Peggy Anne Salz

Users are searching for your app using keywords – but they are increasingly looking for your app because they know it by name. Having a strong app brand will get you noticed, and boost your paid campaigns. Simply put, brand building plays a central role in successful app discovery and sustainable user acquisition. The good news: app developers no longer need to be convinced that building a brand – and cultivating an engaged community of brand advocates to spread the word – is their number one priority. The not-so-good news: there is no one-size-fits-all and the channels you leverage will depend on the developer’s app marketing and UA objectives. To help you make the match I catch up with Natalie Griffith, owner and CEO of Press Space, who discusses a proven formula you can follow to promote your game – and brand — in a compelling and consistent way.

As the App Economy matures and becomes increasingly more competitive, you need to get smarter about how you acquire users and engage your wider app audience at ALL stages of the funnel. You are sure to get the best results if you take your cue from what’s happening in your app category  — and step up efforts to build your app brand, not just the momentum of downloads.

As a mobile app or mobile gaming company, you don’t need to be sold on the value of data and analytics. You pour over app store analytics that details your competitive landscape and how your app stacks up against rivals. You also harness data to plan effective UA, track and evaluate the results, and calculate LTV based on the outcome. If you are serious about your business, you depend on the data – particularly LTV – to define your wider app marketing strategy and fund growth.