The most cost effective ways to do App Marketing in India

A result-oriented and smart marketing strategy is key for the app growth, but how does one start? The answer is dependent on the targets you are eyeing to achieve and the resources available that will help to put a plan together by following a methodological approach instead of focussing upon guesswork.

So, the big question – how to market an app?

It is important than ever to build a comprehensive marketing plan that encompasses strategy, in-depth emphasis upon the tactics and also an actionable plan that needs to be taken into account before the app is launched. Believe me, just by sharing a press release and then waiting for the downloads to happen isn’t going to bring results. The below-mentioned tactics are capable of deciding the course of a robust marketing foundation.

• Optimisation – It is key for every app developer to stress upon app store optimisation to boost the placement of the app. There are many who underestimate the relevance of app store optimisation and fail to bag the desired result. When a user is unable to locate your app in the app store, all your marketing efforts are going in the wrong direction.

The App store search results are decided based on how the name of your app, description and the keywords match with what the users are looking for. It is key to optimise the meta-data on the basis of how your target audience is engaging in the search.

Collaborating with an efficient ASO specialist can help you assess your app, research the audience base and also optimise the keywords. Some are proficient in testing the icons, screenshots and description to find out how well they are positioned to boost downloads. But if you are facing budget constraints, there are free tools (Google’s Keyword Planner). One can also use the social media channels to understand what the audiences think about your app.

Image result for app store optimisation

I strongly believe this will give your other marketing efforts a significant leg up before the app is launched.

• PPI Burst Campaigns – How many of you are aware that pay-per-install (PPI) advertising is an attractive tool for the mobile app development industry? Want to know why? The reason is simple – companies want to ensure their application stays at the top of the download charts. No startup can match up with the budget of an MNC, but a burst campaign is efficient to get you desired results and enhance your visibility when used properly.

I would suggest bunch the complete PPI budget into a 2-3 day campaign to push the position of your app among the top 25 of a specific category. With a limited budget, it is not advised to spread out the PPI budget over months or even a year as burst campaigns are expensive.

Although, they are not cheap but it helps to get high-roller exposure. Since implementing these campaigns demand optimisation efforts, so I would request a startup to partner with a vendor for attaining the desired target.

It needs to be ensured before initiating a burst campaign that the app is capable of handling high traffic volume and also retain the new users. Hence, it is integral to have access to analytics.

• Media – When you are keen to get your app featured by Apple, two things you must stress upon – buzz building and legitimacy. Apple will spotlight your app as one to look out for when you are able to lure attention. One of the cost-effective ways of achieving that is by getting a press release blasted leveraging a press release disbursement service.

Apart from press releases, you can also contact the app review sites who will share a positive feedback about your app and strengthen your chances of attaining coverage before the actual launch. Post-launch, you should share a brief description of the app, the screenshots, a link to the trailer video and also a promo code for free download, if it’s a paid app.

• Content – A brilliant app should enjoy support from content. It is key for every app to enjoy an active presence on social media across multiple channels (to enhance audience reach) and maintain continuity.

Experts vouch for quality instead of quantity on social media. In fact, I would say, it is the use of images or app videos that lure the audience’s attention quickly and makes for best kind of social content. Reports suggest that 92% of the mobile video consumers prefer to share videos instead of reading lengthy content.

While creating social media content, focus upon value addition otherwise it won’t be possible to enhance the clientele base. The content should be created keeping the end users in mind. This is where content marketing comes in handy. Although, it is a time-consuming process but it can yield desired results when used efficiently.


Which is the best app for school?

It is possible to peruse top educational offerings in the app store, but identifying the best ones is a tough task and demand attention. While some are developed keeping the needs of the high school students in mind, few are meant for the college graduates. There are apps available for teachers, educators and trainers as well. In simple words, the education industry is currently flooded with multiple apps.

Whether you are eyeing to exercise your mind, organise your coursework or enhance your knowledge, the app store can spoil you with multiple choices. Understanding that the demand for educational apps is growing at a rapid pace, I have listed out some of the top ones to help students and teachers choose the right one.

• Ready4SAT – Ready4’s series of test prep apps such as Ready4 SAT is famous among the students as this free app matches the potential SAT score with schools and academic programs across the globe.

• Photomath app – This useful app is meant for the high-school students who require guidance on how to isolate “x” in their algebra homework. Students can click a pic of the question if they are feeling lazy to write or type, and the app will quickly offer solution into separate steps.

• GradeProof app – Currently available only on iOS, this free app allow students to improve their writing style, check for originality and find out complex grammatical issues that are missed by other word processors. Students consider this app as the most efficient pocket writing coach.

• edX app – This app allows anyone with a smartphone to learn from top-notch higher educational institutions(MIT and McGill) and earn a certificate. The students can study from the online lectures, take quizzes, and complete assignments as per their own convenience.


One thing runs common among the above-mentioned educational apps. All of them have been successful in luring the attention of the audiences due to its ability to offer what the consumers want apart from focusing on simplicity to boost interaction.

So, if you are planning to launch an educational app, it is key to understand what the audiences want and identify the varied ways to make it interactive.

Basic psychological patterns drive the user behavior on an e-commerce website

I am of the opinion that every eCommerce shopper is unique and it is best to categorise him or her broadly. Many visit with a particular product in mind. Some decide what to buy only after visiting the eStore and reviewing the product offerings. Hence, all the varied elements of an eCommerce site are significant to ensure the success of the platform ranging from product images to descriptions to registration to checkout. But every shopper has their own preferences and rely on different elements.

When a design team is able to identify the user types, it becomes easy to create user-friendly experiences for all type/kind of shoppers. My experience of working in the eCommerce domain suggests that every shopper type has his/her unique requirements.

According to me, there are five main shopper types –

 Product focused

This category of shoppers is aware of what they require. They have a possible replacement for something they already have. They are research-driven and purchase products that they require. Since these shoppers love to research, they have probably visited brick-and-mortar stores already but inclined to opt for online purchases. They know what they want and hence want the web platform to meet their requirement quickly.

They are not probably interested in browsing the complete site and not keen to look at product descriptions. If they have located what they want, they will purchase it quickly. They may not be in a hurry but do not prefer to linger around.

Some of the essential elements for product-focused shoppers comprise –

  • Based on descriptive names and clear product images, clear identification of every product
  • An easy to use, efficient search that helps to locate items of interest
  • Quick access to past bought products for the purpose of reorder
  • A streamlined checkout to get users in and out as fast as possible


These shoppers are categorised as ‘leisurely shoppers’ who visit a store either for inspiration or to pass the time. They are keen to stay updated with the current trends, think about future purchases, or plan their next shopping trip by browsing the eCommerce platforms.

This can work in favour of a business as consumers want to spend time with your venture/brand and also a close possibility of their becoming potential customers. They want to find out what’s new/what’s popular/what’s on sale. When this section of shoppers visits your site regularly, they are obviously looking for new information instead of seeing what they saw last week. Latest items, deals, what others are purchasing, suggested products, top-selling products, popular products, and top-ranked products can lure the attention of the browsing shoppers.

Some of the essential elements for browsing shoppers comprise-

  • Listings of the new, popular, and sale products
  •  Access to new inventory via related links and recommended products
  •  Ability to share details about specific products they prefer/ like

Bargain Seekers

Bargain seekers are always on the lookout for the best deal possible. Bargain-hunting behaviour is expected to impact the other types of shoppers. Few shoppers only choose to buy when they get the best bargains. They want to identify the best deals. Hence, for this category of shoppers prices should be clearly listed. In fact, the sale items should be properly highlighted and enjoy enhanced visibility (mentioning the savings made).

It is possible to transform the bargain hunters into repeat customers. Every eCommerce portal should focus upon sending coupons, providing discounts and offer the shoppers free shipping even with minimum purchases to lure this type of consumers.

Some of the key elements for this type of shoppers include –

  • Making the sale items visible along with the full-priced inventory. Provide a clear section for the discounted products as well.
  • Listing of the product prices, discounts and the savings.
  • Permitting the shoppers to easily redeem coupons.

One-time shoppers

This variant of the shoppers is a culmination of a lot of things – product driven, simple browsing, bargain seekers or probably just researching. The one-time shoppers are the ones who receive gift card buyers, simple gift buyers or even gift card recipients. They have a target/goal in mind when they decide to visit an eStore. There are high chances that they won’t visit the site after the purchase is completed as they are only interested in meeting the one-time need.

Since this type of shoppers have low chances of knowing how the eCommerce store works, it becomes mandatory for the store owner to comprise clear site navigation. It is believed that a clear product description enhances their shopping experience.

The one-time shoppers often complain about the lengthy registration process. According to most of them, registration and checkout are time-consuming. They prefer and like to visit those platforms that let them opt for a purchase without creating an account or allow guest checkout.

Some of the important elements to consider for one-time shoppers comprise-

  • Clear site navigation
  • Full product descriptions
  • Clear company details
  • Allowing purchase without registration


I agree with the eCommerce industry experts that top-notch user experience is a must for all shoppers but varied elements assume relevance based on the end target of the shoppers. When the designs are implemented with the user types in mind, the shopping experience only gets better

Why Magento is the best eCommerce Development Platform?

What do Warby Parker, Harvey Nichols, Olympus, Samsung and Nike have in common? All their websites are built on the Magento platform. In fact, over a quarter of all e-commerce sites in the world run on Magento.

Magento Is Open Source. Open Source = Free!

True, Magento has 3 versions in total:
Magento Community Edition (free)
Magento Enterprise Edition (paid)
Magento Go (paid & hosted on Magento’s servers)

The most popular of them all is the Community Edition, which is completely open source and boasts of probably the largest and most active developer community for e-commerce platforms on the internet.

Magento is free to download and install. You can tweak the source code any way you want to suit the type of website you are building and install extensions that are easily available through the Magento Connect Marketplace. Magento Connect, by the way also happens to be the world’s largest e-commerce app marketplace.

The platform gets upgraded regularly by the developer community working on it, security flaws are spotted and plugged making it extremely safe from an e-commerce perspective. If you are looking for even higher security standards, you could always opt for the Enterprise Edition which.

The best part is the free and easily available troubleshooting that you can fall back on from the large developer community and forumsPCI Data Security Standard offers a Secure Payment Bridge that comes with

Tailor-made For E-commerce

Magento started life as a platform intended for e-commerce unlike WordPress, Drupal or Joomla which are primarily content management platforms which also offer the option of e-commerce plugins.
The core features that Magento comes with make building e-commerce sites on it a real breeze. Some of Magento’s key e-commerce features are:

  • User Dashboards
  • Customer Segmentation
  • Inventory Management
  • Advanced shipping and supplier management
  • Allows bundling of products
  • Built-in cross-sell and upsell capabilities
  • CMS option
  • Newsletters

Freedom To Choose Hosting Service

Unlike other ‘made for e-commerce’ platforms like Shopify or Volusion, Magento allows you to pick the hosting service you want. This keeps your costs down and offers you the flexibility of switching hosting services if you run into problems with your existing one.

If you still need the convenience of a hosted platform, Magento Go offers you exactly that along with all the benefits that come with the Magento Community edition platform.

Magento Does Not Penalize You For Growing Bigger

One of the main complaints from users of other e-commerce platforms is the incremental cost that comes with every little feature that is added to the site. With Magento being open source, that issue is a complete non-issue. Add as many features as you want to your site, without spending a dime.
Another problem is the limits on the number of products, product lines and SKUs that can be uploaded and displayed on a platform. As you grow bigger and your store becomes more prolific, you start paying exponentially higher fees to your e-commerce platform provider. This is another area where you end up spending nothing on Magento.
Expand and grow as much as you like, and Magento will grow with you at no additional expense.

Easy To Integrate Third Party Apps

It is natural to want to make your life simpler by plugging in ready-made apps or plugins that integrate new features into your website, instead of coding each new feature from scratch.
With other e-commerce platforms, integrating third party apps is entirely in the control of the service provider. You can only integrate the apps that they allow you to and often there is a substantial price tag attached to the process.
Magento’s extensible API allows you to connect to any kind of app or plugin of your choice extremely easily. So be it payment gateways, web analytics or shipping and tracking; find the app of your choice and plug it into your Magento site with in no time.

Modular And Customizable

E-commerce businesses come in different shapes and sizes. What works for a fashion retailer may not work for a hardware and power tools seller. Similarly size and scale of operations, customer service requirements etc. pose different challenges in the e-commerce environment.

Being an open source platform, Magento is expected to be inherently highly customizable and modular. However, with the right coding smarts, Magento becomes like putty in your hands.

Its extremely modular technology allows you to develop beautiful front-end customer experiences by modifying or plugging in layouts and templates of your choice. Backend workflows can be redesigned to suit your business and made rock solid by rewriting code, modifying events and grids.

Fast. Really Fast.

47% of today’s web users expect a site to load in under 2 seconds. Any longer than that and they simply close the tab and move on with their lives. Every customer that leaves without buying leaves behind yet another dent in your overall conversion rate.

With such pressure on performance, you would want a platform that loads fast, allows caching of pages easily, while still allowing you to have as many bells and whistles as you need on your e-commerce site.

Magento gives you each of the above and more. It allows you to cache your pages easily using Varnish, retrieve data from gigantic databases in milliseconds, process queries in no time and load pages fast enough to please your impatient customers.

Built For SEO

We all know how important it is to make our websites as SEO friendly as possible. We also know the drudgery involved in optimising every single aspect of each page on the site for SEO. This can be a bigger drag for large e-commerce sites running into hundreds or thousands of pages.

Magento saves you the development trouble of creating SEO optimised URLs, meta tags, descriptions, URL rewrites, site maps, navigation and category structures and more. Its source code comes with all of these features built right in, saving you a lot of trouble and time, while still ensuring that your site is search friendly.

Go Mobile From The Word Go

As on January 2014, 66.8% of US consumers owned smartphones. Americans now spend more time surfing the web on their smartphones than on desktop computers.

Having a mobile optimised site has never been more pressing than now. The good news is that it’s now real easy for to develop mobile friendly websites using the HTML5 capabilities of Magento. Magento gives your mobile site audio visual and drag and drop capabilities, gesture-based controls as well as image scaling for varying screen sizes.

Run Multiple Websites With One Common Backend System

While almost every other e-commerce platform – open source or otherwise – lets you have only one store on one system; with Magento, you can run multiple websites on the same common backend system.

Every website can have distinctly different layouts and design with their own stores. You can even have different domains for each site. Control all of them simultaneously through a single unified admin panel using Magento. This capability is a boon for e-commerce businesses that operate in multiple niche categories.

Go International With Magento

A large and growing number of visitors to US e-commerce sites come from Europe, Asia and Australia. They spend more than domestic visitors per visit and have higher stickiness.

Unfortunately, most websites do not allow payments in international currencies, hence preventing the share of international users from growing as fast as it can. Fix this problem by building your site with Magento which supports multiple currencies and tax rates. It supports customization of your site in local languages, right to left text wherever needed as well as local cookie notification policies.

Will Google adopt Swift for Android app development?

Like it or not, Google is presently considering the adoption of Swift as its key programming language for the Android application development. Android currently operates mainly on a Java platform and C++, but there are few key benefits that Swift is capable of providing.

One of the key reasons why Swift could be chosen by Google because it is open-source, high on efficiency and comes with an easy to use programming language, which could prove to be game changing for the complete Android app development process.

Reports suggest that there are significant limitations to the Java platform. Swift assumes relevance in key areas of memory management and usage of the resource. Experts are of the belief that if Google decides to switch to a modernised language, the developer’s community will be better positioned to capitalise on the limited resources in mobile devices. Moreover, they will be able to boost enhanced development on Android by the third party developers. Although Java is a preferred cross-platform language, there are many who consider it outdated as compared to the newer languages that have been created.

I recently came across a report that stated that apart from Google, both Facebook and Uber are planning a switch with the aim to meet their operational requirements. Swift is an alternative language to Objective-C capable of engaging in quick development.

The future of Swift is expected to witness enhanced adoption, as more developers are keen to bag advantage of its unique benefits. Industry veterans are vouching for Swift as they feel Android developers should invest time to learn its varied nuances as this technology is capable of driving the world of app development.

Ways to increase the revenue on the e-Commerce Platform

Those days of easy profit by simply having an online shop no longer exists. With the aim to compete in the growing marketplace, one should explore all the different avenues that help to bolster sales and traffic. Here are some of the possible ways to strengthen the e-commerce success –

Landing Pages – It is suggested that the paid traffic is sent to the landing pages for products, not to the homepage or even send the paid traffic to categories that are capable of matching the intent of the users. Optimisation of the landing pages is necessary.

Products descriptions and SEO – It is best to leverage the product descriptions and ensure they are engaging and original. The text description allows the search engines to index and well-selected keywords that will ensure that you are visible. Developing unique descriptions stops you from being filtered out as spam by the search engines.

Site-wide search boost sales – Luring clients to your website helps to achieve the target. The ability to help them identify products on your page is key to close the sale.One of the most effective ways to implement this is to use and easy-to-identify and even an easy-to-leverage search function. All the aspects of design – placement, colour, cursor focus etc – should be used apart from ensuring the using on-site keyword analysis to improve descriptions.

Speed – Although page abandonment is a common phenomenon for any website but for the sales-based web portals it can prove to be disastrous.

What happened to Watchkart, Bagskart, Jewelskart?

Delhi based Valyoo Technologies was found in 2010 and operated multiple specialised e-commerce portals – Lenskart, Bagskart, Jewelskart and Watchkart, their names suggest their focus areas. However now it appears that the company has shut down all its portals but Lenskart. On attempting to reach the other three portals, the user gets redirected to Lenskart homepage.

While the company had been operating a 4 portals one cart model earlier, in February 2014 the company was reported to be selling off these portals it has now closed down. It had raised USD 10 million in Series B funding in 2013 and this fresh round would be the first funding since then.

In a statement, CEO and Co-Founder, Valyoo Technologies, Peyush Bansal said that LensKart revenue is expected to reach INR 100 crore by fiscal 2015. While no further updates were given on this, it is safe to assume that due to less visible competition this particular portal did better than its siblings.Co-Founder, Valyoo Technologies, Peyush Bansal said that LensKart revenue is expected to reach INR 100 crore by fiscal 2015. While no further updates were given on this, it is safe to assume that due to less visible competition this particular portal did better than its siblings.

Valyoo Technologies, the parent company behind niche e-commerce portal Lenskart is going to raise around USD 21 million (INR 135 crores) from a group of investors led by San Francisco based TPG Growth Group

Some good ideas for an artificially intelligent mobile app

Innovation-driven new ideas are rare. In fact, many of the ‘new’ ideas are usually old ones that are presented in a new way that help the customers realize the relevance of the old ideas. The target is to build a ‘connect’.

Conceptualizing an app idea is simple provided we know the answer to question – Do you aim to perform some particular functions on your smartphone? An app should be developed with the aim to address a specific problem that hasn’t been resolved by any existing app.

The artificial intelligence space has been growing rapidly. The idea of a personal assistant (e.g. Siri, Alexa, etc) which connects us to the Internet has become common nowadays. The new age app designers are pushing the boundaries of what we think technology is capable of performing.

Image result for Alexa phone


Experts are of the belief that artificial intelligence initiates with natural language understanding (NLU), ensuring that the smartphones and other devices are able to receive direct input or instructions. Some of the best-known examples are Apple’s Siri and Google Now.

An app for productivity rather than entertainment could be one that learns patterns in your behaviour or preferences. How about an algorithm that learns your lifestyle behaviour over time and can subtly modify it with notifications to become more healthy, or reduce a habit, like sending you a message “are you sure you want that cigarette?” just before you light up in your coffee break, or “why don’t you go for a jog” after an hour of video games or when your tv show finishes.

I would say that an app developer should not censor or analyze any ideas right at the beginning. Engage in brainstorming and do not worry if the idea is good or bad.

Shopify versus Magento

Undertaking a product comparison between Shopify and Magento is believed to be a tough ask due to the fact that there are three different editions of Magento – a free ‘community’ edition; the ‘Go’ version suitable for SMEs and the ‘Enterprise’ edition meant for the bigger companies.

Both Shopify and Magento Community are fairly powerful ecommerce hosting platforms, but Shopify offers enhanced ease of use since it is completely hosted and fully managed service.

Magento needs the user to buy hosting and implement all the software/system setup and installation procedures themselves, something that the tech-oriented people (and not the typical end-users) are able to do.

Shopify is definitely a stronger eCommerce platform for developing an online store with robust ease of use and powerful capabilities.

Start eCommerce business on Whatsapp

Imagine you have recently launched a small-scale eCommerce business and eyeing to sell your products online. But you are facing financial constraints and have limited knowledge of the eCommerce store development process? Then what should be your plan of action?

You do have a smartphone, a data connectivity, social media accounts like Instagram and WhatsApp. In simple words, you have all the necessary items in place to launch a basic online store.

Creating an e-commerce store isn’t an easy task as it is a multi-stage process comprising coordination of different factors like selecting and implementation of the right store; developing the storefront; inventory cataloguing; payment gateway integration; clients onboarding customers etc which demand considerable investment of time and funds.

When you are new to e-commerce, there are possibilities that you should opt for something easier. Consider using WhatsApp – the messaging service. Responsible for driving a considerable shift the way companies are communicating with clients.

This communication app has replaced SMS’ and fast emerging as the primary mode of communication for many around the globe.

Boost Internal Team Communication

There’s no denying that people are reluctant to learn new technology. But since WhatsApp is used by all, it’s business adoption won’t be a problem and nobody would need training. Just create relevant groups of Sales & Development team on WhatsApp and share messages for a quick response.

Strengthen customer communication

As unbelievable as it may sound but follow-ups on WhatsApp receive 40% more response instead of direct phone calls. Consumers hate to answer calls from unknown numbers and prefer responding to personal messages. Leveraging WhatsApp for customer communication improves the response and engagement level.

Heightened Customer Support

It is an excellent tool for client support due to its wider reach. Clients would prefer to share their concerns over a message instead of talking to a helpdesk executive.

Bolster marketing & promotion

Marketers consider WhatsApp as a robust marketing tool and as an efficient one-to-one platform for carrying out direct communication with the clients. Many prefer to use WhatsApp for sending out images, audio files, short video clips, etc.


The beauty of WhatsApp is that you don’t need to pay for an installation. Just list your WhatsApp number and create a group encompassing of existing and prospective clients both. The simplicity of WhatsApp can help you achieve your business goal without burning a hole in your pocket.