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How to Get Your App Discovered with Ryan Merket from InMobi
 

How to Get Your App Discovered with Ryan Merket from InMobi

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Video on YouTube http://www.youtube.com/watch?v=oJe8PMJu-wE ...

Video on YouTube http://www.youtube.com/watch?v=oJe8PMJu-wE

With over 700,000 iOS apps and 500,000 Android apps, it's hard to get your apps discovered. How can you stand out from the sea of apps? In this webinar, we'll take a look at a number of unconventional ways to get your apps downloaded. Join us to learn a few guerrilla marketing techniques for the mobile universe. This session is led by Ryan Merket, Director of Developer Relations for InMobi.

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How to Get Your App Discovered with Ryan Merket from InMobi How to Get Your App Discovered with Ryan Merket from InMobi Presentation Transcript

  • How to Get Your App DiscoveredAnd other random awesome marketing ideas…
  • About me•  Joined InMobi in July, 2012•  Acquisition of AppGalleries•  Previously at Facebook•  Co-founded Ping.fm•  Designer / Front-end Eng at CBS Interactive
  • ‣  Changes in iOS 6 ‣  App Marketing Basics ‣  Empowering your usersAgenda ‣  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 ATEBut 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/
  • Smart App Banner ‣  Track all the way 80,000 70,000 down to install 60,000 50,000 40,000 30,000 Pageviews 20,000 Clicks 10,000 Installs 0
  • 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 Ticketshttp://venturebeat.com/2012/08/22/tripl-genius-guerilla-marketing-y-combinator/
  • Nutricia – Pregnancy suiteshttp://www.trendhunter.com/trends/nutricia-baby-connection-app
  • Uber – Pedicabs at SXSWhttp://adam-jackson.net/blog/2011/03/15/photo-post-austin-texas-sxsw-2011/
  • Fiverr.com – Cheap marketing stuntsfiverr.com
  • WePay – Block of ice at Paypal conferencehttp://techcrunch.com/2010/10/26/wepay-ice-paypal/
  • Zynga – Zombies and popsicleshttp://venturebeat.com/2012/05/24/zynga-zombie-horde/#s:zombie-swipeout-instagib
  • Open Forum. Q&A.
  • Thank You! Ryan Merket, InMobi ryan@inmobi.com http://inmobi.com