Александр Кучеренко Маркетинг рынка мобильних...

Mobile Applications Marketing – iOS, Android

Маркетинг рынка мобильних программ. Способы продвижения и планирования.


Agenda Homework Protecting Channel Social Money Usability Launch

Prerelease Buzz Publishing Process Awareness

Agenda/Time Line:

• Homework• Protecting your Intellectual Property• You App Is Your Most Powerful Marketing Tool• Social Inception: Promoting Your Apps within Apps• Money for Nothing: when it pays to be free• Monetizing Free Apps with iAd, Google AdSense and other In-App Advertising

Opportunities• Freemium Model• Testing & Usability: Putting Your Best Foot Forward• Creating a Prerelease Buzz• Submission process• Increasing Awareness for Your App• References




HOMEWORK – Домашнее Задание

• Analyzing iOS/Android App ideas• Fulfilling a Need (определяем потребность)• Discovering UnTapped Markets (находим скрытые маркеты)• Accessing the Competition (вступаем в соревнование)

• Research (поиск)• Analysis (анализ)• Define Your Differentiator (чем мы отличаемся)

• Device Targeting (какое устройство)• Unique Identity (ваша уникальность)




PROTECTION – Защита Интелектуальной Сост.

• Copyrighting (Авторское право)• Patent ?! (Патент)• Trademark (Торговая марка)

• Icons• Logos

• Hiring (Найм)• Contractors (Суб-подрядчик)• Employees (Работники)

• EULA (End User License Agreement) • Your points: Speed, Cost, Geography,

alexk

in case of a copyright, the author are granted the right to dictate who can copy, distribute, publicly perform, modify or create derivative works from their original work of authorship.http://www.copyright.gov/eco/eco-tutorial.pdf

alexk

http://uspto.gov




Your App is Your Marketing Tool – ваша программа ваша маркетинговый «молоток»

• Impressions Are Everything («Показы это все»)• Devices specifics (Специфика устройств)• Screens (Скриншоты)• Icon, Logo (Иконка и Логотипы)• Interface Design (Дизайн интерфейса)

• Custom or Standard ? (Свой или Стандартный)• Fonts (Шрифты)• Audio (Аудио)• Professional Design Services (Про дизайн сервисы)




Social Inception – Реклама «без товара»

• Encouraging User Reviews (Поощряйте Пользовательские Ревью)• Seek feedback (Ищите отзыв)

• Fight Against Negative Feedback (борьба с негативным отзывом)• Rating (рейтинг)• Tell a Friend (eMail, social networks) • 3rd party web services (третьи сервисы)

• Build Synergy with in-app cross-promotion (+10% to impressions) (создание симбиоза)• Own Shop (собственный магазин)

• 3rd party Social Gaming Platforms (другие игровый платформы)• Earning your stripes! (собираем свои публикации)

• REJECTION WARNING!!!

alexk

ShareKit, Facebook SDK, Tweeter SDK, etc.

alexk

http://m.nimblebit.com/

alexk

OpenFeint, Scoreloop, Plus+, Game Center, etc.




Money for Nothing: When it pays to be free

• Revenue from Free Apps (прибыль от бесплатных програм)• Increase number of users (увеличивать количество пользователей)• Advertising, Add-ons, Subscriptions (реклама, дополнения, подписки)• Analytics (аналитика)

• Try before you Buy – “Lite” concept (концепция Лайт версий)• Fully-functional app (Полностью функциональная)• Can not contain disabled features (Нельзя блокировать фичи)• No reminders to buy paid version! (Нельзя надоедать запросом о покупке)• No time out or disable features (Нельзя ограничивать по времени)• Place BUY button (Кнопка Купить)• Data migration (Миграция данных)





• User migration from Lite to Full – 0.5 - 3% (статистика миграции)• Time of release (Время релиза, когда?)• Affiliate Programs (афилиаты)

• >4% (Amazon Associates)• 5% (Apple iTunes Music)• Gaming platforms… etc.

alexk

Pandora.com got 20% of income from iTune Music affiliate program





• iAd, Google AdSense• Volume is a key (количество это главное)• If your app use internet – use ads (если нужен интернет - делаем)• No ads for kids (нельзя вставлять в программы для детей)• Casual Games («случайные» игры)• Disable Advertising – additional income (отключение рекламы - доход)• Determent which ads network to use: (кого использовать?)

• Supported ad size and format (формат рекламы)• Reporting and analytics (отчеты и аналитика)• Global availability (присутвие в разных странах)• Earning and Fill rates (прибыль и «заполненность»)

• Balance UI and Ads (баланс рекламы и дизайна)





• «Freemium» model («Полу-свободная» модель)• Support “long tail” (Поддержка «хвоста» продаж)• Unlocking built-in content (разблокировка встроенного контента)• Downloadable content (загружаемы контент)• Use cloud computing! (использовать «облока»!)

COFFEE BREAK!




USABILITY

• Test your app usability• Analytics• Private beta-groups• Stability• Frustration

• Help in app• Tutorial, Welcome screen• Introduction Video

• Well known patterns and practices, recommendations• Russian/Ukraine region (4pda.ru, “torrents.ru” ?)• World Wide (xda.developers.com, etc.)

• Optimize resources usages• Battery• Color scheme




LAUNCH - PUBLISHING

• Final “countdown”• Find your audience before release• Create pre-release marketing materials

• Web Hosting• Web site

• structure• Blog or CMS• SEO, Analytics• No Flash for iOS!• Easy Bookmarks (facebook meta tags)• Mobile version of web pages• Domain name selecting • Safari & Chrome




PRERELEASE BUZZ

• Power of Blogs and Social Media• Cultivate community• Forums• Maintain Pro reputation

• Winner – everyone love success• Collect “medals”

• Pre-release Press, Testimonials• Establish relations• Offer exclusives




PUBLISHING PROCESS

• Publish App takes some time• Risks of refuse• Room to Maneuver• Long-term business

• Improve App Discovery• Keywords• Features & Benefits• Primary Screenshot• Icon, Title, Category, etc.

• Prepare binaries• Analyses of competitors, often releases• Multi Language




Awareness for Your App

• Marketing effort – guaranty 80% of success• “Supernova” of Publicity• Help from Pros• Translate Press Releases• Promo codes

• Limited number of promo codes• Timing for publishing is important• Stay connected with Customers• Deliver frequent updates• Share your knowledge – build your future• Interviews, Podcasts


References:

1. The Business of iPhone and iPad App Development (Dave Wooldridge with Michael Schneider), apress

2. 101 Contrarian Ideas About Advertising (Bob Hoffman)3. The 25 Most Common Sales Mistakes And how to avoid them (Stephan

Schiffman)4. 501 Killer Marketing Tactics (Tom Feltenstein)5. Little Red Book of Selling (Jeffrey Gitomer’s)6. Marketing Metrics: The Definitive Guide to Measure Marketing Performance

(Paul W. Farris & others)7. Maximizing Lead Generation (Ruth P. Stevens)8. Создание клиентской базы (Кендра Ли)

(more than 50 different books related to sales, marketing, business management, MBA, etc.)


About AuthorOleksandr KucherenkoCVO/Chief Visionary OfficerArtfulBitswww: http://www.artfulbits.comp: +380 32 299 42 92

32 years old15+ years of commercial IT experience7+ years on leading positionsC/C++, Java, .NET, C#, ASP.NET, PHP, SQL Server

Continues to build pros community of Ukrainian software product makers. Join us.

http://www.artfulbits.com/

Александр Кучеренко Маркетинг рынка мобильних...

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