Before you launch an application campaign, it is important to determine what the overall goals for each iPhone/iPad application marketing campaign will be so that as the plan is implemented, you can measure it and have some measure of success. Here are just a few objectives that you might pursue with your marketing campaigns:
Direct traffic to your application’s product website Keep in mind that you have all the control over your product website. You can develop search engine optimization programs to drive traffic to your website. You can utilize banner ads and email campaigns to direct traffic to you product web pages. You have much more flexibility in what you can post to your own website than you do on the Application Store.
Increase application sales on the Application Store This is obvious, but you want to have a goal to increase sales by a certain amount so that you have something to measure and track against. If you are only seeing 10 downloads a day, then set a goal to realize 20 downloads a day and so on.
Establish a brand Establishing a brand takes time and effort but is necessary and important to building long term success. You establish a brand by being in front of your target audience. This is done by developing a common look for your apps and icons and developing a website that also carries the same look of your brand. Measuring brand awareness is more difficult, but your initial goal should be to simply establish your brand.
Bring back old customers to look at your newest application While you don’t know who your customers actually are from Application Store sales unless you’ve persuaded them to register on your product site, you can conduct campaigns that will bring some of them back to your new application. This can be done through banner ads, email campaigns, and blog posts. You can mention that you are the creator of the best-selling application that they used to enjoy.
Your campaign goals can vary from meeting basic expectations to very lofty revenue aspirations. The key behind setting goals is to be realistic, based on your overall budget and your time frame. You will only set yourself up for disappointment if you set a goal to be achieved in two days that realistically could take more than two months to produce the results you have in mind. You will be equally disappointed if you expect huge sales but have a very limited marketing budget. Here are some sample goals that you might pursue with your marketing campaigns:
Establish your application as the hottest new entrant in the Application Store Lifestyle category.
Increase online ordering conversion rates from your personal website.
Increase overall leads while minimizing cost to obtain new leads.
Successfully cross-sell to your existing application customer base.
Always have a clearly defined goal in mind prior to launching a campaign. Not all campaigns have the same purpose. Your overall goal is to drive application sales, but in some cases you are also trying to build awareness for your brand and attempting to get your name recognized in the Application Store.
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09102010
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