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Marketing Your Mobile Apps


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Marketing Your Mobile Apps

  1. 1. MARKETING YOUR MOBILE APPS打造至HOT手機應用程式(Apps) 1
  2. 2. Eric TangBusiness Strategy DirectorProduct Director Part-time Teacher in Nanjing University Young Entrepreneurship Mobile App, New Media and Digital Publishing Founding President of Hong Kong YoungEntrepreneur Alliance Co-Founder of Startup Leadership Programme(Hong Kong Chapter) Co-Founder of AppGreen Limited 2
  3. 3. Make Friends with• We have 50 talents in local team and over 100 people in globalteam• Supporting region: Hong Kong, China, the Philippines, Taiwan andCanada• We have full team in account servicing, project management,technical and creative work• In 2010 to 2012, we developed over 150 mobile apps, 100websites, 50 mobile websites and managed over 50 mobile &social media campaigns 3
  4. 4. Mobile & SocialApplication•iOS, Android App•Mobile Web &Game•Web and Social App•Facebook App•Augment RealitySolution•Indoor Positioning•LBS SolutionmCommerce•mCommerceStrategy•Mobile Shopping &Commerce Solution•Mobile Payment•Social Commerce•O2O MarketingNew MediaMarketing•Digital Strategy•WOM Marketing•CPC, CPA & MobileAdvertising•Social MediaMarketing•Digital CampaignManagement•eDM Management•Digital AnalyticsDigital Publishing•iOS & AndroideBook Publishing•Enterprise DigitalPublishingThe winner of 2011Red Herring Asia 100Top 100 Growth Awardof Asia Brand7 Kam Fan Awards 2012 4
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  8. 8. Preferring Messages 8Source: Hotmob Ltd 2013
  9. 9. Actions Taken 9Source: Hotmob Ltd 2013
  10. 10. Reasons to Click Ads 10Source: Hotmob Ltd 2013
  11. 11. App Content ever Clicked 11Source: Hotmob Ltd 2013
  12. 12. Modern Shopper’s Expectation• Special shopping experience• Get exclusive discount• Shopping anytime anywhere• Buy products with stories• Share shopping experiences• Instant access to expertise• Wants to be offered a prefectmatch 12
  13. 13. 0 10 20 30 40 50 60 70 80 90ChinaTaiwanUKUSAPercentageCountryWhat Smartphone users usually do with their phones?Smartphone owners Used online/mobileshopping couponsSmartphone owners Accessed a socialnetworkSmartphone owners Searched forrestaurants/pubsSmartphone owners Purchased aproduct/serviceSmartphone owners Product searchSmartphone owners Browsed the InternetSmartphone owners Used an applicationSmartphone owners Tethered to acomputerTraditional retailers have been facing serious challenges recentlySource: 13
  14. 14. Traditional retailers have been facing serious challenges recently85%of US consumersare expected touse their phonewhile shoppingin-store in the2012 holidayseason Source: 14
  15. 15. 416069650 10 20 30 40 50 60 70 80ChinaTaiwanUKUSAHas ever purchased on smartphoneSmartphone owners NoSmartphone owners YesTraditional retailers have been facing serious challenges recentlySource: 15
  16. 16. Source: Mobile Commerce Guide of ebiDigitalMobile Conversion Funnel 16
  17. 17. Tips for Gaining Mobile Data - 1• Google Mobile Planet–– A regular survey for different countries starting in 2011, thisenables you to prepare your own reports.• ITU–– The International Telecoms Union data reports mobile usageincluding mobile broadband subscriptions to show growth in useof mobile. This reported at country, continent and overall levels,so is the best overall source for mobile penetration worldwide. 17
  18. 18. Think with Google, Mobile Planet 18
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  20. 20. ITU 20
  21. 21. Tips for Gaining Mobile Data - 2• Xyologic app download reports–– This is a great source for showing the overall level of app usageacross the four major mobile app platforms by country anddrilling down into the popularity of individual apps for differentsectors like retail, banking and travel. Around 30 countries arecovered• Flurryblog–– For specific reports on trends in app usage. For example, thisrecent compilation of app usage shows the dominance of gamesand social networking and the potential of utilities. 21
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  23. 23. Tips for Gaining Mobile Data - 3• Comscore Digital Future Series–– Comscore is one of key worldwide sources useful for marketers tohelp us find out about the changes in use of mobile media byconsumers.• Ofcom Internet usage report–– Ofcom’s seventh International Communications Market 23
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  25. 25. ELEMENTS NEED FOR BUILDING AN CHARMING APPWhat is your purpose?/ What kind of result doyou expect?Design for your target group/ Imagine the userscenarioHighly leverage on what a smartphone can doA user-friendly experience/ Think what yourcustomers think/ Don’t plan too muchLaunch the app smartly and how to maintain 25
  26. 26. FUMET FrameworkFluent in manipulationUser ExperienceMarketingExtendableTargeting 26
  27. 27. What is your purpose?/What kind of result do you expect?It is NOT a small/mini version of your websiteBranding-based/Transaction-based/Campaign-basedWho do you want to attract?Newbie to your companyNon-loyal clientsLoyal clientsViral effect/Attract your potential clients todownload 27
  28. 28. Design for your target group/ Imagine the user scenario What do your target group need Why they want to download your app motivation by designing functions Imagine how they use your app in differentscenario What kind of problem or need can be solved byapp only What kind of process can be shortened by yourapp 28
  29. 29. Highly leverage on what a smartphone can doTouch ScreenCamera/QRCode/Augmented RealityMotion Detection/Sound DetectionGPSNFCInternet Access/Phone Book Access/PhotoAccess/Social Sharing Service IntegrationPush NotificationInstant Messaging/Communication with others 29
  30. 30. A user-friendly experience/ Think what your customers think/ Don’t plan too much Make sure you know how they interact withdifferent operating system/differentphones/different devices Don’t include too much functions in one app Keep it simple and easy Lean Development Solve the real problem Design and User-friendly is the most importantthing 30
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  33. 33. Mobile Pattern Reference 33
  34. 34. CHECK IN 34
  35. 35. POPOVER 35
  36. 36. WALKTHROUGHS 36
  37. 37. IMPORT FRIEND 37
  38. 38. Launch the app smartly and how to maintainWhen to launch, how to launchYour app design itself is the best selling pointCollect user feedbacks and modify yourdevelopment planKilling functionCatch the real need2 weeks to 1 month for one version update 38
  39. 39. Advertising StrategyThink what yourusers thinkDesign in-linelayout withdevicesMinimize theloading timeOffer a strong call-to-actionLearn fromanalytics tool39
  40. 40. CityWalk - Game 40
  41. 41. QR Cookie 41
  42. 42. Nordstorm - cross-channelinteraction for brand loyalists• Skirting competition 42
  43. 43. Diesels Facebook-Enabled QRCodes• 43
  44. 44. Macys QR Code Explanations onYouTube 44
  45. 45. Starbucks Loyalty Program 45
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  49. 49. Please Drop Me a LineEric Tang, DirectionsRoom 511, Block B, Hoi Luen Industrial Center,55 Hoi Yuen Rd, Kwun Tong, Hong KongTel.: (852) 2154 0069Fax.: (852) 3016 9790 49