While researching on mobile marketing strategy for dwindl (a personal entertainment
recommendation mobile app - COMING SOON), I stumbled upon mobile app review sites. Mobile app
review sites are similar to any other product review sites; in fact, the
original idea came from video games review sites. There are hundreds of these
sites; some are free earning revenue from ads, and others charge developers for
reviews with prices ranging from $15 to $50. Majority of these sites are
generalist reviewing any mobile apps they received while others cater to niche
target segments. These sites not only provide mobile apps reviews but also news
on the latest apps, previews, and features. Readers can discover which apps are
worth downloading and which apps should be avoided.
So, how effective are these sites in promoting a new mobile
app? There is no authoritative data to prove the correlation of app reviews
site to app downloads. For example, an app, which was mentioned in UK national
newspaper, only enjoyed less than 100 extra downloads, whereas an app
(PicilT24) featured on Mashable gained significant exposure and moved into top
100 rankings in the App Store photo category. In fact, one may even argue that
majority of users do not visit these sites to search for mobile apps to
download. However, specialist app review sites could be effective in promoting new
mobile apps to early adopters. For example, The IPhone Mom aims at parents
covering primarily children apps, and iFanzine
focuses on iPhone games.
Additionally, there are also businesses such as Appromoter and AppLaunch that assist
developers in doing a microsite press release by submitting the mobile app to hundreds
of app review sites and journalists. These businesses also provide premium
services such as press release writing, video creation, and even confidential
app evaluations from sourced reviewers.
All in all, app review sites for mobile apps’ promotion can
be successful with a well-focused strategy. A review from a major tech network
like TechCrunch and Mashable can provide huge exposure that significantly
increase the number of app downloads. On the other hand, niche app review sites
can be a good resource to target early adopters. Beyond reviews, a creator of
mobile apps should focus on creating a good app that solves real users’ problem
and providing a background story that people can relate to.
Sources:
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