App marketers turn to app store subcategories for greater leverage

07/16/2013 | Mobile Marketer

Mobile application marketers are increasingly seeking to distinguish themselves within app store subcategories to boost downloads, Lauren Johnson writes. The focus on subcategories allows marketers to reach consumers most likely to be interested in their apps and more likely to create ratings and reviews, she notes. "The ideal app store ranking is not necessarily the highest ranking. Instead, it is one that returns the optimal ratio of organic downloads to marketing dollars spent to maintain a specific rank," Johnson writes.

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