App Marketing: 90 Percent Zombie Apps in App Store

Not only does content marketing or PR own what is creating the first visibility in order to achieve an interaction. This also applies to App Marketing where mobile applications can only succeed if they have found true, downloaded and then be used. The two major application stores (iOS and Android) are "The Places To Be", when it comes to bring its own application on tilted users.

However, with nearly two million applications per App Store, it is clear that the Willpower Found is not so trivial. The difficulties here, but not only the large number of applications, but also the structure of App Stores.

The Berlin app analytics startups adjust the previous years, the Apple App Store analyzed and promoted interesting results to light.

Zombie Apps

About 90 percent of apps in the App Store called settle as "Zombie Apps". These are not in the many lists and rankings of the App Store to find, but should be sought directly in order to download. This assumes that the user must know the application from another location or have been passed on to other advertising media to download.

The number of zombie applications seems independent of the increase in the number of places on the list to continue to increase. But it also seems that if a reduction in the list positions leads to an increase in Zombie Apps.

This result adjusts to the fact that the dominance of popular apps is growing. Average therefore busy (!) Non-zombie applications at peak hours, almost half of all list seats. After the reduction of seats in July 2014, these rates fell to 33 percent, rising today, but to rise to 38 percent. These are averages. Individual applications still show significantly higher dominance.

    Facebook owns four of the five most popular applications on smartphones accounting for 62 percent of all downloads on both stores in May, which shows how much real estate listing a single brand can hold. Lower the lists, the problem is much more widespread than a single publisher, especially love in distant markets.

Because applications are of course submitted in various categories and countries, and appear on success in several ads / rankings, but not one application occupies a place in the list, but was significantly larger. These spaces are new applications are not available.

App Marketing

Now you can whine and Apple (and Google) demand to improve ads in application stores to introduce, for example, lists that so zombies applications "New and Recommended" and counter. But wait until these changes can help short-term only slightly.

It is therefore to optimize the own (app) marketing to identify all the points of contact for potential users and each to promote their own application better. It costs money. On the one hand, you will have to pay advertising, on the other hand, are also the coveted influencer, not to have free. Because these must be treated individually and jointly developed with them an approach, besides the fact that they charge for their scope and also quite rightly money. A "favorable" press release with "XY GmbH now has an application" for more than seven years no longer works.

Yet the cost of marketing the app are terribly underestimated. I advise the most to, though it varies greatly depending on the application market and target, the same amount, one for application development, including all public services development (Total Cost of Ownership ), Start again for marketing in the first 18 months should.