AndroidTO 2011: App Promotion Strategies for the Android Market

AndroidTO 2011

App-Promo / gary@app-promo.com / www.app-promo.com / Tweet us @AppPromo

• App Promotion/Discovery Challenge
• Android App Market Stats
• Who We Are: App-Promo
• 10 Marketing Principles
• App Store Marketing: Tactics & Tips
• PR & Blogger Outreach: Tactics & Tips
• Paid Media: Tactics & Tips
• Q&A


• Many companies invest money in developing
apps but do not invest in marketing and
promotion and discovery
• Lack of understanding about the importance of
consistent marketing, promotion and PR to
build the brand
• Limited time or resources to start and sustain
and refine marketing & promotional efforts
• Importance of customizing messaging, target
audiences, promotion and marketing channels.
• Unaware of the discovery channels and
opportunities outside of the major app stores


• Between Q4 2010 and Q2 2011 the Android Market grew 127% in
number of apps, while the Apple App Store grew 44%

• In Q3 2011, the number of active mobile applications in the Android
Market stood at 319,161 compared to 459,589 in the Apple App
Store


• In September ‘11, Android Market added a record breaking 42,000 new
apps
• At the send of September 34% of active apps were PAID however this
month that figure is only 26%, which shows developers are developing
more free content than before.
• Average selling price in Android currently equals $3.18 US
• Nearly 50% of all new added content falls into four top categories
① Games
② Entertainment
③ Personalization
④ Music and Audio


• The average publisher on Android has placed more the 6
applications in the Market since launch compared to over 4 apps
for iOS

• The Android Market has also removed more the 37% of published
apps

• More than 78% of the apps removed were free applications


• Android users are expected to be downloading more Apps than
iOS by Summer 2012

• Both stores should reach 3.2 Billion downloads per month by next
June 2012

• After that Android is expected to eclipse App Store downloads


• We are experts in developing and executing
custom, integrated PR and marketing plans to
build awareness and drive downloads

• App-Promo can connect you with the relevant
media outlets to build visibility

• We use an array of marketing tools including
social media, contests &
promotions, search, mobile advertising, online
advertising and video to drive downloads and
revenues

• App-Promo has generated results for every
client we have worked with and consistently
provide reports and analysis to our clients


TACTICS

1. Your Product Page is a Marketing
Opportunity

2. Power of Branding: Name & Icon

3. Importance of Reviews & Ratings

4. Thinking beyond Android Market by
using 3rd party resources


APP STORE MARKETING
TACTICS & TIPS

• Don’t forget this page is meant to Sell
Your App
• Organize your page
• Marketing text in first 400 characters
• Max out your description with
keywords
• Use page for announcements
• Take advantage of promotional
graphics, text and video


APP STORE MARKETING
TACTICS & TIPS

• Have an existing strong brand? Use it!
• Choose a name that means
something to your app
• Keep it simple
• Make it memorable
• Think About the Audience
• Look to Your Competition
• Keep it consistent across all
properties


APP STORE MARKETING
TACTICS & TIPS

• Use those stars to stand out
• Equip your app with in-app reminders
• Elicit reviews from existing users
• Incorporate review input into your
product strategy
• Guard your page: Don’t be afraid to
report spam or offensive reviews


APP STORE MARKETING
TACTICS & TIPS

• Increase discovery through
additional distribute points
• Submit to 3rd Party App Stores
• Claim Your App
• Gain insights by aggregating data
• Think about pricing changes to
allow app discount sites and
applications to feature


TACTICS

1. Writing an effective Press Release
2. Press Release and SEO
3. Distributing Your Press Release
4. Be Friends with Bloggers
5. Use Review Sites


PR & BLOGGER OUTREACH
TACTICS & TIPS

• Understand your message
• Articulate the user benefit
• Keep it short and to the point
• Get your headline right
• Don’t forget a quote
• Include a call to action


TACTICS & TIPS

• Identify your keywords
• Incorporate most important keywords
into the headline and first paragraph
• Don’t force keywords, be creative


TACTICS & TIPS

• Use Self-Serve Press Release Services
• Start building a list
• Use your contacts and network
• Leverage your social networks


TACTICS & TIPS

• Identify Blogs and Bloggers
• Start Building Relationships early
• Create a Blogger Package
• Reach out as a person not an
organization
• Articulate the blogger benefit


TACTICS
1. Work with as many traffic sources as possible
2. Focus on acquiring downloads from loyal users
3. Define cost-per-conversion
4. Target best-performing days of the week
5. Track ad performance based on downloads
6. Test, Optimize, Tweak, Test, Optimize Tweak


PAID MEDIA
TACTICS & TIPS

• One traffic source type (mobile ad
network) is too small a universe to be
successful
• Work with as many traffic sources as
possible
• Several networks enable you to:
a) Reach your largest potential audience
b) Realize the lowest-possible acquisition
c) Protect your app from saturation


PAID MEDIA
TACTICS & TIPS

• Define the characteristics of your loyal user

• Automate the tracking of these loyal user
characteristics

• Identify the traffic sources that generated
these loyal users

• Steer your ad spend toward these traffic
sources

• Track all of your users’ interactions with your
app


PAID MEDIA
TACTICS & TIPS

• Determine your cost-per-conversion
target for a given volume of users

• You may be able to get away with a
nickel per click, but to double your
volume you may have to pay 15 or 20
cents per click

• It’s important to understand how
much to bid for a given volume to
deliver the best possible ROI


PAID MEDIA
TACTICS & TIPS

• Understand which days of the week
are best for acquiring loyal users and
adjust your ad spend accordingly.

• Determine which ads and traffic
sources achieve the highest
download rates, rather than click
through rates, because you don’t
want to pay for clicks that don’t lead
to downloads


PAID MEDIA
TACTICS & TIPS

Test, Optimize, Tweak, Test, Optimize, Tweak


Test, Optimize, Tweak, Test, Optimize, Twe
ak


PHONE: + 1 (416) 464-2223
EMAIL: GARY@APP-PROMO.COM

• Facebook: www.facebook.com/apppromo
• Twitter: @AppPromo
• LinkedIn: App-Promo
• YouTube: www.youtube.com/apppromo

DOWNLOAD THE APP-PROMO APP
Available in the Android Marketplace
Keyword “App-Promo”


AndroidTO 2011: App Promotion Strategies for the Android Market

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AndroidTO 2011: App Promotion Strategies for the Android Market