TapSense - Best practices for iOS app marketing
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TapSense - Best practices for iOS app marketing

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Your app strategy has been effective and all growth so far has been organic. Now that the product team has worked out all the kinks, you’re ready to start marketing the app. But where should you ...

Your app strategy has been effective and all growth so far has been organic. Now that the product team has worked out all the kinks, you’re ready to start marketing the app. But where should you start? Should jump right into paid? Are there free channels you can explore first?

In this guide we will provide expert advice on how to approach your app marketing. First exploring how to maximize free channels and then expanding to paid channels.

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TapSense - Best practices for iOS app marketing TapSense - Best practices for iOS app marketing Presentation Transcript

  • Best Practices for iOS App Marketing
  • www.tapsense.com info@tapsense.ocm App Marketing Basics / Getting Started What do I need to get started? 1. Ready to Promote your Mobile App 2. Identify Target Customers 3. Messaging and Creative 4. Select and prioritize distribution channels
  • www.tapsense.com info@tapsense.ocm App Marketing Basics / Getting Started 1. Ready to promote your mobile app? Your app strategy has been effective and all growth so far has been organic. Now that the product team has worked out all the kinks, you’re ready to start marketing the app. But where should you start? Should jump right into paid? Are there free channels you can explore first? In this guide we will provide expert advice on how to approach your app marketing. First exploring how to maximize free channels and then expanding to paid channels.
  • www.tapsense.com info@tapsense.ocm App Marketing Basics / Getting Started 2. Identify target customers Identifying your target customer is the essential first step. Developing a good understanding of your who your target customer will help make sure that you tailor your messaging to them and target the right channels.
  • www.tapsense.com info@tapsense.ocm App Marketing Basics / Getting Started 3. Messaging and creative Does your app have a clear and easy to understand value proposition? One that you can market effectively? On iOS, mobile specific value propositions are the most successful. Understanding your mobile specific value proposition is essential to succeeding in app marketing. Some examples: Redfin pushes the location based feature of their app. Audible offers free audiobook download. The financial times gives consumers a discount on a digital subscription.
  • www.tapsense.com info@tapsense.ocm App Marketing Basics / Getting Started 4. Select and prioritize distribution channels Free Channels First, utilize all the free channels effectively to get app downloads. • Email Marketing • Refer-a-Friend • Your Mobile Website • Social Media • Direct Publishers • Mobile Ad Networks • Demand Side Platforms • Paid Social Media Paid Channels Use paid channels to complement your free channels.
  • www.tapsense.com info@tapsense.ocm App Distribution: Free Channels | Email Email, the most under used app marketing channel With over half of all email now opened on a mobile device, driving app downloads from this channel should be an essential part of every app marketers strategy. Most internet based companies have made a huge investment in email marketing. There is no better way to reach your existing audience and help migrate them over to your iOS app.
  • www.tapsense.com info@tapsense.ocm Stats say 44% of email is now opened on a mobile device Litmus – ”Email Analytics” (June 2013) Pro Tip: Add app conversion tracking tags to app store download links in all your marketing emails. This will allow you to track and measure conversion from email. http://www.emailmonday.com/mobile-email-usage-statistics App Distribution: Free Channels | Email
  • www.tapsense.com info@tapsense.ocm App Distribution: Free Channels | Referrals App refer-a-friend programs Refer-a-friend type programs are increasing in popularity as a way to drive viral adoption of iOS apps. There are a few platforms that have recently emerged such as Yozio, who provide a turnkey way to do this through both email and text. Referral remain one of the best channels to accelerate the growth of high value users. It’s a channel that more app marketers should take advantage of.
  • Pro Tip: Add conversion tracking tags to refer-a-friend systems in your app to track and measure conversion from this channel www.tapsense.com info@tapsense.ocm App Distribution: Free Channels | Referrals http://blog.buzzreferrals.com/2012/07/referral-marketing-stats-you-need-to.html The Wharton School of Business found that a referred customer has a 16% higher life-time value.
  • www.tapsense.com info@tapsense.ocm App Distribution: Free Channels | Your Mobile Website Move users from your mobile website to your app Many large PC based business invested heavily in the mobile web, for good reason. It works cross platform across iOS and Android and it utilizes most of their existing infrastructure. But now with the iOS app explosion, migrating user to an iOS app is way to increase user value by providing them a more robust users experience. It’s a low cost and effective way to increase your installed app based, before moving to paid user acquisition.
  • www.tapsense.com info@tapsense.ocm http://searchenginewatch.com/article/2265547/46-of-Searchers-Now-Use-Mobile-Exclusively-to-Research-Study Pro Tip: Add conversion tracking tags to app store download links on your mobile website. This will allow you to track and measure conversion from mobile web. 46% of Searchers Now Use Mobile Exclusively to Research. App Distribution: Free Channels | Your Mobile Website
  • www.tapsense.com info@tapsense.ocm App Distribution: Free Channels | Social Media Leverage Social media for app marketing Social media can be an effective direct response channel for mobile app marketing. “71% of People Use Mobile to Access Social Media” Adobe 2013 Mobile Consumer Survey Twitter and Facebook have made huge improvements to the mobile user experience, making it an excellent platform for mobile app marketers to tap into.
  • www.tapsense.com info@tapsense.ocm http://www.mobilemarketingwatch.com/infographic-the-twitter-stats-marketers-need-to-know-35375/ 500 million users have sent 170 billion tweets. Pro Tip: Add conversion tracking tags to tweets and Facebook posts systems to track and measure conversion from social media. App Distribution: Free Channels | Social Media
  • www.tapsense.com info@tapsense.ocm App Distribution: Paid Channels | Media Planning Developing a media plan and strategy Once you have exhausted all your free channels, most app marketers will need to expand their efforts into paid marketing in order to keep growth on pace. The first step when starting paid marketing is to evaluate different traffic sources and develop a media plan. Most mobile media plans combine these channels: Mobile Ad Networks Direct Publishers Publisher Networks Demand Side Platforms
  • www.tapsense.com info@tapsense.ocm App Distribution: Paid Channels | Publishers, Ad Networks, DSPs Picking the right paid channel As you develop your media plan you will want to consider the following when selecting channels: 1. Can you leverage existing channels and relationship that you have on the PC side to get better service? 2. Are there specific marketing requirements such as geo- targeting that you need to consider upfront? 3. Do you have a rough estimate of how much you can spend on a monthly basis? Access Over 300+ Pubs From TapSense Traffic Source Examples
  • www.tapsense.com info@tapsense.ocm App Distribution: Paid Channels | Developing Creative Developing great mobile advertising Developing great mobile creative is an iterative process with many different elements to consider. The next two pages present four examples of breakthrough creative that drives downloads of high quality users.
  • www.tapsense.com info@tapsense.ocm App Distribution: Paid Channels | Developing Creative Mobile creative examples Simple and effective sweepstakes messaging is always popular. Leveraging the NBC logo partnership also adds a significant level of credibility to the ad. Expedia’s lifestyle focused creative does a great job at differentiating in the crowded digital travel retail space. 1. 2.
  • www.tapsense.com info@tapsense.ocm App Distribution: Paid Channels | Developing Creative Mobile creative examples Viator’s use of well known landmarks and destinations makes this ad easy to understand. Paris a popular destination globally. Flickr can easily leverage all the fantastic content they have access to through their users, this ad is quirky and eye catching. A perfect fir for the brand. 3. 4.
  • www.tapsense.com info@tapsense.ocm Measure, Analyze, and Optimize Total marketing measurement and analysis Measurement across all channels email, social, paid and organic is the best way to get a really good understanding of your LTV (Life Time Value) and ROI (Return on Investment) from marketing. Channels Downloads Registrations Purchases Paid 1,200 462 27 Social 56 12 1 Email 1,560 1,002 234 M-Web 345 276 43 Referrals 670 503 125 Total Measurement Example There are lots of tools now that provide these features out of the box. Optimizing to downloads isn’t enough. Comparing all channels with down the funnel post click data will allows marketers to get the whole picture.
  • www.tapsense.com info@tapsense.ocm App downloads come from various channels such as Social, Email, Paid… iTunes is black box. It doesn’t show where the downloads come from TapSense attributes downloads across channels; optimizes marketing. Measure, Analyze, and Optimize: Conversion Tracking
  • www.tapsense.com info@tapsense.ocm Measure, Analyze, and Optimize When optimizing campaigns there are two major levers that marketers have: 1. Channel optimization: This is adjusting your spend allocation between different publishers in order to achieve the best Return on Investment (ROI). 2. Creative optimization: This is the process of developing and testing different creative with different messages, images, buttons, etc. A/B testing is a simple way to test changes to your campaigns against a control to determine which ones produce positive results. Optimizing your campaigns
  • www.tapsense.com info@tapsense.ocm Tips For Success 1. Update your creative and messaging often: With digital media it’s easy to develop and test lots of creative variety. Creative burn happens faster as you increase budget and acquire more users. 2. Focus on acquiring users not clicks: Pay attention it just your CTR is a rookie mistake. Platforms now exist that give deep insights in users quality in addition to volume. 3. Test a new paid channel every month: It’s easy to become complacent, but the best app marketers constantly test and try new channels all the time. As a rule of thumb it’s best to try out one new traffic each month. 4. Focus marketing efforts during peak season: Retailers are a great example, they aggregate most of the marketing efforts around holidays and key shopping days like Black Friday. Planning well in advance for these events helps to ensure marketing success. 5. Get help from consultants and agencies Seeking the help of professionals and consultant who specialize in areas such as mobile creative development, mobile media planning, or mobile marketing can have a big impact.
  • www.tapsense.com | info@tapsense.ocm About TapSense TapSense: Measure Everything and Prove Your App Marketing Works TapSense is a mobile app marketing platform that provides unbiased third party measurement of app downloads across free and paid channels. Through a single dashboard, app marketers can manage and optimize mobile campaigns across hundreds of publishers. Over 100 customers have succeeded with TapSense, including: Fab, Redfin, Trulia, Expedia, Viator, Amazon and eBay. TapSense was founded in 2011 and is based in San Francisco, California. Investors include top Silicon Valley venture firms, Ron Conway's SV Angel and Maynard Webb, a board member of Salesforce and Yahoo.
  • www.tapsense.com | info@tapsense.ocm About TapSense About the Author Gregory Kennedy is Vice President, Marketing at TapSense. He has over a decade of experience in digital media. A former UI designer and creative director, Gregory is a sought after speaker at mobile events including Business Insider's Social Commerce Summit, Mobile Monday Silicon Valley, iOS Dev Camp, and Vodafone Developer Day London. Prior to TapSense, Gregory was the Director of Global Marketing for InMobi, the largest independent mobile ad network.