With mobile application investments set to escalate this year, along with an already huge diversity of apps available for the iPhone, promotion and marketing will take center stage in ensuring these investments pay off. That’s the implication of this article today on eMarketer.com, titled “Mobile to fare better than social.”
“According to DM2PRO and Quattro, 15% of advertisers and agencies spent more than 60% of their app budgets on promotion in 2009, but more than one-third spent less than 5%. Promotional budgets will need to increase along with overall investment for apps to find their way to users.”
Marketers would be wise to consider the immediacy of text messaging to 
communicate mobile application availability and directly link consumers to download and install it. Consider the ease by which signage in store can point customers to a text interaction that includes a direct link to download the application. Convenience is key to entice consumers to take action and matching their behavior (out and about) with a device in hand is a recipe for success.
At the same time, marketers have the chance to create or build upon their opt in database of mobile subscribers, and learn more about them using engagement techniques like surveys and others that collect information about mobile consumers (like their zip codes or product preferences). This data can in turn be used to segment the mobile audience in ways aligned with unique offers and calls to action.
Standing out from the crowd is already key to app success, so hoping your effort is discovered in the App Store can no longer be considered an effective strategy to ensuring ROI. I say “App Store,” because the article points to the iPhone as the platform of choice for the time being, well ahead of Android and others. Remember, when it comes to budgeting for the promotion of your application, among the most effective means to do so is to connect consumers with your app via creative use of text messaging programs.
