The mobile marketing landscape is always changing, so how you monetize an app and promote it in 2014 will be different from how you do it next year, and the year after, and the year after, and so on.
Right now, we’re at a juncture in mobile marketing history. There are countless ad networks, exchanges, and mobile marketing channels – so many, in fact, that developers need help coping with all the options.
What’s a developer to do? Unless you’re working as a mobile marketer, it’s pretty tough to be an expert. But we’ve thrown together a few guidelines for 2014 that you can follow if you want to stay on top of your monetization and promotion game.
Advertise to Monetize
Earlier in 2014, a survey showed that though freemium is winning, advertising may be a more effective monetization strategy. Currently, freemium is the dominant monetization model, but only a minority of users actually convert and make in-app purchases.
Advertising, on the other hand, is quickly catching up. Though a smaller percentage of survey respondents used advertising as a monetization model, the total revenue generated by both models were neck-and-neck.
Paid purchases don’t even come close, and the percent of developers who charge for products is shrinking year by year. And with so many free apps available, it’s no wonder: who would want to pay for an app when you can get a similar one for free?
Regardless of how you monetize your app, you’ll need lots of traffic to generate any kind of return. The best way to get that traffic, of course, is through advertising.
Promote with Cross-Platform Marketing Tools
Cross-platform promotional tools, such as those offered by Perion, offer the ideal solution for anyone who has an app to promote.
The current marketing ecosystem is fragmented, complex, and difficult to follow. The mobile web is clearly becoming dominant, and any marketer that wishes to compete will need to keep up with the ever-changing mobile marketing world.
Leading mobile marketing companies such as Perion, however, have risen to meet the challenge by providing one-stop marketing shops. With these total monetization and marketing solutions, you’ll have access to dozens of leading ad networks and exchanges on a single dashboard.
These dashboards make it easy to track the success and ROI of your campaigns.
These tools could be considered Marketing-as-a-Service. Since the companies behind them work every day to update their service and keep it competitive, you can stick to development and leave the marketing to the marketers.
Leverage Other Marketing Channels
Though marketing platforms are on their way to becoming the norm, this doesn’t mean you should give up your website or social media efforts. Marketing outside the advertising space is still a necessity. You still need to interact with your industry.
For non-advertising related marketing, you’ll want to focus on two key elements:
►Your Audience – These are your current and future customers. Reach out to them by maintaining social media profiles for your company, maintaining a blog, guest posting on niche blogs, getting press coverage, and so forth. Interacting with your audience ensures that your customers stay satisfied and loyal.
►Partners – Other developers, software publishers, industry companies, and niche websites are an ideal way to build your reach. Attend conferences, networking events, join associations, online forums, and build mutually beneficial relationships with any non-competitors. By working together, you’ll be able to combine audiences, position yourself as an authority, and expand your reach.
Analytics are the key to success, but in 2014, mobile marketers need to deal with a host of analytics from a hundred and one sources. To save time and resources, consolidate as much as possible.
As mentioned above, mobile marketing platforms such as those offered by Perion are a great place to put all the pieces together. Control Center and GrowMobile, for instance, allow you to aggregate analytics from multiple sources into one place.
These types of hubs give you the ability to look at the big picture. They allow marketers to do certain things that just aren’t feasible with dozens of disjointed campaigns. Namely, you’ll be able to calculate a customer’s LTV, the real ROI of your campaigns, and you’ll be able to optimize your overall marketing strategy, instead of just optimizing individual campaigns.
As we move forward towards 2015, we’ll see more advances in terms of mobile marketing platforms. Developers who want to stay ahead of their game, conserve resources, and build a sustainable long-term marketing business will jump on board when these platforms hit the market.