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App Marketing Conversations: Holiday 2013 Recap

2013 Holiday Trends for Mobile Consumers – Sales Data Showing Rise in Mobile Commerce

In this installment of App Marketing Conversations we talked about consumer trends during the holiday season and the growth of mobile commerce. After the holidays, IBM released shopping data around how people are spending money with mobile devices. Mobile commerce is taking a larger percentage of online sales each year and companies not seeing increases through mobile devices should be focusing more heavily on mobile. Android continues to own the mobile market, but consumers with Apple devices are spending more money.

Take a look at the video from this week’s App Marketing Conversations to learn more.

 

Robi: Good morning and welcome to another installment of “App Marketing Conversations.” As always, I’m joined by Ryan Morel of Game House, and Ian Sefferman of MobileDevHQ. And I’m Robi Ganguly from Apptentive. Happy New Year.

So, in the previous installments, we’ve been sort of talking about what happened over the holidays, and stats that have come out. We want to do a little bit of a deeper dive on some stuff from IBM. They had a lot of shopping data around how people were spending money using mobile devices.

So, a couple things to highlight. They said they represented about 17 percent of all online sales, and that was growth of 46 percent over last year. So, mobile’s share of online sales grew tremendously, even though online sales themselves as a total bucket were growing really pretty healthily as well.

And then, sort of not surprising, Apple was much larger than Android. So, I think that the numbers are basically that Apple represented something like 12, 13 percent of the total, and Android was about 2 1/2 , 3 percent. And then, more importantly, the dollars spent from Apple devices were a whole lot more than Android.

$115 to, I think the number is $83 for Android in some of their studies. And then, if you cut the numbers up different ways, you come out with different absolute numbers. But in general, consumers with Apple devices were spending a lot more money than people with Android devices.

So, as you look as this stuff, Ryan, what do you take from it that’s most interesting?

Ryan: The thing that I think is most interesting goes back to our other topics about saturation not really mattering, in terms of where the growth of the market is going to be. I find Android and like this really sucks. But I also go “Well, there’s a lot of opportunity here,” right, because I still own the market from a pure market share percentage. So, they have a lot of room to operate and grow.

If I’m Apple, I’m really excited because I can now go build meaningful businesses around retail and commerce that Android can’t right. So, you can go into retailers and say, “Hey, I represent 15 percent of your mobile sales, or your total online sales. Let’s do some interesting things, if I leak in kind of all this other commerce-structure stuff that we can do that no one else can. And that kind of just creates the ecosystem login and platform login. That I think it will be hard for everybody to compete with.

Robi: Yes.

Ryan: So I think – yes, that’s what I think is really interesting.

Robi: Got it, and what about for you? Is it the same thing, or is there something else?

Ian: Yeah, and I mean I agree with everything he said there. That the one thing that stuck out to me originally when I heard the stat was, I think 16 percent was the number, right, for overall percentage of online sales. Is thinking about who that is actually out sized for. Who is doing more than 16 percent?

And it wouldn’t surprise me to see like an eBay doing much more than 16 percent on mobile. I think eBay has done pretty well with mobile, especially if you were to add in PayPal. That, sort of to me, is not online sales.

Ryan: Yes.

Ryan: Thinking about that type of world. Obviously, the newer folks have done tremendously well. Fab, I think, most of the, depending on how you define Fab, is doing well right now. But Fab has done tremendously well on mobile.

Shopping app 1-ILO seems to be killing it in the App Store. So, not just the fact that overall, it’s at 16 percent. But the fact that there are pockets where it’s even higher is incredible to me.

Robi: Right, right, and I think, again, in every one of our segments, we’ve brought up Amazon, I think. The stats on Amazon’s mobile are really extraordinary. So, that’s another place where people are buying really quite a bit of stuff from Amazon directly through their mobile apps.

I did a number of times did this holiday season. It’s like, “Oh, this is something I’m going to buy. I’ll just do it now as I’m waiting for the bus.” Super convenient.

So, yeah. I think the overall number hides the extraordinary success some of the people are having underneath the covers. And that means, for an app marketer, you should be wondering why you’re below 16 or 17 percent if you are. What are you doing to actually boost that up and take advantage?

So, what we can give advice to marketers around using the mobile device to stay engaged with these customers, and get them to spend $120 with you?

Ryan: I don’t know whether I am the right person to be giving advice on any of that. But one of the other things that I read, which I found quite interesting was that, especially for clothing, people are two or three times more likely to buy using Touch-based devices versus PC.

Because for something about touching the shirt, or the pants, or whatever makes you more likely to buy it.

Ian: There’s a tactile, like the zooming of the images. That makes a lot of sense.

Ryan: The point I’m trying to make there is if you’re not making a mobile-optimized experience, either from a Web perspective, or even just an app perspective, and you’re trying to sell clothes, or things that people kind of touch, and feel as part of the experience with the actual product, you’re doing yourself a disservice. You need to do that now! Or a year ago, probably.

Ian: Yes. I think the two things that I think of when I think what advice marketers can pull from this first, is along that line which is…I mean not the vast majority, but a large percentage of eCommerce is through very small, independent, kind of crappy-looking websites, and things like that. And obviously, individually, they don’t make up a lot, but collectively they make up a good amount.

If those folks–and I think a wide margin of those folks have not yet implemented any sort of app strategy or mobile strategy at all. If they don’t, it’s going to be killed by the folks who do and come in with that. So, for them, I think they have to do it.

And then, the other piece of the puzzle is, I think, eCommerce, perhaps better than anybody else on the Web, has always done a great job of personalization, of targeting, of things like that. And whether that’s e-mail, or whether that’s the recommendation of a website, whatever it is.

And I think that stuff has to transfer to a mobile-focused orientation. Like, you have to port that to mobile in a way that’s friendly to mobile as well.

Robi: Yeah, absolutely. And in some ways, it’s easier on mobile. At least with phones, you can generally be assured that it’s one person using that device. Tablets have more sharing for sure. But like on PC, that assumption isn’t always there.

So, you get a lot of work to get people to register, and get them to log in on websites. And I think to a large extent, apps have less of that on the phone as a requirement. I still see a lot of apps that ask me to register the first time, and I think that that is generally kind of crazy.

Because to start with the assumption that that person is the owner of that phone. And if you want them to log in, show them some value later on. But you can personalize, already, just from having them use your app without them logging in and registering.
So, I think there’s a lot more opportunity on mobile to do that well.

It also seems like, because we were in the previous segment talking about television ads. Some of these premier brands that have been doing TV ads for years, if not decades, should be thinking about using those ads to engage their shopping base through the advertisement to get their app, to start spending money there.

Did you see…because we were talking about this, did you see any of these mainstream retailers talking about their apps?

Ian: Yeah, I think a lot have. And Macy’s has a lot of TV ads it’s just another app. Home Depot actually has a good amount of ads about their app as well.

It feels like there’s a solid traction there. And I know Target does a lot of ins, like part of Target’s app strategy is to really just be a companion to the in-store experience. So, they’re certainly doing some of that. Yes, I think a good amount are doing it.

Robi: Anything else we should cover on this topic? I think the general point is, thanks to IBM and their data, really quickly, lots of sales are happening through mobile devices. And if you were one of the companies that’s not seeing 15, 16, 17 percent of your online sales coming through mobile, it probably means, not the market hasn’t gotten there it’s just that you haven’t. You probably want to focus more on your mobile efforts and they’re best.

Ryan: It’s a little bit like SEO strategy and being held heavily reliant on Google search for your business. Because if you didn’t do it you were screwed. And we’re kind of almost at the point with mobile where, if you’re not doing it you’re screwed. You have to do it.

I think the numbers that I would like to see are what are the average sales for people on PC? If the average iOS user was spending $100, and Android was spending $80, or whatever it was. What is the average PC user spending? Because that’s…I’d be interesting to see that.

Ian: Yes. I don’t know if that 16 percent is percent of online sales revenue, or online sales numbers.

Ryan: Yes, because if it’s revenue and it’s 8 percent of numbers, then it’s like, “This is a totally different story than the one we thought.”

Robi: Yes. Good questions for sure. And if I find some of those answers, I’ll put them on the post. Great, well thanks for tuning in, be sure to “Like” this and share it. And check out the other installments this week and Happy New Year.

Ian: Thanks.

Ryan: Thanks.

Post by:

Ezra Siegel
Mobile App Group Message

Introducing Groups and Group Messaging

Groups and Group Messages enable you to place your customers into groups. This allows you to proactively send messages via Message Center to groups of customers who have similar interests, feedback, or questions regarding your app. These messages are delivered directly to the customer in app, and are a great way to follow up with your customers to keep them informed about the changes, fixes, and updates to your mobile app.

Creating Groups and Adding People

There are two ways to get started with Group Messages:

First, while viewing a conversation with a person, click on the “add/edit” link under “Groups” in the right hand panel. You may then add the person to a new or existing group, as well as remove the person from any existing groups that they may be a member of.

GroupInConversation

Second, click the “Groups” link from within the “Interactions” section of our website. You’ll be able to view all of the groups you have created, create new groups, and views details about specific groups.

CreateGroup

Sending a Group Message

Once your groups are created and you’ve added customers to them, you can send a message to the group by clicking on “Group Messages” within the “Conversations” section of our website.

For each group message you send, you can select the sender, the target group, and create the message. You can give each message a title, which is not shown to customers, that will help you manage the messages that have already been sent.

When you click “Send,” the message will be immediately sent to all people currently in the group. You can click on “Sent Group Messages” to see the  messages you’ve previously sent.

SendGroupMessage

Important Notes

When using Group Messages, please be aware of the following:

  • Messages are sent immediately to all members of the group and cannot be cancelled.
  • Messages are only sent to members of the group at the time the message is sent– if you subsequently add a person to a group, they will not receive any previously sent messages.
  • Group Messages will cause a notification (e.g. Push, Email) if you have them configured for your app.
  • Group Messages will not be forwarded to external integrations if you have them configured for your app (e.g. Zendesk, UserVoice, etc.). If the customer replies to the Group Message the response will, however, be sent to these systems.
  • Group Messages are supported on all versions of our SDKs that include Message Center.

We are really excited to announce the release of Groups and Group Messaging to all of our customers on a paid plan. The ability to group customers with similar interests, concerns, or questions into a single group and follow up with all them is an incredibly powerful tool. It creates a positive customer experience and helps you bring your customer support to the next level.

Following up with your customers can have a large impact on your customer base, and to show you what we mean, please read –  The Power of the Follow-Up Message. If you have any questions or feedback, don’t hesitate to send us a message from within the Apptentive Dashboard or through our contact form.

Post by:

Ezra Siegel
Mobile Team

The Mobile Team

The experts on Apptentive’s Mobile Team provide answers to your questions about everything between app development to successfully marketing your app. Got a question? Ask it in our comment section below or on Twitter using #MobileTeam. In each post we’ll spotlight a different topic where the Mobile Team will share their insight and expertise.

Meet the Team

Rod Burns
Rod Burns – Rod Burns has been working in mobile for more than 13 years and working with mobile app developers well before the iPhone revolutionized the space (when app pre-installs were the holy grail for developers). He worked on the platform side with Symbian, the device side at Sony, and helped games developers make amazing experiences at Marmalade, giving him a good perspective on all pieces of the mobile puzzle. Most recently he has been working with WIP, helping mobile developers be awesome through events like WIPJam and helping companies build communities around their developer programs.

WIP

Chiu-Ki
Chiu-Ki Chan - Chiu-Ki is a mobile developer with a passion in speaking and teaching. Her mother tongue for mobile is Android, acquired while working on Android Maps at Google. Now she runs her own mobile development company, producing delightful apps such as “Monkey Write” for learning Chinese writing and “Heart Collage” for snapping photos to stitch into a heart. When she is not writing apps, she can be found traveling the world, sometimes sightseeing, sometimes dispensing Android tips on stage at various tech conferences.

Square Island

Doug Chavez
Doug Chavez - Doug Chavez is Senior Vice President for Universal McCann Worldwide where he focuses on emerging technology with an emphasis on social and mobile media business strategy. Doug has strong has proven track record of leading marketing transformation with clients such as Del Monte Foods, McDonald’s, Yahoo!, Charles Schwab and Ghirardelli. Prior to UM, Doug was vice president of global marketing at RadiumOne, an ad platform that leverages social sharing insights to expand audience segments across the web and mobile landscape. Doug is a frequent speaker about mobile and social strategy and how brands are evolving their conversations with consumers with strong mobile and social strategies.

DougChavez.com

Dan Counsell
Dan Counsell - Dan Counsell is the founder of Realmac Software, an award winning independent Mac and iOS development studio based in Brighton, UK. He’s been designing, building and shipping apps for over ten years, these include Clear, Ember and RapidWeaver.

DanCounsell.com

Ben Johnson
Ben Johnson - Ben has been building apps and thinking about mobile since the beginning of the App Store. Before Raizlabs he founded his own mobile consulting company and created a breakthrough calendar app, Free Time, which was recognized by Apple as a New and Noteworthy iPhone app. At Raizlabs he has been involved in dozens of projects helping clients push the envelope with innovative mobile technology. Ben is also a co-organizer of Boston’s premier mobile meetup, Drinks on Tap and has spoken at a variety of mobile conferences on the benefits of animations in mobile software.

Raizlabs

Kevin Kim
Kevin Kim - Kevin Y. Kim is a founder and partner of AppOrchard LLC, a Tipping Point Partners company focused on sustainable iOS development. After graduating Carnegie Mellon University, Kevin was first exposed to the NeXTStep computer (the ancestor of today’s iPhone) while a programmer at the Pittsburgh Supercomputing Center and has been hooked ever since. His career has spanned over 20 years developing systems in finance, government, biotech and technology, including Apple where he managed the Apple Enterprise Services team for the New York metro area. His latest book, More iOS 6 Development: Further Explorations of the iOS SDK, is currently available through Apress. He resides in the Alphabet City section of New York City with his wife and a clowder of rescued cats.

AppOrchard

Mike Lee
Mike Lee - Mike Lee was a Mac developer whose religion changed when iPhone was announced. He grew up in Hawaii and learned to code in Seattle, but moved to California to work at some startups and a local fruit company before traveling the world and ending up in Amsterdam making educational games. He is frequently seen on stage talking about life, the universe, and iOS.

The New Lemurs

Leigh Momii
Leigh Momii - Leigh is a Product Manager at HTC. Her background is in computer science. She worked in aerospace and consulting as a software engineer prior to coming to HTC where she started out as a developer evangelist. She then transitioned into product management to gain experience in a different facet of the mobile industry. She is a proud Seattle native. When she’s not geeking out on my laptop or HTC, you may find her journeying to remote places of the globe in search of the best eats and hangouts. She is also a huge sports enthusiast, and enjoys martial arts, board games, and video games.

HTC

Kyle Richter
Kyle Richter - Kyle Richter is the founder of Dragon Forged Software an award winning iOS and Mac development company, and co-founder of Empirical Development a for-hire iOS shop. Kyle began writing code in the early 90s and has always been dedicated to the Mac platform. He has written several books on iOS development including Beginning iOS Game Center Development, Beginning Social Game Development, and iOS Components and Frameworks Advanced Programming. He manages a team of over 30 full time iOS developers and runs day to day operations at 3 development companies. Kyle travels the world speaking on development and entrepreneurship, currently he calls the Florida Keys his home.

Empirical Development

Dan Shapiro
Dan Shapiro - Shapiro was the founder and CEO of Ontela (now Photobucket), the leading mobile imaging platform. Previously he managed product for Wildseed, the creator of the first linux-based cell phone. He’s also the founder of Sparkbuy (sold to Google) and Robot Turtles, the best selling board game in Kickstarter history.

DanShapiro.com

Michele Titolo
Michele Titolo - Michele Titolo is a software engineer who ships great products. She has lead development teams to success in the App Store, and raised and maintained quality standards on the projects she works on. She is a Core Team member of CocoaPods, and organizes for both Women Who Code and Appsterdam in SF.

Michele.io

Conor Winders
Conor Winders - Conor Winders is the CEO and co-founder of Redwind Software, Ireland’s leading mobile apps and games developer. Releasing his first iOS game back in 2008 when the App Store launched, Conor has worked on over 150 apps to date. Redwind builds and publishes original titles as well as working with some of the worlds biggest brands including Heineken, Elvis Presley, Paddy Power and Deal or No Deal. A tech-enthusiast and self-proclaimed Apple fanboy Conor lives and breathes mobile.

Redwind Software

Do you have any questions for the Mobile Team? Share your questions either in the comments below or by using #MobileTeam on Twitter.

Post by:

Ezra Siegel
Mobile App Development

5 New Year’s Resolutions for Mobile App Developers in 2014

Mobile Apps 2014
2013 marked the year of mobile app proliferation. It is uncommon to find someone, of any age, who hasn’t experienced using a mobile app. The mobile marketplace itself has shown maturity in design, functionality, advertisements, customer communication, and crafting a sustainable business.

With the improvements to mobile apps over the year, mobile app developers and companies are faced with a more difficult challenge than any before – customer expectations. The average person using mobile apps has considerable experience with a large range of apps and expect the best.

To have a successful app in 2014, here are 5 resolutions that shouldn’t be broken.

1. Customer Communication

Customer support, customer service, and a great customer experience  is more important than ever for every mobile app, no matter what vertical you’re in. Having a direct communication channel between you and your customers can be the difference between a successful app and one that fails.

Every app would rather receive feedback  directly from customers instead of receiving it in the app store accompanied by a negative review. Being able to listen and respond to customers is the foundation of exceptional support and service. Taking an unhappy customer and solving their problem can easily turn a negative experience into a positive one. Be sure to listen to your customers in-app in 2014 and you will be rewarded.

2. Improved Performance

Even with the large number of apps that are available, only 40% of them actually get used and a large portion of these are plagued by performance issues. Apps that crash, freeze, or are just plain slow are often immediately deleted. Consumers don’t care to deal with a low performance application, especially when there is bound to be an alternative app (or five) they can use. App performance needs to be constantly tracked and monitored.

Here are a couple of things to remember when measuring (and testing) your app’s performance:

  • Track performance on multiple devices and operating systems
  • Track performance on different networks: wifi, 3g, 4g, and LTE

Create apps that perform well on any network, the majority of devices, and the most recent operating systems. Apps that don’t perform well rarely get revisited. Even after performance issues get fixed, it is unlikely a customer will choose to download the app again. Test and measure throughout every step of the development cycle.

3. Intelligent Advertising

Advertising provides revenue for many mobile apps and often serves as an app discovery tool as well. However, people don’t open an app to see an advertisement and too ads can ruin the experience and cause low retention rates. Even a single poorly placed ad can cause someone to close the app, lose interest in completing a purchase, or discourage someone from using the app again.

Be intelligent when and where you advertise inside your apps. Make an effort to incorporate your ads as seamlessly as possible. Don’t settle for using ad networks that have low quality advertisements that degrade the overall design of your app.

4. Design Updates

Design has become one of the most important aspects for a successful mobile app. Both iOS 7 and KitKat are focused on design and apps need to start reflecting this. In Apple’s case, all apps must be compliant with iOS 7 by February 1st.

To get started on improving your app design, take a look at these resources:

5. Security

Security is a real issue for everybody using mobile apps. In a recent report from HP, 97% of apps contained a privacy issue, 86% lacked basic security defenses, and 75% fail to properly encrypt personal data. As the general population starts to rely more heavily on using mobile apps, security is of the utmost importance.

The newer operating systems give consumers more control than ever over their privacy settings, but many don’t understand the implications and security concerns surrounding mobile apps. As an app developer it is incredibly important to develop apps that are secure from the ground up. You may not be reliable for any breaches in security, but you have an obligation to protect customer information to the best of your ability.

New Year’s Resolutions for 2014

Mobile app developers hold the future of how we interact with technology, connect with companies, and organize our lives. Follow these 5 New Year’s resolutions that mobile app developers should not break, and you’ll be off to a great start.

Post by:

Ezra Siegel
Apptentive In-App Survey

5 Tips to Writing Effective Surveys for Mobile Apps

Apptentive In-App SurveyWhether you are a seasoned survey writer or brand new to the scene, writing effective surveys for mobile devices can be challenging. As with any survey the first question to ask is “what’s the goal of this survey?” In order to write an effective survey you must have a goal that will help guide you in writing concise, data-oriented questions.

Nobody likes a long a survey – especially on a mobile device. That means all of your questions need to be extremely relevant – so no fluff. Only ask the questions that are essential to making decisions. Keeping surveys short and simple makes it easier to analyze the data and make decisions based off the results.

There may be many questions you want to ask your customers, but breaking all your questions into smaller surveys will work better than compiling all of your questions into a single survey.  Focus on a specific goal for each set of questions and you will get better data than trying to ask various questions that aren’t all connected.

Writing an Effective Survey

The data from a survey is only as good as the questions asked. Therefore it is extremely important in how you phrase both your the questions and the answers you provide. To help you out, here are 5 tips to make the most effective surveys.

1. Personalization

Holding the mobile device is a single individual you are looking to engage and have answer a couple questions for you. You need to write questions that feel as if they are directed at each customer instead of a general approach. You are surveying them and want their opinion, thoughts, and feelings on the matter.

Begin your questions with phrases like “How do you feel about…” and “What you do think of…” The importance of the survey is to hear what your customers think. There is no wrong or right answer. Phrasing questions in this way opens the way for customers to share their thoughts and provide new insight on something you haven’t considered.

2. Simple, Direct Questions

There isn’t a lot of real estate to use on mobile devices therefore your questions need to be simple, and direct to the point. Don’t waste space circling around the real questions you want to ask.

3. Provide Accurate Answers

The more accurate your answers are the easier it will be for you to analyze the data. Avoid number rating scales because it is difficult to gauge an experience with numbers. In a rating scale up to
10, there are some people who think 6 is still a positive experience, but many who feel otherwise. Words are a better way to accurately portray how someone is feeling in a way that other people can understand.

When providing ranges in your answers, don’t let your answers overlap or your data will be off. If you ask “How often do you play Angry Birds a day?” Don’t include the following: 1-2, 2-5, 5-10. Instead use: 1-2, 3-5, 6-10.

4. The Other


One of the most over-looked answers to many questions is “Other.” Where appropriate, including the “Other” as a possible answer, followed by the generic “Please Specify” input area can be an incredibly useful method to learn something important from your customers that you may not have expected.

5. All Questions Required


All questions included in a mobile survey should be required. If you have a question you are not requiring don’t include it in the first place. This will force you to focus on only the most important questions to include in your survey. The one exception is the common “Do you have any other feedback or suggestions for us?”

When To Use A Survey:

Apptentive Mobile SurveysThere are many great ways to use surveys to better understand your customers. Here are a couple of examples of how surveys can be used to drive your business.

• You want to know what your customers thought about a recently released feature or share their thoughts about new features they’d like to see.

• You’d like to better understand the demographic of customers who continue to use your app 20, 30, or even 40+ times.

• You have a purchasing funnel (or just a set of steps for a customer to complete) and want to know why customers aren’t completing the process.

• You want to know if customers would recommend your app to a friend.

There are many reasons why mobile apps should use in-app surveys. The most important reason is to better understand the people using your app. When you have a better understanding for why people use and like your mobile app you learn how to make faster and smarter decisions, better monetize your app, and make your customers happy.

If you take into account these 5 tips you will be off to a great start to writing a results oriented survey for your mobile app. If you want to start using mobile surveys in your app, here’s a great place to start.

Enhanced by Zemanta

Post by:

Ezra Siegel
App Monetization

Top 5 Reasons Mobile Developers Fail to Monetize

App Monetization

Developers are constantly looking for ways to increase revenue streams and turn a profit on their apps. There are only have a few options that are really viable, but most are rarely profitable. In fact, 59% of developers don’t even make enough money to recoup the original costs of developing an app. If you have developed a great app that’s providing lackluster results, these five reasons are the likely culprits.

 1. Lack of a Monetization Strategy

Many developers start creating an app without having a monetization strategy. They know they will have some ads and maybe make it a premium app, but that’s about it. Their main focus is on the actual product, which is good. However, apps that are designed with monetization in mind tend to do a lot better. Perhaps ad space is worked into the design, such as interstitial ads or special ad areas. However, if a monetization campaign isn’t integrated into an app so that it fits seamlessly with the user’s experience, it can be less effective. If you’ve created an app that wasn’t optimized ahead of time, there are some options to consider.

First and foremost, there is Poll To Pay. It works as long as there is some available paid content in your app. You just need to integrate the SDK and place a “Poll” button somewhere visible. This allows customers to take a poll in exchange for the paid content, and Poll To Pay will pay you for the content that was given to the customers. People are more likely to part with their time instead of money making this strategy more effective than many ad campaigns.

Second, you can use sponsorships. This is similar to ad-supported monetization, however, it works much better with apps that weren’t originally designed for ads and places more control in the hands of the developer. This is because each advertisement can be custom designed for your app, tailoring the experience specifically for your audience. The idea of sponsorship is to find individual businesses or events to advertise on your app. It works best with industry specific apps that are related to your mobile application. This often results in a higher eCPM because of the contented is related to the app.

2. Not asking for help

Publishers and developers often overlook simply asking their monetization platform for help. The goal of these platforms is to make money, and in return, make you money. Chances are, they have had developers with the same challenges as you, and they know how to help. This can include:

  • Deciding on the right ad format
  • Choosing ad placement
  • Understanding and improving eCPMs
  • SDK challenges

They have access to a lot more research, experts, and experience in monetizing apps and can offer great advice for your specific app. Don’t be afraid to reach out to them, even if you don’t have a problem but just want to monetize smarter.

3. Misunderstanding eCPM

A popular way to judge the effectiveness for an ad campaign is by paying attention to eCPMs or Effective Cost per Mille. This is the ad revenue made per 1,000 impressions. In order to calculate this, follow this simple equation to find out how well your app is monetizing:

eCPM Equation

This is a great way to compare ad campaigns and services. However, this is a tricky metric and should  be seen as a tool and not as the sole way to measure monetization success. Many times the eCPM doesn’t tell the whole story.

For example:

Advertiser “A” gets 10,000,000 impressions in a week. You earn $10,000 which gives you an eCPM of $1.

Advertiser “B” only had 1,000 impressions and paid you $2.50. This means the eCPM was much more for “B” at $2.50.

This makes it so that Advertiser “B” has a higher eCPM and so it seems to be a better place to build up your inventory, where in reality the revenue from advertiser “A” was much better.

4. Maintaining Identical iOS and Android Apps

In order to be successful in the app world, it is almost always necessary to have iOS and Android platforms for your app. However, maintaing identical iOS and Android ad campaigns is a problem a lot of app developers have. These platforms have very different technology, and what works for one operating system might not work on the other. For example, iOS doesn’t allow Notification Push ads on many ad networks, so advertising campaigns have to adjust for this.

The demographics and habits of the customer bases for the iOS and Android are also very different, and can dictate what works best. For example, highly social interstitial ads may work on iOS, whereas simple call to actions on a loading screen may work better for Android. This is always evolving so testing many different options for ad services, ad models, and monetization options are crucial to find out what works for each operating system.

5. Failing to Integrate Ads

When it comes to ad space in an app, things can literally get ugly. It is a shame because designers work so hard to make an app beautiful, right down to the spacing of your font. Mobile ads can really stick out like a sore thumb and this hurts monetization. However, in a CPI model, publishers can help correct this by creatively optimizing ad placement with many services such as AppFlood, MobileCore, or Appnext .

Many ad services allow publishers to create their own banners, buttons, and items to seamlessly fit into the user interface. This looks better and you can make an advertising menu button for customers to see other apps they might like, which will feel as though it is part of the app and not an annoying ad. A good example is the advertisement on the phone to the right. The phone on the left has a good example of a customizable interstitial ad.

Mobile Ads

These 5 areas are important to focus on when you are questioning your own monetization strategy. Always improve your product, but take a closer look at your monetization plan and don’t fall into one of these traps. If you have other insights into what holds apps back from monetizing successfully please share below.

About the author:
Elliott Morrow is a blogger and writer from San Francisco. He relocated to Russia to participate in the growing tech scene, to assist fellow bloggers, and to battle bears on the weekends.

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Guest Blogger
Apps on Smartphone

The Evolution of the Mobile App Landscape

A person’s smartphone is, in some ways, an extension of his or her personality. Through mobile apps, a smartphone is the way someone communicates with friends, shops, plays, works, learns, remembers and more. Most people have their smartphones with them wherever they go.

The average person adds 2.5 new apps every month. According to Inside Facebook, download rates have increased dramatically since 2008, when there were only “about 10 apps downloaded for every iPhone/iPod touch. Two years later the rate was more than five times higher.”

App customers aren’t the only ones who have changed drastically in the past few years. Mobile apps themselves have undergone enormous changes, and will continue do to so in the coming months and years.

Apps on Smartphone

More smartphones. More apps.

Although BlackBerry took home the win for the first smartphone – on sale in 2002, Apple’s iPhone brought us the ancestors of the apps we all know and love today. In 2007, Apple released the first ever iPhone with default apps including Maps, Photos, Messages and Weather.

However, by the middle of the next year, Apple launched their app store with hundreds of apps available for download. Google followed suit in October with the “Android Market” (later renamed Google Play). That same month, HTC released the first Android smartphone, the HTC Dream.

By January of 2011, more than 10 billion apps had been downloaded by smartphone and tablet users and come December, developers had created 1 million unique apps. These apps ranged from popular smartphone games like Angry Birds to the organizational app Evernote.

Brands are creating their own branded apps and selling them on Apple and Google’s app stores. Often these apps were value-added perks for existing customers to take of extra, convenient features. For instance, Verizon FiOS offers its fiber-optic TV customers apps to remotely control their DVR settings and stream content.

In the United States, people spend 49% of mobile app usage playing games. Social networking comes in second with 30%. News and entertainment make up less than 20% of mobile app usage throughout the day. The amount of time spent on mobile continues to increase as apps evolve and allow us to do more with our mobile devices.

Your apps and you.

Some of the most basic apps we use every day have all but replaced more traditional tools people utilized the days of smartphones.

Think about it. When you want to check the weather, do you turn to the local news? Or do you reach for your smartphone and open a weather app? Apps don’t just take care of your daily weather knowledge needs. There are other apps that have taken the place of tasks that, in the past, required more tools, travel and time to complete.

For example, in the past, banking required a trip to the bank complete with deposit slips, check book and even your best Sunday clothes, in some cases. Gas, time and, frankly, paper were wasted during the decades before mobile banking was developed.

Now, with banking apps, customers can access their accounts, deposit checks, make payments and perform other transactions without leaving the house. Or changing out of their pajamas.

Apps themselves continue to undergo dramatic change and development.

Mobile App Design

If you jumped on the app bandwagon right at the beginning, you may have noticed the subtle development of app design throughout the last few years. Many apps utilized a simple list or icon system to display features.

Now, apps are able to incorporate high-quality photos and mobility throughout the app. Instead of just scrolling from top to bottom or clicking on one-destination icons, the Facebook app incorporates a more interactive user experience with a “swipe-over menu to the side for accessing your profile, News Feed, events, etc. instead of that home screen grid.”

These are just a few examples of the touch-friendly design techniques app developers have incorporated in their apps to optimize the mobile experience. New and updated apps are increasingly moving toward touch controls like gestures and swipes.

The growth is expected to continue.

TechCrunch explains that experts predict that, by 2016, 44 billion apps will have been downloaded and “app-to-person messaging should overtake text messaging.”

According to Embience.com, mobile apps are “expected to be a $38 billion market by 2015.” These apps will be personalized, optimized for local use and will offer social interaction to customer. App developers are coming up with new application ideas every day to provide more services and usability to customers all over the world.

Established brands and brand-new startups are both vying for the smartphone space, which is essentially a blank canvas for the next big thing in the app world.

About the Author:
Elizabeth Phillips is a freelance writer with a focus on marketing. She can be found typing away on her laptop in Philadelphia, PA. Elizabeth welcomes your feedback via email.

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Guest Blogger
Thankful for Simon

The Top 6 Reasons Why Mobile Apps Give Thanks

I am thankful for my family, friends, food, shelter, life, and much more. During Thanksgiving I get to celebrate, give thanks, and reflect on how fortunate I am.

One of those items I am thankful for are mobile apps. They help me communicate and stay in touch with friends anywhere in the world.  I can deposit checks, sync grocery lists, and remember pretty much everything with an app. Apps are an amazing traveling resource and they encourage me to exercise, cook new dishes, and find new music.

Apps weren’t always capable of doing everything listed above; in fact, mobile apps have come a long way since their birth 5+ years ago. Let’s take a look from a mobile app’s perspective on what mobile apps should be thankful for.

The Top 6 Reasons Why I Am Thankful – Brought to you by me: A Mobile App

1. FunctionalityFrom Simon to the iPhone 5s

Simon iPhone 5s

I am grateful my life didn’t begin and end with Simon. Instead, I live on powerful operating systems that are installed on sleek devices. The limits of what I can do are in the sky. Due to the innovations of millions of app developers the skills on my resume are more impressive than “the most interesting man in the world.” I can book airplane flights, check the weather, provide entertainment, navigate, inspire, encourage, motivate, and bring you the news faster than it takes you to put your socks on in the morning.

The functionality that my brethren and I exhibit wasn’t always this awe-inspiring. Back in the day we were limited to small arcade games, ring tone editors, calendars, calculators etc. Basically nothing exciting. We’ve come a long way, and the future is bright. I can’t wait to see what I will do next.

Give Thanks: I am thankful for my functionality and continually being updated to the latest and greatest in the mobile app scene.

2. DesignFrom eye sores to visual paradise

Evolution of App Design

Functionality is great, but I want to bake the pumpkin pie and eat it too if you know what I mean. I want the style and grace that makes people tear up when they look at me. I want to bring smiles with silly animations and elicit oohs and awws with the newest design trends. App design has changed drastically over the years. I know the older app generation may have felt cool in the equivalent of  60s and 70s attire, but we’re in the 21st century now and I am thankful for the way I look.

It isn’t all superficial though. Great design makes it easier for people to understand how to use me. It feels good to be able to provide an intuitive experience where things just work. Every time a person launches me for the first time and naturally knows how to use all of my feature is a testament to great design.

Give Thanks: I am thankful for beautiful design that makes me look better than Miley Cyrus (WAY BETTER) and helps the least tech savvy person naturally tap the correct buttons.

3. PopularityProm Queen Victory

Prom Queen App

The great debate: web app vs. native app. I wouldn’t say the war is over, but native mobile apps currently hold every bunker, the resources, and if we were playing capture the flag our record would be 100-1. The ballots were cast and this year native apps won prom queen. We number in the millions, which means there is more mobile apps than the population of over 50 countries. In short, I am really popular right now.

Being popular is great and I’ll tell you why. It can take a single individual or hundreds of people on a team to make me, either way, creating jobs that people can support themselves with makes me feel warm inside. With tons of free coding programs anybody can learn the skills to make me which means there are huge opportunities out there for anyone with the determination to learn.

Give Thanks: I am thankful for being the tool of choice that is making a meaningful impact on lives around the world and providing thousands of jobs.

4. CommunityThe bigger the feast the better

App Thanksgiving

Whether it is your neighborhood, your work, sports teams, clubs, or meetings, having a community that supports you is essential. For me, there are amazing developer communities that focus on sharing knowledge to make better apps and better app developers. The people who  are a part of these communities are amazing, creative, and intelligent people. From my own personal experience, some events where I have met great developers are AltWWDC (being changed to AltConf), Google I/O, and 360iDev.

These larger conferences are great places to learn and meet people with similar interests as you from around the world, but don’t forget to check out your local communities.There are local meetups for Android, iOS, Windows, and Blackberry apps in every larger city. If you live in a smaller town where these communities might not exist yet, make one! It only takes a couple of minutes and creating a supportive community is a great way to meet new people, make better apps, and get out of the house every once in awhile.

Give Thanks: I am thankful for the wonderful developer community that provides support for one another, sharing thoughts, conversation, inspiration on how to make better mobile apps.

5. Customer Happiness -The one thing that matters most, happiness

Customer Smile

As a mobile app I really have only one goal. Make people happy. It takes a lot of work on the development and design side of things, but it’s the goal that every developer, mobile product manager, designer, and head of mobile should aim for. The look on the faces of family when they video chat are priceless. Enabling communication between friends across the world is heart warming. Seeing children learn with a mobile app is pure joy. Helping a couple find that perfect anniversary restaurant is awesome. All this is what I am thankful.

Customer happiness should be the important goal for any company (with a mobile app). When customers are happy they tell their friends and family about me, and then I get the chance to make even more people happy. It’s a great cycle and it works.

Give Thanks: I am thankful for the opportunity to help people smile, laugh, relax, find their way, connect, and cry with joy.

I am extremely fortunate to have what I have and today I give thanks. Thank you to the current OSs and devices. Thank you to everyone who uses me and spreads the word about me to their families and friends. Thank you to the big boss on top who finally realized mobile is the place to be. Thank you to mobile app developers, indie and not. Thank you, thank you, thank you. Mobile is taking us to great heights and I am thankful to be part of it.

Post by:

Ezra Siegel
App Marketing

App Marketing Conversations: Q4 & Holiday Planning

The holidays are almost here and App Marketers have to prioritize!

In this installment of App Marketing Conversations we talked about the upcoming holiday season and how important it is to prioritize your marketing activities in order to make the most of the influx of new customers. With less than 6 weeks to Christmas, it’s important to plan for how you’re going to attract brand new customers, learn about how they’re different from your existing base and understand how to keep them. In addition, if you haven’t created your ad and marketing plan for the holidays and determined your absolute drop dead ship date, you’re already behind the ball. Take a look at the video from this week’s App Marketing Conversations to find out more specifics.

The Transcript:
Robi: Hello and welcome to another App Marketing Conversations. I’m Robi
Ganguly from Apptentive. As always, I’m joined by Ryan Morel from
Gamehouse, and Ian Sefferman from MobileDevHQ. We’re missing Darwin.
Ian: That’s right.Robi: But, you know.

Ian: It’s a good thing.

Ryan: Darwin’s in the corner.

Robi: For those who checked out last week’s segments, you might have
noticed that Darwin was acting up a little bit. We want to talk about Q4,
so we’re wrapping up Q3, here. And we know that many marketers out there
are thinking about how to close out the year, and Q4 is historically big
for many companies, especially retail, travel.

As you’re thinking about Q4, and we’ve had a number of years of experience
in the app ecosystem. I think there are some lessons for how to plan around
this, and how to time your product launches. So, we thought we’d share some
tips and tricks and get into that a little bit.

And then take comments and questions, so we can dig in more over the course
of the quarter.

So let’s start off, number one piece of advice that you would give to your
app marketers thinking about their Q4 planning?

Ian: If you haven’t started planning yet, it’s already too late. Like get
on the stick. Right. Q4 needs to happen early November, not late December.
Timing is everything, and having that strategy ready is gold.

Robi: What about you?

Ryan: Yes. So I think my biggest piece of advice would depend on the
company size, is not only make sure you have it planned early, but make
sure you’re starting it early. So you’re optimizing around that probably
two weeks before Christmas for two things. One, velocity of your ranking,
so that when the App Store shuts down, which it inevitably will, you’re at
the right spot. And that your user retention monetization metrics are
right.

Ian: And this is something that is really interesting, which is about the
ranking. Because I’ve always found it really weird that they shut down
rankings. Like I just never understood it. But Apple has been playing with
their rankings a pretty good amount, recently, leading me to think that
they might actually be getting ready for some sort of big change that
they’ve never done in Q4.

And it’s almost like, “Okay, well, I don’t understand what Apple’s going to
do. How do I manage around that?” And it’s like, start getting those
download velocity, ensure you have that engagement and retention, ensure
you have the right ratings, ensure your reviews look good. And like get all
of the first order priorities right, and then let the rest take care of
itself when it does, whenever it does happen, right.

Ryan: Yes.

Ian: I just have this vague sense that they’re going to change something
during Q4 this year.

Robi: Well, so…

Ryan: Prediction time.

Robi: The idea that they’ve been shifting more and more about their
rankings recently, I think underscores the fact that the historic shut down
of the App Store has indicated that it’s been highly manual, right? That
the way that they think about rankings, the way that they think about
reviews, all that stuff’s intertwined and dependent upon people. And so, if
they’re shifting a lot of the rankings, maybe they’ll be moving some of
that optimization more to their computers, which you would sort of expect,
right. It’s actually a little odd how manual it is.

So, if you assume that, then your point really is an important one.
Foundationally, we know that there are things that will matter, regardless
of whatever the algorithm ends of being. The core things that matter:
download velocity, retention, app ratings, and customer reviews. What else,
foundationally, should people be thinking about, that you think maybe
they’re not planning around as much?

Ryan: I think product launch timing is really important. So, I mean, you’re
going to see like certain developers are planning to launch their games in
early December, late November, whatever it may be. And those developers
have existing relationships with Apple and can negotiate placement, right.

There was news, unconfirmed comments this week, that Apple had either paid
PopCap, probably not, more likely, guaranteed placement for them to do IOS
exclusive. Like that stuff happens. So, if you’re not one of those people
who can get that type of promotion from Apple, you need to be watching
beforehand. The last thing you want to do is launch your title at the same
time that EA launches Battlefield on IOS or something like that. You’re
just going to get drowned out.

Robi: Rule of thumb. Would you say launch title by the first week of
December, or launch it before Thanksgiving?

Ryan: I mean this is just my opinion, I would do like early November.

Robi: Okay.

Ryan: Give you a chance to see what’s happening, drive some downloads, make
an update before Thanksgiving. Because Thanksgiving is also probably the
second busiest weekend on the App Store. Then see what happens right after
Thanksgiving; one more update, and then you punt. Cross your fingers.

Robi: Right.

Ryan: Because Christmas, I mean, it can’t be underscored how profitable
Christmas and the four days after it are. It’s unbelievable.

Robi: I find it really interesting; it’s not exactly Black Friday, you
know. And this isn’t the retail sector. But it is very much a meaningful
portion of the year in discovery for a lot of consumers, and then, by
extension, app marketers.

Ryan: Yes.

Ian: Huge.

Robi: So let’s talk a little bit more about the IOS7 aspect of this. Does
that matter, if you were thinking about the Q4 and IOS7 is sort of nice to
have? Are you crazy? Should you be pulling that in and saying, “I have to
be supporting IOS7 by the time?”

Ryan: Yes. So I think one of the, this is a guess. I’m totally making this
up; maybe this isn’t true. So what happens around the holidays? People get
together, and people talk and share things about what they’re interested
in. So AirDrop becomes really interesting, right.

So, if you’re not supporting IOS7, I’m not sure that AirDrop will work for
you, but it seems like a kind of no-brainer, right now. But the kids
sitting around on Christmas morning, or afterwards, whatever, are sharing
games via AirDrop. You have to be supporting it.

Ian: Yes, I agree with that. I think another reason why is, if you want any
hope of Apple featuring you, right, like if you care about that at all,
they simply won’t do it unless you’re optimized with their latest stuff.
They don’t give a sh** about you.

Robi: Yes. So we’ve been talking quite a bit about the App Store, as it
pertains to, Apple’s App Store. What about the Google Play Store? Same
foundational stuff? Same dynamics? Or are there differences that marketers
should be taking into account as they think about their Android releases?

Ian: I mean certainly like I don’t see the same rush to get things in. I
mean, you don’t have the shut down the same way. You can continue to do it.
But I think all of the things that we’re talking about foundationally, that
all sits on the same premise of have your ducks in a row; make sure you’re
aligned for this massive jump. That the jump isn’t going to be the same;
consumer demand isn’t going to be the same.

Ryan: Yes, I think that’s right. I have one more question for you. Like, if
you’re a new developer, because we’ve consistently heard that ratings are
an increasingly important thing. You don’t have a lot of volume. How can
you get that initial set of ratings? And how can you manage around that?

Robi: Well, I think there are two things. And one that is very much
underestimated, and very much why we’re talking about Q4 planning now, is
timing. You just, you have to be out there for a period of time, especially
if you’re new.

It’s not just going to explode, right, like you have to give yourself room
for people to download your app, use it, start interacting. And potentially
rating it if they’re happy, and if they’re not happy, finding out really
quickly. So that takes time. You can’t really force that stuff. Even if you
were to buy a lot of downloads. As we know, we’ve talked about it a lot,
it’s not necessarily going to be translated into consumers who are going to
be using it on a regular basis. Which means those are not consumers who are
going to rate you well. So that’s sort of one thing.

The second is that, if you do have other titles, and you’re sort of new in
this space, you could do some stuff with your existing audience that will
move people over to your newest apps. And that’s an asset you could do. And
I would say, sort of begging, pleading to get to your first 20 or 30
ratings, if you’re really brand new, is important. And people can do that.
We find, it’s better to get people outside of your network to do that. You
know, if you have to resort to asking your friends and family to go down on
your app and rate it because you have no attraction, nobody’s rated it,
then that will work, too.

Ryan: Yes. After how many, we’re maybe getting off-topic here, but you see
a lot of games or apps ask for ratings like almost right away, that’s
probably bad?

Robi: Our data says that’s horrible.

Ryan: Okay.

Robi: People hate that. They don’t go and rate it; they don’t take action
on it. But then they’ll also go and complain.

Ryan: Yes.

Robi: And say, “I haven’t even used your service; I haven’t used your app
at all. Why would I do that?” So we often find, and suggest to people using
our tools, to be conservative, and then sort of ramp it up more
aggressively as you get data and we report to people on the outcomes around
that.

So like a conservative estimate for a lot of apps is after it’s been on a
device for ten days, and it’s been used five to ten times, that seems like
it’s at least an indication that that person has made some commitment to
that experiment with your app to get to places that are, you know,
successful for them.

And then, what’s really important is to think about what’s unique to your
app as a success metrics. If you’re a utility, and people can actually use
you to like set up like a calendar invite, or something like that, that’s
probably aligned with them really adopting your app, as opposed to just
kind of poking around.

Ryan: Right.

Robi: So, last thoughts on Q4. We’ll come back to this, but last piece of
advice for marketers, as they’re planning?

Ian: You know my last piece of advice that we haven’t talked about is
actually get out of the marketing room and make sure your engineering is
also on track with this. Especially if you have any services in the Cloud,
make sure your infrastructure is ready.

Robi: That’s great advice.

Ryan: Yes, so, I would potentially think about pre-paying. Or you know,
negotiating now around any advertising revenue. So, especially at, well,
like this week, in the next couple of days, because we’re at the end of Q3,
people are maybe running deals and they will be happy to sandbag a little
bit. So you might be able to get some pre-paid discounts on advertising.
But I would be getting that set up now.

Robi: Yes. And I think that you should really think seriously about doing
an audit, right. How is your app, how are your teams doing in term of App
Store optimizations? How is your download velocity looking? How are your
ratings or reviews looking? How is sentiment inside your app around
customer satisfaction?

If you’re not aware of that, you can do an audit early on, to also tell
yourself and your team where you need to be by the end of November, if you
really want to be ready.

Great, well, be sure to like this, share with your friends, and check out
the other segments this week. Thanks.

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Robi Ganguly
Ghost

The Top 6 Reasons Why It’s Scary to be A Mobile App

Ghosts, ghouls, witches, and even vampires may come out of the woodwork on Halloween, but to a mobile app they’re hardly reason to shriek into the night. As I considered what costumes I could create that would elicit the most screams and bring my fair share of terror into the night, I caught myself thinking. If I was mobile app, what would be scary to me? Zombies, trolls, and Frankenstein don’t cause a stir, but plenty of items come to mind, and each year they’re getting worse. I bring you:

The Top 6 Reasons Why It’s Scary to be Me: A Mobile App

1. The App Ecosystem - Costume Idea: An extra on Michael Jackson’s Thriller

Michael Jackson Thriller

There are over 1.75 million mobile apps available for download in the app ecosystem. Every week it is growing and getting organically discovered seems as likely as setting the high score for Candy Crush Saga. As a mobile app, I just want to be downloaded and do what I was made to do, but I need to be found first.

Being a part of the app ecosystem is like being an extra on Michael Jackson’s Thriller. You may look great, have all the moves, but no one is going to pay attention to you unless you’re at the front and your name’s MJ.

Get into the spotlight with: ASO, Press

2. ChurnCostume Idea: Zombies (undead customers)

Conehead Zombie

The only thing that hurts more than being all alone in an App Store is being found, downloaded, and then discarded. I may only live in digital space, but I have feelings too. You want to know what’s really scary? Retention rates! On average, retention rates drop to below 30% after a short 90 days.

I’m quickly left wondering, where did all the people go who downloaded me? Is there a way to bring my (un)dead customers back? It makes me shutter thinking about all the zombies who have me on their phones. I wish I knew why some customers left and why some stayed.

Raise the dead with: Engagement, In-app Customer Support - It’s time to bring them back “Warm Bodies” style - with a little love.

3. Device/OS Fragmentation- Costume Idea: Dr. Jeykell & Mr. Hyde

jekyell & hyde

You are all so terribly hard to please! I think I am going a little crazy trying to handle every new operating system and device that gets released. Android is the usual suspect with over 10,000 distinct Android devices seen this year and eight different OS’s in use. Apple’s fragmentation is nothing to scoff at though, the generations of iPad’s, iPod’s, and iPhone’s adding up is starting to give me a headache as well.

I’m afraid to fall asleep at night not knowing where I might crash and bug out tomorrow. I feel like I have a thousand split personalities. Compared to me, Dr. Jeykell and Mr. Hyde had it easy.

Prevent odd behavior with: Testing

4. Negative ReviewsCostume Idea: The Girl From The Ring

There is nobody more unhappy looking than the girl from the ring. She’s so unhappy that looking at her makes me feel terrible inside, thus her image will not be placed on this page. She’s so unhappy that she makes other people unhappy just by being in the same room with her.

Apparently I make people so unhappy that they leave negative reviews in the app store (ouch). Most of the time I don’t know what is wrong from their comments or they’re upset about a bug that has been squashed (change your review if the problem has been fixed!). These negative reviews make people think they won’t be happy if they download me, but that’s simply not true! I have many happy customers but they’re just too busy being happy to take the time to leave a review. My reputation is based on star ratings and reviews, and it really cheers me up when my happy customers leave a rating.

Turn that frown upside down with: Apptentive :)

5. Marketing BudgetsCostume Idea: Ghost

ghost

There is a lot of noise in the mobile industry and I somehow seem to drift through it all like a ghost. Nobody sees me and I haven’t quite saved up enough money for the “don’t be a ghost” operation. Even with cash to burn, I’ve heard it’s still difficult to be noticed. As mobile continues to grow, I’m afraid that some marketing budgets will be too big to keep up with (some already are).

Correctly marketing me is a task that my creators can no longer ignore as it is crucial to every app’s success. The time of making apps and making it big without a marketing strategy is long gone. I am beautiful and talented so make a marketing plan to get me noticed. Not every marketing plan needs money to work.

Make Casper a real boy with: CreativityRelationships with Bloggers, Review Sites

6. Development CostsCostume Idea: It’s Alive!!!!! (Frankenstein)

Young Frankenstein

Holy broomsticks! My great great grandfather was made for only 10 cents, but mobile apps these days can cost into the hundreds of millions of dollars. Once the mobile app development process begins, every little feature, design change, update, and maintenance starts to add up. It’s like Frankenstein coming alive and reaping havoc all across the town while you’re helpless to stop him (because you love him so much).

Now, I don’t think there is anything more important than me, but I can sympathize with what these growing costs can mean for businesses that want an app like me. In an effort to preserve and promote my kind, I urge you to be smart about how you develop your app. There are lots of tools out there (some free, some not) that will save you hours upon hours of dev time, cut down on maintenance, and are cheaper than doing it yourself.

Stop the monster rampage with: 3rd Party Solutions (Push, Support, Analytics etc.), Minimum Viable Product, Find a friendly dev who takes payment in candy corn.

Being Prepared

Zombie PrepareThe only way to beat my fears is by being prepared, just as the only way anyone is going to survive the Zombie Apocalypse is by being ready for it. Having strategies in place for all of these issues are as important as the development of an app. Without knowing how to handle these issues, your app won’t get very far. Do your research, spend time sketching out ideas, and make a plan for your app even before development begins.

If you have any other suggestions on what mobile apps need to know and prepare for in order to survive please share in the comments, I want to survive!

Post by:

Ezra Siegel