The App Marketing Playbook

2,214 views

Published on

AppsMarketing.mobi – A marketing firm that specializes in mobile app strategies, marketing execution for big brands and garage developers.

Published in: Business, Technology
1 Comment
5 Likes
Statistics
Notes
  • Recommend this Movie Tracker App to all PlayBook Fans!
    https://appworld.blackberry.com/webstore/content/90492/?os=562949953486848&model=PlayBook&carrier=1&region=222&userauth=true&lang=en
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
2,214
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
59
Comments
1
Likes
5
Embeds 0
No embeds

No notes for slide

The App Marketing Playbook

  1. 1. THE APPS MARKETING PLAYBOOK November, 2010
  2. 2. THE APP MARKETING PLAYBOOK 1. AppsMarketing.mobi Intro 2. The State of App Discovery Today 3. Mobile Apps – Why All The Fuss? 4. Big App Challenges 5. Real App Data 6. Apps that Succeed 7. 5 Tips to Rule The Mobile App Charts 8. Make Money Along The Way
  3. 3. APPSMARKETING.MOBI INTRO Harel Shattenstein A Professional blogger and founder of Talkingmobile.com, as well as an established journalist covering the telecom industry. His passion and knowledge of the mobile world is unmatched. Harel is currently on the AppsMarketing Advisory Board. Oren Todoros Oren's success stems from leveraging new media marketing tools and tactics by sparking interactions on the web's leading social sites. Oren has worked with a diverse group of clients. Whether it's video or blog posting, Oren keeps his finger on the pulse of the new media industry. AppsMarketing – A marketing firm that specializes in mobile app strategies and marketing for big brands and garage developers. Launched in Dec 09 – AppsMarketing has lead the marketing initiatives for apps such as The Official Bar Refaeli App - The Penguins of Madagascar – Megamind and many more…
  4. 4. OUR STORY Our passion for the mobile app industry mixed with new media marketing set the foundation for AppsMarketing.mobi WHAT WE DO 59.83% of mobile internet usage is spent on social networks. We bring your apps to life by sparking conversations where your audience participating by creating smart, tailor made marketing campaigns. Our strategies begin first and foremost with research and segmentation followed by understanding the competitive landscape within your app's category. Services include mobile ad campaign creation and management, PR tactics, cross app marketing as well as working directly with mobile development teams from the ground up. APPSMARKETING.MOBI INTRO
  5. 5. Our clients apps range from various categories, segments and demographics such as Storybooks, Social, Entertainment, Lifestyle and Games. CLIENTS SNAPSHOT Babller: Post status messages on Twitter, FaceBook and LinkedIn in many languages. Medley: A creative and entertaining new approach to the classic Anagram Word Puzzles. Bar Refaeli: Official App Exclusive videos from interviews and campaigns. The Soul Mate Within: Unleash the law of attraction, Attract your ideal soul mate. Megamind StoryBook: Featured New & Noteworthy Based on the DreamWorks Animated Movie. The Penguins of Madagascar: #1 Top iPad Book App. Packed with activities that entertains kids of all ages. APPSMARKETING.MOBI INTRO
  6. 6. APPS MARKETING AD NETWORK Combining the power of high quality mobile app content, with a top-tier ad network creates incredible value for mobile app advertisers. AppsMarketing Ads brings together the biggest app review sites and influencers, making it the premier network for promoting your app in front of the widest, most targeted mobile app audience online. AppsMarketing Ads are the shortest distance between your app and its users. APPS MARKETING - TOP APP REVIEW PARTNERS APPSMARKETING.MOBI INTRO
  7. 7. .VS WORLD OF PAID WORLD OF AWARENESS APP MARKETING STRATEGIES
  8. 8. Discovering apps today, is like drinking from a fire hose. In a sense, we’re right back to where the web was in the early 90’s Overload of apps - Too many app stores - Short amount of time WEB vs APP Discovery Webpages are discovered through Google search or a memorable URL address. The results you get back from Google take second-guessing as, in most cases, there is no information semantics describing a webpage or its relationship to other pages. On the contrary apps are published with semantic information as part of the submission process; genre, description, etc.. WEB - Good search but lack of discovery MOBILE - Good discovery but lack of search. THE STATE OF APP DISCOVERY
  9. 9. Moving forward apps are going beyond mobile. Not only to tablets but also to the web (Chrome Web Store), the desktop (Mac App Store) and the billions of connected devices out there from TVs to cars. What is an app really? It’s not just a bunch of code and a fancy UI. Apps are the new channel for delivering services and experiences in mobile devices, taking over from the old world of web pages, texting, ringtones, wallpapers, MMS, Mobile TV – and some would argue voice, too. Triggers: An industry in its infancy – Roughly 3-4 years since Android Launch The speed of innovation – app development time is short 300,000+ iPhone Apps – 100,000 Android Apps If you can do it on your PC you can do it on your phone User Perspective -Taking your content with you on the go Marketing Perspective - Reaching you on the go APPS – WHY ALL THE FUSS?
  10. 10. YOU AND I are not Oprah - Brand names are taking up very limited retail space. Apps have to have significantly high value to make an impact. No MARKETING mechanism on the Apple App Store. Monetization Free, Paid, Freemium, Ads??? Developers don’t know where to start. Marketers are still fixated on the web marketing tactics. THE BIG APP CHALLENGE
  11. 11. More games for iOS than 4 generations of game consoles. ROI Measurement is somewhat problematic. Requiring code to be implemented in the app. Will it be approved? Investing hundreds to a few thousand dollars on an app that may not be approved. "We will reject Apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it." MORE APP CHALLENGES
  12. 12. Total US Paid Apps: 18,623 Total US Free Apps: 35,089 Books category is as competitive as Games. Categories are broken down into sub-categories for level out the playing field. Games -Action -Adventure -Arcade -Board Games - Etc… TIP: If your app is not a GAME pick a better category. REAL APP STORE STATS
  13. 13. Your “GAME APP” isn’t really competing with 300,000 apps. In fact, the number is right around: 53k. There are roughly 18.6k Free apps in the US App Store There are roughly 35k Paid apps in the US App Store The Books category is as competitive as Games. TIP: Guessing how much your app should be sold for is not a strategy. Resource: http://www.mobclix.com REAL APP STORE STATS
  14. 14. Resource: http://www.mobclix.com Detailed app stats, segmented by categories http://www.appannie.com Insights into 297,899 apps by 68,836 companies across 90 countries http://www.appstorehq.com/ Library of great apps with a social flavor REAL APP STORE STATS
  15. 15. OWN YOUR SOCIAL PRESANCES LEVERAGE USER GENERATED CONTENT LOVE LETTERS – NOT PR PITCHES GOOGLE’S HOT SPOT IN APP CROSS PROMO APP STORE’S ADDED VALUE TIPS TO RULE THE APP CHARTS
  16. 16. 59.83% Social Networks Percent of Time Spent on Mobile Internet Usage by Category 70% of bloggers are organically talking about brands on their blogs. 38% of bloggers post brand or product reviews. Twitter and Facebook have almost the same male-female ratio; Twitter with 59% female users and Facebook with 57%. Think vertical. Your Mom, Dad, Sister, Brother probably have never and will never read app review blogs. YOUR AUDIENCE IS WAITING
  17. 17. OWN YOUR SOCIAL PRESANCE
  18. 18. SAY IT WITH IMAGES AND VIDEO
  19. 19. PATH APP TRAILER DONE RIGHT
  20. 20. Hundreds of Thousands of Views LEVERAGE USG
  21. 21. Hello, You don't know me, my name is Bruce and I am a Moose! I live in a new iPhone app called "Find Bruce" (because I like to hide and you should find me!). It's an iPhone game made for little kids! I know there are some other new "apps-for-kids", but I like to think that I'm special… LOVE LETTERS – NOT PR PITCHES
  22. 22. PR GOING BACK A STEP
  23. 23. GOOGLE’S HOT SPOT
  24. 24. "iShotgun Pro" is the full version of the successful and addictive skeet shooting game "iShotgun Lite" YOUR APP HERE IN APP CROSS PROMOTION
  25. 25. Halloween, Christmas, Valentine's Day, pretty much any holiday is perfect leverage for promoting your app. Try to schedule your apps release just in time with a major occasion, weather that be a holiday or other worldly event. This was especially true for soccer game apps around world cup time. Vuzvuzella app anyone!? KEEPING UP WITH THE TIMES
  26. 26. 1. Reviews are essential for any application’s success 2. Your apps title is also prime opportunity to grab a user’s attention. i.e.: Doodle Jump – BE WARNED: Insanely Addictive! 3. Screenshots, this is your time to shine! make sure you wow them with the most visually stunning screenshots your app has to offer. APP STORE’S ADDED VALUE
  27. 27. • Free apps need to reach critical mass to before they can convert with up-sell • Ad Based Apps are annoying, but not annoying enough. • Paying even a little money for an unknown app is something people don’t want to do. And by people, I mean me. In App Purchasing: A look at the top-grossing iPhone apps today finds 34 of the top 100 apps are free, but make their money through in-app purchases of mostly virtual currencies as well as other premium features. Remco van den Elzen, CEO of analytics firm Distimo, said he believes in-app purchases now represent about 30 percent of all iPhone App Store revenue. “We’re seeing more developers implement more in app- purchases especially with games,” he said. “Freemium Apps are also picking up significantly. A lot of developers realize it’s a successful model.” via One Third of Top-Grossing iPhone Apps Are Free: Tech News MONETIZING YOUR APP
  28. 28. KEY TAKEAWAYS Pricing: It’s always easier to go down than up Don’t expect people to simply find it. Say it with Images and Video Invest in Design Sell the need, not the features Feature: a prominent attribute or aspect of something. Need: a condition requiring relief. AppsMarketing.mobi E-mail: info@appsmarketing.mobi Phone: +972 52 759 6521 Skype: Oren.Todoros Twitter: @Apps_Mktg CONTACT US

×