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BizReport : Mobile Marketing : May 08, 2013

App Report: Social key to app marketing

How are consumers finding apps? And what is keeping them engaged with their favorite apps? New data out from AppsFlyer shows social is one key tool to the marketing of apps, along with searching.

by Kristina Knight

The data, from app marketing and measurement platform AppsFlyer, was compiled throughout Q1 of 2013 and finds mobile ad networks are pushing volume for many app developers and brands. The optimization options that ad networks bring to the table are key in helping developers find the right segments for their apps. Other interesting findings include:

• Social and Cross-selling channels show conversion rates over 10%
• App discovery platforms show higher user quality scores (22%) but lower conversion rates (5%-10%)
• Games, travel and social apps perform highest in social networks

"With users migrating from PC to mobile, today's marketers need new tools in order to track, measure and optimize their mobile marketing campaigns," said Oren Kaniel, CEO & co-founder, AppsFlyer. "AppsFlyer provides developers and ad agencies an easy-to-use dashboard to measure their app marketing campaigns across all channels - including social, search, ad networks, incentivized traffic and cross sell - to enable campaigns optimization based on ROI and LTV(Lifetime Value) per channel per campaign."

The research also shows that search is delivering some of the highest user quality scores for mobile apps, likely because consumers are used to searching for product details or information via PC; those habits translate nicely into the mobile space where they may also search for app information.

Tags: app distribution trends, app marketing trends, AppsFlyer, appvertising

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