Social channels like Facebook and Twitter were more effective than any other method of mobile app marketing in the last quarter, according to a recent study.
In AppsFlyer’s Mobile Advertising Measurement Q1-2013 report, analysts observed that using these social channels improved three important metrics for app marketing campaigns: user quality, conversion rates, and volume. App marketers in the study promoted their apps on social media through user invites and social app discovery platforms.
These metrics measure the number of clicks that lead to the installation of the app; the number of sessions, in-app events, purchases and retention of current users; and the volume of new users.
“In previous quarters, Social delivered high quality users; however, the volume and reach were limited,” the researchers wrote. They added that Facebook’s Mobile App Install Ads, which launched late last year, “definitely helped the Social channel become the winner in Q1 2013.” (These were recently updated with new targeting options as well.)
Social media marketing campaigns were especially effective for games, travel, social apps, and geo-targeted apps, the the study found.
Other marketing methods explored in the study were ad networks, app discovery platforms, cross-selling, incentivized traffic, and search.