Insights of Mobile App Marketing and Monetization

Insights of Mobile App Marketing and Monetization

2013 White Paper

Insights of Mobile App Marketing and Monetization 2013

2 White Paper

Startup Chronicles:

The story has been demonstrated by cartoons

to get an idea about the obstacles to start up a

business. And also showed the behavior which

needs to be change to make a successful

business model.

The cartoons have been made by Mr. Tonmoy

Goswami an Indian cartoonist.

We have elaborated the Insights of Mobile App

Marketing and Monetization after this Story.


3 White Paper


4 White Paper

Standing out amongst 500,000 plus apps available in the global mobile applications market is becoming challenging day by day. In a market that is estimated to be worth $25 billion by 2015, discoverability is the key to success and this is reliant on a clear app marketing strategy and timely execution.

The Business Model:

One Big Question

Are we making an APP or making a Business model?

There are three parameters we need to address for creating a good business model:

1. Product: Make Great Apps which solves user’s need 2. Marketing: Marketing efforts are required to reach to your user base 3. Sales: Monetization: Make sure that you have a monetization plan for sales

App Marketing: With approximate 500 apps being released daily, how can we even be sure that users will discover our app? Here are our tips on overcoming this obstacle:

(A). Extensive market & competitive analysis

Carefully research your competitors and target audience at the start of your app marketing campaign. What most of the features do the top selling apps in your category have in common? How do your competitors position themselves in the app market and what is their revenue model?

(B). ASO & SEO

Achieve the top app store rankings with App Store Optimization (ASO), the key component to online success when joined with Search Engine Optimization (SEO). An estimated 60% of downloads come directly from the users who discover your app from organic search within the relative app store, so your app store description is very crucial.

• Pick your app name • Find your keywords • Localize your keywords • Design an eye-catching icon

• The power of great description • Having a demo/promo video • Getting (good) reviews

• Screenshots attraction


5 White Paper

(C). Press Releases

Announce the launch of your app with a press release that is carefully designed towards creating awareness of your app amongst your target audience

Ensure that your press release is keyword heavy to improve its search engine visibility

Do not forget to put the link to the app store from where consumers can download your app

(D). Integrate social media

The campaign needs to be promoted across all the possible channels, with the major four essentials being Face book, Twitter, YouTube and LinkedIn.

• Prepare a strategy for App marketing on social media platforms

• Content is King • Network with App review sites prior to the launch • Network with other relevant blog online communities

like LinkedIn groups • Video tutorials are also very influential

(E). Mobile display advertising

Defined as placing an advertisement within a variety of mobile media formats including mobile Internet, games and applications, the effectiveness of mobile display advertising varies largely from campaign to campaign.

(F). Burst Marketing

To skyrocket your app to the top of your app category, the app store ranking algorithm dictates that you need to grab as many downloads in the shortest period of time possible.

People love to find the latest tools and games, so getting publicity from early on might lead to added exposure with the possibility of being featured in the App Store’s “new and noteworthy” section.


6 White Paper

App Monetization:

In the end all business operations can be reduced to three words – Product, People and

“PROFIT”. Below is the tree structure to find out the monetization ways to make money out of

your mobile apps.

App pricing and monetization must be a crucial phase of your app strategy. Price an app very high and it will dissuade potential users and lose ratings and reviews. However, under valuing the app could also result in it being overlooked. Monetization strategies vary depending on a number of parameters, including the platform you wish to develop the app, the purpose of your app and your target audience.

Mistakes to be avoided for App Monetization:

Failing to analyze the data

Maintaining identical iOS and Android Monetization Strategies

No attempts to creatively integrate ad formats

Misunderstanding eCPM

No clear growth strategies


7 White Paper

Monetization – Ads - Glossary

• CPM (Cost Per Mile)

– Price per 1000 views (paid by Advertiser)

• CPC (Cost Per Click)

– Price per Click (paid by advertiser)

• Fill Rate:

– Number of Displayed Ads / Number of Views

– Low fill rate means more inventory for ads

• CTR (Click Through Rate) – Number of Clicks / Number of Views – CTR is always better on a higher side

Monetization Options:

Free: Monetize your app through Advertisements

Premium: User will pay you for per title

Trial: Initially the app is free and afterwards, monetize your app by upgrade to premium

Freemium: It is very popular now days. In this model user can download the app for free. And it supports monetization by in app purchases for features or contents.

Paymium: In this category user will pay for per tile as well for in app purchases

Trial Paymium: Initially the app is free and afterwards monetize your app by upgrade to paymium

Subscription: This monetization model is based on auto recurrent payment (Means on rent or subscription)


8 White Paper

Monetization Ways through Ads

House Ads:

Cross-promote your apps

The House Ads service enables you to run your own ads (free of charge) inside your iOS and Android apps, to promote other apps within your portfolio and upgrades for the current app to your user base.

If you allocate a percentage of your app’s inventory to run House Ads, it enables you to mix paid ads with House Ads to get better control on your inventory and to drive more app downloads.

Ad Network:

Ad network runs on a simple concept. It provides marketing services (through advertisement) to advertisers and monetization services to publishers or developers. They take ad requests from advertisers and put them into the mobile apps of publishers. Ad networks also develop their platform to provide above discussed services. Advertisers pay to Ad Network and Ad Network transfer it to publisher after deducting some commissions or profits.

Process flow

of House Ads


9 White Paper

Ad Mediation:

• Ad Mediation enables you to connect with multiple ad networks through one simple integration

• You can control your allocation or choice of network

• By using multiple networks, you can assess which are performing best and optimize accordingly to maximize fill rates and increase your revenues

Process flow

of Ad Network


10 White Paper

OpenXcell Technolabs Pvt. Ltd.

www.openxcell.com

Insights of Mobile App Marketing and Monetization

Self Improvement

Transcript of Insights of Mobile App Marketing and Monetization