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Explore a mobile app “Test Market Campaign”

Explore a mobile app “Test Market Campaign”

The development of a mobile application is a significant event for any corporation, team, or individual. As the app approaches its final stages of development, there is a tremendous temptation to rush that nifty new mobile application directly into the hands of consumers. Before that action, the product owner should ask one critical question: “Are we ready?”

A critical path to confirm the app’s market viability is to conduct a test market campaign. Establishing reliable numbers allows the development team to understand what is functional and what is lacking. A market analysis provides insight to what you don’t know about the marketplace.

Within the test market campaign, individual goals should be established on a timeline, and if those goals aren’t met, the company needs to be prepared to go back to the drawing board. An active test marketing campaign will answer many new questions, some of the benefits include the following:

  1. Seeing if the product/service is viable in the real world
  2. Analyzing if the marketing strategy needs a revamp
  3. Measure how consumers will respond to the product/service
  4. Gain feedback from customers before product launch

Overall, conducting a test market campaign before launching a major media buy and mobile advertising campaign is beneficial to the company. It can help to work out the minor (and sometimes major) details of the product/service. A major advantage is that it provides the product owner with insight into the relationship between the market and the product. It lets the consumer be a part of the overall process of creating something new, and that is good for business.

A test market campaign would be wise to use in this situation if time and money permit the organization to do so. The test marketing can be used to tweak the final product or modify how to market it better to the public.

Jumping into major campaign without a marketplace analysis is like jumping into a puddle of muddy water. You have no idea how deep the water may be or if there is broken glass just under the waterline. In short, it can be a terrible decision. Before you risk the fruit of your labors, take the time to investigate the viability of the marketplace.

Social media provides an opportunity to express your thoughts

Social media provides an opportunity to express your thoughts

Due to social media, a single person’s comment, tweet or like can be amplified on a global scale. No longer are you speaking into an empty space, that voice can be heard around the world.

Since the dawn of time, the way in which people interact and communicate continues to change. For July 2015, the top three social media outlets are Facebook, Twitter and LinkedIn. People share their thoughts in various social platforms. With each form of social media, there is a different purpose, a separation between audiences.

In the world of business, understanding your company’s audience leads toward building a better business. In 2013, University of Massachusetts, Dartmouth released a study evaluating the social media activities of the Fortune 500 list members. The study found that 77% of those companies are tweeting and 70% are on Facebook. There has been a heavy increase in blogging since 2008.

“A wise man will make more opportunities than he finds.” – Francis Bacon (1560-1626)

In 2013, Oreo Cookies capitalized on an unscripted moment in life. Over 111 million people were captivated, as they sat watching live TV. During Super Bowl XLVII, the stadium lights at the Mercedes-Benz Superdome in New Orleans, Louisiana went black. The power went out – the game came to a screeching halt. Within moments, a wise advertising professional sent out a tweet that captured that moment for their own corporate gain. Oreo sent out the now infamous “You can still dunk in the dark” tweet.

Social media has allowed customers and companies to communicate to each other, directly through a simple comment. Consumers demand companies be responsive to the concerns of their consumer base. Social media has made it easier for people to express what they like and what they don’t like. Being responsive to their customer base is now the expected norm for any company of any size.

Mobile application security

Mobile application security

With millions of mobile applications available for your smartphone, the question of data security has emerged as the key concern among experts. People load their smartphones with a wealth of information including credit cards numbers, banking data, and corporate server access codes. Our phones provide access to both our very private, personal and work lives. The result has made smartphones a valuable target for hackers. On the forefront of mobile app marketing and development lies the question “How secure is our mobile data?”

Functionality Overrides Security in App Development

The drive for app functionality has often outweighed the value of mobile security. Three out of four applications will fail basic security tests, and 96 percent of all organizations use at least one high-risk application. Different applications have different security needs. Discovering the balance between security features and the app’s functionality is part of the development life-cycle. Because of this competition for resources, not all applications have the same level of security.

App stores are filled with applications that mostly prove their advertised usefulness. Nevertheless, enterprises and individuals should not use them without paying attention to their security. They should download and use only those applications that have successfully passed security tests conducted by specialized application security testing vendors.” said Dionisio Zumerle, principal research analyst at Gartner.

Data Leaks at the Centre of Security Flaws

The biggest security flaws identified by developers involve attacks on data in applications where developers were unaware of vulnerabilities. The use of personal algorithms in place of proven modern algorithms has been the main pitfall. A lack of data encryption leads to risky storage of data and exposed back-end services leave data unprotected from unauthorized access. Personalization and the use of analytics in mobile app marketing have provided another major issue with “leaky apps” that allow people to gather personal information that can be tapped if not properly secured.

Encryption is the Future of Mobile Security

Encryption of data is critical to protecting the integrity of data. Recent news of Apple’s iCloud hack and demands from the FBI for Apple to decrypt the San Bernadino terrorist’s iPhone illustrates the critical role security plays in our lives. These discussions illustrate an ongoing debate in the development community over security concerns. All this media attention should be seen as positive because it highlights that mobile app security has become a priority in the consumer market. While the number of unsafe applications on the market remains high, recent applications have made strides to develop a safer environment for consumers.

Recently WhatsApp introduced end-to-end encryption, securing all conversations to only the participants involved – unable to be accessed even by the developers. As people demand a new standard for mobile app security, the battle for encryption will continue to grow, highlighting the discussion between private and public safety. If you have questions about mobile application security for your firm, contact our development team here at Colure.

What is a mobile application “cost per install”?

What is a mobile application “cost per install”?

Mobile apps are a critical component of our everyday lives. They affect our interaction with almost everything and everyone. Our actions often revolve around some type of mobile application. As companies maneuver to create new apps, they have to decide what is the most cost-efficient manner to market their application.

One question that surfaces is “which is the best way to measure the client acquisition and marketing costs for our mobile application?” One of such method of measurement called “Cost Per Install” (CPI).

The Cost Per Install model measures the net cost to the application developer for each download of their application to a single user. In other words – how much does it cost to deliver a single copy of an application to a single consumer. Media companies such as Facebook and Twitter, for example, might advertise your shiny, new, mobile app on their high traffic sites and garner countless numbers of clicks and impressions. With CPI, your advertising budget pays only when a user actually downloads and installs the application – not for the volume of click traffic on your advertisement (or Cost Per Click – CPC). Therefore, the more installs the advertisers gain for your app, the net cost per download to the application developer is reduced, thus creating greater profits. By using this method, it guarantees that you, as a client, pay for only as much as your campaign is actually producing. The downside is that your user loyalty or activeness volume is not accurately documented. This measurement is calculated through Cost Per Loyal User (CPLU).

In late 2015, Twitter introduced Cost Per Install as part of two models for clients to advertise on their platform for mobile downloads. According to their beta partners, the CPI model presents the highest cost efficiency – lowering the cost for advertising by nearly 30% compared to its previous model of Cost Per Click (CPC).

According to Fiksu’s Cost Per Install (CPI) Index for November 2015, it measures the cost per app install due directly to its advertising to cost approximately $1.54 for iOS acquired users and $2.27 for Android acquired users.

As business owners, ideal conditions would call for acquiring the highest amount of quality users with expenses that would maximize their Return on Investment (ROI).

At Colure Media, a mobile app marketing firm based in New York City, we structure advertising campaigns that would guarantee downloads, lowering your cost per install and increasing your mobile app users. Contact our campaign advisors to discuss your operating costs for your next project.