What do pay-per-installs and programmatic advertising have in common? These are just two of many trending promotion tactics that are still underused by developers. If you’re a developer interested in monetizing and promoting your software, continue reading to learn some of the most effective – but underused – software promotion tactics.

1. Pay-Per-Installs

Pay-per-installs were unheard of only a few years ago, but once developers realized how effective they were, it didn’t take long for them to become widespread. Primarily, developers use these as monetization tools, but pay-per-install programs – such as those developed by CodeFuel – are also ideal promotional tools.

By using a pay-per-install program to promote your software, you’ll be reaching more customers who are in the market for software, through a network of qualified partners who work to optimize their installation funnels and your conversion rates.

2. Programmatic Advertising

According to one study by Forrester, 67% of marketers don’t know what it is, don’t understand it, or need to learn more about it.

Programmatic ad buying, for instance, operates via algorithms that automatically place bids and purchase ads in order to find the best price for marketers. This type of algorithm-driven automation has already become the norm in online advertising, since humans simply can’t keep up with the volume and speed of computers. Other forms of programmatic marketing include the automatic optimization of advertising campaigns, such as display ads, email campaigns, and so forth.

3. Re-Engagement Advertising

Pay-per-install programs are a great way to monetize your download, but what about monetizing user engagement? If you have in-app ads or use in-app purchases to monetize an app, you’ll definitely want to keep users engaged as much as possible. The more attention your app gets, the more money you can earn.

Re-engagement ads were rolled out relatively recently by major ad networks such as Google, Twitter, and Facebook. These ads use deep links that link users to your app, and if users already have your app, they are pulled back into the app that’s already installed.

4. Multi-Channel Funnel Design

It was once claimed that mobile is dead. What that statement meant was that a “mobile-only” marketing strategy should be replaced by a multi-device strategy. Since today’s consumer shops on multiple devices and through multiple online channels, marketers should be spending their time designing conversion funnels that operate on a spectrum of devices.

When you promote your software, ensure that your online marketing funnel makes use of this whole spectrum, from the desktop to the mobile device to the smart watch.

5. Beacon Technology

Apple’s iBeacon technology isn’t just a fad. Soon, this technology will become standard, allowing developers to use highly targeted geo-location information to personalize marketing in unprecedented ways. When you pass by a nearby coffee shop, for instance, your phone may send you a coupon for a latte. If such highly targeted geo-location data would help you promote to a more specific audience, then investigate the ad networks that are rolling out this functionality.

And don’t worry if you are an Android developer – iBeacon technology is also compatible with Android 4.3 and higher.

6. Big Data

This type of geo-location data is just one example of big data that can benefit any marketer. The more you know about your target audience, the better you’ll be able to target and promote to them.

Use the latest data from smart watches, including beacon data and health data. Marketing companies are using this data to compile detailed customer profiles that allow you to personalize your promotional efforts and only reach out to customers who are relevant to you.

7. Full-Service Marketing Platforms

Monetization and promotional platforms are giving many developers an edge, in both desktop and mobile spaces. Mobile marketing, for instance, is a relatively fragmented field, with hundreds of competing ad networks, ad exchanges, and other resources. To effectively manage the countless ad networks would be very difficult – if not impossible – for most developers.

And that is exactly the reason these platforms were developed. They consolidate multiple ad networks and marketing resources into one place, which make it possible for developers to tackle multiple campaigns and calculate their actual marketing ROI.

While certain tools, such as Grow Mobile, are designed specifically to aid promotional efforts, other tools, such as the CodeFuel product suite, are designed to help monetization efforts. But the beauty of such monetization tools is that their advertising networks also work as targeted promotional outlets.


Regardless of how much time you spend on your marketing, it pays to stay in the know. Some of these trends are already established norms, while others are just getting started. But the sooner you act and incorporate them into your marketing, the sooner your promotional efforts will be able to benefit.