Introduction to OpenXcell & AppN2O
• OpenXcell Technolabs is an ISO 9000:2008 certified company
located in India and USA
•...
Objectives : 5 W’s of App Marketing
•
•
•
•
•

Why App Marketing
What we need to start app marketing
How to do app marketi...
Why App Marketing
1 Million in Apple = 1 Million in Android
Market Growth in 2013 - Revenue

Three Countries with Highest Market growth in 2013 compared to 2012 –
South Korea, China ...
Revenue distribution by Country and Platform in 2013

Source: Distimo
Brick Countries Emerge in 2013, While new market are poised
to break out in 2014

Source: App Annie
App Store
Superpowers

Bric Emerging
Powers

Markets to
Watch

Japan

Brazil

Hong Kong

South Korea

China

Indonesia

Un...
What we need to start app marketing
What we need to start app marketing
•
•
•
•
•
•
•

Build The Best App
Focused Marketing Strategy
Monetization Plan
In-dept...
Build The Best App
• Build The Best APP
• The Golden Rule
• What Does “Best” Mean?
 Offers users something of value
 Off...
Focused Marketing Strategy
•
•
•
•
•
•

Market Research
Marketing Road Map
Target Users Analysis
User Behavior Analysis
Co...
Monetization Plan
• Sales Plan
– Free with in App Purchases
– Paid App
– Paid with in App Purchases

• Sales Forecast
• RO...
Apple App Store: Revenue share of the freemium
business model

Source: Distimo
Google Play: Revenue share of the freemium
business model

Source: Distimo
In-depth knowledge of App Stores
•
•
•
•
•
•
•

Target App Stores
Specific Features
Ranking on App Store
Optimization Proc...
Google Play surpassed iOS in App Downloads

Source: App Annie
iOS is very ahead than Google Play in App Revenue

Source: App Annie
Target Geographical Territories
• Identification of territories
• Reach to the maximum no. of
users in a specific territor...
Media Connections & App Experts Network
• Media Coverage for App
• Connections with the right
media platforms for mobile
a...
Expertise in Buzz Marketing & Viral Promotion
• Buzz around the app
• Viral promotion
• Social Media Marketing
Strategy
• ...
How to do app Marketing
How to do app Marketing
•
•
•
•
•
•
•
•

App Store Optimization
App Landing Page
App Localization
Video Creation
App Revie...
App Store Optimization
• Improve your App Name
• Design an eye catching and
appealing app icon
• Keyword creation and
opti...
App Landing Page
• Design and develop an effective
app landing page (app website
of 3-4 pages)
• SEO through app landing p...
App Localization
•
•
•
•
•

Localization of Keywords
Localization of App Name
Localization of Screenshots
Localization of ...
Video Creation
• Video trailers to increase
downloads and conversions
for apps
• Video submissions on You
Tube and other t...
App Reviews
• App submission to various
app review websites
• Guaranteed coverage at
app review websites
• You tube video ...
Press Releases
• Press release writing
– Carefully designed press releases to create
awareness of your app amongst your ta...
Social Media Marketing
•
•
•
•

Social media marketing strategy
Social bookmarking
Blog posts
Social Media Platforms
–
–
–...
Advertising
• Advertisement through Ad
Networks
• Ad mediation
• Ad campaigns management
– Analysis of campaign
– Reports ...
Ads - Glossary
• CPM (Cost Per Mile)
– Price per 1000 views (paid by Advertiser)
• CPC (Cost Per Click)
– Price per Click ...
When we should introduce app Marketing
After App Launch

Post
Launch

Pre
Launch

Launch

On the time of
Launch

Before App
Launch
Pre Launch
•
•
•
•
•
•
•

Market Research
Target User Analysis
Competitive Analysis
USP Evaluation
Monetization Strategy
A...
Launch
•
•
•
•
•
•
•

App Localization
Video Creation
App Reviews by App Review Websites
Social Media Marketing initiation...
Post Launch
•
•
•
•
•
•
•
•

Social Media Marketing Execution
Social Media Marketing Optimization
SEO (Global and Local)
A...
Where should be the focus for better results
Where should be the focus for better
results
• Monetization
• App Localization

• Advertising
Monetization
Monetization
Monetization Tips
• Few Suggestions:
–
–
–
–
–

Play by number not by price
Higher price not always means higher revenue
H...
Revenue Distribution by Category

Source: Distimo
Freemium Proves its Worth

Source: App Annie
App Localization
Top 10 Countries by Mobile App Revenue

Source: Distimo
App Localization – Case Study by David Jenner
Before Localization

76% Traffic from English Speaking Counties
3000 Downloa...
Case Study – Out Comes
• Localizing the app helped increase downloads by 767%
• Localization Means:
– Localization of Keyw...
Advertising
Advertising
• House Ads
• Ad Network
• Ad Mediation
Monetization – House Ads
ABC Mobile App
Ad Agency
Showing Ads
on XYZ Apps
Request
Setting Ads in
his own App
XYZ Publisher...
House Ads
Requirements:
– You must have channels to Advertisers
– You must be having enough user base to attract
Advertise...
Ad Network
Advertiser

Showing
Ads on XYZ
Apps
ABC Ad Network

Advertiser

Report

Advertiser
XYZ Publisher

Show Ads
to U...
Ad Mediation
• Ad Mediation enables you to connect with multiple ad
networks through one simple integration
• You can cont...
End to End Mobile App Solution
“No matter what your idea is, we can
conceptualize and develop great apps for you
and also ...
Thanks
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
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Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing

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The webinar was hosted by AppN2O in collaboration with OpenXcell Technolabs. Mr. Jayneel Patel (CEO & MD of OpenXcell & AppN2O) was the panelist for the webinar & the webinar was hosted and presented by Mr. Vinod Sanadhya (Marketing Manager with OpenXcell & AppN2O).

The Webinar was focused on the 5 W's of App Marketing

Why App Marketing?
What we need to start app marketing?
How to do app marketing?
When we should introduce app marketing?
Where should be the focus for better results?

Published in: Marketing
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Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing

  1. 1. Introduction to OpenXcell & AppN2O • OpenXcell Technolabs is an ISO 9000:2008 certified company located in India and USA • We are a team of enthusiastic designers, Developers and managers exceeding the strength of 200 • We have strong hold in Mobile App Development, Game Development, Web Development, E-commerce Development and Enterprise Systems • AppN2O is subsidiary of OpenXcell and focused to provide app marketing solutions.
  2. 2. Objectives : 5 W’s of App Marketing • • • • • Why App Marketing What we need to start app marketing How to do app marketing When we should introduce app marketing Where should be the focus for better results
  3. 3. Why App Marketing
  4. 4. The Business Model Concept and Development of App Marketing Monetization Strategy Profit
  5. 5. 1 Million in Apple = 1 Million in Android
  6. 6. Market Growth in 2013 - Revenue Three Countries with Highest Market growth in 2013 compared to 2012 – South Korea, China and Japan Source: Distimo
  7. 7. Revenue distribution by Country and Platform in 2013 Source: Distimo
  8. 8. Brick Countries Emerge in 2013, While new market are poised to break out in 2014 Source: App Annie
  9. 9. App Store Superpowers Bric Emerging Powers Markets to Watch Japan Brazil Hong Kong South Korea China Indonesia United States India Mexico Russia Taiwan Thailand Source: App Annie
  10. 10. What we need to start app marketing
  11. 11. What we need to start app marketing • • • • • • • Build The Best App Focused Marketing Strategy Monetization Plan In-depth knowledge of App Store and SEO Target Geographical Territories Media Connections & App Experts Network Expertise in Buzz Marketing & Viral Promotion
  12. 12. Build The Best App • Build The Best APP • The Golden Rule • What Does “Best” Mean?  Offers users something of value  Offers users a streamlined, enjoyable experience
  13. 13. Focused Marketing Strategy • • • • • • Market Research Marketing Road Map Target Users Analysis User Behavior Analysis Competitive Analysis App USP Evaluation
  14. 14. Monetization Plan • Sales Plan – Free with in App Purchases – Paid App – Paid with in App Purchases • Sales Forecast • ROI Analysis
  15. 15. Apple App Store: Revenue share of the freemium business model Source: Distimo
  16. 16. Google Play: Revenue share of the freemium business model Source: Distimo
  17. 17. In-depth knowledge of App Stores • • • • • • • Target App Stores Specific Features Ranking on App Store Optimization Process Importance of App Reviews Manage Ratings User Reviews
  18. 18. Google Play surpassed iOS in App Downloads Source: App Annie
  19. 19. iOS is very ahead than Google Play in App Revenue Source: App Annie
  20. 20. Target Geographical Territories • Identification of territories • Reach to the maximum no. of users in a specific territory • Specific features for respective territory • Translation of app to local language • Expertise of app store localization
  21. 21. Media Connections & App Experts Network • Media Coverage for App • Connections with the right media platforms for mobile apps • Media Buying • Network with app review websites • Reach to mobile app bloggers
  22. 22. Expertise in Buzz Marketing & Viral Promotion • Buzz around the app • Viral promotion • Social Media Marketing Strategy • Videos of App • Network with advertising platforms • Knowledge of ad networks • Ad mediation
  23. 23. How to do app Marketing
  24. 24. How to do app Marketing • • • • • • • • App Store Optimization App Landing Page App Localization Video Creation App Reviews Press Release Social Media Marketing Advertising
  25. 25. App Store Optimization • Improve your App Name • Design an eye catching and appealing app icon • Keyword creation and optimization • Unique description • Screen shot creation & optimization
  26. 26. App Landing Page • Design and develop an effective app landing page (app website of 3-4 pages) • SEO through app landing page
  27. 27. App Localization • • • • • Localization of Keywords Localization of App Name Localization of Screenshots Localization of Description Localization of Language strings within the App • LSEO (Local Search Engine Optimization) through app localization
  28. 28. Video Creation • Video trailers to increase downloads and conversions for apps • Video submissions on You Tube and other top video sites • Quality video to improve SEO results
  29. 29. App Reviews • App submission to various app review websites • Guaranteed coverage at app review websites • You tube video for app reviews
  30. 30. Press Releases • Press release writing – Carefully designed press releases to create awareness of your app amongst your target audience – Optimization of press release to ensure that it is keyword heavy to improve its search engine visibility • Press release distribution – Press release distribution to leading PR agencies
  31. 31. Social Media Marketing • • • • Social media marketing strategy Social bookmarking Blog posts Social Media Platforms – – – – Google + Facebook Twitter Linkedin • Source Of Notifications & Submissions
  32. 32. Advertising • Advertisement through Ad Networks • Ad mediation • Ad campaigns management – Analysis of campaign – Reports of campaign
  33. 33. Ads - Glossary • CPM (Cost Per Mile) – Price per 1000 views (paid by Advertiser) • CPC (Cost Per Click) – Price per Click (paid by advertiser) • Fill Rate: – Number of Displayed Ads / Number of Views • CTR (Click Through Rate) – Number of Clicks / Number of Views
  34. 34. When we should introduce app Marketing
  35. 35. After App Launch Post Launch Pre Launch Launch On the time of Launch Before App Launch
  36. 36. Pre Launch • • • • • • • Market Research Target User Analysis Competitive Analysis USP Evaluation Monetization Strategy App Store Optimization App Landing Page
  37. 37. Launch • • • • • • • App Localization Video Creation App Reviews by App Review Websites Social Media Marketing initiation Social Media Marketing implementation Press Release App Launch
  38. 38. Post Launch • • • • • • • • Social Media Marketing Execution Social Media Marketing Optimization SEO (Global and Local) App Reviews by App Review Websites Press Release Advertising Campaigns Campaigns Monitoring & Optimization Reporting
  39. 39. Where should be the focus for better results
  40. 40. Where should be the focus for better results • Monetization • App Localization • Advertising
  41. 41. Monetization
  42. 42. Monetization
  43. 43. Monetization Tips • Few Suggestions: – – – – – Play by number not by price Higher price not always means higher revenue Higher price could be low User/Transaction 100K users with 1$ transaction is better than 10K users with 10$ Why? More Users = More Viral Effect = More Transactions • For Paid Apps – Always have a Free Version (Freemium) • For Ads – Always track your eCPM revenue
  44. 44. Revenue Distribution by Category Source: Distimo
  45. 45. Freemium Proves its Worth Source: App Annie
  46. 46. App Localization
  47. 47. Top 10 Countries by Mobile App Revenue Source: Distimo
  48. 48. App Localization – Case Study by David Jenner Before Localization 76% Traffic from English Speaking Counties 3000 Downloads After Localization 10% Traffic from English Speaking Counties 23000 Downloads
  49. 49. Case Study – Out Comes • Localizing the app helped increase downloads by 767% • Localization Means: – Localization of Keywords – Localization of App Name – Localization of Screenshots – Localization of Description – Localization of Language strings within the App • Please find the detail analysis of the research at http://makeappmag.com/iphone-app-localization-keywords/
  50. 50. Advertising
  51. 51. Advertising • House Ads • Ad Network • Ad Mediation
  52. 52. Monetization – House Ads ABC Mobile App Ad Agency Showing Ads on XYZ Apps Request Setting Ads in his own App XYZ Publisher Need to advertise any other app of his portfolio or upgrades for the current app Show Ads to Users
  53. 53. House Ads Requirements: – You must have channels to Advertisers – You must be having enough user base to attract Advertisers
  54. 54. Ad Network Advertiser Showing Ads on XYZ Apps ABC Ad Network Advertiser Report Advertiser XYZ Publisher Show Ads to Users
  55. 55. Ad Mediation • Ad Mediation enables you to connect with multiple ad networks through one simple integration • You can control your allocation or choice of network • By using multiple networks, you can assess which are performing best and optimize accordingly to maximize fill rates and increase your revenues
  56. 56. End to End Mobile App Solution “No matter what your idea is, we can conceptualize and develop great apps for you and also can help you to market the same and make money out of it.”
  57. 57. Thanks

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