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The Necessity of
  Mobile App
           Marketing:
           What It Really Takes to Succeed with a Mobile App
the problem of app discovery
   With over a million applications in the market across platforms, app
   publishers are finding it increasingly challenging to cut through the noise
   and get their apps discovered and downloaded.

   As downloads are a requirement to earn revenue for any application
   regardless of revenue model, they are a critical factor in the overall
   success of a mobile app. But as the app stores become more and more
   saturated, it is evident that developers can no longer solely rely on the
   distribution centers to succeed.

   We created this report to summarize findings from our First Annual
   Developer Survey to understand how developers are really doing with their
   applications knowing that these challenges are in place. Our goal with this
   report is to shed light on the truth behind mobile app success in an attempt
   to educate and equip the app developer community with information
   they can use to better their app as a business.

   What we found is that those developers that spend money and time on
   marketing outside of the app stores found the most success based on the
   revenue they had earned for their app. This core finding echoes what we
   believe as a leading app marketing and strategy firm, that in order to
   make an app a successful business you need to ensure that you have a
   budget and time allocated to marketing and promoting your app.




   The Necessity of Mobile App Marketing        www.app-promo.com                2
what you are up against
     As part of our app developer survey, we first wanted to identify commonalities
     and trends within this community which would help us understand typical
     choices made by app developers today.

     What we found is that most developers:
     •  Focus their development on iPhone (58%), iPad (54.5%) & Android (48.9%)
     •  Developed more than 10 applications (28.4%) in their career thus far
     •  Priced their apps usually as FREE (35.2%) or at $0.99 (30.7%)
     •  Employed revenue models which typically included
           1.  Paid Apps (64.5%)
           2.  Advertising (39.5%)
           3.  Freemium / Lite to Premium (32.9%)


        top 10 app categories

                 Music
        Photo & Video
              Lifestyle
            Education
              Business
        Entertainment
         Social Media
          Productivity
                Utilities
               Games
                            0	
     5	
     10	
     15	
     20	
     25	
       30	
     35	
     40	
     45	
     50	
  

       The Necessity of Mobile App Marketing                                    www.app-promo.com                              3
how developers are REALLY doing
                      with their apps
                                       There is a lot of hype and excitement in
                                       the media around mobile apps. From
                                       IPOs to 10 figure purchases, it’s no wonder
                                       why everyone wants to launch an app.
              $50,000+
      12%                              But the reality is that not everyone is
                                       winning big with their applications. Out of
                                       the 102 app developers we surveyed we
                                       found the following:
            $5,000-$50,000
                              20%      •  80% are NOT generating enough
                                          revenue with their app to support a
                                          standalone business
                                       •  59% are NOT earning enough money to
            $5,000 or less                break even with development costs

68%                                    •  63% have had their app downloaded
                                          50,000 times or less
                                       •  68% reported that their total revenue to
                                          date was $5,000 or less
                                       •  52% had $0 set aside for marketing and
                                          spent less than 5% of their time
                                          promoting their app


        The Necessity of Mobile App Marketing    www.app-promo.com                   4
those who spend = succeed
           Our survey concluded that a definitive correlation exists between the
           level of success a developer sees with their app and the amount of
           time and money they spend on marketing this product.

           The survey results identified a group of TOP earners (12%) who were
           seeing the most success with their app based on revenue. On average,
           this group:

           •    Made more than $50,000 in revenue with their most successful app
           •    Earned enough revenue to break even with development costs
           •    Confirmed their app makes enough to be a standalone business


 common actions by TOP earners




  Believe in              Have nearly          Spend an average
Marketing and          $30,000 set aside       of 14% of their time
 Take Action            for an average         marketing their app
                       marketing budget


       The Necessity of Mobile App Marketing       www.app-promo.com               5
what you should be doing
      The best way to learn how to succeed is to look at those who are
      doing well around you and follow suit.

      We took a look at what the TOP earners from our survey were doing
      to market their application and created the following app marketing
      checklist.

           Online Landing Page

              Mobile Landing Page

               Social Networks: Twitter & Facebook

                Paid Media: Mobile, Search, Social

               Paid Reviews

              PR & Blogger Outreach

           Price Promotions

      Of course, you don’t need to do this alone. As an app marketing
      and strategy firm we are here to help developers who may not have
      the necessary time to market their application.



   The Necessity of Mobile App Marketing     www.app-promo.com              6
about our survey
         We launched our First Annual Developer Survey on April 4 and
         collected responses for an 20-day period closing on April 23, 2012.

         The goal of our survey was to gather information from the app
         developer community on how well they were doing with the
         business of their mobile applications.

         We were successful at reaching a critical mass of over 100 qualified
         app developers in order to ensure that our results were statistically
         valid.

         We asked our participants a series of multiple choice questions in
         three main areas: (1) general information; (2) revenue and
         downloads and (3) marketing.

         All individual responses from the survey are confidential.

         For more information about this survey, please contact us directly at
         info@app-promo.com.




   The Necessity of Mobile App Marketing       www.app-promo.com                 7
about App Promo
     We are leaders in app marketing and strategy.

     We help our clients succeed in the business of
     applications offering strategy, marketing and
     monetization services across platforms: iOS,
     Android, BlackBerry, Windows & Nokia.

     Our services aim to increase discovery, optimize   info@app-promo.com
     revenue and better position applications to set
     them up for success.                               www.app-promo.com

     Our team has years of proven experience in         @AppPromo
     strategy, marketing and increasing revenue for
     companies with their digital offerings.

     Contact us today to get started on succeeding
     with your app.

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The Necessity of Mobile App Marketing by App Promo

  • 1. The Necessity of Mobile App Marketing: What It Really Takes to Succeed with a Mobile App
  • 2. the problem of app discovery With over a million applications in the market across platforms, app publishers are finding it increasingly challenging to cut through the noise and get their apps discovered and downloaded. As downloads are a requirement to earn revenue for any application regardless of revenue model, they are a critical factor in the overall success of a mobile app. But as the app stores become more and more saturated, it is evident that developers can no longer solely rely on the distribution centers to succeed. We created this report to summarize findings from our First Annual Developer Survey to understand how developers are really doing with their applications knowing that these challenges are in place. Our goal with this report is to shed light on the truth behind mobile app success in an attempt to educate and equip the app developer community with information they can use to better their app as a business. What we found is that those developers that spend money and time on marketing outside of the app stores found the most success based on the revenue they had earned for their app. This core finding echoes what we believe as a leading app marketing and strategy firm, that in order to make an app a successful business you need to ensure that you have a budget and time allocated to marketing and promoting your app. The Necessity of Mobile App Marketing www.app-promo.com 2
  • 3. what you are up against As part of our app developer survey, we first wanted to identify commonalities and trends within this community which would help us understand typical choices made by app developers today. What we found is that most developers: •  Focus their development on iPhone (58%), iPad (54.5%) & Android (48.9%) •  Developed more than 10 applications (28.4%) in their career thus far •  Priced their apps usually as FREE (35.2%) or at $0.99 (30.7%) •  Employed revenue models which typically included 1.  Paid Apps (64.5%) 2.  Advertising (39.5%) 3.  Freemium / Lite to Premium (32.9%) top 10 app categories Music Photo & Video Lifestyle Education Business Entertainment Social Media Productivity Utilities Games 0   5   10   15   20   25   30   35   40   45   50   The Necessity of Mobile App Marketing www.app-promo.com 3
  • 4. how developers are REALLY doing with their apps There is a lot of hype and excitement in the media around mobile apps. From IPOs to 10 figure purchases, it’s no wonder why everyone wants to launch an app. $50,000+ 12% But the reality is that not everyone is winning big with their applications. Out of the 102 app developers we surveyed we found the following: $5,000-$50,000 20% •  80% are NOT generating enough revenue with their app to support a standalone business •  59% are NOT earning enough money to $5,000 or less break even with development costs 68% •  63% have had their app downloaded 50,000 times or less •  68% reported that their total revenue to date was $5,000 or less •  52% had $0 set aside for marketing and spent less than 5% of their time promoting their app The Necessity of Mobile App Marketing www.app-promo.com 4
  • 5. those who spend = succeed Our survey concluded that a definitive correlation exists between the level of success a developer sees with their app and the amount of time and money they spend on marketing this product. The survey results identified a group of TOP earners (12%) who were seeing the most success with their app based on revenue. On average, this group: •  Made more than $50,000 in revenue with their most successful app •  Earned enough revenue to break even with development costs •  Confirmed their app makes enough to be a standalone business common actions by TOP earners Believe in Have nearly Spend an average Marketing and $30,000 set aside of 14% of their time Take Action for an average marketing their app marketing budget The Necessity of Mobile App Marketing www.app-promo.com 5
  • 6. what you should be doing The best way to learn how to succeed is to look at those who are doing well around you and follow suit. We took a look at what the TOP earners from our survey were doing to market their application and created the following app marketing checklist. Online Landing Page Mobile Landing Page Social Networks: Twitter & Facebook Paid Media: Mobile, Search, Social Paid Reviews PR & Blogger Outreach Price Promotions Of course, you don’t need to do this alone. As an app marketing and strategy firm we are here to help developers who may not have the necessary time to market their application. The Necessity of Mobile App Marketing www.app-promo.com 6
  • 7. about our survey We launched our First Annual Developer Survey on April 4 and collected responses for an 20-day period closing on April 23, 2012. The goal of our survey was to gather information from the app developer community on how well they were doing with the business of their mobile applications. We were successful at reaching a critical mass of over 100 qualified app developers in order to ensure that our results were statistically valid. We asked our participants a series of multiple choice questions in three main areas: (1) general information; (2) revenue and downloads and (3) marketing. All individual responses from the survey are confidential. For more information about this survey, please contact us directly at info@app-promo.com. The Necessity of Mobile App Marketing www.app-promo.com 7
  • 8. about App Promo We are leaders in app marketing and strategy. We help our clients succeed in the business of applications offering strategy, marketing and monetization services across platforms: iOS, Android, BlackBerry, Windows & Nokia. Our services aim to increase discovery, optimize info@app-promo.com revenue and better position applications to set them up for success. www.app-promo.com Our team has years of proven experience in @AppPromo strategy, marketing and increasing revenue for companies with their digital offerings. Contact us today to get started on succeeding with your app.