Mobile app marketing specialist Fiksu hosted our webinar yesterday afternoon, in which the company explained how to successfully market apps, and create loyal app users. Fiksu director, client development, Jo Wightman, explained how to optimise ad spend on ad networks and allocation across ad networks and the difference between download metrics and loyal user metrics.

She then took a deep dive into how to acquire loyal users on iOS, explaining the importance of working with multiple traffic sources; driving downloads from organic users; optimizing ad spend in real time; determining the optimal category and rank, which is not always the highest ranking position, as that may cost more than you need to pay; testing multiple creative; and a host of other tips.

Jo then outlined some of the advantage that Android apps enjoy over their iOS equivalents, including the ability to make frequent updates, without the need to go through an approvals process; the ability to achieve 100 per cent closed loop attribution for paid marketing campaigns; the lower CPMs, CPCs and CPAs for paid marketing, compared to iOS; and the fact that Android app users are twice as loyal as iOS app users, according to Fiksu’s own research.

She rounded off with advice on how best to market Android apps, before taking questions from delegates. You can watch a recording of the webinar, including the Q&A session, here. If you registered to attaend the webinar but could not make it, you just need to enter your email address. If you didnt register initially, it only take a minute or so to register.