There are many avenues for driving awareness and acquisition of a new app, all of which can be useful depending on the app itself and its target audience. There are three channels, however, that should be included in the promotion efforts of every app:
- App Store Optimization
- Search Engine Optimization
- Social Integration
While all three of these channels tend to be highly competitive, they share the benefit of being earned media, which is the most trusted form of advertising. This means that performing well in any of these channels will result in a higher level of customer affinity with your app than paid media channels. The affinity achieved through earned media results in more word-of-mouth promotion, both online and offline, multiplying the app’s reach exponentially…
