mobile app marketing: the ultimate guide to success

Download Mobile App Marketing: The Ultimate Guide to Success

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As of June 2014, Apple announced there were 1.2 million apps available to download in their iOS app store. In such a crowded and growing marketplace it’s hard for apps to stand out. Hundreds of thousands of apps remain buried in the depths of the App Store, unused, un-downloaded and unloved. Everyone wants to be the next Uber, Instagram or Candy Crush. So… what’s their secret to success? Part of their secret is creating a great product that is integrated into the lives of its users. But, what a lot of people forget is how difficult it can be to find & acquire loyal app users. We believe that’s the second half of the secret. While there’s no specific formula for success, we’ve created a guide for successfully marketing your mobile app. Based on our past experience and brand and mobile expertise we’ve put together a guide for marketing mobile apps. In this toolkit, we share 8 things that every mobile app processes, resources and recommendations that we’re confident will guide your app to success.

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  • CONTACT US PAPPAS GROUP - A DMI COMPANY Mark Beekman 312.399.6111 mbeekman@pappasgroup.com www.pappasgroup.com MOBILE APP MARKETING: THE ULTIMATE GUIDE FOR SUCCESS
  • mobile app marketing: THE ULTIMATE GUIDE FOR SUCCESS mobile app marketing: THE ULTIMATE GUIDE FOR SUCCESS Introduction.........................................................................3 1. Prioritizing Goals & Objectives.....................................5 2. Beyond App Install Campaigns....................................7 3. Measuring & Optimizing...............................................9 Testing & Learning......................................................... 10 4. Creating Your Ideal Customer....................................13 5. Driving Discovery.......................................................... 17 Paid Media...................................................................... 18 Mobile Ad Networks.......................................................19 What Are Bursts?...........................................................21 Paid Social Media.......................................................... 22 Digital Display...............................................................23 Native Advertising........................................................23 Paid Search................................................................... 24 Broadcast TV................................................................ 25 Radio............................................................................ 26 Outdoor.........................................................................27 Events...........................................................................27 Owned Media..................................................................28 1. Blog...........................................................................29 2. Mobile Website..........................................................30 3. Email Newsletter.......................................................30 4. Social Media...............................................................31 5. Customer Referral Programs.....................................34 Earned Media..................................................................35 1. Blogs & Review Sites..................................................36 2. PR & Influencer Outreach..........................................36 3. Customer Reviews..................................................... 37 4. Partnerships & Stunts...............................................38 6. Optimizing App Store Rank.......................................39 7. A Note about Content..................................................41 8. 5 Fatal Errors................................................................. 42 Conclusion.........................................................................45 Pappas Group: A DMI Company....................................46 Sources................................................................................47 COPYRIGHT 2014 PAPPAS GROUP, LLC TABLE OF CONTENTS_ _PAGE 2 OF 17WWW.PAPPASGROUP.COM
  • mobile app marketing: THE ULTIMATE GUIDE FOR SUCCESS Today, more than 86% of all time spent on mobile devices is spent in apps vs. the less than 14% in mobile browsers. Its clear that consumers prefer the immediacy and functionality of an app to the mobile web experience. This is why everyone from big brands to startups has begun to employ an app-first mobile strategy and why entire businesses and revenue streams are centered around apps. This shift brought with it a greater focus on marketing mobile apps. With revenue forecasts, jobs, and even entire companies at stake, marketers have become much more strategic in how they drive app discovery, acquire the right users, and retain them. Top marketers are shifting greater resources toward mobile marketing channels to support bigger and bigger bets on apps. Growth hacking a term used to describe ongoing user acquisition and revenue experiments - has become omnipresent in startups and big companies alike. This is the new high stakes game of poker. THE ERA OF MOBILITY IS UPON US AND MOBILE APPS REIGN SUPREME_ COPYRIGHT 2014 PAPPAS GROUP, LLC _PAGE 3 OF 17WWW.PAPPASGROUP.COM
  • THE GOAL_ Claim a space on a customers mobile device - be downloaded, frequently used, and loved. THE CHALLENGE_ There is no proven roadmap for marketing an app, there are more than a million competitors, and the tools and tactics available to marketers change everyday. SO, HOW DO YOU WIN? There is no formula, but thinking about an app as a brand or product is a good starting point. This forces brands to think strategically and focus on metrics that matter most to their business. And, youll not only consider the building blocks of the mobile marketing playbook, but also the strategies that will make your app standout in consumers minds, fuel conversation and become part of your customers daily habits. Here, well provide a framework for marketing a mobile app based on our past experience and expertise in this space. We outline the eight things apps need to do to claim a place on a customers phone and earn a role in their everyday lives. The eight things apps need to do to be successful are: 1. Prioritizing Goals & Objectives 2. Beyond App Install Campaigns 3. Measuring & Optimizing 4. Creating Your Ideal Customer 5. Driving Discovery 6. Optimizing App Store Rank 7. Content 8. Five Fatal Errors We will also provide some examples from well-known and successful mobile apps. INTRODUCTION_ COPYRIGHT 2014 PAPPAS GROUP, LLC _PAGE 4 OF 17 mobile app marketing: THE ULTIMATE GUIDE FOR SUCCESS WWW.PAPPASGROUP.COM
  • As with any marketing initiative, clearly defining and prioritizing goals is imperative when it comes to marketing a mobile app. While there are an overwhelming number of approaches to choose from, understanding what youre trying to achieve provides a solid foundation upon which you can narrow your focus and develop a successful plan of action. Many brands set a goal to be a top-10 app in a certain category. To get there, most set install and cost-per-install (CPI) objectives. I want to drive 100,000 installs of my app at a CPI of $3.50, theyll say. This number (cost per install) usually comes from a revenue model that investors and developers are excited about, but every model weve ever seen is off by some order of magnitude. It is logical to assume that the number of downloads or installs an app receives is a good indicator of whether or not a mobile app marketing campaign has been successful. However, metrics that focus on retention like cost per daily active user are far more useful key performance indicators (KPIs) to judge the success of your efforts. The long-term success of an app is not marked by raking in installs, but having loyal users that are regularly engaging with the app, purchasing, converting, and incorporating it into their daily lives. Thats why today, consumer-driven apps focus on the LTV (Lifetime Value). It is certainly healthy to set long-term goals, but when it comes to app marketing, its necessary to think in the short term, too. When doing so, think beyond the install and cost-per-install targets. Instead, think about what you really want to see from users. Is it engagement? Active use? Revenue? Figuring that out will help you gain a clear picture of what your short-term objectives should be and help you develop a plan to balance focusing on the short and long term. 1. PRIORITIZING GOALS & OBJECTIVES Repeat users generate 25%more in-app purchases As of June 2014, 75billion mobile apps downloaded from the Apple Store $6.4billion in total iOS App Store Revenue in 2013 65%of people stop using apps three months after its install COPYRIGHT 2014 PAPPAS GROUP, LLC _PAGE 5 OF 17WWW.PAPPASGROUP.COM mobile app marketing: THE ULTIMATE GUIDE FOR SUCCESS
  • mobile app marketing: THE ULTIMATE GUIDE FOR SUCCESS1. prioritizing goals & objectives_ mobile app marketing: THE ULTIMATE GUIDE FOR SUCCESS USE, NOT INSTALLS AWARENESS INSTALLS USERS PURCHASES $ _IMPRESSIONS _MENTIONS _TRAFFIC _COST / INSTALL _COST / LAUNCH _COST / LOYAL USER Very important in the early phases to gather initial learnings about the users. Other KPIs help optimize for this KPI in later phases. Anticipate slow data acquisition due to long window, therefore this KPI become more important as time progresses. User interactions & purchases reveal high value segments & Lifetime Value making this KPI #1 as campaign progresses. $$ $$$ $$$$ THE FIRST MAJOR DECISION IS TO DETERMINE WHAT METRIC IS MOST IMPORTANT TO YOU. TO BUILD A SUSTAINABLE BUSINESS, WE RECOMMEND FOCUSING AND OPTIMIZING ALL ACTIVITIES ON HIGH VALUE USERS AS DETERMINED BY COST/LAUNCH AND COST/LOYAL USER. 1. WE RECOMMNED: COPYRIGHT 2014 PAPPAS GROUP, LLC _PAGE 6 OF 17WWW.PAPPASGROUP.COM
  • In mobile, many brands become too focused on low-cost, app-install campaigns. The temptation to only run these low-cost efforts that yield immediate returns is simply too great to turn down. However, these install campaigns are part of what drives upward of 86% of downloaded apps to be deleted without ever being opened. Before a brand dives headfirst into an app- install campaign, its important you understand the critical role that multi- channel marketing has on the overall success of their app and brand. Simply put, multi-channel marketing means reaching out to new potential users by increasing the level of awareness, promoting interest and building cr