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Why app developers should prioritize mobile marketing

Mobile marketing for app developers is a critical lifeline for sustainability. The mobile app company poverty line rests at about $500 per app in monthly revenue, but half of iOS and 64 percent of Android developers fall below this standard (1). Regardless of your industry, this isn’t a sustainable business model.

The more optimistic side of this news is that business-to-business centered organizations are in a generally more favorable situation. While only 16 percent of developers cite enterprises as their target audience, but they have double the chances of generating more than $5,000 per app per month. They’re even more likely to earn upwards of $25,000 on a monthly basis for a single app.

Enterprises that develop apps designed as business tools tend to fare better than those meant for entertainment, but they still need to be marketed effectively. Roughly half of app developers put less than 25 percent of their monthly budget toward marketing, which doesn’t allow much space for gaining notice from buyers, especially on an enterprise scale.

Push notifications have become the industry standard for most mobile app companies, but these organizations increasingly need to take advantage of customer segmentation to make certain marketing messages get in front of the right audience (2). Without a more strategic mobile marketing framework, app developers may face a tough road ahead.

1. Developer Economics Q3 2014: State of the Developer Nation
2. Mobile App Marketing Grows Up

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.