App fever is at an all time high, with the sheer number of apps developed and approved on the app store at just over 225k for the tail end of Q2 2010. It’s crystal clear that the current app landscape poses both a huge opportunity and challenge as more brands, marketers and developers take their shot at app success. This post will focus on the current state of the app industry and outline how you can maximize success for you app by preparing a strategy for 2011.

Those who choose to avoid the forward march of the app industry, do so at a considerable risk.

To stay ahead of the curve, we need to take a quick step back and carefully examine a few milestones we’ve crossed so far.

On June 22nd Apple announced a stellar debuted for the iPad, reporting that they’ve sold three million iPads just 80 days after it was introduced. Developers haven’t held back either with over 10 thousand apps created specifically for the iPad and almost all of the previous apps being compatible.

The average price for popular apps in North America is roughly $2.43, European iPhone users are ready to pay an average of about $3.86, as per Distimo’s App Store Worldwide Report. Overall iPad apps prices are pushing the average up, although not considerably.

Apple’s big roll-out of its iAd advertising network is just around the corner, set for July 1st. So who’s already signed up and hoping to benefit from iAd’s potential? Leading brands such as AT&T, Best Buy, Nissan, Sears, The Walt Disney Studios, and many more; with commitments reaching the upwards of $60 million. iAd promises an engaging, relevant and interactive commercial experience, that is as long as creative directors can create content that’s original enough for it (I’m thinking mini games / apps) and marketers are ready to dish out an estimated $10 per thousand impressions plus $2 per click (ouch).

The Matter at Hand

If 2010 has taught us anything (so far) it’s that people want to talk to their friends, family, colleagues, anyone who cares to listen, about their apps.

Word of mouth is critical. It builds excitement and helps push the app into more devices than any other strategy alone. Luckily, there are countless app review sites, blogs and social networks (Twitter, Buzz, LinkedIn, Facebook, YouTube, Viddler, etc…) to share your app on.

The strategy we’ve devised for our clients at AppsMarketing consists of what we’ve defined the Hollywood approach. Let’s put it this way, how often do you see big productions just go to theaters without weeks of trailer buildups and promos? Not often right? The same technique should be applied prior to your app being approved on the app store. Think of your app as a blockbuster just waiting to hit the (mobile) screens!

Pre launch – It’s all about anticipation

You’ll have anywhere between 1-2 weeks before you app goes live. With just the right timing and screenshots prior to the app’s release, you’ll have bloggers discussing your upcoming app, people subscribing to be notified of its launch and potential users ready to buy it as soon as it’s available. App screenshots and video teasers are the perfect way to ignite the pre launch spark. Post select content through social media channels and by reaching out to influencers in your app’s industry; they’ll help amplify the hype (drama) as long as you’ve peaked their curiosity. Remember – don’t give away too much.

Launch – Showtime for your app

The moment your app hits the app store, you’re on a deadline to make a serious impact. You’ll have to go in strong with all the artillery available at your disposal. By now you should have generated a healthy subscribers list during the pre launch phase. Your initial email should offer value and insight on your app with a clear “call to action.” Give your readers a genuine reason to grab your app right away. Combine your email outreach with a solid app launch press release. For those with a deeper advertising budget to invest, we recommend branding your app on relevant review sites. You’ll want to filter through available ad spots on BuySellAds & AdvertiseSpace.

Post Launch – Give your audience an encore

Typically 1-2 months post launch, it’s time to get creative with your app pricing strategy. We’re talking serious price drop and by “drop” we mean “free”. Just like in the previous 2 phases, you’ll want to make sure everyone knows about the “special offer” through social networks ahead of time. Why drop it down to free? Giving your app a little extra attention by going free for a limited amount of time will in turn give it a bump in rankings and bonus reviews. Discounts have been proven to work best with a deadline, i.e. for the next 2 days! Price drops are great when run in conjunction with holidays or other major events.

Remember, success of your mobile apps depends primarily on them being both useful and well executed. If they are useful, simple and perform as expect you will acquire users with much less effort than expected. A well-developed and intuitive app will simplify your app marketing strategies any day.