App store search is the most important new search engine marketing opportunity for brands
The web is now a mobile-first channel and the majority of consumer time spent on mobile (86%) is within apps. The app landscape is highly competitive and for brands to win in this new arena, they can’t simply rely on their brand name and existing customer base to build an app audience.
It’s clear that a real go-to-market plan is needed, with a focus on app discovery, and there’s no other real estate more valuable for this than inside the app stores’ search results.
To compete, brands must master app store search marketing—both organically and with paid advertising—just as they did on the desktop web. Without a deep focus on app store search marketing, there’s a higher probability to fail and brands risk not just losing their app investment, but also real market share to hungry challengers with a true app strategy.