IPhone App Marketing Techniques: Overview for 2010
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Dan ShuppCTO, Tech Propulsion Labs
Copyright 2010 Tech Propulsion Labs, Inc.
Mobile App Marketing TechniquesOverview For 2010
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Marketing for iPhone Apps
Answering the $250 million/month question:
How do I generate the most sales for my app?
A discussion of current best practices for iPhone app marketing
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Mobile App Marketing in 2010… …it still an art, not a science
• Very few rules to follow• Data is scarce
Most data is what you can glean from your own apps …can’t be learned in books
• But can be discovered as part of a community blogs “iPhone Software Business” Google Group Many Android forums
…but has already proven some very useful best practices
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Maximizing Revenue
Get More Downloads
Make Money per download
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Get More Downloads!
On-Store Off-StoreIn-App Frequent updates
Ratings/feedback In-app advertising
•Free version upsell•Cross promotion
In-app purchase
Out of App
Broken! Demo site Review sitesAffiliate programs
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Source: http://blog.appstorehq.com/post/103207193/iphone-app-marketing-what-works-and-what-doesnt
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Getting Downloads: App Store Activities
User Ratings• Ask for them at the
right time• “rate on delete” is gone• Cheat at your own risk• Many top apps have
low star ratings• This is probably less
important than making your app name and icon attractive and inviting
Frequent app updates• iTunes store maintains
a ‘newest apps’ list Releasing a new app
version (and updating your release date) gets extra exposure
• Developers consistently report jumps in sales on the day of an update
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Getting Downloads: In-App Techniques
Advertising• The most valuable potential customer is the one with a
smartphone in his hand that he’s staring at right now Mobile ads, lite -> full YES, web ads other ads NO
Cross-Promoting within your own apps• Free version -> full version• Have a portfolio of apps, cross promote between them
Mobile Advertising networks• Admob, Quattro, FreeAppADay, etc
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Getting Downloads: In-App Techniques (cont.)
Pricing• Lowering price increases sales
Decreasing price will have an effect if your app is less popular Once you have large exposure, downloads come (or don’t) b/c of
app quality more than the price• Free apps are downloaded ~7x more than paid apps• Some review sites will not review free apps
In-App purchase• Your app is free, but has very smooth purchase path integrated
into the game
Source: http://www.slideshare.net/pinchmedia/iphone-appstore-secrets-pinch-media
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Getting Downloads: Track Conversions and Focus
This is broken due to limitations of the iTunes store• There is no way to track traffic sources and match them against
downloads
It’s tough to figure out on your own, too• China Menu iPhone App
<.1 correlation between outbound clicks from website and app store downloads
You can track some things though• Your app’s analytics using companies like Flurry,
Mobclix, etc.• Mobile ads offer conversion tracking
Apple encourages use of its affiliate program•Partnerships with affiliate networks in different countries•Has been improving recently, can get conversion info from sources within the affiliate network only
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Getting Downloads: PR
Have a demo site, twitter account, facebook page• Simple, nice
Get reviewed, get promoted• 148apps • iPhone App Reviews• Whats on iPhone• AppVee• FreshApps
Press Releases• Free and easy publicity• Not seen as very useful
forum posts• Join communities and create buzz among hardcore users
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Making Money from App SalesAds
Only a few, very popular, very sticky apps are suitable for an ad-only approach
On average, a free app needs to sell ads at a $8.75 CPM to make as much money as the same app at $.99
Until iAds, eCPMs were $0.50 - $2.00 Developers reporting better rates with
iAds • reporting $10-15 eCPM• iAds eCPM does not compare 1-1 with other
networks Comparable measures show $1.60-$2.50 Source: http://kswizz.com/post/786160311/iad-
report
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Making Money from App SalesPricing
The price you can sustain is mostly due to the quality of your app• The average price cut increases sales by 130%• The average price increase drops sales to 25%• If you have growing download numbers, let word of mouth,
reviews, and position on top lists carry you• Price cuts can be worthwhile when your download rates won’t
be affected as much
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Making Money from App SalesIn-App Purchase
Users download a free app, which has paid upgrades inside
• Pay to unlock features• Pay to accelerate gameplay• Pay for level packs• Pay for virtual items
Case Study: Gravity Sling• Launched new version with in-app purchase of level packs in
Significant regional variation in conversion rates US: 2.96%, Japan 1.89%, Italy 0.78%
• Integrated a leaderboard system from OpenFeint OpenFeint members were almost 3x more likely to purchase a
level pack
Source: http://www.riptidegames.com/2009/11/in-app-purchase-results-2-weeks-in/
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Source: http://blog.appstorehq.com/post/103207193/iphone-app-marketing-what-works-and-what-doesnt