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Presentation sharing the TomTom strategy for (mobile) marketing the TomTom app for iPhone
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Market your iPhone app
DDMA iLounge Mobile Marketing – 22 September 2009
Martin Voorzanger – Head of Internet Marketing
Marketing your iPhone app
Today’s topics:①iPhone (and iPod touch) for Dummies (are there any?)②App Store marketing strategies③Promoting our app in the App-o-system④(Mobile) advertising⑤Measuring sales
Brought to you in 25 minutes…
Source: AdMob Mobile metrics
Source: AdMob mobile metrics
Note: 1,500,000,000 / 65,000 = 23 downloads/app
② AppStore marketing strategies
‘The majority of app discovery happens through browsing and search on the mobile device’ – AdMob Mobile Metrics, aug-09
So:• How to get into the “Top 25” or “What’s Hot” list?• How to ensure app discoverability?
Ranking in the App Store
• Each app has primary and secondary category (Weather, Finance, Travel, Navigation, Sports, ..)
• Various rankings: overall (per App Store), per category, paid vs. free – rank changes at least daily. So choose your category wisely!
• My formula (unverified): Ranking = sales per day (units) * rating * Apple factor
Apple factor = €€€ * coolness * spotlight theme
Discoverability in the App Store
Search result set based on:• Company name• App name• App keywords (max. 100 chars/12 keywords) – can’t be
changed
Search result ranking:• App Store Ranking• Ratings/reviews – don’t matter (for search), but do for
conversion
Strategy
Get your app to a top position by (rank/search):• Create a killer app• Submit your app wisely (mainly app name and keywords) • Synchronize all your marketing efforts• Drive App Store traffic and sales• Monitor the position and optimize
③ Promoting our app in the App-o-system
Create buzz and synchronize marketing efforts:• Traditional and social media coverage• Online presence• Advertising• Affiliation• The good, bad and ugly SEO• And a little help from a friend
TomTom app for iPhone
• TomTom app = TomTom turn-by-turn navigation software + specific map-cut (for instance Benelux or Western-Europe) for iPhone 3G/3GS
• Sold in 11 App Stores (line-up varies per App Store)• Size varies from 85 Mb to 1.44 Gb• Price range €62,99 - €99,99• Supplementary TomTom car kit coming soon
Start spreading the news..
Source: Google News
Media coverage
Microsite web & mobile
• Make sure you properly support Safari (50% browser share) and iPhone (>10% OS share)
• Optimize for SEO (page title, localization, sitemap.xml)• Build your own database as iTunes ‘owns’ the customers
Microsite - some tips
Microsite – social media links
Social Media
Source: O’Reilly Radar / Hashtags.org
WWDC App in StoreTwitter.com/TomTom
reclaimedSource: Twittercounter.com
YouTube
Affiliation
• Join the iTunes affiliate programme at Tradedoubler, LinkShare and DGM
• Normal split: 70%-30% per sale• Via affiliation: 74-26%!• … and provides additional stats:
– Clicks– Unique Visitors– Sales per medium/source (when links ‘smartly’ encoded)– Keywords
The good ‘ol SEO
iTunes Search Optimization.. all about tags
The new SEO…. Oeps!
A little help from Apple…
④ (Mobile) Advertising
• Search – Google AdWords (web + mobile)• Display – AdMob (in-app + mobile websites)• Targeting (device/version, connection speed)
Requirement: approval for using Apple Trademarks
Search (web and mobile)
Mobile display
• Mobile display advertising: in-app and on sites• Largest CPC mobile display advertising networks:
– AdMob– Quattro wireless– DeckTrade
Targetting – simple and advanced
⑤ Measuring sales… is hard
• iTunes App Store reports – daily marketing/sales report• Hard to understand advertising RoAS – affiliation helps• Hard to understand top/underperforming creatives and
keywords
What comes on top:• Batch interface between iTunes and affiliate networks• User switches between mobile and web• Creating tracking URL that work and both web and mobile
3 tips to take away
① Create your (first) app now – for branding, traffic, money (sales or advertising), database or just for experimenting.
② Submit your app wisely to ensure discoverability – focus on keyword research and copywriting
③ Measure the success thru affiliation – to increase sales and get insights