The document discusses strategies for marketing mobile apps, including: 1) Conducting market research, usability testing, and conversational analysis to inform the development of a mobile app and content strategy. 2) Developing a pre-launch media strategy that focuses on owned, earned, and bought channels to generate awareness and downloads. 3) Executing a post-launch strategy that balances paid, earned, and owned media to promote the app, introduce it to new users, and encourage repeat engagement.

1. Marketing Mobile Apps
12/01/11
11AM PST / 2PM EST
MMA EDUCATIONAL SERIES
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2. TBD Overivew
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3. PUT KEY LEARNING OBJECTIVES HERE
• LO 1
• LO 2
• LO 3
• ….
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4. NAME
Rachel Pasqua
iCrossing
rachel.pasqua@icrossing.com
@rachelpasqua
Rachelpasqua
Moderator
Michael Becker
Managing Director, North America
Marketing Association
michael.becker@mmaglobal.com
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5. Don’t forget to Tweet about this session using
hashtag: #MMAWeb
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6. How do you stand out in a crowd?
Smartphone and tablet desktops are the most valuable real estate in the world.
For content owners, staking a claim on the 1st or 2nd page of a consumers
mobile device – their “Personal Real Estate” is essential.
But it’s an increasingly crowded marketplace and standing out is a challenge.
450,000 iOS apps and over 10 billion daily downloads
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7. Most users go directly to the app store on their device to find apps so
achieving a high visibility within the app stores is essential.
Rank within app store categories, for keyword searches and for specific
spotlight areas – e.g. What’s Hot – are based almost entirely on rank.
Rank = + + +
Today’s Yesterday’s Downloads from Recent
Downloads Downloads 2 days ago Usage/Engagement
This creates a catch-22 for content owners – to get downloads, you need a
high rank but to get a high rank, you need downloads.
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8. The end goal for all brands that develop an app is engagement – an always-on
connection with a user and a permanent spot on their 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 6 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
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9. A successful mobile app starts with a good idea – but making that idea a
reality is a complex process. Brands that understand the app development
lifecycle have a greater chance of achieving their goals by generating
downloads AND engagement
Usability
Testing
Content
Strategy
Implementation
of findings
Bought Media
Validation
Dev & QA
Beta Test
Design &
Planning
Develop
Ideation
Earned Media
Owned Media
Pre-launch Content and Media Strategy Post-launch Media Execution
Active Listening
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10. 26% of app users are loyal customers – the ones that will use your app consistently
become and stay connected with your brand.
Content and media Strategyfocuses 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.
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11. A well-planned and carefully curated combination of Bought, Earned and Owned
media create the downloads required for natural visibility and create a consistent
level of awareness that captures new users.
Earned Media Bought Media
Blogs, Directories, email, Targeted mobile
PR and other earned advertising campaigns
channels promote generate the high-volume
iCrossing utilizes active listening, market research downloads required to
awareness and brand
and targeted user testing to develop and validate a achieve rank.
advocacy.
content strategy for mobile apps.
.com
Owned Media
Brand Web site, branded content and social spaces support
natural search visibility and awareness.
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12. Content strategy and media strategy in the pre-launch phase lay the
groundwork for a successful and highly visible app.
Tactical execution of Bought, Earned and Owned media post launch work in
harmony to drive download and engagements.
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
LAUNCH
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
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13. Pre-Launch:
Content Strategy
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14. Mobile Content Strategy utilizes Conversational Analysis, Market Research
and Usability Testing to inform ideation, validation and, ultimately, final
development of a successful mobile application.
Conversational Market
Usability Testing
Analysis Research - Competitor insights
- Competitor insights - Competitor insights
- Consumer Insights
- Consumer Insights - Consumer Insights
- Market trends
- Market trends - Market trends
Ideation Validation
The Mobile App Creative brief, a document that results from this process
defines the criteria essential to the success of your app – i.e..:
• Target audience • Revision or removal of content/functionality
• Target platforms from an existing app
• Content and functionality • Addition of new content/functionality to an
• End user experience existing app
• KPIs
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15. Pre-launch, conversational analysis using tools like Nielsen BuzzMetrics provides
detailed insights into consumer preferences that guide content strategy.
Post-launch, continued monitoring shows high-level trends in terms of mentions &
tonality that guide ongoing awareness and actions measurement.
Prelaunch analysis Post-launch monitoring
Evaluative Diagnostic
Amount of
conversation Dictate
marketing, outreac
•Awareness and h, and promotion
reach
LAUNCH
Tonality of
conversation Manage the
communication of
•Success of the the value
value proposition
proposition
Topics of
conversation
•Important and Specific input on
unimportant improvement, refi
elements nements and
alterations
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16. Market research utilizing primary research, internal data and subscription
research tools identifies and analyzes the organizational goals, target
demographics and industry influences that shape app content and features
and establish KPIs.
Environment Audience
• Target Demographics
• Marketplace Dynamics
• Competitive Situation Audience
• Inspirational Brands Environment
The strategic
imperative for a
client’s app
marketing program is
Organization found at the
Organization intersection of
• Stakeholder goals
• Content availability Environment, Aud
ience and
Organization.
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17. Usability testing of a functional beta with consumers that match an app’s
target audience enables us to fully validate the content and
functionality, answering key questions like:
• 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 TEST 2 MATCH 3 EXPLORE 4
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
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18. Design and Develop: documentation
Proper documentation enables content owners to remain focused on the
established goals as they move through the design and development phases.
Business Documents
Requirements - The user experience
- WHO the intended - The content approach
audience is
-Tools, functions and
-WHAT the app is features
supposed to do
-HOW success will be
defined and measuered
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19. Design and Develop: documentation
Proper documentation enables content owners to remain focused on the
established goals as they move through the design and development phases.
Business
Requirements Functional
Creative Brief
What are the desired Requirements
Who is the audience
results How will the app
What does the app do
How success will be work
defined and measured
Mobile Application Documentation
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20. Ideation
•Understand your audience
•Understand the competitive landscape
•Focus on the user first and the brand second
Validation
•Make sure there is a market for your idea
•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
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21. Pre-Launch:
Media Strategy
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22. Most searches for apps happen outside of traditional search channels like Google
and 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%
70% iOS
60% Android
50%
40%
30%
20%
10%
0%
Browsing Searching for Word of Seeing ads News articles A brand I Other
through top a specific type mouth while using or blogs know
app store of app other apps introduces an
rankings app to me
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23. Because you can’t buy what you can’t find.
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
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24. So content owners face a catch-22.
To get downloads, you need high visibility. To get high visibility, you need
downloads. To achieve this, you have two options:
Over 80,000 sold!
• 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
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25. There are no keyword tools designed to inform app store content
development – your best best is assessing the competition. Similar apps
the achieve a 1st or 2nd page result will help feed your keyword strategy.
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
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26. App metadata is the essential, basic info that is findable when a
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.
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27. Owned Media Strategy – app store real estate
Your app store landing page should be eye-catching and keyword rich with
descriptive content and visuals.
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28. 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
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29. 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
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30. Bought Media Strategy: campaign planning
A substantial, well-planned media spend can generate the download necessary to
achieve high visibility. It cannot, however, generate post download engagement.
Moreover, the effect last only as long as a brand continues to spend.
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
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31. Earned Media Strategy: planning influencer outreach
Connecting with influencers and engaging with users in social spaces
introduces the app to new audiences and keeps the app top of
mind, encouraging repeat usage.
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
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32. Post-Launch:
Execution, Outreach &
Optimization
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33. The key to success post-launch is to strike the right balance of
paid, earned and owned media for promotion of your app.
Owned
Optimization of
content supporting
the app to increase
awareness
Bought
Earned
Targeted Influencer
advertising that outreach that
introduces your spread the word in
app to the widest key spaces
possible audience
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34. Bought media drives the initial downloads required for visibility while Earned and
Owned 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
Dashboards
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35. The primary goal for Bought Media (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.
Once a high rank and search visibility are achieved, Bought efforts can be scaled down as Earned
and Owned tactics are ramped up to support consistent awareness, downloads and engagement.
Multiplier Effect of Bought Media
Lots of
Download
s
Easy High
Discovery App Store
For Users Rank
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36. Earned Media efforts focus on opportunities to generate awareness and increase likelihood of favorable media
mentions, social sharing, downloads and positive word of mouth around an app.
Activities include influencer outreach to key app directories and blogs as well as to niche bloggers in an app’s
vertical space (e.g. news blogs, travel blogs), email marketing campaigns and various other PR efforts.
Recommendations are delivered in the Earned and Owned Media document.
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37. Owned Media activities focus on SEO , content development and other optimization of owned
media and spaces – e.g. .com Web site, Twitter and Facebook accounts and other digital and
offline assets.
Recommendations are delivered pre-launch in the App Store Metadata Worksheet and the
Earned and Owned Media document.
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38. We placed display ads on app review sites as well as a video
review on a popular YouTube channel.
We also invested in incentivized downloads where for a small
fee, plus the cost of the app, we were guaranteed a certain
amount of downloads and reviews in iTunes.
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39. • Various analytics tools may come into place throughout the course of the Content Strategy and
App Marketing Engagements depending on the activities involved including, but not limited to,
Google Analytics, Omniture, I2A, DART, Sharp Analytics, etc.
• Overall cumulative success of the initiatives, however, is measure in app store rank and visibility
through out the three month period post-launch.
• Categorical rank and keyword visibility are tracked on a daily basis with trends mapped to the
Bought, Earned and Owned initiatives executed.
• Reports are issued at the one and two month marks post- launch with the final Summary report
outlining ongoing recommendations based on campaign learnings.
Launch Monthly Final
• Rank tracking Analysis Recommendat
and analysis Summaries ions
start when the • Review of media • Recommendation
app goes lives mentions and s for ongoing
directory listings bought, earned
• Review of daily and owned efforts
Applicatio First app store rank based on app
Second Report
performance Summary
n Launch Report across categories
and keywords Report “TBD TITLE
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40. We paid for expedited placement in the ones we deemed most
valuable. This effort was key in driving traffic back to our owned
space (landing page) in the App Store.
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41. We contacted high profile mobile app and gadget blogs with a promo code and a
polite request for a review on their Web site and in iTunes.
Premium app developers should always include a
promo code that enables the reviewer to obtain a
free copy.
Apple provides you with 50 promo codes for this
purpose with submission of a new app or an
update.
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42. 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).
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43. A retained team of iCrossing strategists, researchers and usability specialists work
with each client to craft a custom program for their mobile application.
Pre-launch Post-launch
Marketing Plan
Content Strategy App Marketing
8-12 weeks Dev. 12 weeks
Market research 2 weeks
Owned media planning • Directory submission
• Competitive analysis
• Keyword research • Link acquisition
• Industry insights
• Metadata and copy
• Stakeholder insights • Copy optimization
Paid media planning • Influencer outreach
Usability Testing
• One-on-one user testing • Media placement plan and • Paid media management
• Focus group testing budget
• Audience management
Earned Planning • Promotional campaign
Promotional content • Target blogs execution
• Campaign planning • Target directories
• Optimization of PR, email • Content seeding
• Content development
and social spaces copy
Optimization
Ongoing monitoring of conversations in key social spaces to improve app content and experience.
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44. Here we posted about the new version, its features and the many
benefits of using Zynked, plus our ideas for the next release. For
brands with an existing Facebook Page a custom tab is also a great
idea.
Dedicated Facebook pages and/or
tabs enable app developers to
generate awareness and keep fans up
to date on new features and content.
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45. This turned every user into a brand ambassador and every tweet and
share into an endorsement for Zynked within their social graph.
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46. Prior to launch, we tested Zynked not just for bugs but for validity.
We put beta builds in front of people we knew who matched our
target demographics and we asked them:
•Would you buy this app?
•What would you change?
•What would you add?
We responded to every Facebook
post and tweet.
We took every review seriously.
And we applied what we learned to
making a better app.
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47. • Do your keyword research: assess competitors and similar
apps – don’t rely solely on brand keywords
Pre-launch
• Use that research to build keyword rich app store metadata
• Create a list of target blogs and app directories
• Create a dedicated Web page or separate site for your app
• Plan and budget your paid media
• Plan your Twitter strategy
• Plan your Facebook strategy
• 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
Post-launch
• Submit to app directories
• Reach out to influential bloggers and request reviews
• Use Google alerts to keep track of every mention of your app
• Request back links from every place your app is favorably
mentioned
• Tweet, blog and post to Facebook
• Engage your users and respond to their feedback
• Apply what you learn to future iterations of your app
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48. Assess your visibility inside the App
Store/s
•Are your keywords on target?
•Have you created engaging and keyword-rich App Store
Assess your visibility outside the App
content?
Store/s
•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?
Connect your social spaces to maximize awareness?
•Are you using 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
•…and connect with influencers who can spread the word
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49. NAME
Rachel Pasqua
iCrossing
rachel.pasqua@icrossing.com
@rachelpasqua
Rachelpasqua
Moderator
Michael Becker
Managing Director, North America
Marketing Association
michael.becker@mmaglobal.com
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50. • MMA Global Awards Nomination Deadline: Sept. 19
(http://awards.mmaglobal.com)
• MMA Forum, Los Angeles - November 16/17
• See http://forum.mmaglobal.com
• MMA Canada Road Show - Oct 24-27
• See http://mmacanadaroadshowoct11.eventbrite.com
• MMA Global Awards Dinner, Nov. 17
Planning for 2012, contact Michael Becker at
northamerica@mmagobal.com and get involved
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51. Sponsor Logo
ADDITIONAL RESOURCES
• URL 1 • URL 4
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• URL 3 • URL 6
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