6 Things You Can’t Miss When Launching a New App

From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.

From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.
From time to time, we’ll invite guests or partners of Tapjoy to share their views on the mobile space. This post was submitted by Richard Buettner, Director of App Marketing Agency, based in London and Munich.

Effective promotion of an app — right from the launch — is crucial for the app’s success. Here are six important points every app developer needs to take into consideration:

Tablet PC and touchscreen smartphone

1. Carefully consider the app monetization model

Looking at the top grossing charts in iTunes®, the monetary potential of the freemium model is clear. The revenue generated by free apps and corresponding in-app purchases is growing steadily, and apps like Clash of Clans and Candy Crush Saga likely wouldn’t have made the money that they’re currently accumulating without a freemium model.

However, the “paid or free” decision depends on what kind of app is offered to users and whether your goal solely is monetization. So if the app has a good brand name behind it, or the value is clearly visible, a paid version could make sense as well.

2. Make sure the app is release-ready (over and over again)

The one factor with the highest impact on the app marketing success is without a doubt the quality of the app. If the app does not comply with current market standards and user expectations, it is likely to be rejected by users. The following approach is recommended to double check if the quality of the app (not bugs or performance issues) is good enough for the release:

-Branding & uniqueness: with the current flood of new apps (some say 600–800 every day) you need to stand out or do something better than others. Without features, functionality and value for the targeted audience, the app will get lost in the depths of the app stores. The initial impression your potential users will get of your app and brand is on the app’s detail page, screenshots, brand identity and app description; this is what will convert possible users into downloads. Hence put some effort into showing your app in the best possible light.

-Maturity of the app: to throw an immature or not-market-ready app on the market can result in lots of negative reviews. This will impact the app’s rankings and life cycle considerably

-The app’s presence in the store: the app stores now hold an abundance of apps, so to get the attention of the users while browsing, a proper and professionally created icon is required. Also important and often underestimated are the screenshots. Don’t just use the phone’s screenshots capabilities; try to make them as enticing and explanatory as possible.

3. Consider app marketing paramount and set goals accordingly

Lots of money and time is usually spent on developing the app. However, the current competitive landscape in app markets requires a marketing plan to take up a greater proportion of the overall app budget.

According to a report by AppFlood, the most utilized marketing channels are: cost per click campaigns, site sponsorship and incentivized and non-incentivized install campaigns. There are plenty of ways to promote the app, and they depend on the category of the app as well as the targeted audience. However it is important to understand that a calculated budget needs to be put behind the marketing activities and that these activities needs to be measured, analyzed and optimized as well.

Some important KPIs to take into consideration are: interest (number of downloads /users), engagement (numbers of opens, time spent) and retention (number of uninstalls). Obviously if the app is freemium and in-app-purchases power the monetization, KPIs like,customer life time value and revenue per user should be used.

4. Optimize the presence in the stores

A large percentage of apps are discovered and downloaded via search in the app stores. When the app promotion budget is limited, this is an approach that can have a big impact. The goal is to appear as highly ranked and in as many search results as possible. These are best practices for app store optimization:

Name of the app: make sure it contains the main keywords your app relates but isn’t keyword stuffed. This is a fine line and some creativity is required.

App keywords: in an ideal world you choose the most searched for keywords with the lowest competition. Also find out what keywords your competitors are using to get the idea — there are tools which can do this for you. As the search algorithms are rather simple, it’s good to include misspellings as well.

According to Techcrunch, ratings influence the iTunes rankings now as well — this means the app store ecosystem places quality apps at the top instead of just the apps that get downloaded the most. For any developer it is therefore even more crucial to try and get good ratings and deal with bad ratings and reviews at the same time.

5. Target Optimal Store Ranks and Loyal Users

Not all users are created equal. Depending on your marketing strategy, you may want to utilize different types of users and downloads, where all of which lead to different monetization paths.

One path could be to achieve high rankings, which then results in attracting browsing organic users. Organic users are, generally speaking, the most loyal ones and spend the most time and money with the app. This is because they find the app through browsing or in the top lists of the app stores and do have genuine interest in the app. Hence it’s a common strategy to generate cost-effective incentivized downloads to get into these rankings / lists.

6. Optimize and track everything

Testing and optimizing the app marketing campaign is more critical than ever. There are so many marketing vehicles available today and most of them perform differently and attract different audiences. 
 
The goals defined in an earlier stage should be implemented in an app tracking solution and need to get checked on a daily basis to see where the users who perform the best in terms of the KPIs are coming from. There are plenty of these solutions on the market and the cost is manageable. Tracking SDKs are also good for finding out any flaws when it comes to functionality, so to implement them before the app launch is a no brainer.

App Marketing Agency is not affiliated with or endorsed by Tapjoy.

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