mobile app marketing
Post on 09-Mar-2016
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Mobile App
Marketing
www.brandDigi.com hello@brandDigi.com
• 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?
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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
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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
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• 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
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• 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
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• 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
www.brandDigi.com hello@brandDigi.com
• 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
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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
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• 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
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• 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
www.brandDigi.com hello@brandDigi.com
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
www.brandDigi.com hello@brandDigi.com
• 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
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• 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
www.brandDigi.com hello@brandDigi.com
• 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
www.brandDigi.com hello@brandDigi.com
• 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
www.brandDigi.com hello@brandDigi.com
H.No 8-2-282/1/1,
1st floor, Markaz Villa,
Banjara Hills Road No 3,
Hyderabad -500034
Phone: +91-9494062903
Email: hello@branddigi.com
Website: www.brandDigi.com
Contact Us
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