Market your iPhone app DDMA iLounge Mobile Marketing – 22 September 2009 Martin Voorzanger – Head of Internet Marketing
Marketing your iPhone app <ul><li>Today’s topics: </li></ul><ul><li>iPhone (and iPod touch) for Dummies (are there any?) <...
Source: AdMob Mobile metrics
 
Source: AdMob mobile metrics
 
Note: 1,500,000,000 / 65,000 = 23 downloads/app
<ul><li>AppStore marketing strategies </li></ul><ul><li>‘ The majority of app discovery happens through browsing and searc...
Ranking in the App Store <ul><li>Each app has primary and secondary category (Weather, Finance, Travel, Navigation, Sports...
Discoverability in the App Store  <ul><li>Search result set based on: </li></ul><ul><li>Company name </li></ul><ul><li>App...
Strategy <ul><li>Get your app to a top position by (rank/search): </li></ul><ul><li>Create a killer app </li></ul><ul><li>...
<ul><li>Promoting our app in the App-o-system </li></ul><ul><li>Create buzz and synchronize marketing efforts: </li></ul><...
<ul><li>TomTom app = TomTom turn-by-turn navigation software + specific map-cut (for instance Benelux or Western-Europe) f...
 
Start spreading the news.. Source: Google News
Media coverage
Microsite web & mobile
<ul><li>Make sure you properly support Safari (50% browser share) and iPhone (>10% OS share) </li></ul><ul><li>Optimize fo...
Microsite – social media links
 
Social Media Source: O’Reilly Radar / Hashtags.org
Twitter WWDC App in Store Twitter.com/TomTom reclaimed Source: Twittercounter.com
YouTube
Affiliation <ul><li>Join the iTunes affiliate programme at Tradedoubler, LinkShare and DGM </li></ul><ul><li>Normal split:...
The good ‘ol SEO
iTunes Search Optimization.. all about tags
The new SEO…. Oeps!
A little help from Apple…
<ul><li>(Mobile) Advertising </li></ul><ul><li>Search – Google AdWords (web + mobile) </li></ul><ul><li>Display – AdMob (i...
Search (web and mobile)
Mobile display <ul><li>Mobile display advertising: in-app and on sites </li></ul><ul><li>Largest CPC mobile display advert...
Targetting – simple and  advanced
<ul><li>Measuring sales… is hard </li></ul><ul><li>iTunes App Store reports – daily marketing/sales report </li></ul><ul><...
3 tips to take away <ul><li>Create your (first) app now – for branding, traffic, money (sales or advertising), database or...
 
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DDMA iLounge - Market your iPhone App

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Presentation sharing the TomTom strategy for (mobile) marketing the TomTom app for iPhone

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DDMA iLounge - Market your iPhone App

  1. 1. Market your iPhone app DDMA iLounge Mobile Marketing – 22 September 2009 Martin Voorzanger – Head of Internet Marketing
  2. 2. Marketing your iPhone app <ul><li>Today’s topics: </li></ul><ul><li>iPhone (and iPod touch) for Dummies (are there any?) </li></ul><ul><li>App Store marketing strategies </li></ul><ul><li>Promoting our app in the App-o-system </li></ul><ul><li>(Mobile) advertising </li></ul><ul><li>Measuring sales </li></ul><ul><li>Brought to you in 25 minutes… </li></ul>
  3. 3. Source: AdMob Mobile metrics
  4. 5. Source: AdMob mobile metrics
  5. 7. Note: 1,500,000,000 / 65,000 = 23 downloads/app
  6. 8. <ul><li>AppStore marketing strategies </li></ul><ul><li>‘ The majority of app discovery happens through browsing and search on the mobile device ’ – AdMob Mobile Metrics, aug-09 </li></ul><ul><li>So: </li></ul><ul><li>How to get into the “Top 25” or “What’s Hot” list? </li></ul><ul><li>How to ensure app discoverability? </li></ul>
  7. 9. Ranking in the App Store <ul><li>Each app has primary and secondary category (Weather, Finance, Travel, Navigation, Sports, ..) </li></ul><ul><li>Various rankings: overall (per App Store), per category, paid vs. free – rank changes at least daily. So choose your category wisely! </li></ul><ul><li>My formula (unverified): Ranking = sales per day (units) * rating * Apple factor Apple factor = €€€ * coolness * spotlight theme </li></ul>
  8. 10. Discoverability in the App Store <ul><li>Search result set based on: </li></ul><ul><li>Company name </li></ul><ul><li>App name </li></ul><ul><li>App keywords (max. 100 chars/12 keywords) – can’t be changed </li></ul><ul><li>Search result ranking: </li></ul><ul><li>App Store Ranking </li></ul><ul><li>Ratings/reviews – don’t matter (for search), but do for conversion </li></ul>
  9. 11. Strategy <ul><li>Get your app to a top position by (rank/search): </li></ul><ul><li>Create a killer app </li></ul><ul><li>Submit your app wisely (mainly app name and keywords) </li></ul><ul><li>Synchronize all your marketing efforts </li></ul><ul><li>Drive App Store traffic and sales </li></ul><ul><li>Monitor the position and optimize </li></ul>
  10. 12. <ul><li>Promoting our app in the App-o-system </li></ul><ul><li>Create buzz and synchronize marketing efforts: </li></ul><ul><li>Traditional and social media coverage </li></ul><ul><li>Online presence </li></ul><ul><li>Advertising </li></ul><ul><li>Affiliation </li></ul><ul><li>The good, bad and ugly SEO </li></ul><ul><li>And a little help from a friend </li></ul>
  11. 13. <ul><li>TomTom app = TomTom turn-by-turn navigation software + specific map-cut (for instance Benelux or Western-Europe) for iPhone 3G/3GS </li></ul><ul><li>Sold in 11 App Stores (line-up varies per App Store) </li></ul><ul><li>Size varies from 85 Mb to 1.44 Gb </li></ul><ul><li>Price range €62,99 - €99,99 </li></ul><ul><li>Supplementary TomTom car kit coming soon </li></ul>TomTom app for iPhone
  12. 15. Start spreading the news.. Source: Google News
  13. 16. Media coverage
  14. 17. Microsite web & mobile
  15. 18. <ul><li>Make sure you properly support Safari (50% browser share) and iPhone (>10% OS share) </li></ul><ul><li>Optimize for SEO (page title, localization, sitemap.xml) </li></ul><ul><li>Build your own database as iTunes ‘owns’ the customers </li></ul>Microsite - some tips
  16. 19. Microsite – social media links
  17. 21. Social Media Source: O’Reilly Radar / Hashtags.org
  18. 22. Twitter WWDC App in Store Twitter.com/TomTom reclaimed Source: Twittercounter.com
  19. 23. YouTube
  20. 24. Affiliation <ul><li>Join the iTunes affiliate programme at Tradedoubler, LinkShare and DGM </li></ul><ul><li>Normal split: 70%-30% per sale </li></ul><ul><li>Via affiliation: 74-26%! </li></ul><ul><li>… and provides additional stats: </li></ul><ul><ul><li>Clicks </li></ul></ul><ul><ul><li>Unique Visitors </li></ul></ul><ul><ul><li>Sales per medium/source (when links ‘smartly’ encoded) </li></ul></ul><ul><ul><li>Keywords </li></ul></ul>
  21. 25. The good ‘ol SEO
  22. 26. iTunes Search Optimization.. all about tags
  23. 27. The new SEO…. Oeps!
  24. 28. A little help from Apple…
  25. 29. <ul><li>(Mobile) Advertising </li></ul><ul><li>Search – Google AdWords (web + mobile) </li></ul><ul><li>Display – AdMob (in-app + mobile websites) </li></ul><ul><li>Targeting (device/version, connection speed) </li></ul><ul><li>Requirement: approval for using Apple Trademarks </li></ul>
  26. 30. Search (web and mobile)
  27. 31. Mobile display <ul><li>Mobile display advertising: in-app and on sites </li></ul><ul><li>Largest CPC mobile display advertising networks: </li></ul><ul><ul><li>AdMob </li></ul></ul><ul><ul><li>Quattro wireless </li></ul></ul><ul><ul><li>DeckTrade </li></ul></ul>
  28. 32. Targetting – simple and advanced
  29. 33. <ul><li>Measuring sales… is hard </li></ul><ul><li>iTunes App Store reports – daily marketing/sales report </li></ul><ul><li>Hard to understand advertising RoAS – affiliation helps </li></ul><ul><li>Hard to understand top/underperforming creatives and keywords </li></ul><ul><li>What comes on top: </li></ul><ul><li>Batch interface between iTunes and affiliate networks </li></ul><ul><li>User switches between mobile and web </li></ul><ul><li>Creating tracking URL that work and both web and mobile </li></ul>
  30. 34. 3 tips to take away <ul><li>Create your (first) app now – for branding, traffic, money (sales or advertising), database or just for experimenting. </li></ul><ul><li>Submit your app wisely to ensure discoverability – focus on keyword research and copywriting </li></ul><ul><li>Measure the success thru affiliation – to increase sales and get insights </li></ul>

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