When you're launching an app for iOS or Android, you need to adopt marketing strategies and tools to stay ahead of your competition. With so many marketing options and services available, you'll need to choose a solution that suits your project. We've created a list of professional app marketing tools for those looking to move the needle when their app launches. Here are the top 10 app marketing tools for mobile success:

App Annie app market research tool

App Annie - Market Research

If you need to make an informed decision using comprehensive market data and your own performance metrics, then App Annie is a solid choice. App Annie’s Intelligence and Connect platforms integrate your app data with its wide-ranging market data, cutting-edge data science, and deep data foundation to inform your product roadmap.


  • Wider access to useful app market data, including in-app analytics, demographic data, publically reported data, major app stores, and ad networks
  • Tracks competitive market share on metrics such as usage, downloads, and revenue
  • Performance analysis to identify emerging players and monitor competitor’s performance and optimize your app marketing plans accordingly
  • Analyze global market trends to identify countries that experience the largest growth and monitors changes happening in the app market promptly
  • Filter app users by age and gender, and examine cross-app usage patterns to understand demographic behavior to enhance marketing efforts

Google Analytics in app analytics

Google Analytics - In-app Analytics

Google Analytics is the gold standard for analytical platforms. Google supports both mobile and desktop advertisers, publishers, and mobile app developers. Google Analytics provides the best digital analytics tools to measure and optimize user engagement and user acquisition with mobile apps.


  • Estimates the number of active users who download an app and provides demographic characteristics
  • Tracks users' actions within the app
  • Measures the amount of in-app purchases and revenue
  • Creates reports specific to businesses and industries
  • Integration of GA data from other Google products
  • Visualize users' navigation paths
  • Analyzes the behavioral pattern of users

Deeplink.me mobile app linking engagement

deeplink.me - Deep linking

Mobile app engagement with deep linking is achieved through creating links to a specific page inside a native iOS or Android mobile app. This allows the app's users to seamlessly navigate to a URL through their installed app. The largest mobile deep linking platform, deeplink.me, helps to guide your app's users from other places, like email, social media SMS/iMessage, and even other apps.


  • Directly link users to app content through the use of a single URL
  • Core Deep Links allows users to open specific pages in your app without in-app integration of any kind
  • Deferred Deep Links redirect users to the relevant app stores to initiate a download if they tap on a deep link and then take the user to the specific page upon first app launch
  • Custom URL schemes for iOS and Android namely Apple Universal Links and Android Deep Link

IBM Xtify app push notifications

IBM Xtify - Push Notifications

IBM Xtify provides an easy-to-use platform for creating custom push notification campaigns for native mobile apps. The tool helps execute push and location-triggered notification campaigns based on business rules, CRM data, and customer behavior. Xtify brings marketers a powerful channel for user engagement by displaying the relevant app content to users with precision.


  • Universal support makes Xtify work efficiently on all major mobile platforms
  • Builds contextually relevant and dynamic messages based on customer segment as well as triggering by location, schedule, or frequency of delivery and app usage
  • Measures mobile customer engagement campaigns based on users' behavioral analytics like app opens and message views

AppLandr landing page creator

AppLandr - Landing Pages

Creating an app without supporting its downloads with landing pages could limit the long-term growth of your app. AppLandr allows you to create a dynamic and engaging landing page to show why customers need it. If you are in such a need AppLandr will be a great option. The tool helps you effortlessly create and publish landing pages that convert visitors into paying users.


  • Creates landing pages for iOS, Android, and desktop browsers
  • Customization options to make business-specific landing pages
  • Embed YouTube/Vimeo videos into landing pages
  • Multiple mobile responsive themes
  • Unlimited custom domain URLs
  • Custom CSS & JS modules
  • Easy Google Analytics integration

App Radar app store optimization tool

App Radar - App Store Optimization

Optimizing your app's store page is a crucial part of app marketing as it increases its chances of being discovered by users. App Radar is an app store optimization tool that offers streamlined workflows to deal with different app store optimization tasks and offering increased app visibility and organic reach across different app stores.


  • App store optimizer analyzes metadata and localizations of apps to optimize store listings for better discoverability
  • Metadata translations to fetch relevant app store metadata within the tool
  • Compares key metrics and keyword ranking of competitors to stay ahead of competitors
  • Provides keyword ranking reports via email or Slack message on a regular basis
  • AI-powered ASO tool helps make keyword suggestions and optimization tips
  • Multiple localization options to manage apps in every language

Rakuten affiliate marketing provider

Rakuten - Affiliate Programs

Rakuten, previously known as LinkShare, is one of the biggest affiliate service providers for e-commerce and online businesses all around the world. It works as a Cost Per Action (CPA) network that brings advertisers and marketers flexible solutions to earn revenue.


  • Offers deep integration for businesses’ landing pages to allow increased customization of the type of affiliate offers
  • Creates rotating ad banners automatically for a product with minimal code
  • Provides deep linking to acquire customers directly from a specific product
  • Tracks app installs and lead conversions

AdMob mobile ad network

AdMob - Ad Networks

Google's AdMob is one of the most popular CPC (cost per click) mobile ad networks with high CPM (cost per thousand) and fill rates. AdMob connects advertisers with publishers and developers through its mobile marketplace, enabling advertisers to create and run targeted ads. Likewise, it enables developers to generate profits from their advertising revenue.


  • Cross-platform capability supports Android and iOS and leading game engines such as Unity and Unreal
  • Tools that track downloads, metrics, and manage ad campaigns
  • Integration with Google Play services updates to Android apps without SDK changes
  • Access to a variety of ad formats like text interstitials and video

Vungle mobile video marketing platform

Vungle - Video Advertising

This video marketing platform brings both advertisers and publishers the highest value users to generate income through engaging in-app video ads. Vungle’s creative optimization technology, targeting, and HD video ad delivery lets advertisers acquire high-quality users worldwide


  • Offers ad templates that reduce user fatigue
  • Flexible optimization through testing of ad templates and predictive analytics
  • Faster creative optimization boosts CPMs and monetization opportunities for publishers with new ad templates
  • Responsive templates align ads with your app provides a better user experience

HARO public relations platform

HARO - Getting Press

Apps depend heavily on positive press and influencer interactions. HARO is a tool that connects your app or service with reporters and expert news sources. Working with this public relation tool is straightforward. Simply sign up as a source, fill out your bio and requirements via the website and you will get notified three times a day of media coverage opportunities.


  • Receive emails broken down by topic or industry three times a day
  • Generate high-quality backlinks from authority news sites
  • Access to 80,000+ sources and 55,000 journalists and bloggers

These are just a few of the marketing tools you can use help your app connect with its target audience. If you're looking to work with experts with over a decade of app development experience, get in touch with one of our account executives today using the contact form on this page. Zco works with its clients to ensure the successful deployment of their apps. We're ready to work with you.

Tags: app marketing tools, mobile app marketing, app store optimization, aso, in-app analytics, app research tools, mobile ad networks

This is a guest post by Dave Bell, Co-Founder and CEO of Gummicube, a company specializing in app store optimization.

With the massive migration from the web to apps, even startups that are not “mobile-first” recognize the importance of having a mobile app for their business.

Not only is there more time spent in devices than on desktops, but the majority of that time is spent within apps. If publishing a mobile app is part of your startup strategy, then app store optimization (or ASO) will be an important part of your overall startup marketing plan.

Supercharge Your Mobile Startup with App Store Optimization

Traction Channels

One of the first validation points for many startups is confirming market demand and identifying cost-effective methods of acquiring users.

Gabriel Weinberg and Justin Mares’ book Traction identifies 18 channels for testing and ultimately building traction, including “SEO, SEM, social media, content marketing, press and PR, affiliates, traditional business development and sales.

Developing a single channel for your business often requires testing and optimizing multiple channels, moving on from those that don't work and reinvesting in those that do. The payoff is that after performing tests and ruling out or optimizing a channel further, your business has created an asset - a proven and repeatable path to users and revenue.

For mobile apps, or startups where user experience and acquisition is aided by a mobile app, the most popular channel is the app store. That’s where app store optimization comes in.

Mobile App Traction

Many of the channels used for acquiring users for services and physical and digital products are also available to mobile apps. You may have seen ads for Game of War during the last Super Bowl, or ads for Candy Crush Saga on billboards. Almost everyone has seen an ad for a mobile app appear in their Facebook feed.

However, most mobile apps are not discovered and installed from TV ads, print ads, or even Facebook ads. The majority of app installs are a result of app store search.

So ask yourself: how can I test the app stores’ organic search traffic as a viable channel for my mobile app?

How to Attract Organic Search Traffic

App store search indexing, rankings, and results work much like other digital marketplaces. The two largest app stores are Apple’s iTunes and Android’s Google Play, and each has its own algorithms, app listing elements, and regulations. "The vast majority of app store searches are 2+ word phrases about features." - Dave Bell, GummicubeSince the algorithms are private and there are so many variables with apps, no one can realistically claim they know the specific weight a component of the algorithm has on search rankings. The algorithms are also dynamic, changing over time.
Analysis of app store data has revealed some secrets of the search and ranking algorithms. Reviews and retention have an impact on where an app ranks, but a great app is not enough on its own. There is an increasing significance placed on conversion rates (from search result to install) and in-app usage metrics.
Much of app store optimization is the execution of a strategy for creating an app listing that:

  • Can be indexed for relevant keywords and phrases by Apple and Google
  • Is discoverable by your target market
  • Converts viewers into installs and users

Collecting app store data and working with clients over the last five years has taught us at Gummicube that the vast majority of app store searches are 2+ word phrases about features, such as “photo filters”, “twitter videos”, and “dog walking”.

The very best way to tap into organic app store traffic that is relevant to your app, then, is to create an app listing that focuses on your app’s best features.

Focus on Features

Your app’s best features can be defined as the most essential and differentiating features of your app relevant to your target audience.

Once you have identified the top 3 or 4 features, aim for coverage of the variations of how your target market may search for those features.

Working with app store intelligence software and/or a mobile app marketing agency can help you build an app listing that provides relevant phrase coverage. It is not unheard of for developers to see download increases of 100% (or even 775%), while adjusting the listing for suggested incremental improvements.

For mobile apps, it is the organic search traffic of the app stores themselves that represent the most cost-effective avenue for connecting to market demand. And app store optimization is how you tap into that organic traffic.

About the guest author

Dave Bell is the Co-Founder and Chief Executive Officer of Gummicube. In this role, Dave is responsible for overseeing the business strategy for the company, driving growth and market development. Dave is a pioneer of the mobile entertainment industry with more than 15 years of experience publishing, marketing and distributing mobile applications and games across carrier, direct to consumer and app store channels.

Tags: how to promote an app, app store rankings, app store optimization tips, aso, app store optimization, how to get app downloads, app store optimization services, app marketing

Ever wonder how the Number 1 apps became Number 1? It wasn’t just luck. It wasn’t just great design. Climbing to the top of the app store requires much more; it requires a strong marketing strategy to get your app name known.

A man standing top watching cloud

In this blog, I will focus on 3 elements of pre-release marketing that can take your app from obscurity to the top of the search results. The key to an application is to promote it like you are promoting a business, and market as you would a start-up venture.

Competitor Analysis

Before beginning the development of an app, it is important to complete a competitive analysis. An article from Tune highlights how to use your competitors to your advantage. Do some research into what contributes to their success. Review their website pages, keywords, app store postings, and what app stores they are live on. This will give you insight about how and where to launch your mobile application.

 App Store Optimization (ASO)

App Store Optimization Search Interface

The next key component of an application’s success is optimizing your application for each app store. Different app stores have different components that they review to decide if your app is number 1 or number 1,001.
One factor all stores use in the ranking is the app’s name. Kissmetrics writes, “Having a keyword in your title can improve your app’s search ranking for that keyword by an average of 10.3%.” Keywords are words consumers type into a search engine or app store search bars. 
The next item to review is the keyword selection. This is crucial to how apps are ranked in both the iTunes and Google Play app stores. 47% of iOS users and 53% of Android users find apps through their app store’s search engine.  Using optimized keywords will help those users find your app!
Once the title and keywords are optimized, the next logical step is to write the description. This is where you have the opportunity to grab the readers’ attention and provide all the details about the application. Include what it does, how to use it, and why the consumer should download it. You can incorporate any secondary keywords into the description as well, further helping your app’s rankings in the app store search.
Now that the consumer can find your app, it is important to visually entice them to purchase. According to a study by Tune, 93% of users stated they observe and consider screenshots when searching for apps in the App Store. The screenshot is a preview to the design and user experience of an application. Be sure to choose the most eye-catching screens!
The final piece to optimize your app store listing is a new feature that is available only in iTunes: app preview videos. This feature allows you to create a promotional video up to 30 seconds in length and highlight 3-5 features of the application.

 Create a Website

Zco Website Search in Toolbar

As important as it is to have a presence in the app stores, it is also important to have a presence elsewhere on the web. Building a website is another way to promote your application. This is essential if you are promoting the application via advertisements, trying to get beta testers, or are contacting press. It also provides another location for consumers to learn more about your app.
Elements to include in Website design:

  • Photos

  • Features

  • Contact Information

Your App is Ready to Launch!

Pre-release marketing is the first step to in getting mobile app downloads. Taking the steps to create your app’s brand and build an audience will bring app success when it comes time to launch.
Let us know strategies you used to marketing your application before it was released!  

Tags: app marketing strategies, press release marketing strategy, app store optimization, competitor analysis, press release tips, best mobile app strategies, app marketing

On September 24 and 25 I had the pleasure of attending the Boston App Expo 2014. I was able to attend a variety of presentations regarding UI design, app marketing, and wearable technology. There was a lot to be learned about topics from development to deployment.


It’s all about usability

Every app needs to be intuitive for the user to pick up, said the Microsoft professionals in a Gaming UI talk. This includes a simple design, recognizable icons, and adequate in-app training. Along with being efficient and easy to use, the app should also have something whimsical about it. That might involve incorporating animations, adding fun jingles, or including surprises – the users want to have some fun.


Marketing matters

Once the app is developed it is time to move on to the marketing. Apps are not “set it and forget it” tools, but need to be marketed and in front of the right target audience. Hunter Gaylor, pictured below, vividly described marketing and selling apps through relationship building. It is also important to research your target audience, their emotional triggers, and how they use apps.
With your target audience in mind, you can now think about the app’s description, taglines, keywords, and consumer marketing. Today 63% of apps are found via search, which emphasizes why app store optimization is crucial: specific words and phrases can be the difference between an app getting found and getting buried. Social media outlets, paid advertisements and focus groups can also be invaluable in getting the word out.


Analyze this

After you develop, research, and market you now need to analyze. Did the app reach its target market? Were users engaged? This cycle repeats with each new update to the app. Detailed analytics code can be built into any app to provide crucial performance statistics.
Overall, the Boston App Expo was full of thought leaders, creators, developers, and marketers all on a single mission: figure out the secret sauce to getting an app number one. Mobile applications are businesses that reside in people’s phones, with all the challenges and opportunities that any business presents. 

Tags: boston app expo 2014, app expo, boston, MA, technology showcase, tech expo, app marketing

Randy Peterson speak about app developmentOur very own Randy Peterson was asked to speak about app development at the University of Massachusetts Lowell campus last week.

Organized by the Merrimack Valley Venture Forum, the evening was titled “Developing Apps: Bringing Apps to Market”. Featuring Randy as the keynote speaker, it also showcased ten teams of UMass Lowell computer science students. The teams displayed their application development projects during the networking portions of the program.

Student projects included an online learning site for assigning and turning in homework; a Twitter analytics tool; a web-based musical audition studio; and many more. The projects represented a semester’s worth of work for the aspiring developers.

Learning about bringing apps to market

UMass Lowell students at mvff

Randy covered a number of topics during his keynote.

  • Zco’s History: Tracing mobile and non-mobile technology back to Zco’s first year, 1989, Randy explained how mainframes, servers, desktops, laptops, personal digital assistants, and smartphones all influenced Zco’s development services. Workers huddled around green- and amber-colored terminals to access mainframe data, he said, represented the same basic model as today’s mobile devices sharing information in the cloud.

  • App Marketing: Building a great app is one thing; bringing it to market is another. Randy went over some of the essential ways of spreading the word about one’s app. Using examples such as PublicEye and several customer apps, he explained the benefits of trade shows, paid advertising, shareable content, and social media.

  • Monetization: Many famous Internet companies built their empires without earning a penny at first, but eventually making money becomes important. Randy detailed some of the intricacies of ad networks, paid downloads, and in-app purchases.

Randy also fielded questions regarding the founding of the company (by a former Digital employee who’d just sold another company to Paul Allen), different marketing strategies for different kinds of apps, and the process of developing an idea into a fully functional application.

Many thanks to UMass Lowell and MVVF for putting together a great evening!

Randy Peterson at UMass Lowell mvff

Tags: speach about app development at the University of Massachusetts Lowell campus, app marketing, app development, developing apps, how to develop mobile apps
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