How to take over the app store in 48 HoursThe post was originally published on The Next web

How to take over

the app store in

48 Hours

01

It’s obvious enough that a newly launched app can’t really take off on its own

– vast marketing efforts are vital to accomplishing any kind of exposure and

acquiring an initial user base. After launching their app, marketers often

watch eagerly and anxiously as the first users pile on. However, in many cases

early-stage apps take a long time to develop an active user ecosystem, and

in most cases fail to do so.

It’s important to remember that the launch period of an app is a critical time

for marketing since it’s an opportunity to be spotted as a hot new product.

Many companies launch an app without the appropriate marketing efforts

and end up regretting it after realizing the opportunity that escaped from

them.

So app marketers – stop anxiously waiting for a miracle to happen and

pursue the results yourselves! How do you launch with-a-bang and attract a

maximum amount of users in a minimal amount of time?

The post was originally published on The Next web

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The answer is “burst campaign.” Taking aggressive marketing measures using a

relatively high budget in a time span of 48 hours in order to achieve visibility,

increase organic download volumes, reach high app store rankings, and go viral.

But first, let’s put things in context. In order to reach the app store’s top charts, an

app needs to be one of the most downloaded apps in a certain country on a specific

day. The exact figure varies from country to country, depending on the number of

mobile devices used by its population as well as the total amount of daily downloads

in the country’s app store on that day. Achieving such a high volume of downloads in

a single day as a newly-launched app is extremely challenging and nearly impossible.

Most of you must be thinking it’s completely reckless to go through so much of a

company’s budget after just launching an app, however, it’s worth the risk. Choosing

the right launch strategy can make or break your app, so instead of thinking of this as

a one-time splurge, consider it a long-term investment. Acquiring a large amount of

organic users right in the beginning is only a launchpad for more and more to come.

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How to take over

the app store in

48 HoursThe post was originally published on The Next web

08

I’d like to use an example from my own experience working with Pfizer. The company

set out to launch an app that aims to educate the market about its solution for

Growth Hormone Deficiency in children, which enables parents to track their

children’s development. Pfizer ’s main goal was to promote the app to a prominent

spot in the app store.

Our main goal was for the app to reach a prominent spot in the app store while

attracting as many parents as possible to it. We starting by rolling out a highly

targeted mobile campaign that lasted two days and ran on various social, RTBs and

ad networks.

Within 48 hours, Pfizer Reached the App Store’s Top 3 most downloaded apps, thus

increasing organic download rates and lowering CPI. The average CPI during the

campaign period was half of the average cost in the market. Our most outstanding

accomplishment however, was attracting quality users, ten of thousands of parents

that used the app and remained active for a long period of time.

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How to take over

the app store in

48 HoursThe post was originally published on The Next web

08

So how’s it really done? Let me break it down for you:

What to Do

Concentrate your efforts on a short period of time for an aggressive marketing

campaign and focus on the following steps:

Media Buying

Run campaigns across as many ad networks, RTBs, exchanges and major social

platforms as possible. The goal is to reach as many users as possible, and

therefore maximizing your sources can be instrumental in reaching that goal.

Do not opt for incentivized platforms or bots as it’s against Google Play and

Apple policy and compromises the quality of users. It might seem tempting but

make an effort to refrain from incentivized platforms, as they won’t earn you

engaged and active, loyal users.

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How to take over

the app store in

48 HoursThe post was originally published on The Next web

08

Check the price of each offering and choose the cheaper kinds in order to

maximize your budget. As mentioned earlier, the goal here is to purchase media

from as many sources as possible, and if you opt for the more expensive ones

you’ll simply run through your budget quicker.

Monitoring

Check your results in real time, ideally once every hour. Since the campaign runs

for a relatively short period of time, it’s important to check in as frequently as

possible to make sure you’re heading in the right direction.

Optimize your campaign results according to the data you receive. Checking

your campaign results regularly allows you to catch problems and deal with them

immediately.

Once you’ve reached the App Store’s Top Ten, continue purchasing downloads

until your budget runs out in order to stay in the top ranking for as long as

possible.

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How to take over

the app store in

48 HoursThe post was originally published on The Next web

08

What to Expect

A high App Store ranking

A dramatic boost in organic downloads as a direct result of a high placement in

the App Store’s top ranked apps

A significantly lower CPI as a result of the massive amount of organic downloads

An established user base

As you’ve probably noticed, the actual process is more complex than it seems. Most

global brands and startups don’t have an experienced team of media buyers and

creative professionals who are able to deliver top level results. Achieving outstanding

results requires an outstanding team, and therefore my last suggestion would be to

spot a trusted partner to work with that’s able to perform to that level on mobile.

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How to take over

the app store in

48 HoursThe post was originally published on The Next web

About us

Moburst is a full service, global mobile marketing agency that helps

companies grow their mobile business. After redefining hundreds of apps

and A/B testing every possible feature in every vertical, our team knows

what works for each product, and how to deliver the most relevant

experiences for each user. We love solving clients’ tough mobile challenges

and believe that the combination of creative thinking, advanced technology,

and data drives success at scale.

Hundreds of companies, from local startups to large global brands such as:

Microsoft Accelerator, Get-Taxi, Conduit, Sony Music and Nielsen Innovation,

have leveraged our product refinement, app store optimization (ASO), user

acquisition, and mobile consulting services to enhance their product and

maximize their KPIs.

Every day, our team’s mission is to innovate creative solutions that connect

brands with highly targeted audiences that convert into loyal users.

Moburst has offices in New York City, Israel and San Francisco.

To learn more, visit www.moburst.com or contact us at hello@moburst.com.

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