9 Key Mobile App Marketing Elements. https://iol.digital

1. 9
Key
Mobile
App
Marke0ng
Elements
iOL
Digital
Marke0ng
Services
October
18,
2012

2. In
a
Nutshell
1.
Name,
descrip0on,
icon
&
screen
shots
2.
C
ompe0tors
and
Category
Mapping
WIP
Sneak
Peeks
and
Beta
Testers
3.
App
Store
Op0misa0on
4.
App
Review
Websites
5.
In-­‐build
App
Share
Features
6.
User
Ra0ngs
and
Reviews
7.
Webpage
with
Engaging
video
8.
Paid
Promo0on
9.

3. Applica0on
Name
&
Descrip0on
•
We
should
name
and
describe
our
app
to
suit
exis0ng
app
market
search
trends
•
By
including
the
most
popular
and
relevant
search
keywords,
we
can
look
to
maximize
our
app’s
discovery

4. Applica0on
Icon
n
app’s
icon
conveys
the
app’s
purpose,
style,
and
is
the
first
interac0on
users
have
with
the
app
•
We
should
create
an
icon
that
stand’s
out
in
a
search
grid
on
the
user’s
device
•
We’ve
heard
Apple
doesn’t
feature
an
app
unless
they
believe
the
icon
is
well-­‐designed
and
fits
the
overall
app
look
and
feel
•

5. App
Screen
Shots
•
Screenshots
are
an
essen0al
tool
to
turn
visitors
into
app
users
•
Our
screenshots
should
be
memorable,
informa0ve,
and
exci0ng
•
They
need
to
draw
a
visitor’s
eye
to
them,
explain
exactly
what
our
app
does,
and
convey
how
easy
your
app
is
to
use

6. Compe0tors
Mapping
•
With
the
amount
of
apps
in
app
stores
today,
there
will
mostly
exist
a
variety
of
compe0tors
whose
apps
are
similar
to
ours
We
should
take
note
of
all
our
ini0al
•
compe0tors
without
filtering
any
-­‐
and
scale
it
down
to
the
top
4
or
5
heavy
contenders
A
1-­‐star
app
with
only
a
handful
of
•
reviews
isn’t
likely
to
be
a
real
contender,
but
a
5-­‐star
app
with
thousands
of
reviews
is
a
formidable
one

7. Category
Mapping
•
Because
so
many
downloads
are
driven
by
the
app
stores’
Top
Charts,
important
to
choose
the
category
it’s
that
will
give
our
app
the
best
shot
of
ranking
highly
•
T
he
reality
is
that
all
categories
are
not
created
equally.
For
instance,
the
Social
category
will
drive
more
downloads
than
the
Lifestyle
category
•
However,
an
app
will
have
a
harder
0me
ranking
highly
in
the
Social
category
than
in
the
Lifestyle
one

8. WIP
Sneak
Peeks
&
Beta
Testers
•
Should
we
like,
we
can
pitch
the
Hungama.com
app
WIP
sneak
peeks
interested
and
leading
mobile
app
to
review
websites,
to
create
pre
launch
buzz
•
Similarly,
we
can
also
approach
websites
like
iBetaTest.com
and
BetaBait.com
-­‐
to
recruit
volunteers
to
beta
test
the
Hungama.com
app,
before
launch

9. App
Store
Op0miza0on
•
Over
65%
of
consumers
find
apps
via
search
in
an
app
store
•
By
using
an
app
store
op0misa0on
so`ware,
we
can
analyse
and
op0mize
our
app
store
presence
to
beat
compe00on
•
While
a
variety
of
analy0cs
tools
exist
that
can
perform
a
subset
of
the
func0ons
,
two
most
prominent
are
App
Annie
and
MobileDevHQ

10. App
Review
Websites
•
A
high
percentage
of
downloads
for
new
apps
occur
a`er
the
app
has
been
reviewed
by
an
app
review
website,
or
other
earned
media
outlets
It’s
important
to
reach
out
to
these
media
outlets
in
order
to
drive
•
a
burst
of
downloads
at
launch

11. In-­‐Built
App
Share
Features
•
Word
of
mouth
is
another
important
way
new
users
can
find
an
app
We
should
do
everything
in
our
power
•
to
make
it
easy
for
users
to
share
the
app,
as
well
as
the
content
within
an
app
•
It’s
also
important
to
make
sharing
the
app
itself
dead
simple,
be
with
via
SMS,
Twiber,
Facebook,
email,
etc
•
The
simpler
we
make
sharing
the
app,
the
more
users
will
engage
in
the
process
of
sharing

12. User
Ra0ng
and
Reviews
•
Where
an
app
ranks
in
Search
Results,
and
to
a
certain
extent
Top
Charts
-­‐
relies
on
how
many
ra0ngs
it
has,
and
how
high
those
ra0ngs
are
•
It’s
cri0cal
for
our
app’s
success
to
receive
as
many
5
star
ra0ngs
as
possible
The
most
simple
way
is
to
ask
for
ra0ngs
•
from
within
the
app,
as
users
are
engaging
on
it
As
example,
the
app
Move
the
Box
0ed
•
virtual
currency
to
ra0ng
their
app
-­‐
if
a
user
runs
out
of
tokens,
they
can
rate
the
app
to
earn
more!

13. Website
and
Engaging
Video
Any
online
ar0cle
about
our
app
is
likely
•
to
link
to
two
places
-­‐
our
homepage
&
our
app’s
page
in
an
app
store
Whenever
a
poten0al
user
searches
•
Google
for
our
app,
they’ll
find
both
our
app’s
detail
page
and
our
web
homepage
-
This
makes
building
a
great
web
landing
page
a
necessary
tool
to
convert
web
visitors
into
users
•
Our
app’s
detail
page
in
the
app
store
is
a
very
limited,
non-­‐rich
and
non-­‐
customized
experience
-­‐
hence,
our
web
page
should
be
the
opposite
-­‐
rich,
enjoyable,
and
engaging
-­‐
using
video
and
images
where
possible
Click
on
Image
to
See
Video

14. Paid
Promo0on
•
In-­‐Mobile
Adver0sing
-
Using
networks
like
Jumptap
and
TapJoy,
we
can
promote
our
app
to
users
while
they’re
on
their
mobile
device
•
Search
Adver0sing
-
Buying
relevant
search
keywords
on
search
engines
like
Google,
leading
back
to
the
app
download
homepage
•
Social
Media
Adver0sing
-
Pay
per
click
adver0sing,
to
a
targeted
demographic,
geography,
and
with
the
ability
to
serve
broad
and
precise
interest-­‐based
ads

15. Your
Feedback
9
Key
Mobile
App
Marke0ng
Elements
iOL
Digital
Marke0ng
Services
October
18,
2012