Advertising is a fundamental component of most mobile marketing campaigns, from just launched apps to well-established enterprise-level organizations with strong brand recognition.
Approaches to advertising fall into two general categories: long-term campaigns and burst campaigns:
- Long-term campaigns are designed to acquire quality, long-term users that remain engaged and contribute to the financial component of the app. Long-term campaigns also play a role in building brand recognition and re-engaging existing app users.
- Burst campaigns are designed to move apps up the top charts in app marketplaces. In most cases the quality of users is relatively poor, but moving up the top charts helps acquire additional organic installs.
These strategies each play a distinct and important role. Understanding the strengths and limitations of each type will enable you to implement successful mobile advertising campaigns and improve the probability of achieving a strong return on your ad spend.