The Beginner’s Guide to Mobile App Marketing

app marketing

Getting your app discovered is the fundamental challenge every app marketer faces. With millions of apps across iOS, Android, Windows Phone and other platforms, standing out in the boundless sea of available apps is becoming increasingly difficult.

The best app marketers will pursue a comprehensive, well-rounded app marketing strategy that includes both pre-launch and post-launch work. The best strategies will include organic and paid app marketing channels.

Here’s the complete guide to app marketing that every app owner needs to follow.

Before Launch

Contrary to popular belief, your marketing strategy needs to start well before your app goes live in the app store. Like with any successful product, understanding who your customers are and where you can find them is one of the most important pieces of the app marketing puzzle. There are a few steps you need to take before you launch your app:

Select important keywords

To market an app successfully, you need to understand the keywords that matter. The term keyword can mean a lot of things in the app world, but at a general level, a keyword should represent a term that a customer will use to recognize what your app does. For instance, the most important keyword for a sudoku game would be “sudoku”, while the most important keyword for a calculator would be “calculator.” These are easy examples, but for some apps, the keywords may not be as obvious.

Keyword tools, such as MobileDevHQ’s App Store Optimization tool and its competitor AppCod.es  make it easy to tell which keywords will be most frequently used between your and your competitors’ apps. You’ll also learn how often those keywords are searched for within the app stores.

Selecting strong keywords for your app is imperative to the success of the remainder of your app marketing strategies.

Choose a good name

It seems so obvious, but it’s not. The right name can make or break an app. Your app name needs to be unique and memorable, but it should also include the most important keywords that potential users will be searching for. An app name matters a lot in app store search. Before selecting your app’s name, be sure your choice doesn’t infringe on any trademarks – otherwise your app might be rejected from the store altogether.

Find your competitors

After you’ve decided upon your keywords, you can begin to research your competitors. Which apps rank highly in app store search results for your keywords? What are their feature sets? What other keywords do they target?

With the number of apps in the app stores today, you’ll likely find a variety of competitors, whose products are similar to your own. Take note of all your initial competitors without filtering any out. Research this long list of potential competitors and scale it down to the top 4 or 5 heavy contenders based on similarity to your app and the competitor’s success. A 1-star app with only a handful of reviews isn’t likely to be a real contender, but a 5-star app with thousands of reviews is a formidable competitor.

Choose the right category

Surprisingly, managing the category of your app is a whole science in itself. Because so many downloads are driven by the app stores’ Top Charts, it’s important to choose the category that will give your app the best shot of ranking highly in the Top Charts for your category.

The reality is that all categories are not created equally. For instance, the Social category will drive more downloads than the Lifestyle category. However, your app is going to have a harder time ranking highly in the Social category (against the likes of Instagram, Facebook, Twitter, LinkedIn, Tumblr, etc.) than in the Lifestyle category (against apps like horoscope and drink recipes ). The former category’s brands are massive and will be virtually impossible to beat, but if you’re able to do it, you will earn serious amounts of downloads. The latter category’s apps are not as entrenched by users, and it’s more likely you can rank against them, but you might not earn as many downloads from it.

Do the risk calculation for yourself and your app, understand the pros and cons of each category and choose the most relevant category for your app to drive its success.

Create an amazing icon

instagram icon

Your app icon matters. First and foremost, your icon conveys your app’s purpose and its style, and it is the first interaction your users will have with your app. Make your icon amazing so visitors will be more likely to click on your app after seeing it in search results. Your icon should also stand out in a grid on your user’s device, making them more likely to open and interact with your app on a frequent basis.

Fun fact about icons: Apple won’t even feature an app (an incredible driver of downloads) unless they believe the icon is well-designed and fits in with their overall look and feel. Now, that’s an added incentive to work hard on creating an eye-catching icon.

Take great screenshots

draw something

You’ll spend a lot of time finding ways to drive visitors to your app’s detail page within the app store, but that’s only half the battle. Once a visitor is at your app’s page, you need to convert that visitor to a real user by convincing them to download your app. Screenshots are an essential tool to help turn visitors into users.

Make sure your screenshots are memorable, informative and exciting. They need to draw a visitor’s eye to them, explain exactly what your app does and convey how easy your app is to use.

Draw Something does a great job of showcasing fun screenshots that include overlays, describing features of the app as shown in the example above.

Post launch

Congratulations, you’ve finally launched! While some app creators like to think this is the end of the road, it’s not. In fact, it’s just the beginning. Your next big focus? Marketing your app.

App marketing can be broken down into two categories: paid marketing and organic marketing. Organic marketing refers to any method you can use to earn downloads without paying for each one. Paid marketing is any method you can use to pay for each individual download.

Organic promotion

Some of the best ways to get downloads is organically. Spending money to get downloads is great, but the reality is not everyone can do so. So, here is how you can get free downloads:

Sign up for an app store analytics application

mobiledevhq

In order to understand your organic app distribution progress accurately, you need to first sign up for an analytics tool. You’ll want an analytics tool that will track your apps and your competitors through the Top Charts and Search Rankings.

A variety of analytics tools exist that can perform a subset of the functions you’ll need, but the two most prominent are App Annie and MobileDevHQ.

Get featured on app review sites

A high percentage of downloads for new apps occur after those apps have been reviewed by app review sites or other earned media outlets (tech news, mainstream media, niche related press, etc.). It’s important to reach out to these media outlets in order to drive a burst of downloads at your launch time.

Identify the blogs – and the authors themselves – who are writing about your direct competitors and other apps within your realm. Reach out to those authors and pitch them your app. Pitching journalists is a complex art, but there’s really only one rule of thumb to follow: put yourself in their shoes, understand their incentives (do they write popular articles, breaking news, etc?), and offer them something you would want if you were them.

Increase social sharing of content within your app as well as your app itself

Word of mouth (viral!) is another one of the most important ways new users can find your app. You have to do everything in your power to make it easy for your current users to share your app as well as content within your app.

Path does an amazing job of this. While Path is a “private social network” that is mobile only, users still have the ability to share pictures publicly. The picture will be published on Path’s website at path.com and can be shared via Twitter, Facebook or Foursquare, for anyone to view. Viewers who are not users can then see the value in Path and install the app quickly.

It’s also important to make sharing the app itself dead simple: have a way to share it via SMS, Twitter, Facebook, email, etc. The simpler the process of sharing the app, the more users will engage in the process of sharing.

Encourage users to rate and review your app

Where an app ranks in search results (and, to a certain extent, Top Charts) depends on how many ratings it has and how high those ratings are. It’s critical for your app’s success to receive as many 5-star ratings as possible.

There are plenty of clever ways to encourage your users to rate your app. The most obvious is to simply ask for ratings from within the app as users are engaging with it. You can implement this request after they’ve used the app a few times, after they’ve spent a set amount of time using the app, etc. How to encourage users to rank your app is a personal preference. You’ll have to think outside the box for interesting, and potentially more effective, ways to get your users to rate your app. For example, the app Move the Box tied virtual currency to rating their app: if a user runs out of tokens, they can rate the app to earn more.

Build a great web landing page

Mobile is great. Apps are amazing. But the truth is the web still matters. Whenever somebody writes an article about your app, they’re likely to link to two places: your homepage on the web and your app’s detail page in the app stores. Whenever a potential user searches Google for your app, they’ll find both your app’s detail page and your homepage. This makes building a great web landing page a great tool to convert web visitors into users.

Keep in mind that your app’s detail page in the app store is a very limited, non-rich, non-customized experience. Your web page should be the opposite: rich, enjoyable and engaging. In certain instances, you can even embed a web version of your app, mimicking exactly what a user will experience in the app. For instance, look at Wolf Toss: their entire game is available on iOS and Android, but it’s also available via Chrome. This gives users the ability to play the game in its entirety before even downloading it to their device.

Paid promotion

Now that you know everything about getting organic downloads, you need to also consider paid promotion if you want your app to hit the top of the charts. Here is how you can leverage money to get more downloads:

Install Mobile App Tracking

Mobile App Tracking is a great tool to help app marketers understand exactly how many downloads come from each paid ad source. With the recent deprecation of iOS’s UDIDs, Mobile App Tracking is the most accurate way to ensure you are spending money in the right place.

For example, Mobile App Tracking gives you the ability to see that the $1,000 you spent on Jumptap gave you 100 installs while the $1,000 you spent on Tapjoy gave you 150 installs. You can use this information to tailor your ad spend to the best performing networks.

Calculate the number of downloads you’ll need to get into the Top Charts

Every category requires a different number of downloads to move into the Top Charts for that category. Do your homework and find out just how many downloads per day you’ll need to get into the Top Charts. Finding the exact number can be challenging, but you’ll be able to approximate the number of downloads your app needs to move its way up the Top Charts rankings.

To estimate your targeted download number, keep an eye on how many downloads/ratings/reviews the apps in your category’s Top Charts have and how they change on a daily basis. If the app store doesn’t offer a way to follow number of downloads, do your best to approximate. Use your app as a guide for what percentage of users also rate and review it, and approximate the other apps using this same percentage. As an example, if your app has 100 downloads and 5 ratings (5%) while your competitor has 10 ratings, you can assume that your competitor has around 200 downloads. You should be able to triangulate on a reasonable estimate for the number of downloads per day needed to rise in the Top Charts.

Run burst campaigns to rise in the Top Charts, then lower your spend and stay ranked organically

One of the best ways to rise quickly in the Top Charts is to run a burst paid ad campaign to drive rapid downloads. Once your ad campaign begins, you’ll see an increase in the number of downloads and users of your app. If your app is valuable, you’ll get great ratings and reviews, and the app will be shared by users with their friends. Due to the increase in downloads, you will now begin to rank higher in the app stores’ Top Charts.

Once you’re ranking highly in the Top Charts, you’ll be able to decrease your ad spend while your app continues to rank highly on its own. This creates a virtuous cycle of organic app growth: your app ranks highly in the Top Charts, which drives downloads and ratings, which causes your app to continue to rank highly in the Top Charts.

Conclusion

Building an app is hard, and marketing an app is even harder. It requires a multi-faceted approach that is coordinated and coherent. Each of the steps above will contribute to a successfully marketed app, but none of them are silver bullets.

You have to create a great app and consistently promote it through as many channels as possible for a shot at success in the app store ecosystem. With a lot of work, and a little luck, you can build a massively successful mobile app that will drive your business forward.

Have you marketed a mobile app yet? Did you learn any tricks to share with the world?

About the author: Ian Sefferman is the founder and CEO of AppStoreHQ and MobileDevHQ. Through those 2 enterprises, he helps companies market their apps so that they can rank at the top of the charts.

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Comments

  1. Thanks for the great guest post Ian. I’ll use it extensively this summer as we plan to launch an app then.

    What sites do you recommend that we post advertisements on?

    What apps do you recommend that we post advertisements on?

    What is the “Google Adwords” for mobile apps?

    Do mobile ad advertisements follow a similar CPC or CPM model? If so, what is the average CPC that we can expect to pay?

    I’m sure I can Google these questions, but I’d really appreciate the answers from an expert :)

  2. I’d like to throw in this blog for people particularly interested in Android marketing.

    • Thanks for the link of your blog. Its really cool! :-)

    • Cool, thanks for sharing.

    • I live in Kenya..i had a great idea of developing an app for the local market. I had a feeling it will be a great success. It solves a specific problem to the local auto market here.

      The problem is that i am not a coder so cant design the app and the other problem is that if i share the idea with someone, the person might just ran with the concept and beat me to it so i am looking for coders who are not in my country?

      Any ideas where to start and get good app developers?

  3. Nishith Kumar :

    Hey Neil

    It’s been an excellent read through all your posts so far, helping me signifcantly in the SEO and SMM plans for my venture. Owe you a bunch of thanks!

  4. Promotion through social sharing is much difficult than paid promotion. Most social media specialist do it in traditional way but all efforts goes waste until the sharing does not spread like viral.

    Without being viral our sharing will be limited to our social circle.

  5. I too have to agree Mobile is the future. We do everything on our smart phones. I have a app on the apple and android and theres a bigger market in the apple. plus building an apple App is easier and cheaper than Android.

    • Definitely, thanks for sharing your thoughts with everyone.

    • I don’t think this can be generalized. There are things that take a minute to build on Android and a lot longer on iOS, like the seamless integration of other apps, and there are things that take shorter and less engineerial power to achieve on iOS, like supporting every available screen size and density.

      Also, monetizing on Android most likely doesn’t work the way it works on iOS for each app, simply because of the targeted audience. Many of our big customers provide sophisticated apps for iOS and Android to simply match their appearence as premium brands.

      Btw: Thumbs up for carpooling! :-)

    • With the increasing use of smartphones, mobile apps will certainly rise to become the new darling for marketers and businesses alike to promote their products and services. Definitely, this will be the next big thing to conquer to promote brand awareness next to Pinterest.

  6. Great Tips Neil. The icon for mobile App is really important. Hope that developers use good graphic designs for that purpose! :-)

  7. Good article. Launched my first iphone app last fall without much thought given to a lot of this. Ironically, I’m in the process of working on a blog post about my lessons learned.

  8. Nice post. I feel mobile phone marketing is a challenge because of the strict guidelines.

  9. Neil

    In this age of “information overload” I really enjoy your posts…always relevant, high quality information that can be implemented on a practical basis…even by by novices like myself…please keep up the good work and can’t wait to read your next post…

  10. Great post on mobile app marketing. I would love to see some good and bad comparison between apps.

  11. One of the best and most informative posts I’ve ever read on mobile app marketing. Thank you for taking the time and resources to put this all together!

  12. The section about monitoring ad campaigns is interesting. Thanks for organizing this article!

  13. How accurate are the analytics tools like AppAnnie? Can you track app download pages?

    Some really great posts coming out of QuickSprout recently.

  14. Anything related to Mobile Apps is something we should be involved and updated. Most people use mobile apps for different purposes there are also mobile apps for almost every purpose.

    Nice post!

  15. Nowadays, most of the people are using mobile for surfing on the internet so day by day the demand of the mobile application are also increasing in the market to grow with the business. That’s why, these tips will help the mobile application marketers to grow in their business.

  16. Hi Neil,

    Thanks for this useful post. I would like to outsource the development of a mobile app for my sales training company “Sales Will Grow” Can you advise me on the best and cheapest way to do this? Thanks again for this great site. David

  17. We are about to launch a mobile app in the next 2-3 months. I just bookmarked this post for our reference on how to plan and to execute our app marketing strategy.

    Thanks Neil.

  18. Hey Ian, nice post. Neil, hope that you will continue with articles for the mobile platforms. I think its a great way to attract more readers to your blog. On the other hand, readers involved with mobile will get great insights if the future articles are as good as this one.
    Really looking forward to your next article concerning mobile.

  19. I’m been thinking about making an app on the side to test out that type of venture. I was unclear about the marketing side of app development but this post is definitely one of the best ones I’ve seen.

    Amir

  20. i remember reading somewhere that in less than 5 years mobile users will be more active than computer users… this trend forces us to take a new approach on mobile apps… especially android… so let’s head back to the mobile drawing/planning board…

  21. Well, I have been thinking to launch a mobile app for my travel site….This post would be a good reference when I do so. :)

  22. Jeremy Jacques :

    Great post and useful information,

    As an App Developer I have a few more comments to add in. If you have a niche product you should try to search out the niche blogs that will write about your app. Do this BEFORE launch, if you wait until after launch your app will have already lost steam and might not be able to get back up. If you are paying for a blog post (which some blogs will do) try to have them run on your day of launch or close to it. Ian’s point about burst campaigns is huge, it tends to be most effective if you run all of your campaigns at the beginning of your launch. This is due to the fact that the App Store ranking system is based on a cycling (rumored 4 day) download count.

    Paying for downloads is not very effective in helping gain traction on apps unless you have a big budget ($10,000+) and a great app to boot.

    The final point that I would like to make is that while it is nice to have a mobile app for your product or service, the most effective apps are products or services in themselves. An app will not help market your existing product or service, but an existing product or service can help market an app. The email lists that you have or any other way you can contact a customer to let them know you are launching an app can be huge for your app success. Again, do it right at the launch or your app.

    If you want to see my latest app its here: http://bit.ly/Hd4tHv

    • Thank you Jeremy,

      I appreciate you sharing your thoughts and suggestions on the subject.

      • Michael Sodano :

        Hello, this article has helped me tremendously in understanding different details and strategies to consider with my own project currently in development. Any tips or suggestions in respect to launching a game app for the iPhone/iPad market??

  23. Hi Ian,

    The marketing is exactly where I am stuck. I thought the year writing the game was the difficult bit. I’ve almost tried every route without spending money, but without success.

    I’ve blogged about all the different types of marketing at lazybrush.wordpress.com for those wanting to make the same mistakes. :-)

    It’s a hard slog, but hopefully one day everyone will have heard of Lexigon!

    Thanks again,

    Andy

  24. Rafiul Alom :

    Just awesome,
    Can also you post some articles about getting potential web development clients?

  25. Hi Neil
    Great article-thanks :)
    If you had $10K to promote an app (Brush DJ) how would you spend it to get the most bang for your buck?
    Thanks
    Ben

  26. Thank you, Sharing App facility by email, sms, twitter is a good idea and really effective.

  27. Hi Neil,
    Brilliantly explained the strategy of pre-launch work and post-launch work of mobile app marketing. I think along with these all the parameters, appropriate time of app launching should be decided. I mean that launch the app at that time when it is actually needed in the market. This think doing so will help to higher the chances of better ROI and save from big loss. Thanks for sharing nice post.

  28. social media is very easy,free and use as for big promotion this really give u benifit.

  29. There is enormous growth in mobile traffic on the Internet, so any related marketing idea is valuable.

  30. Mobile marketing is the future of the web. All tips&trick are useful.

  31. Nice article. This im going to take with me… Im currently developing an IOS/Android Application. Im GUI / design oriented, and i tend to miss some of theese key points which is described here. Especially the reviewing and generel marketing (screenshots) of the app itself can boost the sales/downloads significantly.

    Thanks again Neil

  32. Thanks for sharing this post. It is very helpful and the information provided is really great.

  33. Very informative piece! Neil, would you be interested in a guest post, sharing some more app insights. Let me know, i will also send you an email.

  34. Great post ….!!!

  35. Hi Neil,

    Thanks for the execllent info, I am getting more and more requests for app marketing. Can you recommend a complete guide or book such as the “Dummy” Series to give us a complete guide to app marketing?

    Thanks again,

    Claudia

  36. Great Post
    i like the organic way of ranking the app.
    is there any way to track how many downloads an app has to be ranked on top in particular category? this post was written in may so..
    2ndly is there any way to track how many downloads any ios or andriod app has? this is to track competitors

    thanks for this wonderful writeup

  37. I always lokking for information and tips regarding mobile apps.
    I’ve seen several people making monet from them, but I never be able to replicate these results!

  38. Awesome tips. There is so much potential right now in mobile apps because so many people have mobile devices.

  39. Getting a perfect launch is important for the app developer. You can use PR News & App Review websites

  40. Thanks for the useful post, I’ll definitely come back to this in more detail when I have an app at a different level.

    It was really interesting to see that it appears that the analytics tools you suggested (http://www.appannie.com/ and http://www.mobiledevhq.com/) both look like they have access to keywords.

  41. I would say that Searching for the best keyword would help a lot. Great tips. Thanks

  42. Hey,
    This is really awesome tips. There is so much potential right now in mobile apps because so many people have mobile devices. This information is really helpful for us.
    Thanks for the sharing.

  43. Sadly this article focuses on the monetization of in app advertising…which really isn’t why people make applications. That’s like saying let’s film a movie so we can put Coca Cola ads at the beginning of it so we can make cash. That’s a dismal way to introduce app developers into the realm of marketing.

    If anything these types of attitudes towards app marketing is killing the possibility to in fact make an app that is worth something and sell it to people without being buried by all the crap that rises to the top because they figured out how to build in some ad revenue generating SDK from another money hungry ad source.

    Key words, studying analytics and coming up with a good name are hardly even close to getting your app noticed. Our latest title was given Editor’s Choice awards and flying colours in terms of marks. We’ve even been reviewed on television… yet we are selling hardly ANYTHING because people are too busy taking all they can that is free that is riddled with advertising.

    The market is a giant trash heap that needs to ban these types of initiatives and get back to what an economical paradigm is: supply and demand, production and sales… instead we’re teaching the newest generation that FREE is the LEAST amount they will pay for anything. That’s miserable and it’s killing good businesses… but keep on looking at key words if you like.

    If you want to make money in this economy(the mobile storefronts) then create a gimmicky FREE app that sucks, riddle it with advertising and use pinch design to cause them to have to pay in order to move forward or unlock aspects that users will want.

    Basically you have to turn into the Devil and learn how to smile as you stab them in the wallet. We’re trying our best not to be that way and it’s getting us some support…but it’s too few to exist and thrive as a business. So whatever pipe dreams you all may have based on this article, I would take a closer look at some of the people out there trying to make this into a business because they are failing miserably and being crushed by the mafia that is the storefronts. It’s sad. And all of these ‘marketing strategies’ are ruining it for actual try developers.

    Goodluck everyone! I’m not being cynical… I’m speaking from experience. My company has two great apps out there, amazing reviews, mainly 5 stars… but no one is buying them because we’re buried under all the other crap out there that is free.

    It’s stupid.

    If you have any insight that would spell otherwise then I would be VERY interested to speak with you. Honestly, I would love to hear from you if you’ve found success trying to do this normally without giving your product away only to trap customers with IAPs.

  44. hey Ian,
    Good article. its a good attempt. and i am sure it’s gonna help me out as i am planning to launch an App.

    Thanks.

    Matt.

  45. Hi
    I buy this guide yesterday but… Do you update the guide? I have pay for every new versión?

  46. Appcrazi Social helps promote your app on social platforms http://appcrazi.com

  47. Thanks Neil for such a nice post. I’ve been following your post from last 2 months and they are really very useful and interesting. I love to read your posts. I have started writing on Android Marketing and would love to have everyone comments and feedback so that I can make it more useful.
    You can check my posts @ http://creatiosoft.com/forum/forumdisplay.php?fid=11

  48. What would be your suggestion for marketing an app which is very niche. Like an app made only for restaurant owners. How do we target them. These general tactics won’t work. Also, do you have any idea on how to get featured in Mashable or TechCrunch? Any ideas would be much appreciated.

    • According to me..if you want to promote your restaurant apps, then first question which strikes is:
      1. Are you choosing free promotion
      2. Or you have sufficient fund to avail paid promotion.

      Now, if you are going for Free promotion, you can target Mobile forums which are talking about restaurant apps, try to cross promote your app through services like flurry, as they provide free cross promotion (but I haven’t used it)…as we are doing cross promotion in our apps itself.
      And, if you want paid promotion you can go for ad services which provide CPC, CPA etc services, you can choose according to your budget, but they are too risky to take, as sometimes they give not so good results as expected.

      So, I would suggest you to do in app cross promotion and free promotion through forums and blogs..And, best will be try to write good keyword rich description with astonishing icon and screenshots and catchy title and of course error free development..Because, if do well there and your app gets visible on first-two page then, it will itself drive good installs .

      Hope it will help you and please correct me if I am wrong.
      And, I have shared a lot about Android Marketing in my post http://creatiosoft.com/forum/forumdisplay.php?fid=11

  49. Great guides. I am learning mobile game advertising for appflood.com, a great platform to make more money for mobile apps. Your article helps me a lot. Thanks!

  50. Hi!,,

    Great Tips Neil. The icon for mobile App is really important.This is big help for every one. Hope that developers use good graphic designs for that purposes.

    Thanks,,,.

  51. I wanted to know, What are the differences between “Mobile App Tracking” and the other analytics applications “Appannie” & “MobileDevHQ”. Dont they do the same thing?

    Thank you, and AMAZING article really helps me out!

  52. Awesome article! I’m releasing an app soon, so I will definitely be using some the marketing strategies you talked about in this article

  53. Two words…Excellent article!

  54. Your style is very unique compared to other people I’ve read stuff from. Thanks for posting when you’ve got the opportunity, Guess I will just book
    mark this site.

  55. Really great article. I love that your articles are long yet it I’m still able to read through all the useful information. I believe you also wrote an article on page widths with font sizing and spacing to be used in one’s marketing efforts.
    It’s nice to see how every little bit of information and some marketing tricks can be incorporated into the pieces you write.

    Aadil

  56. We have a latest website where you get more information about mobile Apps. If you face any problem we are ready to help you.come check out our website, http://www.taoteapps.com, we have a lot information to help making your mobile deployment a success.

  57. I’m not sure where you are getting your information, but great topic.
    I needs to spend some time learning more or understanding more.
    Thanks for excellent information I was looking for this info for my mission.

  58. Heya just wanted to give you a brief heads up and let you know
    a few of the pictures aren’t loading properly. I’m
    not sure why buut I think its a linking issue.
    I’ve tried it in two different internet browsers aand both show the same
    outcome.

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