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iPhone® and iPad® Apps Marketing: Secrets to Selling Your iPhone and iPad Apps, Second Edition by Jeffrey Hughes

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20. Marketing Essentials and the Right Mix

Striking a balance between how much you should spend on marketing and anticipated revenue is a challenge for any product developer. It’s especially a challenge for iPhone/iPad app developers because of the low price point of their app and the fact that the Apple App Store takes a 30% share from all sales including in-app purchases. So the question often asked is how much marketing is needed for profits to be realized?

Think of marketing in terms of driving visitors to two locations to learn about your app: the App Store and your app product website. Ultimately they have to visit the App Store to purchase your app, but they may visit your website first and then click over to the App Store. You will spend ...

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