Top mobile app marketing companies interview: GOWIDE
Dmitry Bogdanov is the General Manager at GOWIDE. GOWIDE is a mobile ad network that was founded back in 2013. The company is located in West Vancouver (Canada) and as of March 2018, it has 20 employees. Dmitry is enthusiastic about mobile advertising and performance marketing and feels like blockchain will be a game changer for the ad world in the nearest future.
Here’s what Dmitry Bogdanox had to say about GOWIDE and the world of mobile advertising.
What does your mobile app marketing company do?
GOWIDE is an expert in digital advertising with a 5-year experience in performance marketing and lead generation for mobile applications. We have created a broad mobile ad network that combines over 100 direct and affiliate channels into a top-notch user acquisition platform for brands, marketers, and publishers.
What clients have you worked for?
Any business that wants to market their mobile app – from advertising and lead generation to ad creatives design and media buying optimization – will find a good fit working with GOWIDE. Mobile user acquisition is the all-in-one service we provide to mobile marketers and publishers. We focus on quality performance marketing and we deliver tangible results – whether it is app installs campaigns or user engagement opportunities.
If you had to choose one category, in what kind of app marketing strategies does your mobile app marketing company stand out from the rest?
Our strategic focus has always been set towards satisfying specific demands of businesses in the ever growing mobile market. With this idea in mind, we are running GOWIDE mobile ad network to provide mobile app installs and user acquisition services for networks and publishers.
What are the basic KPIs every app marketer must keep in mind?
App marketing starts with audience research to find the best fit for your mobile app. You want to acquire users that would come through the entire flow, including click, install, desired actions. GOWIDE enables banner, video and social ads to help you reach out to best fitting audiences.
I would describe these basic KPIs to keep mind:
- Click-to-Install Rate (CIR) compares how many users clicked your ad and installed your app. Sources with better CIRs are likely to show better performance. Remember about incentive ads generating high CIR, which are best for app install campaigns but not for user engagement.
- Retention rate (RR) helps identify audiences that engage within your app. For example, users who opened your app 2, 7 or 30 days after the first install. The more users you retain, the higher ARPPU you are likely to receive.
- Loyal (paying) users or those who are most likely to make monetary transactions. These users perform registration, subscription, or make an in-app purchase, and they eventually improve your app’s LTV.
Which strategy is the best to make an app the number 1 on an app store?
It should be a mix of marketing efforts, including influence marketing, social media, mobile app installs campaigns, App Store Optimization, offline promotions and conferences. App marketers should be confident in choosing between advertising agencies, platforms, and networks. If you move your app marketing strategy towards mobile app installs and user engagement campaigns, GOWIDE will be a good fit for you.
Let’s focus on iOS and Android app stores. Which are the Pros and Cons of each app store when developing an app marketing strategy?
The choice between iOS and Android app stores should come down to target audience and monetisation plans. In general, iOS users actively engage with in-app content and wish to spend more for apps. Latest iPhones and iPads have always been popular among young and professional influencers from Western Europe, North America, China. In contrast, Android-operated devices are used by people from disparate audiences and groups. Google’s mobile OS has taken over a strong market share in Asia, Africa and Latin America.
A better app marketing strategy promotes cross-platform versions of an app. However, if you are looking at both iOS and Android audiences, pay attention that your marketing dollars should be spent when and where your target users are more likely to engage.
What is the best way to monetize a mobile app?
Mobile ads, freemium, and IAP have proven their efficiency as business models that a majority of app owners and publishers prefer to use for monetizing their applications. Free downloads and incentivization along with mobile subscriptions allow to make money too. However, it is a good question which model is best to implement to each specific app, because it can happen that you have built an app that’s never actually needed to the market or it’s has been designed for and targeted to a wrong or too narrow audience.
While you can invest a lot in advertising your mobile application, the app itself may have inconvenient interface or offer users things they never need. So before you come up with a final decision on the business model, do some research and run a series of tests across different segments and niches – this will allow you to collect valued data and feedback to make your decision.
What are the most common problems that app marketers face?
Growing user base and increasing in-app engagement rates are the common challenges most marketers face. Lack of users interacting with free and paid content within your app dramatically impacts the LTV and makes your app perform slower.
Running quality mobile advertising through media buying platforms like AppBooster SSP and also cooperating with mobile affiliates companies like GOWIDE Network will help you promote your app across global inventory and acquire users that convert down the funnel – those who engage with your app’s content and make IAPs.
What advice would you give to app owners that want to promote their apps?
Mobile analytics helps make right decisions. Whenever you launch an app marketing campaign you first want to make sure that in-app analytics software (ex.: Google Analytics, MixPanel, AppsFlyer, Kochava) is in place and you are receiving relevant performance metrics in real time.
Don’t bind to one or several channels such as Facebook or AdWords. Spread your activity across multiple sources of high-quality traffic including ad networks, affiliates, and platforms.
Why is MobileFirms useful to you?
MobileFirms appears to be a good source of ideas, reviews, and insights about mobile for agencies, networks, developers, publishers, and other businesses in the digital advertising landscape – and maybe beyond.
Go to MobileFirms GOWIDE mobile app marketing company profile to get more information about them.
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