How do we market…

Mobile Applications

Mobile App Brand ObjectivesProduct Enhancement and Value Ads

Customer Support

Entertainment

New user acquisition

Brand awareness

Customer engagement

Brand extension

In-app purchases

Generate revenue

In-app purchases

Ad publishing

Great Branded Mobile Apps

Brand Experiences on Mobile

Mobile Apps are great, but….

Not everyone needs an app.

Mobile Apps fulfill a specific need that can’t be met

through a responsive site, for example:

Need to store information online

Quick-loading

Easily accessible information

Fun and entertainment!

Every marketing project is mobile!

Responsive design

Mobile-optimized emails (single column layout)

Social is targeted to mobile

AdWords Enhanced Campaigns

How mobile apps grow brand awareness:

Beyond the Conversion: Mobile App Marketing Goals

The Challenge:

There are millions of apps in

the app store…..

… and they’re growing every day.

Competition + Saturation = Need for Differentiation

Keys to App Marketing Success

Product Quality: Create a strong app with no bugs or

crashes. Communicate with customers over issues to

encourage loyalty.

Create Buzz: Stimulate discussion and brand buzz among

influencers in the target customer community, among app

reviewers and tech bloggers who focus on new app

releases.

Get Found: Use App Store Optimization best practices to

be easily found in the App Store and Google Play

Create an Initial Burst: Use Paid Advertising and existing

customer platforms (website, text, email) to spur initial

downloads and reach high rankings in the App Store,

spurring organic growth.

Keys to App Marketing Success

Encourage Sharing: Incorporate social sharing, email

referrals and text messaging to stimulate organic sharing

of the app.

Solicit Feedback. Request Feedback and solicit Ratings

and Reviews from satisfied customers, contributing to App

Store Rankings.

Track and Measure. Use Analytics and tracking to

continually optimize ad spend, track in-app purchases and

identify highest value users.

Leverage Other Channels. Incorporate social media and

email marketing to create a community for app users.

Mobile App Marketing Strategy

Prelaunch and Public Relations

• Build buzz well before launch

• App blogs and tech bloggers target people in the mindset

of downloading apps

• Release a sneak peek for journalists

• Create relationships to be featured in “New and Notable”

• Find a newsworthy angle

• Encourage existing customers to promote it

App Store Optimization

You can do all the PR in the world…

……but if no one can find it, they won’t download it.

ASO differs for Google Play (Android) vs the App Store

(iOS)

An ASO strategy requires the same elements as SEO:

Competitor analysis

Keyword Research

App Store Optimization Deliverables:

Submitted keywords

A keyword-rich and conversion-optimized app store

description

Localized information, languages, reviews and ratings

High quality screen shots, videos (Google Play) are

defining factor

Encourage Reviews and Ratings

Push notifications

Paid Advertising Advertising Channels•Ad Enablers and Networks

• iAd, inMobi, AdMob•Incentivized Networks

• TapJoy, JumpTap•RTB Exchanges•Facebook Exchange•Google AdWords•Direct Media Buys

Display Ad Types•In-app ads

• Expanded banners

•Mobile banner ads•Interstitial•Rich Media

• Video

Bust Marketing

To get to the

top of a

category:

Get

MAXIMUM

downloads in

MINIMUM

time

Cross-Channel Promotion

Referral Marketing and Amplification

Push notifications to rate and review

In-app gamification and incentivization

Mobile App Marketing Services

How Do I Price It? Ask Your Marketing Manager.