How to Market a Mobile App

If you’re a mobile app developer looking for more installs it can be daunting to figure out where to go to get volume and scale in a cost effective manner. Have no fear MobAff is here to help you make sense of the mobile media buying landscape and help you make more money from your apps.

First off you have a few choices in terms of the types of installs you can get incentivized, display, or organic.

Incentivized – These tend to be installs that are driven with things like in app currency or rewards. Basically users are asked to try your app in exchange for something they are looking for like unlocking a level or certain features within another app.

Pros: Massive scale and low Cost-Per-Acquision

Cons: Engagement of new users can be very low.

Display – This is any installs that are generated due to your “ads” being shown. This can include mobile search, banners, push, icons, and more. A user is presented with a marketing message coaxing an install and if user choses they have option to click and download your app.

Pros: Quality of user is higher since the users curiosity/demand initiates download, scalable with strong offering

Cons: Need to have a strong mass market app that can compete in the marketplace

Organic - These installs come from word of mouth, social media recommendations, and app store rankings. The key is to have a strong app with user affinity.

Pros: High ROI from free installs

Cons: Can be difficult to cut through noise and competition of other apps

The secret on how to market a mobile app is to have a diversified mix in your marketing strategy. For example to gain organic downloads you will need a strong display and incentivized initiative to reach the critical mass of users to become a leader in your space. To most cost effectively market your app you have to think in terms of CPI (Cost Per Install). Only when you know your CPI metrics will you be able to go after paid traffic in a confident and manageable manner that won’t leave you scratching your head over efficacy of your campaign.

So how do you figure out reasonable CPI

Find out the Lifetime Value of new users on your app using mobile analytics solutions
Figure out additional revenue streams including in app advertising, up sells, and cross sells
Test small amounts on self-serve paid mobile traffic sources to see rough CPI figures
Use tracking like MobAff Tracker to optimize your ad spend and reduce your CPI
Work with companies like MobAff on a CPI basis for maximum exposure

Remember that CPI’s will vary depending on traffic source and partner, so monitor closely to ensure that you’re paying a CPI that leaves you enough room to make that money back.