns designed specifically to promote projects and products for portable devices.
Relevance of the issue
Creating and promoting applications today is a promising and profitable area of information technology. Experts believe that portable devices that allow access to the Internet are turning into one of the main communication channels. The availability of mobile resources for any enterprise is an important aspect of the workflow, and creating your own application becomes a competitive advantage for any company that wants to expand its clientele. Applications, like any other product, resource, must be advertised, since it is almost impossible to achieve an impressive number of downloads in a natural way. In addition, it is extremely difficult to get numerous active users without promotingyour development. Especially important role of advertising at the initial stage of work.
Development and promotion of mobile applications is the area of specialization of companies that "ate the dog" on the nuances of mobile traffic. The primary task of the work is a technical audit of the project, then the development of a promotion strategy. It is necessary to identify what difficulties there are, in what aspects it is necessary to optimize the operation of the program, how to adjust the project architecture, simplify the interface and make the application as a whole more efficient and easier. As part of the promotion, it is necessary to create a technical building for programmers, in which to register all the shortcomings of the finished product, and determine methods for monitoring the correction of errors. Having finished with the development of a really high-quality product, it is necessary to select the appropriate promotion channels. There are several public paid and free analytical and advertising systems. It is necessary to choose a specific one, focusing on the features of the project.
Goals and objectives
Mobile app promotion cases are created in such a way that the product is in the top search results for key queries. At the same time, the task of marketing specialists is to increase the number of downloads of the project, resorting to various channels. The achieved indicators need to be fixed and stabilized. The task of promotion is to increase internal conversion. To be successful, you need to introduce an internal ranking system to the Apple and Google app stores. Of course, specific algorithmsenterprises do not disclose, but it was possible to identify several factors that determine the success of the promotion. The higher the project will be in the list of applications, the more often it is installed, the higher the user ratings. The system keeps track of the number of comments on the project, takes into account how often users launch a particular application, and how large the number of deletions from devices is. In addition, the dynamics of changes in the number of downloads is taken into account.
Modern methods of app promotion are the use of effective tools designed specifically for the intended purpose. You must first optimize the application in accordance with the above requirements, then publish data about it in the media and launch an advertising campaign through the context. It is necessary to organize the promotion of the project through social networks and enter into an affiliate program with other applications so that their users see a message about the new product.
Advertising: worth the cost
One way to promote apps is through paid downloads. This method is not clear to everyone, others doubt the fact that it will give decent results. The approach is called incentivized traffic. His idea is that the application developer pays users who install his product. This continues until the development is among the top offers of the search engine for a given query, until it is established in this place. At the same time, the distributor can pay people who comment positively on the project and give it good marks. This also allows you to increasethe popularity of the development and improve search results. When you manage to securely gain a foothold in top positions, you can refuse motivated traffic, since the user will already come by themselves, and in a larger volume than paid ones, and the traffic itself will become better.
Do I need advertising?
It seems to others that the promotion of android applications, the promotion of products for the Apple application store is a waste of time and money. However, real studies show that about 80% of all products presented in the list of applications for "apples", in general, are never installed by real users on portable devices. But successful developers annually receive more and more serious profits. The predominant percentage, of course, falls on the share of a variety of games. Experts believe that this market will actively develop for more than one year. A well-selling program is a real dream of a modern developer. The fact that it is feasible was demonstrated by some projects a few years ago - they were installed by millions of users around the world, and clones of those games are still in demand today, although the original projects have already been deleted.
No matter how bright the dreams and hopes are, the promotion of android applications and products through Apple Store is not for everyone. Any author justifiably fears that it is his product that will be among those very 80% of losers - and this prospect is frankly frightening. Wasting energy, money, timenobody wants. To minimize the risk of failure, you need to keep this ratio of 20-80% in mind at all times. Only by realizing all the dangers and making efforts to avoid them, you can be among the lucky 20%. However, you should not rely on luck: it all depends on the calculation, promotion, strategy, planning and responsibility for the execution of the plan. It is customary to talk about aggressive promotion, passive and moderate programs. The choice in favor of a particular one is made, focusing on the features of the project.
Passive plan
This is such an application promotion strategy that is relevant if the product is intended for a rather small audience, is obviously not interesting for everyone and is not designed for such users. For example, many banks develop applications for accessing a personal account. It is logical that they are relevant only for clients of this financial structure. The conditions for using electronic wallets are similar. The task of the application developer is to make a balanced and reliable product in order to form a long and stable relationship with each client. The best option for the development of the situation is the formation of a closed fan community.
When developing application promotion cases, you need to remember that internal activity becomes primary. Users should access invoices as often as possible, and the task of the developer is to maintain an activity control system and analyze how the product works. In the case of passive promotion, the most successful option for disseminating information about the projectbecome ad hoc networks. Do not neglect contextual advertising. Both motivated installations and PR are ineffective and not suitable for current goals. The duration of advertising promotion rarely exceeds a month. The cost of the program will be small, while the price per user becomes higher compared to other options.
Moderate approach
This app promotion strategy is one of the most actively used by developers today. As a rule, it is used in the case of a specialized project. Often this approach is taken by those who work on ticketing projects, promote mobile games or communicate through portable devices. For an app to be successful, it needs to achieve a high position in the app store of a particular operating system. Be aware of strong competition in the market. If the ratings are low, the product will never attract the attention of the target audience, just no one will see it. For promotion to be effective, you must first analyze what the target audience is and form its core by calculating the average income per participant. The task of the promotion staff offer is organic traffic.
When developing application promotion cases, you need to remember about the channels that are effective in the passive case - all of them will be useful for a moderate strategy. You will also have to resort to incentivized traffic, that is, paying users to install the application. Relatively little usePR tools of the program. Usually, information about the new product is published in large communities, and reviews of its work are published in thematic groups. The duration of the promotion program is up to three weeks. Average cost per user.
Aggressive approach
Such promotion of applications in practice is quite common, because it provides the most pronounced results in a short time period. Usually, large enterprises, as well as firms involved in the publication of various programs, resort to an aggressive system. In some cases, the system is effective and beneficial to the media. The main idea of the approach is the most efficient use of all possible channels for delivering information about the new product to a potential audience. It is necessary to inform the widest sections of the population about the new product - then there are guaranteed to be those who will not disregard the project.
The peculiarity of this application promotion is in large-scale organic traffic. The project will have a low cost per context user. The duration of an aggressive marketing campaign is up to two weeks.
What do we have?
Determining which system will be optimal for app promotion in a particular case, you need to remember about budget limitations. As you know from the statistics, in our country, on average, developers of games for portable devices plan to invest no more than $ 1.7 per user in the promotion of android programs, for Apple smartphones the upper limit is higherby 10 cents, and for tablets of the same company it reaches three dollars.
The growth of internal activity will require a certain amount calculated as an indicator depending on the type of platform for which the project is developed and the optimal number of users. Usually it is no more than seven thousand dollars. If it was decided to resort to a moderate strategy, the widow should prepare for big expenses. If you want to quickly bring the product to the top, leading lines of the rating, you will have to invest more than 15 thousand US dollars in an advertising campaign. The indicated price is for one month.
Can I save money?
The numbers mentioned above can provoke a panic attack for some. Indeed, not every developer of a potentially promising application has not only fifteen, but even seven thousand dollars. Such investments in the promotion of applications are more characteristic of large enterprises with good budgets. What can developers of indie games and small apps expect? Is it really the only option for them to be among those very 80% whose products no one ever installs on their equipment?
Actually, things are not so hopeless. There are several ways to save money on project promotion. The classic version involves the cooperation of developers and the company promoting the application. If there is no money to pay for her services, you can try to contact private specialists. The freelancing industry has been growing quite rapidly in recent years. If you responsibly select the artist or group that will work on the application, you can reduce the budget several times without losing quality.
