The Oban Blog

Five key points on International App Promotion

The App Promotion Summit in London was a great event focussing on App promotion growth for mobile apps and games.  With speakers ranging from Google, Twitter and Facebook representatives, App agency and business representatives the event showed what great success you can achieve if you can execute the right strategies to reach your audiences.

The App industry is expected to generate £50 billion in revenue by 2017, with 1 billion smartphones sold globally in 2015 and 30 hours a month spent on an average of 12 apps. The market has developed very quickly here in the UK as well as abroad, with iOS and Android apps downloaded at a staggering rate – some 179,628 million downloads are forecast for 2015.



International App Promotion – alternative app stores and international targeting

From an international perspective it pays to explore international app store and promotion opportunities early. There are over 130 countries supported by the iTunes App and Google Play stores and app installs can often be purchased at a cheaper rate than established markets such as the UK and US.

With some translation and localisation of your app and website the doors are open for many more app downloads, reviews and greater revenue!

Outside of the “Big Two” app stores you should also consider local market mobile service providers, smartphone manufacturers and search engines have app purchase and download offering. Some of these include:

App China with 30 million users

Tencent App Gem 80 million users

Yandex as a primary App store in the Russian market which opened in 2012 offering 40,000 apps.

T-Store in South Korea for the Korean market

Appcity for targeting French specific audience

Market selection and localising your app

Select markets by using a combination of internal and external business knowledge. Internal data such as app store analytics, website analytics can inform you of possible markets for targeting while market research or great tools such as can give you great insights into competitor app performance in markets and initial costs for app installs.  This will help you decide on language and location targeting priorities before starting your localisation processes.

Localisation testing

Once you have translated and localised your app – an important but necessary step is to test your brand, app and site content in market for cultural sensitivities. There are a number of methods for testing your app localisation such as constructing user testing tasks and questionnaires, buying user testing sessions or simply consulting with your international offices for sense checks. Carrying out these checks will protect your brand from making cultural faux-pas.

Local digital marketing and support

Ensure that you have a web presence in local languages to support your app in market. If you are investing in app installs, then it is important to attain organic search engine visibility. This will mean you need to consider your domain strategy and geotargetting for local markets.

Set up support and management strategies for your international audiences to maintain good review ratings in app stores. You will need to be able to monitor foreign language activity – flagging bug notifications for removal from your review ratings as well as responding to feedback.

Final takeaways

Be good in your home market first! Make sure you are offering a good product/app. Whether you have built a game, knowledge tool or novelty, if your app is glitchy, not slick enough or not differentiated from the next app then you are going to find it tricky.

While you can manage reviews in app stores to an extent, you need to inspire users to leave positive feedback. Design strategies for prompting your app users to leave positive feedback and to request improvements in-app before they arrive at the store review ratings.

Take care of the fundamentals – App Store Optimisation (ASO) will continue to be key in the performance of your app downloads. Browsing app stores is still the number one way in which users discover apps so it pays to cover your basics by researching keywords, creating great localised and optimised descriptions, app titles, screenshots, demo videos and app icons.