1

•A to Z of Mobile App Marketing

Describe

According to Gartner, and it’s going to be over $63 billion market, by 2017.

Over 500-1000 new apps being launched daily.

Currently, the App Store has over 1 million apps. In total, there have been over 50 billion app downloads.

The Google play store  has over 1 million apps, and there have been over 50 billion downloads.

Games has been the most popular category .

How BIG is the mobile app market?2

3

Mobile app marketing differs from online and traditional marketing in many ways.

As each app is different, so is its marketing strategy.

For any new mobile app, discoverability is the key.

Nail the basics3

Marketing should start as soon as you have an idea for an app or product, well before launch.

You must be very confident about filling a gap in the market, with a promising business potential.

Be clear about your expectations that define success of a mobile app. Is it ?

for revenue, or for branding existing business or products, or for cross selling or up selling

Once you are clear about your expectations, define a business model, that helps you define

marketing strategy.

Choose right category the app idea can be rightly fit in.

It’s prudent to have validation of idea and to estimate market size looking at competitors within the defined category Differentiating from Competition.

4

Have strategy in place & long term vision

First impression makes a lot of difference. Design becomes top priority: • stunning design of its user interface (UX), • amazing icon, • website, • great screenshots • and the respective landing page.

Claim social media accounts, Create a desire to download, and set up an early registration page.

Build a minimum viable product (MVP), and make it free. (More than 80% of Apple app store traffic is directed to free apps.)

To have great demo videos on YouTube, blog, website, app page and on landing pages.

5

Their marketing and brand guidelines must be followed, to avoid the risk of disqualification.

Windows appstore too generates good downloads. Others like Amazon appstore, and Opera too can be considered.

Submitting app into iOS and Android App stores

Launching6

Market fast with a prototype. This has been proven strategy

followed during launch of some of the most successful apps.

7

Appstore ranking – targeting (reach & maintain) app store rank overall and category-wise.

Number of downloads per day/ week etc

Cost per acquisition – to minimize cost

Revenue – generated from downloaded apps

Mobile app marketing should be measured against specific, measurable goals. Most important are as below:

Marketing Goals7

8

Spread the word, and have a media plan ASAP

build marketing strategy that uses several channels, and keep an eye on ROI.

Build a community around your app, with bloggers, journos, friends, fans, employees etc

Boost popularity by timing the launch of app to coincide with a live event or trending topic.

Identify and target influencers (e.g. people with 1,000s of Twitter followers) and involving them in promotions.

A well written blog attracts audience, and can help in conversions (downloads)

Guest blogging :You can post on blogs related to the niche your target audience would be most interested in reading.

You also can post on technology blogs and category-specific blogs.

The key is to approach blogs whose audiences would be most likely to download your app.

inbound Marketing : being social, tell a great story, help & enable your customers share their delight

Creating initial buzz 88

Display & Search ad networks on mobile, such as Google’s AdMob, Apple’s iAd, and RTB exchanges

Social Advertising : Facebook app promotions are highly effective in

acquiring new customers

Real Time Bidding exchanges (RTB

QR code - mobile app marketing

Another interesting idea is to tag with network-wise promotions. Related app promotions Interstitials

Burst Marketing as required : “burst” strategy, putting out extra blitz of ads, to to improve rank, ( aka organic lift) and boost high volume of downloads in a short period.

9

Appstore Optimization (ASO) : to increase visibility of app: it takes time to show impact

Identify keywords in your app category that consumers are expected to search for.

Appstore Dynamics

Apps with keywords in the title ranked on average 10.3% higher than those without a keyword in the title.

enter apt metadata while submitting app into the store

Crucial steps 10

An optimal ranking is the key!

High quality screenshots, labelled with strong keywords

SEO of app page

Translate title and keywords to biggest 5/6 markets (English, Spanish, French, German, Simplified/Traditional Chinese etc).

SEO of landing page.

Lorem ipsum dolor sit amet,

consectetur

11

Discounted apps get attention, while “freemium” apps getting maximum downloads. Using app discovery publisher programs Using a third party app download boosters Number of downloads depends mostly on

• catchiness of app name• the kind of reviews the app is getting • how keyword-enriched captivating description

is• how eye catchy the app icon is• how awesome screenshots are

.

Get noticed and downloaded 12

Reviews

Estructuring app review process : eg.,

h less than 0.1% of downloads result in a rating or review in the app store.

:Apple provides 50 promo codes that enable a

reviewer to download the app in advance

q Get it reviewed on targeted app review sites, social media, on blogs. These links can help make your app rank higher.

13

14

Capturing feedback

Feedback & customer engagement : crucial post

Track your app store performance

To use an in-app feedback SDK

User retention & engagement study

F

é

e

:

15

Improve Engagement

Use of tracking and optimization technologies, to identify sources that lead to more engaged downloads.

Organic users are considered to be quality users

Improve engagements with push notifications.

Most customers return back if their compliant is resolved in time.

Build marketing into the app 

Only a fraction of downloads convert to engaged and productive users.

16

How to find a right mobile app marketing agency? 16

PRSponsorship marketing Run contests relevant

to app.

Whether it’s in terms of user experience, design or your code, Apple or any major handset or mobile OS vendor appreciates it, when you use the latest.

Link to mobile app in all social media

profiles

Joint ventures and leveraging relationships

Gamification strategies

17

Test & Optimize

You have to test with new ideas:Track everything, to reach twin goals of reducing customer acquisition cost and reaching your ideal loyal customer.

Use optimization technology to drive marketing performance.

Bottom line is, retention numbers are more important than downloads driven by virality.

ĥ

18

THANK YOUDiwakar SinghM:8125135169

E:diwakar@avishkarsoftlabs.com