Marketing strategies to increase the ROI on mobile


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Marketing strategies to increase the ROI on mobile

  1. 1. Amit kumar Ambastha Marketing strategies to increase the ROI on mobile apps.
  2. 2. <ul><li>Introduction </li></ul><ul><li>The rise of the smart phones </li></ul><ul><li>The value of the mobile application market </li></ul><ul><li>Apps Stores </li></ul><ul><li>Get the most from your mobile applications </li></ul><ul><li>Revenue Model </li></ul><ul><li>Strategies to maximize the revenue </li></ul><ul><li>Conclusion </li></ul>Amit kumar Ambastha Topics to discuss
  3. 3. (A) Introduction <ul><li>US-Based Market research firm ‘ World applications market ‘ estimates that the mobile application market place will reach $ 25 billion by 2015, up from about $ 7 billion in 2010. </li></ul><ul><li>The driver for this is – </li></ul><ul><li>Growing adoption of smart phones & tablets </li></ul><ul><li>Lower cost mobile data plans </li></ul><ul><li>Ability of companies to offers free & low –cost apps supported by ads. </li></ul>Amit kumar Ambastha
  4. 4. Amit kumar Ambastha (B) The rise of the smart phones
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  7. 7. (C) The value of the mobile application market <ul><li>Worldwide mobile application store downloads are forecasted to reach 17.7 billion downloads in 2011 , a 117 percent increase from an estimated 8.2 billion downloads in 2010, according to Gartner, Inc. By the end of 2014, Gartner forecast over 185 billion applications will have been downloaded from mobile app stores, since the launch of the first one in July 2008. </li></ul><ul><li>Worldwide mobile application store revenue is expected to surpass $15.1 billion in 2011 , both from end users buying applications and applications themselves generating advertising revenue for their developers. This is a 190 percent increase from 2010 revenue of $5.2 billion . </li></ul>Amit kumar Ambastha
  8. 8. (D) Apps Stores Amit kumar Ambastha As the interest in mobile applications has grown, so has the number of the app stores. We now have stores from the platform/OS providers, handset manufacturers and mobile network operators. App stores tied to devices include the andriod Market,Nokia Ovi store,Blackberry app world,windows phone place and palm app catalog. There are also operator specific app stores, such as Vodafone 360 App Store,orange app store,verizon and independent stores like Getzar,handango & handmark etc .
  9. 9. (E) Get the most from your mobile apps. <ul><li>Understand your audience: </li></ul><ul><li>The most important things is to determine who your audience is & understand the best way to to reach them. You should understand what phones they have and how they use it. </li></ul><ul><li>Incase of kids, they can easily approached through the pre-school, Mc-donald (birthday parties) , amusement park kiosk etc. </li></ul>Amit kumar Ambastha
  10. 10. <ul><li>E (1) Distribution within app stores : </li></ul><ul><li>Pick your time to ensure your app goes live when customers are looking to download. </li></ul><ul><li>New Apps will get added to the ‘new’ or ‘recently added list’ , which give a short period of promotion. </li></ul><ul><li>Try to release frequent updates in an attempt to refresh your position. </li></ul><ul><li>Should release versions or add-ones to boost your coverage in the store. </li></ul>Amit kumar Ambastha
  11. 11. <ul><li>E (2) Promoting your Apps </li></ul><ul><li>Take promotion into your hands for maximum effects – </li></ul>Amit kumar Ambastha <ul><li>Promote your apps through mobile advertising networks with banner and text adds. </li></ul><ul><li>Set up search marketing campaign through search providers . </li></ul><ul><li>Look to get your apps listed on prominent sites run by known brands and operator. </li></ul><ul><li>Use social media to its full extent including facebook,myspace,twitter </li></ul><ul><li>Leverage blogs and forums to help spread the word amongst mobile app users. </li></ul>
  12. 12. <ul><li>E(3) Utilize the web </li></ul><ul><li>Having your own mobile website will help maximize your market coverage and can be developed alongside your mobile application strategy. </li></ul><ul><li>Here’s is list of mobile site builders from those with self-serve tools to bespoke site building solutions : </li></ul>Amit kumar Ambastha
  13. 13. (F) Revenue Model <ul><li>Ad funded </li></ul><ul><li>Ad networks promises a lot but check they actually deliver on their promise. </li></ul><ul><li>The benefit is that they are open to all to download , but you will only earn money if your app gets run and ad is clear and compelling. </li></ul><ul><li>App Store Sales </li></ul><ul><li>If you have a good app then sell it but beware that the app stores are not always most efficient place to collect money. </li></ul><ul><li>Many App Stores have payment flows that involve many steps and hence confuse the customer. </li></ul>Amit kumar Ambastha
  14. 14. <ul><li>With-in mobile apps payment model </li></ul><ul><li>In-App billing models enable you to engage with your audience by offering your mobile application as a free download and then charge with ion the application. </li></ul><ul><li>Here are some examples:- </li></ul><ul><li>Free trail based on a time period. </li></ul><ul><li>Free demo with the option to upgrade to the full application functionality </li></ul><ul><li>Subscription services </li></ul><ul><li>Charging for the content within an application. </li></ul><ul><li>Charging for the access to new levels or areas within the apps. </li></ul>Amit kumar Ambastha
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  18. 18. Sales can be increase by best payment experience <ul><li>By Presenting a quick and easy payment experience , the mobile apps Sales can be increase many fold. </li></ul><ul><li>Without a good user experience potential customers will soon drop out of the payment flow and leave you empty handed. </li></ul>Amit kumar Ambastha
  19. 19. (G) Strategies to maximize the revenue <ul><li>Get noticed in the App Store. </li></ul><ul><li>2 Submit to app review sites.  </li></ul><ul><li>Public relations. </li></ul><ul><li>Customized postage stamps. </li></ul><ul><li>Promote from ads within other apps. </li></ul><ul><li>Promote your app in interactive ads contained within other iPhone apps. iPhone ads offer very high levels of engagement including click to call, click to video and click to app store. Check out these folks:  Medialets ,  Quattro Wireless ,   AdMob  and  VideoEgg . </li></ul><ul><li>Share using AddThis. </li></ul><ul><li>Select targeted advertising outlets. </li></ul><ul><li>Promote mobile app within current customer touch points. </li></ul><ul><li>Email marketing. </li></ul>Amit kumar Ambastha
  20. 20. <ul><li>Pricing strategy. </li></ul><ul><li>Create presentation walk-through of mobile app. </li></ul><ul><li>App launch sponsorship. </li></ul><ul><li>Social networking. </li></ul><ul><li>Exclusive app content. </li></ul><ul><li>Mobile Barcoding. </li></ul><ul><li>Search directory registration- Get listed in free online directories such as  DMOZ.  DMOZ powers core directory services for some of the most popular portals and search engines on the Web, including AOL Search, Netscape Search, Google, Lycos, HotBot and hundreds of others. </li></ul><ul><li>Blog promotion. </li></ul><ul><li>Auto mail-responder promotion. </li></ul>Amit kumar Ambastha
  21. 21. 16 Twitter in-app feature. 17 Facebook fan page. 18 Create trial and paid app versions. 20 Content optimization for improved search engine rankings. Using Google Adwords keyword tool or  Google Insights for Search , research search terms that are most relevant and popular with your target audience and populate your app description with those terms. 21 Email signature. 22 Create a new website to pre-market and showcase your app. 23 Newsletter/email campaign. 24 YouTube promotion. Amit kumar Ambastha
  22. 22. <ul><li>Exchange ad space within mobile apps. </li></ul><ul><li>Forum participation. </li></ul><ul><li>Paid search marketing. </li></ul><ul><li>Promotional items. </li></ul><ul><li>Voice mail and on-hold messaging. </li></ul><ul><li>SMS text messaging. </li></ul><ul><li>Try free classified advertising on  CraigsList . </li></ul><ul><li>Host an App Launch Party. </li></ul><ul><li>Custom imprinted balloons  with your app logo distribution in Mc-Donald,amusement park . </li></ul><ul><li>Kiosk with all new apps in place of visit. </li></ul><ul><li>Create wallpapers and backgrounds. </li></ul><ul><li>Test with Google Admob – Tool to test ad name & price through CTR (Click through ratio) </li></ul><ul><li> </li></ul>Amit kumar Ambastha
  23. 23. 37 Aggressively target Smart TV,Tablets & even laptop manufacturers also for Apps. Amit kumar Ambastha
  24. 24. (H) Conclusion <ul><li>A nearly perfect mobile marketing plan and follow-up execution will fall short if the underlying app is uninspiring, bug-ridden or unremarkable. </li></ul><ul><li>In addition, a well-designed, compelling app thrown in the mix of lakhs of apps and unsupported by marketing, would likely disappoint. </li></ul><ul><li>An integrated approach is most effective, with all components complementing and leveraging one another. A commitment to an integrated marketing plan and continued improvements to the app itself, will increase your probability of a sustained advantage in the marketplace. </li></ul>Amit kumar Ambastha