Because the AppStore is the only store that we are allowed to actually sell our iOS apps directly, many developers choose to only list their products in the AppStore. However, by doing so, a developer has ignored many distribution channels where an app can be marketed. In addition, if a mobile developer is on a different platform, many app stores exist for which to list apps. In my last post I covered designing the shelf space of the Place “P” of marketing. In this post I’ll suggest various first tier (app stores) and second tier distribution channels in which to target the Place application of marketing.
Because the AppStore is the only store that we are allowed to actually sell our iOS apps directly, many developers choose to only list their products in the AppStore. However, by doing so, a developer has ignored many distribution channels where an app can be marketed. In addition, if a mobile developer is on a different platform, many app stores exist for which to list apps. In my last post I covered designing the shelf space of the Place “P” of marketing. In this post I’ll suggest various first tier (app stores) and second tier distribution channels in which to target the Place application of marketing.
As defined in my last post, Place is everywhere your product is listed from your website, aggregate app listing websites, and perhaps inside app-listing-apps. Each of these locations is referred to as a “distribution channel” where you channel your buyers to the final target—purchasing your merchandise. The biggest channel on the iOS side of things is the AppStore, which I discussed in-depth in my last post. Other mobile platforms can also list at other app stores or Electronic Software Distributors (ESD’s).
ESD’s and App Stores and their Affiliates
ESD’s used to be the place to go for mobile software. Their descendants are app stores, but both genres have a basic purpose—an aggregate storefront from which to sell mobile software. ESD’s usually showcase software from multiple platforms, app stores tend to focus on one platform. Some ESD’s, like Mobihand, have sub-storefronts, such as onlyAndroid.com, onlyWindowsMobile.com, or power other app stores, such as the Crackberry app store, or provide software, as affiliates, for blogs such as AndroidGuys. Once you list your software on their main site, it’s also listed at all the other sites powered by this ESD. Mobihand also powers an iPhone site, onlyiPhone that uses links to iTunes for purchasing apps, as well as AppVerse, an app discovery social network. We even use Mobihand to power our shopping cart for our antiquated Palm software (which still sells on occasion). ESD’s are the superstores of the app world.
Some app stores are OS-sponsored, such as Blackberry World, or Android Market. Some are third-party sites, such as Amazon’s app store. Some app stores are available only on the internet, some come installed on device out of the box, while others can be downloaded and installed on the device. The pre-installed on-device app stores are most attractive—since people tend to browse for apps more on their phones, plus the installation process, in theory, should be easier. On-device allows for better awareness of apps even being available, although general awareness of apps on mobile devices has skyrocketed in the past three years, mostly due to Apple’s marketing campaigns.
App-focused Websites
In addition to ESD’s and AppStores, many websites exist where you can list your apps. This area of marketing is one I have not had a chance to keep up on, but some sites, such as IUseThis or AppStoreHQ or AppBoy allow developers options to expand on social networks to further influence sales. In the past, these additional “app archives” were essential to getting your app’s name out. We used them a lot to list our shareware—the websites advertised “free downloads” indicating the trials, which increased downloads. The process for listing on these sites was cumbersome and hundreds existed, but it was a great way to get downloads and sales. Many sites still exist and should not be ignored in a well-rounded marketing plan.
Other app-focused websites are AppStore aggregates that help users to browse for apps, but many of these sites are pulling right from AppStore feeds, so you have no control over how your app is listed, except through a well-crafted AppStore description. These sites focus more on reviews, which I’ll cover in a future post, under promotion. However, keep in mind that these sites often list app updates under new releases, even when the AppStore no longer does this, as well as listing price changes. These extra lists do help bump sales—many developers will agree that updates and pricing changes (even increases) generate a temporary sales increase. This bump is most likely from the exposure these aggregate sites provide.
On Device App Showcases and Guides
Another trend, or corollary to the app websites, is for actual apps that showcase other apps via guides or communities. Some apps are created by a developer (Chomp), some by the app-focused websites (AppShopper), some by app-focused magazines (AppGems by Macworld), and some by app segment groups (MomsWithApps). Each of these apps provides the user with a way to discover apps. With some of these apps, sometimes the developer can do something to get listed, other times not. We belong to MomsWithApps, which showcases family- and kid-friendly apps. The group started with a promotional blog and forum, but expanded this year with an app. The app provides a smaller, cluster of apps focused on families and children, giving consumers an opportunity to find that type of app easier.
Your Website
Your website is the biggest distribution channel that you control, outside the app store, and should not be overlooked. If you do not have a website, you are missing out on a big opportunity. You can expand on your screenshots and description, create ways to interact with your customers, and use the power of search to attract customers. You can use Linkshare iTunes affiliate links on your website to link to your apps directly on the AppStore to garner an additional 5% commission on direct (and indirect) purchases. As the AppStore(s) become saturated, people will increasingly search online for apps. Your website is a great marketing tool for this purpose and one of the best places to link to from any promotional activity.
In-App Purchase Storefront
Lastly, one shelf space I didn’t cover in my last post is within your product. If you use in-app purchase for upsells, cross sells, consumables, or the freemium model, be sure you have designed an appropriate in-app storefront. Make sure if you have wares for sale in-app so your customer can find them. No sense in offering in-app purchase if your users do not know they exist.
Summary
Place is a powerful way to market your apps, and oftentimes the most neglected of the 4 P’s of marketing (Product, Price, Promotion, and Place). Ensure you are not missing out on key areas to list your apps, linking to your website, which increases your placement in online search. Best of all, many of these opportunities are free. Be sure to design your ‘shelf space’ as best you can to capitalize on these listings. The more eyes on your apps in more Places, the greater potential for sales.
Be sure to catch the other posts in this series, Applying the 4P’s of Marketing to Apps: Product part 1, Place part 2a
