Posts tagged gifts
Now that the Thanksgiving table has been cleared in the US, thoughts turn to holiday shopping and wishlists. We have a short wishlist of our own that we, as iPhone app developers with a global view, would like to present to Apple.
We strongly believe that consumers want well-designed, easy to use, feature-rich tools that entertain, organise, inform and improve their quality of life… and that they will pay for quality. In order to create quality apps, it takes time and, of course, financial resources.
We have understood the importance of marketing and promotion from day one. We knew that this responsibility was squarely on our shoulders and were happy with this fact. The App Store is merely a distribution channel and that’s okay.
HOWEVER, there are small things that Apple could do that would make our efforts just a little easier or more effective:
1. Allow a peek into the black box of App Store
It’s very difficult to take a leap of faith when there is only anecdotal information regarding the impact of marketing efforts on sales. Many developers have created offline systems to get around this, but none provide clear tracking data that shows the unbroken path between marketing effort, click-through and sale of a specific app.
App Cubby hits it on the head: Developers need at least a little peek into the black box that is the App Store. Pinch Media is a great source of summary data (thanks, Fred Wilson), but developers need app-specific data regarding activity in the App Store. Allowing click tracking all the way through to purchase is a minimum, but additional data would be helpful (such as where shoppers are coming from: direct links, search, top lists, featured pages, etc.).
We’ve seen the trend of Apple opening the doors ever so slightly. As of this month, developers can now see more detail in the approval process – whether the app is Waiting for Review or In Review or Ready for Sale.
Hopefully, this is the beginning of a trend.
2. Allow demo videos in the store
This will get rid of 90% of the crap because people won’t waste the time to download crap even if it’s free! Most serious developers make demo videos for their websites anyhow, so it wouldn’t be an additional burden for most developers.
3. Allow gift cards for specific apps or at least the App Store itself as opposed to iTunes in general.
People love gifting songs and creating playlists for their friends and family. It’s a time-honored tradition, harking back to mixtapes… It’s a thoughtful and personal gift. So many people don’t have the time to dig into the App Store as deeply as they would like. There are so many apps – it’s always nice to get recommendations from friends and it would be even better if they were able to send apps to you directly.
Dan Grigsby from Mobile Orchard points out that ‘providing a “Gift This App” mechanism would open up a universe of novel marketing, bundling and promotional opportunities — all of which would drive App Store revenues, none of which would threaten Apple’s commission. Taking a page from Amazon and providing a simple API would further support this.’ So true. We aren’t asking Apple to do the marketing for us. We’re just asking for them to give us a chance to do thoughtful marketing.
Apple needs to take this issue seriously for both consumers’ and developers’ sake.
4. Give promo codes outside of US
For goodness’ sake, let us give promotion codes OUTSIDE the US. We are a global company (hey – just like you) and expect to have customers in many of the stores, if not all. We’d like to build up our customer base in Italy, Russia and Japan for example. For this, we know we need to do our legwork and talk to local journalists, niche media and bloggers. We’ve got the language skills, but it’s slightly less effective when we can’t give them a promo code.
So a short wishlist – please Apple, we’ve been awfully good this year:
1. More info on tracking click-throughs
2. Demo videos in the App Store
3. Gift This App
4. Promo codes valid outside the US
Of course, the ultimate gift would be the Holy Grail of marketing info – a list of our customers! A girl can dream, can’t she?
What other items could we put on this wishlist?