Marketing Strategies in Mobile App Development

• Autorzy: Dawid Piechaczek , Ireneusz J. Jóźwiak , Alicja M. Jóźwiak , Wojciech M. Nowak
• Języki publikacji: EN

Abstrakty

EN

Purpose: The article attempts to show that the effective marketing is a key condition for achieving large profits in mobile app development. Design/methodology/approach: Promising IT projects can, very often, end in a disaster if people do not choose the right strategy of sales. There are many promotional activities available as well. This study investigates different types of business models that are currently used in the marketing of mobile applications. Findings: Different types of business models will be compared with their effectiveness and popularity. In addition, the advantages and disadvantages of different strategies will be reviewed. Moreover, aspects, which influence the final revenue from the application, will also be shown. Originality/value: The entire discussion and the selection of the best strategy will be summarized. (original abstract)

Słowa kluczowe

EN

Marketing; Marketing strategy; Mobile applications

PL

Marketing; Strategia marketingowa; Aplikacje mobilne

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2020
• Numer: z. 144
• Strony: 373--381

Twórcy

autor

Dawid Piechaczek

• Wroclaw University of Science and Technology

autor

Ireneusz J. Jóźwiak

• Wroclaw University of Science and Technology

autor

Alicja M. Jóźwiak

• Wroclaw University of Science and Technology

autor

Wojciech M. Nowak

• Wroclaw University of Science and Technology

Bibliografia

• 1. Alomari, K.M., Soomro, T.R., Shaalan, K. (2016). Mobile Gaming Trends and Revenue Models. Trends in Applied Knowledge-Based System and Data Science: 29th International Conference on Industrial Engineering and Other Applications of Applied Intelligent Systems, Morioka, Japan, pp. 671-683.
• 2. App Revenues. Available online http://www.businessofapps.com/data/app-revenues, 05.02.2019.
• 3. Apple Developers. Available online https://developer.apple.com/app-store/business- models, 05.02.2019.
• 4. Mooij de, M. (2019). Global Marketing & Advertising. Understanding Cultural Paradoxes. London: SAGE Publications Ltd.
• 5. Top Apps in Q1 2017. Available online https://sensortower.com/blog/top-apps-q1-2017, 05.02.2019.
• 6. Top Grossing Mobile Gaming Apps. Available online https://www.statista.com/statistics/ 263988/top-grossing-mobile-ios-gaming-apps-ranked-by-daily-revenue/, 05.02.2019.
• 7. Vaynerchuk, G. (2019). Mobile App Revenue. Available online https://www. chromeinfotech.net /resources/pdf/mobile-app-revenue.pdf , 05.02.2019.
• 8. Winter, J., Battisi, S., Burstorm, T., Luukkainen, S. (2018). Exploring the Success Factors of Mobile Business Ecosystems. International Journal of Innovation and Technology Management, 15, 1850026.
• 9. Worldwide Mobile App Revenue. Available online https://www.statista.com/statistics/ 269025/worldwide-mobile-app-revenue-forecast, 05.02.2019.

Identyfikatory

DOI

10.29119/1641-3466.2020.144.30