Page 18 - index
P. 18
BEST PRACTICES & STRATEGIES
Strategize with heart and soul to stand out
against millions of others
With over three million apps in the stores, you have to tion of alternatives, competing for attention in the app
make sure that everything fits perfectly so that your app stores, is huge. Those who do not already have their
is found, not to mentioned downloaded and continually own brand awareness and can’t rely on their own cov-
used. Fact is that he App Store search, as basis for us- erage to produce masses of users, can only count on
ers’ decision-making, is gaining more and more in im- optimization measures to improve the ranking in the
portance. But what many marketers still forget, in addi- search results in the relevant stores.
tion to the number of downloads and keyword optimiza-
tion, the user rating plays an essential role in the At the center of all App Store algorithm, however, is
weighting of the search results since 2013, too. always the user and the interaction with the app's listing
in the market. Whether it is about commitment or reten-
Besides that, there is one more reason to deal with the tion, about appropriate keyword selection, improving
issue – the costs. App development is accompanied by the finding or the ratings in the stores. The communica-
a not insignificant investments of around USD 10.000 to tion of brands, companies and providers, with their tar-
200.000, depending on the complexity of the applica- get audiences decisively coins the image the algo-
tions, such as at which depth they must connect busi- rithms of app stores pick up to determine the ranking.
ness processes or necessary operational infrastructure.
Whoever puts the money on the table here certainly ex- TechCrunch, for instance, has published results of a
pects the investment to pay off. study in 2014, which emphasizes the factor download
data. Download data can be increased significantly and
Besides cost, the decision for or against an app is still have a positive impact through both keyword optimiza-
made in the first few minutes after the download. If the tion and measures within the App Store Optimization
app fails to be set on the home screen, will most proba- (ASO), as well as highly positive ratings due to direct
bly be deleted by the user later on, and whoever’s app expression of customer satisfaction. The same study
doesn’t convince with compelling user experience or found that the Top 5 Apps got an average rating of 3.7
clear added value, lands most probably in the trash as stars (out of 5), while apps with a satisfaction rating of
well. 2.77 and worse ranked only below the Top 20 and
therefore are much more difficult to find and following
Not to mention that the selection of apps available in results are barely visited.
general is already overwhelming. Those who didn’t get
recommended through friends or have been heard of in Obviously, bad ratings have a lasting negative effect on
relevant media, will have to be found via search, where search results, while the user feedback acts as a strong
they can explain what they have to offer. You can imag- filter to suppress the growing noise in the range of
ine how difficult that can be, when considering that there products and to separate the wheat from the chaff.
are worldwide a selection of around 1.3 million options Who wants to be noticed, should consequently not only
alone in Apple's App Store. From September 2014 to focus on the product development and improvement,
January 2015 alone, more than 100,000 new apps have but on the rating as well, since it is a powerful indicator
landed in Apple's Store and the growth limit has definite- of customer satisfaction. Still, good products are a
ly not been reached, yet. guarantor of good reviews and quality is king, as after
all no one can buy satisfied customers, even if a few
You ask yourself how you can make it then onto the us- black sheep obviously seem to try it again and again. ◊
ers’ shortlist? Well, as we have already seen, the selec-
18 Asian eMarketing October 2015: Mobile Marketing By Daniela La Marca
18
Strategize with heart and soul to stand out
against millions of others
With over three million apps in the stores, you have to tion of alternatives, competing for attention in the app
make sure that everything fits perfectly so that your app stores, is huge. Those who do not already have their
is found, not to mentioned downloaded and continually own brand awareness and can’t rely on their own cov-
used. Fact is that he App Store search, as basis for us- erage to produce masses of users, can only count on
ers’ decision-making, is gaining more and more in im- optimization measures to improve the ranking in the
portance. But what many marketers still forget, in addi- search results in the relevant stores.
tion to the number of downloads and keyword optimiza-
tion, the user rating plays an essential role in the At the center of all App Store algorithm, however, is
weighting of the search results since 2013, too. always the user and the interaction with the app's listing
in the market. Whether it is about commitment or reten-
Besides that, there is one more reason to deal with the tion, about appropriate keyword selection, improving
issue – the costs. App development is accompanied by the finding or the ratings in the stores. The communica-
a not insignificant investments of around USD 10.000 to tion of brands, companies and providers, with their tar-
200.000, depending on the complexity of the applica- get audiences decisively coins the image the algo-
tions, such as at which depth they must connect busi- rithms of app stores pick up to determine the ranking.
ness processes or necessary operational infrastructure.
Whoever puts the money on the table here certainly ex- TechCrunch, for instance, has published results of a
pects the investment to pay off. study in 2014, which emphasizes the factor download
data. Download data can be increased significantly and
Besides cost, the decision for or against an app is still have a positive impact through both keyword optimiza-
made in the first few minutes after the download. If the tion and measures within the App Store Optimization
app fails to be set on the home screen, will most proba- (ASO), as well as highly positive ratings due to direct
bly be deleted by the user later on, and whoever’s app expression of customer satisfaction. The same study
doesn’t convince with compelling user experience or found that the Top 5 Apps got an average rating of 3.7
clear added value, lands most probably in the trash as stars (out of 5), while apps with a satisfaction rating of
well. 2.77 and worse ranked only below the Top 20 and
therefore are much more difficult to find and following
Not to mention that the selection of apps available in results are barely visited.
general is already overwhelming. Those who didn’t get
recommended through friends or have been heard of in Obviously, bad ratings have a lasting negative effect on
relevant media, will have to be found via search, where search results, while the user feedback acts as a strong
they can explain what they have to offer. You can imag- filter to suppress the growing noise in the range of
ine how difficult that can be, when considering that there products and to separate the wheat from the chaff.
are worldwide a selection of around 1.3 million options Who wants to be noticed, should consequently not only
alone in Apple's App Store. From September 2014 to focus on the product development and improvement,
January 2015 alone, more than 100,000 new apps have but on the rating as well, since it is a powerful indicator
landed in Apple's Store and the growth limit has definite- of customer satisfaction. Still, good products are a
ly not been reached, yet. guarantor of good reviews and quality is king, as after
all no one can buy satisfied customers, even if a few
You ask yourself how you can make it then onto the us- black sheep obviously seem to try it again and again. ◊
ers’ shortlist? Well, as we have already seen, the selec-
18 Asian eMarketing October 2015: Mobile Marketing By Daniela La Marca
18
