10 Strategies for App Marketing presentation

1,180 views

Published on

Webling's presentation by Rick Salter for AIMIA's Marketing Your App event, 31st May, 2012, Sydney, Australia. The presentation includes 10 strategies for app marketing

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,180
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
44
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

10 Strategies for App Marketing presentation

  1. 1. marketing your appRick Salter : Webling Interactive
  2. 2. Yay, Statistics! • Australia has the 7th highest percentage of smartphone penetration globally (33%) • The average iPhone user downloads an average of 48 apps each month (including upgrades) • App download & usage represents the largest percentage of data usage activity on smartphones (~75%) • Smartphone sales (globally) are expected to increase by 25% from 472 million in 2011 to 630 million in 2012 Go-Gulf.com infographic report, Jan 2012
  3. 3. Yay, Statistics! • Australia has the 7th highest percentage of smartphone penetration globally (33%) • The average iPhone user downloads an average of 48 apps each month. • App download & usage represents the largest percentage of data usage activity on smartphones (~75%) • Smartphone sales (globally) are expected to increase by 25% from 472 million in 2011 to 630 million in 2012 Go-Gulf.com infographic report, Jan 2012
  4. 4. Two Marketing ScenariosSERVICE EXTENSION MARKETING Mobile Banking Home Loan Calculator
  5. 5. Two Marketing ScenariosSERVICE EXTENSION MARKETING Mobile Banking Home Loan Calculator
  6. 6. Two Marketing ScenariosSERVICE EXTENSION MARKETING Mobile Banking Home Loan Calculator
  7. 7. What constitutes success?• Is it downloads?• Is it Repeat usage?• Is it a positive brand experience?
  8. 8. Location, Location, Location• 80% of App Search takes place in the App Store• App stores are category, search and recommendation engines rolled into one• Aim at Page 1 or 2 in your App’s primary category listing• Appear in the first page of results for any relevant keyword search.• Investigate “editorial” opportunities Average rank jump after being featured:
  9. 9. How does ranking work? Your rank is based on the last 3-4 days of downloads, with today’s mattering the most.Rank = + + + Today’s Yesterday’s Downloads from Recent Downloads Downloads 2 days ago Activity Recently however, there are whispers that it’s not just all about downloads anymore – that how often your app gets used is factored into your rank as well. So you need to drive downloads and encourage repeat usage.
  10. 10. 10 Strategies for App Marketing, (plus one) 1. Awesome Submission Assets 2. Mobile Display 3. Mobile Search 4. Seeding & PR 5. Affiliate Marketing 6. Earned media – Forums & App reviews 7. The Social Grid 8. Leverage Existing Channels & Engage 9. Reward Loyalty, Stay Visible 10. Measure and Refine & Upgrade 11. The missing ingredient
  11. 11. 1. Awesome Submission Assets
  12. 12. 2. Mobile Display• Buy advertising space in the platform you’re promoting• A number of mobile advertising networks are available (such as Google Admob or inMobi)• Inventory can be purchased through different models (CPM, CPC) etc.
  13. 13. 3. Mobile Search• Target audience for your service• Incorporate offers/coupons to incentivize click through• Consult experts with your ad network
  14. 14. 4. Seeding & PR• Find influencers in your app’s category/industry• Food / Fashion / Lifestyle / Gaming is especially relevant here – a galaxy of blogs/influencers• Offer pre-release copies of the app for review – build buzz prior to release, like a movie• Get your PR agency involved – engage trade media as well as consumer media (depending on brand)
  15. 15. 5. Affiliate Marketing• Consider partnering with complimentary brands to promote your app for mutual gain (co-branded offers)• Group Buying platforms
  16. 16. 6. Earned Media – forums & app reviews• Submit app to app review sites & online forums: 148apps.com MIiPadApps.com TheDailyAppshow theiPhoneAppReview AppRater Apptism FreshApps• Offer previews / pre-releases• Create an app video showcase for ease of sharing/syndication
  17. 17. 7. Using the Social Grid• Promote the App via your brand’s facebook/twitter profile• Integrate social sharing within the app, adding incentives where possible• Create a video showreel of the app on YouTube/Vimeo and promote it via FB/Twitter
  18. 18. 8. Leverage existing channels• Promote the app to your customer base using all existing channels – Website, EDM, Direct Mail, SMS, CRM etc.• Facebook, Twitter, YouTube channel.• Even more options available for service extension apps (statements, etc.)
  19. 19. 9. Incentivise and reward loyalty• Is there something you can offer?• Build progressive achievement and incentives into the app• Build in notifications and alerts into the app where possible/useful to the user
  20. 20. 10. Measure, Refine and upgrade• Analyse which mechanics work best• Tweak and upgrade the App periodically
  21. 21. 11… The missing ingredient…
  22. 22. 11… The missing ingredient…
  23. 23. 10 Commandments for making a great app 1. Make it unique, or make it better 2. Design it twice 3. Let them play straight away 4. No Smoke & Mirrors 5. Will it work in the real world? 6. Is it a joy to use? 7. How will people share it? 8. What will the haters say? 9. Plan to promote it 10. Plan to support it
  24. 24. Thank you!webling interactiveExtraordinary Digital Brand Experienceswww.webling.com.au

×