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Mobile Marketing

The 5 Commandments to Navigating the m-Commerce Performance Marketing Landscape

Over the last few years, mobile marketing has become an increasingly important part of a marketer’s toolkit. Marketers who prioritize targeting campaigns and offers optimized for shoppers on their smartphones and tablets are definitely on the right path since mobile is now the primary outlet for e-commerce shopping over desktop, 55% to 45%. While desktop still remains the preferred choice for making purchases, this is expected to shift in the coming years.

With so much going on, what does a marketer need to know about navigating mobile performance? Here are five commandments to remember.

How Mobile Gaming’s Lessons Can Benefit All App Marketers

According to eMarketer, by 2016 mobile internet is poised to overtake desktop and reach $100 billion in ad spending. Very few businesses can turn their eyes away from the success of mobile as a platform these days. Whether it’s e-commerce, dating, entertainment, or lifestyle, all verticals are coming to the conclusion that, if they haven’t yet started taking mobile seriously, it’s about time they did.

If the rise of mobile followed the classic platform patterns, its development was pushed by an unusual vertical in the history of content platforms: gaming. Gaming apps were, without doubt, the first truly successful category on mobile and, it’s fair to say, games pioneered the industry and showed the way forward for all other verticals. Today, if mobile games no longer command the highest rank in the top free charts, they still take the crown in matters of in-app app store monetization as they fill most of the top-grossing positions.

With the experience comes the wisdom and there’s a lot everyone can gain from game publishers’ experience on the app stores. Here are the top 3 items all app publishers can learn from mobile gaming.

How to Drive a 360 Degree App Marketing Strategy Through First-Party Data [Free Webinar]

On Tuesday, November 17 we’ll be hosting a webinar together with our partners Localytics on how to leverage first-party data for a full-circle app marketing strategy.

In this webinar, you’ll learn:

– Best practices in user segmentation and first-party user data analysis
– How to leverage the data for better in-app engagement strategies
– How to utilize the data for more effective advertising campaigns

Understanding Lifetime Value Is Crucial To Successful Mobile Marketing

Although the concept of customer lifetime value (LTV) for mobile users has gained a lot of attention in the past couple of years, there is still a lot of confusion and misunderstandings around both LTV’s definition and how it should be used for mobile campaigns. Let’s try and debunk the myths, set expectations straight and see how LTV can be effectively leveraged for mobile advertising.

Let’s start off with the reassuring feeling that a majority of players within the mobile industry are leveraging LTV for their user acquisition efforts, are thinking of doing it, or at the very least have heard of the term. This is partly due to a general shift in mentalities and expectations in the industry towards ROI-positive media buying, as we have now completely entered the third wave of mobile marketing. Mobile marketers now understand the value of having of having insights on what’s happening after the install, all along the user lifecycle, and how it impacts overall ROI down the line.

Who Uses Retail Mobile Apps?

At AppLift, we strive to offer mobile app advertisers the best technology platform for their user acquisition and re-engagement needs. However, we also understand that advertising is just one – important – part of the efforts that app publishers need to undertake for their overall app strategy. For this reason, we appreciate and, at times, support all industry initiatives aiming at better understanding mobile trends and behaviors.

One of the domains where mobile still has to pierce through (at least in Western markets) is e-commerce. This month, our friends at Apptentive put together an interesting report on retail apps and we decided to offer the readers of the AppLift blog a summary of their main findings. Among other things, we were happily surprised to discover that more people than we thought use retail apps! Do not hesitate to let us know in the comments if you have questions or remarks.

Happy (mobile) shopping!

The Player Experience: Lifecycle Marketing for Your Game

Gaming is the most popular category in the App Store. With almost half a million competitors in the app store, you need more than a fun game to find success. So how do you find ways to stand out in such a crowded space? By making sure you are providing your players with an exceptional experience at every…single… step.

Customer lifecycle marketing is a practice used to identify milestones along the path that most customers follow throughout their relationship with a product. It is a great tool to anticipate what customers expect in “make-or-break” moments in order to capitalize on each.

While you might know your game inside and out, sometimes the best way to provide the best player experience is to take a step back and see it from their perspective. Below is the typical player life cycle along with the questions you need to answer to create a self sustaining cycle of engagement and retention.

10 Mistakes to Avoid Before Launching an App

You’ve strategized, developed, designed, iterated, tested and now it’s finally time to launch your shiny new app. But, as anyone who’s ever promoted an app can attest, it can be incredibly exciting, and also incredibly scary. After all your hard work, the last thing you want to do is blow your big launch.A successful app launch is one that translates buzz into real results, like installs and increased store ranking. However, failing to achieve critical mass quickly during a launch can be extremely detrimental to a new venture expecting returns on their investments.Luckily, app publishers have launched millions of apps and we can learn from their mistakes so you don’t have to repeat them! Make sure your app launch doesn’t fail by avoiding these 10 most common mistakes made by new app publishers:

How to Choose the Best Strategy for Naming a Mobile App

Picking a title is a substantial part of your app’s marketing success, as it weighs greatly on search results. There are two main strategies to app naming. The first one is to use a simple title that does not have any extra keywords. The second is to use extra keywords in addition to the title. Each strategy has its pros and cons. This article, based on practice and real cases, provides tips on how to decide on your app naming strategy.

5 Easy Steps to Creating a Powerful Push Campaign

I’m sure you’ve heard the rumors about push notifications: that they’re spammy, un-engaging, and a nuisance to app users.

The rumors are true – that is, if you’re bombarding your users with irrelevant, constant and broadcast-to-all messages.

But like all good marketing, push notifications only work when they’re valuable to the end user. When a user has opted-in to receive push messages from your app, it means they are saying “yes” to receiving real-time alerts on offers, content and information relevant to their interests and needs.

We’ve found that 52% of people enable push on their smartphones, and that push has the ability to drive 88% more app launches and 3x higher retention. But broadcast push messages only have a 15% conversion rate, whereas segmented messages have a whopping 54% conversion rate.

The key to providing value through push is to create and run targeted campaigns based on user behavior, attributes and preferences.

In this post, we walk you through the five steps you can take to delight your users with personalized and powerful push messages.