Digital Marketing Webinar App Marketing 101
Sep 26, 2014 | Binay Tiwari (Mobile Internet Evangelist)
www.digitalvidya.com
MARKETING APP 101
Presenter: Binay Tiwari Mobile Internet Evangelist
• I <3 Mobile
10+ Years in Internet & Mobile
Connect on LinkedIn www.linkedin.com/in/binaytiwari
Apponomy is super competitive!
MILLION
APPS 1
OV
ER
Marketing your App is CRITICAL
to succeed!
Overview
Potential Users
App on Device
Page on App Store
MAXIMIZE the objective at each stage
Potential Users
App on Device
Page on App Store
MAXIMIZE Interest
MAXIMIZE
Conversion MAXIMIZE
Usage
Page on App Store
Prepare for the Moment of Truth!
App file (.apk / .ipa) • Key Services • File size
Visual Assets • Video • Screenshots
Text & Other Elements • Description • Rating / Reviews
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
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
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
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
Reaching Potential Users
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
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
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
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
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
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”
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
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)
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)
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
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
?
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)
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
App on the device
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
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
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
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
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
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
Questions?
Connect with Binay on LinkedIn www.linkedin.com/in/binay=wari
www.digitalvidya.com
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