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MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)

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Mobile App Strategy and App Store Optimization (ASO) – Dave Lloyd and Mark Simon, Adobe – MMSS June 2015

The next phase of your mobile app strategy requires strategic alignment, best practices, and better collaboration. Learn how to strategize, work together, and deliver app store optimization (ASO) results and beat your competitors.

MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)

  1. 1. Mobile App Marketing Strategies and App Store Optimization Dave Lloyd – Sr. Manager, Global Search Marketing Mark Simon – SEO Analyst
  2. 2. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved About Dave 14 years in Search & Digital Marketing Global team of 7 delivering Organic, Site Search, & App Store Optimization strategies for all Adobe products http://www.slideshare.net/dalloyd @davelloyd1 Deliver industry best practices1 3 Showcase Adobe solutions 2 Drive KPI-focused results
  3. 3. Adobe’s app universe 6 iOS categories, 25 iPhone apps, 41 iPad apps 22 Google Play apps
  4. 4. “Business has only two basic functions: marketing and innovation.” Peter Drucker
  5. 5. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved The next phase of your mobile app strategy requires… Strategic Alignment Best Practices Better Collaboration Focus on big trends and top business objectives Align ASO best practices with mobile strategy goals Work effectively with key stakeholders Key message
  6. 6. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved App Trends Worldwide 2014 Revenue $8.3 billion (iTunes) and $1.8 billion (Google Play) Apps currently available 1.2M+ (iTunes) and 1.2M+ (Google Play) New apps added monthly 60k+ (iTunes) and 50k+ (Google Play) 23% of iOS apps used only once 80%+ are “zombie apps” with few downloads in past 6 months
  7. 7. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Global trends and global app store revenue Most marketers don’t realize that J/APAC is already mobile-first Phone OS trends
  8. 8. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved ASO is… “Everything that helps your app be visible in app stores.” - Johannes Borchadt, inventor of the term ASO in 2009
  9. 9. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved ASO is not… • Separate from an overall brand strategy • A miracle cure • One and done – best if done with each update • Easy to game • Entirely within your control (e.g. hundreds of poor ratings immediately after an update will tank your visibility)
  10. 10. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Common issues •App strategy not considered as part of brand strategy •Just launch it, worry about optimization later •Not focused on consistently across apps •No consistent KPIs to measure success •Not acting on customer experience in Reviews feedback
  11. 11. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Chronology of a Mobile App Strategy 1. Be clear about what your brand stands for 2. How does mobile strategy align to current business challenges and how does the org pivot to new skills or ways of marketing 3. Align the organization to deliver on the tactics effectively 4. Ongoing focus on customer experience (hint: Ratings & Reviews) Ideal: mobile app strategy fully integrated with marketing & brand strategy
  12. 12. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved 12 Strategy & Roadmap Optimization & Governance Training & Best Practices Results & Reporting 1. Strategy • Best-in-class marketing practices • Guide overall app & launch strategy across portfolio 2. Optimization & Governance • Influence app marketing performance • Consistent practices & process improvements 4. Results & Reporting • Create & deliver KPI scorecard • Resolve analytics issues 3. Training and Best Practices • Educate on app best practices • Communicate learnings widely Mobile App Council – Charter & Structure
  13. 13. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Meet and greet 2 minutes End • Meet someone new • 1 minute each What kind of apps does your company market? How many apps? 1 2 Top App or Optimization challenges?
  14. 14. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Strategic Alignment Best Practices Better Collaboration Focus on big trends and top business objectives Align ASO best practices with mobile strategy goals Work effectively with key stakeholders
  15. 15. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved About Mark Owns Adobe.com Site Search and App Store Optimization (ASO) Expertise at CNET, eBay and Yahoo in product management, project management, agile development, faceted search, SOLR search, structured data feature development, technology platform, process scaling and content automation M.S. in Computer Science @msimon3256
  16. 16. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Common Errors 1. Poor quality apps - building good apps is building good software 2. Not using keywords at all 3. Focusing too much on high volume keywords, rather than based on relevance AND opportunity 4. Low quality images that don’t highlight app features 5. Non-engaging Descriptions that don’t address features or potential app issues 6. Not incorporating Reviews feedback into app updates
  17. 17. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved 17 Search Factors 1. Category (KW) 2. Publisher (KW) 3. Title 4. Ratings (quantity) 5. Ratings (score) 6. Keywords (visible only in iTunes CMS) 7. Download quantity 8. Download velocity 9. App uninstalls 10. External links * Conversion Factors 1. Description 2. Reviews 3. Images 4. Preview video * 1 2 3 4 5 Search Ranking Factors
  18. 18. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Apple iTunes vs. Google Play Keyword Field Description has no rank impact Up to 5 images No Keyword Field Description impacts rank Up to 8 images Social and +1 signals External linking
  19. 19. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved App Portfolio Management App portfolio strategies are dynamic and iterative Best Practices
  20. 20. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Keyword research • Talk to Product & Marketing teams • Review competitors • Generate KW ideas • Evaluate volume, opportunity, and relevance • Review & reduce • Select keywords Keyword Research Tools • Google Keyword Planner • Ubersuggest.org • Keywordtool.io • App-specific tools
  21. 21. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Anatomy of iTunes Keyword property 1.100 character keyword limit 2.Ordered in priority to support localization 3.Keywords aligned with Product & Marketing 4.Brand Terms 5.Phrases have stronger match for search
  22. 22. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Description • Compelling first sentence • UVP – Unique Value Proposition • Authoritative 3rd party reviews (if you have them) • Features • Benefits
  23. 23. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Images What’s most unique to your app? Highlight compelling features
  24. 24. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Video
  25. 25. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Ratings & Reviews Check your lowest-rated Reviews Share feedback with stakeholders Update product with feedback
  26. 26. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Strategic Alignment Best Practices Better Collaboration Focus on big trends and top business objectives Align ASO best practices with mobile strategy goals Work effectively with key stakeholders
  27. 27. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Stages of app marketing collaboration App development or update initiated by business Pre-launch Immediately following launch Results Ongoing execution http://developer.android.com/distribute/tools/launch-checklist.html http://www.dummies.com/how-to/content/app-store-submission-checklist.html
  28. 28. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Localization and Translation Translation vs. Localization (context & culture) Keyword localization should be per geo Language Translation Localization English Extract Japanese 抽出 エクストラクト Norwegian Trekk ut Extract Polish Wydziel Wydzielanie Finnish Erota poimi Russian Извлечение Извлечь
  29. 29. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Immediately following launch • Aim for as many downloads as possible in first few days • Monitor ratings & reviews very closely • Use promo codes and social media marketing for more traction Download velocity & quantity1 3 Keyword ranking 2 Ratings & Reviews
  30. 30. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Results - possible KPIs • Rank • Reach and maintain a target app store rank, either overall or in category • Downloads • Generate download quantity over a certain time period • Loyal user acquisition • Downloads from users than make a purchase or use app repeatedly • Revenue • Hit targets for revenue generated directly through the app • Competition • Achieve higher app store rank or more downloads than competitors • New customer acquisition • Acquire a target number of new customers • Velocity • Meet defined metrics within specific timeframes • Ratings • % of 4 or 5 star Ratings vs. 1 or 2 star Ratings
  31. 31. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved 31 Value of Tools • Global visibility • Keywords • Competition • Trends • KPI Analysis • Integration with iTunes Store data Easy data extraction Comprehensive data Strong visual reporting Reviews aggregation & analysis Enterprise tools we use
  32. 32. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Search Visibility Total keyword search volume times keyword rank
  33. 33. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Category Ranking
  34. 34. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Keyword Overview
  35. 35. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Keyword Analysis
  36. 36. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Ratings Performance
  37. 37. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Download Velocity
  38. 38. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Ongoing execution • Begin testing new strategies • Update keywords from competitor research • Review in-app user experience • After each update, send summary of lowest starred ratings to product developers and stakeholders • Improve feedback loop with app developers
  39. 39. Improve discoverability Apps found beyond app store • Main domain landing page • YouTube videos Paid Search boost • Google Search for local app • Mobile advertising Higher total download volume influences higher rankings
  40. 40. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved App Indexing from Google Click from listings in Google’s mobile search results into apps on Android and now iOS App Indexing’s been available 2 years on Android and now on iOS as of May 27 http://googledevelopers.blogspot.com/2015/05/surfacing-content-from-ios-apps-in.html
  41. 41. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Summary Checklist Align to brand strategy Goals and KPIs and reporting Control: App Name, Keywords, Title, Category, Description, Images, Video Influence: Ratings, Reviews, Download Velocity Platforms Geographies, Translation, Localization Media plan and budget Use of outside vendors or in-house Focus on the customer experience
  42. 42. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved The near-future of apps • Google’s Now on Tap makes app content more easily searchable • Apps for Wearable Technology • Anonymous app usage (Whisper and Kik) • Personalized push notifications • Retail-driven by Beacon • Geo-targeted • Mobile Commerce • China
  43. 43. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Predictions for the future of the internet • In 2008, there were already more Internet connected objects than people. By 2020, expected to grow to more than 50 billion objects. Projected that Internet of Things market will sell more than the PC, tablet, and phone markets combined. • Apple Car Play and Google Android Auto are both in development. • 10% of cars connected to the Internet in 2012. By 2020, 90% estimated. • By 2020, 20% of U.S. consumers will own a smart watch or smart refrigerator. • “The shift from desktop to mobile caught so many off guard and so dramatically impacted the competitive landscape, every tech and media company is going to have to be prepared for just the possibility that Virtual Reality & Augmented Reality will become the next platform.” Industry Analyst • Apple just acquired Metaio (Augmented Reality) • Google’s I/O conference highlighted Cardboard (Virtual Reality) https://www.linkedin.com/pulse/12-amazing-facts-everyone-should-know-internet-things-bernard-marr
  44. 44. Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved Strategic Alignment Best Practices Better Collaboration Focus on big trends and top business objectives Align ASO best practices with mobile strategy goals Work effectively with key stakeholders

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