app promotion mark brill - momobxl
TRANSCRIPT
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The problem
with paid apps …
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App-Promo Developer Survey, 2012
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Brands are even worse …
80% of brand apps are
downloaded less
than 1000 times*Deloitte, 2012
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‘We’d like a game
where beans chase
each other, and toast
is involved somehow’
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Are Audi A4s really that
horrible to drive?...drives like
there is a drunk behind the wheelIf their cars handled
like this the company would be in big
troubleI feel ripped off –even though the game was free!Just like a real A4 –
it’s boring and tedious
Audi’s A4 Game
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How many downloads
does it take?
25,000 daily for
top 25 free
2,500 daily top
25 paid
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How long does it take to get 1
million users?
9 years
9 months
9 days
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If you thought Drawsomething was fast, Line Pop reached 1.75m downloads in
three days (but they had an 80m user base already)
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App Promotion
#1 Understand Your Audience
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There are category differences
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There are regional differences
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.. and gender differences
*Inneractive
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More Research?
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App Promotion
#2 Be Strategic
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The Paid, Owned, Earned mobile is a good one to use for
app promotion
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Diamond Dash used Facebook mobile ads, which
increased downloads by 25% and ROI by 10%
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Angry Birds understand the value of using apps as
owned media
69% of revenues are in-app purchases *Distimo
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Earned can still get you to the top …
73% download apps after hearing them through other people
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App Promotion
#3 Optimise, Test and Learn
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Basic App Hygiene
• Name – needs to be discoverable for the brand/search terms
• Keywords – both iTunes (100 characters) and Google Play
• Description – first three lines are important
• Category & region choice – up to 2 categories
• Price (or Freemium) – competitors?
Read More: http://katemats.com/20-things-every-ios-and-mobile-dev-should-consider-in-their-app-promotion-strategy/
http://developer.apple.com/library/ios/#documentation/LanguagesUtilities/Conceptual/iTunesConnect_Guide/8_AddingNewApps/AddingNewApps.html
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App Store Search is Important
http://www.bluefountainmedia.com/blog/ranking-factors-app-store/
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Free Tools Can Help
searchman.com
appannie.com
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History of an app: Hiscox
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PR and Reviews
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Hiscox
Press
Release
Telegraph
ArticleTime for
an
update?
New
Version
Release
d
The Impact
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App Promotion
#4 In Practice
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‘Children should not be treated as consumers’
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How do you promote
an app with no in-app
purchase, cross
promotion and no
budget?
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Solution? Play to Their Strengths
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To Conclude
• App stores are busy places
• Understand the landscape and your audience
• Develop a promotion strategy
• Use all of the channels you have
(but WOM is the most important)
• Optimise your app/keywords and update regularly
• Be natural, on-brand and play to your strengths
