App-Promo Android Marketing TO Presentation

App-Promo / [email protected] / www.app-promo.com / Tweet us @AppPromo

App-Promo

AndroidTO 2011

of App Discovery

Tackling the Challenge

• App Promotion/Discovery Challenge

• Android App Market Stats

• Who We Are: App-Promo

• 10 Marketing Principles

• App Store Marketing: Tactics & Tips

• PR & Blogger Outreach: Tactics & Tips

• Paid Media: Tactics & Tips

• Q&A

AGENDA


• Many companies invest money in developing apps but do not invest in marketing and promotion and discovery

• Lack of understanding about the importance of consistent marketing, promotion and PR to build the brand

• Limited time or resources to start and sustain and refine marketing & promotional efforts

• Importance of customizing messaging, target audiences, promotion and marketing channels.

• Unaware of the discovery channels and opportunities outside of the major app stores

THE APP PROMOTION CHALLENGE


• Between Q4 2010 and Q2 2011 the Android Market grew 127% in number of apps, while the Apple App Store grew 44%

• In Q3 2011, the number of active mobile applications in the Android Market stood at 319,161 compared to 459,589 in the Apple App Store

ANDROID MARKET STATS


• In September ‘11, Android Market added a record breaking 42,000 new apps

• At the send of September 34% of active apps were PAID however this month that figure is only 26%, which shows developers are developing more free content than before.

• Average selling price in Android currently equals $3.18 US

• Nearly 50% of all new added content falls into four top categories

① Games

② Entertainment

③ Personalization

④ Music and Audio



• The average publisher on Android has placed more the 6 applications in the Market since launch compared to over 4 apps for iOS

• The Android Market has also removed more the 37% of published apps

• More than 78% of the apps removed were free applications



• Android users are expected to be downloading more Apps than iOS by Summer 2012

• Both stores should reach 3.2 Billion downloads per month by next June 2012

• After that Android is expected to eclipse App Store downloads



• We are experts in developing and executing custom, integrated PR and marketing plans to build awareness and drive downloads

• App-Promo can connect you with the relevant media outlets to build visibility

• We use an array of marketing tools including social media, contests & promotions, search, mobile advertising, online advertising and video to drive downloads and revenues

• App-Promo has generated results for every client we have worked with and consistently provide reports and analysis to our clients

WHO WE ARE: APP-PROMO


10 MARKETING PRINCIPLES


TACTICS

1. Your Product Page is a Marketing Opportunity

2. Power of Branding: Name & Icon

3. Importance of Reviews & Ratings

4. Thinking beyond Android Market by using 3rd party resources

MARKETING WITH APP STORES


• Don’t forget this page is meant to Sell Your App

• Organize your page

• Marketing text in first 400 characters

• Max out your description with keywords

• Use page for announcements

• Take advantage of promotional graphics, text and video

1.MARKET PRODUCT PAGE


APP STORE MARKETINGTACTICS & TIPS

• Have an existing strong brand? Use it!

• Choose a name that means something to your app

• Keep it simple

• Make it memorable

• Think About the Audience

• Look to Your Competition

• Keep it consistent across all properties

2.POWER OF BRANDING



• Use those stars to stand out

• Equip your app with in-app reminders

• Elicit reviews from existing users

• Incorporate review input into your product strategy

• Guard your page: Don’t be afraid to report spam or offensive reviews

3. REVIEWS & RATINGS



• Increase discovery through additional distribute points

• Submit to 3rd Party App Stores

• Claim Your App

• Gain insights by aggregating data

• Think about pricing changes to allow app discount sites and applications to feature

4. 3RD PARTY APP STORES



TACTICS

1. Writing an effective Press Release

2. Press Release and SEO

3. Distributing Your Press Release

4. Be Friends with Bloggers

5. Use Review Sites

PR & BLOGGER OUTREACH


• Understand your message

• Articulate the user benefit

• Keep it short and to the point

• Get your headline right

• Don’t forget a quote

• Include a call to action

1. WRITING A PRESS RELEASE


PR & BLOGGER OUTREACHTACTICS & TIPS

• Identify your keywords

• Incorporate most important keywords into the headline and first paragraph

• Don’t force keywords, be creative

2. PRESS RELEASE & SEO



• Use Self-Serve Press Release Services

• Start building a list

• Use your contacts and network

• Leverage your social networks

3. PRESS RELEASE DISTRIBUTION



• Identify Blogs and Bloggers

• Start Building Relationships early

• Create a Blogger Package

• Reach out as a person not an organization

• Articulate the blogger benefit

4. BE FRIENDS WITH BLOGGERS



TACTICS

1. Work with as many traffic sources as possible

2. Focus on acquiring downloads from loyal users

3. Define cost-per-conversion

4. Target best-performing days of the week

5. Track ad performance based on downloads

6. Test, Optimize, Tweak, Test, Optimize Tweak

PAID MEDIA


• One traffic source type (mobile ad network) is too small a universe to be successful

• Work with as many traffic sources as possible

• Several networks enable you to:a) Reach your largest potential audience

b) Realize the lowest-possible acquisition

c) Protect your app from saturation

TRAFFIC SOURCES


PAID MEDIATACTICS & TIPS

• Define the characteristics of your loyal user

• Automate the tracking of these loyal user characteristics

• Identify the traffic sources that generated these loyal users

• Steer your ad spend toward these traffic sources

• Track all of your users’ interactions with your app

DOWNLOADS FROM LOYAL USERS



• Determine your cost-per-conversion target for a given volume of users

• You may be able to get away with a nickel per click, but to double your volume you may have to pay 15 or 20 cents per click

• It’s important to understand how much to bid for a given volume to deliver the best possible ROI

DEFINE CPC



• Understand which days of the week are best for acquiring loyal users and adjust your ad spend accordingly.

• Determine which ads and traffic sources achieve the highest download rates, rather than click through rates, because you don’t want to pay for clicks that don’t lead to downloads

TRACK AD PERFORMANCE



Test, Optimize, Tweak, Test, Optimize, Tweak

Test, Optimize, Tweak, Test, Optimize, TweakTest, Optimize, Tweak, Test, Optimize, Tweak



TEST, OPTIMIZE & TWEAK



PHONE: + 1 (416) 464-2223EMAIL: [email protected]

• Facebook: www.facebook.com/apppromo• Twitter: @AppPromo• LinkedIn: App-Promo• YouTube: www.youtube.com/apppromo

CONTACT US


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Keyword “App-Promo”

Q & A


Technology

App-Promo Android Marketing TO Presentation