mobile marketing: why you aren't done when you finish the app
TRANSCRIPT
MOBILE MARKETING
Why You Aren't Done When the App is in the Store?
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#MOBILEMKTegrowing
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You have…
GOAL
PRODUCT [App]
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Do you have?
DESIGN
COMMUNICATION
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Why is it important?
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Exposure
2 Secret Ingredients to get downloads and money
Conversions
Communication Design
€=
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How can you promote your APPs?
Inside the app Outside the app
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How can you promote your APPs?
Inside the app
NAME
SCREENSHOTS
DESCRIPTION
KEYWORDS
REVIEWS
ICON
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How can you promote your APPs?
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
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App Store Optimization
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App Name
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How do you choose it?
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#1 I just make it up
#2 Brainstorming with your colleagues
#3 I do some research and I see my
competitors’ names
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My recommendation:
Follow the 3 steps
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And always include keywords
Because keywords influence your
app rank!
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App Icon
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Do you see the difference?
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Recommendations
#1 Never include words
#2 Keep it simple
#3 Icon/App consistency
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With a good icon…
… you convince us to open your app
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App Screenshots
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“A Picture is Worth a Thousand Words”
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Never post your screenshots naked
#1 Mix them
#2 Write on them
#3 Play with them
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Design has HIGH IMPACT
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OUR FIRST IMPRESSION!
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App Description
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Remember
#1 We are We only read the first 2 or 3
lines of the description
#2 In Android apps: Include keywords!
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App Keywords
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What tools can we use?
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- Similar to the old Google Keyword Tool - Not 100% perfect - Free - Very easy to use
http://www.straply.com/
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- Suggest competitors keywords - Suggest some top keywords for your app - Relevant information (from the App Store)
http://www.appcodes.com/
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- Track your rankings - Compare your progress with your competitors - Identify relevant keyword
http://www.mobiledevhq.com/
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App Reviews
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How can you get them?
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#1 Ask your colleagues
(Picture: Joris Louwes)
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#2 Get your app reviewed
forget in your mail:
• App name
• Link to your app
• Description
• Screenshots
• Video
• Price
• Contact information
• Promocode
Popular Review Sites:
• Macworld.com
• Tuaw.com
• Macrumors.com
• Arstechnica.com
• Engadget.com
• Mactech.com
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#3 Pay for reviews
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Exposure
Conversions €= NAME
DESCRIPTION KEYWORDS
REVIEWS SCREENSHOTS
ICON
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ASO is like going out…
… If you don’t interact, you won’t get the girl!
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interact!
Outside the app
WEB PAGE
SOCIAL MEDIA
ADS
PR
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Web Page
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Why?
#1 Before downloading the app research!
#2 Somewhere to contact you
#3 Build your Brand
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Use pre-design-mobile-optimized templates
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Social Media
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At least
Mentions
Explain new features
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Ads
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#1 Mobile Ad Networks
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You can use them to…
Monetize your Apps
Advertise your Apps
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ADMOB
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Network Platform Known Model Supported Ad
Format
AdMob iOS, Android,
Windows Phone CPC Banner, Smart
Banner,
Interstitial,
Search, Table
Characteristics - best integration - low revenue - support is hard to reach.
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REVMOB
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Network Platform Known Model Supported Ad
Format
RevMob iOS, Android CPI Banner, Interstitial
Characteristics - high revenue - easy integration - SDK that supports game engine
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CHARTBOOST
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Network Platform Known Model Supported Ad
Format
Chartboost iOS, Android CPC, CPI Interstitial
Characteristics - the solution for game developers - optimize your revenue - easy integration - The ads are mostly about downloading another new game
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#2 Incentivized Download
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TAPJOY
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Network Platform Known Model Supported Ad
Format
Tapjoy iOS, Android,
Windows Phone CPI Banner,
Interstitial,
Video, Offer
Wall
Characteristics - they offer the gamers the chance to earn virtual currency by performing real-world action - Over 77 million monthly active users are on Tapjoy - Apple has banned it (access with web)
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#3 Free Cross-Promotion
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How?
with Your Own Apps
with Other Developers’ Apps
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PR
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Which one?
#1 Google it!
#2 Where published?
#3 Where are your competitors?
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How can you reach them?
With a Press Release that should contain:
App name
Link to your app
Description
Screenshots
Video
Price
Contact information
Promocode
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Are they going to publish me?
The first time for sure, NOT.
You FIRST have to establish a relationship with the blogger or journalist.
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Exposure
Conversions €= NAME
SCREENSHOTS DESCRIPTION
KEYWORDS REVIEWS
ICON WEB PAGE
SOCIAL MEDIA ADS
PR
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Now, ask yourself
• Telling a story?
• Investing in design?
• Researching keywords?
• Socializing my app?
• Building a brand?
• Investing in ads?
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But always with a…
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Exemple of No Planning
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Exemple of Planning
#1 #2 #3 #4
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Exposure
You know the secret
Conversions
Communication Design
€=
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Experiment! #1 Plan
#2 Test
#3 Measure
#4 Repeat & Improve
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Thank you!
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If you are interested
ASO courses/services
Mobile consultancy
Mobile marketing services
or you have some doubts
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www.e-growing.com