mobile app marketingEveryone knows the saying; “There’s an app for everything.” What mobile app marketers are beginning to realize, though, is that there is more than one app for everything. The mobile app market has been rapidly growing over the past few years and shows no signs of stopping.

In 2010, Mashable came out with an award in their annual version of the “Mashable Awards” that went to the top mobile app based on nominations from voters. The winner was an app called “,” which read emails and text messages aloud for people while they were driving. With apps nowadays that allow you to speak your text messages and have them sent, it’s safe to say we have come a long way in just three short years.

In 2011, according to a Gartner study, the mobile app industry grossed over $5.2 billion with 16 percent of that coming from mobile app advertisements. In 2014, both those numbers are expected to keep rising. The number this year is expected to be somewhere around the $15 billion range with advertising making up a third of that number, according to the Gartner report. Either way, the mobile app market is on the way up and up.

What does that mean for mobile app marketers? On the plus side it means that there are going to be a lot more options to choose from, and a lot more chances for exposure. On the downside, it also means that there are a lot more chances to fail and the competition is going to be a lot stiffer. Luckily for marketers, though the numbers change, the philosophy should still stay the same. The key to being able to market your mobile app is to know your audience.

Knowing the audience your app is targeting allows you to narrow your choices if you are seeking advertisers and also can help dictate your marketing strategy in terms of content development.

Recent polls have shown that the top mobile apps are the ones that make people’s lives easier or allow themselves to show off their work. A 2011 Mashable poll and 2012 Business Insider poll ranked the top apps of their respective years, and most of the top apps are ones such as camera improvement apps allowing users to add philters and graphics to photos such as Camera ZOOM FX and Instagram. Most other top choices include apps such as Paper, Box, Pulse News, Glimse and Flipboard, apps that allow users to organize their information, whatever it is, into easy to manage and navigate sections.

As far as choosing whether to make your app free or not or whether to advertise with free apps only, recent studies also show that most of the top app lists feature both free and non-free aps alike. This means that consumers don’t necessarily care if they have to pay a few extra dollars so they can get an app that truly saves them time, energy and headaches.

The mobile app market is growing rapidly and mobile app marketers have to be able to movie with it. Whether it is through marketing through in-app advertising or marketing the app by itself. Choosing the right outlet and audience will determine an app’s success on the growing market. The app should also work as well.

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