App Annie advised entertainment companies to think of apps “not just as a branding opportunity, but as an engagement tool”, in a whitepaper discussing potential app strategies for media owners.
The analytic firm advises that apps should be weaved into the larger marketing strategy, as they can provide “the opportunity to connect directly with a brand’s fan base”. By using technologies specific to apps, such as push notifications, it is possible to target the audience more directly, but “it is important not to view the app as a standalone component”.
App Annie also advised that apps can be tied into a sales strategy, for example to support the release of a movie. This could include the creation of an in-app store to enable fans to purchase merchandise.
Unsurprisingly, the company said that an understanding of the app market is important, because “knowing which games have the highest number of downloads or revenue can be instrumental, when considering which publisher will best represent your IP”.
This included the example that in the ‘kids’ category of Apple’s App Store, paid titles actually make up a higher percentage of revenue than is the case for most other categories, due to restraints placed on in-app purchases in this sector (where Apple has previously had a tough run).
“Understanding specific category dynamics will allow you to focus on creative ways to truly leverage the reach and versatility of apps for your specific brand,” the company wrote.