You sit at home watching sports while you surf your iPad.  You drive, following the directions of a mobile application.  You work on your computer, but you check your Smartphone while you wait for a page to load. Technology dominates our lives to the point where we’re generally engaged in not only one, but two or more than electronic devices throughout our day.  The 21st century company must reach mobile customers wherever they are, at their desktop, on their iPhone, or on their iPad.  Marketing strategies require cross-platform advertising if they have any chance at success.  As mobile device usage and app development grow, it becomes more and more evident the most effective advertisements are designed to be compatible across different types of devices.
Soon after smartphones were introduced, the best mobile development companies began offering cross-platform marketing.  However, the idea lay dormant for years until sales of iPhones, iPads and other mobile devices reached a tipping point and created a huge shift in how people engage with technology and the World Wide Web.  Now, if someone looks at you on the street while you wait for the bus, chances are you will look to your smartphone, and within that smartphone, you’ll look at a mobile app, and within that mobile app, you’ll glance at an advertisement.  Consumers are starved for web and mobile content to fill up the empty moments in their day, intelligent companies know to take advantage of every opportunity they can to establish their brand.
Smartphone sales now surpass PC sales.  The growth of the mobile platform opened up opportunity for capitalization.  Innovations in geo-location, mobile ad serving/tracking have made it easier than ever to strategically develop and monetize mobile applications and advertisements to target consumers.  Tools such as Google Enhanced Campaign allow marketers to execute paid search programs across mobile platforms.  Generally speaking, cross-platform marketing campaigns require three things to be successful:

1. Premium scale across all mobile platforms.
2. Precise first and third party data to link parties together.
3. An optimized engine designed to increase results.

Total iPad and tablet sales have consistently risen since their introduction into the market place.  The number of downloaded apps also continues to grow.  Meanwhile, PC sales have steadily leveled off and even dropped due to the proliferation of mobile devices.  The days of the desktop campaign are over.  Utah companies and companies throughout the United States are expected to invest in cross-platform marketing to create indispensable brand continuity, solidifying any given company’s presence in the marketplace.
Professional web developers reap the benefits as well.  Cross-platform marketing proves significantly less labor intensive due to the reduced development needs.  Without having to build ads for every platform, web development firms spend more time on graphics and functionality.  The payoff for both companies makes cross-platform marketing the best and most cost-effective design for online advertising.
Sales and sales projections of mobile devices have created an increase in the need for stunning and cost-effective mobile and web ads.  Now, with cross-platform marketing, developers have the perfect tool to make online ads pay off in a big way.  Don’t waste money on ineffective campaigns, maximize every dollar spent on online advertising through cross-platform mobile marketing to achieve a positive ROI.

In a few earlier posts, we discussed app monetization in our article ‘How To Generate Revenue From Your Free App’  Also, in our article, ‘Survive The App Marketplace By Effectively Monetizing Your Free App’, we detailed the specifics of each app monetization strategy and provided several examples. Click here for a quick refresher.

One of the top four strategies for successful app monetization is integrating advertisements within the mobile application.  Selling ad space is an extremely effective way to generate revenue.  Banner advertising within mobile applications resembles classic banner advertisements on websites.  Due to this familiarity many developers and marketing strategists utilize the following advertising model:

• Invest in marketing and advertising to create awareness
• Stimulate discovery
• Drive downloads
• Let other companies place ads within your app to generate revenue

While the marketing strategy outlined above has proven effective, companies are now being pushed to think critically about the development of monetization strategies for their mobile applications.  Diligent planning while creating a sustainable and effective mobile marketing strategy is a must.  To begin with, the mobile application must be properly developed and serve the needs of its users. One of the most prominent features of a successful mobile application is that it fulfills the user’s needs. It is also important that these needs are not being  fulfilled by an already existing app or other type of technology.

Another important aspect to the overall mobile marketing strategy is diversifying the revenue stream.  One strategy cannot solve all revenue generation problems.  Along with selling ad space, companies need to consider in-app purchases, subscriptions and app sponsorships. 

Regardless of the secondary revenue generator chosen, the following list outlines mobile marketing strategies that can make an application successful:

1. Try to achieve a critical mass with your app that keeps drawing people back time and time again. This will make the app more appealing to advertisers.
2. Identify the app’s target audience in order to determine the type of advertisers you want to attract.
3. Keep the cost of attracting downloads and advertisers below the amount of revenue the app is forecasted to generate.
4. Develop and test the app’s marketing options and utilize the options that hold the best promise of helping the app “go viral” thus increasing its appeal to advertisers.

Once critical mass is achieved, quantify your audience via downloads, demographics, banner ad click-through rates and other user statistics to further increase the appeal of your company’s mobile app.  In order to continue to package your mobile application as a product that appeals to advertisers demonstrate the power and reach of mobile technology by highlighting mobile activity and sales.

Lastly, get linked up with a good ad network, like  Google Adwords, Millenial Media or Adfonic.  Ad networks help companies find advertisers.  Mobile ad networks get a cut of the application’s revenue, but they eliminate the hassle of pounding the pavement that is involved with looking for new advertisers.

Effective app monetization isn’t rocket science, although it does require thoughtful planning and calculated execution.  Ad-supported mobile apps can be very successful.  By growing your audience, tracking user statistics, employing at least two app monetization strategies, and joining a good ad network, your revenue stream is sure to grow.  All a company needs to do is keep development costs, and the cost of attracting users and advertisers below the forecasted app revenue stream.     

Monetization of mobile applications is one of the hottest topics amongst app developers and app owners across the United States.  Especially when one considers how many companies are forced to offer their app for free in spite of the cost of development.  While the debate concerning the price of mobile apps is sure to continue, we have addressed many of the major questions relating to price points in a previous article; How Much Should You Charge For Your iPhone App?

Since free is the best price for most consumers, companies are still in need of covering app development costs.  Back in November we wrote about the best ways to monetize free apps; How to Generate Revenue From Your Free App.  The article stated that, subscription-supported apps, in-app purchases, ad-supported apps and sponsorships are the most effective methods to generate revenue from mobile applications.  Below, is an outline of each strategy in order to assist you in determining which one will work best for the app your company is developing. 

Subscriptions:

Subscription-supported apps are where users pay monthly fees to access and use features not available in the free version of the app.  Developers design apps with subscription-based services that provide access to updates, bundled services or other features that promise to enhance the user experience.  By offering special features not everyone is privy too, companies increase the real and perceived value of the mobile application.  Examples of subscription-based mobile apps include: Wall Street Journal, Rdio, and Soccer Champs.   

In-App Purchases:

One of the most popular and effective means of monetizing apps is through in-app purchases.  Both Apple and Google provide good descriptions of the fundamental components of in-app billing.    

An easy way to think of in-app purchases is to liken it to the following scenario.  Imagine you go out to eat.  Getting to the restaurant is free.  Once inside the restaurant you can stand and eat for free or pay to sit at a table and eat.  Lastly, if you want to view the entire menu instead of being served whatever the chef wants to serve you, you have to pay a small fee.  This is known as the velvet-rope approach, and it is very popular among professional developers and strategic marketers.  Essentially, the user is enticed to make purchases in order to increase their experience within the app.  Examples of in-app purchases include the top three grossing games: Candy Crush Saga, Clash of Clans and Pet Rescue Saga. 

Mobile Ads:

Ad-supported apps generate money from companies wishing to advertise within your app.  Similar to advertising on a website, advertisers purchase banner-ad space for a set price and can also be contracted to give your company a percentage of the sales that are generated from users clicking through.  Ad-supported apps are usually offered side-by-side paid versions of apps providing users with an option to tolerate non-obtrusive ads or have an ad-free experience.  Developing ad-supported apps maximizes a company’s reach and potential revenue stream.  While some companies prefer to attract advertisers on their own, the best method of finding advertisers is to connect with them via an ad network such as: Google Adwords, Millenial Media or Adfonic.

App Sponsorship:

App sponsorship is quickly emerging as a very effective means of monetizing apps.  Companies attract sponsors by directly linking user interests to the sponsoring company’s products or services.  Sponsorships make it easier for users to take action and/or receive more information by immediately clicking on the banner in the app.  The upside for sponsors is getting user contact information and sometimes making a sale.  App sponsorship is more effective than traditional print sponsorship because it offers a higher ROI to the sponsor.  Many companies have sponsorship submission forms on their websites.  Check Jack Link’s Beef Jerky and Subway.    

It might be tempting to think of one of the strategies listed above as “the one”.  However, knowledgeable strategic marketers and mobile app development specialists suggest utilizing a combination of the strategies and seeing which one fits best.  Some apps are better suited to sponsorship, others in-app purchases and so on.  Experienced developers can easily assist you in picking a couple of strategies that will suit your company’s needs.

It is vital your ads reach users on every device possible, be it tablets, phones or computers.  Cross-platform advertising should be a key component of your company’s marketing strategy.  Mobile device usage and app development are continuously growing, while desktop workstations continue to dominate the workplace.  Thus, the most effective advertisements are the ones that reach users on all types of devices.

Soon after smartphones were introduced, the best mobile development companies started offering cross-platform marketing.  However, this idea was dormant for years until the sales of iPhones, iPads and other mobile devices reached a tipping point and created a huge shift in how people engage with technology and the Web.

Smartphone sales now surpass PC sales.  Total iPad and tablet sales have consistently risen since their introduction into the marketplace.  The number of apps being downloaded is also increasing.  Due to the proliferation of mobile devices, PC sales have been steadily leveling off.

Cross-platform marketing is a smart investment for companies across the United States and abroad.  Professional web developers are reaping the benefits as well.  Cross-platform marketing is significantly less labor intensive due to reduced development needs.  Without having to build ads for each platform, marketing and development firms are able to spend more time on, specific calls to action, graphics and functionality.  The payoff for all parties is substantial and is the main reason cross-platform marketing is the best online ad delivery platform.

Google recently introduced Cross-Device Measurement in Google Analytics which is sure to turn mobile marketing on its head.  With Cross-Device Measurement internet traffic can be more easily and effectively tracked.  Over the long term, companies will be able to gain a more accurate picture of its customers and their online habits.  Now companies will be able to develop more informed marketing campaigns and pair them with geo-location software to improve brand recognition and ad stickiness.

As sales of mobile devices create an increased need for stunning and cost-effective mobile and web ads, new marketing tools are in high demand.  With cross-platform marketing, developers have the perfect tool to make online advertising truly pay off.  Don’t waste money on in-effective advertising campaigns.  It is important not to focus solely on one advertising medium. By using cross-platform advertising, your company will have a better chance of maximizing every dollar spent on its advertising campaign.