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App marketing, PR, best practices and business model
Le rapport de Michelle Blanc sur le marketing numérique traite des meilleures pratiques pour le lancement et la promotion d'applications mobiles. Il explore également les différences entre le web mobile et les applications, en soulignant les opportunités de revenus, les préoccupations légales et les raisons de succès ou d'échec des startups. Enfin, il préconise l'importance de démarrer le marketing tôt, de bien nommer l'application et de créer une proposition de vente unique.
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- 1. Marketing Numérique Michelle BlancM.Sc App marketing, PR, best practices and business model (extract from a confidential report for www.csircorp.com )
- 2. table of contents •Appkey path of success • App (and/or) Mobile Web • Pre-Launch mkt & PR • Press release • Media • Events • App stores and ASO • Naming the app • App Icon & USP 2
- 3. table of contents •App best practices, strategies, tools • Business model insights • App revenus • Legal, success and failure essentials 3
- 4. App (and/or) MobileWeb 4
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- 8. Mobile web vs.app traffic for top 50 mobile properties 8 Source : http://venturebeat.com/2015/09/25/wait-what-mobile-browser-traffic-is-2x-bigger-than-app-traffic-and-growing- faster/
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- 12. •Morgan Stanley saysthat mobile browser audiences are two times larger than app audiences across the top 50 mobile properties and have grown at a slightly faster rate over the past three years. 12 Source : http://www.wired.com/2016/04/wait-web-isnt-really-dead-google-made-sure/
- 13. Hybrid HTML5 GainsMomentum •While some developers will always prefer native mobile apps, hybrid HTML5 application development will continue to gain momentum in the enterprise and with consumer apps, said Fima Katz, CEO and founder of Appery, makers of the Appery.io mobile application development platform. "Hybrid HTML5 will become the most obvious choice for most enterprise use cases in 2016," he predicted. 13 Source : http://www.enterpriseappstoday.com/management-software/10-mobile-app-trends-for-2016.html
- 14. The language ofapps 14 Source : http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/
- 15. Pre-Launch mkt &PR 15
- 16. The 7 Keysto an Effective Pre-Launch Mobile App Marketing Strategy •Start marketing your app long before its launch date. •Engage potential customers, users, and other interested people early and often. •Do not underestimate the importance of email in engaging “normal” users. •Get early customer input on key features; let users stake a claim in the creation of the app. 16 Source : http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch
- 17. •Publish sneak peaksto generate excitement around your app. •Use beta testers and influencers to help with word-of-mouth marketing. •Get your press kit and launch materials in order before you submit your app for review. 17 The 7 Keys to an Effective Pre-Launch Mobile App Marketing Strategy Source : http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch
- 18. Mobile App PRTips •Target early adopters •Craft story angles for key audiences •Build a strong online presence •Consider App Store optimization 18 Source : http://www.walkersands.com/How-Mobile-App-Pr-Leads-To-A-Successful-Launch
- 19. Creative Ways toPromote Your App •Build a microsite, then a teaser website, then add a blog •Share content with Facebook, Twitter, G+, linkedIn •Create a product video • Get press (Write personnally to journalists) •Pitch to app review websites ( 148apps, AppStoreApps and AppAdvice ) 19 Source : https://www.entrepreneur.com/article/229305
- 20. Creative Ways toPromote Your App •Contact bloggers who would care • Apply for awards (Kiip Build Fund or The Mobileys) •Always be collecting emails •Create a six-second how-to series (The hashtag #howto is one of the top trending tags on Vine.) •Make good use of App Store Optimization 20 Source : https://www.entrepreneur.com/article/229305
- 21. •Integrate social withinthe app •Implementing smart apps banner (ref: https://david- smith.org/blog/2012/09/20/implementing-smart-app- banners/ ) 21 Creative Ways to Promote Your App Source : https://www.entrepreneur.com/article/229305 and https://david-smith.org/blog/2012/09/20/implementing-smart- app-banners/
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- 23. How to Writea Press Release For Your App 23 Source : http://www.apptamin.com/blog/write-press-release-app-launch/
- 24. A. App Iconand app name / Company B. Subject line C. Summary line D.Introduction E. Screenshots F. Description 24 How to Write a Press Release For Your App
- 25. How to Writea Press Release For Your App G.Pricing, availability and coming up H.Website URL and info I. About your company J. End of the press release K. Media contact information 25
- 26. •APP REVIEW SITESFOR MOBILE INDIE DEVS! https://www.sellmyapp.com/how-to-create-an- app/list2.php# • The Holy Grail List of App Review Sites (100+ and Counting) http://www.appbattleground.com/2013/10/26/be st-app-review-sites/ 26 Media to focus on
- 27. Events Lists •AppBatleground appreview sites Spreadsheet • https://docs.google.com/spreadsheets/d/1eBqBSTl_R0kpFMzYmwT54ZQYGvEHEoGTPzSuO69iUWQ/edit •Top Mobile App Conferences and Events To Go To In 2017 • http://www.businessofapps.com/top-mobile-app-conferences-events-2017/?utm_source=Business+of+Apps&utm_campaign=c411acd197-BOA+Newsletter+- +12th+January&utm_medium=email&utm_term=0_1857f86fb4-c411acd197-202535433 •CIO guide to top tech conferences • http://www.cio.com/article/2976667/it-skills-training/your-guide-to-top-tech-conferences.html •2017 TECH CONFERENCES: THE #1 TECH EVENTS GUIDE • http://blog.bizzabo.com/technology-events •What are the major technology events in a given year? • https://www.quora.com/What-are-the-major-technology-events-in-a-given-year •TechMeme http://www.techmeme.com/events 27
- 28. Crunchbase •Major database includingcompanies, people, investors, funding rounds, acquisitions and events relating to tech, VC and start-up industries. A must see and have •https://www.crunchbase.com/#/home/index •$348/yr/user 28
- 29. App stores andASO 29
- 30. The best performingapp store 30 Source : https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf
- 31. 31 The most lucrativeapp store (for now) Source : https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf
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- 33. What are themechanics of ASO (App Store Optimization)? •Main Factors •Title •Keywords •Secondary Factors •Total # of Download •Ratings and Reviews 33 Source : https://blog.kissmetrics.com/app-store-optimization/
- 34. The App StoreFactors Users Really Care About 34 Source : https://www.tune.com/blog/mobile-report-the-app-store-factors-your-users-really-care-about/
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- 38. The top 50words were: •“free, pro, tracker, weather, music, photo, video, mobile, news, iphone, calculator, gps, guide, manager, player, instagram, editor, best, edition, live, new, map, text, radio, maker, daily, videos, camera, bible, hd, voice, game, photos, get, plus, phone, emoji, maps, scanner, english, dictionary, games, google, keyboard, calendar, baby, sleep, audio, reader, world” 38 Source : https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
- 39. •Choose a namethat is 2-6 words long. •Be descriptive and include your main keyword / category (photo, music, video, news etc) •Consider using a – to seperate your name and pitch. •If you have a longer name consider how it will wrap on different devices. 39 Naming the app Source : https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
- 40. •Clear – Tasks,Reminders & To-Do Lists •Shazam – Discover music, artists, videos & lyrics •Waze – GPS, Maps & Social Traffic 40 Naming the app, example Source : https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
- 41. App Icon &USP 41
- 42. App Icon • Whenyour app shows up in the search results, an attractive icon plays a big role in attracting the user to download your app. Mobile app Trainz Driver sold 20 times as many units after an icon change. •Use the Icon Gallery as a reference http://iosicongallery.com/ 42 Source : https://www.entrepreneur.com/article/227905
- 43. Unique Selling Proposition •YourUSP is a short statement (1-2 sentences) that tells customers why your app is so special. •“A USP is not merely a slogan — it is your company’s DNA and reason for being. If you cannot summarize exactly what sets you apart in one or two sentences, you are not unique enough within your marketplace.” – Perry Marshall, Marketing Consultant 43 Source : http://www.buzinga.com.au/buzz/1-page-business-plan-for-app-startups/
- 44. App best practices,strategies, tools 44
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- 49. App Marketing, statsand keywords tools • https://www.tune.com • https://www.appannie.com/ • http://www.appcodes.com/ • https://searchman.com/ • https://www.appnique.com/ • http://www.gummicube.com/ • https://appradar.com/ 49
- 50. Curated Directory ofTools & Resources on App Marketing and Mobile Growth • http://appmarketingstack.com/ 50
- 51. In-app analytics • https://developer.yahoo.com/analytics/ •https://www.google.com/analytics/mobile/ • https://www.appsee.com/ • https://mixpanel.com/ 51
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- 53. Business model insight •Thiswork provides the first basic evidence of the major factors that affect the app success in terms of comparative revenue, exploiting the relationship between ranks and sales previous works have demonstrated. Particularly, the effect of the business model on app performance is remarkable as well as surprising. In contrast to many claims from industry insiders (e.g., Spriensma 2012) our analysis seems to suggest that paid apps seem to pay more than free apps. 53 Source : https://www.pomsmeetings.org/confpapers/043/043-0354.pdf
- 54. •App developers cancreate service-related apps or deliver one that provides original intellectual property (IP). It is worth noting that the process involved in developing these two types of apps varies significantly. Service related apps are easier to tackle of the two and require less creativity as most of the requirements are outlined by the service providers the apps are designed to support. The rewards to develop an original IP app, however, are superior to those of developing a service related one. 54 Business model insights Source : http://www.ictc-ctic.ca/wp-content/uploads/2012/10/ICTC_AppsEconomy_Oct_2012.pdf
- 55. • Consultation withCanada’s apps developers shows that business and communications apps are in highest demand 55 Business model insights Source : http://www.ictc-ctic.ca/wp-content/uploads/2014/02/AppificationFeb2014.pdf
- 56. •The latest development-- which could revolutionize the retail industry -- is Apple's location-sensing iBeacon technology. If a customer has downloaded an Apple store app and goes into, say, a department store, iBeacon sensors can recognize that the customer has walked in and send special offers to a smartphone or guide the customer to a specific item, among other possibilities. 56 Business model insights Source : http://searchcrm.techtarget.com/feature/Location-based-apps-present-opportunities-and-data-challenges
- 57. •Cellular connectivity canbe spotty. Mobile apps depend on ubiquitous connectivity, but cell service can be spotty — especially indoors. Nordstrom ran into issues when it found out that most of its stores had poor or no cell service. This is a common issue, as 63% of retailers indicate that most of their store locations have poor cell service. To correct this, Nordstrom had to invest millions of dollars to outfit its stores with ubiquitous wireless local area networks (WLANs). 57 Business model insights Source : Make Smart Wireless Location Technology Decisions Forrester
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- 59. •Most of appbusiness model analysis relies on •Paid for by consumers •In-app purchase •Publicity 59 Business model insights
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- 63. Legal, success andfailure essentials 63
- 64. Legal concerns •LOCATION DATAPRIVACY GUIDELINES, ASSESSMENT & RECOMMENDATIONS https://iapp.org/media/pdf/resource_center/LocationDataPrivacyGuidelines_v2.pdf •Geolocation: Risk, Issues and Strategies http://www.isaca.org/groups/professional- english/wireless/groupdocuments/geolocation_wp.pdf •Privacy is the major hurdle Fear of big brother 64
- 65. Start-up failure raisons •BE WARY OF THE PIVOT • pivoting for the sake of pivoting, or to expand on a shaky business model will almost always guarantee disaster • TOO BIG TOO HANDLE • it’s important to grow your business for the right reasons • BE WARY OF WHO YOU GET IN BED WITH • While it is possible to work with friends and family, it requires completely honest communication, both parties must understand that it really is nothing personal, and, perhaps most importantly, vest your ownership • THE DOUBLE-EDGED SWORD OF SEO • The issue was that due to its effectiveness, the founders became blind to other models of customer acquisition and developed an overreliance on a model they had absolutely no control over. 65 Source : https://foundrmag.com/4-startup-case-studies-failure/
- 66. 4 Essentials forSuccessful Mobile Apps •Solve a problem •Make it intuitive •Start marketing in advance •Be strategic about distribution 66 Source : https://www.entrepreneur.com/article/226732
- 67. Browsers, not apps,are the future of mobile •Proclamations of an all-native mobile app world ignore the fact that browsers and the web are fast becoming the mobile operating system of the future, and native apps are slowly dying. •The average American now downloads zero apps per month •The web is and will always be the most popular mobile operating system in the world—not iOS or Android. 67 Source : https://medium.com/swlh/browsers-not-apps-are-the-future-of-mobile-c552752ff75#.eizfnl95i
- 68. 68 Merci Beaucoup! Michelle BlancM.Sc. et visitez Blogues : www.michelleblanc.com