Our 2 cents about how to run a successful app-marketing competitive analysis. Includes recommended free or almost free app marketing tools to use.
Reading time: 10 minutes (the actual work is a different story…)
In today’s world, doing competitive analysis is like doing opposition research: it’s just simply a given. It’s a method everybody must follow.
Yet knowing that you must run competitive analysis is one thing. Doing it right is another.
Since we started helping app developers & marketers learning which tools (SDKs) are used by their competitors, just by using our free App X-Ray tool, we received many requests for our advice on how to properly run a mobile app competitive analysis. So, we’ve decided to roll out our sleeves and help.
Mobile app professionals are a part of a very competitive industry. It is therefore no surprise that they always need to be vigilant and adaptive. As many developers have smaller budgets than established companies, they must get extra creative when it comes to their business and marketing efforts. That’s why some app developers I know (and very much respect) are not just checking items off their to-do list. They are constantly on the lookout for innovative ways to learn from their competitors’ activities and methods and utilize that information to grow their own business. Moreover, they are constantly looking for faults. Things that their competitors aren’t doing, or aren’t doing well.
I personally think that the “me too” strategy is legit and shouldn’t be instantly rejected, just because of an oversized ego. Running a smart competitive analysis will help you add more hacks and tactics to your list and gain a good understanding of the important tactics or strategies being used. It’ll also uncover which tactics your competitors aren’t using so you can leverage them for your use.
Many app developers focus almost their entire efforts on keywords research (on ASO tactics), and they tend to neglect other vital areas such as high level business data, partnerships, content strategy, PR, and social media strategies etc. In turn they get to see and understand only a small part of the picture.
To cut a long story short, here is a more comprehensive list of competitive analysis areas, that aims to cover all aspects of mobile app business and marketing, or at least most of them. You are probably familiar with some of the items on the list and I hope to introduce you to some more which might generate news ideas.