Kelly McGuigan, Director of Product Marketing, Kenshoo
Kelly McGuigan, Director of Product Marketing, Kenshoo
Understand the shifts that are redefining app marketing to set yourself up for success in the new era of app marketing.
It’s hard to believe that Apple’s App Store launched a little over 10 years ago with 500 apps. Today, consumers have more than 2 million apps to choose from in both the App Store and Google Play. Clearly, app marketers have their work cut out for them to stand out in such a crowded field.
We’ve entered not just the second decade of app marketing, but a whole new era, with a fresh set of trends to comprehend and rules to play by if you want to hit your numbers in 2019.
Despite the seemingly endless options that consumers have when it comes to app selection, most time is spent in just a handful of them. In fact, according to an IAB research study in 2017, U.S. consumers tend to open just over five apps per day.
So how do you tackle app marketing in this environment?
The researchers behind our Kenshoo Apps marketing solution have identified three key trends that you’ll need to stay on top of in 2019 to succeed as an app marketer:
It can be tempting to make downloads your focus. Of course, you want your app installed on as many devices as possible. But acquiring those installs usually costs money. Is it being spent on acquiring the right customers who will give you a return in the end?
Let’s look at the facts:
It may seem counter-intuitive, but you’re better off down the road if you build your strategy around keeping a customer over the long term than you are by focusing on acquiring customers in the short term. Since the vast majority of apps are free, you’ll need to make sure that the customers you do acquire align with your monetization strategy.
Who are the customers that are most attractive to your advertisers? Which ones come back to your app again and again? Who are the ones likely to make in-app purchases? Digging into your data and understanding your customers’ needs will help you answer these questions and focus your app marketing efforts on the most valuable prospects.
The most successful modern app marketers understand that the install is just a hunting license. The real monetization is in driving actual post-install usage and the promotion of recurring microtransactions.
Advances in machine learning and artificial intelligence (AI) are now impacting every industry, including advertising.
Marketers are always strapped for time and should be assigned the most time-intensive, repetitive tasks to computers in order so they can focus on the more important things like strategy and creativity that humans are best equipped to handle. Computers can analyze big data in seconds what it might take days or weeks for someone armed with a folder of spreadsheets to do.
As app marketing gets more and more competitive, turn to technology to create richer audience profiles and program optimization driven by demographics, purchase history, on-site behavior, search behavior and more.
Some of the ways that digital marketing technology with AI and machine learning can specifically help you include:
While machine learning and AI can help you make better, faster decisions, these advances are still no replacement for the human touch. Think of them as complements to your team versus replacements. There’s still no substitution for the human perspective needed for great creative craftsmanship.
There are more ways and more places to search nowadays than ever, and app marketers must take advantage of the diversity of options in order to appear wherever potential customers may be looking. Search has turned into a discovery engine, enabling users to go beyond the specifics of their search query to see related items on the periphery. And this is how many new apps are discovered.
App users typically rely on the search function within the app stores to find and discover new apps, which makes the use of search ads within this channel a no brainer. In fact, 65% of App Store downloads are made as a result of a search, and Apple Search Ads convert on average at a rate of 50%.
App marketers must master search advertising available in the leading app stores
In the next era of app marketing, advertisers have to up their game and take advantage of all the learnings and best practices that marketers have begun to apply more broadly across the digital sphere. This is where the Kenshoo Apps marketing solution can help take your campaigns to the next level, and capitalize on the trends driving this highly competitive marketplace.
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Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_pw |
Cookie Expiry | 1 year |
Accept | |
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Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_ma_cookie |
Cookie Expiry | 12 hours |
Accept | |
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Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | trackingapi.trendemon.com |
Cookie Name | trd_gvid, trd_gavid_2003 |
Cookie Expiry | 7979 years 6 months 2 weeks 1 day 22 hours 48 minutes 21 seconds |
Accept | |
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Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_first_visit |
Cookie Expiry | 1 year |
Accept | |
---|---|
Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_exitintentclient |
Cookie Expiry | 1 year |
Accept | |
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Name | |
Provider | Trendemon |
Purpose | Track surfing habits and provides Banners and tailored content |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | .kenshoo.com |
Cookie Name | trd_cid |
Cookie Expiry | 1 year 25 seconds |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | s-9da4 |
Cookie Expiry | 15 minutes 25 seconds |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | kenshoo_tapad_id_sync |
Cookie Expiry | 1 day |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | kenshoo_id_match |
Cookie Expiry | 1 week |
Accept | |
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Name | |
Provider | Terminus |
Host(s) | .xg4ken.com |
Cookie Name | kenshoo_id |
Cookie Expiry | 1 year |
Accept | |
---|---|
Name | |
Provider | Terminus |
Host(s) | kenshoo.com |
Cookie Name | d-a8e6 |
Cookie Expiry | 1 year 25 seconds |
Accept | |
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Name | |
Provider | google.com |
Cookie Name | pagead/1p-user-list |
Cookie Expiry | Session |
Accept | |
---|---|
Name | |
Provider | google.com |
Purpose | Used by Google AdWords to re-engage visitors that are likely to convert to customers based on the visitor's online behaviour across websites. |
Host(s) | google.com |
Cookie Name | ads/ga-audiences |
Cookie Expiry | Session |
Accept | |
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Name | |
Provider | Owner of this website |
Host(s) | .pardot.com, kenshoo.com, www2.kenshoo.com |
Cookie Name | visitor_id#-hash |
Cookie Expiry | 10 years |
Accept | |
---|---|
Name | |
Provider | Trendemon |
Host(s) | trackingapi.trendemon.com |
Cookie Name | api/events/pageview |
Cookie Expiry | Session |
Accept | |
---|---|
Name | |
Provider | Trendemon |
Host(s) | trackingapi.trendemon.com |
Cookie Name | api/events/uplift |
Cookie Expiry | Session |
Accept | |
---|---|
Name | |
Provider | Trendemon |
Privacy Policy | https://trendemon.com/privacy.html?v=2018 |
Host(s) | kenshoo.com |
Cookie Name | trd_ctahistory |
Cookie Expiry | Persistent |
Accept | |
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Name | |
Provider | Google Tag Manager |
Host(s) | kenshoo.com |
Cookie Name | _uetsid_exp |
Cookie Expiry | Persistent |
Accept | |
---|---|
Name | |
Provider | Owner of this website |
Host(s) | kenshoo.com |
Cookie Name | _uetvid_exp |
Cookie Expiry | Persistent |
Accept | |
---|---|
Name | |
Provider | Owner of this website |
Purpose | Enables the website to make variations of their landing-page. This is used to minimize bounce-rates, which means that fewer users leave the page immediately. |
Host(s) | kenshoo.com |
Cookie Name | ub-emb-id |
Cookie Expiry | Persistent |
Accept | |
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Name | |
Provider | adsrvr.org Pixel |
Purpose | Presents the user with relevant content and advertisement. The service is provided by third-party advertisement hubs, which facilitate real-time bidding for advertisers. |
Host(s) | adsrvr.org |
Cookie Name | track/cmf/generic |
Cookie Expiry | Session |
Accept | |
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Name | |
Provider | |
Purpose | This domain is owned by Twitter. The main business activity is: Social Networking Services. Where twitter acts as a third party host, it collects data through a range of plug-ins and integrations, that is primarily used for tracking and targeting. |
Host(s) | twitter.com |
Cookie Name | personalization_id |
Cookie Expiry | 730 days |
Accept | |
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Name | |
Provider | lionbridge.com |
Purpose | This cookie is associated with TrenDemon, a content marketing attribution tool. |
Host(s) | kenshoo.com |
Cookie Name | trd_utmcampaign, trd_utmsource |
Cookie Expiry | 1 year |
Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.
Accept | |
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Name | |
Provider | |
Purpose | Used to unblock Facebook content. |
Privacy Policy | https://www.facebook.com/privacy/explanation |
Host(s) | .facebook.com |
Accept | |
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Name | |
Provider | |
Purpose | Used to unblock Google Maps content. |
Privacy Policy | https://policies.google.com/privacy?hl=en&gl=en |
Host(s) | .google.com |
Cookie Name | NID |
Cookie Expiry | 6 Month |
Accept | |
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Name | |
Provider | YouTube |
Purpose | Used to unblock YouTube content. |
Privacy Policy | https://policies.google.com/privacy?hl=en&gl=en |
Host(s) | google.com |
Cookie Name | NID |
Cookie Expiry | 6 Month |