5 Handy Tips for Marketing of Your Android App

Marina Astapchik
IT Trends Research Specialist
August 1, 2012

Android apps are now available on Google Play (formerly Android Market), a digital entertainment hub of the US-based Internet giant. Google Play is accessible from the web as well as from the Play Store mobile app on Android and Google TV devices. In fact, Google's long-term goal is to roll out as many different types of content as possible for people around the world.

With over 600,000 mobile applications today, Google Play has something for everyone. Android users download over 1.5 billion applications and games from it each month. For software vendors and indie developers this number of apps may seem inspiring. In order to realize your idea and get a huge amount of downloads, you have to thoroughly prepare and successfully run a winning marketing strategy. Below are a few helpful tips on how to secure a good future for your Android application.

1. Excellent application
Although it may sound commonplace, but the first and the most important part of marketing is the Android app itself. Sadly, but a large number of apps on the market are DOA. To make your app really noticeable, you have to identify its unique value, target audience and the message. From the technical standpoint, it should be tailored in accordance with all the requirements and undergo QA testing. It is also critical to choose a proper name for the app. It should be catchy and convey the essence of your app. Furthermore, a good looking icon and captivating design are equally essential. One should remember that consumers will find the app useful if it is indeed unique and meets their needs.

2. Choose category
On Google Play, mobile apps are divided into 2 types: "Games" and "Applications". At the moment there are 8 categories for Games (Arcade & Action, Brain & Puzzle, Cards & Casino, Casual, Live Wallpaper, Racing, Sports Games, Widgets), and 26 categories for Applications (Books & Reference, Business, Comics, Communication, Education, Entertainment, Finance, Health & Fitness, Libraries & Demo, Lifestyle, Live Wallpaper, Media & Video, Medical, Music & Audio, News & Magazines, Personalization, Photography, Productivity, Shopping, Social, Sports, Tools, Transportation, Travel & Local, Weather, Widgets.). Your Android app may fit into more than one classification. Incorrect sorting can significantly reduce the number of downloads. To make your app easily discoverable for users, it is very important to choose the appropriate category.

3. Pricing
Price for your Android app will definitely play a significant role in the marketing strategy. Google Play gives an opportunity to set prices for your apps in multiple currencies. (This option is now available only for a limited number of locations.) For USD currency, the allowable price range is $0.99 — $200. However, the intense competition makes some developers start off at the lowest price of $0.99, which can make it extremely difficult to break even. Therefore, do not be afraid to charge what the app is worth. Of course, there are people who will never pay a single penny for your application, while there are many other people who will be glad to buy something really great.

4. Build buzz
Creation of buzz around your Android app is not merely a “nice-to-have” option, but a vital necessity. To promote your app:

  • Leverage the opportunities of social media, i.e. Facebook, Google+, Twitter, LinkedIn, etc.
  • Create a video about your app and upload it on YouTube and other websites. A video with background narration showing some of your Android app's greatest features in action will be extremely helpful to attract wide audiences.
  • Write effective press releases and post information about your app on forums and blogs. Posts with good descriptions and attractive screenshots can spike the number of installments, generate discussions around the app and provide you with feedback from people other than your friends.
  • Run ad campaigns, including viral ads.

5. Get featured
The ultimate purpose for marketing of any Android app is to make it appear in the top list. Featured and Editor’s Choice mobile applications are chosen by Google Play editorial team. There are several options for getting featured on Google Play:

  • Featured: new great apps;
  • Staff Picks: rotating set of outstanding apps;
  • Top Free: the most popular free applications of all time;
  • Top New Free: popular free applications that are less than 30 days old;
  • Top Paid: prominent paid mobile applications of all time;
  • Top New Paid: prominent paid applications that are less than 30 days old;
  • Top Grossing: apps and games generating the highest revenue (including app purchases and in-app payments);
  • Trending Apps: apps that show incredible growth in installs in the last 24 hours;
  • Editors’ Choice Apps: the best Android apps of all time hand-picked by Google Play team;
  • Top Developer: a listing of the very best developers on Google Play.

Marketing of Android apps should by no means be a passive activity. It is erroneous to assume that if your app is great, it will do the rest of the job itself. In reality every Android application developer is trying to stand out in a very crowded marketplace. The above mentioned useful tips for Android app marketing will help you get the most out of your app.

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