marketing your appRick Salter : Webling Interactive

Yay, Statistics!

• Australia has the 7th highest percentageof smartphone penetration globally (33%)

• The average iPhone user downloads an averageof 48 apps each month (including upgrades)

• App download & usage represents the largest percentage of data usage activity on smartphones (~75%)

• Smartphone sales (globally) are expected to increaseby 25% from 472 million in 2011 to 630 million in 2012

Go-Gulf.com infographic report, Jan 2012

• Australia has the 7th highest percentageof smartphone penetration globally (33%)

• The average iPhone user downloads an averageof 48 apps each month.

• App download & usage represents the largest percentage of data usage activity on smartphones (~75%)

• Smartphone sales (globally) are expected to increaseby 25% from 472 million in 2011 to 630 million in 2012

Yay, Statistics!

Go-Gulf.com infographic report, Jan 2012

Two Marketing Scenarios

SERVICE EXTENSION MARKETING

Home Loan CalculatorMobile Banking

Two Marketing Scenarios

Home Loan CalculatorMobile Banking

SERVICE EXTENSION MARKETING

Two Marketing Scenarios

Home Loan CalculatorMobile Banking

SERVICE EXTENSION MARKETING

What constitutes success?

• Is it downloads?

• Is it Repeat usage?

• Is it a positive brand experience?

Location, Location, Location

• 80% of App Search takes place in the App Store

• App stores are category, search and recommendation engines rolled into one

• Aim at Page 1 or 2 in your App’s primary category listing

• Appear in the first page of results for any relevant keyword search.

• Investigate “editorial” opportunities

Average rank jump after being featured:

How does ranking work?

Your rank is based on the last 3-4 days of downloads, with today’s mattering the most.

Rank =

Recently however, there are whispers that it’s not just all about downloads anymore – that how often your app gets used is factored into your rank as well.

So you need to drive downloads and encourage repeat usage.

Today’sDownloads

Yesterday’sDownloads

Downloads from 2 days

ago

RecentActivity

+ + +

10 Strategies for App Marketing, (plus one)

1. Awesome Submission Assets2. Mobile Display3. Mobile Search4. Seeding & PR5. Affiliate Marketing6. Earned media – Forums & App

reviews7. The Social Grid8. Leverage Existing Channels &

Engage9. Reward Loyalty, Stay Visible10.Measure and Refine & Upgrade11.The missing ingredient

1. Awesome Submission Assets

2. Mobile Display

• Buy advertising space in the platform you’re promoting

• A number of mobile advertising networks are available (such as Google Admob or inMobi)

• Inventory can be purchased through different models (CPM, CPC) etc.

3. Mobile Search

• Target audience for your service

• Incorporate offers/coupons to incentivizeclick through

• Consult experts with your ad network

4. Seeding & PR

• Find influencers in your app’s category/industry

• Food / Fashion / Lifestyle / Gaming is especially relevant here – a galaxy of blogs/influencers

• Offer pre-release copies of the app for review – build buzz prior to release, like a movie

• Get your PR agency involved – engage trade media as well as consumer media (depending on brand)

5. Affiliate Marketing

• Consider partnering with complimentary brandsto promote your app for mutual gain (co-branded offers)

• Group Buying platforms

6. Earned Media – forums & app reviews• Submit app to app review sites & online forums:

148apps.comMIiPadApps.comTheDailyAppshowtheiPhoneAppReviewAppRaterApptismFreshApps

• Offer previews / pre-releases

• Create an app video showcase for ease of sharing/syndication

7. Using the Social Grid

• Promote the App via your brand’s facebook/twitter profile

• Integrate social sharing within the app, adding incentives where possible

• Create a video showreel of the app on YouTube/Vimeo and promote it via FB/Twitter

8. Leverage existing channels

• Promote the app to your customer base using all existing channels – Website, EDM, Direct Mail, SMS, CRM etc.

• Facebook, Twitter, YouTube channel.

• Even more options available for service extension apps (statements, etc.)

9. Incentivise and reward loyalty

• Is there something you can offer?

• Build progressive achievement and incentives into the app

• Build in notifications and alerts into the app where possible/useful to the user

10. Measure, Refine and upgrade

• Analyse which mechanics work best

• Tweak and upgrade the App periodically

11… The missing ingredient…

11… The missing ingredient…

10 Commandments for making a great app

1. Make it unique, or make it better2. Design it twice3. Let them play straight away4. No Smoke & Mirrors5. Will it work in the real world?6. Is it a joy to use?7. How will people share it?8. What will the haters say?9. Plan to promote it10. Plan to support it

webling interactiveExtraordinary Digital Brand Experienceswww.webling.com.au

Thank you!