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…

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?

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

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

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

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

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

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

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

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 – 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

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

(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

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

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

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