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Dan Shupp CTO, Tech Propulsion Labs Copyright 2010  Tech Propulsion Labs , Inc. Mobile App Marketing Techniques Overview F...
Marketing for iPhone Apps <ul><ul><li>Answering the   $250 million/month question: </li></ul></ul><ul><ul><li>How do I gen...
Mobile App Marketing in 2010…  <ul><li>… it still an art, not a science </li></ul><ul><ul><li>Very few rules to follow </l...
Maximizing Revenue  <ul><li>Get More Downloads </li></ul><ul><li>Make Money per download </li></ul>
Get More Downloads!  <ul><li>Demo site </li></ul><ul><li>Review sites </li></ul><ul><li>Affiliate programs </li></ul>Broke...
Source:  http://blog.appstorehq.com/post/103207193/iphone-app-marketing-what-works-and-what-doesnt
Getting Downloads:  App Store Activities <ul><li>User Ratings </li></ul><ul><ul><li>Ask for them at the right time </li></...
Getting Downloads:  In-App Techniques <ul><li>Advertising </li></ul><ul><ul><li>The most valuable potential customer is th...
Getting Downloads:  In-App Techniques (cont.) <ul><li>Pricing </li></ul><ul><ul><li>Lowering price increases sales </li></...
Getting Downloads:  Track Conversions and Focus <ul><li>This is broken due to limitations of the iTunes store </li></ul><u...
Getting Downloads:  PR <ul><li>Have a demo site, twitter account, facebook page </li></ul><ul><ul><li>Simple, nice </li></...
Making Money from App Sales Ads <ul><li>Only a few, very popular, very sticky apps are suitable for an ad-only approach </...
Making Money from App Sales Pricing <ul><li>The price you can sustain is mostly due to the quality of your app </li></ul><...
Making Money from App Sales In-App Purchase <ul><li>Users download a free app, which has paid upgrades inside </li></ul><u...
Source:  http://blog.appstorehq.com/post/103207193/iphone-app-marketing-what-works-and-what-doesnt
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IPhone App Marketing Techniques: Overview for 2010

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Best Practices overview for getting more downloads and maximizing revenue.

Presentation for Mobile DevCamp Vietnam 2010, http://www.mobiledevcamp-vn.org/

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IPhone App Marketing Techniques: Overview for 2010

  1. 1. Dan Shupp CTO, Tech Propulsion Labs Copyright 2010 Tech Propulsion Labs , Inc. Mobile App Marketing Techniques Overview For 2010
  2. 2. Marketing for iPhone Apps <ul><ul><li>Answering the $250 million/month question: </li></ul></ul><ul><ul><li>How do I generate the most sales for my app? </li></ul></ul><ul><ul><li>A discussion of current best practices for iPhone app marketing </li></ul></ul>
  3. 3. Mobile App Marketing in 2010… <ul><li>… it still an art, not a science </li></ul><ul><ul><li>Very few rules to follow </li></ul></ul><ul><ul><li>Data is scarce </li></ul></ul><ul><ul><ul><li>Most data is what you can glean from your own apps </li></ul></ul></ul><ul><li>… can’t be learned in books </li></ul><ul><ul><li>But can be discovered as part of a community </li></ul></ul><ul><ul><ul><li>blogs </li></ul></ul></ul><ul><ul><ul><li>“ iPhone Software Business ” Google Group </li></ul></ul></ul><ul><ul><ul><li>Many Android forums </li></ul></ul></ul><ul><li>… but has already proven some very useful best practices </li></ul>
  4. 4. Maximizing Revenue <ul><li>Get More Downloads </li></ul><ul><li>Make Money per download </li></ul>
  5. 5. Get More Downloads! <ul><li>Demo site </li></ul><ul><li>Review sites </li></ul><ul><li>Affiliate programs </li></ul>Broken! Out of App <ul><li>In-app advertising </li></ul><ul><ul><li>Free version upsell </li></ul></ul><ul><ul><li>Cross promotion </li></ul></ul><ul><li>In-app purchase </li></ul><ul><li>Frequent updates </li></ul><ul><li>Ratings/feedback </li></ul>In-App Off-Store On-Store
  6. 6. Source: http://blog.appstorehq.com/post/103207193/iphone-app-marketing-what-works-and-what-doesnt
  7. 7. Getting Downloads: App Store Activities <ul><li>User Ratings </li></ul><ul><ul><li>Ask for them at the right time </li></ul></ul><ul><ul><li>“rate on delete” is gone </li></ul></ul><ul><ul><li>Cheat at your own risk </li></ul></ul><ul><ul><li>Many top apps have low star ratings </li></ul></ul><ul><ul><li>This is probably less important than making your app name and icon attractive and inviting </li></ul></ul><ul><li>Frequent app updates </li></ul><ul><ul><li>iTunes store maintains a ‘newest apps’ list </li></ul></ul><ul><ul><ul><li>Releasing a new app version (and updating your release date) gets extra exposure </li></ul></ul></ul><ul><ul><li>Developers consistently report jumps in sales on the day of an update </li></ul></ul>
  8. 8. Getting Downloads: In-App Techniques <ul><li>Advertising </li></ul><ul><ul><li>The most valuable potential customer is the one with a smartphone in his hand that he’s staring at right now </li></ul></ul><ul><ul><ul><li>Mobile ads, lite -> full YES, web ads other ads NO </li></ul></ul></ul><ul><li>Cross-Promoting within your own apps </li></ul><ul><ul><li>Free version -> full version </li></ul></ul><ul><ul><li>Have a portfolio of apps, cross promote between them </li></ul></ul><ul><li>Mobile Advertising networks </li></ul><ul><ul><li>Admob, Quattro, FreeAppADay, etc </li></ul></ul>
  9. 9. Getting Downloads: In-App Techniques (cont.) <ul><li>Pricing </li></ul><ul><ul><li>Lowering price increases sales </li></ul></ul><ul><ul><ul><li>Decreasing price will have an effect if your app is less popular </li></ul></ul></ul><ul><ul><ul><li>Once you have large exposure, downloads come (or don’t) b/c of app quality more than the price </li></ul></ul></ul><ul><ul><li>Free apps are downloaded ~7x more than paid apps </li></ul></ul><ul><ul><li>Some review sites will not review free apps </li></ul></ul><ul><li>In-App purchase </li></ul><ul><ul><li>Your app is free, but has very smooth purchase path integrated into the game </li></ul></ul>Source: http://www.slideshare.net/pinchmedia/iphone-appstore-secrets-pinch-media
  10. 10. Getting Downloads: Track Conversions and Focus <ul><li>This is broken due to limitations of the iTunes store </li></ul><ul><ul><li>There is no way to track traffic sources and match them against downloads </li></ul></ul><ul><li>It’s tough to figure out on your own, too </li></ul><ul><ul><li>China Menu iPhone App </li></ul></ul><ul><ul><ul><li><.1 correlation between outbound clicks from website and app store downloads </li></ul></ul></ul><ul><li>You can track some things though </li></ul><ul><ul><li>Your app’s analytics using companies like Flurry, Mobclix, etc. </li></ul></ul><ul><ul><li>Mobile ads offer conversion tracking </li></ul></ul><ul><li>Apple encourages use of its affiliate program </li></ul><ul><ul><li>Partnerships with affiliate networks in different countries </li></ul></ul><ul><ul><li>Has been improving recently, can get conversion info from sources within the affiliate network only </li></ul></ul>
  11. 11. Getting Downloads: PR <ul><li>Have a demo site, twitter account, facebook page </li></ul><ul><ul><li>Simple, nice </li></ul></ul><ul><li>Get reviewed, get promoted </li></ul><ul><ul><li>148apps </li></ul></ul><ul><ul><li>iPhone App Reviews </li></ul></ul><ul><ul><li>Whats on iPhone </li></ul></ul><ul><ul><li>AppVee </li></ul></ul><ul><ul><li>FreshApps </li></ul></ul><ul><li>Press Releases </li></ul><ul><ul><li>Free and easy publicity </li></ul></ul><ul><ul><li>Not seen as very useful </li></ul></ul><ul><li>forum posts </li></ul><ul><ul><li>Join communities and create buzz among hardcore users </li></ul></ul>
  12. 12. Making Money from App Sales Ads <ul><li>Only a few, very popular, very sticky apps are suitable for an ad-only approach </li></ul><ul><li>On average, a free app needs to sell ads at a $8.75 CPM to make as much money as the same app at $.99 </li></ul><ul><li>Until iAds, eCPMs were $0.50 - $2.00 </li></ul><ul><li>Developers reporting better rates with iAds </li></ul><ul><ul><li>reporting $10-15 eCPM </li></ul></ul><ul><ul><li>iAds eCPM does not compare 1-1 with other networks </li></ul></ul><ul><ul><ul><li>Comparable measures show $1.60-$2.50 </li></ul></ul></ul><ul><ul><ul><li>Source: http://kswizz.com/post/786160311/iad-report </li></ul></ul></ul>
  13. 13. Making Money from App Sales Pricing <ul><li>The price you can sustain is mostly due to the quality of your app </li></ul><ul><ul><li>The average price cut increases sales by 130% </li></ul></ul><ul><ul><li>The average price increase drops sales to 25% </li></ul></ul><ul><ul><li>If you have growing download numbers, let word of mouth, reviews, and position on top lists carry you </li></ul></ul><ul><ul><li>Price cuts can be worthwhile when your download rates won’t be affected as much </li></ul></ul>
  14. 14. Making Money from App Sales In-App Purchase <ul><li>Users download a free app, which has paid upgrades inside </li></ul><ul><ul><li>Pay to unlock features </li></ul></ul><ul><ul><li>Pay to accelerate gameplay </li></ul></ul><ul><ul><li>Pay for level packs </li></ul></ul><ul><ul><li>Pay for virtual items </li></ul></ul><ul><li>Case Study: Gravity Sling </li></ul><ul><ul><li>Launched new version with in-app purchase of level packs in </li></ul></ul><ul><ul><ul><li>Significant regional variation in conversion rates </li></ul></ul></ul><ul><ul><ul><ul><li>US: 2.96%, Japan 1.89%, Italy 0.78% </li></ul></ul></ul></ul><ul><ul><li>Integrated a leaderboard system from OpenFeint </li></ul></ul><ul><ul><ul><li>OpenFeint members were almost 3x more likely to purchase a level pack </li></ul></ul></ul>Source: http://www.riptidegames.com/2009/11/in-app-purchase-results-2-weeks-in/
  15. 15. Source: http://blog.appstorehq.com/post/103207193/iphone-app-marketing-what-works-and-what-doesnt

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