InternetMogul_winter issue_9_01_2015

Internet Marketing I Entrepreneurship I Life Change
In 2015
Predictions
For Mobile
App Development
Social Media
Channels
Should You Use
to Promote
Your Business?
Which
Winter
2014

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DEPARTMENTS
08
17
27
Features
8 Predictions For Mobile App Development In 2015
Mobile UX Trends for Optimizing Your App in 2015
Social Media
Which Social Media Channels Should
You Use to Promote Your Business?
App Install Ads on Tumblr
Tech
Smartphone App Development: Ios vs Android (Infographic)
Search
How To Brainstorm Keywords for Your App
6 Steps to a Better App Store Optimization Strategy
11 App Store Optimization Tips that
Every Developer Should Know
App Store Optimization (Infographic)
Media Buying
Bad News for Developers: App Marketing
Costs Hit All-Time High
6 Proven Mobile App Monetization Strategies: A Whitepaper
The Future of Mobile Programmatic Buying
Mobile
10 Ways to Promote Your Mobile App
App Marketing Hacks for the New-to-Mobile Marketer
Content Creation /Marketing
What are Native Ads? A Quick Intro for App Developers
Why ‘Build it & They Will Come’ No Longer
Works for Mobile Apps
11 Ideas for Your Content Based Mobile App
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EDITOR’S NOTE

Contributors Contributors Contributors
Matt Asay
Matt Asay has more than a decade of experience in
mobile, Big Data and open source, and is currently
VP of mobile at Adobe. He’s previously served at
MongoDB; real-time analytics company Nodeable
(acquired by Appcelerator in October 2012); mobile
HTML5 start-up Strobe (now part of Facebook);
Canonical; Alfresco; and Novell.Asay is an emeritus
board member of the Open Source Initiative (OSI)
and holds a J.D. from Stanford, an MA from the
University of Kent at Canterbury, and a BA from
Brigham Young University.
Robin Schwartz
Robin Schwartz is the Community Manager at
Appsee App Analytics. She has been working
in Hi Tech for over 9 years and loves working in
the Mobile space. She can be reached on Linke-
dIn and invites you to follow along as she posts
for her company’s blog on everything mobile.
Immediate Future
Harry Mapston is lead designer at one of the
most respected social media consultancies in
the UK, Immediate Future. The consultancy has
specialised in social media for over 10 years;
working with brands such as Sony Music, Post
Office, Thomson Reuters and IBM. More at
www.immediatefuture.co.uk.
ITinformers
I am Yogesh, the Founder and CEO of
ITinformers.com. I write about how-to-
guides, technology, news, gadget reviews,
blogging tips, SEO and entertainment for our
readers. I am basically a Technical Blogger
and Ethical hacker. I have been blogging
since 2012 in many blogs and articles for
some newspapers. I also usually takes
seminars and workshops in many colleges in
India, in the Domain of IT Security & ethical
hacking, blogging, and SEO.
Evaldo Rossi
I’m Evaldo Rossi, an ASO (App Store Optimi-
zation) Expert and a Mobile Game Developer. I
usually write about App Marketing, Keywords,
the App Store Search Algorithm, Mobile SEO,
and App Discovery.
Nancy Briscoe
Nancy Briscoe is the Manager of Market-
ing Strategy at Appular, a mobile-focused
marketing agency. She creates and manages
tactical growth campaigns for startups and
mobile developers. Nancy loves puns and all
tech things that benefit health, lifestyle and
social good.
Shruti Lele
Shruti is currently a Digital Marketing Man-
ager at Personagraph, a mobile user
insights company. She has a keen interest in
all things digital including content, search and
social. More recently she was responsible for
conceptualization, deployment and content
creation of a knowledge academy at Person-
agraph. For more interesting articles on the
mobile ecosystem please visit Think Tank.
Creative Construction
Digital Innovation - Delivered. With a focus
on digital strategy and user centered de-
velopment CREATIVE CONSTRUCTION helps
clients such as Coca-Cola, BNP Paribas,
Bertelsmann, Deutsche Post and Amnesty
International to develop and utilize their dig-
ital potential systematically, innovating their
products and services for a digital audience.
For more information visit
http://www.creativeconstruction.de.
Wix
Wix.com (Nasdaq:WIX) is a leading cloud-based
web development platform with over 56 million
registered users worldwide. Wix was founded
on the belief that the Internet should be ac-
cessible to everyone to develop, create and
contribute. Through free and premium sub-
scriptions, Wix empowers millions of business-
es, organizations, professionals and individuals
to take their businesses, brands and workflow
online. The Wix Editor and highly curated App
Market enable users to build and manage a
fully integrated and dynamic online presence.
Wix’s headquarters are in Tel Aviv with offices
in San Francisco, New York, Vilnius and Dnepro-
petrovsk. For more information,
visit: http://www.wix.com/.

Contributors Contributors Contributors
Jordan Wright
Jordan is a co-founder at Comfy. He loves
tech, learning, building businesses, data and
his family but not in that order.
Stefanie Amini
Stefanie Amini is the Head of Marketing and
specialist in Mobile Advertising at justAd,
a leading self-service advertising platform
that enables advertisers to create highly
engaging rich media ads for mobile and
tablet devices without the need for custom
coding. She is chief writer and editor of
Mobile Ad Geek, a blog for mobile ad-
vertising and marketing Experts. Follow her
on Twitter @MobileAdGeek.
Beebly Clark + Meyler
Beeby Clark+Meyler is a digital agency that
helps brands drive clear, actionable busi-
ness results through the seamless inte-
gration of Creative and Media. As leaders
in integrated digital marketing, the team
at BCM conceives, creates and distributes
digital content and programs that move the
needle on key business objectives.
Sasha Zinevych
I’m a PR and SMM manager at Publ.
com Ready Mobile Apps, and in my
view connecting to customers through multi-
ple channels is crucially important, especially
in terms of mobile marketing.
Blue Rocket
Blue Rocket plans, designs, builds one-of-
a-kind mobile apps with entrepreneurs and
company product teams. Since 2008, Blue
Rocket has transformed client vision into
some of the most popular consumer mobile
app experiences in the market. See more at:
http://bluerocket.us/#sthash.
FEExsUX3.dpuf
Avocarrot
Avocarrot is a mobile native ads platform that
provides full-flexibility to app developers that
want to increase app revenue while caring for
the user experience. You can find out more
and see some native ad examples at
www.avocarrot.com.
App Development Magazine
We are a monthly industry trade publication
that is dedicated to the mobile app devel-
oper and the mobile industry as a whole.
Our goal is to provide relevant news and
information in a snapshot view that offers
app developers a place where they can get
the latest information about products and
services that help them to build, market,
monetize, and deliver better apps across all
of the mobile ecosystem. Stuart Parkerson
is the publisher of App Developer Magazine.
He has an extensive background in niche
technology publishing.
Annum Munir
Annum is a Content Marketing Specialist at
Localytics. She started her career working
for Fortune 500 companies, like Microsoft
and General Electric, and then moved from
corporations to high-growth startups. A
marketer by skill and an artist at heart, she
champions creative writing, visual content,
and inbound methodology.

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Predictions
ForMobileApp
Development
In 2015
8
B y M A T T A S A Y
FEATURES
08

Mobile development has never been easy. Unfor-
tunately, it’s about to get much harder, accord-
ing to a new Forrester report that predicts eight
key changes for the mobile world in the coming
year—shifts that will keep mobile developers on
their toes.
Really on their toes, if Forrester has it right. The
analyst firm suggests that while developers are
still trying to master application development, the
market is shifting:
... away from apps, and toward more
contextually relevant micro-moments,
delivered across families of devices,
that are personalized to anticipate
unique customer needs.
Just what are these “micro-moments,”
and how should developers build for
them?
Big Changes Coming In Mobile
Development
Due to a variety of hardware and software eco-
systems, not to mention intermittent Internet
connectivity and awkward app delivery methods,
mobile application development has remained a
black art for many. Even so, a significant number
of developers feel that they’ve come to terms with
mobile app development.
“Nothing could be further from the truth,” declare
Forrester analysts Jeffrey Hammond and Michael
Facemire.
In fact, they write, even as mobile developers
struggle to catch up with the market, the market is
about to change in eight significant ways in 2015:
1. Standalone apps will lose their luster
2. Hardware-driven innovation will enable
new opportunities
FEATURES
09

3. Mobile competition will shift to accesso-
ries and ecosystems
4. Composition will dominate front-end mo-
bile experiences
5. The merger of physical and digital worlds
accelerates
6. Mobile context becomes high-def
7. Service virtualization and API design tools
will appear in every development toolbox
9. Low-code platforms will move into the
aggregation tier, but struggle to go
mainstream
Underlying all of these is a need for faster iteration
and more contextually relevant interaction with
the customer.
So, with regard to API design, for example, For-
rester insists that “[a] well-defined API ecosys-
tem is required for a front-end (mobile or other-
wise) experience to be flexible enough to adapt
to continuously changing customer demands.”
That’s because without that flexibility, “firms are
forced to maintain separate back-end architec-
tures for each front-end channel, which is simply
not scalable.”
But the most surprising (and hard to stomach)
change may well be the shift away from stand-
alone app development as ground zero for mobile
development.
Embracing Micro-Moments
One of the big challenges awaiting mobile app
developers has been profound and proliferat-
ing fragmentation: fragmentation of devices,
operating systems, screen sizes and more.
While the problem is endemic to the mobile
landscape, generally, it’s particularly scary for
Android developers, as this OpenSignal visual-
ization shows:
FEATURES
10

To a certain degree, developers have adapted to
fragmentation by ignoring it. Rather than ensuring
their app will work on every device, they’ve opti-
mized for the majority of the market.
That approach may no longer work.
Or, rather, a pristine app experience may no lon-
ger be the right target, according to Forrester.
Micro-moments are, as Hammond notes in a
separate blog post:
Instead of customers intentionally us-
ing apps a few times a day, developers
need to think about how they engage
customers in 5-10 second interactions
many times a day. As a result, develop-
ment focus shifts to favor notifications,
widgets, and cross-device interactions,
all of which are better supported in iOS
8 with new APIs. In a sense, the golden
age of the self contained app is over, but
developers still need to adjust.
Previously this would have been impossible for de-
velopers, but Apple, Google and other platform ven-
dors are opening up access to platform services as
well as device sensors. According to the report:
Micro-moments are presented through
platform features like Google Now and
iOS8 app extensions. These provide
APIs so that developers can inject con-
textually relevant information into plat-
form mobile services or aggregation
apps like HomeKit and HealthKit. Addi-
tionally, actionable notifications, avail-
able since the 4.0 Android release and
now in iOS 8, will move to the forefront
of developers’ attention as a way to pro-
actively grab a customer’s attention with
contextually relevant data.
Rather than a top-down approach, in other
words, Apple and Google are finally allowing de-
velopment partners to play a bigger role in their
respective ecosystems.
FEATURES
11

This is great news for developers and the cus-
tomers they serve. It’s also really hard, because it
requires more than a Field of Dreams “if we build
the app they will come” approach.
Getting To Know You
In fact, the experience is no longer really about
the app at all. It’s about the analytics that inform
interaction:
Micro-moments require a deep
understanding of what a customer
wants, and how and where they want
that critical information delivered. They
are informed by aggregated local,
historic, and operational context which
requires real-time data integration with
internal and third-party data.
Forrester adds the obvious addendum: “Teams
that have already invested in comprehensive APIs
will be well positioned to support micro-moments,
but others will struggle to adapt.”
As the digital and physical worlds blend in mean-
ingful ways, developers must think hard about
how to take advantage of micro-moments to take
advantage of what’s happening in the physical
world (a particular location, for example), and
surface the right digital content at precisely the
right time.
Easy? No. Essential? Absolutely.
FEATURES
12

B y R o b i n S c h w a r t z
MOBILE UX TRENDS
FOR OPTIMIZING YOUR APP
IN 2015
FEATURES
13

Back in the ‘60’s, the slogan K.I.S.S. or “Keep
It Simple, Stupid!” grew in popularity after being
established as a design principle in the U.S. Navy.
The origin may be old, but the message is as
good as new. With 2015 approaching, the great-
est piece of advice app designers should heed in
regards to mobile UX is to K.I.S.S!
When it comes to designing an app, keeping
up on the latest trends is an extremely import-
ant element. With over one million apps avail-
able on each the Google Play and App Stores,
competition is fierce and getting noticed requires
something special. One way to stay ahead of the
game is to make sure you are providing some-
thing unique and interesting, with features that are
trendy and growing in popularity.
To help you with this task, we have done a bit of
research to determine what will be big in 2015
to make sure your mobile UX is at the top of its
game, helping you develop and grow the very
best app you can in the coming year.
Simplicity – The Theme to Optimizing
Your Mobile UX
There are a few factors that play into the K.I.S.S.
attitude. Used together, they can create a very
strong app and stronger user experience:
Content
Apps are used on devices that are not especially
large. Because of this, with limited real estate, the
content that appears on the screen needs to be
very specific and tailored. Keep the chosen con-
tent to a limit, and have the overall appearance be
clear and simple. Avoid overwhelming users with
a cluttered screen by providing simple and easy-
to-view content.
We are currently seeing a shift from customization
to personalization of UX on mobile devices. Per-
sonalization delivers the content they want, based
on their past use, their preferences or where they
may be geographically. By personalizing on mo-
FEATURES
14

bile devices, it facilitates more of a bond with the
user, both as far as their needs and in terms of
context, and maximizes the mobile UX.
Flat UI
Just like in years past, Flat UI is going to remain
popular. Defined by its sleek, neat appearance
that serves a purpose besides being appealing,
flat UI forgoes any 3D illusions to provide a clean,
functional interface that eliminates excess im-
agery and content. Often, soft colors are utilized,
as well as a significant amount of white space.
Cramped apps are no longer of interest to users
and will not be in the coming year.
Image source: behance.net
Keeping in line with the flat UI, minimal icons and
few colors in the color scheme will be the standard.
Simple Navigation
Not only should navigation be obvious, it should
be easy. Whatever a user sets out to do should
be easily achieved without any questioning
and in the fewest amount of clicks possible.
Ease-of-navigation is a quick win when it comes
to UX, and more and more app developers are
catching on to this trend, particularly when it
comes to e-commerce apps.
Unprofessional-Looking Pictures
Oddly enough, pictures that look like they were
taken by your friend and posted to her Insta-
gram account are growing in popularity in place
of professional shots that have been the stan-
dard in the past when it comes to mobile apps.
The look is more casual, to be sure, but it also
creates an impression that someone you know
could have taken it, which people tend to trust
that more than a professional pic. This obvious-
ly will not work for every app out there, but the
idea of simplicity persists.
Image source: Techradar
FEATURES
15

Going Big
Mobile screens are small; fingers are smaller. It
is not always easy to use an app or read it and
many app makers are catching on to making
things BIG: big text; big buttons; big call-to-ac-
tions. Basically, any feature or function that might
create some sort of difficulty for a user can and
should be eliminated by guiding users with clarity.
Image source: topdesignmag
Theming
It should come as no surprise that some of the
top trends in mobile originated on the web.
Theming, the ability to choose your own back-
ground, has been around for years on the web
– remember how exciting it when Gmail let you
personalize your email? And now it is coming to
mobile too. The concept is fairly new so options
at the moment are not plentiful, but it seems
more are on the way.
With mobile constantly developing and new
devices being introduced all the time, it is hard
to know just what we might see by the time
2016 rolls around, but 2015 is still all about
the apps. Try implementing these one at a time
and see if user retention improves with your
users’ improved UX.
FEATURES
16

WhichSocial Media
Channels Should
You Use to Promote
Your Business?
SOCIAL MEDIA
17

However, with the endless tasks involved in running and improving your business ops, dividing your
time between all the available networks can become counterproductive.
Before you start spreading yourself too thin, consider the advantages and disadvantages of each social
network and choose the most relevant ones for you. This comparative guide will help you decide which
social media channels can work best for your business.
Social networks are considered to be a powerful
arena for online marketing. They provide a direct
and targeted way to communicate with the relevant
audience, and they require less spending than more
traditional marketing techniques.
SOCIAL MEDIA
18

Facebook
What’s it about?
No need for introduction. Facebook is the number one network for people all over the world to connect
and share content. Brands that are active on Facebook get to update their followers on exciting news,
promote special deals and hold occasional online contests. They also create focused ad campaigns
that target a carefully selected audience.
Facebook was designed to encourage people to interact. The “Like” and “Share” buttons are
viewed more than 22 billion times a day, not only on the network itself but across millions of
websites worldwide!
Who’s on board?
Only about 1.23 billion people! 945 million of which say that they access the world’s largest social net-
work through their mobile devices. With 15.8% of all “internet-minutes” spent on Facebook, it’s clear
that its users are on average more active than users of other social networks.
Sounds good. How do I get started?
The first thing is to create a Facebook Page for brands and companies. Using a personal Profile as a
business presence is frowned upon, and Groups have limited functionality as marketing platforms.
After you established a great page, you need to come up with a posting plan that will best suit your
target market: How many times per day should you post? Are there specific hours that yield better
engagement? Does your audience react better to photos or text posts? Should you keep a formal
tone or be more friendly and conversational? The answers to these questions are key to your Face-
book success.
Inspiration: Wix on Facebook
SOCIAL MEDIA
19

Twitter
What’s it about?
The strongest characteristic of Twitter as a social network lies in its 140-character tweet limit. The up-
dates that are posted here are short and clear. While Twitter does offer visual content options, text-
based posts are more dominant and often include links to external websites.
If you’re trying to reach a broad audience that’s receptive to marketing messages, Twitter might be the
best bet for you. About 39% of the people who took one recent survey indicated that they’d rather
hear from companies on Twitter than on any other social platform, beating out Facebook.
Who’s on board?
Twitter currently boasts around 650 million users worldwide, and their updates amount to 58 million
new tweets per day. Twitter users are more likely to be active on their mobile device than on their PC,
so think of it as a real “on the go” network.
First you need to learn some Twitter jargon and conventions – Hashtags, Retweets, Mentions, Direct
Messages. These are terms that will help you understand the engagement potential.
An important thing to take into account is that the average lifespan of a tweet is extremely short, so you
need to be able to post quite frequently – without, of course, spamming your audience – to increase
your business’ visibility.
One of the most valuable things that Twitter offers to business owners is the ability to search for key-
words that are related to them and track people’s conversations. This gives you great insights into the
way your audience interacts with similar businesses and allows you to improve the content of your
tweets. Use a Twitter dashboard tool like HootSuite, TweetDeck or Commun.it to set up tracking for
relevant search queries and follow up on them on a daily basis.
Inspiration: Wix on Twitter
SOCIAL MEDIA
20

Google Plus
What’s it about?
Google has been throwing all of its weight on Google Plus, the search giant’s social network, in an ef-
fort to compete with Facebook. While it’s been a rocky start, things now seem to be picking up on
Google Plus so don’t underestimate this platform.
Since Google is running the game, gaining traction on their social network also impacts search results,
and this is an incredible incentive to be active here.
Who’s on board?
Google Plus has almost 550 million active monthly users. Statistics show that the userbase here is
predominantly male and that profession-wise, the biggest segments are students, tech-oriented pro-
fessionals and creatives like bloggers and photographers.
Like Facebook, Google Plus differentiates between individuals and companies. As a brand, you will be
best represented with a Company Page. Google’s involvement here requires that you think of the con-
tent that you upload in terms of Search Engine Optimization. Your posts and profile description need to
include rich texts with relevant keywords.
Communities are very strong on Google Plus, so a key strategy for you would be to find active com-
munities that are related to your business and interact with them in a clever fashion. The idea is to al-
ways offer value to people and understand that participation in communities is mostly about giving.
Hard selling and spamming simply don’t work on social media.
Inspiration: Wix on Google+
SOCIAL MEDIA
21

LinkedIn
What’s it about?
LinkedIn rose to fame as a social platform for people in professional occupations, connecting busi-
nesses with potential partners and employees, but it also provides a hub for professional networking in
many industries.
While retail and leisure businesses might fight it difficult to market themselves here, a wide variety of
technology services, public management experts, self-employed creatives and consultants can actually
benefit a lot from sustained activity on LinkedIn.
Who’s on board?
Because LinkedIn targets a professional user base, this network appeals to an older, well-educat-
ed and established audience. While it boasts an impressive number of users for a “niche” network
(about 280 million!), about 75% of them spend 4 hours or less per week surfing the site.
Your LinkedIn strategy depends mainly on whether you wish to promote yourself as a freelancer
(in which case you should invest time in creating a powerful personal profile), or whether you want to
market a business operation under a brand name (in which case you should also set up an official
company page).
Here’s an updated and thorough guide to help you develop an effective marketing strategy for LinkedIn.
Inspiration: Wix on LinkedIn
SOCIAL MEDIA
22

Pinterest
What’s it about?
A social network dedicated to the sharing and re-sharing of visual content, Pinterest is all about inspi-
ration and ideas. From beautiful artworks, through stimulating recipes and all the way to DIY projects,
Pinterest encourages users to appreciate aesthetics.
Many brands that have a strong visual appeal find Pinterest very useful for promoting their services and
products. More than other social networks, Pinterest leads to spontaneous eCommerce shopping
and is therefore of great value to online businesses.
Who’s on board?
Pinterest is an unusual network in the sense that from the 70 million users it currently has, a great
chunk is made of female users. In fact, recent studies show that about a third of the women in the US
are currently Pinterest users!
Another interesting tidbit about Pinners is that they are three times more likely to be active on their mo-
bile device than on a PC.
Pinterest allows images to speak for themselves, so the power lies in high-quality and frequently updat-
ed “pin boards” (the Pinterest equivalent to themed photo albums). Put some effort into creating alluring
visual content – photography, illustrations, graphic works – anything that can help you represent your
brand in a striking manner.
Inspiration: Wix on Pinterest
SOCIAL MEDIA
23

Instagram
What’s it about?
More than any other social network, Instagram has become synonymous with “generation app”. This
mobile-based network allows smartphone users to share their photos instantly with their contacts. It’s a
visual representation of your daily life, spiked by image filters that make it look more beautiful.
Brands that use Instagram often draw major engagement by posting original and creative images.
Check out a few examples of companies who do an excellent job promoting themselves on Instagram.
Who’s on board?
Instagram now has 150 million users, 70% of whom use the app on a daily basis. It’s a predominantly
young network, with over 90% of users under the age of 35 (some of whom can be extremely agitating).
With Instagram now being a Facebook-owned gem, visibility of Instagram content is significantly in-
creasing, making it even more appealing to companies and brands.
Make sure you can keep up a steady posting pace. Do you have enough interesting visual content to
maintain an active Instagram feed? If not, it’s time to get creative and get some!
To get a sense of what the Instagram community is interested in, check out the list of most popular
hashtags. Integrating hashtags in your posts is an important way to attract new followers, but you’d
want to use them cleverly. Hop on to the Wix Instagram page and check out some of our photos
for inspirational hashtag use.
Inspiration: Wix on Instagram
Reprinted courtesy of Wix.com. For more great content,
visit them at the Wix Blog: http://www.wix.com/blog/
SOCIAL MEDIA
24

You’re on your phone, in an app, an ad pops up,
what are you more likely to spend your money on?
TT A Jacket
TT A Meal
TT An App
SPOILER ALERT; It’s an app.
Everyone and their mum wants you to download
their app these days, from Warblr to Domino’s,
and they are willing to pay big money to adver-
tise them. Facebook have been cashing in on
app install ads since October 2012 with in-feed
app ads, Google did something similar with Ad-
Mob and Twitter launched app install cards in
April 2013 pushing social selling even further, now
Tumblr have launched mobile only Tumblr Spon-
sored Apps, linking users directly to the Apple
App Store and Android’s Play Store.
App Install Ads on
Tumblr’s Sponsored Apps programme has
launched to advertisers boasting that;
TT 65% of all users are mobile users.
TT Mobile users access Tumblr on aver-
age 7 times a day.
TT Sponsored posts on average are re-
blogged 10,000 times.
TT Tumblr mobile engagement is still
growing by 84% year-over-year.
Enticing stuff. Yahoo recently said it expected
Tumblr to take in over $100 Million in ad revenue
in 2015 and it’s easy to see why.
As we have seen with the recent launch of in-
stream auto-play video ads from big name brands
such as Universal, Lexus and Hulu, plus Yahoo
and Tumblr now attracting more than 550 million
monthly active users on mobile, I would definitely
keep an eye on Tumblr in the coming year.
SOCIAL MEDIA
25

The post was written by Harry Mapston, Lead Designer at immediate future.
Visit the immediate future Blog at http://immediatefuture.co.uk/blog/
SOCIAL MEDIA
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IOS VS ANDROID
B y I T I n f o rm e r s
SMARTPHONE APP DEVELOPMENT:
(INFOGRAPHIC)
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Every day the smartphone industry looks new
heights in the sales of smartphones. While buying
any smartphone, people keep in mind that which
mobile operating system they should opt for.
This article covers two smartphone operating sys-
tems, Android and iOS. Both are popular
and most used.
Till today, more than 1 billion smartphones have
been sold. Android covers the largest market
share of 80% and has popularity in developing
countries where per capita income is low, where-
as iOS sits in second place with a 15% market
share and popularity in nations with high per capi-
ta incomes and developed countries.
Around 1.4 million apps have been published on
Google Play Store and 85% apps of them are free
while out of 1.3 million iOS apps published on iTunes,
25% are free and 32% apps have in-app purchases.
Between Android and iOS apps, iOS apps give
more profit than android apps. There are 67%
shopping apps for iOS and 33% shopping apps
for Android phones. E-commerce sites get 60%
visits from iPhones while 39% visits from An-
droid phones. The average order value from
iPhones is $118 and from Android phones is
$112. Let’s talk about tablets, e-commerce sites
get an 87% share of visits from iPad and 11%
share from android tablets. The average order
value from iPads is $160 and $107 is from an-
droid tablets.
Every month iOS apps see 19% of increase in ses-
sions while android apps see an 18% increase in
sessions. In the second quarter of the year 2014,
iOS apps have generated $100 million revenue
while $60 million revenue by android apps.
More information can be found in the below
infographic.
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B y E v a l d o R o ss i
HOW TO BRAINSTORM
KEYWORDS FOR YOUR APP
App Discovery is one of the big-
gest issues the App Store has. iOS
8 kind of tried to solve this prob-
lem; but the sheer size of the store,
with more than 1.3 million apps,
will always make app discovery a
difficult process.
Another factor that contributes to
this situation is the search engine.
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38

1
Search in the App Store is primitive; it still de-
pends on a Keywords field and the keywords
found on the App Name, the Publisher name and
the In-App Purchases display names. That’s why
Keyword Optimization, or KWO, is so important
in App Store Optimization for iOS. You depend on
them to actually appear on the search results.
The first step for Keyword Optimization is brain-
storming list of keywords and keyphrases. It
might not look so critical as the actual keyword
analysis, but it is; search terms you don’t consid-
er here obviously will never be analysed at all.
You have to consider all possible keywords and
keyphrases that could lead to your app.
The scope has to be huge.
I’ve found that an ideal list has, at least, 2000
keywords and keyphrases per language.
Below, I listed some methods to brainstorm them
that won’t leave any possible leads out of the op-
timization process later on.
Actually Brainstorming
Yourself
Since artificial intelligences still don’t
process culture, history nor have the complex-
ity of a human brain, I’m afraid you will have to
kickstart the list yourself.
Literally write down whatever comes to mind
when thinking about your app.
If it is a game, consider its mechanics, and list all
the related keywords and keyphrases, such as
player resources and actions, objects, powerups,
enemies and challenges.
For other apps, think about its functionality, the
problems it solves, places where it will be used,
what tools it has, etc.
Additionally, write down keywords related to your
app’s appearance. List your game character
skins, the level themes, the character styles, and
so on. Is your productivity app clean and follows
the new post-iOS 7 design standards or uses iOS
8’s new technology? List this too.
As for using plurals, the debate continues in the
ASO community. The App Store’s algorithm sup-
ports the combination of plural and singular word
search results (same with typos). However, it is still
not reliable enough, especially in languages other
than English, where Apple does not have such in-
telligent algorithm to deal with a different language,
especially with irregular plurals, i.e., where a plural
requires more than just adding an “s.” I’d treat plu-
rals as different words, just to be sure.
After some time, you should have a considerable
list with a large scope. As an example, a racing
game would have keywords, such as:
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39

Using the Google AdWords
Keywords Planner
Formerly known as Google Adwords
Keyword Tool, the Keyword Planner is great for
generating new keywords and finding related
keywords. But the true value of this tool lies in
providing good keyphrases using your current
keyword list. Input the brainstormed list com-
plemented with the competitors’ keywords in
the tool to get even more keywords and
keyphrases.
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40
2

There are many ways to use the Keyword Plan-
ner. I usually follow these steps and it returns
great results:
1. Visit https://adwords.google.com
2. On the top bar, select Tools and then
Keyword Planner.
3. Choose Search for new keyword and ad
group ideas.
4. In the first box, Your product or service,
briefly describe your app (e.g., “future
cartoon racing game”).
5. In the second field, Your landing page,
put in the website of a competitor app
or a Wikipedia page connected to your
app to get even more keywords and
keyphrases. Any webpage with a lot of
well-organized content can likely provide
good ideas.
6. In Product category field, you do not real-
ly need to select anything. Otherwise, use
it to filter the soon-to-be generated list,
but don’t select something too specific.
7. When finished, click Get Ideas.
8. On the next page, select the Keyword
ideas tab.
At this point, you should have hundreds of key-
words and keyphrases. You can add them all to
your main list, or you could filter some out. Look
at the left sidebar and on Customize your search,
click Keyword filters. Input “1000” in the Average
monthly searches field. This should eliminate most
of the extremely specific or very long keywords
and keyphrases.
The other tool that you can use is the list multipli-
er. To do so, follow these steps:
1. Visit https://adwords.google.com
2. On the top bar, select Tools and then
Keyword Planner.
3. Select Multiply keyword lists to get new
keyword ideas.
4. In left field, List 1, paste part of your
keyword list. It works best with only key-
words and two-word keyphrases.
5. In the right field, List 2, place another
part of your keyword list. Choose short
terms as well. (If you want, you can use a
third list in the multiplication, but it is not
necessary).
6. Click Get Estimates.
Repeat until you have all the relevant keywords.
You many want to put the entire list in a spread-
sheet and create a formula to identify repeated
terms. If a group of new keywords and key-
phrases contain more than 70 percent of repeat-
ed terms, your research is becoming non-pro-
ductive. In this case, move onto other sources
of keywords.
Your competitors’
keywords
Even if you have not yet released your
app, considering that over 1.3 million apps are
available in the App Store, it is highly likely that
some are already competing for your future users.
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First of all, list your competitors. Search the
store for apps with similar functionality and
theme. Then, look for ones with the same art
style. With games, find all major apps with the
same mechanics. Consider any ones that your
target audience might download as well as
ones similar to yours.
Spying their keywords
The main App Store Optimization services on
the market have automatic tools for this, reduc-
ing the time required for this task.
Usually they are named “Keyword Spy” or
“Competitor’s Keywords”. These tools match
search results with the searched keyword or
keyphrase, so the list you get is made from
words found on all metadata fields the search
engine checks for keywords—they are not
necessarily found on the Keywords
field only.
Looking at Reviews
Another way to find interesting keywords is ana-
lyzing your competitors’ positive reviews.
Some ASO services have review analysis tools,
matching keywords from reviews to the score us-
ers gave. The result is a list of features users liked
the most about the app.
Thesaurus
A thesaurus helps you find alternative
words to describing your app.
Since with any language, multiple words can con-
vey a similar idea, you could lose valuable relevant
4
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42

Check the WordData Blog and the ASO Cheat Sheet to learn more.
traffic if you do not know enough vocabulary. A
thesaurus proves especially useful if you are not
a native speaker. Moreover, even if you are fluent,
you may not think of some important regional
terms and slang.
The best online options are Thesaurus.com and
Synonym.com. Since you can only search for one
word at a time, only use this method for the most
relevant keywords.
Search Suggestions
Another simple way to find valuable
keywords and keyphrases is by typing
in keywords, letter by letter, in a search en-
gine and waiting for the autocomplete to offer
suggestions. The top two search engines to
use are Google (on a incognito window), for it
is popularity and quality, and the App Store,
for its relevance; after all, your users will be
using it to findyour app.
Remember that long keyphrases are common
on the web, but not in the App Store. Keep this
in mind when adding Google results to your list.
Instead of queries like “who is the president of the
USA,” the condensed “president USA” can work
as a keyphrase for your app.
Next, with the App Store, you have two sources
of keywords: the suggestions pop-up like with
Google, and after searching, the “Related” search
bar that appears above the search results.
Some tools automate this “search and wait
for results” process.
One of the best is Ubersuggest, widely known
by SEO professionals. To use it, enter your key-
word or keyphrase in the search field, select your
country (if you are doing this for a specific store)
and click “Suggest.” Ubersuggest returns the top
10 keywords and keyphrases for the term as well
as the term plus every numeral and letter of the
alphabet. For example, if you search for “red car”,
it returns keyphrase suggestions for not only “red
car”, but also for those starting with “red car 0″ to
“red car 9″ and “red car a” to “red car z.”
Conclusion
In the end, these tools are there to help you—they
won’t generate the perfect list. Although you must
do this process with an open mind, there has to
be a minimum level of relevance. There’s no point
adding “fish” to a camera app or racing game.
Unless you manage to make an app for underwa-
ter photographers, or… Fish racing? As you can
see, it’s a case by case scenario.
Go with your guts. Remember: this list will be
the basis of your Keyword Optimization (KWO)
process. You fail here, you probably won’t re-
cover the keyphrases later. It looks that I’m ex-
aggerating, but having a great list to work with
always made the difference in my App Store
Optimization process.
5
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43

6 Steps
to a Better
App Store
Optimization
Strategy
B y Na n c y B r i s c o e
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44

Finally! Your users have reached the last road-
block between you and an install on their smart-
phone. Anticipation sets in. Will your app fit their
need: for higher productivity, for photo editing, for
cat games? One last click will let you know if you
did your job right.
But, I’m getting ahead of myself. Because your
app store page is literally the last place a custom-
er will visit before purchasing, you have to think
about the big picture.
Where are potential users hearing about you first?
What else are you doing congruently to promote
your app? Among your answers could be pub-
lic relations, user acquisition campaigns, guerilla
marketing or maybe something else.
According to Ariel Michaeli, CEO of AppFigures:
“With so many options, users opt for
spending the least amount of time [shop-
ping for an app] and will almost always
download the app that has the least per-
ceived risk. This means that good app
store optimization extends beyond key-
words. A good optimization campaign
aims to reduce perceived risk.”
Use your marketing mix to help users discover
your product and your App Store page as a place
to fully understand your app’s need.
Below are six of my best suggestions for building
a winning app store description:
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45

App Icon
1. Judge an app by its cover
Here’s an anecdote for you: two app walks into a bar. The first enters
the scene with packed on makeup and tattered clothes. The other app
comes in fresh-faced and well-dressed, polished even. Which one do you
take home?
If you’re desperate for a quick solution, the first will do. But if you’re look-
ing for a keeper, I’d suggest you make moves on the second. Drawing
parallels to the app store, if you’re looking for a quality app, users go for
quality presentation. If you need an app quickly that you’re only going to
use once, you’re likely to download out of desperation.
When creating your icon look at your competition. Assess what the ma-
jority of them are doing and create a bold alternative to separate yourself
from the pack.
Categories, Keywords and App Title
2. Think like a consumer
Keywords and categories are used to attract people to your app during
organic searches in the app store. Users searching are on the hunt. They
have a problem and are looking to your app to solve it.
Lots of times your app can potentially fall in two categories like “social”
and “health”. When uploading to the store make sure you keep your
unique selling proposition in mind. Are you a tracking progress and have
the ability to share with a friend? If so, your primary category should be
health. Or maybe the app relies on person-to-person interaction to be
successful. If that’s the case, social is the better choice.
When picking keywords, choose ones that are going to draw out the
characteristics and solutions of your app. Also utilize all of the space giv-
en to you – separate words by commas with no spaces in between. To
bolster your search even further, App Annie suggests adding keywords to
the title of your app to help clarify the value.
With the addition of iOS 8 you can also define the subcategory that
best fits your app. Be precise in your choices – it could lead to an app
store feature.
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Screenshots
3. Communicate the what
Michaeli advocates screenshots as “your biggest chance to reduce the per-
ceived risk that comes with buying/downloading an app for the first time.”
When users are shopping, they want to know if the app is going to fit
their specific need. Develop your screenshots (yes, all five of them) to
show the key features that makes your app better than your competitors.
With a variety of images you can tell a story about how your five key fea-
tures play into each other to create a full experience. Demonstrate this
with pictures of the UI and actionable text added to your screenshots.
App Previews
4. Draw them in
In the movie business blockbuster movies make their money by leading
with a great trailer. In a world where anticipation drives sales, iOS 8’s app
previews on mobile now let you lead your users to water. Investing time
to develop a video that focuses on the key elements that make your app a
must-have and you will greatly increase your odds of getting a download.
World of Warriors did a killer job with their video, and this week they are
being featured in the app store… coincidence?:
Official World of Warriors - Full Length Game Trailer
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Description
5. Communicate the how and why
How is your app going to change the way I get my news or share
photos? Why is it the app for me? Use your description to reassure
users that your app is what they’re looking for. Show them exactly
how the app will work to their benefit and why they should integrate
it into their life.
Quick tip for those also working on Google Play descriptions – make
sure you’re interweaving your keywords into your description.
6. Keep it short
A common description mistake we see at Appular are giant, wordy para-
graphs. Think of your elevator pitch. You know how to describe your
product in one sentence and you know the types of people who should
be using your app. Write your description like you’re talking to those us-
ers. Keep paragraphs to 1-3 sentences and break out your features list
into bullet points to break up the format.
Once you’ve submitted, monitor your success and always think about
making changes based on your users positive/negative reactions to
the features in the app. As with most things in life, you’re not going
to get everything right on the first try. Just remember the golden rule:
always be optimizing.
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48

App store optimization
tips that every
developer should know
B y S h r u t i L e l e
9
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The mobile ecosystem is growing at a speed
most of us are not able to keep up with. The mo-
bile industry is seeing growth much like what the
desktop world saw a decade or so ago. However,
the enormity and scale of the mobile app ecosys-
tem is like nothing seen before.
It is survival of the fittest in the app world.
Only hard work and dedication for building an app
doesn’t cut it anymore. Developers today have to
become savvy entrepreneurs with all tricks of the
trade tucked up their sleeve.
ASO is one such trick, which promises to help
app developers bump up their app’s chances
of success.
What exactly is ASO?
ASO (App Store Optimization) is a technique that
increases the ranking of an app in the app stores’
search results. ASO is like search engine opti-
mization (SEO) for mobile. ASO helps optimize
mobile apps so as to improve the app’s position
in search results so that it is more visible to po-
tential customers.
A higher ranking on the app store means more
traffic to the app’s page in the app store, which
increases the chances of the app’s downloads.
The end goal of ASO is to drive the ultimate user
action of app downloads.
Studies by research firms like Nielsen and For-
rester have showed that organic searches in the
app stores are the biggest drivers of downloads.
This means that most users discover apps purely
by searching in the app stores.
Source: BI Intelligence
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With the growing competition in the app stores
and the dismal success rate of apps, it is essen-
tial that developers adopt techniques such as
ASO. This will improve the chances of their app’s
survival and longevity in the app stores.
While ASO is an evolving concept, here are
some important tips to optimize an app for
the app stores:
1. Keyword Research: This is the first and
the most important step for ASO. Key-
words are the search terms that users
enter in the app store when they are try-
ing to discover apps. It is like the search
terms we type in the search box in Goo-
gle. It is essential for app developers to
identify what keywords they want to be
optimized for. Proper research needs to
be done on the search volumes of these
keywords. App developers should identi-
fy the top keywords based on relevancy
and search volume. There are many ser-
vices in the market that can help devel-
opers with keyword research.
2. App Name/Title: This is one of the
most important factors of ASO and thus
must be chosen very carefully. The app
name must incorporate the top key-
words that you have identified that you
want your app to be associated with it.
The apple app store allowed 255 char-
acters for the app name but only dis-
plays 25 characters in a search result.
The app name should not be too long
and should ideally be descriptive of the
app. For e.g. a photo app should have
“photo” in the name somewhere. It usu-
ally makes it easier for users to make the
decision of downloading an app if they
can quickly figure out what the app is
about from its name.
3. Description: The app description is cru-
cial for ASO. Think of the app description
as an elevator pitch to potential users.
The description should clearly describe
the apps purpose and value while incor-
porating the important keywords iden-
tified for the app. The keywords must
NOT be stuffed in there but should be
plugged in smartly and only where it is
needed.
4. App Icon: It is very important to have a
catchy app icon. A good icon will help an
app stand out amongst the other apps
and get users to click on it. App icons do
not directly contribute to an apps rank-
ing in the app stores, however it helps
differentiate from the other apps that are
displayed as part of a search query. App
developers should spend considerable
effort coming up with good creative for
the app icon, as it will be beneficial to
them in the long run.
5. Screenshots: It is important to note
that screenshots don’t have to be actu-
al screenshots of the app. This section
can be used to use graphics to visually
demonstrate what the app is about. It is
a useful tool to do visual storytelling for
an app. Only high quality images must be
used in this section.
6. Ratings: Apps with higher ratings climb
the app store charts faster. Ratings are
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51

essentially a tool for social validity about
an app and thus greatly matter. It is very
important to note that developers should
not resort to black hat techniques of get-
ting fake ratings or paying people to rate
your app higher. Such techniques are
frowned upon and can lead to the app
being taken off from the app store. High
rating from happy users is what every de-
veloper should aim for.
7. Reviews: Reviews are also very import-
ant for an apps visibility. Apps that have
a ton of reviews are often downloaded
more. However like positive reviews can
help an app, negative reviews can hurt an
app’s credibility. Ideally developers should
strive for more positive reviews however
they must be prepared for some not so
positive reviews as well.
8. App updates: Users often look at when
an app was last updated. If an app isn’t
updated in years then chances are the
users will assume it is a dormant app and
won’t download it. Frequent app updates
are desirable as it means the developer
is constantly working to improve the app
and adding new features. However, de-
velopers shouldn’t keep updating an app
just for the sake of it either.
9. Total number of downloads: It is a
numbers game after all. The total number
of downloads go a long way in demon-
strating the legitimacy and popularity of
an app. While not directly in the control of
the app developer, it helps in increasing
the chances of the apps download once
it shows up in the search results.
ASO is a gradual and constantly evolving process.
Developers should be patient and follow the in-
dustry’s best practices for ASO and watch their
app’s app store rankings soar.
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Bad News For Developers:
App Marketing
Costs Hit Record High
B y S T U A R T P A RKER S ON
If we know one thing, Apple’s impact on mobile
is way is way bigger than its actual smartphone
market share footprint. As we reported earlier in
the news item “Mobile Industry Takes the Month
of August Off as Users and Marketers Show
Less Activity,” app users and the mobile industry
as a whole were somewhat lethargic in August
as indexes for app activity and app marketing
costs were down.
And so what about September? Bam! Wake up
- marking costs have hit an all time high for Sep-
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tember. So what happened? You know the an-
swer – a new iPhone was released.
The August and September numbers used
for this reporting were from the Fiksu Index,
which benchmarks app store competitiveness
and the cost of mobile app marketing. And for
September the Fiksu Index showed app mar-
keting costs hit an all-time high following the
launches of the iPhone 6 and 6 Plus and Apple
iOS 8 release.
The index shows the cost for marketers to
acquire loyal users (Cost Per Loyal User or
CPLU) reached $2.25. CPLU increased 21
percent from August 2014, and 34 percent
since September 2013. Taking a look at the
increasing costs to acquire loyal users over a
two-year time period (2012-2014), Fiksu has
observed an upward sloping trend line
demonstrating that marketers continue to
face an environment of increasing costs
and competitive forces.
Fiksu also reports that the influx of early
adopters of the iPhone 6 was 116% higher
than that of the iPhone 5. This rapid adop-
tion drove up competition for app marketers,
as users downloaded and engaged with new
apps from the App Store.
For the Fiksu Competitive Index, which mea-
sures the average aggregate daily download
volume of the top 200 ranked iOS apps, the
numbers show a rise of 4 percent in September
to 5.5 million daily downloads. While this metric
had a 4 percent decrease year-over-year, Fiksu
indicates a contributing factor is likely the reduc-
tion of apps displayed in the Top Charts in the
App Store from 300 to 150. Now, some of the
apps tracked in the Index are no longer scrolla-
ble in the top apps listings meaning they are not
as readily discoverable by users.
The Cost per Launch (CPL) and Cost Per Install
(CPI) Indexes both increased on iOS in Septem-
ber. This was the net effect of various contributing
factors including a rise in competition, user activity
and media costs as brands jostled for the attention
of new device owners. Another factor was users
deleting apps to free up storage space for iOS 8.
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A guide to plan your
Mobile App Service
Media Buying
62
Six Proven
Mobile App
Monetization
Strategies

Introduction
Despite the fact that there are approximately one
million mobile apps available on both Apple’s App
Store and Google Play, monetizing a mobile app
is not as easy as it seems.
According to Developer Economics’ State of Na-
tion Q3 2014 report:
TT 24% of mobile app developers earn $0
per month
TT Another 23% earn less than $100 per app
per month
TT 22% earn between only $100 and $1,000
per month
TT 19% earn just $1,000 - $10,000 per month
TT A meager 9% earn between $10,000 and
$100,000 per month
TT And only 3% earn more than $100,000
per month.
Furthermore, according to Vision Mobile, the
upper echelon of mobile app developers––only
2%–– typically claim 54% of all app revenues.
Finally, an extremely small number of mobile apps
have been successful in producing huge success
with an equally huge payback to its developers.
This includes apps like Skype, WhatsApp, Face-
book, Candy Crush Saga, Angry Birds, Instagram,
Groupon, and many others in that top stratum.
So if you want your next mobile app to be suc-
cessful monetarily, then analyze and pursue one
of these six proven mobile app monetization mod-
els outlined in this whitepaper.
But which monetization strategy you choose––
and how well you execute it––will ultimately de-
termine your financial success to produce income
in the shortest time.
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Monetization Strategy
As the most popular mobile app monetization
strategy for smartphones, a free app encourages
and removes friction to download and try an app.
An engaging app can create a revenue stream by
selling targeted ads on your app, which is how
Facebook, Words With Friends and many other
apps make tons of money.
An app providing productivity or another type of
mobile solution can generate a high number of
downloads. These downloads can be turned into
impressions advertisers desire because the typical
app user profile fits with their advertising target.
In other words, specific apps can provide highly
targeted audiences for advertisers.
What We Like About This
Monetization Strategy:
TT You can geometrically grow your user base
because most everyone loves a free mobile
app.
TT App publishers can collect all types of user
data (e.g., their location, behaviors, page use
and more) to provide advertisers with target-
ing data.
TT Targeted advertising generates higher ad rev-
enue than general advertising.
TT Mobile advertising spend has surpassed ra-
dio, magazines, and newspapers.
TT Can be effective if a moderate quantity and
quality of ads are delivered.
The Downside:
TT Users often can get annoyed with the sheer
number of ads on a free app.
TT Mobile ads typically utilize a portion of your
limited screen’s size thus impacting the best
possible user experience.
TT Won’t work for niche or utility apps.
Example App:
Blue Rocket created the WebMD Pregnancy app
with banner ad placement. This very successful
app was designed to offer information and cus-
tomizable features that change week-by-week,
based on the user’s due date.
#1: Free With Ads
Media Buying
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This monetization strategy is similar to the first
free app example; however, this app offers basic
functionality and a stripped-down version that
is valuable. But if the user wants to really unlock
additional or more sophisticated features, an in-
app purchase is presented. This is really a “try
it before you buy it” model. It’s like giving your
users a free appetizer at a fine restaurant, then
charging them a la carte for the green beans,
mashed potatoes, and garlic bread that accom-
pany their entrée.
This monetization strategy has been success-
ful at accumulating huge numbers of users and
engaging them with a great app until they are
willing to pay for the next level of features. The
Sports Illustrated Annual Swimsuit Mobile App
offers a freemium version of the basic calen-
dar images, but then asks users to unlock it for
$6.99 to see many more images and videos of
the models.
TT Enables app publishers to quickly build a
large base and showcase the app while
building loyal users who won’t mind paying
for more features.
TT Easily adapted to almost any type of mobile
app in virtually any industry.
The Downside:
TT Offering a freemium version that’s too basic
will generate high churn.
TT Offering too many features will make it difficult
to convince users to purchase more features.
TT A free experience cannot be an inferior user
experience.
Example App:
Blue Rocket created the Life Noted app with in-
app purchases to unlock advanced user features.
This popular app allows users to capture a mo-
ment of their life, record idea, notes and observa-
tions, import videos and photos, and even store
memories of events and meetings alongside their
iOS Calendar’s day view.
#2: Freemium with Paid Features
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If you want to pursue a paid app monetization
strategy –– also known as the “pay then play”
strategy –– your users will have to purchase it from
the Apple App Store or Google Play for as low as
99¢ and as high as hundreds of dollars, though the
majority of popular paid apps are $1 to $5.
Big brand mobile app publishers love this mod-
el because they make money with every new user
purchase. The caveat is that you have to be able to
showcase the unique benefits of your mobile app
with a few screenshots in an hyper-competitive on-
line marketplace to make potential users want to dig
inside their virtual wallets.
If your goal is to get into the top 200 within an App
Store category, you may want to reconsider this goal
since there has been only a 2% change in the Top
200 across categories since 2012. A better goal
would be to measure your percent of market pene-
tration relative to the number of app downloads.
TT Mobile app publishers earn revenue with ev-
ery new download.
TT People who have purchased an app are
more likely to be highly engaged users.
TT There is typically not any in-app advertising to
interrupt the user experience.
The Downside:
TT Competition from literally hundreds of thou-
sands of well-developed free apps makes it
difficult tosell a paid app.
TT App stores usually charge a percentage of
the app revenue (about 30% for Apple’s
iTunes AppStore).
TT The great majority of paid apps (about
90%) are downloaded fewer than 500
times per day.
Example App:
GoodReader has been a paid app on the App
Store for many years for iPad, iPhone and iPod
touch users. This killer app enables you to eas-
ily watch movies or read books, maps or pic-
tures on your mobile device.
#3: Paid Apps
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The Downside:
TT Like paid apps, the App Stores typically take a
percentage of the revenue for the virtual goods
that they sell to users.
TT Recently, this type of app has received negative
publicity because government officials have been
pressuring both Apple and Google to add stricter
regulations that can prevent or stop children from
making accidental in-app purchases.
Example App:
Blue Rocket created Chipotle’s mobile iPhone app to
give hungry customers the ability to order their
meal in advance and designate a pick-up time to en-
sure fresh food. Ever since its release in 2010, the
Chipotle app has been the top fast-casual restaurant
app in Apple’s iTunes App Store.
This app monetization strategy is exactly how it
sounds; selling physical or virtual goods within an
app, and then retaining the profits (minus the App
Store percentage for digital goods).
Let’s say you have a retail business like Macys,
The Gap or Zappos.com. A mobile app that ex-
tends the retail channel to mobile must be free
to download, but enables your customers to
purchase real products like clothes, shoes, soft-
ware, hardware, airline tickets, car rentals, hotel
rooms, or accessories.
TT This app business model is perfect for
eCommerce or mCommerce brands, but
can also work with affiliate programs and
partnerships to drive incremental revenue.
TT In-app purchases enable mobile app mar-
keters to earn high profits with lower risk.
TT Being able to buy real products or virtual
goods often leads to a higher level of
user engagement.
TT Profit margins are higher for mobile sales
since there are usually no brick-and-mortar
store overhead involved.
#4: Selling Virtual or
Physical Goods
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This model is also similar to the “free trial” or “pay
later” app, but focuses on gating the content, not
the features. A Paywall lets a mobile app user view a
certain amount of content to test drive before it asks
to engage in a paid subscription. This model is typi-
cally used by content and service-focused apps that
enable brands to earn revenue on a recurring basis.
For example, you can hear a great many news
stories for free on a certain site, but if you want to
hear them as podcasts, you’ll have to sign up for
a premium version of the mobile app.
TT With all of the app features available, session
length increases and app churn lowers.
TT Enables a continual weekly/monthly/yearly
(depending on your setup) flow of revenue
since subscriptions usually auto-renew.
TT Subscribers are more likely to be loyal and
engaged app users.
TT Motivates content creators to produce the
highest-quality content worth buying be-
cause of high subscription percentage and
content gating.
The Downside:
TT Not for all verticals and usually best for news,
lifestyle, and entertainment apps.
TT Typically difficult to determine where and
when to place a Paywall within an app to be-
gin a subscription revenue stream.
Example App:
Blue Rocket created the Zinio Newsstand mobile
app providing digital magazines for iOS device us-
ers. Zinio is the industry leader in digital magazine
delivery, offering over 4,400 titles and 100,000
issues from around the world. It was the Top
Grossing app from 2010 until 2012.
#5: Paywall
Subscriptions
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The most recent monetization strategy to be adapt-
ed in the mobile app world is incentivized advertising.
Here, mobile app publishers partner with incentiviz-
ing advertisers, who then provide users with funded
rewards when they complete certain in-app actions.
Sports training apps are early adopters of this srun-
ning or workout activities, then earn the right to un-
lock exclusive rewards and review timely promotions.
TT Easily be adapted for many vertical industries.
TT Advertising strategy accepted by users be-
cause it related and relevant.
TT App publishers earn income, advertisers
receive more ad space, and users enjoy pro-
mos.
The Downside:
TT Mobile marketers should be wary about
opening a can of worms with these incentiv-
ized
TT sponsorships, as Apple is cutting back the
number of these apps.
TT Untested and not as mature as others.
Example App:
Runkeeper is an example of this type of monetized app. It currently has more than 30 million users
around the world who use it to power their active lives.
#6: Incentivized Advertising
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The Future of Mobile
Programmatic Buying
B y J u s t a d t e a m
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Programmatic buying is the automation of the
process of buying and selling videos, desktop dis-
plays, mobile ads and FBX using real time bidding.
It covers the booking, flighting, analysis and optimi-
zation of the above by use of algorithms and de-
mand side system interface.
Some Changes
What is different with programmatic buying is how
it uses social media to deliver massive social media
performance when delivering marketing campaigns
online. With programmatic buying, the right kind
information is combined with an intelligent layer of
sharability. This is then used to identify the right au-
dience to market to, but also show the first as well
as second lines of relationships that exist between
audiences who have the probability of responding to
these particular ads.
As a matter of fact, if a consumer is interested
in advertisements from certain brands are most
likely to have his or her friends gravitating towards
similar brands. Programmatic advertising also
provides for a very effective hashtag targeting for
brands that want to leverage this on social media
platforms such as twitter in order to target them
with relevant ads on mobile.
What To Expect
Programmatic buying is perhaps moving towards
capitalizing on the “now moments”, and this is
getting more substance now that Facebook has
announced its intention to roll out hastags in future.
For some time now, people have been engaging
each other on social media and none of these peo-
ple have found ways of monetizing these forms of
social interactions.
Programmatic buying makes it easier for buyers
who want to buy hashtags in the same manner in
which search advertising keywords are purchased.
With programmatic buying, it will be possible for
marketers to pull their campaign data from vari-
ous sources from across the web and because
hashtags convey emotions, categories or themes, it
is capable of delivering the expected results.
The Basis of Mobile Advertising
Programmatic buying will certainly form the foun-
dation of every mobile advertising campaign. As
we progress forward, the approach which buyers
will take regarding programmatic buying will exhibit
some level of sophistication. It is quite safe to say
that programmatic ad buying will be leading the
way and will determine how the operations of larger
agencies that build in-house platforms will be run.
A more advanced ecosystem will be developed
which focuses around programmatic buying. This
way of buying ads will show dominance in various
social network platforms. With the recent addition of
RTB, there will be new trends in use which were not
possible before. Just like most of the digital market-
ing tools that are in use, programmatic buying is fast
becoming a very important tool.
Programmatic buying will be powered by emerging
technologies which offer more features to promote
sophistication. These features will help in making
sure that mobile advertising is more relevant, effec-
tive and efficient. The data which is used for digital
programmatic trading remains confidential and this
trend may continue into the future.
The Future
Technology is advancing at a fast pace and this will
alter the approach with which marketers will take
with regard to programmatic buying. Advertising
ecosystems will change while social media plat-
forms will make it much easier for pragmatic buying
to take place. Programmatic buying will be an es-
sential component of mobile marketing.
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10 Ways to Promote
Your Mobile App
B y St u art M e y l e r
The “if you build it they will come” approach
may have worked for Kevin Costner in Field of
Dreams, but as most marketers have come to
realize, this is a poor approach for marketing
a mobile app.
So how do you get your app into the hands of your
customers and prospective customers and ensure
rapid adoption? We have found there is no one
sure-fired way to ensure wide scale and successful
app distribution, but through working with different
clients of varying types and budget appetites, we
have put together a “Top 10” list of things to en-
sure you include in your app marketing approach.
1. Plan Ahead. “By failing to prepare, you are
preparing to fail.” So said Ben Franklin, and while
I don’t believe he was referring to app marketing,
he could have been. The biggest failure point we
see is a failure to plan for the launch of the app
with a robust, multi-channel communication effort.
When you plan your app build, you should also
plan your app launch. Conduct an inventory of
your existing customer touch points, do competi-
tive analysis (how are your competitors positioned
in the app stores), review paid media efforts to
identify places where promoting the app may
have little incremental cost, and organize your PR
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support for the launch. Your goal should be to
develop a plan that will provide a big initial “bang”
of support for the app once it has been accepted
into the applicable app stores and drive a large
number of downloads upon launch.
App store rankings are important to getting
exposure for your app. In order to increase
your chances of getting a higher ranking in the
app stores, you will need a sustained rate of
downloads. Coordinating your pre-launch plans
to have all your assets working once the app is
launched will help you achieve the flywheel effect
of top app store rankings.
2. Use existing customer touch points as
much as possible. If you have an existing cus-
tomer base, now is the time to leverage it. Sec-
ond only to app store discovery, people generally
hear about apps from friends and family. Getting
your app into the hands of your best customers is
a good way to garner word of mouth support.
Existing customer touch points such as email,
websites, social media sites, physical stores, bill-
ing statements, or other collateral can be easily
enabled to promote the app. Think broadly here
beyond the obvious. One of our most successful
app marketing efforts was an execution we did
for MARRIOTT that used a QR code on the room
key card to promote the app. Existing customer
touch points can usually be enabled with a simple
download link, SMS code, or QR code to encour-
age users to get your app. Before spending me-
dia dollars to reach people that may or may not
be interested in your app, why not start with peo-
ple already doing business with you?
Some simple examples are using a script on your
website homepage to alert mobile browsers as
to the availability of your app or including a call to
action in your email footers. Both have low in-
cremental costs and are extremely effective. Get
creative here by doing a customer touch-point
audit and identifying opportunities for promoting
your app.
3. Think of the phone as a magic wand.
One of the big misses we see in mobile market-
ing is that people get overly focused on the small
phone screen itself and fail to see the phone for
what it is – a magical device for interacting with
and bridging the analog and digital worlds. QR
codes, SMS codes, or simple-to-enter URLs can
be added to all forms of existing communications
from TV spots, to print ads, to in-store displays,
and billboards.
The phone is the ultimate downtime device.
Identify your customers’ behavior scenarios
and then target real world elements that can be
used to promote your app. Are you promoting
a beer or spirits app? Putting a QR code on
cocktail napkins or coasters with a direct link
to your app is an effective way to get people to
download it. Targeting travelers? Airports offer
a plethora of environments where your target
has ample down time and active interest in the
category. You can even get guerilla by offering
helpful check in tips for popular social media
sites that promote the app.
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4. Smart targeting. With mobile paid media,
there are a number of things one can do to “be
smarter” about how to promote the app. The
number one thing is smarter targeting.
By targeting we mean using the obvi-
ous – phone model, OS, country loca-
tion, but also the less obvious. Think
about the positioning of your app. Is it
meant for a particular segment of the
market like teens or millennials? What
phone models or apps might be more
popular with that segment? Can you
target these? We aren’t saying don’t target
other segments or media selects, but do organize
your targeting such that you can analyze pre-iden-
tified segments that make sense to confirm or dis-
prove your initial predictions.
In good, old-fashioned direct mail you would never
mail a full list of men aged 50+ for a product targeted
to women aged 18-25, so why do it here? You can
go poor using algorithmic optimization solutions that
confirm things you already know to be true.
For example, create a segment of users that are
targeted only when they are on Wi-Fi and see how
that impacts your performance. Many apps are on
the larger side and coverage issues may impact
a consumer’s decision to download an app. Con-
sumers surfing on their high speed home or busi-
ness networks might be more inclined to initi-
ate a download than one ogling a single bar
of 3G coverage. Easy to test, easy to prove
or disprove.
Geo-fencing or location retargeting is a great way to
use physical locations or visitation patterns to hone
in on your target. Promoting a shopping app? Target
malls locations and frequent retail visitors. Promoting
a travel app? Airports, hotels, and rental car loca-
tions provide a high composition of frequent travelers
and people that use their phones in these places
often are probably good candidates for your app.
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5. Be programmatic. Both iAds and Google
are great sources of mobile inventory. But, if you
are looking for additional scale or a way to drive
down overall Cost per Download, you should look
at the growing mobile DSP market to test multiple
inventory sources and identify the best perform-
ing elements of each one. You will need a buying
platform that supports tracking using more than
cookies, since these are not supported widely
on many mobile devices, and a single SDK that
can provide you with a breakout out of:
TT Source
TT Click
TT Download
TT Launch
TT Usage
Your existing DSP may provide this, but make
sure they are plugged into all the unique mobile
inventory sources that are available for mobile and
their distinct ad types. Many desktop DSPs sup-
port limited mobile inventory but a specialist mo-
bile DSP may have more integrations into better
inventory sources beyond the obvious ones.
6. LTV, not CPD. Most efforts we see have a
cost per download metric that is more or less
pulled from thin air. Some rough guestimate of
the value of the app install is calculated and is
used across all inventory sources to set pricing.
The issue with this approach is that over time,
particularly for apps that have the opportunity to
generate revenue or savings by their ongoing us-
age, certain sources of inventory provide better or
worse return metrics in the long run.
A well-informed guesstimate is fine in the begin-
ning stages when you may lack sufficient data
to provide a more meaningful metric across in-
ventory sources, but you should seek to move
to a differentiated cost per app download metric
based on the lifetime value of the source/user as
quickly as possible. Is the user download you got
via a free in airport Wi-Fi offer worth the same as
the one you got via Facebook Install ads? Don’t
know? You need to look at your tracking setup.
Sourcing the acquisition and tracking the usage
or revenue generated over time will help you
identify the best-performing sources. Hint: these
may not the same ones generating the lowest
cost per download.
At the same time, understand that we are in a
period of intense competition for users in the app
space. Due to device storage limitations and what
we at Beeby Clark+Meyler call “applithy” – do
you really need the 5th version of the price scan-
ning app — now is a critical time to compete to
get on the phone. Based on trends for mobile ad
pricing and app download and usage, it is likely to
get more expensive (and more difficult) to get us-
ers to consider your app. Think about this when
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calculating your LTV metric so you are not under-
achieving the opportunity.
7. Me, my friends, and I. Social channels
provide a great opportunity to promote your app,
with Facebook and Twitter both offering app
install ads. Even before they offered these ads,
we experimented with using QR codes as reg-
ular ad image thumbnails in Facebook ads and
had some success getting people to scan them
from their desktops. Retargeting your site visi-
tors when they are on their mobile devices using
Facebook and offering them your app is a great
way to extend your reach.
Foursquare doesn’t offer app install ads, but
they do offer the ability to create tips. And a
tip can be a recommendation to get an app.
Target locations that you believe may be in line
with the value proposition of your app and pro-
mote it to people checking in or looking
for tips.
Aside from app store discovery, a recommenda-
tion from friends and family is the next biggest
way people find apps. Tap into your customer
base and social channels to get your customers
to help you promote your apps.
Does your app have a tell a friend feature or other
features that promote the app when used (i.e. so-
cial integrations or other ways to share the app)?
If not, why?.
8. You scratch my app, I’ll scratch yours. For
many businesses, partners are a great opportuni-
ty to promote an app. Are you an airline? Talk to
your HOTEL AND rental car partners about cross
promotion opportunities. CPG company? Look to
your retailers to see if there are in-store opportu-
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Stuart Meyler is principal and co-founder of Beeby Clark+Meyler, a digital agency with offices in Stam-
ford, CT and New York City. For more marketing tips, visit the BCM blog and follow them at @GoBCM.
nities that you can take advantage of. Most busi-
nesses have complementary businesses that they
share customers with. Identify these and think of
creative ways that you can help each other out to
promote your apps.
9. Definitely be an ASO. App Store Optimiza-
tion “or ASO” is a new field or subset of search
engine optimization. Companies like Distimo can
provide you with important data related to im-
proving your position within the app store. Like its
distant cousin SEO, ASO is focused on making
sure that the information surrounding your app is
relevant and well structured so that the systems
that drive app store rankings and search results
can understand it.
In addition to simple mark-up issues, you will
want to coordinate your launch to drive sus-
tained downloads (see point 1). Download ve-
locity is relevant to your rankings. It is estimat-
ed that you need sustained downloads of 2-3K
per day to maintain high rankings. If your app
is available in multiple countries, make sure
you are taking advantage of submitting to the
applicable app stores to ensure widespread
distribution.
10. Wha’ d’ya think? Reviews are import-
ant because they impact app store rankings
but also because, increasingly, these are being
brought into search results where people may
see them before they get to an app store. A bad
rating here could kill you before they even get to
your download page.
There are a number of app review sites. As part of
your planning effort, you will want to identify app
review sites that make sense for your category
and do some outreach or submission.
These are some pretty good tactics that
should be part of any app marketing plan. But,
keep thinking about your audience and how
(and where) they might be using your app and
don’t be afraid to experiment to find innova-
tive ways to promote it. The number of apps
available continues to proliferate and if you are
going to be noticed, you have to come up with
something out of the ordinary in addition to the
tactics outlined above.
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ASO

APP MARKETING
HACKS FOR THE
NEW-TO-MOBILE
MARKETER
B y A n n u m M u n i r
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The web is your playground. Blogs? You could write them in your sleep. Emails? Easy as pie. SEO?
You know every white hat tactic out there. You were born to be an online marketer baby. But as the
months go by, you’re beginning to see a shift: your customers are moving away from websites to apps.
Then your boss notices this trend too.
And, like a sudden clap of thunder, you now have a new responsibility: to manage your company’s mo-
bile marketing campaigns.
Don’t sweat it! We’ll teach you how to traverse this new territory in no time. Here are seven hacks to
help you make the switch from web wizard to app marketing master.
A Crash Course on App Marketing vs. Web Marketing
First things first, let’s clear up what app marketing is and how it differs from web marketing. Unlike
websites, which are information-focused, apps are intuitive and interaction-oriented. That is, people
use apps to accomplish tasks quickly, easily, and on-the-go.
As a result, app marketing is less about content and more about context. It’s about helping people
move through conversion funnels. Your goal as a web marketer was to collect leads. Moving forward,
your mission as an app marketer is to keep users engaged.
7 Essential App Marketing Hacks to Fast Track to the Top
Let’s not make app marketing harder than it has to be. Here are seven brilliant hacks to give you a
head start on growing your app and implementing campaigns like a pro.
App Marketing
vs.
Web Marketing
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1. Use Free Online Tools to Improve Your App Store Ranking
People find apps to download by searching for keywords in app stores. Therefore, the mobile equiv-
alent of search engine optimization is app store optimization (ASO). To gain more visibility on Google
Play or Apple’s App Store, you need to earn high category and/or subcategory rankings by incorporat-
ing the right keywords into your app’s title and description.
Not sure what keywords to include? Try using free online tools, like Search Man, and you’ll get a pleth-
ora of data on which terms people are searching for, the volume of traffic each keyword drives, and
how your app ranks versus competitors.
These free ASO graders will show you how to be efficient in your keyword targeting. For instance, does
it make sense to incorporate generic, more frequently used keywords in your app listing or go after
easier rankings on longer tail, less frequently searched terms?
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2. Create Awesome Promotional Screenshots in PowerPoint
Another vital component of ASO is the quality of an app’s screenshots on its listing page. People want
to get a sneak peak of your app so sure; you could just take screen grabs and put them up (that’ll do
the trick). Or, you could spend a few additional minutes in PowerPoint/Keynote and turn these simple
screenshots into phenomenal promotional graphics (that’ll make this section awesome).
Here’s the difference between screenshots and promotional graphics.
Basic App Screenshots
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Branded Promotional Graphics
As you can see, promotional graphics have that touch of something extra because they contain ele-
ments of your brand’s identity, like colors and typeface. They also do a better job of communicating an
app’s benefits and are more visually appealing to the casual app store browser.
Best of all, you can create these yourself without needing to pay for design work. Just hop over to your
favorite graphics program and do the following:
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3. Tactfully Ask App Users to Review and Rate Your App
Newbie app marketers thinking about ASO face a dilemma: how do you accumulate good app reviews
(to solidify your ranking position), without annoying people? The answer doesn’t lie in sending an im-
ploring, “Please rate us” in-app message to every single user you have. Nobody likes to be pestered,
especially if they are new to your app and just want to explore. You have to be tactful when you make
this request, otherwise you’ll unleash the 1-star wrath of annoyed users.
The folks at Circa News have cracked the code on the right way to ask users to review your app. In
fact, their strategy got them 5-star ratings 90% of the time. Below, we’ve outlined their main takeaways
so you can achieve similar success:
TT Build a great app
TT Don’t interrupt someone’s experience
TT Don’t pay for fake reviews
TT Don’t ask for an app rating after somebody has
a bad experience with your app (ask for feed-
back for improvement instead)
TT Delay asking for a rating until a user
has a good experience with your app
(like after they have easily com-
pleted an in-app purchase)
TT Ask nicely, don’t beg
TT Ask a question (Enjoying
*insert app name*?)
Here’s a great example of an
app putting all of the above
into action:
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4. Optimize Ad Spend by Choosing an App Analytics Vendor that Offers
Attribution Tracking
Now, as much you want to be a frugal app marketer, organic acquisition shouldn’t be the only strategy
up your sleeve when it comes to gaining app users. Why? Because when executed properly, paid cam-
paigns complement organic ones and they work faster to bring in new users (whereas organic tactics
take a bit longer to accomplish and mature).
The key to optimizing your mobile ad spend is to pick an app analytics vendor that offers attribution
tracking. This way, you’ll know what paid channels are bringing in engaged users (not just downloads),
and have information to make smarter budget decisions.
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5. Take Advantage of Push Notification Formulas
If you ever managed social media during your online marketing days, you’ll know that brevity and clarity
are important when crafting communications. In the mobile world, you’ll need to apply this conciseness
and wit when writing push notifications. (By the way, push notifications are alerts delivered to a user’s
home screen when he or she is not actively using your app.)
Push messages need to be short and sweet, yet compelling enough to re-engage a latent user and
bring them back to your app. Not to mention, push notifications should also be personalized because
targeted alerts are opened 2x more.
Stumped on what messages to send? Take advantage of push recipes and simply fill-in-the-blanks (or
use these formulas for inspiration to get you started).
6. Keep App Marketing
Cheat Sheets Handy
When you’re surfing for in-
formation on app marketing,
make sure you bookmark cheat
sheets. Cheat sheets are usu-
ally single-page, handy-dandy
summaries of important mobile
principles. While they don’t
contain detailed explanations,
they function well as a go-to
for quick references, answers,
or best practices. For exam-
ple, here’s one to keep in your
back pocket on the do’s and
don’ts of stellar push messag-
ing campaigns.
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For more great information, check out their eBook titled
“Real-life Examples of Killer App Marketing” which is available now!
7. Set Up Automated App Marketing Campaigns
Finally, use smart app marketing automation to save time, maximize revenue, and scale your efforts.
In your app marketing platform, set-up criteria to auto-enroll users into segments and nurture them
with tailored push and in-app messages. This will help you ensure you never miss any opportunities
to convert. Plus, you can use app marketing automation in all parts of your mobile strategy, from top-
of-the-funnel new user acquisition tactics, to middle-of-the-funnel engagement ones, to bottom-of-
the-funnel revenue goals. Check out these use cases to give you ideas on the different types of cam-
paigns you can set-up.
Hacking for More Happy Users
It can be daunting to switch gears and embrace something as new and revolutionary as mobile mar-
keting. But with these shortcuts, you’ll go from newcomer to savvy app marketer in no time. Best of all,
these hacks will make your transition hassle-free while also bringing in tons of happy users.
MOBILE
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What are Native Ads?
A Quick Intro for App
Developers
If you’ve been wondering why the entire mobile world is buzzing
about native ads, perhaps it’s time to learn a little bit more about
them and start using them to beef up revenues of your apps.
Being a developer requires constant improve-
ment in so many fields, not the least in financial
management and marketing. No app can be-
come successful unless it can return sufficient
income for the developer to continue working
on new features and updates. Ad revenue often
B y K e v i n Q u a c h
represents a huge chunk of revenues for each
app, so it is crucial to organize ad space with-
in your app in the most rational way. As it turns
out, understanding and applying native ads is a
great way for developers to take advantage of
their app’s popularity.
Content
MARKETING
89

Fundamentals of native ad
marketing
The simplest way to define native ads is to say
they are advertisements that don’t look like adver-
tisements. Instead they adopt the shape and form
of “native” content for the platform on which they
appear, blending in seamlessly and bypassing
consumer’s resistance towards commercial mes-
sages. In this way, the recipients can consume
the message alongside normal content without
clumsy interruption of their natural mental flow.
Custom Native Ads using Avocarrot’s iOS SDK
This form of communication found its full
application in the online and mobile marketing
sectors, but roots of the native advertising
go much deeper. Legend of traditional print
advertising and founder of one of the largest
global ad agencies, Mr. David Ogilvy, knew
about power of mimicry and pioneered the
“advertorial” approach, where paid ads were
designed to look like editorial pieces. With
technical limitations of the printing process now
significantly abridged by information technology,
marketers have a free hand to seek for creative
expressions of their core values in ways that
were hard to imagine only a decade ago.
What makes native ads more
effective than normal ads?
The numbers are clearly indicating that native
ads work far better than banner ads or intersti-
tials, with around 70% of customers preferring
this method to traditional advertising. This may be
true to even greater extent in the hyper-dynamic
context of mobile advertising, where users have
very little patience for aggressive product pushing.
Human mind erects defensive barriers to protect
itself against information overload and less inva-
sive ads are more likely to slip through the cracks
in this hardened psychological armour.
Furthermore, many users feel like native promos
have real information value and are often ready to
share them with others without any external moti-
vation. If the marketer gets a little lucky, this could
start a viral campaign that spreads through the
cyber-space based on voluntary recommenda-
tions, which is an outcome that can’t be planned
or intentionally produced. On the other hand,
making the ads too similar to “real” content can
be counterproductive, as some people might see
this tactic as trickery and deceit. To avoid this, it is
important to follow some basic native ad guide-
lines and stay within the confines of good taste.
Content
MARKETING
90

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