Standing out amongst 500,000 plus apps available in the global mobile applications market is becoming challenging day by day.With approximate 500 apps being released daily, how can we even be sure that users will discover our app? Here are quick tips for mobile app marketing.

1. Insights of
Mobile App
Marketing and
Monetization
2013
White Paper

2. Insights of Mobile App Marketing and Monetization 2013
Startup Chronicles:
The story has been demonstrated by cartoons
to get an idea about the obstacles to start up a
business. And also showed the behavior which
needs to be change to make a successful
business model.
The cartoons have been made by Mr. Tonmoy
Goswami an Indian cartoonist.
We have elaborated the Insights of Mobile App
Marketing and Monetization after this Story.
2 White Paper

3. Insights of Mobile App Marketing and Monetization 2013
3 White Paper

4. Insights of Mobile App Marketing and Monetization 2013
Standing out amongst 500,000 plus apps available in the global mobile applications market is
becoming challenging day by day. In a market that is estimated to be worth $25 billion by 2015,
discoverability is the key to success and this is reliant on a clear app marketing strategy and
timely execution.
The Business Model:
One Big Question
Are we making an APP or making a Business model?
There are three parameters we need to address for creating a good business model:
1. Product: Make Great Apps which solves user’s need
2. Marketing: Marketing efforts are required to reach to your user base
3. Sales: Monetization: Make sure that you have a monetization plan for sales
App Marketing:
With approximate 500 apps being released daily, how can we even be sure that users will
discover our app? Here are our tips on overcoming this obstacle:
(A). Extensive market & competitive analysis
Carefully research your competitors and target audience at the start of your app marketing
campaign. What most of the features do the top selling apps in your category have in common?
How do your competitors position themselves in the app market and what is their revenue
model?
(B). ASO & SEO
Achieve the top app store rankings with App Store Optimization (ASO), the key component to
online success when joined with Search Engine Optimization (SEO). An estimated 60% of
downloads come directly from the users who discover your app from organic search within the
relative app store, so your app store description is very crucial.
•
•
•
•
Pick your app name
Find your keywords
Localize your keywords
Design an eye-catching icon
4 White Paper
•
•
•
•
The power of great description
Having a demo/promo video
Getting (good) reviews
Screenshots attraction

5. Insights of Mobile App Marketing and Monetization 2013
(C). Press Releases
Announce the launch of your app with a press release that is
carefully designed towards creating awareness of your app
amongst your target audience
Ensure that your press release is keyword heavy to improve its
search engine visibility
Do not forget to put the link to the app store from where
consumers can download your app
(D). Integrate social media
The campaign needs to be promoted across all the possible
channels, with the major four essentials being Face book,
Twitter, YouTube and LinkedIn.
•
•
•
•
•
Prepare a strategy for App marketing on social media
platforms
Content is King
Network with App review sites prior to the launch
Network with other relevant blog online communities
like LinkedIn groups
Video tutorials are also very influential
(E). Mobile display advertising
Defined as placing an advertisement within a
variety of mobile media formats including mobile
Internet, games and applications, the effectiveness
of mobile display advertising varies largely from
campaign to campaign.
(F). Burst Marketing
To skyrocket your app to the top of your app
category, the app store ranking algorithm dictates
that you need to grab as many downloads in the
shortest period of time possible.
People love to find the latest tools and games, so
getting publicity from early on might lead to added
exposure with the possibility of being featured in
the App Store’s “new and noteworthy” section.
5 White Paper

6. Insights of Mobile App Marketing and Monetization 2013
App Monetization:
In the end all business operations can be reduced to three words – Product, People and
“PROFIT”. Below is the tree structure to find out the monetization ways to make money out of
your mobile apps.
App pricing and monetization must be a crucial phase of your app strategy. Price an app very
high and it will dissuade potential users and lose ratings and reviews. However, under valuing
the app could also result in it being overlooked. Monetization strategies vary depending on a
number of parameters, including the platform you wish to develop the app, the purpose of your
app and your target audience.
Mistakes to be avoided for App Monetization:
 Failing to analyze the data
 Maintaining identical iOS and Android Monetization Strategies
 No attempts to creatively integrate ad formats
 Misunderstanding eCPM
 No clear growth strategies
6 White Paper

7. Insights of Mobile App Marketing and Monetization 2013
Monetization Options:
Free: Monetize your app through Advertisements
Premium: User will pay you for per title
Trial: Initially the app is free and afterwards, monetize your app
by upgrade to premium
Freemium: It is very popular now days. In this model user can
download the app for free. And it supports monetization by in
app purchases for features or contents.
Paymium: In this category user will pay for per tile as well for in
app purchases
Trial Paymium: Initially the app is free and afterwards monetize
your app by upgrade to paymium
Subscription: This monetization model is based on auto
recurrent payment (Means on rent or subscription)
Monetization – Ads - Glossary
•
CPM (Cost Per Mile)
– Price per 1000 views (paid by Advertiser)
•
CPC (Cost Per Click)
– Price per Click (paid by advertiser)
•
Fill Rate:
– Number of Displayed Ads / Number of Views
– Low fill rate means more inventory for ads
•
CTR (Click Through Rate)
– Number of Clicks / Number of Views
– CTR is always better on a higher side
7 White Paper

8. Insights of Mobile App Marketing and Monetization 2013
Monetization Ways through Ads
House Ads:
Cross-promote your apps

The House Ads service enables you to run your own ads (free of charge) inside your iOS
and Android apps, to promote other apps within your portfolio and upgrades for the
current app to your user base.

If you allocate a percentage of your app’s inventory to run House Ads, it enables you to
mix paid ads with House Ads to get better control on your inventory and to drive more
app downloads.
Process flow
of House Ads
Ad Network:
Ad network runs on a simple concept. It provides marketing services (through advertisement)
to advertisers and monetization services to publishers or developers. They take ad requests
from advertisers and put them into the mobile apps of publishers. Ad networks also develop
their platform to provide above discussed services. Advertisers pay to Ad Network and Ad
Network transfer it to publisher after deducting some commissions or profits.
8 White Paper

9. Insights of Mobile App Marketing and Monetization 2013
Process flow
of Ad Network
Ad Mediation:
•
Ad Mediation enables you to connect with
multiple ad networks through one simple
integration
•
You can control your allocation or choice
of network
•
By using multiple networks, you can
assess which are performing best and
optimize accordingly to maximize fill rates
and increase your revenues
9 White Paper

10. Insights of Mobile App Marketing and Monetization 2013
10 White Paper
OpenXcell Technolabs Pvt. Ltd.
www.openxcell.com