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The App Marketing Playbook

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

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

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    The App Marketing Playbook The App Marketing Playbook Presentation Transcript

    • THE APPS MARKETING PLAYBOOK
      November, 2010
    • THE APP MARKETING PLAYBOOK
      AppsMarketing.mobi Intro
      The State of App Discovery Today
      Mobile Apps – Why All The Fuss?
      Big App Challenges
      Real App Data
      Apps that Succeed
      5 Tips to Rule The Mobile App Charts
      Make Money Along The Way
    • APPSMARKETING.MOBI INTRO
      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…
      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.
      HarelShattenstein
      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.
    • APPSMARKETING.MOBI INTRO
      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
      Our clients apps range from various categories, segments and demographics such as Storybooks, Social, Entertainment, Lifestyle and Games.
      CLIENTS SNAPSHOT
      Medley: A creative and entertaining new approach to the classic Anagram Word Puzzles.
      The Penguins of Madagascar:
      #1 Top iPad Book App. Packed with activities that entertains kids of all ages.
      Bar Refaeli: Official App
      Exclusive videos from interviews and campaigns.
      MegamindStoryBook:
      Featured New & NoteworthyBased on the DreamWorks
      Animated Movie.
      Babller: Post status messages on Twitter, FaceBook and LinkedIn in many languages. 
      The Soul Mate Within:
      Unleash the law of attraction,
      Attract your ideal soul mate.
    • APPSMARKETING.MOBI INTRO
      APPS MARKETING AD NETWORKCombining 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
    • APP MARKETING STRATEGIES
      .VS
      WORLD OF
      PAID
      WORLD OF AWARENESS
    • THE STATE OF APP DISCOVERY
      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
      Webpagesare discovered through Google search or amemorable 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.
    • APPS – WHY ALL THE FUSS?
      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
      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.
    • THE BIG APP CHALLENGE
      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.
    • MORE APP CHALLENGES
      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."
    • REAL APP STORE STATS
      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
      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
      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
    • TIPS TO RULE THE APP CHARTS
      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
    • YOUR AUDIENCE IS WAITING
      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.
    • OWN YOUR SOCIAL PRESANCE
    • SAY IT WITH IMAGES AND VIDEO
    • PATH APP TRAILER DONE RIGHT
    • LEVERAGE USG
      Hundreds of Thousands of Views
    • LOVE LETTERS – NOT PR PITCHES
      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…
    • PR GOING BACK A STEP
    • GOOGLE’S HOT SPOT
    • IN APP CROSS PROMOTION
      YOUR APP HERE
      "iShotgun Pro" is the full version of the successful and addictive skeet shooting game "iShotgunLite"
    • KEEPING UP WITH THE TIMES
      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!?
    • APP STORE’S ADDED VALUE
      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.
    • MONETIZING YOUR APP
      • 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 
    • CONTACT US
      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