DDMA iLounge - Market your iPhone App

Market your iPhone app DDMA iLounge Mobile Marketing – 22 September 2009 Martin Voorzanger – Head of Internet Marketing

Marketing your iPhone app
Today’s topics:
iPhone (and iPod touch) for Dummies (are there any?)
App Store marketing strategies
Promoting our app in the App-o-system
(Mobile) advertising
Measuring sales
Brought to you in 25 minutes…

Source: AdMob Mobile metrics

Source: AdMob mobile metrics

Note: 1,500,000,000 / 65,000 = 23 downloads/app

AppStore marketing strategies
‘ The majority of app discovery happens through browsing and search on the mobile device ’ – AdMob Mobile Metrics, aug-09
So:
How to get into the “Top 25” or “What’s Hot” list?
How to ensure app discoverability?

Ranking in the App Store
Each app has primary and secondary category (Weather, Finance, Travel, Navigation, Sports, ..)
Various rankings: overall (per App Store), per category, paid vs. free – rank changes at least daily. So choose your category wisely!
My formula (unverified): Ranking = sales per day (units) * rating * Apple factor Apple factor = €€€ * coolness * spotlight theme

Discoverability in the App Store
Search result set based on:
Company name
App name
App keywords (max. 100 chars/12 keywords) – can’t be changed
Search result ranking:
App Store Ranking
Ratings/reviews – don’t matter (for search), but do for conversion

Strategy
Get your app to a top position by (rank/search):
Create a killer app
Submit your app wisely (mainly app name and keywords)
Synchronize all your marketing efforts
Drive App Store traffic and sales
Monitor the position and optimize

Promoting our app in the App-o-system
Create buzz and synchronize marketing efforts:
Traditional and social media coverage
Online presence
Advertising
Affiliation
The good, bad and ugly SEO
And a little help from a friend

TomTom app = TomTom turn-by-turn navigation software + specific map-cut (for instance Benelux or Western-Europe) for iPhone 3G/3GS
Sold in 11 App Stores (line-up varies per App Store)
Size varies from 85 Mb to 1.44 Gb
Price range €62,99 - €99,99
Supplementary TomTom car kit coming soon
TomTom app for iPhone

Start spreading the news.. Source: Google News

Media coverage

Microsite web & mobile

Make sure you properly support Safari (50% browser share) and iPhone (>10% OS share)
Optimize for SEO (page title, localization, sitemap.xml)
Build your own database as iTunes ‘owns’ the customers
Microsite - some tips

Microsite – social media links

Social Media Source: O’Reilly Radar / Hashtags.org

Twitter WWDC App in Store Twitter.com/TomTom reclaimed Source: Twittercounter.com

YouTube

Affiliation
Join the iTunes affiliate programme at Tradedoubler, LinkShare and DGM
Normal split: 70%-30% per sale
Via affiliation: 74-26%!
… and provides additional stats:
Clicks
Unique Visitors
Sales per medium/source (when links ‘smartly’ encoded)
Keywords

The good ‘ol SEO

iTunes Search Optimization.. all about tags

The new SEO…. Oeps!

A little help from Apple…

(Mobile) Advertising
Search – Google AdWords (web + mobile)
Display – AdMob (in-app + mobile websites)
Targeting (device/version, connection speed)
Requirement: approval for using Apple Trademarks

Search (web and mobile)

Mobile display
Mobile display advertising: in-app and on sites
Largest CPC mobile display advertising networks:
AdMob
Quattro wireless
DeckTrade

Targetting – simple and advanced

Measuring sales… is hard
iTunes App Store reports – daily marketing/sales report
Hard to understand advertising RoAS – affiliation helps
Hard to understand top/underperforming creatives and keywords
What comes on top:
Batch interface between iTunes and affiliate networks
User switches between mobile and web
Creating tracking URL that work and both web and mobile

3 tips to take away
Create your (first) app now – for branding, traffic, money (sales or advertising), database or just for experimenting.
Submit your app wisely to ensure discoverability – focus on keyword research and copywriting
Measure the success thru affiliation – to increase sales and get insights

DDMA iLounge - Market your iPhone App

by Toogethr on Sep 21, 2009

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