DIGITAL METHODS OF PROMOTING MOBILE APPLICATIONS: IMPACT ON FINANCIAL PERFORMANCE

In the context of the rapid growth of the mobile app market and increasing competition, effective digital promotion methods are becoming key to achieving successful financial results. This study analyzes the impact of digital promotion methods on the financial performance of mobile apps, considering such strategies as contextual advertising, app store optimization, social media marketing and guerrilla marketing. The Duolingo application was chosen as the object of the study, which allows for an in-depth analysis of successful practices. The results showed that the integrated use of these methods contributes to a significant increase in the number of installations and revenue of the application, as well as optimization of marketing costs. Particular attention is paid to the identified dependencies between the methods used and changes in financial indicators, which confirms theoretical assumptions about the importance of a strategic approach to digital promotion. The article provides practical recommendations for choosing promotion methods depending on the type of application and target audience, and also identifies prospects for further research in other sectors and on new platforms. The contribution of the study is to deepen the understanding of the relationship between digital marketing and financial results, which contributes to the development of theory and practice in this area.

1. Alon, N., Stern, A. D., & Torous, J. (2020). Assessing the Food and Drug Administration’s risk-based framework for software precertification with top health apps in the United States: Quality improvement study. JMIR mHealth and uHealth, 8(10), e20482. https://doi.org/10.2196/20482

2. Braun, S., Elberzhager, F., & Holl, K. (2017). Automation support for mobile app quality assurance: A tool landscape. Procedia Computer Science, 110, 117–124. https://doi.org/10.1016/j.procs.2017.06.036

3. Carranza, R., Díaz, E., Martín-Consuegra, D., et al. (2020). PLS-SEM in business promotion strategies: A multigroup analysis of mobile coupon users using MICOM. Industrial Management & Data Systems, 120(12), 2349–2374. https://doi.org/10.1108/IMDS-03-2020-0165

4. Kukanov, A., & Andrianova, E. (2018). Creating the Mobile Apps Independence Rating. Les Ulis, France: EDP Sciences. http://dx.doi.org/10.1051/itmconf/20181803002

5. Lougheed, T. (2019). How “digital therapeutics” differ from traditional health and wellness apps. Canadian Medical Association Journal, 191(43), E1200–E1201. https://doi.org/10.1503/cmaj.69139141

6. Mao, Z. M. (2016). Diagnosing mobile apps’ quality of experience: Challenges and promising directions. IEEE Internet Computing, 20(1), 66–69. https://doi.org/10.1109/MIC.2016.14

7. Nobile, T. H., & Kalbaska, N. (2020). An exploration of personalization in digital communication. Insights in Fashion. New York, NY: Springer International Publishing. https://doi.org/10.1007/978-3-030-44336-0_29

8. Okumus, B., Ali, F., Bilgihan, A., et al. (2018). Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants. International Journal of Hospitality Management, 72, 67–77. https://doi.org/10.1016/j.ijhm.2018.01.001

9. Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42–61. https://doi.org/10.1016/j.intmar.2018.07.002

10. World Bank. World Development Indicators. https://databank.worldbank.org/source/world-development-indicators. 2024. (доступ: 10.05.2024).

11. International Monetary Fund. World Economic Outlook Database. https://www.imf.org/en/Publications/WEO/weo-database/2024/April. 2024.