Mobile App Marketing 101

1. Digital Marketing Webinar App Marketing 101 Sep 26, 2014 | Binay Tiwari (Mobile Internet Evangelist) www.digitalvidya.com

2. MARKETING APP101

3. Presenter: Binay Tiwari Mobile Internet Evangelist •  I <3 Mobile 10+ Years in Internet & Mobile Connect on LinkedIn www.linkedin.com/in/binaytiwari

4. Apponomy is super competitive! MILLION APPS 1 OVER

5. Marketing your App is CRITICAL to succeed!

6. Overview Potential Users App on Device Page on App Store

7. MAXIMIZE the objective at each stage Potential Users App on Device Page on App Store MAXIMIZE Interest MAXIMIZE Conversion MAXIMIZE Usage

8. Page on App Store

9. Prepare for the Moment of Truth! App file (.apk / .ipa) •  Key Services •  File size Visual Assets •  Video •  Screenshots Text & Other Elements •  Description •  Rating / Reviews

10. 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

11. 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

12. 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

13. 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

14. Reaching Potential Users

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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”

21. 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

22. 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)

23. 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)

24. 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

25. 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 ?

26. 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)

27. 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

28. App on the device

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. Questions? Connect with Binay on LinkedIn www.linkedin.com/in/binay=wari

36. www.digitalvidya.com Found It Useful? Join upcoming Digital Marketing Webinar live! http://www.digitalvidya.com/webinars/

Mobile App Marketing 101

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