You’re ready to release your app and you want to make the biggest impression possible. There are lots of options for promoting the app, but it’s not always easy to identify the best choice. All apps are different, and not all marketing strategies are created equal. In order to start strong and sustainable, developers must pick the right marketing strategy as early as possible.
This quick guide shows you how to choose between an app marketing agency and a demand-side platform (DSP):
What Is an App Marketing Agency?
App marketing agencies are basically outsourced marketing departments. They handle all aspects of app marketing from beginning to end. This includes creating the ads, placing them, managing ad spend, and optimizing performance metrics. An an app marketing agency exists to serve developers exists to serve developers who have no experience with marketing and no inclination to tackle it themselves.
What Is a DSP?
A DSP is a kind of like an ad broker. They buy blocks of advertising, then funnel ads to those platforms based on algorithmic indicators. Thanks to AI and machine learning, this process is able to place ads in front of the most receptive audience available.
Automation makes ad placement more effective, and since it requires no manual inputs it’s more efficient as well. DSPs handle an important aspect of mobile app marketing, but they don’t provide as many services as an entire agency.
What Are the Pros and Cons of an App Marketing Agency?
App marketing agencies provide a wide range of services, which is the biggest asset for many developers. These agencies have extensive experience, expertise, and insider connections. And for developers new to the market, all of those can prove very helpful. Rather than trying to juggle development and marketing simultaneously, half the burden can be outsourced.
The biggest con of working with app marketing agencies is that you pay for the high-level of service you receive. Consequently, marketing budgets are higher to start and cost more to sustain. Plus, developers may end up outsourcing responsibilities that they could realistically tackle themselves. Every company will need to decide whether the cost/benefit is worth it.
What Are the Pros and Cons of a DSP?
The most overarching benefit of DSPs is that they remove human beings from the equation. Automation leads to better decision making and more effective ad placement. Plus, it allows developers to reach a much wider audience in much less time. Essentially, it handles a huge workflow while improving it significantly at the same time.
The only disadvantage of DSPs is that they may not meet all the marketing needs of developers. They provide an important service, but they don’t entirely outsource marketing. Some responsibilities still need to be managed in-house. And if the in-house team does not have the time or expertise it could cause marketing to suffer. Understanding the strengths and limitations of a DSP is essential before making a final commitment.
Which One Should I Choose?
Ultimately, there is no right answer to that question. It all depends on how much you have to spend, what you hope to achieve, and what resources are at your disposal. All developers need to be honest and self-critical before deciding what option with which to move forward.
It’s also wise to emphasize that while this decision is important, it’s not all that’s important. The success or failure of an app has a lot to do with marketing. In the end, however, it’s really determined by the quality of the app itself. Apps that compel users will naturally and inevitably find an audience. Marketing does a lot to optimize the outcomes, but if the finished product isn’t great, no amount of marketing will help.
