Rosetta’s Stone C\u00e9sar Taveras<\/figcaption><\/figure>\nWith over two million apps to choose from, users need some guidance. Luckily, there are basic tools marketers can use to make sure users are finding your app and, ideally, engaging with it. “We are spending more than 30% in media<\/strong>,” shared Rosetta Stone’s C\u00e9sar Taveras. “Most of our media spend is going to Facebook, Google, and Apple, but we also try other small vendors and we are testing online influencer marketing to market our apps.”<\/p>\n <\/p>\nMBMG’s Zach Rosenberg<\/figcaption><\/figure>\nFor MBMG’s Zach Rosenberg, app marketing integrates seamlessly on most ad campaigns<\/strong>, but he has noticed that “identifying and targeting people who have certain types of apps on their device” is a useful indicator of consumers’ needs<\/strong>. “We use mass media such as television as well as out-of-home to drive awareness, interest and, ultimately, installs,” he commented. “We also focus on lower funnel tactics such as mobile, including in-app display, video, and search to generate interest for app downloads.”<\/p>\n <\/p>\n
<\/p>\n
3. Users Have Downloaded Your\u00a0App, Now What?<\/h2>\n Now you need to make sure they actually launch it and then come back to it. Retention is one of the biggest challenges<\/strong> within app marketing because, as our anonymous source explains, “The quality of most apps isn’t at the necessary level; you can create an app, but if it’s not well designed, if it’s slow, or if it doesn’t offer the same benefits the user can find on a website, then it won’t work.”<\/p>\nAccording to AppsFlyer’s study, apps that don’t meet user’s expectations are quickly deleted; with so many options out there, there is no time to lose in an app that doesn’t deliver. Many factors come into play when dealing with retention, but perhaps the most important one is ASO (App Store Optimization)<\/strong>, the app version of SEO. “It’s all about search engines,” says the source. “Ad campaigns are done extensively within the app stores, both Android and iOS. Apple and Google have their own advertising platforms, so the apps can be found more quickly, and their spot on rankings is monetized.” From 2016 to 2017, non-organic app downloads increased by 22%<\/strong>, while organic downloads increased only 4%, says AppsFlyer. Interestingly, retention rates change between app stores: while there’s not a significant difference in retention of apps downloaded from Apple’s Store or from Google Play during the first month, there is 49% more retention of apps downloaded from Apple after three months<\/strong>.<\/p>\n <\/p>\n
4. Other Challenges to Keep in Mind<\/h2>\n Knowing where to spend your ad dollars is important, but that is not the only challenge when it comes to app marketing. As with any other channel, the focus must be on communicating with the users<\/strong> and making sure your product is appealing and functional<\/strong>.\u00a0Apps imply a different kind of interaction; as our anonymous source explains, “The level of interaction with a user who downloads an app is much higher when compared to the consumer who has been using the same service online. You have to be in constant communication with the user, and you need to offer new updates and services frequently to renew their interest<\/strong> and get them to use the app again.”<\/p>\n[comillas] The level of interaction with an app user is much higher. You have to be in constant communication with the user. [\/comillas]<\/p>\n
“Our strategy is to get people to try a free class when they download the app,” comments Rosetta Stone’s C\u00e9sar Taveras. “And then we follow up with push notifications and e-mails that get you excited about purchasing the subscription.” This has worked really well for Rosetta Stone to produce positive ROI, and that’s also due to the app’s design and functionality. The challenge here is that “it’s more complicated to work with apps than it is with websites because there aren’t as many app experts<\/strong>,” says our anonymous source. Not many people are capable of linking an app ad server to an online store, for example. You need an engineer to do app integrations, which is difficult and makes the process slower, but when done well you have a higher competitive advantage when trying to reach your audience.”<\/p>\n <\/p>\n
\n
[ctalatinb]<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"
Nowadays, apps are a big business opportunity. Marketers and data specialists need to work together to make the most of it. We talked to experts in app marketing to find out the ways in which the proliferation of apps has changed the marketing landscape in the last years.<\/p>\n","protected":false},"author":2,"featured_media":43860,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[175,974,256,4,491,126],"tags":[10739,12111,12112,9921,691,3995],"yoast_head":"\n
4 Things We Learned From Expert App Marketers Like Rosetta Stone<\/title>\n \n \n \n \n \n \n \n \n \n \n \n\t \n\t \n\t \n \n \n \n\t \n\t \n\t \n