COSMOBILETAN     99 Ways       to Get     Your App      Noticed       @parisafoster
Before...2008:IT WAS EASY WHEN THERE WERE ONLY 500 APPS IN THE APP STORE
Now2012:IT’S LIKE ONE GIANT FOREST. GOOD LUCK GETTING NOTICED.
Over 1.5 Million Active Apps                 Apple                                                                        ...
Over 1,700 New Apps Daily          900                                        832          675                            ...
How Do Users Discover New Apps?Image credit: Mads Boedker (Flickr)
How Users Discover New Apps                                         MAJORITY OF USERS DISCOVER                            ...
THERE ARE THREE MAINWAYS TO FIND APPS IN   1- SEARCHTHE APP STORES:
2- TOP CHARTS
3- FEATURES
Ranking Algorithm =+ TOTAL DOWNLOADS+ TRENDING DOWNLOADS+ UNINSTALLS+ ACTIVE USAGE+ RATINGS & REVIEWS+ KEYWORDS* (*for sea...
The Product Life Cycle                WHAT’S DIFFERENT ABOUT MOBILE?                              2                     NE...
BUILDING AN APP IS ONE THING,                                  BUT THE REAL CHALLENGE IS TOImage credit: macsurak (Flickr)...
Let’s Go!
#1Have a Plan!
Product
#2 Build a Great App   (DUH.)                                Image credit: Dunechaser (Flickr)
#3 Find aNicheSPECIALIZE IN A RARECATEGORY OR SERVE A NEGLECTED MARKET                       Image credit: bathintherain (...
#4 Pick a PlatformCentralize Users &Focus Efforts
#5 Design to Cater                                       RE-WORK THE DESIGN FOR                                       EACH...
Design to Cater   Unless That’s The Intention...
✓MAXIMIZE ACTIVE USAGE#6 KeepApp Updated   ✓MORE PR & FEATURE OPPS              ✓ACTS AS A REMINDER
Write an Intriguing#7 “What’s New”
#8 Build InHooks ForRepeatEngagement              Image credit: L. Marie (Flickr)
#9 PushNotificationsor Alerts
#10 Tell a Friend            Include a “Share            This” Feature            Inside the App            Share by Email...
#11 Encourage GiftingImage credit: asenat29 (Flickr)
#12 Buildin SocialFeatures LET THE APP DISCOVERITSELF AND HELP SPREAD    WORD-OF-MOUTH
#13 Make It Available WorldwideImage credit: Jaime Olmo (Flickr)
Featured#14 Incorporate NewTechnologies
#15 PromptHappy UsersFor ReviewsBUT DO IT THE RIGHT WAY!
Pissed OffReviews#16 Let Users KnowHow To Get In TouchWith You Directly
Cross-Promote Your#17 Own Apps
Cross-Promote Your#17 Own Apps    Cross-Promote With#18 Other Developers    Join a Free Cross-#19 Promotion Network
App StoreOptimization
#20 It’s All   AwesomeIn The           SWEET!NAME           Descriptive
App Name   Short vs. Very (Very) Longggg Name
#21 Publisher’s Name
#22 Keyword FieldImage credit: Derbeth (Flickr)
✓KEEP IT SIMPLE AND EXCITING#23 Write aSolid App     ✓AWARDS & SOCIAL PROOFDescription   ✓BULLET-POINT MAIN FEATURES
Description                   Think Top To Bottom:              Pay Attention To The First Lines
#24 Get An Analytics ProviderKeywords, Rankings, Features, Reviews, RepeatUsage, Downloads, In-App Purchases, etc.
#25 Don’t Cheat!
ASO#26 Designan EpicApp IconFIRST IMPRESSIONS MATTER
ASO#27 Update The IconWith Each Major NewApp Release
#28 Crowdsource Design
✓ BEST FOOT FORWARD#29Screenshots   ✓ USE THEM ALL              ✓ GET CREATIVE
#30 Promotional Artwork               TIO NA L”   N OT “ OP
Promo Graphics                    Android: “Featured” vs.                    “Promotional” GraphicsFEATURED GRAPHICS      ...
#31 Nominate App for FeatureImage credit: bigpresh (Flickr)
ASO#32 Carefully SelectThe App’s CategoryAPPLE RECOMMENDS FIRST CATEGORY FOR LISTING AND SECOND FOR SEARCH
#33 App SizeSize Matters:Network vs. Wi-FiOnly Download       Image credit: Brett Jordan (Flickr)
ProductLaunch
#34 Market Quickly                  FIRST TWO WEEKS OF AN APP’S                                     LIFE ARE THE MOST CRIT...
#35 Market App Before LaunchImage credit: miss pupik (Flickr)
#36 Pre-Launch Splash Page
#37 Rally Beta TestersImage credit: Kennisland (Flickr)
#38Send Complete Info
#39 App Discovery Platforms
#40 Launch Near the WeekendImage credit: dafnecholet (Flickr)
New sjack!Timing#41 Coincide LaunchWith a Major Event
Use WhatYou’ve Got
#42 Post-Launch Website
#43 App Merchandise
#44 App Video Trailer               It’s a convincing               way to bring the               app to life.           ...
Website#45 Prompt MobileUsers on Your Website
#46 SmartApp Banners
#47 Customer TouchpointsReceipts, Envelopes, Menus, Place Mats,Containers, Cereal Boxes, Packing Tape, ...
#48 EmailSEND TO EXISTING LISTSAND WEBSITE SIGN-UPSTip OPTIMIZE FOR MOBILE &    TARGET BY PLATFORM
#49 Your Email                                       SignatureImage credit: FutUndBeidl (Flickr)
#50 Change Your VoiceMail Message RecordingImage credit: salimfadhley (Flickr)
#51 Put Links EVERYWHEREHomepage,Header,Footer,Social Media,Blog,...
#52 Submitto AlternativeApp Stores
Mobile App#53 Directories    Social Bookmarking#54 Sites#55 Facebook Page
#56 Twitter    Niche Social#57 Networking Sites#58 Online Forums
SlideShare#59 Presentation#60 Write a Blog Post#61 Write a Guest Post
Show Off Your                                              Reviews#62 Submitto AppReview Sites EXTERNAL LINKS TO APPPAGE I...
#63 YouTube App Reviewers
Reviews#64 Always EncourageApp Reviews WhereverYou Can
#65    Influencer     StrategyImage credit: Garry Knight (Flickr)
#66 Celebrity Endorsements
#67 Target App Store EmployeesImage credit: deege@fermentarium.com
Partners
#68 Secure a Launch Sponsor                                    = WIN-WINImage credit: jurvestson (Flickr)
SOCIAL SDKs  #69  Integration                OPEN APIs  Matters       AD PROVIDERSS                GAME ENGINES           ...
Leverage Your#70 Developers / Agency    Obtain Preferred#71 Developer Status    Associate Your App#72 With a Charity
#73 CarrierPre-Installs
Advertising
#74 MobileAd Networks
#75 Social Ad Units  FACEBOOK MOBILE ADS   PROMOTED TWEETS
#76 SEM Went Mobile  CLICK-TO-DOWNLOAD AD   MOBILE APP AD EXTENSION      DOWNLOADS               ENGAGEMENT
#77 PrintAdvertising NEWSPAPERS, FLYERS,MAGAZINES, BROCHURES,   POSTCARDS, ETC.
#78 Outdoor Advertising
#79      QR     C DESNOT JUST FOR DOWNLOADING: SHARING AND REVIEWING APP
QR Codes       Be Creative. Think About Where                                  Your Customers Want Your App.              ...
#80 SMS Shortcode Campaign          TEXT         (KEYWORD)            TO        (SHORTCODE)
#81         **           StarStar                       **         X FCustom MobileMarketing NumbersThat Deliver MobileDir...
#82 TV Commercial      Make a TV Show#83
#82 TV Commercial#83 Make a TV Show#84 Product Placement
Pricing
#85 Offer a Test DriveImage credit: chaparral (Flickr)
#86 CutThe PriceTHE MAJORITY OF TOPAPPS HAVE CUT PRICES   AT LEAST ONCE                       Image credit: Craig Murphy (...
#87 Have a   App Day                (OR A FEW)    Buzz = $
PublicRelations
#88 Press Release        #89 Media Outreach        #90 Blogger OutreachImage credit: NS Newsflash (Flickr)
#91 Give Promo CodesImage credit: Gerard Girbes (Flickr)
#92 EnterContests            Image credit: Short and Longs / The Both And (Flickr)
#93 Have a Contest / Giveaway                 BEER                             ING DIRECT VIRAL VIDEO CONTEST  ING DIRECT ...
#94 Live DemoImage credit: christophercarfi (Flickr)
#95 Conference or Trade ShowImage credit: aforonda (Flickr)
#96 Hire a Street TeamImage credit: ShopWise (Facebook)
#97 Sponsor a Real World EventImage credi: familym (Flickr)
#98 Host aMobile AppLaunch Party
#99 Be LuckyImage credit: cygnus921 (Flickr)
DON’T FREAK OUT!                                        IT’S JUST MARKETING.Image credit: storyvillegirl (Flickr)
The Bottom Line                          2       1                   OPTIMIZE FOR THE                     APP STORESMAKE A...
It’s Over!      LEARN MORE.FIND OUT ABOUT THE BOOK.   www.parisafoster.com/book            @parisafoster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster
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Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster

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You’ve submitted your App to the App Store. Congratulations! Umm, no. Not yet. Long gone are the days where you could simply release an app and watch those download numbers climb. Now with over 1.5 million apps available across the different platforms and almost 2,000 new apps going live every day, getting your app noticed is no easy feat.

This conference, presented at Mobiz 2012 in Montreal, provided an overview of 99 different ways you can use to get your app noticed ranging from basic ASO (App Store Optimization) tactics to more outlandish marketing plays.

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Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster

  1. 1. COSMOBILETAN 99 Ways to Get Your App Noticed @parisafoster
  2. 2. Before...2008:IT WAS EASY WHEN THERE WERE ONLY 500 APPS IN THE APP STORE
  3. 3. Now2012:IT’S LIKE ONE GIANT FOREST. GOOD LUCK GETTING NOTICED.
  4. 4. Over 1.5 Million Active Apps Apple 700,000 Android 675,000 BlackBerry 105,000 Windows 100,000 0 175,000 350,000 525,000 700,000Source: http://148apps.biz/app-store-metrics/, http://www.theverge.com/2012/9/26/3409446/google-play-25-billion-downloads-sale, http://blog.laptopmag.com/rim-debuts-new-blackberry-app-world-105000-apps-music-movies-and-tv-shows,, http://www.forbes.com/sites/ewanspence/2012/06/05/windows-phone-reaches-the-100000-application-milestone/
  5. 5. Over 1,700 New Apps Daily 900 832 675 665 450 225 300 N/A 0 Apple Android BlackBerry WindowsSource: http://148apps.biz/app-store-metrics/, http://m.mobilenapps.com/articles/3809/20120821/ios-app-store-hit-1-million-year.htm, http://www.forbes.com/sites/ewanspence/2012/06/05/windows-phone-reaches-the-100000-application-milestone/
  6. 6. How Do Users Discover New Apps?Image credit: Mads Boedker (Flickr)
  7. 7. How Users Discover New Apps MAJORITY OF USERS DISCOVER Source: Nielsen, Q3 2011 Android iOS63% 63% 61% APPS IN THE APP STORE OR 53% THROUGH WORD OF MOUTH 21% 17% 17% 17% 13% 13% 9% 9% 10% 8% 6% 6% 5% 5% 5% 3% 3% 3% r tore iend Site edia are V Ad p Ad age age ail Tip theApp S r Fr Par ty M oftw T I n- Ap mep mep Em O ily o 3rd Sy nc S e Ho er Ho Fa m D evic C arri
  8. 8. THERE ARE THREE MAINWAYS TO FIND APPS IN 1- SEARCHTHE APP STORES:
  9. 9. 2- TOP CHARTS
  10. 10. 3- FEATURES
  11. 11. Ranking Algorithm =+ TOTAL DOWNLOADS+ TRENDING DOWNLOADS+ UNINSTALLS+ ACTIVE USAGE+ RATINGS & REVIEWS+ KEYWORDS* (*for search results only)
  12. 12. The Product Life Cycle WHAT’S DIFFERENT ABOUT MOBILE? 2 NEW CHANNEL: THE APP STORES 1 FIRST TWO WEEKS ARE CRITICALTHE PRODUCT CAN MARKET ITSELF 3 PRE-LAUNCH LAUNCH POST-LAUNCH
  13. 13. BUILDING AN APP IS ONE THING, BUT THE REAL CHALLENGE IS TOImage credit: macsurak (Flickr) NOT END UP LIKE THIS.
  14. 14. Let’s Go!
  15. 15. #1Have a Plan!
  16. 16. Product
  17. 17. #2 Build a Great App (DUH.) Image credit: Dunechaser (Flickr)
  18. 18. #3 Find aNicheSPECIALIZE IN A RARECATEGORY OR SERVE A NEGLECTED MARKET Image credit: bathintherain (Flickr)
  19. 19. #4 Pick a PlatformCentralize Users &Focus Efforts
  20. 20. #5 Design to Cater RE-WORK THE DESIGN FOR EACH SPECIFIC PLATFORMImage credit: Rhett Stuphin (Flickr)
  21. 21. Design to Cater Unless That’s The Intention...
  22. 22. ✓MAXIMIZE ACTIVE USAGE#6 KeepApp Updated ✓MORE PR & FEATURE OPPS ✓ACTS AS A REMINDER
  23. 23. Write an Intriguing#7 “What’s New”
  24. 24. #8 Build InHooks ForRepeatEngagement Image credit: L. Marie (Flickr)
  25. 25. #9 PushNotificationsor Alerts
  26. 26. #10 Tell a Friend Include a “Share This” Feature Inside the App Share by Email, SMS, Twitter, Facebook Customizable Message With Device Recognition
  27. 27. #11 Encourage GiftingImage credit: asenat29 (Flickr)
  28. 28. #12 Buildin SocialFeatures LET THE APP DISCOVERITSELF AND HELP SPREAD WORD-OF-MOUTH
  29. 29. #13 Make It Available WorldwideImage credit: Jaime Olmo (Flickr)
  30. 30. Featured#14 Incorporate NewTechnologies
  31. 31. #15 PromptHappy UsersFor ReviewsBUT DO IT THE RIGHT WAY!
  32. 32. Pissed OffReviews#16 Let Users KnowHow To Get In TouchWith You Directly
  33. 33. Cross-Promote Your#17 Own Apps
  34. 34. Cross-Promote Your#17 Own Apps Cross-Promote With#18 Other Developers Join a Free Cross-#19 Promotion Network
  35. 35. App StoreOptimization
  36. 36. #20 It’s All AwesomeIn The SWEET!NAME Descriptive
  37. 37. App Name Short vs. Very (Very) Longggg Name
  38. 38. #21 Publisher’s Name
  39. 39. #22 Keyword FieldImage credit: Derbeth (Flickr)
  40. 40. ✓KEEP IT SIMPLE AND EXCITING#23 Write aSolid App ✓AWARDS & SOCIAL PROOFDescription ✓BULLET-POINT MAIN FEATURES
  41. 41. Description Think Top To Bottom: Pay Attention To The First Lines
  42. 42. #24 Get An Analytics ProviderKeywords, Rankings, Features, Reviews, RepeatUsage, Downloads, In-App Purchases, etc.
  43. 43. #25 Don’t Cheat!
  44. 44. ASO#26 Designan EpicApp IconFIRST IMPRESSIONS MATTER
  45. 45. ASO#27 Update The IconWith Each Major NewApp Release
  46. 46. #28 Crowdsource Design
  47. 47. ✓ BEST FOOT FORWARD#29Screenshots ✓ USE THEM ALL ✓ GET CREATIVE
  48. 48. #30 Promotional Artwork TIO NA L” N OT “ OP
  49. 49. Promo Graphics Android: “Featured” vs. “Promotional” GraphicsFEATURED GRAPHICS PROMOTIONAL GRAPHICS
  50. 50. #31 Nominate App for FeatureImage credit: bigpresh (Flickr)
  51. 51. ASO#32 Carefully SelectThe App’s CategoryAPPLE RECOMMENDS FIRST CATEGORY FOR LISTING AND SECOND FOR SEARCH
  52. 52. #33 App SizeSize Matters:Network vs. Wi-FiOnly Download Image credit: Brett Jordan (Flickr)
  53. 53. ProductLaunch
  54. 54. #34 Market Quickly FIRST TWO WEEKS OF AN APP’S LIFE ARE THE MOST CRITICALImage credit: tpower1978 (Flickr)
  55. 55. #35 Market App Before LaunchImage credit: miss pupik (Flickr)
  56. 56. #36 Pre-Launch Splash Page
  57. 57. #37 Rally Beta TestersImage credit: Kennisland (Flickr)
  58. 58. #38Send Complete Info
  59. 59. #39 App Discovery Platforms
  60. 60. #40 Launch Near the WeekendImage credit: dafnecholet (Flickr)
  61. 61. New sjack!Timing#41 Coincide LaunchWith a Major Event
  62. 62. Use WhatYou’ve Got
  63. 63. #42 Post-Launch Website
  64. 64. #43 App Merchandise
  65. 65. #44 App Video Trailer It’s a convincing way to bring the app to life. Keep it Short, Polished and Visual Distribute Smartly
  66. 66. Website#45 Prompt MobileUsers on Your Website
  67. 67. #46 SmartApp Banners
  68. 68. #47 Customer TouchpointsReceipts, Envelopes, Menus, Place Mats,Containers, Cereal Boxes, Packing Tape, ...
  69. 69. #48 EmailSEND TO EXISTING LISTSAND WEBSITE SIGN-UPSTip OPTIMIZE FOR MOBILE & TARGET BY PLATFORM
  70. 70. #49 Your Email SignatureImage credit: FutUndBeidl (Flickr)
  71. 71. #50 Change Your VoiceMail Message RecordingImage credit: salimfadhley (Flickr)
  72. 72. #51 Put Links EVERYWHEREHomepage,Header,Footer,Social Media,Blog,...
  73. 73. #52 Submitto AlternativeApp Stores
  74. 74. Mobile App#53 Directories Social Bookmarking#54 Sites#55 Facebook Page
  75. 75. #56 Twitter Niche Social#57 Networking Sites#58 Online Forums
  76. 76. SlideShare#59 Presentation#60 Write a Blog Post#61 Write a Guest Post
  77. 77. Show Off Your Reviews#62 Submitto AppReview Sites EXTERNAL LINKS TO APPPAGE IMPROVE RANKINGS SOURCE: ORGANIZATION FOR APP TESTING STANDARDS
  78. 78. #63 YouTube App Reviewers
  79. 79. Reviews#64 Always EncourageApp Reviews WhereverYou Can
  80. 80. #65 Influencer StrategyImage credit: Garry Knight (Flickr)
  81. 81. #66 Celebrity Endorsements
  82. 82. #67 Target App Store EmployeesImage credit: deege@fermentarium.com
  83. 83. Partners
  84. 84. #68 Secure a Launch Sponsor = WIN-WINImage credit: jurvestson (Flickr)
  85. 85. SOCIAL SDKs #69 Integration OPEN APIs Matters AD PROVIDERSS GAME ENGINES E T C .
  86. 86. Leverage Your#70 Developers / Agency Obtain Preferred#71 Developer Status Associate Your App#72 With a Charity
  87. 87. #73 CarrierPre-Installs
  88. 88. Advertising
  89. 89. #74 MobileAd Networks
  90. 90. #75 Social Ad Units FACEBOOK MOBILE ADS PROMOTED TWEETS
  91. 91. #76 SEM Went Mobile CLICK-TO-DOWNLOAD AD MOBILE APP AD EXTENSION DOWNLOADS ENGAGEMENT
  92. 92. #77 PrintAdvertising NEWSPAPERS, FLYERS,MAGAZINES, BROCHURES, POSTCARDS, ETC.
  93. 93. #78 Outdoor Advertising
  94. 94. #79 QR C DESNOT JUST FOR DOWNLOADING: SHARING AND REVIEWING APP
  95. 95. QR Codes Be Creative. Think About Where Your Customers Want Your App. BEERImage credit: rethinkcanada.com
  96. 96. #80 SMS Shortcode Campaign TEXT (KEYWORD) TO (SHORTCODE)
  97. 97. #81 ** StarStar ** X FCustom MobileMarketing NumbersThat Deliver MobileDirect Response XFACTOR APP DOWNLOAD
  98. 98. #82 TV Commercial Make a TV Show#83
  99. 99. #82 TV Commercial#83 Make a TV Show#84 Product Placement
  100. 100. Pricing
  101. 101. #85 Offer a Test DriveImage credit: chaparral (Flickr)
  102. 102. #86 CutThe PriceTHE MAJORITY OF TOPAPPS HAVE CUT PRICES AT LEAST ONCE Image credit: Craig Murphy (Flickr)
  103. 103. #87 Have a App Day (OR A FEW) Buzz = $
  104. 104. PublicRelations
  105. 105. #88 Press Release #89 Media Outreach #90 Blogger OutreachImage credit: NS Newsflash (Flickr)
  106. 106. #91 Give Promo CodesImage credit: Gerard Girbes (Flickr)
  107. 107. #92 EnterContests Image credit: Short and Longs / The Both And (Flickr)
  108. 108. #93 Have a Contest / Giveaway BEER ING DIRECT VIRAL VIDEO CONTEST ING DIRECT PHOTO CONTEST
  109. 109. #94 Live DemoImage credit: christophercarfi (Flickr)
  110. 110. #95 Conference or Trade ShowImage credit: aforonda (Flickr)
  111. 111. #96 Hire a Street TeamImage credit: ShopWise (Facebook)
  112. 112. #97 Sponsor a Real World EventImage credi: familym (Flickr)
  113. 113. #98 Host aMobile AppLaunch Party
  114. 114. #99 Be LuckyImage credit: cygnus921 (Flickr)
  115. 115. DON’T FREAK OUT! IT’S JUST MARKETING.Image credit: storyvillegirl (Flickr)
  116. 116. The Bottom Line 2 1 OPTIMIZE FOR THE APP STORESMAKE A GREAT APP CONCENTRATE THAT MARKETS MARKETING AT THE ITSELF VERY BEGINNING 3 PRE-LAUNCH LAUNCH POST-LAUNCH
  117. 117. It’s Over! LEARN MORE.FIND OUT ABOUT THE BOOK. www.parisafoster.com/book @parisafoster

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