9 key mobile app marketing elements
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9 Key Mobile App Marketing Elements - www.ioldigital.comTRANSCRIPT
9 Key Mobile App Marke0ng Elements
iOL Digital Marke0ng Services October 18, 2012
In a Nutshell 1. Name, descrip0on, icon & screen shots
2. Compe0tors and Category Mapping 3. WIP Sneak Peeks and Beta Testers 4. App Store Op0misa0on 5. App Review Websites 6. In-‐build App Share Features 7. User Ra0ngs and Reviews 8. Webpage with Engaging video 9. Paid Promo0on
Applica0on Name & Descrip0on
• We should name and describe our app to suit exis0ng app market search trends
• By including the most popular and relevant search keywords, we can look to maximize our app’s discovery
Applica0on Icon •
n app’s icon conveys the app’s purpose, style, and is the first
interac0on users have with the app
• We should create an icon that stand’s out in a search grid on the
user’s device
• We’ve heard Apple doesn’t feature an app unless they believe the icon is well-‐designed and fits the overall app look and feel
App Screen Shots
• Screenshots are an essen0al tool to turn visitors into app users • Our screenshots should be memorable, informa0ve, and exci0ng
• They need to draw a visitor’s eye to them, explain exactly what our app does, and convey how easy your app is to use
Compe0tors Mapping • With the amount of apps in app stores today, there will mostly exist a variety of compe0tors whose apps are similar to ours
• We should take note of all our ini0al compe0tors without filtering any -‐ and scale it down to the top 4 or 5 heavy contenders
• A 1-‐star app with only a handful of reviews isn’t likely to be a real contender, but a 5-‐star app with thousands of reviews is a formidable
one
Category Mapping • Because so many downloads are driven by the app stores’ Top Charts,
it’s important to choose the category that will give our app the best shot of ranking highly • The reality is that all categories are not created equally. For instance, the
Social category will drive more downloads than the Lifestyle category • However, an app will have a harder 0me ranking highly in the Social
category than in the Lifestyle one
WIP Sneak Peeks & Beta Testers
• Should we like, we can pitch the Hungama.com app WIP sneak peeks
to interested and leading mobile app review websites, to create pre launch buzz
• Similarly, we can also approach websites like iBetaTest.com and
BetaBait.com -‐ to recruit volunteers to beta test the Hungama.com app, before launch
App Store Op0miza0on
• Over 65% of consumers find apps via search in an app store
• By using an app store op0misa0on so`ware, we can analyse and op0mize our app store presence to beat compe00on
• While a variety of analy0cs tools exist that can perform a subset of the func0ons , two most prominent are App Annie and MobileDevHQ
App Review Websites
• A high percentage of downloads for new apps occur a`er the app has been reviewed by an app review website, or other earned media outlets • It’s important to reach out to these media outlets in order to drive a burst of downloads at launch
In-‐Built App Share Features • Word of mouth is another important way new users can find an app
• We should do everything in our power to make it easy for users to share the
app, as well as the content within an app • It’s also important to make sharing the app itself dead simple, be with via
SMS, Twiber, Facebook, email, etc • The simpler we make sharing the app, the more users will engage in the
process of sharing
User Ra0ng and Reviews • Where an app ranks in Search Results, and to a certain extent Top Charts -‐ relies
on how many ra0ngs it has, and how high those ra0ngs are • It’s cri0cal for our app’s success to receive as many 5 star ra0ngs as possible
• The most simple way is to ask for ra0ngs from within the app, as users are engaging on it
• As example, the app Move the Box 0ed virtual currency to ra0ng their app -‐ if a user runs out of tokens, they can rate the app to earn more!
Website and Engaging Video • Any online ar0cle about our app is likely
to link to two places -‐ our homepage & our app’s page in an app store
• Whenever a poten0al user searches Google for our app, they’ll find both our
app’s detail page and our web homepage - This makes building a great web
landing page a necessary tool to convert web visitors into users
• Our app’s detail page in the app store is
a very limited, non-‐rich and non-‐ customized experience -‐ hence, our web page should be the opposite -‐
rich, enjoyable, and engaging -‐ using
Click on Image to See Video video and images where possible
Paid Promo0on • In-‐Mobile Adver0sing - Using networks like Jumptap and TapJoy, we
can promote our app to users while they’re on their mobile device
• Search Adver0sing - Buying relevant search keywords on search
engines like Google, leading back to the app download homepage
• Social Media Adver0sing - Pay per click adver0sing, to a targeted
demographic, geography, and with the ability to serve broad and precise interest-‐based ads
Your Feedback
9 Key Mobile App Marke0ng Elements
iOL Digital Marke0ng Services October 18, 2012