App Marketing: Thinking Outside the Box

by Joe on July 31, 2014 in App Marketing, Mobile Strategy

App Marketing: Thinking Outside the Box

You have an idea for a new iPhone or Android app. This is wonderful! Or, you have taken your idea one step further and have started developing it with the help of professional application builders. This is even better! If, per chance, you have gone the extra mile and have finished the development process, congratulations! You did it. What now? According to technologytell.com, in 2010 there were approximately 55,000 app developers world wide. It is now 2014. You can imagine how many there are right now. Just last year, referencing mobithinking.mobi, 56 billion smart phone apps had been downloaded by users generating approximately $25 billion in revenues. These numbers are staggering, yet are still growing.

How To Market Your App Innovatively

Per Square Media, a successful app development company based in Australia, has introduced the “3 Golden App Marketing Rules” to anyone who has developed an app, be it for a smart phone or HTML5.

  • Be agile.
  • Be innovative.
  • Be ever-present and persistent.

More than likely, you have done the research on how successful app developers have marketed their product. This is a normal and understandable procedure when first breaking into this new and exciting market place. The one thing you, as the “new guy” on the scene, has to remember is to not concentrate so much on what they did to market their app, but how much money and time it took for their app to make it high marks in the purchase charts. Big name app developers such as Disney, Facebook and Google have a multi-million dollar marketing budget to suffice their “spreading the word” needs. If this is not your situation, join the party. Some of the most successful apps were developed on tight budgets.

Lucius Kwok, a former NetNewsWire develeper, shared his thoughts on the subject with arstechnica.com: “I think that there is little correlation between how much time and effort you put into an app and how successful it is. My most successful apps were fairly easy to make, but just happened to be in the right market at the right time.” He goes on to say: “The apps I’ve spent the most time and effort on ended up being flops.” If going into competition with large corporations or even with similar start-up developers, having a significant marketing budget would certainly be nice to attain, but it is not the only way to bring your app up the charts of popularity.

Outside The Box Marketing

Yes, new app and even established app marketing is a challenging feat both mentally, monetarily and sometime, emotionally. Your app is the most wonderful creation that you possibly could have put together (in your eyes). Though this is hard to think about, you are the only one who believes that your app will become number one in the charts. That is, until your app reaches potential users. App marketing can be very expensive if your goal is to reach millions of users in a short amount of time. The key word is: can. It doesn’t have to be. There are innovative ways to accomplish the same things that big name companies can easily just spend the money to get it done.

When discovering and trying new marketing strategies, be sure to measure your marketing progress (if there is any) and keep tabs as to what is working and what is not. You don’t want to waste your valuable time with a marketing strategy that is not getting your app efficiently recognized the way it should. Now, ask yourself who you made this app for. What does your app do? Is it a game for children? What about for adults? Is it a productivity app? By the way, these apps are very popular with students and corporate workers. Once you have identified your target audience, you can then find them through social media outlets, demographic websites, open development blogs (multiple bloggers for one site), public speaking gigs, press releases to your local news channels and lastly, the ever growing crowdsourcing strategy. Crowdsourcing is a popular marketing strategy which, if used responsibly and respectively, can lead to valuable B2B relationships along with their funding.

If you really want to get personal and “agile” with your app marketing strategy, throw a party, notifying your local news station of the reason. Make the party centered on fundraising for a charity of the guests’ choices with a certain percentage of the funding proceeds going to those charities. Rising news anchors will love the story and may even make their career if your app is as successful as you believe it will be. Use your people skills and if you don’t have people skills, read “How To Win Friends and Influence People” by Dale Carnegie. It wouldn’t hurt. Another tried and true marketing strategy is to write (or type) up a letter of introduction for your new app, stuff it in an envelope, and stick the envelope in the letter box of your chosen demographic. This takes time, but in the end, it may very well be worth the extra effort.

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