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

Found It Useful?

Join upcoming Digital Marketing Webinar live!

http://www.digitalvidya.com/webinars/