And other random awesome marketing ideas…

How to Get Your App Discovered

About me •  Joined InMobi in July, 2012 •  Acquisition of AppGalleries •  Previously at Facebook •  Co-founded Ping.fm •  Designer / Front-end Eng at CBS

Interactive

Agenda

‣  Changes in iOS 6

‣  App Marketing Basics

‣  Empowering your users

‣  Social Media

‣  App Landing Pages

‣  One-to-many

‣  Data, Data, Data

‣  Guerilla Marketing

‣  Q&A

What’s new in iOS 6 Photo credit: Flickr/Sami

App Store Changes

‣  No more “New Releases” section

‣  Horizontal scrolling throughout

‣  Only 4 apps per row (less to skim)

‣  Only highest downloaded or grossing

‣  Search results in card format

‣  More algorithmically generated discovery

‣  Facebook Like button (tell people to Like

your app when having a sale)

advertisingIdentifier (IFA) ‣  IFA is a UDID replacement ‣  Anonymous but unique to the device ‣  Advertisers will be required to use it ‣  Not available in browser ‣  Reset with “Erase all Content &

Settings”

advertisingTrackingEnabled (ATE) ‣  Allows users to opt-out of targeting

based in IFA ‣  All advertisers will be required to use

both IFA and ATE

But IFA can still be used for:

‣  Conversion tracking ‣  Frequency capping ‣  Debugging, metrics, or analytics

identifierForVendor (IFV)

‣  Unique identifier for vendors

‣  Vendor and device specific

‣  Erased when last app by the

vendor is deleted from the

device

Passbook and Passes

‣  Boarding passes (airlines)

‣  Redemption cards

‣  Loyalty cards

‣  Dynamic data, updates automatically

‣  Pass is a simple .pkpass file (ZIP

compressed with JSON data)

‣  Potential for CPA/CPC campaigns here

App Marketing Basics Photo credit: Flickr/vinodmurali

We Should Know the Basics ‣  Icons and screenshots are very important ‣  No text in icons ‣  Best screenshots first (most relevant)

‣  Description and What’s New ‣  App title and keywords ‣  Ratings and reviews ‣  App-a-Day sites ‣  Review sites & Promo-codes ‣  Friends and family emails

Empower Your Users Photo credit: Flickr/seanmcgrath

Empower Your Users ‣  Turn users into advocates ‣  Give them badges and widgets they can post to

Facebook and Twitter ‣  Use notifications to solicit feedback from users ‣  Use notifications to solicit sharing from your top users ‣  Send top users schwag and stickers (street team) ‣  Give the user special items or currency when they

invite users ‣  Encourage users to create Facebook Groups

Social Media Photo credit: Flickr/Poster Boy NYC

Social Media Marketing Ideas ‣  Facebook ‣  Create a Fan Page (not a user account) ‣  Ask your users to Like your Fan Page in-app ‣  Post twice per day. End posts as questions. ‣  Consider running contests and sweepstakes on Page ‣  Appbistro.com

‣  Create an Page app called “Download App” ‣  User StaticHTML app to build a basic page that links

to App Store along with a QR code

Social Media Marketing Ideas (continued) ‣  Twitter ‣  Twitter contests (re-tweet for free download) for

promo-codes ‣  Create a #hashcode for your app. Encourage users to

tweet with it. ‣  Monitor Twitter for advocates and complaints. Be

responsive. ‣  Monitor competing apps and be quick to respond when

users have a bad experience ‣  Communicate with your target users. Have open

conversations.

App Landing Pages

App Landing Pages ‣  Very important! A lot of discovery happens on desktop! ‣  Mobile friendly - large imagery UI ‣  Desktop users ‣  Large CTA ‣  SMS or QR is best for tracking (Twilio!) ‣  Link to App Store or Play not as prominent (hard to

track and lower conversion rate) ‣  Mobile users ‣  Well designed – realism with high polish ‣  Smart App Banner for iOS

Smart App Banner

‣  Highly recommend when

marketing, you link to a

landing page with a Smart

App Banner

‣  Tracking: you can send

values to your app on first

load. Allowing you to track

where you are getting

installs from. http://david-smith.org/blog/2012/09/20/implementing-smart-app-banners/

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000

Pageviews Clicks Installs

Smart App Banner

‣  Track all the way

down to install

Data, Data, Data Photo credit: Flickr/blprnt_van

Track and Optimize

‣  Know where your loyal users are coming from with Smart App

Banners and Google Analytics for Android

‣  Optimize for those channels

‣  Tag campaigns to track effectiveness (use bit.ly links for

reach campaign)

‣  Google Analytics on Landing Page

‣  Optimizely.com for drag and drop A/B tests

Dashboard

Leftronic.com – Build your own dashboard

Guerilla Marketing Photo credit: Flickr/Si1very

Guerilla Marketing

‣  Define your target market (demographics, region,

socioeconomic level, etc.)

‣  Research events, conferences, public gatherings

‣  Build for virality. Guerilla is all about the post-event PR.

‣  Make sure you spend equal if not more time recording (photo

& video) the event and editing the video than actually

planning. Most people won’t see the campaign in-person.

Make the photos and video memorable.

‣  Think completely out of the box

Tripl – Fake Parking Tickets http://venturebeat.com/2012/08/22/tripl-genius-guerilla-marketing-y-combinator/

Nutricia – Pregnancy suites http://www.trendhunter.com/trends/nutricia-baby-connection-app

Uber – Pedicabs at SXSW http://adam-jackson.net/blog/2011/03/15/photo-post-austin-texas-sxsw-2011/

Fiverr.com – Cheap marketing stunts fiverr.com

WePay – Block of ice at Paypal conference http://techcrunch.com/2010/10/26/wepay-ice-paypal/

Zynga – Zombies and popsicles http://venturebeat.com/2012/05/24/zynga-zombie-horde/#s:zombie-swipeout-instagib

Open Forum. Q&A.

Ryan Merket, InMobi ryan@inmobi.com http://inmobi.com

Thank You!