App marketing, PR and business model

Optimisez vos stratégies web | Double-check your web strategies

App marketing, PR, best practices and business

model(extract from a confidential report for

www.csircorp.com )

Michelle Blanc, M.Sc. commerce électronique

http://www.csircorp.com/

© Tous droits réservés – Analyweb Inc. 2008

table of contents App key path of success

App (and/or) Mobile WebPre-Launch mkt & PR

Press releaseMediaEvents

App stores and ASONaming the appApp Icon & USP

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table of contents App best practices, strategies, toolsBusiness model insights

App revenusLegal, success and failure essentials

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App (and/or) Mobile Web

4

© Tous droits réservés – Analyweb Inc. 2008 5

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https://blog.kissmetrics.com/5-myths-about-aso/

https://blog.kissmetrics.com/5-myths-about-aso/


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http://avc.com/2015/09/mobile-web-is-top-of-funnel-mobile-app-is-bottom-of-funnel/



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Mobile web vs. app traffic for top 50 mobile properties

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http://venturebeat.com/2015/09/25/wait-what-mobile-browser-traffic-is-2x-bigger-than-app-traffic-and-growing-faster/

http://venturebeat.com/2015/09/25/wait-what-mobile-browser-traffic-is-2x-bigger-than-app-traffic-and-growing-faster/


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http://qz.com/253618/most-smartphone-users-download-zero-apps-per-month/#int/words=dinner_supper&smoothing=3

http://qz.com/253618/most-smartphone-users-download-zero-apps-per-month/#int/words=dinner_supper&smoothing=3


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http://www.mdgadvertising.com/blog/wp-content/uploads/2013/06/should-you-build-a-mobile-app-or-mobile-website.png

http://www.mdgadvertising.com/blog/wp-content/uploads/2013/06/should-you-build-a-mobile-app-or-mobile-website.png


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https://blog.kissmetrics.com/surprising-mobile-ecommerce/

https://blog.kissmetrics.com/surprising-mobile-ecommerce/


Morgan Stanley says that mobile browser audiences are two times larger than app audiences across the top 50 mobile properties and have grown at a slightly faster rate over the past three years.

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http://www.wired.com/2016/04/wait-web-isnt-really-dead-google-made-sure/

http://www.wired.com/2016/04/wait-web-isnt-really-dead-google-made-sure/


Hybrid HTML5 Gains MomentumWhile some developers will always prefer

native mobile apps, hybrid HTML5 application development will continue to gain momentum in the enterprise and with consumer apps, said Fima Katz, CEO and founder of Appery, makers of the Appery.io mobile application development platform. "Hybrid HTML5 will become the most obvious choice for most enterprise use cases in 2016," he predicted.

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http://www.enterpriseappstoday.com/management-software/10-mobile-app-trends-for-2016.html

http://www.enterpriseappstoday.com/management-software/10-mobile-app-trends-for-2016.html


The language of apps

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http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/



Pre-Launch mkt & PR

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The 7 Keys to an Effective Pre-Launch Mobile App Marketing StrategyStart marketing your app long before its

launch date.Engage potential customers, users, and other

interested people early and often.Do not underestimate the importance of

email in engaging “normal” users.Get early customer input on key features; let

users stake a claim in the creation of the app.16

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http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch



Publish sneak peaks to generate excitement around your app.

Use beta testers and influencers to help with word-of-mouth marketing.

Get your press kit and launch materials in order before you submit your app for review.

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The 7 Keys to an Effective Pre-Launch Mobile App Marketing Strategy

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Mobile App PR Tips

Target early adoptersCraft story angles for key audiencesBuild a strong online presenceConsider App Store optimization

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http://www.walkersands.com/How-Mobile-App-Pr-Leads-To-A-Successful-Launch

http://www.walkersands.com/How-Mobile-App-Pr-Leads-To-A-Successful-Launch


Creative Ways to Promote Your AppBuild a microsite, then a teaser website, then

add a blogShare content with Facebook, Twitter, G+,

linkedInCreate a product video Get press (Write personnally to journalists)Pitch to app review websites ( 148apps,

AppStoreApps and AppAdvice )19

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http://www.148apps.com/

http://www.appstoreapps.com/

http://appadvice.com/reviews

https://www.entrepreneur.com/article/229305



Creative Ways to Promote Your AppContact bloggers who would care Apply for awards (Kiip Build Fund or The

Mobileys)Always be collecting emailsCreate a six-second how-to series (The

hashtag #howto is one of the top trending tags on Vine.)

Make good use of App Store Optimization20

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http://kiip.com/fund

http://themobileys.com/

http://themobileys.com/




Integrate social within the app Implementing smart apps banner (ref:

https://david-smith.org/blog/2012/09/20/implementing-smart-app-banners/ )

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Creative Ways to Promote Your App

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https://david-smith.org/blog/2012/09/20/implementing-smart-app-banners/








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http://www.outbrain.com/blog/7-detailed-steps-for-marketing-your-mobile-app-launch-with-content

http://www.outbrain.com/blog/7-detailed-steps-for-marketing-your-mobile-app-launch-with-content


How to Write a Press Release For Your App

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http://www.apptamin.com/blog/write-press-release-app-launch/

http://www.apptamin.com/blog/write-press-release-app-launch/


A. App Icon and app name / CompanyB. Subject lineC. Summary lineD. IntroductionE. ScreenshotsF. Description

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How to Write a Press Release For Your App


How to Write a Press Release For Your AppG. Pricing, availability and coming upH. Website URL and infoI. About your companyJ. End of the press releaseK. Media contact information

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APP REVIEW SITES FOR MOBILE INDIE DEVS! https://www.sellmyapp.com/how-to-create-an-app/list2.php#

The Holy Grail List of App Review Sites (100+ and Counting) http://www.appbattleground.com/2013/10/26/best-app-review-sites/ 26

Media to focus on

https://www.sellmyapp.com/how-to-create-an-app/list2.php



http://www.appbattleground.com/2013/10/26/best-app-review-sites/





Events Lists AppBatleground app review sites Spreadsheet

https://docs.google.com/spreadsheets/d/1eBqBSTl_R0kpFMzYmwT54ZQYGvEHEoGTPzSuO69iUWQ/edit

Top Mobile App Conferences and Events To Go To In 2017

http://www.businessofapps.com/top-mobile-app-conferences-events-2017/?utm_source=Business+of+Apps&utm_campaign=c411acd197-BOA+Newsletter+-+12th+January&utm_medium=email&utm_term=0_1857f86fb4-c411acd197-202535433

CIO guide to top tech conferences http://www.cio.com/article/2976667/it-skills-training/your-guide-to-top-tech-conferences.html

2017 TECH CONFERENCES: THE #1 TECH EVENTS GUIDE

http://blog.bizzabo.com/technology-events

What are the major technology events in a given year?

https://www.quora.com/What-are-the-major-technology-events-in-a-given-year

TechMeme http://www.techmeme.com/events 27






http://www.cio.com/article/2976667/it-skills-training/your-guide-to-top-tech-conferences.html

http://blog.bizzabo.com/technology-events

https://www.quora.com/What-are-the-major-technology-events-in-a-given-year

http://www.techmeme.com/events


Crunchbase

Major database including companies, people, investors, funding rounds, acquisitions and events relating to tech, VC and start-up industries. A must see and havehttps://www.crunchbase.com/#/home/index$348/yr/user

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https://www.crunchbase.com/#/home/index

https://www.crunchbase.com/#/home/index


App stores and ASO

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The best performing app store

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https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf



The most lucrative app store (for now)

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http://www.apptamin.com/blog/ios-6-app-store-optimization/


What are the mechanics of ASO (App Store Optimization)?Main Factors

Title Keywords

Secondary FactorsTotal # of DownloadRatings and Reviews

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https://blog.kissmetrics.com/app-store-optimization/

https://blog.kissmetrics.com/app-store-optimization/


The App Store Factors Users Really Care About

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https://www.tune.com/blog/mobile-report-the-app-store-factors-your-users-really-care-about/

https://www.tune.com/blog/mobile-report-the-app-store-factors-your-users-really-care-about/


Naming the app

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Naming the app

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https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/


Naming the app

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Naming the app

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The top 50 words were:

“free, pro, tracker, weather, music, photo, video, mobile, news, iphone, calculator, gps, guide, manager, player, instagram, editor, best, edition, live, new, map, text, radio, maker, daily, videos, camera, bible, hd, voice, game, photos, get, plus, phone, emoji, maps, scanner, english, dictionary, games, google, keyboard, calendar, baby, sleep, audio, reader, world”

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Choose a name that is 2-6 words long.Be descriptive and include your main

keyword / category (photo, music, video, news etc)

Consider using a – to seperate your name and pitch.

If you have a longer name consider how it will wrap on different devices.

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Naming the app

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Clear – Tasks, Reminders & To-Do ListsShazam – Discover music, artists, videos &

lyricsWaze – GPS, Maps & Social Traffic

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Naming the app, example

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App Icon & USP

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App Icon

When your app shows up in the search results, an attractive icon plays a big role in attracting the user to download your app. Mobile app Trainz Driver sold 20 times as many units after an icon change.

Use the Icon Gallery as a reference http://iosicongallery.com/

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http://iosicongallery.com/

http://iosicongallery.com/



Unique Selling Proposition

Your USP is a short statement (1-2 sentences) that tells customers why your app is so special.

“A USP is not merely a slogan — it is your company’s DNA and reason for being. If you cannot summarize exactly what sets you apart in one or two sentences, you are not unique enough within your marketplace.” – Perry Marshall, Marketing Consultant

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http://www.buzinga.com.au/buzz/1-page-business-plan-for-app-startups/

http://www.buzinga.com.au/buzz/1-page-business-plan-for-app-startups/


App best practices, strategies, tools

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https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-RES129741



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App Marketing, stats and keywords toolshttps://www.tune.com https://www.appannie.com/http://www.appcodes.com/ https://searchman.com/https://www.appnique.com/http://www.gummicube.com/https://appradar.com/

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https://www.tune.com/



https://www.appannie.com/fr/

https://www.appannie.com/fr/

http://www.appcodes.com/



https://searchman.com/

https://searchman.com/

https://www.appnique.com/

https://www.appnique.com/

http://www.gummicube.com/

http://www.gummicube.com/

https://appradar.com/

https://appradar.com/


Curated Directory of Tools & Resources on App Marketing and Mobile Growth

http://appmarketingstack.com/

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In-app analytics

https://developer.yahoo.com/analytics/ https://www.google.com/analytics/mobile/ https://www.appsee.com/ https://mixpanel.com/

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https://developer.yahoo.com/analytics/

https://www.google.com/analytics/mobile/

https://www.appsee.com/

https://mixpanel.com/


Business model insight

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Business model insight

This work provides the first basic evidence of the major factors that affect the app success in terms of comparative revenue, exploiting the relationship between ranks and sales previous works have demonstrated. Particularly, the effect of the business model on app performance is remarkable as well as surprising. In contrast to many claims from industry insiders (e.g., Spriensma 2012) our analysis seems to suggest that paid apps seem to pay more than free apps.

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https://www.pomsmeetings.org/confpapers/043/043-0354.pdf

https://www.pomsmeetings.org/confpapers/043/043-0354.pdf


App developers can create service-related apps or deliver one that provides original intellectual property (IP). It is worth noting that the process involved in developing these two types of apps varies significantly. Service related apps are easier to tackle of the two and require less creativity as most of the requirements are outlined by the service providers the apps are designed to support. The rewards to develop an original IP app, however, are superior to those of developing a service related one.

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Business model insights

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http://www.ictc-ctic.ca/wp-content/uploads/2012/10/ICTC_AppsEconomy_Oct_2012.pdf

http://www.ictc-ctic.ca/wp-content/uploads/2012/10/ICTC_AppsEconomy_Oct_2012.pdf


Consultation with Canada’s apps developers shows that business and communications apps are in highest demand

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http://www.ictc-ctic.ca/wp-content/uploads/2014/02/AppificationFeb2014.pdf

http://www.ictc-ctic.ca/wp-content/uploads/2014/02/AppificationFeb2014.pdf


The latest development -- which could revolutionize the retail industry -- is Apple's location-sensing iBeacon technology. If a customer has downloaded an Apple store app and goes into, say, a department store, iBeacon sensors can recognize that the customer has walked in and send special offers to a smartphone or guide the customer to a specific item, among other possibilities.

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http://searchcrm.techtarget.com/feature/Location-based-apps-present-opportunities-and-data-challenges

http://searchcrm.techtarget.com/feature/Location-based-apps-present-opportunities-and-data-challenges


Cellular connectivity can be spotty. Mobile apps depend on ubiquitous connectivity, but cell service can be spotty — especially indoors. Nordstrom ran into issues when it found out that most of its stores had poor or no cell service. This is a common issue, as 63% of retailers indicate that most of their store locations have poor cell service. To correct this, Nordstrom had to invest millions of dollars to outfit its stores with ubiquitous wireless local area networks (WLANs).

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Revenu generation

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Most of app business model analysis relies on Paid for by consumersIn-app purchasePublicity

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App revenue generation

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https://www.surveymonkey.com/business/intelligence/mobile-app-industry-revenue-statistics/




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Legal, success and failure essentials

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Legal concerns

LOCATION DATA PRIVACY GUIDELINES, ASSESSMENT & RECOMMENDATIONS https://iapp.org/media/pdf/resource_center/LocationDataPrivacyGuidelines_v2.pdf

Geolocation: Risk, Issues and Strategies http://www.isaca.org/groups/professional-english/wireless/groupdocuments/geolocation_wp.pdf

Privacy is the major hurdle

Fear of big brother65

https://iapp.org/media/pdf/resource_center/LocationDataPrivacyGuidelines_v2.pdf

http://www.isaca.org/groups/professional-english/wireless/groupdocuments/geolocation_wp.pdf


Start-up failure raisonsBE WARY OF THE PIVOT

pivoting for the sake of pivoting, or to expand on a shaky business model will almost always guarantee disaster

TOO BIG TOO HANDLE it’s important to grow your business for the right reasons

BE WARY OF WHO YOU GET IN BED WITH While it is possible to work with friends and family, it requires completely

honest communication, both parties must understand that it really is nothing personal, and, perhaps most importantly, vest your ownership

THE DOUBLE-EDGED SWORD OF SEO The issue was that due to its effectiveness, the founders became blind to

other models of customer acquisition and developed an overreliance on a model they had absolutely no control over. 66

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https://foundrmag.com/4-startup-case-studies-failure/

https://foundrmag.com/4-startup-case-studies-failure/


4 Essentials for Successful Mobile AppsSolve a problemMake it intuitiveStart marketing in advanceBe strategic about distribution

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Browsers, not apps, are the future of mobileProclamations of an all-native mobile app world

ignore the fact that browsers and the web are fast becoming the mobile operating system of the future, and native apps are slowly dying.

The average American now downloads zero apps per month

The web is and will always be the most popular mobile operating system in the world — not iOS or Android.

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http://qz.com/253618/most-smartphone-users-download-zero-apps-per-month/

http://qz.com/253618/most-smartphone-users-download-zero-apps-per-month/

https://medium.com/swlh/browsers-not-apps-are-the-future-of-mobile-c552752ff75#.eizfnl95i

https://medium.com/swlh/browsers-not-apps-are-the-future-of-mobile-c552752ff75#.eizfnl95i


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For having paid for and allowed the sharing of this content

Thank YouMichelle Blanc M.Sc. And visitBlogues : http://www.michelleblanc.com/english/

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http://www.parminc.com/

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