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Marketing Mobile Applications - MMA Webinar - iCrossing
 

Marketing Mobile Applications - MMA Webinar - iCrossing

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iCrossing's Mobile VP, Rachel Pasqua, guided attendees through the phases of the mobile app lifecycle including the essential pre-launch content planning and development phases and the essential ...

iCrossing's Mobile VP, Rachel Pasqua, guided attendees through the phases of the mobile app lifecycle including the essential pre-launch content planning and development phases and the essential post-launch combination of Bought, Earned and Owned media that ensures optimal app store search visibility and downloads. The webinar was held on December 1, 2011 in partnership with the Mobile Marketing Association (MMA).

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  •  · The three phases of a mobile app lifecycle· Techniques for developing truly engaging mobile apps· How to achieve a competitive rank in the increasingly complex mobile app ecosystem
  • For content owners, achieving visibility within app store listings and key social spaces is essential to downloads and engagements.
  • For content owners, achieving visibility within app store listings and key social spaces is essential to downloads and engagements.
  • For content owners, achieving visibility within app store listings and key social spaces is essential to downloads and engagements.

Marketing Mobile Applications - MMA Webinar - iCrossing Marketing Mobile Applications - MMA Webinar - iCrossing Presentation Transcript

  • “Marketing Mobile Apps” December 1, 2011 11AM PST / 2PM EST MMA EDUCATIONAL SERIES Sponsored by:Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • A great mobile app starts with a good concept, but making that concept a reality is a complex process. Today, we’ll discuss the mobile app lifecycle and how understanding its phases helps brands create apps that reach their audience and create ongoing connectedness with users. Our focus will include the key steps necessary to ensure successful mobile app content and the role of bought, earned and owned media in generating downloads and promoting engagement.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • • How to develop app content that engages your users and meets your brand objectives. • Pre-launch planning techniques to make your app findable and appealing to your target users. • Post-launch promotional tactics that will generate downloads and put your app in the right hands.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Rachel Pasqua Vice President, Mobile iCrossing Rachel.Pasqua@icrossing.com @RachelPasqua RachelPasqua Moderator Michael Becker Managing Director, North America Marketing Association michael.becker@mmaglobal.comMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Don’t forget to Tweet about this session using hashtag: #MMAWebMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • 80% of consumers engage in mobile shopping this holiday season. Will they use your app to do it?Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Smartphone and tablet desktops are the world’s most coveted territory. For content owners, staking a claim on the 1st or 2nd page of a consumer’s mobile device – their “personal real estate” – is invaluable. But in an increasingly crowded marketplace, standing out is a challenge. 5000,000 iOS apps and over 10 billion daily downloadsMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Most users go directly to the app store on their device to find apps - optimal visibility for your app within the app stores is a must. App store rank for categories, keywords and spotlights – e.g. What’s Hot – are based almost entirely on downloads. Rank = + + + Today’s Yesterday’s Downloads from Recent Downloads Downloads 2 days ago Usage/Engagement Recently however, there are (unsubstantiated) rumors that how often your app gets used is factored into your rank as well. So, brands must focus on driving downloads and encouraging repeat use.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • The end goal for all brands that develop an app is engagement – an always-on connection with a user and a permanent spot on his or her mobile desktop. Most brands fail in this regard – the average app is used a handful of times before being deleted. Less than 10% of apps see repeat usage six weeks after download. Retained Mobile App Users Per Month – Android and iOS Stats courtesy of Flurry, February 2010 50% 45% 40% 35% iOS 30% Android 25% 20% 15% 10% 5% 0% Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • A successful mobile application starts with a good idea – but making that idea a reality is a complex process. Brands that understand the mobile app lifecycle have a greater chance of achieving their goals by generating a high volume of downloads and consistent engagement. Usability Testing Content Strategy Implementation of findings Bought Media Validation Beta Test Dev & QA Design & Planning Ideation Develop Earned Media Owned Media Pre-launch Content & Media Strategy Post-launch Content & Media Execution Active ListeningMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • 26% of app users are loyal customers – the ones that will use your app consistently and become truly connected with your brand. Content focuses on identifying, understanding and communicating with these customers and using their insight to inform app development and marketing. Usability Market testing iCrossing utilizes active listening, market research and targeted user testing to develop and validate a Research content strategy for mobile apps. Active Listening Monitoring conversations in key social spaces about a brand/app.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • A well-planned and carefully curated combination of bought, earned and owned media create the awareness and downloads required for natural visibility and create a consistent level of awareness that captures new users. Bought Media Earned Media Targeted mobile Blogs, Directories, email , PR advertising campaigns and other earned channels generate the high-volume promote awareness and brand iCrossing utilizes active listening, market research downloads required to advocacy. and targeted user testing to develop and validate a achieve rank. content strategy for mobile apps. .com Owned Media Brand Web site, branded content and social spaces support natural search visibility and awareness.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Content strategy and media strategy in the pre-launch phase lay the groundwork for an engaging and highly visible app. Tactical execution of bought, earned and owned media in the post launch phase work in harmony to build awareness and drive downloads. MONTH 1 2 3 4 5 6 … Usability testing Market Research Ongoing content strategy Content Strategy Promotional campaign and content Promotional campaign execution and planning & development content seeding Paid media planning Ongoing campaign Bought execution, management and reporting Ad asset concepting & creative App store Post-launch SEO Keywords and metadata and (link building & optimization) SEO Planning copy Owned Owned Media Recommendations Engagement in Social Spaces (Web site, social spaces) Outreach planning Earned Influencer & Directory Outreach Optimization of PR, Email etc. Active ListeningMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Question #1 Are you: a.) Looking to improve the performance of a current app? b.) Planning to release a new app?Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Pre-Launch: Content StrategyMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Mobile Content Strategy utilizes Active Listening, Market Research and Usability Testing to inform ideation, validation and, ultimately, final development of a successful mobile application. Market Active Listening - Conversational Research Usability Testing - Market trends analysis in key - User feedback - Brand goals social spaces - Customer needs Ideation Validation The Mobile App Creative brief that results from this process defines the criteria essential to the success of your app – i.e.: • Target audience • Revision or removal of • Target platforms content/functionality from an existing app • Content and functionality • Addition of new content/functionality to • End user experience an existing app • KPIsMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Active listening using tools like Nielsen BuzzMetrics, are used to monitor key social spaces for brand and generic keywords, helping brands determine key areas of interest for their consumer in relation to mobile. These insights are used to develop and refine concepts for mobile apps. Prelaunch conversational Post-launch monitoring analysis Evaluative Diagnostic Amount of Dictate conversation marketing, outre •Awareness and ach, and reach promotion LAUNCH Tonality of conversation Manage the communication •Success of the value proposition of the value proposition Topics of conversation •Important and Specific input on unimportant improvement, re elements finements and alterationsMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Market research is used to further define and refine app concepts by analyzing the relationship between the brand, its customers and the market landscape. Significant emphasis is placed on the Audience and user wants and needs. Environment Audience Target Demographics Marketplace Dynamics Target platforms Competitive Situation Environment Audience Inspirational Brands Organization Organization Stakeholder goals Content availabilityMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Usability testing of a functional beta with consumers that match the app’s target audience enables brands to fully validate the content and functionality, answering key questions such as: • Is the application intuitive and easy to use? • Is the content resonating in the desired way with the target demographics? • Are there additional features or additional content that users want/need? • How can the overall user experience be enhanced and improved? 1 1 2 MATCH 3 EXPLORE 4 TEST REFINE Invite Participation Identify Assess Modify Invite audience Determine expectations Explore extent to which Make changes based on members for testing at for app content and audience members are audience feedback a logical point in the functionality based on able to easily design process brand and desired accomplish tasks and feature set site meets brand expectationsMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Proper documentation enables content owners to remain focused on the established goals as they move through the design and development phases. 1 Creative Brief Business Functional Who is the audience? Requirements Requirements What does the app do? What are the How will the app business goals? work? What are the KPIs? Mobile Application DocumentationMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Ideation • Understand your audience • Understand the competitive landscape • Define your business goals • Focus on the user first and the brand second • Make sure there is a market for your idea • Find the competitive edge for your app Validation • Vet a beta with your target audience and apply their feedback to iterative development and improvements Design and Develop • Document your goals and your processMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Question #2 How did you plan your app content? (Choose all the apply) a.) Competitive research b.) Focus groups and/or customer interviews c.) Web analytics d.) Usability testingMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Pre-Launch: Media StrategyMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Most searches for apps happen outside of traditional search channels like Google - being visible in these areas is essential to generating downloads. A successful app marketing media strategy focuses on the areas proven to be key channels in reaching the right potential users. How do you discover the apps you download – choose all that apply (% of respondents) 80% iOS 70% Android 60% 50% 40% 30% 20% 10% 0% Browsing Searching for a Word of mouth Seeing ads News articles or A brand I know Other through top app specific type of while using blogs introduces an store rankings app other apps app to meMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • To get downloads, you need high visibility. To get high visibility, you need downloads. To achieve this, brands have two options: Millions of downloads!!! • Strike a deal directly with •Make great apps Apple to be featured in iTunes •Make them findable and/or advertising campaigns. •Sell a lot of them •Keep users coming backMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Over 80% of search for native mobile apps happens within the app stores and the competition for visibility is fierce. Getting featured in an Apple Ad campaign or in categories like “What’s Hot” or “Staff Picks” are sure ways to drive downloads but an unrealistic scenario for most.The ideal scenario is to appear on page 1 and no deeper than page2 of your app’s key categories as well as within the top 2 pages of results when someone search for your keywordsMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Few existing keyword tools accurately reflect how users are searching for mobile apps – the most effective course of action is to audit similar and competitive apps in your key categories to assess the terminology they use. Accurate keywords are essential to capturing app store search traffic since few users search more than 1-2 pages deep.App store SERPs show 5 results per search above the fold on smartphones and10 on tablets – the process of digging deeper than the first page is cumbersome and increases reliance of 1st page results.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • The competitive keywords you develop should be used to compile your app store metadata – the descriptive content that is uploaded with your app when you submit it to the app stores for approval. This content should be prepared well ahead of time – finalize it at least two weeks prior to submission. Keep in mind that you can only change certain metadata when you submit a new build – but you can’t submit a new build just to change the metadata.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • The app store landing page is the most important content to consider in capturing the attention of potential users. This page contains the keyword rich content that shows up in search results and the descriptive verbiage that compels users to download.Create eye-catching and keyword rich descriptive content and visuals – as partof the app store meta data, this content should be finalized 2-3 weeks prior to submissionMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Your main brand web site should contain dedicated content that promotes the mobile application. A page describing the app’s benefits with screenshots and links to direct download is a minimum requirement. Alert mobile visitors to your brand web site that there is an option to use an app instead – offer them a direct link to download as an immediate option.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Your branded social spaces – e.g. Facebook, Twitter, corporate blogs – are ideal spaces to introduce your app to your users. Dedicated Facebook tabs and regular tweets and posts help keep your users up to date on new content and functions.Social spaces are an ideal forum for sourcing feedback from your users that can be applied to iterative improvement of your app.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • A substantial, well-planned media campaign with the right targeting can generate a high volume of downloads within the right demographics – users that will remain consistently engaged with your app. Most top ad networks now offer cost per click or cost per download campaigns that are crafted for optimal downloads AND engagement. A wide variety of common mobile ad types can be effective for driving downloads – e.g. search ads, display, video, rich media.Other more diverse opportunities include incentivized downloads/reviews and paid reviews/placement on app directories.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Contacting influencers with a polite request for a review is instrumental in broadening the exposure for your app. Positive mentions on app and gadget blogs, niche blogs relevant to your app, and getting listed and reviewed in relevant app directories are highly valuable and will result in increased downloads. Compose your list of target influencers at least two weeks prior to submissionand be prepared to start your email campaign the day of launch. Craft outreach copy that illustrated the benefits of your app but can also be customized for each influencer. For premium apps, always include a promotional code.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Question #3 Did/do you have a launch strategy? (Choose all the apply) a.) No promotional planning whatsoever b.) Bought media spend c.) Owned media planning d.) Earned media planningMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Post-Launch: Execution, Outreach and OptimizationMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • The key to successful post-launch promotion is to strike the right balance of bought, earned and owned media. All three work symbiotically to generate downloads and encourage engagement. Owned Optimization of web content and branded social spaces to support increased awareness Bought Earned Targeted ads that Influencer outreach to generate high volume spread the word and downloads and high introduce the app to a app store rank wider audienceMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Bought media drives the initial downloads required for visibility, while earned and owned media create an organic framework for long term awareness and engagement. As the organic earned and owned tactics ramp up, bought efforts can be scaled down to a maintenance level. Typical 12 week post-launch promotional program LAUNCH 1 2 3 4 5 6 7 8 9 10 11 12 ….. Bought Bought Bought Bought Earned & Earned & Owned Earned & Earned & Owned Owned Owned Conversational monitoring and analysisMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • The primary goal for Bought (mobile display, search, sponsorships etc.) is to generate enough downloads to create high rank and natural search visibility for the app within its target categories and featured app store lists as well as for all relevant keywords. Post-launch, media spend, placement and creative should be consistently optimized to support this optimal visibility. High visibility Clicks lead right to the Bought Media for iTunes landing mobile applications page creates a multiplier High app effect store rank High High# of App Store downloads RankMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Influencer outreach should start as soon as possible after an app appears in the the app store – ideally the same day. In addition to emailing key influencers, PR services dedicated to the app space – e.g. PR Mac – are highly valuable as well.Keep a spreadsheet of all the influencers contacted – create a Google alert using your app keywords and search Twitter daily for mentions. Respond to all feedback, both positive and negative. Map your positive feedback to daily app store rank and downloads to gauge the effectiveness of your campaign.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Post-launch, continue to optimize and update content in your owned spaces – e.g. brand web site, Twitter, Facebook, blogs, etc. Consider creating additional content to promote your app that can be syndicated – e.g. demo videos.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Post-launch, continue to optimize and update content in your owned spaces – e.g. brand web site, Twitter, Facebook, blogs, etc. Any content that mentions an app favorably is an opportunity to drivedownloads – building links to these sites is an important part of app marketing strategy (mentions should always include the iTunes direct download link).Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Integrate sharing tools prominently into the interface of your app – e.g. share via email and SMS, Like/Share on Facebook, Tweet, Google+ Enabling your users to share content that they find engaging turns every userinto a brand ambassador and every tweet or share into an endorsement for your app within their social graph.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • •Respond to every Facebook post •Reply to every tweet •Take every review seriously And apply what you learn to making a better app.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Sample timelines and activities for a 6 month app planning and promotional program Pre-launch Post-launch Content Strategy Media Strategy Execution 8-12 weeks 2 weeks 12 weeks Market research Owned planning • Directory submission • Competitive analysis • Keyword research • Link acquisition • Industry insights • Metadata and copy • Copy optimization • Stakeholder insights • Optimization of brand • Influencer outreach y site and social spaces Usability Testing • Bought media • 1:1 user testing Bought planning Paid media planning management • Focus group testing • Media placement plan • Audience management and budget Promotional content Earned Planning • Promotional campaign • Campaign planning Earned Planning execution • Content development • Identification of influencers • Content seeding Optimization Ongoing conversational analysis and monitoring user feedback to improve app content and experience.Mobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Pre-launch Post-launch • Do your keyword research: assess • Submit to app directories competitors and similar apps – don’t • Reach out to influential bloggers rely solely on brand keywords and request reviews • Use that research to build keyword • Use Google alerts to keep track of rich app store metadata every mention of your app • Create a list of target blogs and app • Request back links from every directories place your app is favorably mentioned • Create a dedicated Web page or separate site for your app • Tweet, blog and post to Facebook • Plan and budget your paid media • Engage your users and respond to their feedback • Plan your Twitter strategy • Plan your Facebook strategy • Apply what you learn to future iterations of your app • Test a beta with your target audience – and be ready to make some adjustments based on their feedback • Integrate sharing tools into the interface of your appMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Assess your visibility inside the App Store • Are your keywords on target? • Have you created engaging and keyword-rich App Store content? Assess your visibility outside the App Store • Is your app listed in the popular directories? • Has it been reviewed by top app sites and niche blogs in your vertical? • Have you created branded web content to promote it? • Do you know where your app is being mentioned? • Are you using your social spaces to maximize awareness? Connect with your customers • Conduct usability testing to validate your content • Engage your customers in social spaces • Listen to what they have to say • Enable them to evangelize your product throughout their social graph • Connect with influencers who can spread the wordMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Question #4 What are your key app challenges? (Choose all that apply) a.) Poor downloads b.) Poor engagement c.) Poor visibility/findability d.) Negative reviews/user feedbackMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • Rachel Pasqua Vice President, Mobile iCrossing Rachel.Pasqua@icrossing.com @RachelPasqua RachelPasqua Moderator Michael Becker Managing Director, North America Marketing Association michael.becker@mmaglobal.comMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing
  • ADDITIONAL RESOURCES Find out more at www.icrossing.com Stay connected at greatfinds.icrossing.com Join the conversation at thecontentlab.icrossing.com Follow us at Twitter.com/icrossing Become a fan at Facebook.com/icrossing Download our decks at Slideshare.net/icrossingMobile Marketing Association “Marketing Mobile Apps” December 1, 2011 – Sponsored by iCrossing