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Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster

Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster

You’ve submitted your App to the App Store. Congratulations! Umm, no. Not yet. Long gone are the days where you could simply release an app and watch those download numbers climb. Now with over 1.5 million apps available across the different platforms and almost 2,000 new apps going live every day, getting your app noticed is no easy feat.

This conference, presented at Mobiz 2012 in Montreal, provided an overview of 99 different ways you can use to get your app noticed ranging from basic ASO (App Store Optimization) tactics to more outlandish marketing plays.

You’ve submitted your App to the App Store. Congratulations! Umm, no. Not yet. Long gone are the days where you could simply release an app and watch those download numbers climb. Now with over 1.5 million apps available across the different platforms and almost 2,000 new apps going live every day, getting your app noticed is no easy feat.

This conference, presented at Mobiz 2012 in Montreal, provided an overview of 99 different ways you can use to get your app noticed ranging from basic ASO (App Store Optimization) tactics to more outlandish marketing plays.

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Mobile Marketing: 99 Ways to Get Your App Noticed - Parisa Foster

  1. 1. COSMOBILETAN 99 Ways to Get Your App Noticed @parisafoster
  2. 2. Before... 2008: IT WAS EASY WHEN THERE WERE ONLY 500 APPS IN THE APP STORE
  3. 3. Now 2012: IT’S LIKE ONE GIANT FOREST. GOOD LUCK GETTING NOTICED.
  4. 4. Over 1.5 Million Active Apps Apple 700,000 Android 675,000 BlackBerry 105,000 Windows 100,000 0 175,000 350,000 525,000 700,000 Source: http://148apps.biz/app-store-metrics/, http://www.theverge.com/2012/9/26/3409446/google-play-25-billion-downloads-sale, http://blog.laptopmag.com/rim-debuts-new-blackberry-app-world-105000- apps-music-movies-and-tv-shows,, http://www.forbes.com/sites/ewanspence/2012/06/05/windows-phone-reaches-the-100000-application-milestone/
  5. 5. Over 1,700 New Apps Daily 900 832 675 665 450 225 300 N/A 0 Apple Android BlackBerry Windows Source: http://148apps.biz/app-store-metrics/, http://m.mobilenapps.com/articles/3809/20120821/ios-app-store-hit-1-million-year.htm, http://www.forbes.com/sites/ewanspence/2012/06/05/windows-phone- reaches-the-100000-application-milestone/
  6. 6. How Do Users Discover New Apps? Image credit: Mads Boedker (Flickr)
  7. 7. How Users Discover New Apps MAJORITY OF USERS DISCOVER Source: Nielsen, Q3 2011 Android iOS 63% 63% 61% APPS IN THE APP STORE OR 53% THROUGH WORD OF MOUTH 21% 17% 17% 17% 13% 13% 9% 9% 10% 8% 6% 6% 5% 5% 5% 3% 3% 3% r tore iend Site edia are V Ad p Ad age age ail Tip the App S r Fr Par ty M oftw T I n- Ap mep mep Em O ily o 3rd Sy nc S e Ho er Ho Fa m D evic C arri
  8. 8. THERE ARE THREE MAIN WAYS TO FIND APPS IN 1- SEARCH THE APP STORES:
  9. 9. 2- TOP CHARTS
  10. 10. 3- FEATURES
  11. 11. Ranking Algorithm = + TOTAL DOWNLOADS + TRENDING DOWNLOADS + UNINSTALLS + ACTIVE USAGE + RATINGS & REVIEWS + KEYWORDS* (*for search results only)
  12. 12. The Product Life Cycle WHAT’S DIFFERENT ABOUT MOBILE? 2 NEW CHANNEL: THE APP STORES 1 FIRST TWO WEEKS ARE CRITICAL THE PRODUCT CAN MARKET ITSELF 3 PRE-LAUNCH LAUNCH POST-LAUNCH
  13. 13. BUILDING AN APP IS ONE THING, BUT THE REAL CHALLENGE IS TO Image credit: macsurak (Flickr) NOT END UP LIKE THIS.
  14. 14. Let’s Go!
  15. 15. #1 Have a Plan!
  16. 16. Product
  17. 17. #2 Build a Great App (DUH.) Image credit: Dunechaser (Flickr)
  18. 18. #3 Find a Niche SPECIALIZE IN A RARE CATEGORY OR SERVE A NEGLECTED MARKET Image credit: bathintherain (Flickr)
  19. 19. #4 Pick a Platform Centralize Users & Focus Efforts
  20. 20. #5 Design to Cater RE-WORK THE DESIGN FOR EACH SPECIFIC PLATFORM Image credit: Rhett Stuphin (Flickr)
  21. 21. Design to Cater Unless That’s The Intention...
  22. 22. ✓MAXIMIZE ACTIVE USAGE #6 Keep App Updated ✓MORE PR & FEATURE OPPS ✓ACTS AS A REMINDER
  23. 23. Write an Intriguing #7 “What’s New”
  24. 24. #8 Build In Hooks For Repeat Engagement Image credit: L. Marie (Flickr)
  25. 25. #9 Push Notifications or Alerts
  26. 26. #10 Tell a Friend Include a “Share This” Feature Inside the App Share by Email, SMS, Twitter, Facebook Customizable Message With Device Recognition
  27. 27. #11 Encourage Gifting Image credit: asenat29 (Flickr)
  28. 28. #12 Build in Social Features LET THE APP DISCOVER ITSELF AND HELP SPREAD WORD-OF-MOUTH
  29. 29. #13 Make It Available Worldwide Image credit: Jaime Olmo (Flickr)
  30. 30. Featured #14 Incorporate New Technologies
  31. 31. #15 Prompt Happy Users For Reviews BUT DO IT THE RIGHT WAY!
  32. 32. Pissed Off Reviews #16 Let Users Know How To Get In Touch With You Directly
  33. 33. Cross-Promote Your #17 Own Apps
  34. 34. Cross-Promote Your #17 Own Apps Cross-Promote With #18 Other Developers Join a Free Cross- #19 Promotion Network
  35. 35. App Store Optimization
  36. 36. #20 It’s All Awesome In The SWEET! NAME Descriptive
  37. 37. App Name Short vs. Very (Very) Longggg Name
  38. 38. #21 Publisher’s Name
  39. 39. #22 Keyword Field Image credit: Derbeth (Flickr)
  40. 40. ✓KEEP IT SIMPLE AND EXCITING #23 Write a Solid App ✓AWARDS & SOCIAL PROOF Description ✓BULLET-POINT MAIN FEATURES
  41. 41. Description Think Top To Bottom: Pay Attention To The First Lines
  42. 42. #24 Get An Analytics Provider Keywords, Rankings, Features, Reviews, Repeat Usage, Downloads, In-App Purchases, etc.
  43. 43. #25 Don’t Cheat!
  44. 44. ASO #26 Design an Epic App Icon FIRST IMPRESSIONS MATTER
  45. 45. ASO #27 Update The Icon With Each Major New App Release
  46. 46. #28 Crowdsource Design
  47. 47. ✓ BEST FOOT FORWARD #29 Screenshots ✓ USE THEM ALL ✓ GET CREATIVE
  48. 48. #30 Promotional Artwork TIO NA L” N OT “ OP
  49. 49. Promo Graphics Android: “Featured” vs. “Promotional” Graphics FEATURED GRAPHICS PROMOTIONAL GRAPHICS
  50. 50. #31 Nominate App for Feature Image credit: bigpresh (Flickr)
  51. 51. ASO #32 Carefully Select The App’s Category APPLE RECOMMENDS FIRST CATEGORY FOR LISTING AND SECOND FOR SEARCH
  52. 52. #33 App Size Size Matters: Network vs. Wi-Fi Only Download Image credit: Brett Jordan (Flickr)
  53. 53. Product Launch
  54. 54. #34 Market Quickly FIRST TWO WEEKS OF AN APP’S LIFE ARE THE MOST CRITICAL Image credit: tpower1978 (Flickr)
  55. 55. #35 Market App Before Launch Image credit: miss pupik (Flickr)
  56. 56. #36 Pre-Launch Splash Page
  57. 57. #37 Rally Beta Testers Image credit: Kennisland (Flickr)
  58. 58. #38 Send Complete Info
  59. 59. #39 App Discovery Platforms
  60. 60. #40 Launch Near the Weekend Image credit: dafnecholet (Flickr)
  61. 61. New sjack! Timing #41 Coincide Launch With a Major Event
  62. 62. Use What You’ve Got
  63. 63. #42 Post-Launch Website
  64. 64. #43 App Merchandise
  65. 65. #44 App Video Trailer It’s a convincing way to bring the app to life. Keep it Short, Polished and Visual Distribute Smartly
  66. 66. Website #45 Prompt Mobile Users on Your Website
  67. 67. #46 Smart App Banners
  68. 68. #47 Customer Touchpoints Receipts, Envelopes, Menus, Place Mats, Containers, Cereal Boxes, Packing Tape, ...
  69. 69. #48 Email SEND TO EXISTING LISTS AND WEBSITE SIGN-UPS Tip OPTIMIZE FOR MOBILE & TARGET BY PLATFORM
  70. 70. #49 Your Email Signature Image credit: FutUndBeidl (Flickr)
  71. 71. #50 Change Your Voice Mail Message Recording Image credit: salimfadhley (Flickr)
  72. 72. #51 Put Links EVERYWHERE Homepage, Header, Footer, Social Media, Blog,...
  73. 73. #52 Submit to Alternative App Stores
  74. 74. Mobile App #53 Directories Social Bookmarking #54 Sites #55 Facebook Page
  75. 75. #56 Twitter Niche Social #57 Networking Sites #58 Online Forums
  76. 76. SlideShare #59 Presentation #60 Write a Blog Post #61 Write a Guest Post
  77. 77. Show Off Your Reviews #62 Submit to App Review Sites EXTERNAL LINKS TO APP PAGE IMPROVE RANKINGS SOURCE: ORGANIZATION FOR APP TESTING STANDARDS
  78. 78. #63 YouTube App Reviewers
  79. 79. Reviews #64 Always Encourage App Reviews Wherever You Can
  80. 80. #65 Influencer Strategy Image credit: Garry Knight (Flickr)
  81. 81. #66 Celebrity Endorsements
  82. 82. #67 Target App Store Employees Image credit: deege@fermentarium.com
  83. 83. Partners
  84. 84. #68 Secure a Launch Sponsor = WIN-WIN Image credit: jurvestson (Flickr)
  85. 85. SOCIAL SDKs #69 Integration OPEN APIs Matters AD PROVIDERS S GAME ENGINES E T C .
  86. 86. Leverage Your #70 Developers / Agency Obtain Preferred #71 Developer Status Associate Your App #72 With a Charity
  87. 87. #73 Carrier Pre-Installs
  88. 88. Advertising
  89. 89. #74 Mobile Ad Networks
  90. 90. #75 Social Ad Units FACEBOOK MOBILE ADS PROMOTED TWEETS
  91. 91. #76 SEM Went Mobile CLICK-TO-DOWNLOAD AD MOBILE APP AD EXTENSION DOWNLOADS ENGAGEMENT
  92. 92. #77 Print Advertising NEWSPAPERS, FLYERS, MAGAZINES, BROCHURES, POSTCARDS, ETC.
  93. 93. #78 Outdoor Advertising
  94. 94. #79 QR C DES NOT JUST FOR DOWNLOADING: SHARING AND REVIEWING APP
  95. 95. QR Codes Be Creative. Think About Where Your Customers Want Your App. BEER Image credit: rethinkcanada.com
  96. 96. #80 SMS Shortcode Campaign TEXT (KEYWORD) TO (SHORTCODE)
  97. 97. #81 ** StarStar ** X F Custom Mobile Marketing Numbers That Deliver Mobile Direct Response XFACTOR APP DOWNLOAD
  98. 98. #82 TV Commercial Make a TV Show #83
  99. 99. #82 TV Commercial #83 Make a TV Show #84 Product Placement
  100. 100. Pricing
  101. 101. #85 Offer a Test Drive Image credit: chaparral (Flickr)
  102. 102. #86 Cut The Price THE MAJORITY OF TOP APPS HAVE CUT PRICES AT LEAST ONCE Image credit: Craig Murphy (Flickr)
  103. 103. #87 Have a App Day (OR A FEW) Buzz = $
  104. 104. Public Relations
  105. 105. #88 Press Release #89 Media Outreach #90 Blogger Outreach Image credit: NS Newsflash (Flickr)
  106. 106. #91 Give Promo Codes Image credit: Gerard Girbes (Flickr)
  107. 107. #92 Enter Contests Image credit: Short and Longs / The Both And (Flickr)
  108. 108. #93 Have a Contest / Giveaway BEER ING DIRECT VIRAL VIDEO CONTEST ING DIRECT PHOTO CONTEST
  109. 109. #94 Live Demo Image credit: christophercarfi (Flickr)
  110. 110. #95 Conference or Trade Show Image credit: aforonda (Flickr)
  111. 111. #96 Hire a Street Team Image credit: ShopWise (Facebook)
  112. 112. #97 Sponsor a Real World Event Image credi: familym (Flickr)
  113. 113. #98 Host a Mobile App Launch Party
  114. 114. #99 Be Lucky Image credit: cygnus921 (Flickr)
  115. 115. DON’T FREAK OUT! IT’S JUST MARKETING. Image credit: storyvillegirl (Flickr)
  116. 116. The Bottom Line 2 1 OPTIMIZE FOR THE APP STORES MAKE A GREAT APP CONCENTRATE THAT MARKETS MARKETING AT THE ITSELF VERY BEGINNING 3 PRE-LAUNCH LAUNCH POST-LAUNCH
  117. 117. It’s Over! LEARN MORE. FIND OUT ABOUT THE BOOK. www.parisafoster.com/book @parisafoster

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