Marketing Mobile Apps: Achieving Engagement Through the App Lifecycle

“Marketing Mobile Apps”
December 1, 2011
11AM PST / 2PM EST
MMA EDUCATIONAL SERIES

Sponsored by:
Mobile Marketing Association “Marketing Mobile Apps”
December 1, 2011 – Sponsored by iCrossing

A great mobile app starts with a good concept, but
making that concept a reality is a complex process.

Today, we’ll discuss the mobile app lifecycle and how
understanding its phases helps brands create apps
that reach their audience and create ongoing
connectedness with users.

Our focus will include the key steps necessary to
ensure successful mobile app content and the role of
bought, earned and owned media in generating
downloads and promoting engagement.


• How to develop app content that engages your
users and meets your brand objectives.
• Pre-launch planning techniques to make your
app findable and appealing to your target users.
• Post-launch promotional tactics that will
generate downloads and put your app in the
right hands.


Rachel Pasqua
Vice President, Mobile
iCrossing
Rachel.Pasqua@icrossing.com

@RachelPasqua

RachelPasqua

Moderator

Michael Becker
Managing Director, North America
Marketing Association
michael.becker@mmaglobal.com


Don’t forget to Tweet about this
session using hashtag: #MMAWeb


80% of consumers engage in mobile
shopping this holiday season.

Will they use your app to do it?


Smartphone and tablet desktops are the world’s most coveted territory.
For content owners, staking a claim on the 1st or 2nd page of a consumer’s
mobile device – their “personal real estate” – is invaluable.
But in an increasingly crowded marketplace, standing out is a challenge.

5000,000 iOS apps and over 10 billion daily downloads


Most users go directly to the app store on their device to find apps - optimal
visibility for your app within the app stores is a must.

App store rank for categories, keywords and spotlights – e.g. What’s Hot –
are based almost entirely on downloads.

Rank = + + +
Today’s Yesterday’s Downloads from Recent
Downloads Downloads 2 days ago Usage/Engagement

Recently however, there are (unsubstantiated) rumors that how often your app
gets used is factored into your rank as well.

So, brands must focus on driving downloads and encouraging repeat use.


The end goal for all brands that develop an app is engagement – an always-on
connection with a user and a permanent spot on his or her mobile desktop.
Most brands fail in this regard – the average app is used a handful of times before
being deleted.
Less than 10% of apps see repeat usage six weeks after download.

Retained Mobile App Users Per Month – Android and iOS
Stats courtesy of Flurry, February 2010
50%
45%
40%
35% iOS

30% Android

25%
20%
15%
10%
5%
0%
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6


A successful mobile application starts with a good idea – but making that idea
a reality is a complex process. Brands that understand the mobile app lifecycle
have a greater chance of achieving their goals by generating a high volume of
downloads and consistent engagement.
Usability
Testing
Content
Strategy

Implementation
of findings

Bought Media
Validation

Beta Test

Dev & QA
Design &

Planning
Ideation

Develop

Earned Media

Owned Media
Pre-launch Content & Media Strategy Post-launch Content & Media Execution

Active Listening


26% of app users are loyal customers – the ones that will use your app consistently
and become truly connected with your brand.
Content focuses on identifying, understanding and communicating with these
customers and using their insight to inform app development and marketing.

Usability Market
testing
iCrossing utilizes active listening, market research
and targeted user testing to develop and validate a
Research
content strategy for mobile apps.

Active Listening
Monitoring conversations in key social
spaces about a brand/app.


A well-planned and carefully curated combination of bought, earned and owned
media create the awareness and downloads required for natural visibility and
create a consistent level of awareness that captures new users.

Bought
Media
Earned Media Targeted mobile
Blogs, Directories, email , PR advertising campaigns
and other earned channels generate the high-volume
promote awareness and brand iCrossing utilizes active listening, market research downloads required to
advocacy. and targeted user testing to develop and validate a achieve rank.
content strategy for mobile apps.

.com

Owned Media
Brand Web site, branded content and social spaces support
natural search visibility and awareness.


Content strategy and media strategy in the pre-launch phase lay the groundwork
for an engaging and highly visible app.
Tactical execution of bought, earned and owned media in the post launch
phase work in harmony to build awareness and drive downloads.
MONTH 1 2 3 4 5 6 …

Usability testing Market Research Ongoing content strategy
Content
Strategy Promotional campaign and content Promotional campaign execution and
planning & development content seeding

Paid media planning
Ongoing campaign
Bought execution, management and reporting
Ad asset concepting & creative

App store Post-launch SEO
Keywords and
metadata and (link building & optimization)
SEO Planning
copy
Owned
Owned Media Recommendations Engagement in Social Spaces
(Web site, social spaces)

Outreach planning
Earned Influencer & Directory Outreach
Optimization of PR, Email etc.

Active Listening


Question #1
Are you:
a.) Looking to improve the performance of
a current app?

b.) Planning to release a new app?


Pre-Launch:
Content Strategy


Mobile Content Strategy utilizes Active Listening, Market Research and
Usability Testing to inform ideation, validation and, ultimately, final
development of a successful mobile application.

Market
Active Listening
- Conversational
Research Usability Testing
- Market trends
analysis in key - User feedback
- Brand goals
social spaces
- Customer needs

Ideation Validation

The Mobile App Creative brief that results from this process defines the
criteria essential to the success of your app – i.e.:
• Target audience • Revision or removal of
• Target platforms content/functionality from an existing app
• Content and functionality • Addition of new content/functionality to
• End user experience an existing app
• KPIs


Active listening using tools like Nielsen BuzzMetrics, are used to monitor key social
spaces for brand and generic keywords, helping brands determine key areas of interest
for their consumer in relation to mobile. These insights are used to develop and refine
concepts for mobile apps.

Prelaunch conversational
Post-launch monitoring
analysis

Evaluative Diagnostic

Amount of Dictate
conversation marketing, outre
•Awareness and ach, and
reach promotion

LAUNCH
Tonality of
conversation Manage the
communication
•Success of the
value proposition
of the value
proposition
Topics of
conversation
•Important and
Specific input on
unimportant improvement, re
elements finements and
alterations


Market research is used to further define and refine app concepts by analyzing
the relationship between the brand, its customers and the market landscape.
Significant emphasis is placed on the Audience and user wants and needs.

Environment Audience
Target Demographics
Marketplace Dynamics
Target platforms
Competitive Situation Environment Audience
Inspirational Brands

Organization
Organization
Stakeholder goals
Content availability


Usability testing of a functional beta with consumers that match the app’s
target audience enables brands to fully validate the content and
functionality, answering key questions such as:
• Is the application intuitive and easy to use?
• Is the content resonating in the desired way with the target demographics?
• Are there additional features or additional content that users want/need?
• How can the overall user experience be enhanced and improved?

1
1 2 MATCH 3 EXPLORE 4
TEST REFINE

Invite
Participation Identify Assess Modify

Invite audience Determine expectations Explore extent to which Make changes based on
members for testing at for app content and audience members are audience feedback
a logical point in the functionality based on able to easily
design process brand and desired accomplish tasks and
feature set site meets brand
expectations


Proper documentation enables content owners to remain focused on the
established goals as they move through the design and development phases.

1

Creative Brief Business Functional
Who is the audience? Requirements Requirements
What does the app do? What are the How will the app
business goals? work?
What are the KPIs?

Mobile Application Documentation


Ideation
• Understand your audience
• Understand the competitive landscape
• Define your business goals
• Focus on the user first and the brand second
• Make sure there is a market for your idea
• Find the competitive edge for your app

Validation
• Vet a beta with your target audience and apply their feedback
to iterative development and improvements

Design and Develop
• Document your goals and your process


Question #2
How did you plan your app content?
(Choose all the apply)
a.) Competitive research
b.) Focus groups and/or customer interviews
c.) Web analytics
d.) Usability testing


Pre-Launch:
Media Strategy


Most searches for apps happen outside of traditional search channels like Google
- being visible in these areas is essential to generating downloads.
A successful app marketing media strategy focuses on the areas proven to be key
channels in reaching the right potential users.

How do you discover the apps you download – choose all that
apply (% of respondents)
80%
iOS
70%
Android
60%

50%

40%

30%

20%

10%

0%
Browsing Searching for a Word of mouth Seeing ads News articles or A brand I know Other
through top app specific type of while using blogs introduces an
store rankings app other apps app to me


To get downloads, you need high visibility. To get high visibility, you need
downloads. To achieve this, brands have two options:

Millions of downloads!!!
• Strike a deal directly with •Make great apps
Apple to be featured in iTunes •Make them findable
and/or advertising campaigns. •Sell a lot of them
•Keep users coming back


Over 80% of search for native mobile apps happens within the app stores and the
competition for visibility is fierce. Getting featured in an Apple Ad campaign or in
categories like “What’s Hot” or “Staff Picks” are sure ways to drive downloads but an
unrealistic scenario for most.

The ideal scenario is to appear on page 1 and no deeper than page
2 of your app’s key categories as well as within the top 2 pages of
results when someone search for your keywords

Few existing keyword tools accurately reflect how users are searching for mobile apps
– the most effective course of action is to audit similar and competitive apps in your
key categories to assess the terminology they use.
Accurate keywords are essential to capturing app store search traffic since few users
search more than 1-2 pages deep.

App store SERPs show 5 results per search above the fold on smartphones and
10 on tablets – the process of digging deeper than the first page is cumbersome
and increases reliance of 1st page results.


The competitive keywords you develop should be used to compile your app store
metadata – the descriptive content that is uploaded with your app when you submit it
to the app stores for approval.
This content should be prepared well ahead of time – finalize it at least two
weeks prior to submission.

Keep in mind that you can only change certain metadata when you submit a
new build – but you can’t submit a new build just to change the metadata.


The app store landing page is the most important content to consider in capturing the
attention of potential users. This page contains the keyword rich content that shows
up in search results and the descriptive verbiage that compels users to download.

Create eye-catching and keyword rich descriptive content and visuals – as part
of the app store meta data, this content should be finalized 2-3 weeks prior to
submission


Your main brand web site should contain dedicated content that promotes the mobile
application. A page describing the app’s benefits with screenshots and links to direct
download is a minimum requirement.

Alert mobile visitors to your brand web site that there is an option to use an
app instead – offer them a direct link to download as an immediate option.


Your branded social spaces – e.g. Facebook, Twitter, corporate blogs – are ideal spaces
to introduce your app to your users. Dedicated Facebook tabs and regular tweets and
posts help keep your users up to date on new content and functions.

Social spaces are an ideal forum for sourcing feedback from your users that can
be applied to iterative improvement of your app.


A substantial, well-planned media campaign with the right targeting can generate
a high volume of downloads within the right demographics – users that will
remain consistently engaged with your app.
Most top ad networks now offer cost per click or cost per download campaigns that
are crafted for optimal downloads AND engagement.

A wide variety of common mobile ad types can be effective for driving
downloads – e.g. search ads, display, video, rich media.

Other more diverse opportunities include incentivized downloads/reviews and
paid reviews/placement on app directories.

Contacting influencers with a polite request for a review is instrumental in
broadening the exposure for your app.
Positive mentions on app and gadget blogs, niche blogs relevant to your
app, and getting listed and reviewed in relevant app directories are highly
valuable and will result in increased downloads.

Compose your list of target influencers at least two weeks prior to submission
and be prepared to start your email campaign the day of launch. Craft outreach
copy that illustrated the benefits of your app but can also be customized for
each influencer.
For premium apps, always include a promotional code.

Question #3
Did/do you have a launch strategy?
(Choose all the apply)
a.) No promotional planning whatsoever
b.) Bought media spend
c.) Owned media planning
d.) Earned media planning


Post-Launch:
Execution, Outreach
and Optimization


The key to successful post-launch promotion is to strike the right balance of
bought, earned and owned media. All three work symbiotically to generate
downloads and encourage engagement.

Owned
Optimization of web
content and branded
social spaces to support
increased awareness
Bought Earned
Targeted ads that Influencer outreach to
generate high volume spread the word and
downloads and high introduce the app to a
app store rank wider audience


Bought media drives the initial downloads required for visibility, while earned and
owned media create an organic framework for long term awareness and engagement.
As the organic earned and owned tactics ramp up, bought efforts can be scaled down
to a maintenance level.

Typical 12 week post-launch promotional program
LAUNCH 1 2 3 4 5 6 7 8 9 10 11 12 …..

Bought
Bought
Bought
Bought

Earned &
Earned & Owned
Earned &
Earned & Owned
Owned Owned

Conversational monitoring and analysis


The primary goal for Bought (mobile display, search, sponsorships etc.) is to generate
enough downloads to create high rank and natural search visibility for the app within
its target categories and featured app store lists as well as for all relevant keywords.
Post-launch, media spend, placement and creative should be consistently optimized to
support this optimal visibility.

High
visibility
Clicks lead
right to the
Bought Media for iTunes landing
mobile applications page
creates a multiplier
High app effect

store rank High
High# of App Store
downloads Rank


Influencer outreach should start as soon as possible after an app appears in the
the app store – ideally the same day. In addition to emailing key
influencers, PR services dedicated to the app space – e.g. PR Mac – are highly
valuable as well.

Keep a spreadsheet of all the influencers contacted – create a Google alert using
your app keywords and search Twitter daily for mentions. Respond to all
feedback, both positive and negative. Map your positive feedback to daily app
store rank and downloads to gauge the effectiveness of your campaign.


Post-launch, continue to optimize and update content in your owned spaces
– e.g. brand web site, Twitter, Facebook, blogs, etc.
Consider creating additional content to promote your app that can be
syndicated – e.g. demo videos.


Post-launch, continue to optimize and update content in your owned spaces
– e.g. brand web site, Twitter, Facebook, blogs, etc.

Any content that mentions an app favorably is an opportunity to drive
downloads – building links to these sites is an important part of app marketing
strategy (mentions should always include the iTunes direct download link).


Integrate sharing tools prominently into the interface of your app – e.g.
share via email and SMS, Like/Share on Facebook, Tweet, Google+

Enabling your users to share content that they find engaging turns every user
into a brand ambassador and every tweet or share into an endorsement for your
app within their social graph.


•Respond to every Facebook post
•Reply to every tweet
•Take every review seriously

And apply what you learn to making
a better app.


Sample timelines and activities for a 6 month app planning and promotional program

Pre-launch Post-launch

Content Strategy Media Strategy Execution
8-12 weeks 2 weeks 12 weeks

Market research Owned planning • Directory submission
• Competitive analysis • Keyword research • Link acquisition
• Industry insights • Metadata and copy • Copy optimization
• Stakeholder insights • Optimization of brand • Influencer outreach
y
site and social spaces
Usability Testing • Bought media
• 1:1 user testing Bought planning
Paid media planning management
• Focus group testing • Media placement plan • Audience management
and budget
Promotional content Earned Planning • Promotional campaign
• Campaign planning Earned Planning execution
• Content development • Identification of influencers • Content seeding

Optimization
Ongoing conversational analysis and monitoring user feedback to improve app content and experience.


Pre-launch Post-launch
• Do your keyword research: assess • Submit to app directories
competitors and similar apps – don’t • Reach out to influential bloggers
rely solely on brand keywords and request reviews
• Use that research to build keyword
• Use Google alerts to keep track of
rich app store metadata
every mention of your app
• Create a list of target blogs and app
• Request back links from every
directories
place your app is favorably mentioned
• Create a dedicated Web page or
separate site for your app • Tweet, blog and post to Facebook
• Plan and budget your paid media • Engage your users and respond
to their feedback
• Plan your Twitter strategy
• Plan your Facebook strategy • Apply what you learn to future
iterations of your app
• Test a beta with your target audience
– and be ready to make some
adjustments based on their feedback
• Integrate sharing tools into the
interface of your app


Assess your visibility inside the App Store
• Are your keywords on target?
• Have you created engaging and keyword-rich App Store content?

Assess your visibility outside the App Store
• Is your app listed in the popular directories?
• Has it been reviewed by top app sites and niche blogs in your vertical?
• Have you created branded web content to promote it?
• Do you know where your app is being mentioned?
• Are you using your social spaces to maximize awareness?

Connect with your customers
• Conduct usability testing to validate your content
• Engage your customers in social spaces
• Listen to what they have to say
• Enable them to evangelize your product throughout their social graph
• Connect with influencers who can spread the word


Question #4
What are your key app challenges?
(Choose all that apply)
a.) Poor downloads
b.) Poor engagement
c.) Poor visibility/findability
d.) Negative reviews/user feedback


ADDITIONAL RESOURCES

Find out more at www.icrossing.com
Stay connected at greatfinds.icrossing.com
Join the conversation at thecontentlab.icrossing.com
Follow us at Twitter.com/icrossing
Become a fan at Facebook.com/icrossing
Download our decks at Slideshare.net/icrossing


Marketing Mobile Apps: Achieving Engagement Through the App Lifecycle

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