One of them is the lack of newcomers: imagine that users who are typing your brand name in the search bar are only the existing ones that have just changed their devices. But this approach is accompanied by a number of risks. Quite a few companies adopt this strategy (or lack of strategy), among them:Īt first sight, this might seem logical, as a lot of users search for these apps by just typing their brand names. There is a popular myth that a well-known brand doesn’t need to invest in app store marketing, as users will find their app and download it anyway. In this post, we will explore how big brands promote their apps in mobile stores and why you should start doing it now too. But some companies such as LinkedIn, Google, and Spotify have already figured out the true value of this channel and started adopting app store optimization best practices. Web-first businesses in particular approach apps as an additional option for existing users to access their services and completely neglect app store UA techniques. When it comes to app stores, many big brands overlook their potential to attract new users. They invest solidly in activities that can help convince people to use their services: partnerships with the top influencers, social media advertising, and even street billboards. Big brands spend multi-million-dollar budgets on their marketing campaigns.
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