•  Analysis

•  Background

•  Objectives

•  Strategies and Tactics

•  Measuring Effectiveness

•  Evaluation

Process

Analysis Product: NursingTimesJobs.com [NTJ] iPhone App •  Jobsite for those within the nursing and healthcare sector. •  Aimed at jobseekers, recruiters & the HR community

Promotion: Marketing   •  Online •  Print •  Cross Application Advertising •  Press

Price •  Free App •  Revenue through recruiter advertising

Place •  Apple iTunes store •  Marketing Page

Background The App Store 

•  Unique marketplace to purchase applications for the iPad, iPhone and iPod

Touch. •  Downloads rose 400% between January 2010 and July 2011 from 3 billion

to 15 billion. •  Over 200 million iOS** users worldwide. •  No advertising (*According to Apple **Apple’s mobile operating system)

Objectives Objective 1 | Analyse

Who is our user?

Number of downloads •  When •  Where •  How

Number of active users •  Who is interacting?

–  Searching –  Applying

Why? •  Compare online users with app users

–  How do they interact? •  Compare data against marketing and advertising schedule

–  What results in the highest conversions?

Save time, money and effort.

Objectives, Cont. Objective 2 | Ranking

Getting a high App ranking in iTunes

•  Over 100,000 apps available •  Unlikely that potential users will actively search for a specific app •  iTunes Analyse last four days of:

–  Downloads –  Active Users (As of April 2011)

•  Why?

–  Marketing and advertsing must be adapted and secheduled around these four days

–  Intensive campaigns will have a much better effect than more dispersed campaigns.

Strategies & Statistics Case Study: PPC Advertising

  •  FaberNovel developed an RATP App in 2010 to provide Parisians with public

transport information. •  Booked 500,000 impressions on a major website.  •  FOUR sales made. •  Average CPM €6.

–  Each sale cost €750 in advertising. –  Making a €2 revenue.

•  With PPC: Web-advertising click through rate was 0.07% •  Using cross application advertising…0.59%.

Strategies & Statistics, Cont. Cross Application Advertising

Intensely targeting our market within the marketplace. Affiliates •  Job Boards

•  BrandRepublic.co.uk •  Jobsite.co.uk •  Monstor.co.uk

•  Industry Related Sites/Publications •  Nursing Times

•  Online & Print •  British Nursing Association

•  bna.co.uk

Strategies & Statistics, Cont. Marketing | Objective 1

Drive traffic to App Marketing Page

Why?

Allows us to: •  Create fully optimised copy

•  Rich Text, Screencasts, Flash, User Testimonials, Links to subpages… •  Test, Test and Test some more:

•  Analyse conversion rates •  Compare effectiveness of copy/images/titles

Raise Google Ranking.

Strategies & Statistics, Cont. Marketing | Blogging

•  Rich, topical and frequent content. •  Fully optimised with keywords and links •  Creating a greater online presence, Google ranking and ultimately – greater

downloads. •  Create content on:

•  iPhone App •  Progress, Development, Feedback, etc.

•  Topical Content •  Industry related content •  Employment •  Governmental changes

•  Create useful content •  Get linked to

Strategies & Statistics, Cont. Marketing | Word Of Mouth

Mailing List •  Email marketing is a fantastic way of targeting users. •  Topics could include:

•  Announcing the app •  Announcing upgrades and developments •  Offer tips and advice •  Ask for reviews/share reviews

Independent Reviews •  You Tube

•  The ‘AppStoreReviewer’ (nearly 20,000 subscribers) •  Independent Review Sites

•  iPhone App Reviews (iphoneappreviews.net)

Strategies & Statistics, Cont. Marketing | Word Of Mouth, Cont.

Blogs •  Interact & comment •  Avoid the hard sell •  Link to our app in the signature and/or suggest to other users Sharing •  Modern day ‘word of mouth’.

•  Reliable, valuable and trust worthy to the consumer •  Incorporate a ‘Share’ call-to-action element within the app, online,

via email and so on. •  Encourage users to ‘share’ over email, Facebook, Twitter and

SMS.

Strategies & Statistics, Cont. Marketing | Spread the good news…

Create optimised news articles:

•  App release, news, updates, reviews, etc. Publish across online platforms such as:

•  PRWEB.com & PitchEngine.com •  Quick, easy and effective way of drawing traffic, building online presence and

targeting our audience. •  Create social and search optimised content that is consumer-facing. •  Exceptional indexing in major search engines •  Reach includes:

•  Journalists •  Bloggers •  Consumers

And ultimately…boost Google ranking.

Strategies & Statistics, Cont. Marketing | Offline

Press: National and Industry Related •  Press Pack

•  Basic information about: •  NTJ.com •  The iPhone App

•  Images •  Testimonials •  Links •  Contacts

Advertising in Print •  QR Codes (Quick Response Codes)

•  Use iCandy and Social QR Code •  Create and analyse QR Code:

•  Traffic, data, conversions, etc.

•  Placement •  Full page advert in Nursing Times magazine.

Measuring Effectiveness Analysing Your App

  Appfigures.com

•  Reporting platform for mobile app developers •  Centralises App store sales data

•  Importing reports •  Detailed charts and tables •  Tracks your apps’ hourly ranking and worldwide reviews

Evaluation & Questions By testing, testing and testing some more we have fulfilled the following objectives: •  Knowing our user •  Heightened our iTunes Ranking •  Heighten our Google ranking (by driving traffic to NTJ.com)

And ultimately…

•  Increased iPhone App downloads In the initial 3 months and beyond, we must always consider the 5WH:

•  Who •  What •  Where •  When •  Why •  How

Are there any questions?