App marketing-ecommbrunch
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Transcript of App marketing-ecommbrunch
Mobile world
Instantaneity
Interaction
Segmentation
Personalization
Geolocation
Accessibility
Investment in mobile
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…
App marketing overview
I HAVE DONE ALL THE JOB!!! NOW I JUST NEED TO WAIT TO BECOME RICH & FAMOUS
ARE YOU SURE?
Some figures
App marketing overview
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…
App marketing overview
IF YOU DON’T HAVE AN APP MARKETING STRATEGY YOU ARE FAR AWAY FROM …
AND CLOSE TO BECOME…
Some figures
App marketing overview
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
ASO
App marketing overview
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
App marketing overview
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
App marketing overview
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
App marketing overview
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
App marketing overview
38.400 Per day (Overall Ranking)
25.300 Per day (Games Ranking)
Downloads are important…
App marketing overview
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
App marketing overview
Search and Ranking Factors
App marketing overview
App Marketing
Frecuency of use increases
in apps related with social networks
Retention increases in
apps that are providing new
contentregulary
App marketing overview
App Funnel
ADQUISITION
RETENTION
$
Download
Use
Active User (MAUS)
Purchase
ARPU
Average Revenue per User
App marketing overview
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 overview
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 overview
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 overview
App Marketing 360º
ENGAGEMENT
UPDATES
REVIEWS
NOTIFICATIONS
RETENTION ENGAGEMENT
App marketing overview
App Marketing 360º
ENGAGEMENT
REVIEWS
Request for external reviews Request for Reviews inside the App
App marketing overview
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 overview
App Marketing 360º
COMMUNICATION
EVENTS
SOCIAL MEDIA
PRESS
NEWS!
USERS WANTS TO BELONG TO A COMMUNITYDRESSAPPERS
DRESSAPP GLASS
App marketing overview
App Marketing 360º
MONITOR
APPBEHAVIOUR
USERBEHAVIOUR
YOU NEED INFORMATIONTO TAKE DECISIONS
App marketing overview
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
App marketing overview
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.