The document details key strategies for marketing mobile applications, emphasizing the importance of app store optimization, engaging potential users through visual and textual content, and leveraging various advertising methods. It highlights the significance of user metrics, targeted advertising, and re-engagement techniques to enhance app usage and retention. The content is guided by tips from Binay Tiwari, a mobile internet evangelist, aimed at increasing visibility and downloads of mobile apps.

1. Digital Marketing Webinar
App Marketing 101
Sep 26, 2014 | Binay Tiwari (Mobile Internet Evangelist)
www.digitalvidya.com

2. MARKETING
APP101

3. Presenter: Binay Tiwari
Mobile Internet Evangelist
• I <3 Mobile
10+ Years in Internet & Mobile
Connect on LinkedIn
www.linkedin.com/in/binaytiwari

4. Apponomy is
super competitive!
MILLION
APPS
1
OVER

5. Marketing
your App is
CRITICAL
to succeed!

6. Overview
Potential
Users
App on
Device
Page on
App Store

7. MAXIMIZE
the objective at each stage
Potential
Users
App on
Device
Page on
App Store
MAXIMIZE
Interest
MAXIMIZE
Conversion
MAXIMIZE
Usage

8. Page on
App Store

9. Prepare for the
Moment of Truth!
App file (.apk / .ipa)
• Key Services
• File size
Visual Assets
• Video
• Screenshots
Text & Other Elements
• Description
• Rating / Reviews

10. Step # 0
Key SDKs / Services in App
Measure Everything
• Install Tracking
• Usage Analytics
Voice of the Customer
• Bug Tracking & Support
• Rating prompt
Prepare to Engage
• Push Notifications
• Deep Linking

11. Show them!
Don’t expect them to read
Video
• Trailer
• Demo / Explainer
Screenshots
• All key features
• Image + Explanation text
Don’t forget Tablets!
• 7” & 10” layouts

12. App Description
Simple, but Credible
Pitch Effectively
• Title - 100 char only
• What app does & Who is it for
Gain Trust
• Privacy & permissions used
• Credibility - Awards, Top Rated, Users
Blend in Keywords
• Competitors
• Functionality & related terms

13. Ratings = WoM
Can make or break your app
Channel Effectively
• Rating prompt within app
• Track Bugs ; feedback / support within app
Respond to Reviews
• Reply publicly to users
• Setup a email helpdesk
Leverage Google+
• Default based on friends / most helpful
• G+ circles & +1 plays critical role

14. Reaching
Potential Users

15. Reaching Potential Users
• Website
• Blog
• POP
• Offline
Collaterals
Own
Media
• App
Reviews
• News
stories
• Featured
lis=ng
• App
Store
Op=miza=on
• Display
Ads
• Na=ve
Ads
• Incen=ve
Ads
• Offline
Media
Earned
Media
Paid
Media

16. Create an Smart Link
Smartly redirects users to right place
• Auto redirect based on device & OS
Use in all Offline Media
• Short & easy to remember
• e.g. www.hike.in/app
User
clicks
on
App
Link
PC
Or
Mobile
Android
Or
iOS
Web
page
with
links
Google
play
Store
Apple
App
Store

17. Customer Touchpoints
Reach existing user base
Desktop Website
• Prominent in header area
• Blog post about your app
• Newsletter / Mailer
Mobile site
• Prompt to download app
Offline
• Store / IVR
• Brochure / Flyer / Bill

18. Bloggers & PR
Leverage ecosystem partners
Create a Press Kit
• Logo / Description / Video / Screenshots
App Reviews
• Blogs
• App Discovery Sites
Publications
• Industry Stories
• Problem your App solves
• Cool Technology used

19. App Store Optimization
The new SEO!
Appear in more Search Results
• Functionality keywords
• Competition names
Higher Ranking
• Category Relevancy
• Uninstall Rate
Make a first impression
• Icon logo + Title
• Rating

20. Featured Listing
Leverage ecosystem partners
Reach out to App Store curators
• Demonstrate Uniqueness
• Most powerful form of free visibility
App Charts & Ranking Lists
• Top New Apps / Trending
• Function of #downloads amongst other
parameters like rating / uninstall rate etc
• “Big become Bigger”

21. Paid Media
Reach users as they browse other Sites & Apps
User
sees
ad
while
in
another
App
User
taps
(clicks)
your
Ad
User
taken
to
relevant
App
Store
page
User
evaluates
&
decides
to
Install
App
Once
app
is
installed,
User
launches
it
Ad
Impression
Click
Install
1
2
3
5
4

22. Metrics that Matter!
Key Metrics
• Ad Impressions
• Number of times Ad was displayed (User may or may not
have actually seen it)
• Clicks (or Taps)
• Number of times user clicked or tapped the ad
• Click Through Rate (CTR%)
• Clicks/Impression
Advertiser Pays per
• Impression [x1000]: Cost per Mille (CPM)
• Click: Cost per Click (CPC)
• Install : Cost per Install (CPI)

23. App Install Tracking
What is counted as an Install?
• User installs App and Opens it (launches)
• Launches within next 24-48 hours counted
• Advisable to use ‘Independent’ App
Tracking services
User tracked via temp device id
• iOS – Identifier for Advertisers (IDFA)
• Android – Advertiser ID (AID)

24. Two forms of
Mobile Advertising
1. ‘Organic’ Display Ads
• User gets app only if truly interested
• Higher cost due to drop-offs between
interest to install
2. Incentivized Ads
• Users get rewarded if they install your App
• e.g. Install App and get 200 coins in game
• Typically cheaper cost
• High volume often used to climb app store
rankings

25. Types of Ads
• Small
Strips
–
typically
300x50
• CTR
~0.5-­‐1%
Banners
• Full
Screen
–
typically
300x250
• CTR
~1-­‐5%
• Appearance
similar
to
App
content
• CTR
higher
than
regular
ads
Inters==al
Na=ve
?

26. Optimize Targeting
Reaching only relevant users
OS Version & Device Model
• Android 2.3 compliant?
• Compatible with low end devices?
User Personas
• Demographics
• Interests
Lots More: Location / Time /
• Location (Country, City, Area)
• Time / Day
• App Genre
• Wi-Fi / 3G (depending on App size)

27. Best Practices
Get more bang for your buck
Calculate eCPI (estimated Cost per Install)
• Keep a goal and optimize campaign to meet it
• Block traffic that is above the target eCPI
Use multiple media sources
• Networks / Exchanges
• App Discovery platforms
• Big direct publishers
Real Time Bidding (RTB)
• Use a programmatic buying platform that
automatically optimizes bids to your goal

28. App
on the device

29. Maximize Usage of the App
• User
Quality
• Ac=vity
levels
Measure
Everything
• Func=onality
Used
• Demographics
• Loca=on
• Push
No=fica=ons
• Retarge=ng
Ads
• Deep
Linking
Profile
User
Engage

30. Usage Analytics
Pulse of your App Users
Basic Quality of each source
• First launch
• Frequency of Usage
• Session Duration
• Uninstall rate
Active Users
• Monthly Active Users (MAUs)
• Daily Active Users (DAUs)
Funnels & Goals
• Drop Off points

31. Push Notifications
Reach exactly the users you want to
Targeted offer / benefit
• Customized to the set of users
• Incentive to Re-Engage with the App
Careful not to spam
• User will uninstall App
• User will block notifications from this App

32. Deep Linking
Take users to the right place within App
e.g. Specific
Functionality within
App
• Clicking a rental location takes
user to the may mode directly
with locations marked, instead
of home page of app
e.g. Specific Product
listing within App
• Clicking ad for laptop takes
user to list of laptops instead of
home page of app

33. Re-Engage & Re-Acquire
Lost Users
Retargeting user via Ads in other Apps
• based on device id (IDFA / AID)
ReEngage
Open
in
App
ReAcquire
Take
to
App
Store

34. Review
Potential
Users
App on
Device
Page on
App Store
MAXIMIZE
Interest
MAXIMIZE
Conversion
MAXIMIZE
Usage
• Own Media
• App Reviews
• App Store
Optimization
• Advertise
• Video
• Screenshots
• Description
• Ratings
• Usage Analytics
• Push Notifications
• Deeplinking
• ReTargeting

35. Questions?
Connect
with
Binay
on
LinkedIn
www.linkedin.com/in/binay=wari

36. www.digitalvidya.com
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