6 Top Tips for Marketing Success

Trisha RanaSr. Audience Marketing Managertrrana@Microsoft.com

Tip 1. Preparation… You can prepare for your games release in advance to get the most out of all your marketing activities so the outcome is successful.

• Stand out from the crowd- Define your USP• Who is your audience?• What are your channels? –Online publications, social networks,

build your own community• Defining your ad- Single phrase, catchy name, securing domain

name• Build Your Story-Share your content, Direct links to the app

Download page• Tell Your Story- Reviews, Your Other Games, About Us, Contacts

Us• Don’t Let it Die! – Constant Updates• SEO• Get your materials in order- logos, demos videos, PDF Flyers• Key summaries - Game/audience/monetisation/features/benefits• Contact a Platform Vendor!• Test! Test! – Beta period, Gather Feedback

How?

Tip 2 . In- App Business Models

Make the choice

You will probably market your application through one of these four main business models: 1. Free download 2. Paid download 3. In-app advertising (which can apply to

paid or free downloads) 4. In-app purchasing (which can apply to

paid or free downloads)

Tip 3. Bought and earned media

Getting it known

• You can create ads to reach your audience when they use their smartphones or tablet devices.

Mobclix (www.mobclix.com), BuzzCity (www.buzzcity.com), Mojiva (www.mojiva.com).

• Advertise through social media• Social media channels generally allow

creating different types of ads or sponsored results you can leverage to promote your application.

Getting it seen

• Buy space in search results pages• SEM (Search Engine Marketing) is a form

of online marketing that allows you to promote your website in search engine results pages • (SERPs). Paid placement campaigns (also

called PPC – Paid Per Click) are the most common type.

Sowing the seed

• Getting the right people to talk about your app• A single article by a single writer in a single

site or publication could turn into your great breakthrough. • Influencers are people with the power to

affect the decisions of others because of their perceived position, knowledge or authority. E• Lesser-known writers from major websites

have the power to draw great attention to something nobody had even noticed.

Shout about it

• Send a press release• You can opt to use a free press release

distribution service like openPR (www.openpr.com), pay a fee for a more complete service like PRWeb (www.prweb.com)

• Make a compelling and interesting story:• Include your images and videos if allowed. • Use the keywords and phrases you selected to

optimise your website and create a well-written piece.

• Be concise.• Include your contact information.

Nurture it1. Build a community2. You should already have your social channels

up and running. 3. Develop and build relationships. 4. Search for pages, groups and people in social

media who have a direct or indirect relation to your game

5. Try to actively participate in discussions, offer your advice, express your opinions, be helpful and share your knowledge.

6. With time, you will have created valuable connections to people who might be willing to spread your message.

7. When you feel you’ve really earned the right to do some self-promotion

Tip 4. Launch Preparation

Launch Prep

• Open Your Shop – Market Place Shop Window

• Getting Discovered- More to the point

• Exploit Your Own Success

• Pave Your Way to Fame- contests, initiatives

• Choosing the Right Moment

Tip 5. Maintenance

• Listen and improve• Keeping it classy – Get your message

across• Keep users informed –Communicate,

leverage channels

Let’s do this!

Tip 6. Analysis

Steps

• Monitor – Campaign, User Interaction, Downloads, Revenue,App performance, Social Media Impact• Fine-Tune- Use advanced campaign

results analysis, review SEO, ad performance• Learn from User behaviour- Profile,

frequency, duration, fav features, devices, ad clicks, in app purchases

Measure to succeed

• Make sure you integrate an application analytics solution during your app’s development phase so you can measure results from the very first day.

There are several solutions 1. Localytics (www.localytics.com), 2. Includeapp (www.includeapp.com) 3. Bango Analytics (www.bango.com)4. Flurry (www.flurry.com)5. Facebook Insights for Social Growth6. Youtube Analytics

Measure• These are the most important questions you

should try to answer when analysing activity in your social channels:

1. How did your visitors find your content? 2. What keywords or phrases did visitors use

when arriving from a search? 3. Who is linking to or embedding your content? 4. Which messages or publications had the

greatest impact on users? 5. What are the most and least popular contents? 6. Which contents are being shared? Where and

how are they being shared? 7. Are there common topics in user comments

and conversations?

• Game Concept – how will it come alive on vendor’s platforms• Strong Marketing Plan• Showcase your Revenue Stream Model

What do Investors Want to Hear?

© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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