Why are some app publishers more successful than others? We all have access to the same tools, we contend with the same competition – we all exist in the same ecosystem. For that matter, why is any business more successful than others in its industry?
True, some businesses are better funded than others and that can definitely provide an advantage. But what sets most businesses apart, including app publishers, is the talent and expertise that are in play with these companies. If you could shadow Donald Trump or Warren Buffet for a few weeks, you’d probably learn some pretty good tactics on making money.
For publishers with apps that have a consumer focus, communicating with users can have a huge impact on success or failure. Wouldn’t it be great if you could peak behind the curtain and learn the approaches of successful publishers so that you could use these strategies for your own business?
Actually, Localytics has done the work for you with their
new e-book “Real Life Examples of Killer App Marketing.” The publication examines messaging strategies, both inside and outside the app, for 18 successful apps. It takes a deep look into each publisher’s approach as they communicate with their users. Specific examples and rationales behind the use of messaging are provided as the eBook examines what these companies are doing and what makes the strategy successful.
And it’s definitely not one size fits all. Each publisher utilizes messaging in a way that makes sense for its app type, its users, and the company’s goal for monetizing it's mobile strategy. Each approach is unique, but there is one thing they have in common, all maximize the opportunities for communication with users.
In addition to the mini-case studies on each publisher and their messaging tactics, the eBook examines the universal components of a successful push messaging campaign, which include the following philosophies:
1. Easy to subscribe
2. Built upon user segments
3. Uses personalized, actionable language
4. Carefully timed
5. Follows a methodical frequency
6. A/B tested
7. Deployed using marketing automation
8. Measures important metrics
One of the things that stood out to me as I read the 50 page document is that it seemed that each app was built as a communication vehicle. It was more than a strategy, messaging (communicating) was not an intrusion for the user, it was part of the functionality of the app.
And then I started thinking about my apps and my approach with communicating through messaging and realized that I had just scratched the surface of using messaging as a marketing strategy. And since I am still in the process of putting the finishing touches on updates to my holiday apps, I snuck in some new tricks I learned for from the book, I think Santa is going to be very good to me this year!
The
complete eBook is available to download on the Localytics website. Expect to spend some time reading, because it’s very in-depth, but that’s a good thing, you won’t be wasting your time as you soak in all the good info.