The document discusses strategies for marketing iPhone apps, including ranking highly in the App Store through sales, ratings, and promotion from Apple. It recommends optimizing the app name, keywords, and metadata for discoverability on the App Store and through search engines. Additional tips include driving traffic through a website, social media, advertising, and affiliate marketing to measure sales and optimize promotions.

1. Market your iPhone app DDMA iLounge Mobile Marketing – 22 September 2009 Martin Voorzanger – Head of Internet Marketing

2. Marketing your iPhone app Today’s topics: iPhone (and iPod touch) for Dummies (are there any?) App Store marketing strategies Promoting our app in the App-o-system (Mobile) advertising Measuring sales Brought to you in 25 minutes…

3. Source: AdMob Mobile metrics

5. Source: AdMob mobile metrics

7. Note: 1,500,000,000 / 65,000 = 23 downloads/app

8. AppStore marketing strategies ‘ The majority of app discovery happens through browsing and search on the mobile device ’ – AdMob Mobile Metrics, aug-09 So: How to get into the “Top 25” or “What’s Hot” list? How to ensure app discoverability?

9. Ranking in the App Store Each app has primary and secondary category (Weather, Finance, Travel, Navigation, Sports, ..) Various rankings: overall (per App Store), per category, paid vs. free – rank changes at least daily. So choose your category wisely! My formula (unverified): Ranking = sales per day (units) * rating * Apple factor Apple factor = €€€ * coolness * spotlight theme

10. Discoverability in the App Store Search result set based on: Company name App name App keywords (max. 100 chars/12 keywords) – can’t be changed Search result ranking: App Store Ranking Ratings/reviews – don’t matter (for search), but do for conversion

11. Strategy Get your app to a top position by (rank/search): Create a killer app Submit your app wisely (mainly app name and keywords) Synchronize all your marketing efforts Drive App Store traffic and sales Monitor the position and optimize

12. Promoting our app in the App-o-system Create buzz and synchronize marketing efforts: Traditional and social media coverage Online presence Advertising Affiliation The good, bad and ugly SEO And a little help from a friend

13. TomTom app = TomTom turn-by-turn navigation software + specific map-cut (for instance Benelux or Western-Europe) for iPhone 3G/3GS Sold in 11 App Stores (line-up varies per App Store) Size varies from 85 Mb to 1.44 Gb Price range €62,99 - €99,99 Supplementary TomTom car kit coming soon TomTom app for iPhone

15. Start spreading the news.. Source: Google News

16. Media coverage

17. Microsite web & mobile

18. Make sure you properly support Safari (50% browser share) and iPhone (>10% OS share) Optimize for SEO (page title, localization, sitemap.xml) Build your own database as iTunes ‘owns’ the customers Microsite - some tips

19. Microsite – social media links

21. Social Media Source: O’Reilly Radar / Hashtags.org

22. Twitter WWDC App in Store Twitter.com/TomTom reclaimed Source: Twittercounter.com

23. YouTube

24. Affiliation Join the iTunes affiliate programme at Tradedoubler, LinkShare and DGM Normal split: 70%-30% per sale Via affiliation: 74-26%! … and provides additional stats: Clicks Unique Visitors Sales per medium/source (when links ‘smartly’ encoded) Keywords

25. The good ‘ol SEO

26. iTunes Search Optimization.. all about tags

27. The new SEO…. Oeps!

28. A little help from Apple…

29. (Mobile) Advertising Search – Google AdWords (web + mobile) Display – AdMob (in-app + mobile websites) Targeting (device/version, connection speed) Requirement: approval for using Apple Trademarks

30. Search (web and mobile)

31. Mobile display Mobile display advertising: in-app and on sites Largest CPC mobile display advertising networks: AdMob Quattro wireless DeckTrade

32. Targetting – simple and advanced

33. Measuring sales… is hard iTunes App Store reports – daily marketing/sales report Hard to understand advertising RoAS – affiliation helps Hard to understand top/underperforming creatives and keywords What comes on top: Batch interface between iTunes and affiliate networks User switches between mobile and web Creating tracking URL that work and both web and mobile

34. 3 tips to take away Create your (first) app now – for branding, traffic, money (sales or advertising), database or just for experimenting. Submit your app wisely to ensure discoverability – focus on keyword research and copywriting Measure the success thru affiliation – to increase sales and get insights