How to best utilise app marketing


Appromoters is an app marketing agency based in Amsterdam who specialise in both strategy and technology. With 15 years of experience in the mobile industry, Appromoters is offering data-driven & out of the box solutions for mobile apps & games, trusted by majors brands to small developers.

With more than 6.5 Million apps available across the 5 main app stores, the competition between apps is fierce. The reality is that many apps are going live without being prepared for it. And many are failing.

There are essential points that need to be taken into account for app developers to have their creation among the 10% of successful apps. That’s when app marketing jumps in, to help them make the cut. You’ll find a wide range of techniques when it comes to app promotion, starting from User Acquisition, through App Store Optimization, Social Media Marketing campaigns or Alternative App Stores.


When to start using app marketing?

There is no such thing as “perfect timing” since every app is unique. What will have an impact, however, is the stage in which the app finds itself – concept phase, development phase, product launch phase, growth phase, maturity phase and decline phase. App marketing is a necessity all of the app lifecycle but probably won’t do miracles to apps that have already entered the decline phase.

It’s all about understanding what each of the app promotion services can do to your app’s success.


Who to partner up with?

When looking for the right app marketing agency to promote your app, there are a couple of elements that should be on your checklist.


Experience in the app industry

How long has the partner been active in-app marketing? Are they exclusively working with big brands? Or do they also collaborate with small app developers?


Nature of the activity

Are you looking for an app marketing agency only, an ad-network or the combination of both?


Field of expertise

Is the partner’s focus primarily on App Store Optimisation? Or is it also able to drive promotional campaigns across social media? Design creative?

How to set up goals?

In collaboration with the app marketing agency, setting up goals will help measure the success of all the different app marketing strategies put into place. Here are examples of metrics you will want to agree on:

  • Organic downloads
  • App Store Rankings
  • New Active Users
  • In-app Purchases
  • Who to target?

When promoting your app, you’ll need to identify your “perfect app user”. There are 2 ways of identifying a group of people you want to target. First, based on general understanding of your app’s category, and secondary research.

If your app provides a location-based list of all existing tennis courts in the United Kingdom, it’s safe to assume that all tennis fans and regular players in the UK are the main targets. Secondary research will be the complete analysis of information about your industry, category and competitors.

It’s all about reaching real users that will engage with your app, the ones that will eventually generate revenue!

What app marketing services to consider?

Depending on the goal(s) you want to achieve with your app, there are different types of services to be aware of:

User Acquisition campaigns

Advertising campaigns run through ad networks that aim at driving more engaged users to your app. They can be based on Cost-Per-Install (CPI) or Cost-Per-Action (CPA).

App Store Optimisation

This covers the process of optimising your app store listing with smart keyword targeting (research + implementation), great app presentation (text + visual assets) and A/B testing (icons + screenshots).

Social Media Marketing

Connect with the relevant audience on Facebook, Twitter, Instagram, YouTube and drive more users to your app.

How to analyse?

Now it’s time to assess the success of all the different strategies put into place. Here are some metrics you will want to focus on:

  • Number of organic downloads
  • Number of new users
  • Retention Rate Day 1, Day 14 or Day 31
  • Number of new users
  • In-app purchases
  • Increase in-app revenue

To go one step further, here are 8 key metrics to look at for any successful app developer.

It’s key to understand the goals you want to achieve to help you find the right app marketing partner. As preparing a successful app launch or getting more users to an app already available on the stores will require different approaches, following all the steps listed previously should help you quickly dive into the world of app marketing.

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