10 Tips to Market Your App and Win the Global Market


You’ve finally developed your dream app and uploaded it to the app store; you have waited days for downloads to come in but just have had no luck.

The competition is fierce. You are still struggling to drive more downloads and differentiate your app from the other hundreds and thousands of apps on the borderless app store.

Appier’s co-founder and CEO Chih-Han Yu shares with us 10 important tips on how to market your app to the global market based on his previous experience running a mobile gaming studio.

1. Segment and define your target customers

While we want everyone to love our app, the first and foremost rule of marketing is focus. It is more important to be able to develop a strong product with a focused target segment and a group of loyal users than to try to build a product that “sort-of” meet the needs of every segment.

2. Test before you launch

This is a simple, yet often forgotten rule for many people. Remember to always test out your products prior to launching them.

3. Optimize your App store strategy

And let’s not forget about app store optimization. If you want to have organic growth in your app store, you need to make sure that your ads are appealing enough to entice users to download your app first.

4. Strategize for every region and country

Every market is quite different even if they use the same language. For example, Hong Kong, Taiwan and China have very different user behaviors and preferences even though they are all Chinese-speaking. It’s crucial to recognize that every region and country is different and strategize accordingly.

5. Localize not only the language, but also the game play for each country.

Localization goes far beyond just translation. It is important to prioritize the markets and understand how they all fit into your overall strategy pipeline. Define clear objectives when entering each market and measure the ROI closely. Have a country-level business plan.

6. Be wary of over-generalizing your promotion strategy

While it is important to carry out a consistent marketing and promotional strategy, it’s important to understand the differences between each promotional channels and regions. The ‘One-size fits all’ model might not work across all promotional channels.

7. Strategize all promotion channels, utilize each channel’s strength

Along with #6, you need to understand your market and know what channels to leverage for your target audience. For example, outdoor billboards may be a great tool for promoting games & product awareness in Southeast Asia when you have more than three games on the market.

8. Align your launch dates across all channels

Timing, timing, timing! Be sure to align launch plans and dates across all channels and markets – this is not only helpful in creating a ‘larger voice’ in the market but also extremely important for the success of your business operation and resource allocation.

9. Quantity, price or quality? Prioritize your focus at each stage as you usually can’t have them all

We want our product to be perfect. Sometimes things just don’t go this way. You need to pick your priority and optimize for that. If you want to have them all at the same time, you may never launch your product. Launch and iterate.

10. Measure ARPU (Average Revenue per User) accurately and tune it continuously

Track and measure ARPU will help you better understand your business and how much to invest in promotional channels. It’s not always easy to do this, but don’t give up! If you can track CPI and ARPU accurately and optimize them towards your target, you would be well on your way to winning the global market!

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