Source: http://148apps.biz/app-store-metrics/
Existential crisis: questioning whether life has any meaning, purpose, or value.
Appistential crisis: questioning whether an app has any meaning, purpose, or value.
Focus on marketing strategies that lead users to make a purchase and tell their friends.
Preexisting Conditions• You built a product worth talking about.• You tirelessly work editorial connections at the app
store(s) and press outlets. • You did your homework on SEO, keywords, etc.• You implemented “rate my app,” sharing, and analytics if
reasonably acceptable to do so.• You track competitor mentions for intel, press leads, etc.
Because you’re operating a business, right?
Word of mouth matters.
Parents’ Media Sources • Parent watches or plays the content first 56%• Recommendations from friends 34%• Reputation of the company or network 33%• Child finds it his/herself 25%• Website reviews 13%• Newspaper or magazine reviews 5%
Source: Parenting in the Age of Digital Technology
Approach marketing like a record label
Engage 100
customers personally
Set goals and hold yourself to them
Sell 10% more apps each week.
What message are you sending?
Craft your elevator pitch.
Clear Messaging“When I went to the Williamspurrrrg landing page, despite scrolling through all the images, I had no idea what the game was about, who it was intended for or even what genre it is. I only got some of that info after reading several reviews.”
- Completely unsolicited email
No. Yes.
Focused Purpose – Download!
Eye gaze effect.
Video trailers1. Help consumers
“try out” the game2. Reviewers often
embed videos, so you maintain more control on the message
Source: Moz.comhttp://moz.com/blog/eyetracking-google-serps
Videos draw eyeballs on search pages.
Have a mobile-friendly site
About half of teens do most of their online browsing on mobile
Source: http://www.pewinternet.org/Reports/2012/Cell-Internet-Use-2012/Key-Findings.aspx
Source: http://blog.sharethis.com/
iPhone vs iPad Content Sharing
Humans share items that cause emotion, especially positive feelings.
Interest Amusement Surprise
emotionwisegroup.org
Timely + Funny
https://www.facebook.com/tocaboca
Guest Blogto boost your web visibility
but make sure your content is still
**worth sharing**
Participate*authentically*in FAQs and resource sites
And gracefully hock your wares
Dr. Carla’s Appistential Crisis Marketing Tonic
• Engage the customer personally• Focused message• Foster emotion (particularly surprise, interest,
and amusement) to encourage sharing
Source: http://blog.sharethis.com/
Do all this in the places your audience spends time
Resources• Moz.com• Made to Stick by Chip and Dan Heath• UnMarketing by Scott Stratten• Influence by Robert Cialdini• Pitch Anything by Oren Klaff