Your SlideShare is downloading. ×

DDMA iLounge - Market your iPhone App

1,917

Published on

Presentation sharing the TomTom strategy for (mobile) marketing the TomTom app for iPhone

Presentation sharing the TomTom strategy for (mobile) marketing the TomTom app for iPhone

Published in: Business, Technology
1 Comment
12 Likes
Statistics
Notes
  • Check out Apple's New iPod nano with Multi-Touch Product Review
    http://www.slideshare.net/Zanura/i-pod-nano-multi-touch-review
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
1,917
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
95
Comments
1
Likes
12
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Market your iPhone app DDMA iLounge Mobile Marketing – 22 September 2009 Martin Voorzanger – Head of Internet Marketing
  • 2. 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…
  • 3. Source: AdMob Mobile metrics
  • 4.  
  • 5. Source: AdMob mobile metrics
  • 6.  
  • 7. Note: 1,500,000,000 / 65,000 = 23 downloads/app
  • 8.
    • 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?
  • 9. 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
  • 10. 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
  • 11. 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
  • 12.
    • 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
  • 13.
    • 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
  • 14.  
  • 15. Start spreading the news.. Source: Google News
  • 16. Media coverage
  • 17. Microsite web & mobile
  • 18.
    • 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
  • 19. Microsite – social media links
  • 20.  
  • 21. Social Media Source: O’Reilly Radar / Hashtags.org
  • 22. Twitter WWDC App in Store Twitter.com/TomTom reclaimed Source: Twittercounter.com
  • 23. YouTube
  • 24. 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
  • 25. The good ‘ol SEO
  • 26. iTunes Search Optimization.. all about tags
  • 27. The new SEO…. Oeps!
  • 28. A little help from Apple…
  • 29.
    • (Mobile) Advertising
    • Search – Google AdWords (web + mobile)
    • Display – AdMob (in-app + mobile websites)
    • Targeting (device/version, connection speed)
    • Requirement: approval for using Apple Trademarks
  • 30. Search (web and mobile)
  • 31. Mobile display
    • Mobile display advertising: in-app and on sites
    • Largest CPC mobile display advertising networks:
      • AdMob
      • Quattro wireless
      • DeckTrade
  • 32. Targetting – simple and advanced
  • 33.
    • 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
  • 34. 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
  • 35.  

×