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
App best practices, strategies, tools
Business model insights
App revenus
Legal, success and failure essentials
App marketing, PR, best practices and business model
1. Marketing Numérique
Michelle Blanc M.Sc
App marketing, PR, best practices and business
model
(extract from a confidential report for www.csircorp.com )
2. 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. table of contents
• App best practices, strategies, tools
• Business model insights
• App revenus
• Legal, success and failure essentials
3
8. 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/
12. •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. 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. The language of apps
14
Source
:
http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/
16. 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. •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. 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. 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. 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. •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/229305
and
https://david-smith.org/blog/2012/09/20/implementing-smart-
app-banners/
23. How to Write a Press Release For Your App
23
Source
:
http://www.apptamin.com/blog/write-press-release-app-launch/
24. 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. 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. •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/be
st-app-review-sites/
26
Media to focus on
27. 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. 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
33. 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. 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/
39. •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.
39
Naming the app
Source
:
https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
42. 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/
42
Source
:
https://www.entrepreneur.com/article/227905
43. 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
43
Source
:
http://www.buzinga.com.au/buzz/1-page-business-plan-for-app-startups/
53. 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.
53
Source
:
https://www.pomsmeetings.org/confpapers/043/043-0354.pdf
54. •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.
54
Business model insights
Source
:
http://www.ictc-ctic.ca/wp-content/uploads/2012/10/ICTC_AppsEconomy_Oct_2012.pdf
55. • Consultation with Canada’s apps developers shows that business and
communications apps are in highest demand
55
Business model insights
Source
:
http://www.ictc-ctic.ca/wp-content/uploads/2014/02/AppificationFeb2014.pdf
56. •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.
56
Business model insights
Source
:
http://searchcrm.techtarget.com/feature/Location-based-apps-present-opportunities-and-data-challenges
57. •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).
57
Business model insights
Source
:
Make
Smart
Wireless
Location
Technology
Decisions
Forrester
64. 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
64
65. 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.
65
Source
:
https://foundrmag.com/4-startup-case-studies-failure/
66. 4 Essentials for Successful Mobile Apps
•Solve a problem
•Make it intuitive
•Start marketing in advance
•Be strategic about distribution
66
Source
:
https://www.entrepreneur.com/article/226732
67. 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.
67
Source
:
https://medium.com/swlh/browsers-not-apps-are-the-future-of-mobile-c552752ff75#.eizfnl95i