The document discusses marketing strategies for mobile apps, including the marketing mix of product, place, price, and promotion. It provides examples and case studies of how to effectively market apps through understanding the value proposition, distribution platforms, pricing models, and promotional techniques. Specific strategies covered include highlighting an app's benefits, leveraging major app stores and mobile platforms, optimizing prices across regions, and using paid advertising and offline marketing campaigns.
9. Understand your Value
Proposition
Status
Entertain
Benefits Discovery
Value =
Cost “Notification overload”
“Bathurst effect”
Example: Foursquare
9
10. Engage
Increase user
activity
Discover Monetize
Increase installed
user base Increase revenues
Analyze
Optimize your
value proposition
and revenues
11. Practical Example: Value
in the first line
Instagram
15 Million Users Love Instagram! It’s a free, fun and simple way to make and share
gorgeous photos on your iPhone...
Quick to the point: Explain value prop,
Spotify what solution the app provides, what
We’re the #1 music app in the App Store - check out the 5 star ratings below!
people can do with the app
Draw Something Free
Play the Free version of Draw Something, the most popular social drawing and
Provide social proof (if possible)
guessing game in the App Store with over 7 Billion drawings created!
Tumblr
Follow the world’s creators. Post anything: Share photos, video, quotes, chats,
links, and text...
11
12. Practical Example: Value
in the first line
Instagram
15 Million Users Love Instagram! It’s a free, fun and simple way to make and share
gorgeous photos on your iPhone...
Spotify
We’re the #1 music app in the App Store - check out the 5 star ratings below!
Draw Something Free
Play the Free version of Draw Something, the most popular social drawing and
guessing game in the App Store with over 7 Billion drawings created!
Tumblr
Follow the world’s creators. Post anything: Share photos, video, quotes, chats,
links, and text...
Source: POM8.com
13. Practical Example: Wrap
up and keep it real
Keep the language non-techie. Add
testimonials
Be honest: If this is a fremium app, or a
trial – let people know they will have to pay
to unlock the full app
Make sure to have calls to action
13
32. Click Thru Rates
for Mobile & Digital
Campaigns are
typically less than
0.5%
Non-Incentivized
PPD means you
pay for downloads
and increases the
likelihood that the
consumer actually
wants your app
33. A Case Study in Offline Marketing – Rob Kawalsky
Intro The fact that we’re discussing the 4Ps of marketing is due to the recognition that building a great product is no longer sufficient for ensuring success but rather a min req Need for an effective marketing strategy is crucial to ones chances for launching a successful app
CodeNgo is an Aussie-based startup with a goal of helping developers make more money by providing them tools to run their businesses more efficiently We do this by specifically focusing on the non-technical challenges in the mobile ecosystem that prevent developers from maximizing their revenues Our lead service is our App Store Submissions service. With this service you fill out one submission form and can submit your app to multiple app stores In addition, we’ll soon be adding automatic image re-sizing and language translation services – again, non-technical challenges that often impede your ability to make money
Currently we support up to 20 different stores Some you’ll have heard of like Google Play, Amazon and Getjar Others like Mobango, SlideMe and Soc.io Mall are less well known but with millions of users and hundreds of millions of downloads
With CodeNgo we handle the busy work for you Our objective is to help devs and pubs make more money. We do this by specifically focusing on the non-technical challenges in the mobile ecosystem We’re starting with our App Store Submissions service and to that we’ll soon be adding automatic image re-sizing and language translation services
Did you know Rovio has 50 other titles than Angry Birds?Rovio is expected to exceed Nokia in valuation
Discover: Friend finding (address book integration, social network integration), Social Network Publishing, Localization, Cross-promotions/friend recommendationsEngage: Online profiles, leaderboards, achievements, emails, push notifications, location awareness
Common wisdom is that iTunes and Google play represent the best opportunity to sell your app. At a macro level that is probably true But the reality today is that inclusion in the iTunes and/or Google Play stores is the minimum requirement to distribute your app but it is far from sufficient to ensure success With over 1 million apps available between them, the chances of your app bubbling to the top are pretty small.
There are other alternativesGetjar is the largest independent App store Support all major OSes and very developer friendly
My wife has a SamSung Galaxy As the largest smartphone vendor in the world they’ve got an enormous installed base
The world’s largest online retailer’s offering is closest to Apple’s They have millions of credit cards on file Their rev/daily user is only 11% less than Apple’s They curate the apps available through them and have superior merchandising features to almost every other store in the market
Then of course you’ve got your carrier stores which tend to immediately fall into the Carrier stores can still play a role but for the small-midsize publisher, they’re likely not worth the effort at this point. Maybe our friends over at MIA can help us change that
And this all is just the tip of the iceberg. There are over 100 independent app stores and marketplaces all with their own communities of users. This is where we at CodeNgo want to help devs and publishers get their apps to where the consumers are instead of pushing them to where you are.
Fill in 1 form. Manage all of your updates. All from 1 location enabling you to spend more time on the other parts of your business
Goldstriker iPhone 3Gs Supreme: $3.2m
- Promotion – of all of the 4Ps this one is the most daunting for the majority of app developers. Most developers aren’t trained marketers and the range of options and advice out there are seemingly endless.What’s going to work best? PR, Search, Social Media, Blogging? How are you to know what’s best for you? Where to spend your limited time & resources? Unfortunately there is no 1-size fits all app marketing plan so we’re not going to present that to you. Also, the likely range of apps created by people here make an in depth review of the benefits of each of the channels of little value. So, we are going to work under the assumption that no one here has $1 million bucks to spend on promoting their app, and I’m going to focus on 4 areas.
- Another Aussie startup explained the benefits of partner marketing as well or better than I can so I’ll let them do it
Language localization is typically done by the bigger development houses. Most developers build in English and then submit it for distribution globally.CodeNgo will be helping developers with this b/c the data is overwhelming that publishers are missing a trick if they’re only building in English This recent Distimo report shows the % of revenue generated by apps in local language for iPhone and the proportion of Apps available in local languages. As you can see, by and large, your chances of success are improved greatly if the app is in the local language for that market
