How to market your android apps online?

1. Android App Marketing
Strategy
Presented by:
 Sonali Srivastava
 Rachita Nanda

2. ASO-App Store Optimization
 ASO is considered as mobile SEO for
applications.
 App Store Optimization (ASO) is the
first step to succeed in mobile app
marketing.
 It improves discoverability of the app
in an app store.

3. ASO Goals
 Being found better by users in the app
stores, due to the fact that App Store
Search is the No. 1 source for people
to discover new applications.
 Rank higher compared to competitors.
 Rank higher for specific keywords
(mainly due to keyword density).
 Rank higher in Google´s semantic
search for applications.

4. Bigger yet cheaper….
 For sheer size, the
Android platform has
no equal.
 Android has 48
percent of the
smartphone market,
 Android also
provides more
advertising inventory,
and at a lower cost.
 Google indicates
there are 8,50,000
Android device
activations per day
and total Google
Play app downloads
have reached more

5. Percentages of popular
categories

6. 3 Pillars of Android App
Success
CHECKLIST
1. Is there a market for
my app?
2. Is app well written?
Bugs=bad reviews
3. Have I done
marketing?

7. Outcomes of an app-Big Win .
Steady Win or No win
 To create a winning sales and marketing
strategy , it's important to understand the
dynamics of the Android Market and
understand that there are several
strategies you can employ.
 There are actually three possible
outcomes: the Big Win app, the Steady
Win app, and the No Win app. All apps
fall into one of these three categories.
Over time, and without marketing or
product updates, all apps will eventually
slide from one category to the next one
below it.

8. The Big Win—Grand Slam
 Generally characterized by explosive sales from
their launch
 Games, by far, make up the majority of the Big
Win apps
 Aim is to achieve quick sales on apps that are
priced in the games sweet spot—from $0.99 to
$2.99
 The longevity of this type of app may be short,
lasting only a few weeks or months.
 They are usually simplistic in their premise.
 Low on learning, high on enjoyment is the
rule of thumb for the quick win Big Win
games
 Often get a big break from the press as being an
app to look at.

10. The Steady Win—Base Hits
 These apps rely on Android app
reviews, positive blog posts, and
making it onto the Android Market‘s
―wall of fame,‖
 These apps also rely on good old-
fashioned, consistent marketing.
 Generally command a higher selling
price and can have more predictable
revenue streams.

12. The No Win—Strikeout
 Large number of apps on the Android
Market are DOA(Dead on arrival).
 Sometimes, even very well written
apps end up unnoticed and ignored.

15. Our Before Launch Marketing
1. Keywords(ASO)
2. Good Name and Description
3. Find competitors and compare
4. Choose right category
5. Create amazing icon
6. Great screenshots
7. YouTube videos before launch

16. POST
LAUNCH
MARKETING
ORGANIC PAID

17. Our Organic marketing
1. Signup for app store analytics .eg App
Annie,Mobile DevHQ.
2. App Review Sites(just started)
3. Social sharing –fb, twitter etc(lack of
target audience)
4. Encourage user to rate .(not very
effective in getting good reviews).
5. Forum and blogs
6. Guest blogging .
7. Linking to your other app list.(more app)
8. Building email list of target audience .

18. Our Paid Promotions
 App reviews.(just started)
 Admob in app advertising
 Mobile app tracking websites –
calculates downloads generated by
each paid source.
 Press Release-PRMac, Prweb,
StandardNewswire etc(avg $80/pr)

19. Possible Paid Promotions
Options
 Advertise on AdMob ($50)
 Advertise on AppBrain ($100)
 Pay per install providers
◦ Paying for the user to download and open an
application
◦ Providers include: Getjar, Everbadge,
Appbrain
 Incentivized Pay per install:
◦ The end user who downloads your app still has
to install your app but they got some sort of
incentive for doing so (normally virtual currency
in a game they were playing)
◦ Providers include: Tapjoy, Flurry, mdotm

20. Possible Paid Promotions
Options (contd..)
 Incentivized Pay per action / acquisition
◦ Incentivizing the user to engage with an app
rather than just download and open it.
◦ Providers include: Tapjoy are the only
company to offer this
 Social SDK‗s
◦ For gamers
◦ Allows gamers to discover new apps through
what their friends are doing and what's popular
◦ Providers include: Openfeint, Scoreloop,
Papaya, HeyZap

21. Possible Paid Promotions
Options (contd..)
 Adnetworks
◦ Billing an advertiser on CPC (cost per click) basis
◦ Tracking the conversion is the key success factor
◦ Tight management
◦ Providers include: Admob, Millenial Media, Jumptap,
Smaato, Adfonic
 Include more internet medium as part of your
mobile application marketing strategy like –
◦ Revver (video), Viddler (video), Appsfire, Zwapp (apps
which your best friend is using)(free)

22. Possible Paid Promotions
Options (contd..)
 Google adwords and banner ads
 Yahoo adwords and banner ads
 Affiliates ads-banner e.g. - Shoogloo, DGM,
NDTV, Star TV etc
 Email/SMS Marketing
But having a user database is the key
 Present a Youtube and publish it
before app release.
 Linkedin company page
 Twitter/Facebook ads

23. Constrains
 Discoverability-5000 new apps in android
market every month.
 Funding issues.(Budget for paid
promotion).
 Lack of target audience on fb,twitter etc.
 Stronger and more competitive standard
of applications and games.(some apps
not at par with other competitors).This
will be sought out as company grows its
expertise and will happen gradually.
 Some U I design not at par with other
competitors.
 Intense pricing pressure-most
developers drop low –offer low price for
great app.

24. Where are we lacking?
Shoot Bubble Deluxe(City Games LLC)
Avg Rating -4.5 stars(1,23,736 reviews)
Downloads- 10,000,000 - 50,000,000
Graphics- Avg
Category :Action

25. Our similar app with at par
graphics
Bubble Shooting Game Free(Fundoo
apps centre)
Avg Rating -3 stars(32 reviews)
Downloads- 5,000 - 10,000
Graphics- at par with a
successful app
Category :Casual
-WHERE ARE WE LACKING?
-Marketing and promotion

26. Unique apps not doing well
Lost in Camera : Treasure Hunt (Creatiosoft)
Avg Rating -5 stars(6 reviews)
Downloads- 500 - 1,000
Graphics- not at par with
competitors
Category :Arcade & Action
-WHERE ARE WE LACKING?
-Marketing and Graphics

27. Successful apps
Love at Night Live Wallpaper
(GalaxySoft)
Avg Rating -4.5 stars(1,446 reviews)
Downloads- 100,000 - 500,000
Graphics- Attractive
Category :Personalization
WHY SO SUCCSSFUL?
-Attractive graphics

28. Time to experiment
 We are doing everything in non paid
marketing acc. to information available in
books and on internet .
 We should start paid promotions.
 Other app developers are definitely doing
some thing extra apart from what we are
doing to find out that we need to experiment.
 We need to experiment with various paid &
non paid marketing strategies in order to
devise the PERFECT strategy.
 Need of refreshing new ideas and their
proper implementation.

29. What needs to be done?
1. Improve graphics for attracting android
users.
2. Bug free apps for getting better
reviews.
3. In budget paid promotion for good
apps.
4. Attracting target audience via fb, twitter
by posting competitions etc.
5. Encouraging users to write better
reviews .
6. Maintaining a email list of target

30. ANY QUESTIONS ??

31. THANK YOU