App Promotion Summit Insight: ASO, Social Stories and More
30 July, 2018
We recently attended App Promotion Summit (APS) 2018 in NYC, where we met with other industry innovators to learn, network and continue the evolution of mobile. The conference was focused on “defining the future of mobile growth”, examining current trends in mobile and performance marketing and understanding where they are heading.
A key area of discussion was App Store Optimization (ASO), although a familiar topic for M&C Saatchi Performance, the process of driving app installs through ASO is still emerging in the industry as a whole, though quickly growing. Specifically, it was noted that ASO is a crucial channel for organic growth and should not be ignored, especially as businesses and brands continue to increasingly focus on mobile. Though it can be more difficult to quantify the results through this channel than others, every ASO learning lends something vital to understanding the consumer, and the results speak for themselves. Changing even the smallest of variables, which often businesses are not even aware can be changed, can have significant effects. For example, altering app icons in the app store to convey seasonality (e.g. setting up a “Holiday” version of an app’s icon in December), has been shown to have a significant impact on installs.
With increasing interest in this marketing channel, publishers are beginning to ask more questions on measurement, but the information given from Apple and Google remains limited. M&C Saatchi Performance continue to invest in this key channel by defining ways to quantify results and staying ahead of updates and developments.
There was also a great deal of content on the prevalence of Stories in the new social landscape. Instagram was noted as 30% of Facebook’s mobile revenue, with Stories at center. Hand in hand with this, Facebook has its own Stories format, for which the platform has just launched ads, showing a commitment to the format and towards the overall trend of increasing Story inventory on social. Finally, while Whatsapp Stories do not yet have ads, there are more users on them than Instagram, indicating a high likelihood they will soon be open for monetization as well. For brands spending in the mobile space, the rising popularity of the Story interface should not be overlooked.
The summit concluded with some mobile buzz words for 2018, which included “push notification responsibility,” “responsible location data usage,” “right message at the right time,” “user first,” and “machine learning and dynamic acts.” With our commitment to providing the best, mobile-first, digital strategies and executions, we will be providing an insight into these key area’s in the following weeks .
If you would be interested in learning more about how we can work with you on your digital marketing strategies, then get in touch today.