From ad:tech San Francisco – Marketing Insight for Windows Applications
It is always great when you can talk to Internet marketers face-to-face and learn some of their insights first hand. I attended ad:tech San Francisco this week, meeting with a handful of top marketers in charge of various types of Windows applications.
Their Windows applications include: a cutting edge Outlook plug-in, security applications primarily geared for consumer use, various types of utility applications for helping users to get their PC to operate at the best possible level, and a top video player application. Each of the marketers talked to me about their various marketing campaigns, and all of them stressed how important it is to meet ROI goals, especially in light of the current economic condition.
- Paid search is working for many… The marketer from the cutting edge Outlook plug-in stated that since their app is so new to the world, most users haven’t discovered a need for the product category yet and, therefore, there isn’t much search traffic available to market this new application.
- Radio is not worth it… The marketer at the utility application company stated that if he had to do it all over again, he would have never invested into getting a radio advertising campaign off the ground. He said measuring the ROI has proven challenging, and way too much effort for what he gets out of it.
- Co-promotion has some legs… The security application company was working to white label their technology to a handful of very large security companies to ramp up their growth.
- Social marketing is helpful, but too unpredictable… The utility application company has a Windows application with a social marketing strategy, and was in the process of winding down the product because it never got any traction. The cutting edge Outlook plug-in company was quite pleased with the social traction he was getting, but wanted to ramp up faster, and in a more controlled manner. Even successful social marketing campaigns need a spark to light the fire.
- Bundling works… All four of the marketers at these Windows application companies stated that bundling was an area they were going to invest more energy and budget into because the ROI was very measurable and the volume of distribution was very meaningful.
If you have a Windows application, and haven’t figured out how to generate a meaningful ROI by participating in bundling, we should talk. Contact W3i to learn more.
About the Author:
Rob Weber is the VP of Business Development and Co-Founder of W3i Holdings. Rob has over nine years experience developing innovative ways to increase revenue and distribution for Windows applications.
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