Mobile App Marketing Presentation
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11-Sep-2014 -
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Transcript of Mobile App Marketing Presentation
How do we market…
Mobile Applications
Mobile App Brand ObjectivesProduct Enhancement and Value Ads
Customer Support
Entertainment
New user acquisition
Brand awareness
Customer engagement
Brand extension
In-app purchases
Generate revenue
In-app purchases
Ad publishing
Great Branded Mobile Apps
Brand Experiences on Mobile
Mobile Apps are great, but….
Not everyone needs an app.
Mobile Apps fulfill a specific need that can’t be met
through a responsive site, for example:
Need to store information online
Quick-loading
Easily accessible information
Fun and entertainment!
Every marketing project is mobile!
Responsive design
Mobile-optimized emails (single column layout)
Social is targeted to mobile
AdWords Enhanced Campaigns
How mobile apps grow brand awareness:
Beyond the Conversion: Mobile App Marketing Goals
The Challenge:
There are millions of apps in
the app store…..
… and they’re growing every day.
Competition + Saturation = Need for Differentiation
Keys to App Marketing Success
Product Quality: Create a strong app with no bugs or
crashes. Communicate with customers over issues to
encourage loyalty.
Create Buzz: Stimulate discussion and brand buzz among
influencers in the target customer community, among app
reviewers and tech bloggers who focus on new app
releases.
Get Found: Use App Store Optimization best practices to
be easily found in the App Store and Google Play
Create an Initial Burst: Use Paid Advertising and existing
customer platforms (website, text, email) to spur initial
downloads and reach high rankings in the App Store,
spurring organic growth.
Keys to App Marketing Success
Encourage Sharing: Incorporate social sharing, email
referrals and text messaging to stimulate organic sharing
of the app.
Solicit Feedback. Request Feedback and solicit Ratings
and Reviews from satisfied customers, contributing to App
Store Rankings.
Track and Measure. Use Analytics and tracking to
continually optimize ad spend, track in-app purchases and
identify highest value users.
Leverage Other Channels. Incorporate social media and
email marketing to create a community for app users.
Mobile App Marketing Strategy
Prelaunch and Public Relations
• Build buzz well before launch
• App blogs and tech bloggers target people in the mindset
of downloading apps
• Release a sneak peek for journalists
• Create relationships to be featured in “New and Notable”
• Find a newsworthy angle
• Encourage existing customers to promote it
App Store Optimization
You can do all the PR in the world…
……but if no one can find it, they won’t download it.
ASO differs for Google Play (Android) vs the App Store
(iOS)
An ASO strategy requires the same elements as SEO:
Competitor analysis
Keyword Research
App Store Optimization Deliverables:
Submitted keywords
A keyword-rich and conversion-optimized app store
description
Localized information, languages, reviews and ratings
High quality screen shots, videos (Google Play) are
defining factor
Encourage Reviews and Ratings
Push notifications
Paid Advertising Advertising Channels•Ad Enablers and Networks
• iAd, inMobi, AdMob•Incentivized Networks
• TapJoy, JumpTap•RTB Exchanges•Facebook Exchange•Google AdWords•Direct Media Buys
Display Ad Types•In-app ads
• Expanded banners
•Mobile banner ads•Interstitial•Rich Media
• Video
Bust Marketing
To get to the
top of a
category:
Get
MAXIMUM
downloads in
MINIMUM
time
Cross-Channel Promotion
Referral Marketing and Amplification
Push notifications to rate and review
In-app gamification and incentivization
Mobile App Marketing Services
How Do I Price It? Ask Your Marketing Manager.