Don’t Overlook Software Libraries, like download.com, as a Consumer Software Distribution Tactic
When looking to distribute free consumer software, there are many different methods of distribution. Some of the more successful distribution methods are:
- Online marketing promotions
- Affiliate programs
- Physical distribution through retail
- Word of mouth
If you can get all the software distribution you need from the latter, then this blog post probably isn’t for you. But for the rest of us who can’t ever get enough, here’s a tactic that tends to get overlooked -software aggregators.
There are many benefits to hosting your free software or trial software on sites like Download.com, Tucows.com and Softonic.com. One of the most important things to look for when researching software aggregators is reputation, look for companies like Softonic.com that are a trusted source of downloads. If it’s not a trusted site don’t use it! Many software aggregators offer multiple benefits such as:
- Free listing programs
- Pay per download (PPD) programs at very reasonable rates
- Scalable bandwidth
Listing your downloads with software aggregators can free up bandwidth. If your product has a large file size or high traffic influxes, these sites have the ability to provide unlimited downloads to potential users without the worry of servers crashing and bandwidth overage charges.
Working with software aggregators does come with a couple of caveats. The first is turnaround time. This problem is mostly caused by us–marketers, developers, etc. Due to the high volume of requests for listings on these popular aggregators, turnaround times can be days or weeks. It can also take the same amount of time when you’re trying to remove a product from the site. Be sure to plan ahead.
The second is the lack of reporting. You don’t get much visibility into reporting, so before adding this method of distribution to your marketing strategy, be sure to know your Key Performance Indicators (KPI) so you have the ability to optimize.
And now the W3i plug! Apart from software aggregators there is another tool available to you to increase distribution; it’s advertising in the installer. W3i has created a proprietary Application Network where the advertiser’s popular consumer applications are offered during the installation process. This distribution method is performance-based and user generated.
Just like when football coaches tell their players to keep their heads on a swivel, the same can be said for marketers of this generation. There are many different vehicles of software distribution that you can use to get your software in front of consumers. Just make sure the vehicle you choose fits your marketing strategy and instead of telling you to think outside the box, because I hate that cliché, I will suggest that you work smarter, not harder, when trying to find new vehicles of distribution.
Mitch Bain, Marketing Manager; W3i, LLC
Mitch has 4 years experience focusing on Display Advertising, Search Engine Marketing, and Mobile Marketing, in the Integrated Interactive Media industry.
Find Out More on How W3i Can Grow Your Consumer App Business
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January 11th, 2010 at 7:53 am
[...] Don’t Overlook Software Libraries, like download.com, as a Consumer Software Tactic [...]
April 19th, 2010 at 5:51 am
We used Download.com and found their PPD program unbelievability unprofessional. Bidding process is a shambles, half way through bidding currency switches from USD to GBP (we’re based in the UK) and back to USD, so you haven’t got a clue what currency you’re bidding in. You bid a certain amount in advance, and whatever money is left should be refunded to you at the end of the month. We were refunded a completely wrong amount, and two months later we’re still trying to get the rest of the money back.
May 14th, 2010 at 12:34 pm
[...] market leading platform, including iPhone, Facebook, Windows, and even Internet Explorer toolbars, has at least one vendor who will sell a consumer app [...]