So you want to build a top-ranking mobile app? Nothing wrong with that but it’s worth noting that the barriers to success can be phenomenal. The competition is fierce now and unfortunately there’s no secret formula to success, even if your app is the next best thing since sliced bread. In fact, unless you’re extremely lucky you’ll need to market your app considerably through a variety of paid, owned and earned media.
I pulled the presentation together below for the EGB Mobile and Social Media Conference earlier this month and put forward two different strategic approaches to ensuring you generate sufficient buzz around your app. One approach adopts a more linear approach to promoting your app whilst the other relies on a more 360 approach where the mobile app is integral to the overall campaign.
But I also argue that chasing app downloads for the sake of it is not necessarily the holy grail. Considering the challenges of building apps which can generate buzz for the brand, there’s a lot of merit in developing apps which support lower funnel objectives too.
I’d welcome your thoughts.