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Mobile App Marketing
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.
Games has been the most popular category .
How BIG is the mobile app market?2
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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.
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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.
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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.
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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
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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 buzz8
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Display & Search ad networks on mobile,
such as Google’s AdMob, Apple’s iAd, an
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 highvolume of downloadsin a short period.
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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 steps10
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.
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amet, consectetur
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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 downloaded12
Reviews
E structuring 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 advanceq
Get it reviewed on targeted
app review sites, social
media, on blogs. These links
can help make your app rank
higher.
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Capturing feedback
Feedback & customer
engagement : crucial post
Track your app store
performance
To use an in-app feedback SDK
User retention & engagement
study
F
T
e
U
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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.
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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 profilesJoint ventures and
leveraging relationships
Gamification strategies
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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.
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