Mobile app marketing

Mobile App

Marketing

www.brandDigi.com [email protected]

• Global revenue from app stores is expected to rise by 62% this

year to $25 billion, according to Gartner, and

it’s going to be over $63

billion market, by 2017.

• The App Store has over 1 million

apps, and it adds about 20,000

apps per month. In total, there

have been over 50 billion app downloads.

How BIG is the mobile app market?


How BIG is the mobile app market?

• Facebook has been most used app as per

Consumer Intelligence Research Partners US-based survey

data.

• Games has been the most

popular category with over

17% apps of Apple app store.

• In Google Play, personalization

apps have been the most favored category.

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

• 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.

• Have great demo videos on YouTube, blog, website,

app page and on landing pages.

Launching the App


Launching

• Submitting app into iOS and Android App stores

• Other app stores not to be ignored

Though much smaller pool, Windows

appstore too generates good downloads.

Others like Amazon appstore, and

Opera too can be considered.

• Launch an invite only beta. Create an invite system

within app.

Launching the App


• Like any marketing programs, mobile app marketing should be

measured against specific, measurable goals.

• Most important are as below:

Appstore ranking

Number of downloads

Cost per acquisition

Revenue

• Targeting (reach & maintain) app store rank overall or/and category-

wise. This is important to get the best out of your marketing spend.

Marketing Goals


• Spread the word, and have a media plan as early as possible.

• build marketing strategy that uses several channels,

and keep an eye on ROI, at

reducing user acquisition expenses.

• Build relationships first

Need to build a community around

your app, with bloggers, journals,

friends, fans, employees etc.,.

Creating initial buzz


• Guest blogging

You can post on blogs related to the niche

your target audience would be most

interested in reading.

• Inbound Marketing : being

social, tell a great story, help & enable

your customers share their delight it will pull them.

Creating initial buzz


• According to Mobile Marketing Association,

the optimal budget out of marketing

budget to spend on mobile is 7%

• Display & Search ad networks on mobile,

such as Google’s AdMob, Apple’s iAd,

and RTB exchanges: Refer to various

mobile advertising networks

• Social Advertising : Facebook app promotions are highly

effective in acquiring new customers: to target people specifically

by demographics and interests

Paid Promotions


Appstore Dynamics

• Appstore Optimization (ASO) is your secret weapon : to increase visibility of app (it takes time to show impact)

• Identify keywords in your app

category that consumers are

expected to search for. define a

highly marketable title, that includes

a keyword. 63% of apps are discovered

through app store searches.

• many apps increase their downloads by a factor of 2x-10x

Crucial steps in campaigns


• An increase of revenue by a similar, or bigger, rate due to the

increase in engagement of users earned by ASO.

• Translate title and keywords to

biggest 5/6 markets (English,

Spanish, French, German,

Simplified/Traditional Chinese etc)

• Search Engine Optimization of app page :

main keyword to be part of title. use 5 times repeat of keyword in

app description.

Crucial steps in campaigns


• To use an in-app feedback SDK like Apptentive, Appsfire’s

Appbooster or Appboy

• Feedback & customer engagement :

crucial post launch (let them contact

through within app, through app

store, website or social media page etc)

• Marketers must make use of tracking

and optimization technologies, to identify sources

that lead to more engaged downloads.

Capturing feedback & Improve Engagement


How to find a right mobile app marketing agency?

• It’s better to prefer a company that offers full

services needed for a mobile app

marketing campaign like:

advertising inventory

real time bidding

tracking

social media advertising, in a single place.

Capturing feedback & Improve Engagement


• Include a link to your mobile app in all your emails, and in

email signatures

• Discuss in all app forums and

making use of news letter

• Run contests related to your app.

Give away prizes that make

sense for your category.

• Cross promote : if you already have other apps in market

Creative promotions


• Gamification strategies help by making use of

BIG data and motivational science.

Social media networks

can be turned (or viewed) as

incentive networks.

• PR and Getting media coverage

creating awareness among audience, and attracting intrigue

among bloggers

Creative promotions


• It does not matter how greatly you are doing.

You have to test with new ideas, track promotional activities,

and track everything, to optimize

continuously, to reach twin

goals of reducing customer

acquisition cost and reaching your

ideal loyal customer.

• At the end of the day, retention numbers

are more important than downloads driven by

virality.

Test & Optimize


• Use optimization technology to drive

marketing performance.

• Now the brands are recognizing the

impact mobile apps are having

on business, and they are aggressively

marketing their apps, by putting

strategic approach, and enough marketing resources behind

them, to get into hands of customers before their competitors

do.

Test & Optimize


H.No 8-2-282/1/1,

1st floor, Markaz Villa,

Banjara Hills Road No 3,

Hyderabad -500034

Phone: +91-9494062903

Email: [email protected]

Website: www.brandDigi.com

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Mobile app marketing