The digital ecosystem is in constant evolution, but to keep up with a fast-paced environment, marketing experts must get back to basics — even more so when it comes to app rankings.
Then, traditional optimisation must be considered. Many marketing folks seem to have forgotten that, however.
Mobile App Ecosystem
In a recent article, TechCrunch argued that “in the early days of the mobile app ecosystem, app developers were largely focused on a single metric: They wanted to get their app ranked highly on the App Store’s top charts.”
Guess what?
The most problematic topic that has emerged is the measurement of success for apps.
In fact, a slew of mobile & app developers have been using SEO specialists to these days “to get their app ranked highly”, simply because, I’d argue, SEO website techniques are similar to those that must be carried out with regard to app rankings.
Strategy
In this context, a broader digital approach is essential.
- New apps as well as any new digital product must increase authority both in absolute terms and against mature businesses, which are in competition – all this considering that peer groups are seldom easy to identify.
- Action: consider a broader digital strategy, spanning SEO, PPC, Display and so forth.
- Ranking systems are backed by thousands of variables, which trigger different results in the algorithm.
- Action: do not rely on a single metric, but consider engagement, download and bounce rate, for instance.
- Behaviour is never going to be easy to predict.
- Action: use such techniques such as attribution models.
If you want to discuss this topic further, feel free to email us at info@hedgingbeta.com