3. • Many companies invest money in developing
apps but do not invest in marketing and
promotion and discovery
• Lack of understanding about the importance of
consistent marketing, promotion and PR to
build the brand
• Limited time or resources to start and sustain
and refine marketing & promotional efforts
• Importance of customizing messaging, target
audiences, promotion and marketing channels.
• Unaware of the discovery channels and
opportunities outside of the major app stores
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
4. • Between Q4 2010 and Q2 2011 the Android Market grew 127% in
number of apps, while the Apple App Store grew 44%
• In Q3 2011, the number of active mobile applications in the Android
Market stood at 319,161 compared to 459,589 in the Apple App
Store
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
5. • In September ‘11, Android Market added a record breaking 42,000 new
apps
• At the send of September 34% of active apps were PAID however this
month that figure is only 26%, which shows developers are developing
more free content than before.
• Average selling price in Android currently equals $3.18 US
• Nearly 50% of all new added content falls into four top categories
① Games
② Entertainment
③ Personalization
④ Music and Audio
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
6. • The average publisher on Android has placed more the 6
applications in the Market since launch compared to over 4 apps
for iOS
• The Android Market has also removed more the 37% of published
apps
• More than 78% of the apps removed were free applications
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
7. • Android users are expected to be downloading more Apps than
iOS by Summer 2012
• Both stores should reach 3.2 Billion downloads per month by next
June 2012
• After that Android is expected to eclipse App Store downloads
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
8. • We are experts in developing and executing
custom, integrated PR and marketing plans to
build awareness and drive downloads
• App-Promo can connect you with the relevant
media outlets to build visibility
• We use an array of marketing tools including
social media, contests &
promotions, search, mobile advertising, online
advertising and video to drive downloads and
revenues
• App-Promo has generated results for every
client we have worked with and consistently
provide reports and analysis to our clients
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
10. TACTICS
1. Your Product Page is a Marketing
Opportunity
2. Power of Branding: Name & Icon
3. Importance of Reviews & Ratings
4. Thinking beyond Android Market by
using 3rd party resources
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
11. APP STORE MARKETING
TACTICS & TIPS
• Don’t forget this page is meant to Sell
Your App
• Organize your page
• Marketing text in first 400 characters
• Max out your description with
keywords
• Use page for announcements
• Take advantage of promotional
graphics, text and video
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
12. APP STORE MARKETING
TACTICS & TIPS
• Have an existing strong brand? Use it!
• Choose a name that means
something to your app
• Keep it simple
• Make it memorable
• Think About the Audience
• Look to Your Competition
• Keep it consistent across all
properties
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
13. APP STORE MARKETING
TACTICS & TIPS
• Use those stars to stand out
• Equip your app with in-app reminders
• Elicit reviews from existing users
• Incorporate review input into your
product strategy
• Guard your page: Don’t be afraid to
report spam or offensive reviews
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
14. APP STORE MARKETING
TACTICS & TIPS
• Increase discovery through
additional distribute points
• Submit to 3rd Party App Stores
• Claim Your App
• Gain insights by aggregating data
• Think about pricing changes to
allow app discount sites and
applications to feature
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
15. TACTICS
1. Writing an effective Press Release
2. Press Release and SEO
3. Distributing Your Press Release
4. Be Friends with Bloggers
5. Use Review Sites
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
16. PR & BLOGGER OUTREACH
TACTICS & TIPS
• Understand your message
• Articulate the user benefit
• Keep it short and to the point
• Get your headline right
• Don’t forget a quote
• Include a call to action
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
17. PR & BLOGGER OUTREACH
TACTICS & TIPS
• Identify your keywords
• Incorporate most important keywords
into the headline and first paragraph
• Don’t force keywords, be creative
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
18. PR & BLOGGER OUTREACH
TACTICS & TIPS
• Use Self-Serve Press Release Services
• Start building a list
• Use your contacts and network
• Leverage your social networks
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
19. PR & BLOGGER OUTREACH
TACTICS & TIPS
• Identify Blogs and Bloggers
• Start Building Relationships early
• Create a Blogger Package
• Reach out as a person not an
organization
• Articulate the blogger benefit
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
20. TACTICS
1. Work with as many traffic sources as possible
2. Focus on acquiring downloads from loyal users
3. Define cost-per-conversion
4. Target best-performing days of the week
5. Track ad performance based on downloads
6. Test, Optimize, Tweak, Test, Optimize Tweak
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
21. PAID MEDIA
TACTICS & TIPS
• One traffic source type (mobile ad
network) is too small a universe to be
successful
• Work with as many traffic sources as
possible
• Several networks enable you to:
a) Reach your largest potential audience
b) Realize the lowest-possible acquisition
c) Protect your app from saturation
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
22. PAID MEDIA
TACTICS & TIPS
• Define the characteristics of your loyal user
• Automate the tracking of these loyal user
characteristics
• Identify the traffic sources that generated
these loyal users
• Steer your ad spend toward these traffic
sources
• Track all of your users’ interactions with your
app
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
23. PAID MEDIA
TACTICS & TIPS
• Determine your cost-per-conversion
target for a given volume of users
• You may be able to get away with a
nickel per click, but to double your
volume you may have to pay 15 or 20
cents per click
• It’s important to understand how
much to bid for a given volume to
deliver the best possible ROI
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo
24. PAID MEDIA
TACTICS & TIPS
• Understand which days of the week
are best for acquiring loyal users and
adjust your ad spend accordingly.
• Determine which ads and traffic
sources achieve the highest
download rates, rather than click
through rates, because you don’t
want to pay for clicks that don’t lead
to downloads
App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo