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THE APPS MARKETING PLAYBOOK November, 2010

The App Marketing Playbook

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AppsMarketing.mobi – A marketing firm that specializes in mobile app strategies, marketing execution for big brands and garage developers.

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Page 1: The App Marketing Playbook

THE APPS MARKETING PLAYBOOK

November, 2010

Page 2: The App Marketing Playbook

THE APP MARKETING PLAYBOOK

1. AppsMarketing.mobi Intro2. The State of App Discovery Today3. Mobile Apps – Why All The Fuss?4. Big App Challenges5. Real App Data 6. Apps that Succeed7. 5 Tips to Rule The Mobile App Charts8. Make Money Along The Way

Page 3: The App Marketing Playbook

APPSMARKETING.MOBI INTRO

Harel ShattensteinA Professional blogger and founder of Talkingmobile.com, as well as an established journalist covering the telecom industry. His passion and knowledge of the mobile world is unmatched. Harel is currently on the AppsMarketing Advisory Board.

Oren TodorosOren's success stems from leveraging new media marketing tools and tactics by sparking interactions on the web's leading social sites. Oren has worked with a diverse group of clients. Whether it's video or blog posting, Oren keeps his finger on the pulse of the new media industry.

AppsMarketing – A marketing firm that specializes in mobile app strategies and marketing for big brands and garage developers.

Launched in Dec 09 – AppsMarketing has lead the marketing initiatives for apps such as The Official Bar Refaeli App - The Penguins of Madagascar – Megamind and many more…

Page 4: The App Marketing Playbook

OUR STORY

Our passion for the mobile app industry mixed with new media marketing set the foundation for AppsMarketing.mobi

WHAT WE DO

59.83% of mobile internet usage is spent on social networks. We bring your apps to life by sparking conversations where your audience participating by creating smart, tailor made marketing campaigns. Our strategies begin first and foremost with research and segmentation followed by understanding the competitive landscape within your app's category.

Services include mobile ad campaign creation and management, PR tactics, cross app marketing as well as working directly with mobile development teams from the ground up.

APPSMARKETING.MOBI INTRO

Page 5: The App Marketing Playbook

Our clients apps range from various categories, segments and demographics such as Storybooks, Social, Entertainment, Lifestyle and Games.

CLIENTS SNAPSHOT

Babller: Post status messages on Twitter, FaceBook and LinkedIn in many languages.

Medley: A creative and entertaining new approach to the classic Anagram Word Puzzles.

Bar Refaeli: Official AppExclusive videos from interviews and campaigns.

The Soul Mate Within:Unleash the law of attraction,Attract your ideal soul mate.

Megamind StoryBook:Featured New & NoteworthyBased on the DreamWorks Animated Movie.

The Penguins of Madagascar:#1 Top iPad Book App. Packed with activities that entertains kids of all ages.

APPSMARKETING.MOBI INTRO

Page 6: The App Marketing Playbook

APPS MARKETING AD NETWORK

Combining the power of high quality mobile app content, with a top-tier ad network creates incredible value for mobile app advertisers.

AppsMarketing Ads brings together the biggest app review sites and influencers, making it the premier network for promoting your app in front of the widest, most targeted mobile app audience online. AppsMarketing Ads are the shortest distance between your app and its users.

APPS MARKETING AD NETWORK

Combining the power of high quality mobile app content, with a top-tier ad network creates incredible value for mobile app advertisers.

AppsMarketing Ads brings together the biggest app review sites and influencers, making it the premier network for promoting your app in front of the widest, most targeted mobile app audience online. AppsMarketing Ads are the shortest distance between your app and its users.

APPS MARKETING - TOP APP REVIEW PARTNERS

APPSMARKETING.MOBI INTRO

Page 7: The App Marketing Playbook

.VS

WORLD OF PAID

WORLD OF AWARENESS

APP MARKETING STRATEGIES

Page 8: The App Marketing Playbook

Discovering apps today, is like drinking from a fire hose.In a sense, we’re right back to where the web was in the early 90’sOverload of apps - Too many app stores - Short amount of time

WEB vs APP Discovery

Webpages are discovered through Google search or a memorable URL address. The results you get back from Google take second-guessing as, in most cases, there is no information semantics describing a webpage or its relationship to other pages.

On the contrary apps are published with semantic information as part of the submission process; genre, description, etc..

WEB - Good search but lack of discoveryMOBILE - Good discovery but lack of search.

THE STATE OF APP DISCOVERY

Page 9: The App Marketing Playbook

Moving forward apps are going beyond mobile. Not only to tablets but also to the web (Chrome Web Store), the desktop (Mac App Store) and the billions of connected devices out there from TVs to cars.

What is an app really? It’s not just a bunch of code and a fancy UI. Apps are the new channel for delivering services and experiences in mobile devices, taking over from the old world of web pages, texting, ringtones, wallpapers, MMS, Mobile TV – and some would argue voice, too.

Triggers: An industry in its infancy – Roughly 3-4 years since Android LaunchThe speed of innovation – app development time is short300,000+ iPhone Apps – 100,000 Android AppsIf you can do it on your PC you can do it on your phoneUser Perspective -Taking your content with you on the goMarketing Perspective - Reaching you on the go

APPS – WHY ALL THE FUSS?

Page 10: The App Marketing Playbook

YOU AND I are not Oprah - Brand names are taking up very limited retail space.

Apps have to have significantly high value to make an impact.

No MARKETING mechanism on the Apple App Store.

MonetizationFree, Paid, Freemium, Ads???

Developers don’t know where to start.

Marketers are still fixated on the web marketing tactics.

THE BIG APP CHALLENGE

Page 11: The App Marketing Playbook

More games for iOS than 4 generations of game consoles.

ROI Measurement is somewhat problematic.Requiring code to be implemented in the app.

Will it be approved? Investing hundreds to a few thousand dollars on an app that may not be approved.

"We will reject Apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it."

MORE APP CHALLENGES

Page 12: The App Marketing Playbook

Total US Paid Apps: 18,623Total US Free Apps: 35,089

Books category is as competitive as Games.

Categories are broken down into sub-categories for level out the playing field.Games-Action-Adventure-Arcade-Board Games- Etc…

TIP: If your app is not a GAME pick a better category.

REAL APP STORE STATS

Page 13: The App Marketing Playbook

Your “GAME APP” isn’t really competing with 300,000 apps. In fact, the number is right around: 53k.

There are roughly 18.6k Free apps in the US App Store

There are roughly 35k Paid apps in the US App Store

The Books category is as competitive as Games.

TIP: Guessing how much your app should be sold for is not a strategy.

Resource: http://www.mobclix.com

REAL APP STORE STATS

Page 14: The App Marketing Playbook

Resource:

http://www.mobclix.comDetailed app stats, segmented by categories

http://www.appannie.comInsights into 297,899 apps by 68,836 companies across 90 countries

http://www.appstorehq.com/Library of great apps with a social flavor

REAL APP STORE STATS

Page 15: The App Marketing Playbook

OWN YOUR SOCIAL PRESANCESLEVERAGE USER GENERATED CONTENTLOVE LETTERS – NOT PR PITCHESGOOGLE’S HOT SPOTIN APP CROSS PROMOAPP STORE’S ADDED VALUE

TIPS TO RULE THE APP CHARTS

Page 16: The App Marketing Playbook

59.83% Social Networks Percent of Time Spent on Mobile Internet Usage by Category

70% of bloggers are organically talking about brands on their blogs.

38% of bloggers post brand or product reviews.

Twitter and Facebook have almost the same male-female ratio; Twitter with 59% female users and Facebook with 57%.

Think vertical. Your Mom, Dad, Sister, Brother probably have never and will never read app review blogs.

YOUR AUDIENCE IS WAITING

Page 17: The App Marketing Playbook

OWN YOUR SOCIAL PRESANCE

Page 18: The App Marketing Playbook

SAY IT WITH IMAGES AND VIDEO

Page 19: The App Marketing Playbook

PATH APP TRAILER DONE RIGHT

Page 20: The App Marketing Playbook

Hundreds of Thousands of Views

LEVERAGE USG

Page 21: The App Marketing Playbook

Hello, You don't know me, my name is Bruce and I am a Moose!

I live in a new iPhone app called "Find Bruce" (because I like to hide and you should find me!). It's an iPhone game made for little kids!

I know there are some other new "apps-for-kids", but I like to think that I'm special…

LOVE LETTERS – NOT PR PITCHES

Page 22: The App Marketing Playbook

PR GOING BACK A STEP

Page 23: The App Marketing Playbook

GOOGLE’S HOT SPOT

Page 24: The App Marketing Playbook

"iShotgun Pro" is the full version of the successful and addictive skeet shooting game "iShotgun Lite"

YOUR APP HERE

IN APP CROSS PROMOTION

Page 25: The App Marketing Playbook

Halloween, Christmas, Valentine's Day, pretty much any holiday is perfect leverage for promoting your app.

Try to schedule your apps release just in time with a major occasion, weather that be a holiday or other worldly event. This was especially true for soccer game apps around world cup time. Vuzvuzella app anyone!?

KEEPING UP WITH THE TIMES

Page 26: The App Marketing Playbook

1. Reviews are essential for any application’s success2. Your apps title is also prime opportunity to grab a user’s attention.

i.e.: Doodle Jump – BE WARNED: Insanely Addictive!3. Screenshots, this is your time to shine! make sure you wow them with the

most visually stunning screenshots your app has to offer.

APP STORE’S ADDED VALUE

Page 27: The App Marketing Playbook

• Free apps need to reach critical mass to before they can convert with up-sell• Ad Based Apps are annoying, but not annoying enough.• Paying even a little money for an unknown app is something people don’t want to do. And by people, I mean me.

In App Purchasing: A look at the top-grossing iPhone apps today finds 34 of the top 100 apps are free, but make their money through in-app purchases of mostly virtual currencies as well as other premium features. Remco van den Elzen, CEO of analytics firm Distimo, said he believes in-app purchases now represent about 30 percent of all iPhone App Store revenue. “We’re seeing more developers implement more in app-purchases especially with games,” he said. “Freemium Apps are also picking up significantly. A lot of developers realize it’s a successful model.” via One Third of Top-Grossing iPhone Apps Are Free: Tech News

MONETIZING YOUR APP

Page 28: The App Marketing Playbook

KEY TAKEAWAYS

Pricing: It’s always easier to go down than up

Don’t expect people to simply find it.

Say it with Images and Video

Invest in Design

Sell the need, not the featuresFeature: a prominent attribute or aspect of something.Need: a condition requiring relief.

AppsMarketing.mobi

E-mail: [email protected]: +972 52 759 6521Skype: Oren.TodorosTwitter: @Apps_Mktg

AppsMarketing.mobi

E-mail: [email protected]: +972 52 759 6521Skype: Oren.TodorosTwitter: @Apps_Mktg

CONTACT US