App marketing-ecommbrunch

App MarketingASO Techniques

Emilio Avilés@slashmobility

Digital content consumption

Mobile world

Mobile world

Instantaneity

Interaction

Segmentation

Personalization

Geolocation

Accessibility

Investment in mobile

App Marketing Overview

I Have a new app….

App marketing overview

• I have detected a user need

• I have analyzed the competitor and I have detected an opportunity

• I have found a buss. Model for our app which is scalable

• I have done all the use cases and we have double checked it with potential users

• I have designed the app using user experience and mobile app design best practices

• I have developed my app with enough quality and errors free.

• I have the approval

Which means…


I HAVE DONE ALL THE JOB!!! NOW I JUST NEED TO WAIT TO BECOME RICH & FAMOUS

ARE YOU SURE?

Some figures


18.000 New Apps per week

(WW)

250 New Books per week

(WW)

100 New Films per week

(WW)

More than 2 Millions of apps available in the stores

Which means…


IF YOU DON’T HAVE AN APP MARKETING STRATEGY YOU ARE FAR AWAY FROM …

AND CLOSE TO BECOME…

Some figures


Nearly two thirds of apps in Apple’s iOS App Store have

no more than 100 downloads, no ranking and

are invisible to users”

Source. GigaOM 2013

App discover methods


ASO


App Store Optimization – ASO - is the practice of optimizing various elements of your app submission (i.e.

title, keywords, description) in order to maximize your app’s visibility in app store searches.

ASO


55% of apps are discovered by users through search in app stores

If you are NOT using ASO to improve your rankings in the search for your application, you are missing the most

important channel for your application to be installed and visible.

Considering that mobile ecosystem is still in its nascent stage, it’s simpler to optimize mobile apps than webpages

And one more important thing… it’s CHEAP!

ASO


Over the last year, companies /developers have seen value in implementing basic ASO. This is because, like the early days of SEO, few competitive apps were taking the time to research and optimize for keyword search. However, the landscape is changing…

Why downloads are important


1. ASO GOALS: GET VISIBILITY TO GET MORE DOWNLOADS

1. MORE DOWNLOADS MEANS BETTER RANKING POSITION

2. BETTER RANKING POSITION MEANS MORE VISIBILITY

3. MORE VISIBILITY MEANS MORE DOWNLOADS

4. TOP RANKING POSITION WILL PROVIDE YOU ORGANIC DOWNLOADS

Virtuous circle

TOP Rankings… not and easy job


38.400 Per day (Overall Ranking)

25.300 Per day (Games Ranking)

Downloads are important…


TOP RANKINGS ARE JUST BASED ON DOWNLOADS

NO!!! There are other factors!

Overall App

Ratings

App Reviews

Engagement UPDATES &

USE

On-Page Relevant Factors

APP Title APP Description App Keywords (only iOS) APP Icon APP Category APP Screen Shoots App Video (only Android) App Google Plus (only Android)

Off-Page Relevant Factors

Total Downloads Rating Reviews Updates Usage Weight Link Building (only Google) *Trick: add a link to your app in

your email signatures.

Algorithm & Factors change over time


Search and Ranking Factors


App Marketing

There Are Things That Matter More Than Downloads

RETENTION


App Marketing

GET DOWNLOADS

RETENTION

KEEP THE USERS

ATTRACTION


App Marketing

Frecuency of use increases

in apps related with social networks

Retention increases in

apps that are providing new

contentregulary


App Funnel

ADQUISITION

RETENTION

$

Download

Use

Active User (MAUS)

Purchase

ARPU

Average Revenue per User


User needs & App Marketing

APPS TREND: APP USERS ARE JUST NOT LOOKING FOR “APPS

THEY ARE LOOKING FOR “LIFE EXEPRIENCE”, ADDED VALUE, LIFE STYLE &

COMMUNITY = EMOTIONAL CONNECTION

APP MARKETING


App Marketing 360º

TARGET & VALUES

COMPETITOR

360ª View

ENGAGEMENT

COMUNICATION SM

ACTIONS PRESS

EVENTS

USER BEHAVIO

UR

APP BEHAVIO

US

DOWLOAD &

RANKINGS

MONITORIZE

NAME DESCRIPTION

CATEGORY

ICON

ADSPURCHASED

DOWNLOADS

QUALITY DOWLOA

DS

POSITION

DOWLOADS

ASO


App Marketing 360º

PROMOTEDDOWNLOADS

VOLUME

NEW USERS


App Marketing 360º

PROMOTEDDOWNLOADS

CPI = COST PER INSTALL

FOCUS IN GETTING USERSFOCUS IN GETTING VOLUME

• Segmentation• Cost per CPI• Retention

• Segmentation• Cost per CPI• Retention


App Marketing 360º

ENGAGEMENT

UPDATES

REVIEWS

NOTIFICATIONS

RETENTION ENGAGEMENT


App Marketing 360º

ENGAGEMENT

UPDATES

REVIEWS

NOTIFICATIONS


App Marketing 360º

ENGAGEMENT

NOTIFICATIONS


App Marketing 360º

ENGAGEMENT

REVIEWS

Request for external reviews Request for Reviews inside the App


App Marketing 360º

Create a personal connection Reactivate Lapsed Users Event MessagingNOTIFICATIONS

Make it easy for your users to give in-app feedback Address the problem quickly and thoroughly Respond to users (Google Dev Console)REVIEWS

UPDATES Listen to feedback and adapt Iterate, Iterate, Iterate


App Marketing 360º

COMMUNICATION

EVENTS

SOCIAL MEDIA

PRESS

NEWS!

USERS WANTS TO BELONG TO A COMMUNITYDRESSAPPERS

DRESSAPP GLASS


App Marketing 360º

MONITOR

APPBEHAVIOUR

USERBEHAVIOUR

YOU NEED INFORMATIONTO TAKE DECISIONS


App Marketing 360º

• App Behaviur KPI

• Downloads

• Downloads por country

• Downloads vs Ranking

• Updates User Velocity

• User Behaviur KPI

• Traffic KPI• Active Users

• Time spent per session

• MAUS

• User events• Screens & Actions


Summary

Visibility in the Apps Stores are the key factor to discover apps.

If your app does not have visibility it is a Zombie App – NO DOWNLOADS NO USERS

ASO Techniques will help you get more visibility and downloads

More Downloads means better position in TOP Ranks and more Organic Downloads.

Top Ranks are based basically on Downloads and other 3 main factors: USE, RATINGS &

REVIEWS

Don’t forget: Downloads are the first Step but you need Retention.

ATTRACTION+RETENTION

Your app marketing strategy is not just ASO and Ads, it is a 360º STRATEGY to create an

experience and provide value to your users.

Thank you

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