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Marketing Mobile Apps                                   12/01/11                               11AM PST / 2PM EST         ...
TBD OverivewMobile Marketing Association                                 “TBD TITLE                               ” TBD DA...
PUT KEY LEARNING OBJECTIVES HERE    • LO 1    • LO 2    • LO 3    • ….Mobile Marketing Association                        ...
NAME                  Rachel Pasqua                  iCrossing                  rachel.pasqua@icrossing.com               ...
Don’t forget to Tweet about this session using                                            hashtag: #MMAWebMobile Marketing...
How do you stand out in a crowd?     Smartphone and tablet desktops are the most valuable real estate in the world.     Fo...
Most users go directly to the app store on their device to find apps so      achieving a high visibility within the app st...
The end goal for all brands that develop an app is engagement – an always-on      connection with a user and a permanent s...
A successful mobile app starts with a good idea – but making that idea a     reality is a complex process. Brands that und...
26% of app users are loyal customers – the ones that will use your app consistently     become and stay connected with you...
A well-planned and carefully curated combination of Bought, Earned and Owned     media create the downloads required for n...
Content strategy and media strategy in the pre-launch phase lay the        groundwork for a successful and highly visible ...
Pre-Launch:                       Content StrategyMobile Marketing Association                                            ...
Mobile Content Strategy utilizes Conversational Analysis, Market Research     and Usability Testing to inform ideation, va...
Pre-launch, conversational analysis using tools like Nielsen BuzzMetrics provides     detailed insights into consumer pref...
Market research utilizing primary research, internal data and subscription    research tools identifies and analyzes the o...
Usability testing of a functional beta with consumers that match an app’s     target audience enables us to fully validate...
Design and Develop: documentation  Proper documentation enables content owners to remain focused on the  established goals...
Design and Develop: documentation  Proper documentation enables content owners to remain focused on the  established goals...
Ideation       •Understand your audience       •Understand the competitive landscape       •Focus on the user first and th...
Pre-Launch:                         Media StrategyMobile Marketing Association                                            ...
Most searches for apps happen outside of traditional search channels like Google     and being visible in these areas is e...
Because you can’t buy what you can’t find. The ideal scenario is to appear on page 1 and no deeperthan page 2 of your app’...
So content owners face a catch-22.      To get downloads, you need high visibility. To get high visibility, you need      ...
There are no keyword tools designed to inform app store content   development – your best best is assessing the competitio...
App metadata is the essential, basic info that is findable when aKeep in mind that you can only change certain metadata wh...
Owned Media Strategy – app store real estate  Your app store landing page should be eye-catching and keyword rich with    ...
App store SERPs show 5 results per search above the fold on smartphones and10 on tablets – the process of digging deeper t...
App store SERPs show 5 results per search above the fold on smartphones and10 on tablets – the process of digging deeper t...
Bought Media Strategy: campaign planning     A substantial, well-planned media spend can generate the download necessary t...
Earned Media Strategy: planning influencer outreach     Connecting with influencers and engaging with users in social spac...
Post-Launch:                 Execution, Outreach &                     OptimizationMobile Marketing Association           ...
The key to success post-launch is to strike the right balance of    paid, earned and owned media for promotion of your app...
Bought media drives the initial downloads required for visibility while Earned and    Owned create an organic framework fo...
The primary goal for Bought Media (mobile display, search, sponsorships etc.) is to generate     enough downloads to creat...
Earned Media efforts focus on opportunities to generate awareness and increase likelihood of favorable media            me...
Owned Media activities focus on SEO , content development and other optimization of owned           media and spaces – e.g...
We placed display ads on app review sites as well as a video   review on a popular YouTube channel.   We also invested in ...
•     Various analytics tools may come into place throughout the course of the Content Strategy and               App Mark...
We paid for expedited placement in the ones we deemed most    valuable. This effort was key in driving traffic back to our...
We contacted high profile mobile app and gadget blogs with a promo code and a  polite request for a review on their Web si...
Any content that mentions an app favorably is an   opportunity to drive downloads – building links   to these sites is an ...
A retained team of iCrossing strategists, researchers and usability specialists work        with each client to craft a cu...
Here we posted about the new version, its features and the many   benefits of using Zynked, plus our ideas for the next re...
This turned every user into a brand ambassador and every tweet and    share into an endorsement for Zynked within their so...
Prior to launch, we tested Zynked not just for bugs but for validity.    We put beta builds in front of people we knew who...
• Do your keyword research: assess competitors and similar                    apps – don’t rely solely on brand keywords  ...
Assess your visibility inside the App                             Store/s            •Are your keywords on target?        ...
NAME                  Rachel Pasqua                  iCrossing                  rachel.pasqua@icrossing.com               ...
•   MMA Global Awards Nomination Deadline: Sept. 19        (http://awards.mmaglobal.com)    •   MMA Forum, Los Angeles - N...
Sponsor Logo                               ADDITIONAL RESOURCES • URL 1                                     • URL 4 • URL ...
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MMA webinar mobile app marketing

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  • I need to check stat for total number apps
  • Recently however, there are whispers that it’s not just all about downloads anymore – that how often your app gets used is factored into your rank as well.So you need to drive downloads and encourage repeat usage.
  • Successful mobile app marketing is mapped back to strategic content development informed by community activation, and active listening. Optimizing content to user’s preferences and listening to what your community has to say is the first step in the app marketing process.
  • For content owners, achieving visibility within app store listings and key social spaces is essential to downloads and engagements.
  • App Store SERPs show 5 results per search above the fold on smartphones and 12 on tablets. The process of digging deeper than the first page is very cumbersome, increasing users’ reliance on first-page results.
  • An app should have a dedicated, search-optimized page on the brand Web site that illustrates benefits and links directly to the download page in iTunes – these awareness elements create rich SEO content.
  • An app should have a dedicated, search-optimized page on the brand Web site that illustrates benefits and links directly to the download page in iTunes – these awareness elements create rich SEO content.
  • Apple has trialed other weighting factors, but so far the 3-day rule seems to hold.Key Learning – 3 days of media spend can drive your AppStore ranking in a measurable way
  • Tweeting regularly about an app, or, if appropriate, creating a unique Twitter identity for an app, generates general awareness and facilitates spreading the word.40% of tweets come from a mobile device – these users are 1 click away from a download. For Zynked, we created a unique Twitter identity but tweeting from your brand account can be just as effective.
  • Transcript of "MMA webinar mobile app marketing"

    1. 1. Marketing Mobile Apps 12/01/11 11AM PST / 2PM EST MMA EDUCATIONAL SERIES Sponsored by: Sponsor LogoMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    2. 2. TBD OverivewMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    3. 3. PUT KEY LEARNING OBJECTIVES HERE • LO 1 • LO 2 • LO 3 • ….Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    4. 4. NAME Rachel Pasqua iCrossing rachel.pasqua@icrossing.com @rachelpasqua Rachelpasqua Moderator Michael Becker Managing Director, North America Marketing Association michael.becker@mmaglobal.comMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    5. 5. Don’t forget to Tweet about this session using hashtag: #MMAWebMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    6. 6. How do you stand out in a crowd? Smartphone and tablet desktops are the most valuable real estate in the world. For content owners, staking a claim on the 1st or 2nd page of a consumers mobile device – their “Personal Real Estate” is essential. But it’s an increasingly crowded marketplace and standing out is a challenge. 450,000 iOS apps and over 10 billion daily downloadsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    7. 7. Most users go directly to the app store on their device to find apps so achieving a high visibility within the app stores is essential. Rank within app store categories, for keyword searches and for specific spotlight areas – e.g. What’s Hot – are based almost entirely on rank. Rank = + + + Today’s Yesterday’s Downloads from Recent Downloads Downloads 2 days ago Usage/Engagement This creates a catch-22 for content owners – to get downloads, you need a high rank but to get a high rank, you need downloads.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    8. 8. The end goal for all brands that develop an app is engagement – an always-on connection with a user and a permanent spot on their mobile desktop. Most brands fail in this regard – the average app is used a handful of times before being deleted. Less than 10% of apps see repeat usage 6 weeks after download. Retained mobile app users per month – Android and iOS Stats courtesy of Flurry, February 2010 50% 45% 40% 35% iOS 30% Android 25% 20% 15% 10% 5% 0% Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    9. 9. A successful mobile app starts with a good idea – but making that idea a reality is a complex process. Brands that understand the app development lifecycle have a greater chance of achieving their goals by generating downloads AND engagement Usability Testing Content Strategy Implementation of findings Bought Media Validation Dev & QA Beta Test Design & Planning Develop Ideation Earned Media Owned Media Pre-launch Content and Media Strategy Post-launch Media Execution Active ListeningMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    10. 10. 26% of app users are loyal customers – the ones that will use your app consistently become and stay connected with your brand. Content and media Strategyfocuses on identifying, understanding and communicating with these customers and using their insight to inform app development and marketing. Usability Market testing iCrossing utilizes active listening, market research and targeted user testing to develop and validate a Research content strategy for mobile apps. Active Listening Monitoring conversations in key social spaces about a brand/app.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    11. 11. A well-planned and carefully curated combination of Bought, Earned and Owned media create the downloads required for natural visibility and create a consistent level of awareness that captures new users. Earned Media Bought Media Blogs, Directories, email, Targeted mobile PR and other earned advertising campaigns channels promote generate the high-volume iCrossing utilizes active listening, market research downloads required to awareness and brand and targeted user testing to develop and validate a achieve rank. advocacy. content strategy for mobile apps. .com Owned Media Brand Web site, branded content and social spaces support natural search visibility and awareness.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    12. 12. Content strategy and media strategy in the pre-launch phase lay the groundwork for a successful and highly visible app. Tactical execution of Bought, Earned and Owned media post launch work in harmony to drive download and engagements. MONTH 1 2 3 4 5 6 … Usability testing Market Research Ongoing content strategy Content Strategy Promotional campaign and content Promotional campaign execution and planning & development content seeding Paid media planning LAUNCH Ongoing campaign Bought execution, management and reporting Ad asset concepting & creative App store Post-launch SEO Keywords and metadata and (link building & optimization) SEO Planning copy Owned Owned Media Recommendations Engagement in Social Spaces (Web site, social spaces) Outreach planning Earned Influencer & Directory Outreach Optimization of PR, Email etc. Active ListeningMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    13. 13. Pre-Launch: Content StrategyMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    14. 14. Mobile Content Strategy utilizes Conversational Analysis, Market Research and Usability Testing to inform ideation, validation and, ultimately, final development of a successful mobile application. Conversational Market Usability Testing Analysis Research - Competitor insights - Competitor insights - Competitor insights - Consumer Insights - Consumer Insights - Consumer Insights - Market trends - Market trends - Market trends Ideation Validation The Mobile App Creative brief, a document that results from this process defines the criteria essential to the success of your app – i.e..: • Target audience • Revision or removal of content/functionality • Target platforms from an existing app • Content and functionality • Addition of new content/functionality to an • End user experience existing app • KPIsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    15. 15. Pre-launch, conversational analysis using tools like Nielsen BuzzMetrics provides detailed insights into consumer preferences that guide content strategy. Post-launch, continued monitoring shows high-level trends in terms of mentions & tonality that guide ongoing awareness and actions measurement. Prelaunch analysis Post-launch monitoring Evaluative Diagnostic Amount of conversation Dictate marketing, outreac •Awareness and h, and promotion reach LAUNCH Tonality of conversation Manage the communication of •Success of the the value value proposition proposition Topics of conversation •Important and Specific input on unimportant improvement, refi elements nements and alterationsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    16. 16. Market research utilizing primary research, internal data and subscription research tools identifies and analyzes the organizational goals, target demographics and industry influences that shape app content and features and establish KPIs. Environment Audience • Target Demographics • Marketplace Dynamics • Competitive Situation Audience • Inspirational Brands Environment The strategic imperative for a client’s app marketing program is Organization found at the Organization intersection of • Stakeholder goals • Content availability Environment, Aud ience and Organization.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    17. 17. Usability testing of a functional beta with consumers that match an app’s target audience enables us to fully validate the content and functionality, answering key questions like: • Is the application intuitive and easy to use? • Is the content resonating in the desired way with the target demographics? • Are there additional features or additional content that users want/need? • How can the overall user experience be enhanced and improved? 1 1 TEST 2 MATCH 3 EXPLORE 4 REFINE Invite Participation Identify Assess Modify Invite audience Determine expectations Explore extent to which Make changes based on members for testing at for app content and audience members are audience feedback a logical point in the functionality based on able to easily design process brand and desired accomplish tasks and feature set site meets brand expectationsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    18. 18. Design and Develop: documentation Proper documentation enables content owners to remain focused on the established goals as they move through the design and development phases. Business Documents Requirements - The user experience - WHO the intended - The content approach audience is -Tools, functions and -WHAT the app is features supposed to do -HOW success will be defined and measueredMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    19. 19. Design and Develop: documentation Proper documentation enables content owners to remain focused on the established goals as they move through the design and development phases. Business Requirements Functional Creative Brief What are the desired Requirements Who is the audience results How will the app What does the app do How success will be work defined and measured Mobile Application DocumentationMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    20. 20. Ideation •Understand your audience •Understand the competitive landscape •Focus on the user first and the brand second Validation •Make sure there is a market for your idea •Vet a beta with your target audience and apply their feedback to iterative development and improvements Design and Develop •Document your goals and your processMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    21. 21. Pre-Launch: Media StrategyMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    22. 22. Most searches for apps happen outside of traditional search channels like Google and being visible in these areas is essential to generating downloads. A successful app marketing media strategy focuses on the areas proven to be key channels in reaching the right potential users. How do you discover the apps you download – choose all that apply (% of respondents) 80% 70% iOS 60% Android 50% 40% 30% 20% 10% 0% Browsing Searching for Word of Seeing ads News articles A brand I Other through top a specific type mouth while using or blogs know app store of app other apps introduces an rankings app to meMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    23. 23. Because you can’t buy what you can’t find. The ideal scenario is to appear on page 1 and no deeperthan page 2 of your app’s key categories as well as withinthe top 2 pages of results when someone search for your keywordsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    24. 24. So content owners face a catch-22. To get downloads, you need high visibility. To get high visibility, you need downloads. To achieve this, you have two options: Over 80,000 sold! • Strike a deal directly with •Make great apps Apple to be featured in iTunes •Make them findable and/or advertising campaigns. •Sell a lot of them •Keep users coming backMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    25. 25. There are no keyword tools designed to inform app store content development – your best best is assessing the competition. Similar apps the achieve a 1st or 2nd page result will help feed your keyword strategy. App store SERPs show 5 results per search above the fold on smartphones and 10 on tablets – the process of digging deeper than the first page is cumbersome and increases reliance of 1st page resultsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    26. 26. App metadata is the essential, basic info that is findable when aKeep in mind that you can only change certain metadata when you submit a new build – but you can’t submit a new build just to change the metadata.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    27. 27. Owned Media Strategy – app store real estate Your app store landing page should be eye-catching and keyword rich with descriptive content and visuals.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    28. 28. App store SERPs show 5 results per search above the fold on smartphones and10 on tablets – the process of digging deeper than the first page is cumbersome and increases reliance of 1st page resultsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    29. 29. App store SERPs show 5 results per search above the fold on smartphones and10 on tablets – the process of digging deeper than the first page is cumbersome and increases reliance of 1st page resultsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    30. 30. Bought Media Strategy: campaign planning A substantial, well-planned media spend can generate the download necessary to achieve high visibility. It cannot, however, generate post download engagement. Moreover, the effect last only as long as a brand continues to spend.App store SERPs show 5 results per search above the fold on smartphones and10 on tablets – the process of digging deeper than the first page is cumbersome and increases reliance of 1st page resultsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    31. 31. Earned Media Strategy: planning influencer outreach Connecting with influencers and engaging with users in social spaces introduces the app to new audiences and keeps the app top of mind, encouraging repeat usage.App store SERPs show 5 results per search above the fold on smartphones and10 on tablets – the process of digging deeper than the first page is cumbersome and increases reliance of 1st page resultsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    32. 32. Post-Launch: Execution, Outreach & OptimizationMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    33. 33. The key to success post-launch is to strike the right balance of paid, earned and owned media for promotion of your app. Owned Optimization of content supporting the app to increase awareness Bought Earned Targeted Influencer advertising that outreach that introduces your spread the word in app to the widest key spaces possible audienceMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    34. 34. Bought media drives the initial downloads required for visibility while Earned and Owned create an organic framework for long term awareness and engagement. As the organic Earned and Owned tactics ramp up, Bought efforts can be scaled down to a maintenance level. Typical 12 week post-launch promotional program LAUNCH 1 2 3 4 5 6 7 8 9 10 11 12 ….. Bought Bought Bought Bought Earned & Earned & Owned Earned & Earned & Owned Owned Owned Conversational monitoring and analysis DashboardsMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    35. 35. The primary goal for Bought Media (mobile display, search, sponsorships etc.) is to generate enough downloads to create high rank and natural search visibility for the app within its target categories and featured app store lists as well as for all relevant keywords. Once a high rank and search visibility are achieved, Bought efforts can be scaled down as Earned and Owned tactics are ramped up to support consistent awareness, downloads and engagement. Multiplier Effect of Bought Media Lots of Download s Easy High Discovery App Store For Users RankMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    36. 36. Earned Media efforts focus on opportunities to generate awareness and increase likelihood of favorable media mentions, social sharing, downloads and positive word of mouth around an app. Activities include influencer outreach to key app directories and blogs as well as to niche bloggers in an app’s vertical space (e.g. news blogs, travel blogs), email marketing campaigns and various other PR efforts. Recommendations are delivered in the Earned and Owned Media document.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    37. 37. Owned Media activities focus on SEO , content development and other optimization of owned media and spaces – e.g. .com Web site, Twitter and Facebook accounts and other digital and offline assets. Recommendations are delivered pre-launch in the App Store Metadata Worksheet and the Earned and Owned Media document.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    38. 38. We placed display ads on app review sites as well as a video review on a popular YouTube channel. We also invested in incentivized downloads where for a small fee, plus the cost of the app, we were guaranteed a certain amount of downloads and reviews in iTunes.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    39. 39. • Various analytics tools may come into place throughout the course of the Content Strategy and App Marketing Engagements depending on the activities involved including, but not limited to, Google Analytics, Omniture, I2A, DART, Sharp Analytics, etc. • Overall cumulative success of the initiatives, however, is measure in app store rank and visibility through out the three month period post-launch. • Categorical rank and keyword visibility are tracked on a daily basis with trends mapped to the Bought, Earned and Owned initiatives executed. • Reports are issued at the one and two month marks post- launch with the final Summary report outlining ongoing recommendations based on campaign learnings. Launch Monthly Final • Rank tracking Analysis Recommendat and analysis Summaries ions start when the • Review of media • Recommendation app goes lives mentions and s for ongoing directory listings bought, earned • Review of daily and owned efforts Applicatio First app store rank based on app Second Report performance Summary n Launch Report across categories and keywords Report “TBD TITLEMobile Marketing Association ” TBD DATE - Sponsored by SPONSOR NAME
    40. 40. We paid for expedited placement in the ones we deemed most valuable. This effort was key in driving traffic back to our owned space (landing page) in the App Store.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    41. 41. We contacted high profile mobile app and gadget blogs with a promo code and a polite request for a review on their Web site and in iTunes. Premium app developers should always include a promo code that enables the reviewer to obtain a free copy. Apple provides you with 50 promo codes for this purpose with submission of a new app or an update.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    42. 42. Any content that mentions an app favorably is an opportunity to drive downloads – building links to these sites is an important part of app marketing strategy (mentions should always include the iTunes direct download link).Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    43. 43. A retained team of iCrossing strategists, researchers and usability specialists work with each client to craft a custom program for their mobile application. Pre-launch Post-launch Marketing Plan Content Strategy App Marketing 8-12 weeks Dev. 12 weeks Market research 2 weeks Owned media planning • Directory submission • Competitive analysis • Keyword research • Link acquisition • Industry insights • Metadata and copy • Stakeholder insights • Copy optimization Paid media planning • Influencer outreach Usability Testing • One-on-one user testing • Media placement plan and • Paid media management • Focus group testing budget • Audience management Earned Planning • Promotional campaign Promotional content • Target blogs execution • Campaign planning • Target directories • Optimization of PR, email • Content seeding • Content development and social spaces copy Optimization Ongoing monitoring of conversations in key social spaces to improve app content and experience.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    44. 44. Here we posted about the new version, its features and the many benefits of using Zynked, plus our ideas for the next release. For brands with an existing Facebook Page a custom tab is also a great idea. Dedicated Facebook pages and/or tabs enable app developers to generate awareness and keep fans up to date on new features and content.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    45. 45. This turned every user into a brand ambassador and every tweet and share into an endorsement for Zynked within their social graph.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    46. 46. Prior to launch, we tested Zynked not just for bugs but for validity. We put beta builds in front of people we knew who matched our target demographics and we asked them: •Would you buy this app? •What would you change? •What would you add? We responded to every Facebook post and tweet. We took every review seriously. And we applied what we learned to making a better app.Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    47. 47. • Do your keyword research: assess competitors and similar apps – don’t rely solely on brand keywords Pre-launch • Use that research to build keyword rich app store metadata • Create a list of target blogs and app directories • Create a dedicated Web page or separate site for your app • Plan and budget your paid media • Plan your Twitter strategy • Plan your Facebook strategy • Test a beta with your target audience – and be ready to make some adjustments based on their feedback • Integrate sharing tools into the interface of your app Post-launch • Submit to app directories • Reach out to influential bloggers and request reviews • Use Google alerts to keep track of every mention of your app • Request back links from every place your app is favorably mentioned • Tweet, blog and post to Facebook • Engage your users and respond to their feedback • Apply what you learn to future iterations of your appMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    48. 48. Assess your visibility inside the App Store/s •Are your keywords on target? •Have you created engaging and keyword-rich App Store Assess your visibility outside the App content? Store/s •Is your app listed in the popular directories? •Has it been reviewed by top app sites and niche blogs in your vertical? •Have you created branded web content to promote it? •Do you know where your app is being mentioned? Connect your social spaces to maximize awareness? •Are you using with your customers •Conduct usability testing to validate your content •Engage your customers in social spaces •Listen to what they have to say •Enable them to evangelize your product throughout their social graph •…and connect with influencers who can spread the wordMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    49. 49. NAME Rachel Pasqua iCrossing rachel.pasqua@icrossing.com @rachelpasqua Rachelpasqua Moderator Michael Becker Managing Director, North America Marketing Association michael.becker@mmaglobal.comMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    50. 50. • MMA Global Awards Nomination Deadline: Sept. 19 (http://awards.mmaglobal.com) • MMA Forum, Los Angeles - November 16/17 • See http://forum.mmaglobal.com • MMA Canada Road Show - Oct 24-27 • See http://mmacanadaroadshowoct11.eventbrite.com • MMA Global Awards Dinner, Nov. 17 Planning for 2012, contact Michael Becker at northamerica@mmagobal.com and get involvedMobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
    51. 51. Sponsor Logo ADDITIONAL RESOURCES • URL 1 • URL 4 • URL 2 • URL 5 • URL 3 • URL 6Mobile Marketing Association “TBD TITLE ” TBD DATE - Sponsored by SPONSOR NAME
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