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Size does matter, but it’s not the only reason you need to go global with your app distribution strategy. Publishing to more app stores gives you valuable visibility into your complete competitive landscape, allowing you to keep track of rivals and alerting you to companies circulating copycat apps that can harm your brand integrity. This is a real and rising concern as big-name media companies and brands cope with the onslaught of what AdAge calls “fake apps.” These rogue and counterfeit apps are growing in numbers and the amount of damage they can do to brand trust, influencing users to delete your app altogether.
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In a market where 95% of users are likely to churn within 90 days, spending blindly on user acquisition is a sure-fire way to burn money as fast as you can make it. That’s why smart marketers are shifting away from app installs, surface data, and metrics that led app marketing to the brink of a mobile engagement crisis. Ten remarkable mobile app marketers whose expertise has earned them the title "Mobile Heroes" share their incredibly effective habits to boost mobile app marketing and user acquisition.
People are accustomed to doing loads more with their mobile apps, regarding them as the collective “go-to” for everything necessary to organize, optimize and enjoy the daily routine. As a result, consumers are primed for deeper engagement “in-app” at precisely the same time that more marketers are looking beyond the app install to drive conversions deeper in the funnel. It’s a dynamic that pushes down the cost to acquire users who will convert and boosts the chances of many app categories – especially booking apps - to win big.
Given its effect on pretty much everything people do, weather sits at the sweet spot between content and commerce. However, it’s also information that companies can harness to do much more than trigger a purchase. I catch up with Steven Smith, AccuWeather President of Digital Media, to discuss how the company, established in 1962, is pursuing a strategy that spans multiple channels and touch points–ranging from apps and bots, to watches and wearables, to connected cars and devices in the home--to power content and services with a personal touch.
Smart companies are looking beyond the iTunes App Store and Google Play, mapping out a multiple app store strategy to reach a larger market with their app. These alternative app store environments offer a variety of benefits, allowing app developers to boost brand profile, reach new audiences and expand to new geographies. From Amazon Appstore (one of the biggest Android app stores in both reach and rate of growth) to the Opera Mobile Store (the app store owned and operated by Opera Software ASA that reports a user base of more than 100 million monthly users across 230 countries) opportunity is calling.
A year after Apple announced the arrival of the subscription app model as part of a wider sweep of changes it made to its App Store policies, the size and scope of this new app category is exceeding analyst expectations. It is also paving the way for content companies to grow audience numbers and engagement. It’s good news that subscription apps are gaining traction. But not all media companies that can offer their app as a subscription model should do so. If you’re asking users to open their wallets, you need to offer value for money.
If money talks, then the massive growth of mobile in Germany speaks volumes. Reams of recent research, and app market data shared exclusively with Forbes, underline the country’s pivotal position and potential as a powerhouse market for mobile marketing, apps and advertising. The numbers add up to “cement Germany as the number one app market in Europe,” according to Patrick Kane, Priori Data CEO and Founder.
The first wave of banking and fintech apps got high marks for delivering features that allowed time-crunched users to tackle important tasks. But the next wave of personal finance apps is going one giant step better by not going it alone. Driven by the realization that there is real strength in numbers, smart fintech companies are pairing, partnering and joining forces to deliver apps that offer life solutions (not point solutions) aligned with users’ lifestyles, life stages and context at the magical “mobile moment” when they reach to their fiercely personal devices for seriously helpful assistance.
The rapid advance of ad-blocking tech turns up the pressure on content owners to seek more engaging and effective ways to monetize their assets. While the results of strategies aimed at delivering content and communications aligned with our context in the mobile moment are impressive, the progress is overshadowed by the steep decline in digital advertising revenues. Recent months have seen a flurry of activity as companies strike out in new directions, searching for new formulas and models that use digital content to drive commerce.