Category Archives: Mobile Apps

The demand for mobile apps seems to be unstoppable, and global spending in major app stores is expected to climb to $157 billion by 2022. But how much does it cost to create an app? The answer is complicated because there are many different types of mobile apps and many different ways to develop them. After reading this article, you will understand the main factors that influence the cost of developing an app and know the average cost of app development.

how much does it cost to create an app

How Much Does It Cost to Create an App Worldwide?

Experts predict that the number of mobile users will reach 7 billion by the end of 2020. The global growth in mobile use is an enormous opportunity for organizations that would like to engage new customers and deepen their relationships with existing ones.

While large multi-national enterprises have enough resources to fund their own in-house app development teams, small and medium-sized businesses need to make every single dollar count to stay in the green, which means that knowing the cost of creating an app is very important to them.

Generally speaking, mobile app development cost varies widely. Thanks to a frequently cited survey by Clutch, we know that leading mobile app development companies charge between $37,913 and $171,450 to develop an app, but some don’t hesitate to ask for $500,000.

Of course, leading mobile app development companies are just the tip of the iceberg that is the development industry. Most apps are developed by smaller agencies, some of which have employees dispersed across many sites around the world. According to research from GoodFirms, agencies charge, on average, between $40,000 to $60,000 for a simple application and between $61,000 and $69,000 for a medium complexity application.

If you’ve expected the cost of creating an app to be much lower, don’t worry: it’s possible to develop an app for just a few thousand dollars, but only if you choose an agency that’s located in a country where developers earn considerably less than developers who are based in the United States.

Outsourcing or Local Development?

Choosing between outsourcing and local development is essential if you want to get an accurate answer to the question: “How much does it cost to make an app for your business?” Even for larger companies with plenty of resources, it often doesn’t make much sense to hire an in-house development team and invariably spread themselves thin.

mobile app development cost

Instead, they partner with mobile app development professionals like ComboApp and let them worry about the technical aspects of creating a mobile app while they focus on their core competencies. To help you decide which approach is better for you, here are some of the most important pros and cons of outsourcing software development:

Pros of outsourcing

  • Cost: The fact is that the United States is an expensive place, and the average base pay of a US-based mobile app developer is $96,000 a year, an average hourly wage of $48 per hour. It doesn’t make any sense for most companies to spend so much money on a software developer if all they want to do is develop a single application.
  • Time-saving: Hiring software developers takes a lot of time, and the same can be said about planning in-house software development projects. On the other hand, mobile app development agencies and freelance software developers are instantly available, and they already have previous experience that helps them quickly overcome common roadblocks and develop complex apps on time.
  • Flexibility: The mobile app industry is in a constant state of flux, and a few months don’t go by without a new technology sending ripples through it. With outsourcing, you can easily find developers with the right skill set for your project and hire them without any delay.
  • Access to talented developers: 9 in 10 business owners are struggling to find and hire IT professionals in the United States. Fortunately, the world is a large place, and there are no shortage of talented software developers in other countries.
  • Scalability: If one day you decide to add more functionality to your application, you can simply outsource more developers to get the job done. Likewise, you can just as easily scale down your pool of outsourced talent if you decide to put your application in maintenance mode.

Cons of outsourcing

  • Lack of face-to-face communication: Even though modern technology makes it remarkably easy to communicate over long distances, some issues are still easier to solve face to face. Unfortunately, outsourcing doesn’t allow for much face-to-face communication, which is something not all businesses are willing to accept.
  • Cultural differences: When outsourcing a software developer based in a different country, cultural differences may create surprising communication issues. In some cultures, for example, it’s considered to be rude to directly critique someone else’s work, which is something most Americans are used to.
  • Time-zone difference: It’s never fun to discover an app-breaking bug and be unable to fix it in a timely manner because all outsourced software developers are asleep. That said, most vendors solve this issue by scheduling meetings and ensuring that at least one person is always available.
  • Lack of control: Companies that decide for outsourcing should expect to give up a certain degree of control over the development process. Attempts to micro-manage outsourced developers typically result in a lot of frustration on both sides.
  • Security risks: For companies operating in certain industries, outsourcing isn’t an option due to the security risks associated with it.

As you can see, both outsourcing and hiring an in-house development team have their pros and cons, some of which influence the cost of creating an app, while others influence the development process itself.

What Affects Mobile Application Costs?

The cost of applications depends on several factors, and understanding them is key to answering the main question presented in this article: “How much does it cost to create an app?”

1. Complexity of the project

In many ways, mobile apps are like websites. There are extremely simple apps that don’t do much besides displaying static text and perhaps a few images, and there are also incredibly sophisticated apps that provide real-time messaging capabilities, NFC payments, and much more.

average cost of app development

Whereas a single freelancer can put together a simple application with limited functionality in just a few weeks, it can take around 2,000 hours to create a complex enterprise mobile app with real-time centralized database synchronization, notifications, chat support, and other popular features.

Mobile games are a whole different animal altogether because they can be just reskins of white-label titles sold by mobile game factories or groundbreaking 3D titles with real-time multiplayer, achievements, and virtual currency.

2. App Development Approach

In 2020, Android and iOS dominate the mobile landscape. Most companies that decide to develop a mobile app want to target both platforms at the same time, which can be done by either developing a separate native application for each platform or using a hybrid/cross-platform mobile app development framework to target both platforms at the same time.

how much does it cost to make an app for your business

Native app development is virtually always more expensive because it essentially doubles the amount of work required, but it allows developers to take full advantage of platform-specific features and provide excellent performance.

On the other hand, hybrid/cross-platform app development frameworks like Xamarin, React Native, or Adobe PhoneGap, can be highly cost-effective and fast to work with, but they may not support all features that are available to developers in the latest version of Android and iOS.

3. Backend Infrastructure and Maintenance

Some apps require a backend infrastructure that’s more complex than the apps themselves. Online stores are a good example because their features typically include content management capabilities, discount code management, checkout, search functionality, reporting, integrated blog, marketing tools, and much more.

Sometimes, this infrastructure is already present, and software developers simply need to take advantage of it, but that’s not always the case. Developing all this functionality from scratch can take a lot of time and money and greatly add to the total mobile app development cost.

Because mobile users today expect bug-free apps and frequent feature updates, it’s also important to take into account the cost of ongoing maintenance, which usually ends up being about 15 to 20 percent of the original development costs.


So, how much does it cost to develop an app? That depends on many different factors, ranging from the geographic location of the developers to the complexity of the application. To get an accurate estimate, it’s always best to contact professional mobile app developers and development agencies directly and ask for a quote.

Simply call us at 773.305.0886 or click on the Contact Us button in the header of this site. We look forward to helping you become the next unicorn!


How much does it cost to create an app?

Mobile app development agencies charge, on average, between $40,000 to $60,000 for a simple application and between $61,000 and $69,000 for a medium complexity application. When calculating the cost of developing an app, it’s also important to take into account the cost of ongoing maintenance, typically about 15 to 20 percent of the original development costs.

How long does it take to make an app?

Unfortunately, there’s no simple answer to this question. Some apps can take a skilled mobile developer just a few weeks to finish, while others may occupy an entire mobile app development agency or an in-house team for years. What’s more, developers are rarely done when their application is finally released because they are expected to provide ongoing maintenance and work on new features.

What are the most popular categories of mobile apps in 2020?

Games are the most popular category of mobile apps in 2020, with a 24.43 percent share in the app stores. Other popular types of apps include business, education, and lifestyle apps.

How much money does the average mobile app make?

Apps can be extremely profitable, which is evident by the fact that global mobile app revenues are projected to generate $935 billion in 2023. Some of the most popular apps in the world, such as Tinder, earn hundreds of millions of dollars a year, but most mobile apps make no money at all.

Is it possible to create a mobile app for free?

Yes, it’s possible to create a mobile app for free and without any expert knowledge using a free app builder. However, you should never expect a free app builder to deliver the same results and functionality as a professional software developer.

Wondering how to design an app? In this article, we explain everything you need to know to create the best app design possible, from the application design process itself, through modern approaches and trends, to mobile app design tips. If you already know a thing or two about designing mobile apps, you can consider this article to be a refresher.

How to Design an App

There are many different ways to design an app, but they all follow a similar series of steps. Understanding these steps can help you transform your application from an idea into something tangible.

How to design an app from scratch in 2020

1. Goal Setting

Before you hire a mobile app design agency or create the first mockup, you should figure out what you wish to achieve.

It helps to answer the following three questions:

  1. What exactly should the application do?
    • Examples of possible answers: play local MP3 files, allow users to book an appointment, take selfies enhanced with free and premium filters, etc.
  2. Who is the target audience for the application?
    • Examples of possible answers: young music listeners, existing customers, all smartphone users, etc.
  3. What are the most crucial functions and features of the application?
    • Examples of possible answers: folder-based playback, appointment scheduling, live filter, etc.

set goals before the mobile app design process starts

Resist the temptation to create an application with a lot of features, especially if you have limited experience with mobile app design. You can always add more features later, so there’s no reason to take on more than you can chew.

2. User & Market Research

You can’t design an outstanding product if you don’t understand the people who will use it. What are they like? Are they using some other apps to solve the problem? These are just some of the questions that you should try to answer during the user research stage.

It also helps to research your competitors and figure out what they’re doing right and wrong. Test their features and take notes whenever you stumble upon something interesting. This will give you better ideas for your own product, making it more likely that the first version will receive raving reviews.

3. Creating a Wireframe

An app wireframe is a schematic illustration of the user interface that focuses on the organization of individual components and intended behaviors. You can think of it as a bridge between your vision for the application and the finished product.

You can easily create a wireframe using specialized tools like Balsamiq Mockups, Gliffy, and Mockflow.

How to design your own app

It shouldn’t take you more than a week or two to create a product mockup. Remember that the goal is to capture the flow and interactions of your application, not meticulously plan the exact placement of each element. In fact, you can create a wireframe of an app with nothing more than a piece of paper, but modern wireframing apps make the process simpler because they include UI templates and commonly used elements, such as buttons, sliders, and icons.

4. App Design

Now it’s the time to get your app designed. Because a lot depends on this step, make sure you choose the right approach and don’t just rush into it without carefully evaluating all available options.

Essentially, you can either create the design yourself or let someone else do it for you. The first approach can be recommended to those who have plenty of experience with graphic design and enough free time to create a modern app design from scratch, while the second approach is what we would recommend to everyone else. We describe the most popular designing approaches in the next section of this article.

5. Collect Feedback

With your app designed, it’s time to collect feedback from real users. This step is very important because what follows the app design process is development.

Don’t let your own opinion cloud your judgment and approach the feedback you receive as a scientist would approach data points. It doesn’t matter if you absolutely love the contact form you’ve designed yourself if 90 percent of your testers find it confusing and unintuitive.

Modern App Design Approaches: Contest vs. App Builder vs. Agency

Choosing the right approach isn’t easy because they all have their pros and cons. Let’s take a closer look at three popular approaches.

App Design Contest

Contests on sites like 99designs can be a cost-effective way to get a lot of different ideas from talented freelancers and sometimes even mobile app design companies. The cost of the contests can vary a lot, but you can expect to pay around $4,000 for a straightforward, simple app design. The biggest drawback of the contests is how time-consuming they can be. What’s more, there’s no guarantee that you’ll receive a submission that meets your expectations.

Recommended for: Those who want a lot of options and have time to spare.

App Builder

App builders are software applications or online services that allow people with little to no experience with design to create functioning mobile apps without writing a single line of code. Typically, they feature a range of templates that can be easily customized to fit any business and application. Most services offer multiple monthly or annual subscription plans, with $100 being the average monthly price. Of course, even the best app design software has its limitations, such as lack of optimization and originality.

Recommended for: Those who want to create a simple mobile application on a budget.


Agencies are professional mobile app design companies that employ experienced designers, developers, and managers. When you choose a reputable agency, you can rest assured knowing that you’ll end up with quality work, but it may cost you more than other options. ComboApp, for instance, is an excellent example of a mobile app design company that delivers quality work at a reasonable price.

Recommend for: Those who want the best app design possible and are willing to pay extra for it.

choose a mobile app design company for your app

5 Tips to Design Awesome Apps

Rules are meant to be broken, but not all the rules. By following the tips below, you’ll be able to create an app that users actually want to use and feel connected to.

1. Keep It Simple

When designing an application, it’s easy to attempt too much and achieve too little. Usually, it’s better to keep things simple to avoid the numerous problems that go hand in hand with unnecessary complexity. That doesn’t mean that your design needs to be basic and boring.

Even a simple design can be eye-catching, but it should always keep users focused instead of distracting them with bells and whistles that serve no purpose other than to provide some eye-candy. By keeping the style of your application simple, you will also find it much easier to meet your budget goals.

2. Don’t Reinvent the Wheel

There’s a good reason why so many of the most downloaded apps in the world look and feel similar: users don’t like it when mobile app designers reinvent the wheel just for the sake of reinventing the wheel. If they tap a familiar button or perform a common gesture, they expect a certain thing to happen, and it’s your job to meet this expectation—not subvert it.

make your mobile app design intuitive

Indeed, imitation is one of the best ways of how to design your own app without any experience. We’re not suggesting that you copy popular apps element by element. That would be illegal and morally wrong. We’re suggesting that you use them as a reference and reuse the same common design elements.

3. Embrace Iterative Design

App designers can choose from a number of different approaches, but there are many reasons why iterative design is the right way to go. With iterative design, there’s no room for blindly replacing various user interface elements in the hope of somehow improving the overall experience. Instead, all decisions are based on a cyclic process of prototyping, testing, analyzing, and refining.

It also encourages early user feedback, making it easier to spot serious issues early in the design cycle, when it’s easy to fix them. In-app user behavior analytics play an important role in the interactive design process, and they’re well worth implementing.

4. Design for the Thumb

In the smartphone era, the pen may still be mightier than the sword, but the thumb is definitely the mightiest of them all. It’s so mighty that 49 percent of smartphone users rely on only one thumb to get things done when interacting with their phones, according to research on mobile device usage by Steven Hoober.

When designing a mobile app, you should always keep this statistic in mind and make it possible for users to control your application with just one thumb. To accomplish this, place all important elements users are expected to interact with within reach of the thumb.

5. Choose the Right Color Pallet

Colors are of great importance when designing an app. By choosing the right color pallet, you can complement your brand, invoke positive emotions, and make the application easier to navigate. Because different colors can affect emotions in different ways, you should always evaluate whether the colors you’re using are a good match for your product.

best app design colors

For example, the color red is potentially a great choice for a fitness application because of its association with fire and aggression. The color green, on the other hand, sparks the feeling of calmness, making it suitable for meditation and financial apps.


Now that you understand what goes into designing a mobile app, it’s time to select the right approach based on your unique needs and priorities. Regardless of which route you decide to go, always keep in mind the tips mentioned above to end up with the best app design possible.

Simply call us at 773.305.0886 or click on the Contact Us button in the header of this site. We look forward to helping you become the next unicorn!



How much does it cost to design an app?

The cost of designing an application depends largely on the mobile app design approach you choose. It also depends on the complexity of your product. As such, it can range anywhere from a few hundred dollars to thousands.

How to design an app on a budget?

Choosing the right app development team is essential for designing an app on a budget. An experienced mobile app design company can expertly guide you through the process and help you avoid the numerous potentially costly pitfalls.

Is it okay to use a mobile app design template?

That depends on what you’re trying to accomplish. If you want to create an application while spending as little money as possible, an app design template might be a right choice. However, if you want your application to stand out and be original, we highly recommend you avoid cookie-cutter solutions.

How difficult is it to design an app from scratch?

The designing process has several stages, each of which must be completed successfully for the end result to meet the original goal. For mobile app design companies with a lot of experience, that’s not a problem, but it can be a real challenge for someone new to this field.

Why is it important to conduct market research before the app designing?

Proper market research will give you a better understanding of your intended target audience, what features they would like to see and are willing to pay for in the application, and how to make your product stand apart from competition.

Why is user feedback crucial for designing an app?

Collecting feedback and listening to your users is the best way to perfect your application and avoid costly design flaws. Involving potential or existing app users with an app’s design process is also a great way to fire up the community about the product and give it some viral uplift.

The web is a large place, and most websites are destined to live in its dark alleys, where visitors rarely dare to go. For companies who would like to gain visibility on the web, paid search marketing has proven itself to be one of the most effective forms of digital marketing.

The goal of paid search marketing is to generate traffic by purchasing ads on search engine results pages (SERPs), and this guide explains everything you need to know before launching a smart pay-per-click (PPC) search marketing campaign.

What Is Paid Search Marketing and How It Works?

Paid search marketing is the process of advertising to consumers who are searching for a specific answer or product online. It has become synonymous with PPC advertising, which is an advertising model in which advertisers pay a fee each time their ads receive a click.

what is paid search marketing

Because of its cost-effective nature, PPC advertising is now the go-to way of driving website traffic for 74 percent of businesses with more than 50 employees and 45 percent of businesses with less than 50 employees. It’s estimated that businesses make an average of $2 in income for every $1 they spend in Google AdWords, the most popular PPC advertising platform in the world.

Clearly, paying for search ads pays off, but how does PPC advertising actually work?

Search engines like Google feature dedicated ad spots on their search engine results pages (SERPs), which are the pages displayed in response to a user query. Advertisers can participate in automated auctions during which ad spots are sold for specific keywords based on bid amount, ad quality, and ad relevance.

When an advertiser wins an ad spot, the winning ad instantly appears on the relevant search engine results page. At this point, the advertiser hasn’t yet paid any money for the ad. Only when the user clicks on the ad is the advertiser charged the bid amount.

what is ppc advertising

Glossary of Common PPC Terms

Ad: PPC ads have a headline, text, and URL. Their goal is to persuade consumers to take a certain action.

Audience: In PPC advertising, an audience is a method of targeting a specific market segment at which an ad is aimed.

Campaign: Multiple PPC ads can be grouped in a single campaign and share the same budget, location targeting, and other settings.

Conversions: The point at which a recipient of an ad performs the desired action.

Cost-per-Click (CPC): One of the most important metrics in pay per click advertising, CPC is the amount of money an advertiser pays for each click on one of their PPC ads.

Impressions: The number of times an ad has been displayed on search engine results pages.

Keyword: A word that triggers the appearance of an ad on search engine results pages.

Quality score: A hidden formula used by search engines to determine the quality of ads in order to maximize ad legitimacy.

Return on Investment (ROI): Determining the profitability of paid search advertising, ROI is a ratio between net profit and cost of investment.

Search query: A query based on a specific keyword that a user enters into a web search engine like Google.

Of course, there are many other PPC terms that all experienced advertisers encounter on a daily basis, but it would be beyond the scope of this article to list them all.

If you’re already finding PPC advertising to be confusing and would rather let someone else manage it for you, we recommend you partner with a paid search agency like ComboApp, which has a lot of experience and a proven track record of delivering first-rate results with PPC advertising.

Benefits and Downsides of Paid Search Marketing

Paid search marketing is just one of many forms of digital marketing, and it has its pros and cons. By familiarizing yourself with them, you will become able to decide whether paid search marketing is a good choice for you and your business.

Benefits of Paid Search Marketing

  • Quick results: It can take months for a website to gain a prominent position in search engines by relying on search engine optimization techniques alone. With paid advertising, you can instantly have your PPC ads displayed right on the first page, where consumers are most likely to see them. That way, you can start generating traffic from day one and quickly gain unstoppable momentum.
  • Precise targeting: The best PPC advertising campaigns precisely target the right prospects with the right message and at the right time. The extremely granular level of control provided by all major paid search platforms lets advertisers maximize their ROI by using proven paid search strategies, such as those described in the next chapter.
  • Measurability: PPC advertising campaigns generate a ton of useful data that advertisers can analyze in real-time. Not only can detailed data analytics help advertisers optimize their campaigns, but they can also inform businesses about their customers.

Downsides of Paid Search Marketing

  • Click fraud: Paid search platforms don’t like to discuss this topic, but all pay per click advertising leaves open the possibility of click fraud, a type of fraud that costs businesses money because the clicks their ads received are generated by bots—not real people.
  • Hard to master: As much as guides like this one try to make paid search marketing accessible, there’s no denying that its mastery can take many years. Because of how complicated paid search marketing is, some companies decide to partner with an experienced PPC agency like ComboApp.
  • Bidding wars: All experienced advertising experts know that it costs money to make money, and paid search marketing is no exception. Some keywords are so competitive that businesses with smaller budgets have no chance of outbidding industry giants, forcing them to target less frequently used keywords.

6 Effective PPC Advertising Strategies

Now that you understand the essence of PPC advertising, it’s time to take a closer look at 6 effective PPC advertising strategies that are guaranteed to help you maximize the impact of your ads and get ahead of your competition.

1. Optimize for Mobile Devices

Consider the following statistic: average daily media consumption on mobile devices was around 39 percent lower than on desktops in 2013. Today, more than 50 percent of traffic comes from mobile devices, and the number keeps climbing up.

According to MarketingLand, mobile advertising now represents around 70 percent of all digital ad spending in the United States, and 71 percent of marketers believe mobile marketing is core to their business.

Paid search optimization for mobile devices is all about getting into the mindset of mobile users. Ask yourself the following questions: Who are your customers? What are they searching for on their mobile devices that you could help them with? When do they usually search for information online? Are they at home or outside?

Mobile users tend to use different keywords than desktop users, so do your research and don’t be afraid to experiment with different keyword combinations and phrases. Negative keywords let you prevent your ad from being triggered by a certain word or phrase, and you can use them to filter out bad keywords that could compromise the effectiveness of your mobile campaigns. The click-to-call button is another great way to make your ads perform better on mobile devices because your business becomes just one click away.

2. Use SEO Tools To Optimize Your Paid Search Strategy

Using SEO tools is absolutely paramount for running a successful paid search campaign. One of such tools we can recommend is Keywords Explorer by Ahrefs. For example, you would like to run PPC ads for a video editing software to attract new customers, Keywords Explorer by Ahrefs can provide you with an average CPC price that should be paid when someone clicks on your ad in paid search results.

information about pay per click advertising in Ahrefs

Moreover, Ahrefs is currently testing an “Ads history” feature that shows the history of paid search results for your target keyword in a given country. By checking the “By domain” tab, you will see which websites have been competing for your target keyword over time.

paid search optimization with Ahrefs

Keywords that your competitors are consistently bidding on could be very lucrative, so you need to consider targeting them as well.

In the “By landing page” tab, you can also see the ad copy that appeared in the SERPs and find out which pages advertisers are sending paid traffic to. This is a great way to gain inspiration for your own landing pages.

PPC ads examples in Keywords Explorer by Ahrefs

3. Make Your PPC Ads Irresistible

In his book, “How Customers Think: Essential Insights into the Mind of the Market,” Harvard professor Gerald Zaltman claims that 95 percent of purchasing decisions are subconscious, influenced by our emotions. Of course, this is something advertising professionals have known since the days of David Ogilvy.

To make your PPC ads irresistible, you need to make them resonate with your target audience. First and foremost, make sure that your ads are relevant, which means that they align with their respective keywords and landing pages. Consumers typically don’t read ads word by word, so don’t bother with flowery prose—you’re not trying to make Shakespeare turn green with envy.

Your headline should convey your message in just a few words and instantly grab attention. You should always test multiple headlines and measure which of them performs the best. Sometimes, even the best headline isn’t enough to generate a click, which is where promotion extensions come in, making it possible for you to include monetary or percent discounts for your products or services directly in your ads.

Promotion extensions instantly grab the attention of all consumers who don’t want to miss out on a good deal, and you can use them both during seasonal events like Black Friday and during the rest of the year. Google claims that ad extensions can boost the CTR up to 15 percent, so don’t neglect them.

4. Remarketing

The average PPC ad conversion rate across all industries is about 3.75 percent for search. That’s not great. The reason why PPC advertising doesn’t convert better is simple: most people don’t care about your product or service, regardless of its relevancy or usefulness. Most but not all.

Do you know who cares about what you have to offer and is very likely to click on your ads? People who have previously used your product or service. Remarketing is a highly effective PPC advertising strategy by which online advertising is targeted to consumers based on their previous actions.

“It allows you to strategically position your ads in front of these audiences as they browse [the web], thus helping you increase your brand awareness or remind those audiences to make a purchase,” explains Google.

Remarketing typically relies on web browser cookies to track visitors’ browsing habits and target them at the best possible moment. Advanced remarketing ads can lead customers who have begun an online order back to their shopping card so they can finish it with minimum effort. If you decide to implement remarketing, don’t forget to require opt-in consent for the use of cookies.

5. Voice Search Preparation

It’s estimated that more than 66 million Americans now own a smart speaker, which is just one reason why 50 percent of all searches will be voice searches by the end of this year. Despite the rapidly growing popularity of voice search, most advertisers don’t optimize their PPC ads for voice nearly as well as they could.

Voice search queries tend to be more conversational than regular search queries, and their length is typically over 5 or 6 words. They correspond to the main question asking words (How, What, When, Where, Why?) and are highly localized. The following searches are good examples of how the typical voice search query looks like: What’s the best sushi restaurant near me? Which electronics store in Liverpool is still open? How do I recover data from an SD card?

When creating a voice search campaign, keep the main question asking words in mind and use them to hyper-target people trying to find. If you haven’t done so yet, create relevant and contextual landing pages and don’t forget to test their mobile performance because most voice searches come from smartphones.

6. Test New Channels

Most advertisers focus only on Google Ads, Bing Ads, and Yahoo Gemini, but there are many other marketing channels worth exploring when it comes to pay per click advertising.

For example, Facebook is used by over 2.5 billion users, which advertisers can target with incredible precision using a variety of ad formats. If you’re interested in professional and business ad targeting, your ads need to be on LinkedIn, the largest business and employment-oriented in the world. There’s also Pinterest, whose 200 million active users are constantly searching for the latest trends, creative ideas, and useful products.

When testing a new channel for PPC advertising, always make sure to measure its performance to determine whether it’s worth your time and money. You might find out that a channel that seems like a great fit for you doesn’t perform nearly as well as expected.


In this day and age, business owners should no longer be asking, “What is PPC advertising?” Instead, they should be embracing this effective tool as an integral part of their inbound marketing strategies no matter how large they are and which industry they operate in. If you’re still intimidated by PPC advertising even after reading this guide, don’t hesitate to contact ComboApp, an experienced PPC agency known for delivering customized and impactful digital marketing solutions that help businesses grow.

Simply call us at 773.305.0886 or click on the Contact Us button in the header of this site. Whether you need help with promoting a new app, website or an existing business, we look forward to putting our PPC advertising experience and expertise at your service.


Education marketing is a type of marketing that promotes valuable educational content and helps institutions and individuals take advantage of it.

Educational content includes everything from courses and how-to videos to research papers and books to software applications for desktop computers and mobile devices. With the right education marketing strategy, educational content can spread like wildfire and ignite curious minds from all over the world.

In this article, we explain the top education marketing strategies that professionals in the education sector need to know about in 2020, providing several specific examples to consider when planning marketing activities this year.

Why Does the Education Sector Need Education Marketing?

The education sector has been experiencing a massive boom thanks to the numerous opportunities created by the internet and modern technologies in general. According to Orbis research, the global e-learning market worldwide is set to surpass $275 billion value by 2022, driven largely by the escalation in the number of internet users and growing access to broadband internet and mobile phones with online capabilities.

Traditional educational institutions, as well as private developers, have so far released over 500,000 educational apps, many of which are available on the App Store and Google Play. Besides education apps, the e-learning market is also saturated with online courses, videos, eBooks, and websites, making it very difficult for new players to get noticed.

Education marketing’s purpose is to implement various marketing strategies to promote valuable educational content. And it is often the only way for new educational content to reach students and gain traction.

Education marketing shouldn’t be confused with education-based marketing, a specific marketing strategy that involves the education of prospects, rather than pitching them, to establish trust. On the other hand, education marketing encompasses all marketing activities in the education sector, including the following:

  • School marketing: There was a time when schools didn’t need marketing because they relied solely on their reputation and word of mouth. That time is forever gone because millennial parents are more tech-savvy and use the internet to support their decision making. Schools that don’t actively market themselves are destined to be ignored by many millennial parents who would otherwise be greatly interested in what they have to offer.
  • Marketing for higher education: Education marketing and higher education are a match made in heaven. Colleges and universities benefit from marketing for higher education because it helps them elevate their brand and drives enrollment. Students benefit from it because higher education marketing helps them make the right choice when choosing their education path.
  • Digital marketing for the education sector: In today’s digital world, traditional marketing strategies are no longer suitable for targeting younger demographics. Educational institutions must embrace digital channels if they want to convey their message to a large audience in a cost-effective manner. Such channels include email, web content, social media, paid search, and others. Harnessing these and other marketing channels is not easy, but the potential to greatly increase revenue and decrease cost per lead is huge, making digital marketing an important cornerstone of every education marketing strategy.
  • Social media marketing for educational institutions: Parents and students alike spend a lot of time on social media sites, and educational institutions should establish a presence on sites like Facebook, Twitter, and Instagram to engage with them and learn more about their wants and expectations. Content published on social media should be bite-sized, captivating, and in line with the image the institution is trying to build.
  • The promotion of educational apps: The current educational app market is so competitive that it’s no longer enough just to have a great product—one must also have a great educational marketing strategy that is executed to perfection to get ahead of the competition.

While leading providers of marketing services to educational institutions, such as ComboApp, often use education-based marketing when promoting education services and products, the fact remains that it is just one of many effective education marketing strategies that can be used in 2020.

5 Best Education Marketing Strategies in 2020

The best education marketing strategies in 2020—regardless of whether they’re used in marketing for schools or in marketing for educational apps—take advantage of the tremendous opportunities created by the internet.

That’s not to say that traditional advertising strategies, such as billboards, flyers and brochures, print ads, and face to face meetings, have no place in the digital era, but their return on investment makes them far less attractive than modern digital marketing strategies.

Best education marketing strategies in 2020

1. Use Social Media Platforms to Connect with Your Audience

There are now approximately 3.2 billion social media users worldwide, which equates to about 42 percent of the population. Social media platforms like Facebook, Twitter, Instagram, and Reddit are the most popular among millennials, followed by Gen Z, Gen X, and baby boomers.

Since their early days, social media platforms have matured in every way imaginable, and they now provide a myriad of different ways how they can be used in higher education marketing. Regardless of which social media platform you decide to target, your goal should always be the same: establish meaningful connections with your target audience by providing engaging content.

It’s helpful to create a social media marketing (SMM) persona to represent your target audience. The marketing persona should include information such as age, gender, education, goals, challenges, and primary values. When deciding what content to create, always keep your social media persona in mind but don’t be afraid to experiment.

Collection of relevant data

As you build your social media following, you gradually reach a position where a single piece of content can instantly reach millions even if your actual follower count is much lower. Unlike other schools marketing methods, SMM lets you see exactly who’s sharing your content, providing you with useful information that you can use to tweak your promotional efforts.

2. Include Digital Advertising in Your Marketing Budget

Digital advertising can be a very effective way of marketing education services, which is part of the reason why worldwide digital advertising spending is predicted to reach over $375 billion by 2021. eMarketer, the company behind this mind-blowing statistic projects that advertisers in the United States will spend 54.2 percent of their advertising budgets on digital ads. By 2023, that figure is expected to reach 66.8 percent.

The biggest advantage digital advertising offers over traditional advertising is precise targeting based on demographics, intent, engagement patterns, and other things. For example, a higher education marketing agency that’s marketing for schools can target only graduate students who live in a certain area and have in the past shown an interest in a certain product or service. Such targeting can have an incredibly positive effect on the click-through rate of advertising campaigns as well as all other important metrics.

History of data-driven marketing

Some of the most commonly used digital advertising channels in 2020 include search engine advertising, social media advertising, display or banner ads, and video ads. Each of these channels has its pros and cons, which is why advertising experts generally recommend using a mix of all channels.

Regardless of how much of your marketing budget you dedicate to digital advertising, make sure to gather as much data as possible so you can monitor its effectiveness and make educated decisions to improve it.

3. Create a Mobile-Friendly Website with an Optimized Landing Page

It has been several years since the number of mobile internet users has exceeded the number of people who access the internet from desktop computers and laptops. In 2020, the number of smartphone users worldwide is projected to reach 2.87 billion, which means that nobody who wants to succeed in education marketing can afford to not have a mobile-friendly website with an optimized landing page.

For a website to be mobile-friendly, it must look and feel great on mobile devices, which means that all links and navigation elements must be easily clickable, the site itself must be responsive, and page loading times shouldn’t exceed three seconds (that’s how quickly a half of the online population expects a website to load).

In 2020, it’s also worth considering using AMP, which is a web component framework and a website publishing technology developed by Google that provides a straightforward way to create web pages that are fast, smooth-loading, and prioritize user-experience above everything else.

If nothing else, make sure your website passes Google’s Mobile-Friendly Test, whose purpose is to determine how easily a visitor can use your page on a mobile device.

Google's mobile-friendly test

To use it, enter the URL of your website and wait for the tool to finish testing. Mobile-Friendly Test will tell you whether your website is or isn’t mobile-friendly, and it will also provide you a detailed overview of all the page loading issues it has encountered so you can fix them.

4. Encourage Students to Leave Online Reviews

It’s a well-known fact at this point that 90 percent of consumers read online reviews before visiting a business or paying for a service. That’s why online reviews should be an integral part of all higher education marketing strategies.

The best way how to encourage students to leave online reviews is to make the review process as easy as possible. Better yet: make it fun! Instead of forcing students to fill miles long forms, you can implement a star-based rating and make verbal feedback completely optional.

Capture user feedback to adjust and optimize product roadmap

When you receive an online review, make sure to respond to it as quickly as possible. Don’t ignore negative reviews but, at the same time, avoid being dismissive. You should see every negative review you receive as an opportunity to show potential customers how you deal with worst-case situations.

If you find that you aren’t getting as many reviews as you’d like, you can always incentivize the review process by offering discounts, gift cards, bonus points, and other incentives. Often, it’s enough to politely solicit reviews in emails or some other one-to-one communication channel.

5. Create Engaging Video Content

Increasingly more marketers say that video content gives them a great return on investment, and it’s easy to see why. After all, 78 percent of people watch online videos every week, and 55 percent view online videos every day, according to HubSpot. That’s a lot of potential viewers that can be targeted by creating engaging video content and publishing it online.

Because educational content is among the most popular types of video content, education marketing professionals seldom have to look far for content ideas. They can simply transform existing products or services into entertaining videos and publish them on leading video-sharing platforms, such as YouTube.

Use educational video content for education marketing

Video content can have many different forms, including demo videos, brand or event videos, expert interviews, educational or how-to tutorials, explainer videos, animated content, case study and customer testimonial videos, live videos, virtual reality videos, and others.

You should let your audience tell you which video content to produce, and that’s possible only if you keep an eye on important metrics like watch time, average view duration, average completion rate, audience retention, re-watches, click-through-rate, engagement, subscriber growth, peak live viewers, and others.


With the five education marketing strategies explained in this article, you shouldn’t have any problem successfully marketing your education service or product to students of all ages. If you still feel intimidated by marketing for education or just want to avoid making a potentially costly mistake, you can always rely on ComboApp to make your offering stand out with innovative digital marketing solutions.

Simply call us at 773.305.0886 or click on the Contact Us button in the header of this site. We look forward to helping you become the next unicorn!


1. Why does the education sector need education marketing?

Traditional educational institutions, as well as private developers, have so far released over half-million educational apps. Besides education apps, the e-learning market is also saturated with online courses, videos, eBooks, and websites, making it nearly impossible for a new product or service to get noticed without a carefully planned and well executed marketing strategy.

2. What is social media marketing for educational institutions?

Social media marketing for educational institutions is no different from social media marketing for any business. It is a means to communicate targeted information, gain referrals, and cultivate strong brand connections with existing and prospective educational product or service users.

3. What are the advantages of digital marketing for the education sector?

Digital marketing provides cost-effective, compared to traditional marketing methods, ways of introducing new educational products and services to a wide range of audiences. Allowing for both wide reach and precise targeting as well as accurate performance tracking of the campaigns.

4. Why does your educational product or institution need a mobile-friendly website?

Most of the content on the web is accessed from mobile devices, meaning that anybody who wants to succeed in bringing a new educational product or service to market can not afford to not have a mobile-friendly website with an optimized landing page.

5. How to use online reviews as an education marketing strategy?

Online reviews provide an invaluable opportunity to identify and address any issues with the product or service early on, highlight your brand’s strengths and competitive advantages, build relationships with existing customers and show potential customers how much you care.

6. How to market education services with video content?

Listen to your audience, they will tell you what kind of video content to produce and where to publish it. Use analytics tools, like Google Analytics, to keep an eye on engagement metrics such as number of views, average view duration, average completion rate, audience retention, re-watches, click-through-rate, subscriber growth, peak live viewers, and other audience engagement KPIs.

There is constant pressure on companies to come up with new product ideas. But the reality is that the journey from the initial idea to a successful product launch is difficult and paved with many complicated challenges.

Every year, 30,000 new products are introduced to the market, and 95 percent of them fail, according to Harvard Business School professor Clayton Christensen. What separates successful product launches from failures is very often a structured approach for creating a comprehensive product marketing strategy.

This article explains what goes into developing a successful product, highlighting the importance of pre-launch marketing.

1. The Journey Begins with In-Depth Market Research

The success of a product idea doesn’t depend only on its technical merits. If that were the case, Betamax would have defeated VHS, nobody would wear mechanical watches, and Apple products wouldn’t be nearly as popular as they are today.

For a product to become successful, it must—first and foremost—be a good fit for the target audience. The problem is that many companies never bother to validate their business ideas, analyze their competitors, or even identify target audiences before they waste millions of dollars trying to figure out how to market a product that nobody wants.

Market research as a part of pre-launch marketing

Sometimes, when marketing a new product, business owners dismiss developing an actual product marketing strategy and rely too strongly on their gut feeling and expertise, arguing that Steve Jobs never bothered with market research so why should they. What they don’t realize is that Steve Jobs launched numerous product failures because of his disdain for product idea validation, including the Apple Lisa, Macintosh TV, the Apple III, or the Power Mac G4 Cube.

Of course, it’s entirely possible to achieve great success by saying, “I have an idea for a product!” and throwing a large amount of money toward it, but this has been proven time and time again to be an inefficient waste of valuable resources.

“There are two ways to achieve product/market fit: adjust your product to fit what the market wants or move the market to align with your product. The former is a whole lot less expensive than the latter,” says Bret Waters CEO of Tivix. “No startup should build a product or develop a service without thoroughly testing its assumptions, given the tools available today and the low cost associated with gaining valuable insights. But entrepreneurs continue to overlook this important starting point—particularly when they have significant venture capital in their bank account,” he adds.

A good product development strategy always begins with in-depth market research and product validation to ensure that the right solution is being created. Is the product intended for an oversaturated market? Competitor analysis can reveal the answer. Are there some missing features that could make the target audience like the product even more? Target audience analysis can provide useful hints.

Competitor analysis: Also known as competitive research, the purpose of competitor analysis in marketing is to assess the strong and weak points of existing and potential future competitors. Such analysis may focus on product, profitability, market share, growth, pricing, marketing, location, employees, and a plethora of other factors. The information provided by competitor analysis can be used to identify product development opportunities and threats.

Target audience analysis: This integral part of any marketing strategy provides useful and actionable information about the target audience. It involves the research of demographics, personal preferences, interests, and other metrics. When companies understand their target audiences, they become able to craft personalized content to effectively promote their products.

By establishing a partnership with a full-cycle digital marketing agency like ComboApp during the pre-launch stage, companies can clearly define the opportunity through market research and effectively position their products to meet the wants and needs of their target market.

2. Marketing and its Role in Developing a Product Strategy

A product strategy should be driven by the needs of real users—not assumptions as is often the case. “Assumptions are a double-edged sword. In some cases, they are those crucial eureka moments—sheer genius that strikes like a bolt from the blue. In other cases—as the product launch statistics indicate—such assumptions are dangerous indeed,” explains Neil Patel, the world’s leading online marketer and New York Times best-selling author.

Well-thought-out product strategy is like a map

A well-thought-out product strategy is like a map that guides each and every step of product development, from the very early stages, through the first product concept, to marketing. This map helps create alignment between marketing and product development teams, which is key because it allows the company to focus on the needs of its target market, instead of spreading itself too thin and achieving far worse results.

“Since markets have become increasingly global and complex, and the levels of competition have reached staggering heights, this outdated concept has, out of necessity, fallen by the wayside. It has become increasingly mandatory for marketing professionals to drive product development and product life cycle functions within the organization,” states Darrin C. Duber-Smith, M.S., MBA, is a senior lecturer at Metropolitan State University of Denver’s College of Business.

“Alignment between marketing and product development teams is the key because it allows the company to focus on the needs of its target market, instead of spreading itself too thin and achieving far worse results.”

Marketing a new product is always far easier if it has been developed with the target market in mind. Every business strategy should revolve around a clearly defined vision for the product. It’s the vision that helps the marketing team create engaging messaging and the development team to create marketable features. The vision should be described in a product roadmap, a high-level visual summary that maps out the vision and direction of the product over time.

How to market a product effectively

In addition to the vision, this roadmap should also include information about the target market (demographic, geographic, behavioral, and psychographic), describe where the product will fit into the current market, explain what the product does and what makes it unique, specify what value it brings to the consumer, set out key dates the company needs to hit for the release of the product, and outline the resources required.

3. Optimizing Before Launch with Focus Group Testing

According to Harvard Business School professor Clayton Christensen, market research itself can be deceptive because consumers don’t go about their shopping by conforming to particular segments. “The fact that you’re 18 to 35 years old with a college degree does not cause you to buy a product,” he says.

“It may be correlated with the decision, but it doesn’t cause it. … We realized that the causal mechanism behind a purchase is, ‘Oh, I’ve got a job to be done.’ And it turns out that it’s really effective in allowing a company to build products that people want to buy.”

Conduct focus group testing before product launch

Focus group testing involves a group of users talking about their experiences and expectations as a way how to acquire feedback regarding new products. Focus group testing is best performed during the early stages of product development, when companies are trying to develop their product strategy and optimize their products before launch. When done correctly, focus group testing helps determine how to market a new product and generate as much interest in consumers as possible.

The story of Sir James Dyson is a great example of why optimizing before launch and understanding what it is that customers really think is so important. Before the famous British inventor created his first successful bagless vacuum cleaner, he went through 5,127 prototypes.

After the success of the DC01 upright and DC02 cylinder cleaner, Dyson, who believes that it can take a very long time to develop interesting products and get them right, wanted to maintain its market-leading position with more, innovative products. Market research quickly became the main drive behind product development at Dyson, and the rest is history.

By including customers in the development process with focus groups, surveys, and usability testing, Dyson not only discovered an extremely effective strategy how to market a new product, but the company single-handedly reinvented a mature market.

4. Creating Success with Pre-Launch Marketing (Landing Page, Content Strategy, Link Building, SEO)

Success creates more success—not only in life but also in business. Customers are influenced not only by marketing but also by the behavior and decisions of other customers. For example, the goal of pre-launch marketing is to tell your target audience that you have an idea for an app and make them excited about it. When the app is finally released (provided the pre-launch marketing was successful), customers will flock to it, increasing curiosity around the app and convincing even more customers to check it out.

“Those who underestimate the importance of marketing in product development and skip such important activities as pre-launch marketing may discover that customers are simply not interested in what they have to offer.”

Many pages have been dedicated to how to market an app before launch, and it boils down to these four components:

  • Creating a landing page: A landing page is an important part of pre-launch marketing because Studies show that marketers capture leads at a higher rate by sending them to dedicated landing pages, rather than sending traffic to the home page. Landing page testing (A/B testing) helps increase the effectiveness of a landing page and, consequently, the ROI of online advertising.

    To achieve the best conversion rate possible, all landing pages should contain one primary call to action. By the time visitors reach the primary call to action, they should already understand the key advantages of the product on offer and how it can benefit them. Since people dislike large blocks of text, it’s important to use bullet points, icons, and images to make the landing page more visually appealing.

  • Coming up with a content strategy: 87 percent of visionaries and 81 percent of leaders keep content at the core of their marketing efforts because content marketing generates three times the leads per dollar spent over paid search marketing. There are many types of content to explore, from blog posts to podcasts to YouTube videos, each serving a slightly different purpose but all falling within the realm of content marketing.

    When creating a content strategy, make sure to clearly define your goals and establish your key performance indicators (KPIs). You should assess your current position and continuously measure your results to know that you’re on the right track. Make sure to create a content calendar to stay organized and on schedule. Google Calendar does a good job, but there are also many purpose-built tools with a whole host of useful features.

  • Practicing link building: Link building can be seen as a by-product of a successful content marketing strategy. Even though links are no longer the most important Google ranking factor, they can still help spread the word about the product and drive engagement.
    There are many link building strategies that you can explore—from guest posts and evergreen content to social media outreach and on-site social sharing buttons—but they all depend on one thing: quality content.
  • Recruit influencers: According to a Collective Bias survey of nearly 14,000 adults, 60 percent of consumers are influenced by blogs or social media posts when it comes to making shopping decisions. That’s great news for everyone who is planning to launch a new product because it has never been easier to recruit influencers thanks to influencer marketplaces like TapInfluence.

    Of course, it’s also possible to reach out to influencers directly by sending them free samples, inviting them to pre-launch events, and asking for their input during the development of the product. The most important thing is to choose the right influencers. Their audience should align with the target audience of the product, so take some time to investigate who’s popular in your niche and target those influencers with a well-crafted partnership offer.

  • Create a promo video: In today’s visual world, engaging potential customers and users with powerful visual stimuli is more important than ever. By putting together a captivating promo video and sharing it on social media, you can clearly and concisely communicate the purpose and value of your product while simultaneously generating hype around it.

    Anyone can create a professional promo video thanks to the impressive video-recording capabilities of modern smartphones and readily available stock footage, transitions, and special effects. Those who doubt their creative abilities can partner up with a freelancer or hire an agency that knows how to market a new product with a captivating promo video.

  • Host a launch event: What could be a better way to let the whole world know about your product than a huge party? Hosting a launch event has become a popular marketing strategy for new product launch, and it’s easy to see why. A memorable event leaves a lasting impression on its attendees, as well as those who read about it online.

    Long gone are the days where launch events required weeks of planning and organizing. These days, It’s possible to host a launch event without a venue thanks to live streaming platforms like Facebook Live, Twitch, and YouTube Live. Virtual events shouldn’t be seen as inferior alternatives to physical events because they offer many important advantages. They are open to attendees from around the world, cost considerably less money to host, make it easy to collect valuable feedback, and more.

  • Establish a social media presence: Social media is arguably the easiest way to get noticed on the internet today. Whereas a website may take weeks or even months to rank in search engines, social media content can go viral and spread around the world in days. As an important part of your new product launch marketing strategy, you should create accounts on all major social media platforms, including Facebook, Twitter, YouTube, Instagram, and so on.

    If possible, use the same username across all platforms. Your profiles should share the same visual language so that visitors can instantly recognize your brand. Don’t hesitate to connect with other companies in your industry so that you can take advantage of valuable cross-promotional opportunities.

  • Implementing a cost-effective SEO strategy: SEO isn’t just about keywords. It’s about making a website accessible for real users and search engines alike. It reflects the fact that most users come from mobile devices and won’t recommend a business if their mobile website is poorly designed or unresponsive.

    For your SEO strategy to be effective, it’s important that you’re aware of current search engine optimization trends and strategies, including voice search, featured snippets, video, schema markup, and others.

Develop SEO strategy for marketing a product

Pre-launch marketing, just like all other marketing efforts, should be driven by the overall product marketing strategy. Companies that would like to maintain sharp focus on product development instead of worrying about how to market a product a long time before it’s ready, can turn to a full-cycle digital marketing agency with extensive experience in developing, executing, analyzing and fine-tuning search engine optimization and providing content management solutions for both B2B and B2C clients, such as ComboApp.

5. The Journey Ends with a Marketing Feedback Loop

Since the dawn of our species, humans have been thriving on feedback. In fact, all biological systems operate on a mechanism of inputs and outputs called a feedback loop.

“Positive feedback loops enhance or amplify changes; this tends to move a system away from its equilibrium state and make it more unstable. Negative feedbacks tend to dampen or buffer changes; this tends to hold a system to some equilibrium state, making it more stable,” explains the Science Education Resource Center at Carleton College.

Capture user feedback to adjust and optimize product roadmap

Feedback loops can also be incorporated in product development and marketing, allowing companies to continuously optimize their products after the launch by gathering and analyzing user feedback. For marketing feedback loops to work, companies must actively ask customers to leave feedback because that’s the only way how to get enough data.

As revealed by research from Apptentive, most brands hear from less than 1 percent of their customers. However, the number jumps to 70 percent when companies actively seek out customer feedback. Every post-launch marketing plan should include strategies on how to keep the target audience engaged and how to capture feedback to adjust and optimize product roadmap.

Once marketing feedback loops are in place, informed decisions can be made to better satisfy customers’ needs and create closer relationships with them.


It takes a lot of work to develop a successful product, but all the hard work can go to waste if the company behind it doesn’t know how to market a new product. Companies that have a marketing team on board from the very beginning and throughout the entire lifecycle of a product (regardless of whether it is a website, app, or something else entirely) have a much greater chance of achieving their goals and emerging as market leaders.

On the other hand, those who underestimate the importance of marketing in product development and skip such important activities as pre-launch marketing may discover that customers are simply not interested in what they have to offer. The good news is that all companies can effortlessly come up with an effective way how to market a product by partnering with an end-to-end digital solutions agency like ComboApp.

Simply call us at 773.305.0886 or click on the Contact Us button in the header of this site. We look forward to helping you become the next unicorn!


Why is pre launch marketing crucial for a successful product launch?

Pre-launch marketing is meant to ensure that when you go live, there already will be a community excited about and waiting for your product or service. This will help with building momentum for the campaign and will provide initial organic and viral uplift.

I have an idea for a product. What goes next?

Marketing research and product validation, these are absolutely essential steps in bringing to market a successful product.

What is the role of marketing research in a new product development?

Marketing research provides data and info on an intended target audience and competition, helping you to decide what features your product needs to have, which monetization model your target audience will respond best to and where to promote your product.

How to market an app before launch?

Create a landing page dedicated to the app and work on its SEO, establish social media presence and start building app community by posting interesting content, development updates and soliciting future app users’ input on what it should be like.

How to use focus group testing to prepare for a successful launch?

Focus group testing allows to discover and address any issues with the product’s UX, UI, and monetization model before it goes live, as well as provides insight into user interaction patterns and use cases.

Why is SEO one of the best prelaunch strategies for marketing a new product?

Proper SEO takes time to implement and won’t deliver tangible results immediately, therefore it is best to start working on it several months before a “Grand Opening Day”. This way you’ll have organic traffic coming in and ready to convert once the product is live.

How to launch a new product in the market?

Know who your target audience is, what they want in a successful product and where they are. Get your target audience involved with your product during its development—perform focus group studies to create a software that users want and are willing to pay for. Develop and allow for adequate time to implement a pre launch marketing strategy.

The key to MWC16 day four is a large cup of coffee (or two) and an extra pair of legs to walk endless exhibition halls. On the last day, we decided to visit the Gamelab Mobile event and take a look at the most curious projects. Once again we saw that mobile is everything. Mobile drives forward services, wearables, communication and fun.

A game you can … wear

This year Gamelab Mobile explores the innovation in gaming that changes the way we interact with games.

MadRat Games presented a Super Suit, which is a wearable gaming device for kids that consists of gloves and a vest. It works as laser tag now, but provides an open platform for any game development. This wearable should help with the problem of kids spending 8-12 hours in front of the TV, an iPhone, and/or tablet screens.

RoBoHoN from Sharp is a kind of smartphone robot that you can carry around and use as a virtual assistant. It will have an open platform by the time of release in Japan in a couple of months. Would anyone want to make calls using a tiny robot and carry this robot in your pocket? We’ll see.

A brave new world of smart devices

AT&T is now providing connectivity for Audi cars. We checked out the Audi r8 2017 and it felt (and looked) pretty good.

Nokia’s smart projector, beta-version, reminds us of the Minority Report movie:

Etisalat’s virtual mall allows users to interact with chosen stores and make purchases anywhere. For example, while you are waiting for the bus or navigating the subway. The idea is to make the online shopping experience easier and faster instead of scrolling through items on a website. You literally put products into a 3D shopping bag

After the success of PetCube, it became clear that animals could be a great inspiration for smart devices. LG presented a Rolling Bot that works as a sitter for your pet while you are not home. It works through the smartphone’s Bluetooth. You can keep an eye on the house with the camera and use the laser pointer to play with a pet. Isn’t that cute?

While watching various presentations and testing multiple devices was fun, it encourages us to form thoughts on the future of IoT and wearables and the role of mobile marketing in it. We are excited to be a part of this cutting-edge technology ecosystem and support innovative software that drives us forward into the connected future.

The MWC event is incredibly enormous and so is the potential of ideas and projects that people share at this event. You can see the wireless projector from SK that projects HD video on any surface, has a 2 hour battery life, and fits in your palm of your hand. You experience a Virtual Reality rollercoaster with Samsung’s ‘VR Feature with 4D’.

We were excited to visit the Wearable Technologies conference and confirm our expectations of how the smart and connected world of things is evolving. Below is what Comboapp liked most:

1) Smart watch revolution

Smartwatches are all over news titles and blog reviews and there is a good reason for it. This device becomes a main connector between the human body and monitors. It can track almost anything from sleep quality, like the app we worked with – MobileSleepDoc, to emotions.

MainTool says that smartwatches are supposed to be the next big thing. Geeksme claims that even love can be measured. Apart from fitness and sleep tracking, their watch is designed to track intensity, speed, quality of sexual activity, and help evaluate the way a person felt during sex. 

2) Fitness moves wearables forward

Sport and healthcare industries were always early adopters of new technologies. Now they inspire companies to create futuristic wearables.

Kinematix designed smart insoles that track a person’s movement. This is very valuable information for runners as this insoles show the behavior of both feet on the ground. With the information received, you can build a personalized running plan and avoid injuries from bad running technique. 

First V1sion presented Smart Jersey, an actual jersey that tracks sport activity. It weighs 300 grams and has a battery life of up to 2 hours with a full HD camera. Yes, a jersey with a camera! There are also different versions for each sport type, as fabric should vary depending on type of activity.

Talking about fabrics, one more curious device from ComfTech was the smart garment with sensors that are integrated into the fabric. As a result, you get an imperceptible and easy to care wearable that also serves as clothing.

3) Smart headphones for adults and unborn babies

IBM has displayed headphones with 4GB memory, a heart rate monitor, mic, and oxygen saturation sensor. These are basically microcomputers that lead us to the era of cognitive Internet of Things. 

We couldn’t ignore the presentation of the already famous Babypod. This is a device that helps broadcast music to an unborn baby. With positive reviews from BBC, Guardian and other major media sources, we expect it to be very popular.

4) One more time about connected everything

We talked about connectivity as a trend in a previous post, but when it comes to world-changing technologies, it’s never enough.

Atooma presented a cloud that lets you manage all of your devices, IoTs and apps. It claims that big companies, like Samsung, will create a global ecosystem where things will interact with different devices, connected cars and homes through apps.

According to PWC, the connected living market is estimated to be worth 1 trillion by 2020, connected cars will triple over the next 5 years and new digital players will enter traditional markets.

App marketing agency Comboapp shares hottest trends and news from Mobile World Congress 2016 in Barcelona. VP of ComboApp Group Julia Guzunova and Director of Strategy Consulting Dmitry Bondarenko

The event gets bigger and bigger every year, both in terms of number of attendees and the importance of ideas presented. Mobile conquers all aspects of our life and things are changing at light speed. Sometimes it can feel overwhelming to gather and analyze the enormous amounts of data that are generated on a daily basis through mobile. This year’s MWC is not about the future – it is about now – for every team member from senior leadership to development to marketing.

Everything at MWC is on the cutting edge, including technology and marketing strategies, and all these innovations are focused on helping companies plan for their actions in the market, right now.

We won’t talk about how Mark Zuckerberg Helped Showcase Samsung’s Gear VR  and other top news stories; we’d rather share some of the trends we see as most impactful from Mobile Media Summit Outtakes:

1. Mobile marketing is all about data

Programmatic marketing is definitely the future of marketing, even creatives are becoming programmatic. You need to send right message to the right person at the right time. The next wave of marketing is highly personalized: it’s 1 on 1, in both content and delivery.

2. Mobile first

This one is not new, although many brands and companies ignore this new paradigm. Facebook generates 80% of revenue from mobile. 60% of sales of UK Shop Direct Group come from mobile. Most brands are starting to realize that mobile should be a priority, if they want to reach users at the right place and time.

Jill Cress from Mastercard says that mobile is at the heart of engaging the consumer. Ross Sleight from SOMO claims that mobile doesn’t replace other media – it works with conjunction with it and augments it.

3. Connectivity of everything

The era of connectivity is here. Toothbrushes connected to your smartphone? OralB presented an interesting case of connected healthcare devices: a new toothbrush that tracks your activity on a smartphone. And if you think this ends in healthcare or toothbrushes, you’d be mistaken – everything will soon be connected in your home, office and everything in between.

4. Voice for multi-screen interaction

There were a lot of comments on the Amazon Echo device – a smart speaker that allows you to control your entire home. Many believe it revolutionizes the way we interact with devices – your voice will eventually drive most of the multi-screen interactions.

5. VR and AR

Virtual Reality and Augmented Reality can help brands create very personal and powerful storytelling, but they are still untapped. Brands can add utilitarian value to a user experience. A good example is 360-degree advertising by Corona, Nescafe and Samsung.

6. Beauty industry facts

An amazing presentation from CMO L’Oreal Spain stresses that “Ecommerce is everywhere commerce”. Did you know that Youtube is the most influential source when people are considering purchasing beauty products? Some other facts on beauty industry:

  • 5 billions searches a year
  • 45 billion videos
  • 160 million beauty addicts on Facebook
  • 80% find out about new products online
  • The world’s Top 5 beauty Vloggers rack up 3.4 billion views on Youtube

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Bad interface creates one of the biggest barrier between the mobile app and its potential users. Users don’t like to find out how app works. Most apps fail, when it comes to UX design, because they are developed by small teams, who don’t have resources for good in-house designers.

However, it is possible to avoid common pitfalls, if you know about them. Our Head of Design, Vadym Shcherbakov, tells about typical mistakes in designing user interface. Read in our Medium blog.

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