In a period that the amount of mobile app reach to almost 4 billion -by the end of 2016 4th quarter- saying that mobile app market has grown like an ocean is not difficult. The great competition is also obvious. Accordingly, the methods for increasing app downloads can not be standardized. Actually, when you define your strategy and choose your methods; you have to recognize the Big Picture and act in the direction of your expected results. In this sense, our starting point will not be so strange. We will mention about two fundamental factors’ consolidation: Localization and Promotion. Because we want you to dream about how localization -adaptation process which is naturally needed in overall marketing perspective- is supported by promotion and vice versa, to be beneficial for defining your own way.
We can think the channel of Localization and Promotion as a gear wheel system. In this kind of a system, wheels have to fulfill exit points of each other. Thus, the system will handle smoothly. Despite the fact that promotion is known as the first stream, your localization fiction is driving force of your promotion plan. Promotion plan starts with market analysis and segmentation. After segmentation step, it is time to targeting. Then, you can decide which promotion channels you will choose and finally you have to personalize your campaigns absolutely. Yes, that’s the point! You have to be sure that you use localization dynamics appropriately in this step.
Think about an app which it belongs to cafe owners in San Francisco. The target audiences of this app would be visitors and potential visitors of this cafe. How could you reach them most correctly? Well, do you think that you can be successful with a mass promotion campaigns without localization? Then, you should localize your varieties of promotional campaigns. If you want to use Facebook advertising campaign, you can degrade your arrival audiences to followers of food and beverage pages in San Francisco. Now, it makes sense! It is the basic but affecting example.
Each country and even each city have their own language, customs, traditions or habits. In this case, in order to make final users addict to the app; we have to present our app in company with unique and personalized language & content. Today, while we are using social media and other promotion channels we have all the opportunity to define and limit our audience as we wanted. Briefly, we can analyze the returns from promotion healthier thanks to localization.
Let’s continue with another example: Hocus. Hocus is a 3D spatial puzzle game which is a brain-twisting. Starbucks recognized its successful climbing and wanted to work with it in a promotional campaign. This campaign fictionalized as Starbucks has offered Hocus to its customers who buy something from it at weekends. Thus, Starbucks customer had a chance to download this very popular app more affordable price. Starbucks provide customer satisfaction by this way and show an image that interested in technology or app trends as well.
You can find below the category and overall ranking history graphics of this app before and after this promotional campaign.
You can also follow the uplifting process from graphic during the promotion. This is the result of organic downloads and a great success.
And also, you can check below the graphic about the geographic domination of Hocus. Is this bringing something to your mind? Hocus caught the great rising and it was discovered by Starbucks to collaboration. At the end of the day, at the point it could reach; we can say that it spread out many locations which have many different specifications diversely from each other. Accordingly, you can be sure that, if Hocus crown its own success with a good localization; it will gain more targeted and significant achievement in these countries.
Localization is really important for all over the marketing plan and we especially want to underline that promotional campaigns without localization will get bald in a manner of speaking. You should understand dynamics of it and position it in your marketing plan correctly.
Hope it could help.