I founded Moburst as a result of noticing a gap between requirements needed to succeed in mobile, and what traditional marketing agencies were offering. Digital marketing agencies are not sufficiently proficient in the intricacies of mobile marketing, and treat mobile as just one of the marketing channels, instead of recognizing its potential to do much more.
The need for a mobile-only agency, focusing exclusively on mobile, was very clear. So we decided to establish Moburst to fill the gap. This proved to be a smart decision as the demand for expert mobile marketing continues to rise, evidenced by the rapid global growth of our agency, with branches in the US, Latin America and Israel.
You have helped many companies promote their apps - which project are you most proud of and what was the outcome?
It’s hard to choose only 1 project to be most proud of. We’ve been lucky to help a lot of clients across different industries to achieve their business goals and beyond. We are very proud of our collaboration with Google, one of the world’s biggest companies and technology tycoons. After nearly 4.5 months of due-diligence, we signed them as a client. We can’t disclose too much about it, but we lead and market their mobile strategy for key apps in both the Apple App Store and Google Play. Considering they are actually the world’s largest app store, no one can evaluate our efforts better than Google themselves. With this, we are humbled and honored to be a pivotal part of their strategic growth.
What are your 3 top tips for startups that develop apps to get traction and downloads?
My first tip would be - ASO. Every app should start with ASO to get more organic downloads, higher discoverability in the app store, better conversion rates and improved rankings through a variety of content and creative strategies.
Next, if startups have a media budget, they should start running campaigns to attract their ideal audience. Try hyper targeted campaigns, where you can pinpoint quality users. But to be honest, downloads are not the most important element for startups to focus on. You need to focus on retaining and re-engaging existing users as well. This media buying tactic is called retargeting, and it’s very important for every app, since it’s cheaper to retain an existing customer than to acquire a new one. Instead of spending a significant portion of your budget on recruiting new clients, you can spend less to engage and monetize users who already showed interest in your app by downloading it.
My last tip would be to focus on the product itself and constantly improve your app according to users’ behavior and needs. Implement deep analytics and set your KPIs to monitor your app performance and refine it accordingly. For example, create the right onboarding process to provide users the best welcome experience possible, after all - this is their first real interaction with the app and we all know that first impressions count the most. Put some good thinking in your push notification strategy. It’s one of your main tools to retain and engage your users, so make sure you’re approaching them at the right time with the right message. Also consider combining gamification within your app, which is another great way to make your users come back for more. So as I said, keep optimizing your app - we don’t want your users to get bored to quickly.
What are the most common marketing mistakes you see among companies marketing their app?
First off, companies tend to run and execute their own agenda without getting feedback, listening to users or stopping to see if their solutions are actually something that people need. They get ahead of themselves and develop sophisticated features that turn out to be irrelevant. In order to avoid this type of situation, it’s important to implement analytics in the app itself, to see how many people use it, how they use it, and how often. It’s also crucial to monitor the retention rates and be able to track each feature accordingly.
Also, putting money towards media buying without proper ASO is a common mistake. Bombarding social platforms with attractive ads to get more downloads, eventually brings the user to the app page in the app stores - which is the place the user decides whether to download or not. Without doing proper App Store Optimization, all media buying efforts are often put to waste as the app page is often mediocre at best. If the app’s page is not appealing enough - all media buying efforts in the world won’t convince the users to click “Download”.
Also, once your app’s page in the app store is optimized, you should use advanced tools to measure and A/B test your app page content to drive optimal conversion rates.
Any tools you use religiously for your marketing work?
Any analytics tool is always must. I recommend Google Analytics, Flurry and MixPanel - to measure almost everything (from media conversion rates when running campaigns to users’ behavior and retention).
We also use ASO platforms like Sensor Tower, App Annie, Mobile Action, MobiledevHQ and Google Keyword Planner. Recently, we conducted a research study to gain insight towards all these ASO tools, to see which was the most reliable and performed the best. Our tests concluded that there were massive gaps between these tools, suggesting the smart decision was to use them all.
Just in time for the holidays, check out Moburst's Top 5 Marketing Tips for Promoting Your App During the Holidays:
You can connect with Gilad through Moburst's Twitter account or Facebook page.
Moburst's blog is also a source of valuable mobile marketing tips and case studies.