Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

App marketing, PR and business model

14,036 views

Published on

This is an extract form a confidential report for www.CSIRCorp.com on App marketing, PR and business model (with permission to share). This document also presents ASO (app store optimization), App events directories and App legal, success and failure essentials.

Published in: Mobile
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

App marketing, PR and business model

  1. 1. Optimisez vos stratégies web |Double-check your web strategies App marketing, PR, best practices and business model (extract from a confidential report for www.csircorp.com ) Michelle Blanc, M.Sc. commerce électronique
  2. 2. © Tous droits réservés – Analyweb Inc. 2008 table of contents App key path of success App (and/or) Mobile Web Pre-Launch mkt & PR Press release Media Events App stores and ASO Naming the app App Icon & USP 2
  3. 3. © Tous droits réservés – Analyweb Inc. 2008 table of contents App best practices, strategies, tools Business model insights App revenus Legal, success and failure essentials 3
  4. 4. © Tous droits réservés – Analyweb Inc. 2008 App (and/or) Mobile Web 4
  5. 5. © Tous droits réservés – Analyweb Inc. 2008 5 Source:https://blog.kissmetrics.com/5-myths-about-aso/
  6. 6. © Tous droits réservés – Analyweb Inc. 2008 6 Source:http://avc.com/2015/09/mobile-web-is-top-of-funnel-mobile-app-is-bottom-of-funnel/
  7. 7. © Tous droits réservés – Analyweb Inc. 2008 7 Source:http://avc.com/2015/09/mobile-web-is-top-of-funnel-mobile-app-is-bottom-of-funnel/
  8. 8. © Tous droits réservés – Analyweb Inc. 2008 Mobile web vs. app traffic for top 50 mobile properties 8 Source:http://venturebeat.com/2015/09/25/wait-what-mobile-browser-traffic-is-2x-bigger-than-app-traffic-and-growing- faster/
  9. 9. © Tous droits réservés – Analyweb Inc. 2008 9 Source:http://qz.com/253618/most-smartphone-users-download-zero-apps-per- month/#int/words=dinner_supper&smoothing=3
  10. 10. © Tous droits réservés – Analyweb Inc. 2008 10 Source:http://www.mdgadvertising.com/blog/wp-content/uploads/2013/06/should-you-build-a-mobile-app-or-mobile- website.png
  11. 11. © Tous droits réservés – Analyweb Inc. 2008 11 Source:https://blog.kissmetrics.com/surprising-mobile-ecommerce/
  12. 12. © Tous droits réservés – Analyweb Inc. 2008 Morgan Stanley says that mobile browser audiences are two times larger than app audiences across the top 50 mobile properties and have grown at a slightly faster rate over the past three years. 12 Source:http://www.wired.com/2016/04/wait-web-isnt-really-dead-google-made-sure/
  13. 13. © Tous droits réservés – Analyweb Inc. 2008 Hybrid HTML5 Gains Momentum While some developers will always prefer native mobile apps, hybrid HTML5 application development will continue to gain momentum in the enterprise and with consumer apps, said Fima Katz, CEO and founder of Appery, makers of the Appery.io mobile application development platform. "Hybrid HTML5 will become the most obvious choice for most enterprise use cases in 2016," he predicted. 13 Source:http://www.enterpriseappstoday.com/management-software/10-mobile-app-trends-for-2016.html
  14. 14. © Tous droits réservés – Analyweb Inc. 2008 The language of apps 14 Source:http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/
  15. 15. © Tous droits réservés – Analyweb Inc. 2008 Pre-Launch mkt & PR 15
  16. 16. © Tous droits réservés – Analyweb Inc. 2008 The 7 Keys to an Effective Pre- Launch Mobile App Marketing Strategy Start marketing your app long before its launch date. Engage potential customers, users, and other interested people early and often. Do not underestimate the importance of email in engaging “normal” users. Get early customer input on key features; let users stake a claim in the creation of the app. 16 Source:http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch
  17. 17. © Tous droits réservés – Analyweb Inc. 2008 Publish sneak peaks to generate excitement around your app. Use beta testers and influencers to help with word-of-mouth marketing. Get your press kit and launch materials in order before you submit your app for review. 17 The 7 Keys to an Effective Pre- Launch Mobile App Marketing Strategy Source:http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch
  18. 18. © Tous droits réservés – Analyweb Inc. 2008 Mobile App PR Tips Target early adopters Craft story angles for key audiences Build a strong online presence Consider App Store optimization 18 Source:http://www.walkersands.com/How-Mobile-App-Pr-Leads-To-A-Successful-Launch
  19. 19. © Tous droits réservés – Analyweb Inc. 2008 Creative Ways to Promote Your App Build a microsite, then a teaser website, then add a blog Share content with Facebook, Twitter, G+, linkedIn Create a product video  Get press (Write personnally to journalists) Pitch to app review websites ( 148apps, AppStoreApps and AppAdvice ) 19 Source:https://www.entrepreneur.com/article/229305
  20. 20. © Tous droits réservés – Analyweb Inc. 2008 Creative Ways to Promote Your App Contact bloggers who would care  Apply for awards (Kiip Build Fund or The Mobileys) Always be collecting emails Create a six-second how-to series (The hashtag #howto is one of the top trending tags on Vine.) Make good use of App Store Optimization 20 Source:https://www.entrepreneur.com/article/229305
  21. 21. © Tous droits réservés – Analyweb Inc. 2008 Integrate social within the app Implementing smart apps banner (ref: https://david-smith.org/blog/2012/09/20/implementing-smart-app- banners/ ) 21 Creative Ways to Promote Your App Source:https://www.entrepreneur.com/article/229305andhttps://david-smith.org/blog/2012/09/20/implementing-smart- app-banners/
  22. 22. © Tous droits réservés – Analyweb Inc. 2008 22 Source:http://www.outbrain.com/blog/7-detailed-steps-for-marketing-your-mobile-app-launch-with-content
  23. 23. © Tous droits réservés – Analyweb Inc. 2008 How to Write a Press Release For Your App 23 Source:http://www.apptamin.com/blog/write-press-release-app-launch/
  24. 24. © Tous droits réservés – Analyweb Inc. 2008 A. App Icon and app name / Company B. Subject line C. Summary line D. Introduction E. Screenshots F. Description 24 How to Write a Press Release For Your App
  25. 25. © Tous droits réservés – Analyweb Inc. 2008 How to Write a Press Release For Your App G. Pricing, availability and coming up H. Website URL and info I. About your company J. End of the press release K. Media contact information 25
  26. 26. © Tous droits réservés – Analyweb Inc. 2008 APP REVIEW SITES FOR MOBILE INDIE DEVS! https://www.sellmyapp.com/how-to- create-an-app/list2.php#  The Holy Grail List of App Review Sites (100+ and Counting) http://www.appbattleground.com/2013/10/26 /best-app-review-sites/ 26 Media to focus on
  27. 27. © Tous droits réservés – Analyweb Inc. 2008 Events Lists  AppBatleground app review sites Spreadsheet  https://docs.google.com/spreadsheets/d/1eBqBSTl_R0kpFMzYmwT54ZQYGvEHEoGTPzSuO69iUWQ/edit  Top Mobile App Conferences and Events To Go To In 2017  http://www.businessofapps.com/top-mobile-app-conferences-events-2017/?utm_source=Business+of+Apps&utm_campaign=c411acd197-BOA+Newsletter+- +12th+January&utm_medium=email&utm_term=0_1857f86fb4-c411acd197-202535433  CIO guide to top tech conferences  http://www.cio.com/article/2976667/it-skills-training/your-guide-to-top-tech-conferences.html  2017 TECH CONFERENCES: THE #1 TECH EVENTS GUIDE  http://blog.bizzabo.com/technology-events  What are the major technology events in a given year?  https://www.quora.com/What-are-the-major-technology-events-in-a-given-year  TechMeme http://www.techmeme.com/events 27
  28. 28. © Tous droits réservés – Analyweb Inc. 2008 Crunchbase Major database including companies, people, investors, funding rounds, acquisitions and events relating to tech, VC and start-up industries. A must see and have https://www.crunchbase.com/#/home/index $348/yr/user 28
  29. 29. © Tous droits réservés – Analyweb Inc. 2008 App stores and ASO 29
  30. 30. © Tous droits réservés – Analyweb Inc. 2008 The best performing app store 30 Source:https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf
  31. 31. © Tous droits réservés – Analyweb Inc. 2008 31 The most lucrative app store (for now) Source:https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf
  32. 32. © Tous droits réservés – Analyweb Inc. 2008 32 Source:http://www.apptamin.com/blog/ios-6-app-store-optimization/
  33. 33. © Tous droits réservés – Analyweb Inc. 2008 What are the mechanics of ASO (App Store Optimization)? Main Factors Title Keywords Secondary Factors Total # of Download Ratings and Reviews 33 Source:https://blog.kissmetrics.com/app-store-optimization/
  34. 34. © Tous droits réservés – Analyweb Inc. 2008 The App Store Factors Users Really Care About 34 Source:https://www.tune.com/blog/mobile-report-the-app-store-factors-your-users-really-care-about/
  35. 35. © Tous droits réservés – Analyweb Inc. 2008 Naming the app 35
  36. 36. © Tous droits réservés – Analyweb Inc. 2008 Naming the app 36 Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
  37. 37. © Tous droits réservés – Analyweb Inc. 2008 37 Naming the app Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
  38. 38. © Tous droits réservés – Analyweb Inc. 2008 38 Naming the app Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
  39. 39. © Tous droits réservés – Analyweb Inc. 2008 The top 50 words were: “free, pro, tracker, weather, music, photo, video, mobile, news, iphone, calculator, gps, guide, manager, player, instagram, editor, best, edition, live, new, map, text, radio, maker, daily, videos, camera, bible, hd, voice, game, photos, get, plus, phone, emoji, maps, scanner, english, dictionary, games, google, keyboard, calendar, baby, sleep, audio, reader, world” 39 Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
  40. 40. © Tous droits réservés – Analyweb Inc. 2008 Choose a name that is 2-6 words long. Be descriptive and include your main keyword / category (photo, music, video, news etc) Consider using a – to seperate your name and pitch. If you have a longer name consider how it will wrap on different devices. 40 Naming the app Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
  41. 41. © Tous droits réservés – Analyweb Inc. 2008 Clear – Tasks, Reminders & To-Do Lists Shazam – Discover music, artists, videos & lyrics Waze – GPS, Maps & Social Traffic 41 Naming the app, example Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
  42. 42. © Tous droits réservés – Analyweb Inc. 2008 App Icon & USP 42
  43. 43. © Tous droits réservés – Analyweb Inc. 2008 App Icon When your app shows up in the search results, an attractive icon plays a big role in attracting the user to download your app. Mobile app Trainz Driver sold 20 times as many units after an icon change. Use the Icon Gallery as a reference http://iosicongallery.com/ 43 Source:https://www.entrepreneur.com/article/227905
  44. 44. © Tous droits réservés – Analyweb Inc. 2008 Unique Selling Proposition Your USP is a short statement (1-2 sentences) that tells customers why your app is so special. “A USP is not merely a slogan — it is your company’s DNA and reason for being. If you cannot summarize exactly what sets you apart in one or two sentences, you are not unique enough within your marketplace.” – Perry Marshall, Marketing Consultant 44 Source:http://www.buzinga.com.au/buzz/1-page-business-plan-for-app-startups/
  45. 45. © Tous droits réservés – Analyweb Inc. 2008 App best practices, strategies, tools 45
  46. 46. © Tous droits réservés – Analyweb Inc. 2008 46 Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E- RES129741
  47. 47. © Tous droits réservés – Analyweb Inc. 2008 47 Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-
  48. 48. © Tous droits réservés – Analyweb Inc. 2008 48 Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-
  49. 49. © Tous droits réservés – Analyweb Inc. 2008 49 Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E- RES129741
  50. 50. © Tous droits réservés – Analyweb Inc. 2008 App Marketing, stats and keywords tools https://www.tune.com https://www.appannie.com/ http://www.appcodes.com/ https://searchman.com/ https://www.appnique.com/ http://www.gummicube.com/ https://appradar.com/ 50
  51. 51. © Tous droits réservés – Analyweb Inc. 2008 Curated Directory of Tools & Resources on App Marketing and Mobile Growth http://appmarketingstack.com/ 51
  52. 52. © Tous droits réservés – Analyweb Inc. 2008 In-app analytics https://developer.yahoo.com/analytics/ https://www.google.com/analytics/mobile/ https://www.appsee.com/ https://mixpanel.com/ 52
  53. 53. © Tous droits réservés – Analyweb Inc. 2008 Business model insight 53
  54. 54. © Tous droits réservés – Analyweb Inc. 2008 Business model insight This work provides the first basic evidence of the major factors that affect the app success in terms of comparative revenue, exploiting the relationship between ranks and sales previous works have demonstrated. Particularly, the effect of the business model on app performance is remarkable as well as surprising. In contrast to many claims from industry insiders (e.g., Spriensma 2012) our analysis seems to suggest that paid apps seem to pay more than free apps. 54 Source:https://www.pomsmeetings.org/confpapers/043/043-0354.pdf
  55. 55. © Tous droits réservés – Analyweb Inc. 2008 App developers can create service-related apps or deliver one that provides original intellectual property (IP). It is worth noting that the process involved in developing these two types of apps varies significantly. Service related apps are easier to tackle of the two and require less creativity as most of the requirements are outlined by the service providers the apps are designed to support. The rewards to develop an original IP app, however, are superior to those of developing a service related one. 55 Business model insights Source:http://www.ictc-ctic.ca/wp-content/uploads/2012/10/ICTC_AppsEconomy_Oct_2012.pdf
  56. 56. © Tous droits réservés – Analyweb Inc. 2008 Consultation with Canada’s apps developers shows that business and communications apps are in highest demand 56 Business model insights Source:http://www.ictc-ctic.ca/wp-content/uploads/2014/02/AppificationFeb2014.pdf
  57. 57. © Tous droits réservés – Analyweb Inc. 2008 The latest development -- which could revolutionize the retail industry -- is Apple's location-sensing iBeacon technology. If a customer has downloaded an Apple store app and goes into, say, a department store, iBeacon sensors can recognize that the customer has walked in and send special offers to a smartphone or guide the customer to a specific item, among other possibilities. 57 Business model insights Source:http://searchcrm.techtarget.com/feature/Location-based-apps-present-opportunities-and-data-challenges
  58. 58. © Tous droits réservés – Analyweb Inc. 2008 Cellular connectivity can be spotty. Mobile apps depend on ubiquitous connectivity, but cell service can be spotty — especially indoors. Nordstrom ran into issues when it found out that most of its stores had poor or no cell service. This is a common issue, as 63% of retailers indicate that most of their store locations have poor cell service. To correct this, Nordstrom had to invest millions of dollars to outfit its stores with ubiquitous wireless local area networks (WLANs). 58 Business model insights Source:MakeSmartWirelessLocationTechnologyDecisionsForrester
  59. 59. © Tous droits réservés – Analyweb Inc. 2008 Revenu generation 59
  60. 60. © Tous droits réservés – Analyweb Inc. 2008 Most of app business model analysis relies on Paid for by consumers In-app purchase Publicity 60 Business model insights
  61. 61. © Tous droits réservés – Analyweb Inc. 2008 App revenue generation 61 Source:https://www.surveymonkey.com/business/intelligence/mobile-app-industry-revenue-statistics/
  62. 62. © Tous droits réservés – Analyweb Inc. 2008 62 App revenue generation Source:https://www.surveymonkey.com/business/intelligence/mobile-app-industry-revenue-statistics/
  63. 63. © Tous droits réservés – Analyweb Inc. 2008 63 App revenue generation Source:http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/
  64. 64. © Tous droits réservés – Analyweb Inc. 2008 Legal, success and failure essentials 64
  65. 65. © Tous droits réservés – Analyweb Inc. 2008 Legal concerns LOCATION DATA PRIVACY GUIDELINES, ASSESSMENT & RECOMMENDATIONS https://iapp.org/media/pdf/resource_center/LocationDataPrivacyGuidelines_v2.pdf Geolocation: Risk, Issues and Strategies http://www.isaca.org/groups/professional-english/wireless/groupdocuments/geolocation_wp.pdf Privacy is the major hurdle Fear of big brother 65
  66. 66. © Tous droits réservés – Analyweb Inc. 2008 Start-up failure raisons BE WARY OF THE PIVOT  pivoting for the sake of pivoting, or to expand on a shaky business model will almost always guarantee disaster TOO BIG TOO HANDLE  it’s important to grow your business for the right reasons BE WARY OF WHO YOU GET IN BED WITH  While it is possible to work with friends and family, it requires completely honest communication, both parties must understand that it really is nothing personal, and, perhaps most importantly, vest your ownership THE DOUBLE-EDGED SWORD OF SEO  The issue was that due to its effectiveness, the founders became blind to other models of customer acquisition and developed an overreliance on a model they had absolutely no control over. 66 Source:https://foundrmag.com/4-startup-case-studies-failure/
  67. 67. © Tous droits réservés – Analyweb Inc. 2008 4 Essentials for Successful Mobile Apps Solve a problem Make it intuitive Start marketing in advance Be strategic about distribution 67 Source:https://www.entrepreneur.com/article/226732
  68. 68. © Tous droits réservés – Analyweb Inc. 2008 Browsers, not apps, are the future of mobile Proclamations of an all-native mobile app world ignore the fact that browsers and the web are fast becoming the mobile operating system of the future, and native apps are slowly dying. The average American now downloads zero apps per month The web is and will always be the most popular mobile operating system in the world — not iOS or Android. 68 Source:https://medium.com/swlh/browsers-not-apps-are-the-future-of-mobile-c552752ff75#.eizfnl95i
  69. 69. © Tous droits réservés – Analyweb Inc. 2008 69 Special Thanks to www.CSIRCorp.com www.parminc.com www.ginasavoie.com www.benoit-grenier.com For having paid for and allowed the sharing of this content Thank You Michelle Blanc M.Sc. And visit Blogues : http://www.michelleblanc.com/english/

×