10 major misconceptions about startups promoting apps

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The author of this article, Rick Wyder. Rico is a leading figure of mobile application marketing expert Fiksu in its global expansion in the Asia-Pacific region, and has pointed out various misunderstandings about its years of mobile application marketing experience.

Mainstream app stores such as Itune,google play have tens of thousands of apps, and it's not easy for your app to stand out. But often the promotion strategy is always the company when the hindsight, even did not pay attention. Just enter this area is often easy to make mistakes, so I will also list the various misunderstandings here, I hope your efforts or marketing to start not to waste.

1. Pure hope in the industry concern or viral transmission

It's good to be at the top of the app store or have a strong media focus. But if you don't combine explicit promotions, you're just daydreaming-dreaming is not a marketing strategy. Successful app marketing includes good media promotion and social outreach, but the core program of marketing start-up should include paid promotions.

2. Pay too much attention to CPI (cost per installation)

Low CPI is good, and we take it as one of the indicators to measure the maximum output of the budget. But if the user simply installs your application and does not explain the problem, a truly high-quality user will benefit. High-quality users are those who register, use paid services within applications, and often use your app--or anyone else who fits your app model. So pay attention to Cplu (cost per loyal user) is kingly.

3. Advertising channel is too narrow

It is really easy to choose one or two best advertising channels to put all your budget. In terms of effectiveness, these channels may also be good, but this will not be the broadest coverage of your potential audience. So the local and global channels should be included in your solution: for example, in India you should consider cooperating with AdMob, InMobi, Komli.

4. Ignore optimization between channels

Just using a variety of channels to promote is not enough: some channels may be more effective for a particular application. So the regular comparison of the expenses and results will give you a clearer grasp of the optimal delivery plan.

5. Ignore the optimization in the channel

Moving money to the best channel is just the first step-to really get the most out of your income, you're going to have to go deep into a specific ad, bid, and target option. Perhaps the most powerful advertisement in one channel will fail in another, and you may find the most valuable part of the flow in a channel where performance is sluggish.

6. The most powerful advertising continued saturation

It is the individual who loves the steed-but if you find an ad that is performing well, be careful not to rely too much on it to keep the audience weak. Regularly update your ads to avoid a decline in results.

7. Multiple analysis and reporting confusing judgments

The vast majority of advertising channels provide first-class feedback to track your results, but you have to have a comprehensive perspective on the campaign. Unfortunately, if you put a report on a variety of different channels, you'll be in a nasty mess with all the data and analysis. So what you have to do is find a reliable partner who can integrate your entire marketing battlefield into a glance (including incentives, no incentives, real-time bidding, social, email, 2D, and all other marketing tools).

8. Incentive channel to put too stingy

Motivational downloads are very effective for stimulating downloads and generating loyal users-but not halfway. When you put in the incentive channel, make sure you invest enough money to climb in the App Store rankings: The Organic users you get in the rankings are the real riches of the channel.

9. Burst too fast

An outbreak is a means of putting your marketing funds in very short intervals to pull downloads and loyal users, which will drive your application rankings and then further produce more organic downloads. But running out of money for a short stay at the top of the list will not yield the best benefits: Such an organic reaction takes time to brew. Our experience shows that "burst and then maintain" is the best strategy, the early push to cooperate with the subsequent days of advertising to support the new rankings, so as to generate more results.

10. No 100% dedicated Mobile media partners

Most traditional media organizations have grown up in traditional media. While many of them may have good strength in search engines and online marketing, they are not necessarily proficient in mobile advertising. It is not easy to keep up with the latest developments in the mobile ad space that is changing so quickly-especially if the move is not your main business. Only partners who are focused on mobile space can provide long-term success in app marketing.

If you can avoid these pitfalls, I hope you can build a solid and effective marketing plan for your app. Good luck! (Wu Dewin)

Via:techinasia