With more than 2 million apps available in the App Store and on Google Play today, there is a significant need for businesses and their marketers to deeply understand their users to win in this competitive environment. As a co-founder at Gallop, I have been immersed in the mobile industry, working closely with customers large and small to build, grow and monetize their mobile presence. Since I started my career, the mobile marketing ecosystem has changed dramatically — particularly over the last couple of years. Understanding some common misconceptions will help ensure mobile app marketing success.
Misconception #1: Inexpensive users equal high-quality users.
Most mobile app marketers are familiar with the CPI (cost-per-install) metric, where the name of the game is getting the cheapest user. By focusing on this metric alone, the question becomes: Do you want cheap users or good users? Getting cheap users is easy, getting good users is not. In mobile gaming, the top 1 percent of users tend to be the biggest spenders, driving the majority of an app’s revenue. In fact, our gaming customers have found that these “whales” make up more than 90 percent of their total app revenue. The million-dollar question is: how can app marketers get more whales?…
5 Misconceptions About Mobile App Marketing That Can Stunt Valuable User Growth
