Marketing Your Mobile Apps

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<ul><li><p>MARKETING YOUR MOBILE APPS </p><p>HOT(Apps) </p><p> 1 </p></li><li><p>Eric Tang </p><p>Business Strategy Director Product Director </p><p> Part-time Teacher in Nanjing University </p><p> Young Entrepreneurship </p><p> Mobile App, New Media and Digital Publishing </p><p> Founding President of Hong Kong Young Entrepreneur Alliance </p><p> Co-Founder of Startup Leadership Programme (Hong Kong Chapter) </p><p> Co-Founder of AppGreen Limited </p><p> 2 </p></li><li><p>Make Friends with </p><p> We have 50 talents in local team and over 100 people in global team </p><p> Supporting region: Hong Kong, China, the Philippines, Taiwan and Canada </p><p> We have full team in account servicing, project management, technical and creative work </p><p> In 2010 to 2012, we developed over 150 mobile apps, 100 websites, 50 mobile websites and managed over 50 mobile &amp; social media campaigns </p><p> 3 </p></li><li><p>Mobile &amp; Social Application </p><p> iOS, Android App </p><p>Mobile Web &amp; Game </p><p>Web and Social App </p><p>Facebook App </p><p>Augment Reality Solution </p><p> Indoor Positioning </p><p>LBS Solution </p><p>mCommerce </p><p>mCommerce Strategy </p><p>Mobile Shopping &amp; Commerce Solution </p><p>Mobile Payment </p><p>Social Commerce </p><p>O2O Marketing </p><p>New Media Marketing </p><p>Digital Strategy </p><p>WOM Marketing </p><p>CPC, CPA &amp; Mobile Advertising </p><p>Social Media Marketing </p><p>Digital Campaign Management </p><p>eDM Management </p><p>Digital Analytics </p><p>Digital Publishing </p><p> iOS &amp; Android eBook Publishing </p><p>Enterprise Digital Publishing </p><p>The winner of 2011 Red Herring Asia 100 </p><p>Top 100 Growth Award of Asia Brand </p><p>7 Kam Fan Awards 2012 </p><p> 4 </p></li><li><p>GLOBAL MOBILE TRAFFIC </p><p>GROWING </p><p>MOBILE INTERNET TRAFFIC SURPASSED DESKTOP INTERNET </p><p>13% MOBILE TRAFFIC </p><p>GROWING IN 11/12 5 </p></li><li><p> 6 </p></li><li><p>MOBILE WHY </p><p>1MILLION SMARTPHONES </p><p>SOLD DAILY </p><p>50% OF DATA IS NOW CONSUMED </p><p>ON MOBILE DEVICES AND GROWING </p><p>66% ROUGHLY TWO-THIRDS OF AMERICANS HAVE </p><p>AN APP DEVICE </p><p>80 MINS MOBILE USERS SPEND 80 MINUTES IN APPS </p><p>EVERY DAY </p><p> 7 </p></li><li><p>Preferring Messages </p><p> 8 Source: Hotmob Ltd 2013 </p></li><li><p>Actions Taken </p><p> 9 Source: Hotmob Ltd 2013 </p></li><li><p>Reasons to Click Ads </p><p> 10 Source: Hotmob Ltd 2013 </p></li><li><p>App Content ever Clicked </p><p> 11 Source: Hotmob Ltd 2013 </p></li><li><p>Modern Shoppers Expectation </p><p> Special shopping experience </p><p> Get exclusive discount </p><p> Shopping anytime anywhere </p><p> Buy products with stories </p><p> Share shopping experiences </p><p> Instant access to expertise </p><p> Wants to be offered a prefect match </p><p> 12 </p></li><li><p>0 10 20 30 40 50 60 70 80 90</p><p>China</p><p>Taiwan</p><p>UK</p><p>USA</p><p>Percentage </p><p>Co</p><p>un</p><p>try</p><p>What Smartphone users usually do with their phones? </p><p>Smartphone owners Used online/mobile</p><p>shopping coupons</p><p>Smartphone owners Accessed a social</p><p>network</p><p>Smartphone owners Searched for</p><p>restaurants/pubs</p><p>Smartphone owners Purchased a</p><p>product/service</p><p>Smartphone owners Product search</p><p>Smartphone owners Browsed the Internet</p><p>Smartphone owners Used an application</p><p>Smartphone owners Tethered to a</p><p>computer</p><p>Traditional retailers have been facing serious challenges recently </p><p>Source: 13 </p></li><li><p>Traditional retailers have been facing serious challenges recently </p><p>85% of US consumers are expected to use their phone while shopping in-store in the 2012 holiday season Source: 14 </p></li><li><p>41 </p><p>60 </p><p>69 </p><p>65 </p><p>0 10 20 30 40 50 60 70 80</p><p>China</p><p>Taiwan</p><p>UK</p><p>USA</p><p>Has ever purchased on smartphone </p><p>Smartphone owners No</p><p>Smartphone owners Yes</p><p>Traditional retailers have been facing serious challenges recently </p><p>Source: 15 </p></li><li><p>Source: Mobile Commerce Guide of ebiDigital </p><p>Mobile Conversion Funnel </p><p> 16 </p></li><li><p>Tips for Gaining Mobile Data - 1 </p><p> Google Mobile Planet </p><p> </p><p> A regular survey for different countries starting in 2011, this enables you to prepare your own reports. </p><p> ITU </p><p> </p><p> The International Telecoms Union data reports mobile usage including mobile broadband subscriptions to show growth in use of mobile. This reported at country, continent and overall levels, so is the best overall source for mobile penetration worldwide. </p><p> 17 </p></li><li><p>Think with Google, Mobile Planet </p><p> 18 </p></li><li><p> 19 </p></li><li><p>ITU </p><p> 20 </p></li><li><p>Tips for Gaining Mobile Data - 2 </p><p> Xyologic app download reports </p><p> </p><p> This is a great source for showing the overall level of app usage across the four major mobile app platforms by country and drilling down into the popularity of individual apps for different sectors like retail, banking and travel. Around 30 countries are covered </p><p> Flurryblog </p><p> </p><p> For specific reports on trends in app usage. For example, this recent compilation of app usage shows the dominance of games and social networking and the potential of utilities. </p><p> 21 </p></li><li><p> 22 </p></li><li><p>Tips for Gaining Mobile Data - 3 </p><p> Comscore Digital Future Series </p><p> </p><p> Comscore is one of key worldwide sources useful for marketers to help us find out about the changes in use of mobile media by consumers. </p><p> Ofcom Internet usage report </p><p> </p><p> Ofcoms seventh International Communications Market </p><p> 23 </p></li><li><p> 24 </p></li><li><p>ELEMENTS NEED FOR BUILDING AN CHARMING APP </p><p>What is your purpose?/ What kind of result do you expect? </p><p>Design for your target group/ Imagine the user scenario </p><p>Highly leverage on what a smartphone can do A user-friendly experience/ Think what your </p><p>customers think/ Dont plan too much Launch the app smartly and how to maintain </p><p> 25 </p></li><li><p>FUMET Framework </p><p>Fluent in manipulation </p><p>User Experience </p><p>Marketing </p><p>Extendable </p><p>Targeting </p><p> 26 </p></li><li><p>What is your purpose? /What kind of result do you expect? </p><p> It is NOT a small/mini version of your website Branding-based/Transaction-based/Campaign-</p><p>based Who do you want to attract? </p><p>Newbie to your company Non-loyal clients Loyal clients </p><p>Viral effect/Attract your potential clients to download </p><p> 27 </p></li><li><p>Design for your target group / Imagine the user scenario </p><p> What do your target group need </p><p> Why they want to download your app motivation by designing functions </p><p> Imagine how they use your app in different scenario </p><p> What kind of problem or need can be solved by app only </p><p> What kind of process can be shortened by your app </p><p> 28 </p></li><li><p>Highly leverage on what a smartphone can do </p><p>Touch Screen Camera/QRCode/Augmented Reality Motion Detection/Sound Detection GPS NFC Internet Access/Phone Book Access/Photo </p><p>Access/Social Sharing Service Integration Push Notification Instant Messaging/Communication with others </p><p> 29 </p></li><li><p>A user-friendly experience / Think what your customers think / Dont plan too much </p><p> Make sure you know how they interact with different operating system/different phones/different devices </p><p> Dont include too much functions in one app </p><p> Keep it simple and easy </p><p> Lean Development </p><p> Solve the real problem </p><p> Design and User-friendly is the most important thing </p><p> 30 </p></li><li><p> 31 </p></li><li><p> 32 </p></li><li><p>Mobile Pattern Reference </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> 33 </p></li><li><p>CHECK IN </p><p> 34 </p></li><li><p>POPOVER </p><p> 35 </p></li><li><p>WALKTHROUGHS </p><p> 36 </p></li><li><p>IMPORT FRIEND </p><p> 37 </p></li><li><p>Launch the app smartly and how to maintain </p><p>When to launch, how to launch Your app design itself is the best selling point Collect user feedbacks and modify your </p><p>development plan Killing function Catch the real need 2 weeks to 1 month for one version update </p><p> 38 </p></li><li><p>Advertising Strategy </p><p>Think what your users think </p><p>Design in-line layout with </p><p>devices </p><p>Minimize the loading time </p><p>Offer a strong call-to-action </p><p>Learn from analytics tool </p><p>39 </p></li><li><p>CityWalk - Game </p><p> 40 </p></li><li><p>QR Cookie </p><p> 41 </p></li><li><p>Nordstorm - cross-channel interaction for brand loyalists </p><p> Skirting competition </p><p> 42 </p></li><li><p>Diesel's Facebook-Enabled QR Codes </p><p>;v=4OZmbBPym1k </p><p> 43 </p></li><li><p>Macy's QR Code Explanations on YouTube </p><p>;v=ZMYIrQ3Wy80 44 </p></li><li><p>Starbucks Loyalty Program </p><p> 45 </p></li><li><p> 46 </p></li><li><p> 47 </p></li><li><p> 48 </p></li><li><p>Please Drop Me a Line Eric Tang, Four Directions Room 511, Block B, Hoi Luen Industrial Center, 55 Hoi Yuen Rd, Kwun Tong, Hong Kong Tel.: (852) 2154 0069 Fax.: (852) 3016 9790 </p><p> 49 </p></li></ul>