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Acquiring users for your mobile app organically starts with being ranked in the app stores for relevant search terms. Rankings are established by the app store listing, as well as by several app performance metrics. For example, an app listing that is optimized for travel deals might have great search term coverage, but the icon and screenshots are bad or confusing leading to low conversions.
The more specific advertisers can get in
With both Apple and Google taking a full 30% cut of any in-app purchases, subscription-based services have been slow to adopt or lead with a mobile app offering. Through 2014, the top grossing apps were overwhelmingly freemium apps - many of them games. Apple and Google are still taking their 30% cut, but as of this writing 5 of the top 15 grossing apps on the Apple App Store are apps that monetize primarily or only through subscriptions.
Mobile ecommerce can impact a mobile app's user lifetime values (LTVs) and the value and cost of mobile ad space. Whether you have a reason to implement mobile shopping in your apps or not, mobile ecommerce impacts your mobile app portfolio. With 2015 closed out, and the holiday season shopping data complete - we can get a good idea of how big of an impact ecommerce has had on retail, and what the impact of mobile was on ecommerce and in-store shopping.
In Tim Cook’s introduction of the new iPad Pro during Apple’s fall event, and in subsequent interviews - the message was clear - the iPad Pro is to be a business laptop replacement. Apple makes the majority of their revenue from selling hardware. Public partnerships with IBM, Cisco and other enterprise app publishers support the narrative - Apple is aiming to sell more hardware in the enterprise and they are driving demand for their hardware via apps. The implication for mobile app publishers and marketers is the potential for a much larger audience for your apps as Apple leads the charge of the mobile ecosystem replacing the WinTel environment represented by the desktops and laptops used across the enterprise today. Apple and IBM announced their unlikely partnership mid-year 2014. 18 months later IBM is showcasing 100+ iOS apps. SAP has 67 published to the Business > Enterprise category of the app store alone.
With so much effort invested in increasing the visibility of an app in app store search, attention to converting app store views to installs and users can take a back seat. Just a reminder - this is how search results look when searching Apple’s App Store: Notice the 1st two screenshots make up the majority of the app listing in search results? Screenshots have a huge impact on
It has been an amazing year in Mobile, Apps and Mobile Marketing for our clients and all of us here at Gummicube. Let’s take a look at some of the most impactful, enlightening and actionable posts from 2015.
With the release and adoption of the latest versions of the two biggest mobile operating systems - iOS 9 and Android 6.0 Marshmallow - deep linking has moved mainstream. Both iOS 9 and Android 6.0 include a private app index that can access specific in-app content and recall user-generated in-app content and actions. Spotlight search on Apple and Google Now on Android also now index in-app content in search results, funneling users directly to the relevant location once the app is installed.
We have written extensively on this blog about acquiring organic traffic, mobile app visibility and converting app store views to installs and users. One of the key drivers of the value of these users is how long a user keeps using your app - mobile app retention.
As we leave for our holiday vacations, let’s take a look at how mobile and mobile apps have not only nudged their way into retail, but how mobile shopping is now leading much of the shopping experience. We are not talking about mobile or apps taking over only ecommerce (which they are), but the huge impact mobile is having in “brick and mortar” - meaning the impact of mobile on all retail sales. Until recently, there was a clear divide between ecommerce sales and “in store” sales.
With more than 1.5 million apps on each of the Apple and Google app stores, building a plan for visibility for your app is essential to a return on your investment. Since the majority of mobile app downloads come from app store search, a mobile app marketing plan should start with optimizing for organic discovery in the app stores. App marketing strategies that include app listing metadata, optimized creatives, ratings and review acquisition and even in-app retention and engagement are collectively generally referred to app store optimization or ASO. ASO is often, mistakenly thought of as “finding keywords” for an app’s app store listing. This limited approach is still employed by some app marketing companies, but is not the comprehensive approach needed to compete and thrive in the app stores. What follows are the building blocks of a mobile app marketing plan that an app marketing promotion company should be required to deliver.
Apple’s latest mobile operating system, iOS 9 introduces exciting new features not only for iPhone and iPad users, but for developers and marketers as well.