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The official app marketing playbook - created by Oren Todoros, CEO at AppsMarketing.mobi.
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App Marketing Strategies
May, 2011
CLIENTS SNAPSHOT
The Game Trail: App Game Trailers and Discovery.
Soundtrckr: Geo Music DiscoveryFeatured in the App Store in 27 places.
Bar Refaeli: Official AppExclusive videos from interviews and campaigns.
The Soul Mate Within:Unleash the law of attraction,Attract your ideal soul mate.
Megamind StoryBook:Featured New & NoteworthyBased on the DreamWorks Animated Movie.
The Penguins of Madagascar:#1 Top iPad Book App. Packed with activities that entertains kids of all ages.
APPSMARKETING INTRO
Launched in Dec 2009, AppsMarketing Works with independent developers and development firms to promote their app through the various app stores.
WORLD OF PAID
WORLD OF AWARENESS
APP MARKETING STRATEGIES
Discovering apps today, is like drinking from a fire hose.
We’re right back to where the web was in the early 90’sOverload of apps - Too many app stores - Short amount of time
WEB Seach vs. APP Discovery
WEB – Good search but lack of discoveryMOBILE - Good discovery but lack of search.
THE STATE OF APP DISCOVERY
THE STATE OF APP DISCOVERY
Appolicious FAAD AppsFire Chomp
Not to mention app discovery services on the web / social networks: AppShopper – 148Apps – AppBoy – Appolicious, etc…Clearly there’s a serious problem here. “We prefer to see it as an opportunity”
AppFreeway
Moving forward apps are going beyond mobile.
Not only to tablets but also to the web (Chrome Web Store), the desktop (Mac App Store) and the billions of connected devices out there from TVs to cars.
Recent Triggers: •An industry in its infancy – Roughly 3-4 years since Android Launch• Ease of purchase – One Click - Thanks Apple•The speed of innovation – App development time is fairly short•300,000+ iPhone Apps – 200,000 + Android Apps•If you can do it on your PC you can do it on your phone
User Perspective -Taking your content or tasks with you on the goMarketing Perspective - Reaching you anywhere, anytime
WHY APPS? WHY NOW?
YOU AND I are not Oprah… Brand names are taking up very limited retail space.
The bar is being raised.
Apps have to have significantly high value to make an impact.
No MARKETING mechanism on the Apple App Store.
MonetizationFree, Paid, Freemium, Ads???
THE BIG APP CHALLENGE
More games for iOS than 4 generations of game consoles.
ROI Measurement is somewhat problematic.Requiring code to be implemented in the app.
Will it be approved? Investing hundreds to a few thousand dollars on an app that may not be approved.
"We will reject Apps for any content or behavior that we believe is over the line. What line, you ask? Well, as a Supreme Court Justice once said, "I'll know it when I see it". And we think that you will also know it when you cross it.”
MORE APP CHALLENGES
Games Category – November statsTotal Games: 53K apps (iPhone)Total US Paid Apps: 19KTotal US Free Apps: 35K
Categories are broken down intosub-categories for level out the playing field.-Action-Adventure-Arcade-Board Games- Etc…
Books are as competitive as Games.
TIP: If your app is not a GAME pick a better category.
TIP: Guessing how much your app should be sold for is not a strategy.
REAL APP STORE STATS
http://www.mobclix.com - Stats
Resource:
http://www.mobclix.comDetailed app stats, segmented by categories
http://www.appannie.comInsights into 297,899 apps by 68,836 companies across 90 countries
http://www.appstorehq.com/Library of great apps with a social flavor
REAL APP STORE STATS
• OWN YOUR SOCIAL PRESANCES• APP LANDING PAGES• LEVERAGE USER GENERATED CONTENT• LOVE LETTERS – NOT PR PITCHES• GOOGLE’S HOT SPOT• IN APP CROSS PROMO• APP STORE’S ADDED VALUE
TIPS TO RULE THE APP CHARTS
70% of bloggers are organically talking about brands on their blogs.
38% of bloggers post brand or product reviews.
Think vertical. Your Mom, Dad, Sister, Brother probably have never and will never read app review blogs.
Video It’s not only YouTubeThe next big impact in how app discovery is done.
YOUR AUDIENCE IS WAITING
OWN YOUR SOCIAL PRESENCE
SAY IT WITH IMAGES AND VIDEO
APP LANDING PAGES
Hundreds of Thousands of Views
LEVERAGE USG
Hello, You don't know me, my name is Bruce and I am a Moose!
I live in a new iPhone app called "Find Bruce" (because I like to hide and you should find me!). It's an iPhone game made for little kids!
I know there are some other new "apps-for-kids", but I like to think that I'm special…
LOVE LETTERS – NOT PR PITCHES
APP EXPOSURE
Megamind on AppBoy Bar Refaeli App on TiPb
BugFest YouTube Reviews
Penguins of Madagascar
New and Noteworthy
ChatSquare on The DailyApp Show
iSpy Phonics on CrazyMikesApps
PR GOING BACK A STEP
GOOGLE’S HOT SPOT
"iShotgun Pro" is the full version of the successful and addictive skeet shooting game "iShotgun Lite"
YOUR APP HERE
IN APP CROSS PROMOTION
Halloween, Christmas, Valentine's Day, pretty much any holiday is perfect leverage for promoting your app.
Try to schedule your apps release just in time with a major occasion, weather that be a holiday or other worldly event. This was especially true for soccer game apps around world cup time.
Vuzvuzella app anyone!?
Rovio “Angry Birds”Christmas, St-Patrick’s DayEaster….
KEEPING UP WITH THE TIMES
1. Reviews are essential for any application’s success2. Your apps title is also prime opportunity to grab a user’s attention.
iDoodle Jump – BE WARNED: Insanely Addictive!3. Screenshots, this is your time to shine! make sure you wow them with the
most visually stunning screenshots your app has to offer.4. Got featured? Make it known!
APP STORE’S ADDED VALUE
• Free apps need to reach critical mass to before they can convert with up-sell• Ad Based Apps are annoying, but not annoying enough.• Paying even a little money for an unknown app is something people don’t want to do. And by people, I mean me.
MONETIZING YOUR APP
3 out of the top 5 "TOP GROSSING" apps are FREE!
Actually they're Freemium based meaning you grab the game for free but pay a couple of extra bucks to progress through levels or buy virtual currency.
Debating your pricing strategy? This should tell you something dear developer.
CASE STUDY
THE PENGUINS OF MADAGASCAR
1. Landing Page Content
2. Video Teaser Promotion (8,690 views)
3. Press Release Distribution (2,000 reads)
4. Blogger Outreach (200 app reviewers)
5. Facebook, Twitter Visibility
6. AdMob Campaign (sucked)
7. Tracked stats via AppAnnie.com
8. Updated App Description
Results - #1 Storybook App US – Nov 14th, 2010
KEY TAKEAWAYS
1. Pricing: It’s always easier to go down than up
2. Don’t Assume people will simply find it.
3. Say it with Images and Video
4. Invest in Design
5. Sell the need, not the features
6. No Amount of Marketing Will Make a Bad Product good.
AppsMarketing.mobi
E-mail: [email protected]: +972 52 759 6521Skype: Oren.Todoros
Twitter: @Apps_MktgFacebook: AppsMarketing Page
AppsMarketing.mobi
E-mail: [email protected]: +972 52 759 6521Skype: Oren.Todoros
Twitter: @Apps_MktgFacebook: AppsMarketing Page
CONTACT US
