Despite the hype about mobile apps, it remains difficult to "monetize" them, for several reasons. Most apps sell for low prices, so a developer needs huge volume. But volume means getting noticed, and simply creating an app and listing in on an app store does not guarantee attention.
That increasingly means a successful app not only has to provide value, but has to be promoted. And that means all the traditional thinking about traditional marketing still holds. Developers have to take affirmative steps to promote their apps; they won't sell themselves.
"The App Store is not a marketing vehicle; it is a distribution vehicle," said Raven Zachary, president of digital creative firm Small Society.
Of course, not all apps are sold. Some are themselves marketing vehicles. But an iPhone app can cost $50,000 or more for an agency to develop. So even the marketing vehicle must be marketed.
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