Mobile Application Marketing
Objectives● Entertainment
● Customer Support
● Engagement
● Brand awareness
● In app purchase
● Generate revenues
● Ad publishing
How App grows brand awareness❖ Branded Application❖ Easy Functionality❖ Option of refer and share❖ Entertain and create fun in audience.
Marketing Goals➢ Downloads: Number of app downloads from iOS and
Andriod.➢ Loyal users: User who make in app purchase and share
via email, text or social media.➢ Rankings: App market ratings, reviews, comments
which user share after using.➢ Post-Download Events: New app customers ongoing
relationship, through the website, social media.➢ Optimized Advertising Spend: Across paid platforms.
Challenge: There are millions of app available.
Keys to App marketing success➔ Product Quality: Create a strong app with no crash and bugs,
communicate with users over issues .
➔ Create Buzz: Stimulate discussion and brand buzz among influencer in target customer community, among app reviewers and tech bloggers who focus on new app releases.
➔ Get Searched: Use app store optimization tactics best practices to be easily found in app store or google play.
➔ Create an initial burst: Use paid Advertising techniques, platforms like website, text, email to spur downloads and reach at peak on app market.
➔ Encourage Sharing: Incorporate social sharing, email referrals and text messaging to stimulate organic sharing.
➔ Solicit Feedback: Request feedback and solicit ratings, reviews from satisfied customers, contribute to app store ratings.
➔ Track and Measure: Use Analytics and tracking to continually optimize ad spend, track in-app purchases and identify highest value users.
Prelaunch and Public Relations★ Build buzz well before launch
★ App blogs and tech bloggers target people in the mindset of downloading apps
★ Release a sneak peek for journalists
★ Create relationships to be featured in “New and Notable”
★ Find a newsworthy angle
★ Encourage existing customers to promote it
Paid Advertising
Advertising Channels❏ Ad Enablers and Networks❏ iAd, inMobi, AdMob❏ Incentivized Networks❏ TapJoy, JumpTap❏ RTB Exchanges❏ Facebook Exchange❏ Google AdWords
Referral Marketing and Amplification:Push notifications to rate and review