discover tips on marketing to mobile appps and mobile web

1. Mobile Web & App: The World
of Opportunities
Kashif Khurshid
September 2015
WAW Houston

2. Cover the following…
1. Survey- Behavior on Mobile App
2. Mobile Apps Matter!
3. Lifecycle of Mobile Marketing
4. Tagging (App vs. Web)
5. Mobile Marketing Channels (App vs. Web)
– Mobile App Marketing Tips
– Mobile Web Marketing Tips
6. Mobile Success Metrics
– Mobile App
– Mobile Web

3. Mobile App Content Consumption

4. Why Mobile App Matters?
• Apps play a key role in our daily “micro-moments”
• I-want-to-know
• I-want-to-go
• I-want-to-do
• I-want-to-buy
• Complements the brand by:
– Connecting to an offline experience
– help connect a brand with its loyal customers
– drive e-commerce

5. Mobile Life Cycle
1. Development
•Responsive design
•Speed | User
interactions
2. Tagging
•Web: JS
•Apps: SDK’s
3. Marketing
•New Channels
•New Methods
4. Optimization
•Web Metrics
•App Metrics- lifecycle
metrics
Additional
Considerations:
1. Location
2. Personalization
3. New Devices:
• TV’s
• Watches
• Activity bands
• Gaming Devices
• Wallets
• Glasses

6. Mobile App Tagging
Mobile Web: (JS code)
• May work with the current
analytics implementation
• Placement: Applied at template
level or page level
• Custom tagging- specific
• Metrics: Use standard metrics
plus device classifications
Mobile App Tagging: (SDK’s)
• Requires installation of app
library (swift and java)
• Placement: Mobile tracking
code is generally placed in a
common place
• Custom tagging- specific
• Metrics: App’s are measured by
lifecycle metrics
Unlike web tracking, the Analytics Mobile SDK uploads activity signals in batches, both to
conserve the device's radio and to handle periods of offline user activity.

7. Mobile App Tips
Make your app engaging by offering
Discounts or Bonus Content
• Turning into a Habit
• Other uses: notifications of new features or
user interests
Create two-way communication:
• Consider building in-app communication
tools to make it easy to submit feedback
inside the app
Rely on A/B testing and analytics for
optimizing both the in-app
experience and all marketing
interactions
Marketing automation: mobile apps
is about engagement, retention, and
lifetime value (Web = lead nurturing)
Marketing: Early movers advantage
as many of the marketing tactics are
not being leveraged fully

8. Mobile Marketing Channels
Mobile
Analytics
Mobile App
Task specific:
retail, travel
Content:
Magazines
ASO Search
In-App
conversion/
promote app
Digital Radio
Video:
YouTube
Games Social
Mobile Web
Smart
Phones
Tablets
SEO Social Email
Text
Messages
Others

9. Wait…What
was that Again?

11. Mobile App Store Tips
App Store optimization (ASO)
1. many app publishers completely neglect the importance
of their app’s:
o Title
o Keywords
o Descriptions
o Logo
o Category
o Screenshots & Video demos
2. Request for positive reviews from satisfied users
Only 40% of smartphone users browse for apps in app stores

12. Mobile App Search Tips
Source: https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html

13. Mobile App Marketing Tips
Other Ways:
 in an app
 social sites
 YouTube video
 surfing a mobile
website
 Search,
 push notifications
 Digital radios (i.e.
Pandora)

14. Mobile App Ad Providers
Mobile App Advertising Platform:
• AdMob- Owned by Google
• Flurry- acquired by Yahoo
• Millennial Media- one of the first mobile advertising networks (both publishing and
advertising features to market App)
• Adfonic- care about performance with a 95% promise fill rate (for giant advertisers)
• Chartboost- dedicated for gaming ads
• Others: Aditic, AdColony, AMoAd, Domob, InMobi, JumpTap, MdotM, MobFox, & more…

15. Mobile App Marketing Metrics
• CPM- cost per 1000 impressions (no
objective tied to it)
• eCPM- earnings from every 1K
impressions
• Fill Rate- ad space being filled by
Ad network. If left blank, a black
screen will appear in addition to
loss of Ad revenue
Other Key App Metrics:
• Downloads
• Installs
• Load time & Crashes
• Visits & Repeat Visits
• Pathing- screen tracking
• Conversion Activities

16. Mobile Key Performance Indicators
• Mobile Web:
• User Objective: comparison, coupons,
reviews, product info, etc.
• Goal: Responsive design for casual users.
Same experience with different packaging
• Key Metrics:
• Traffic sources
• Site Sections
• Bounce rate / contact us
• Conversions
• Mobile App:
• User Objective: ability to complete tasks
• Goal: Create habits and tap into
personalization capabilities of the device
• Key Metrics:
• App downloads
• Active users vs. repeat users
• Load time / crashes
• Conversions
Gauging Success Between Web and App

17. Mobile Marketing Channels
Mobile
Analytics
Mobile App
Task specific:
retail, travel
Content:
Magazines
ASO Search
In-App
conversion/
promote app
Digital Radio
Video:
YouTube
Games Social
Mobile Web
Smart
Phones
Tablets
SEO Social Email
Text
Messages
Others

18. Mobile Web Conversion Rate

19. Mobile SEO Tips
Users Expectations: There is urgency, Low engagement tolerance, & Local intent
What’s Different on Mobile:
• Localization: Ranking is heavily influenced by location (submit to google
mybusiness)
• Voice Search: use Conversational tone
• Responsive design for Visual content (image and videos)
• Meta tags: keep them under 60 characters (title & alt tags)
• Page load time (googles page speed insight tool)
• Basics: redirects (301), Sitemaps (xml), simple design
One in every four searches happens on mobile, with 50 percent of mobile searchers using their device
at the start of the search process and 88 percent using smartphones to conduct local searches

20. Mobile Social Tips
Social Media Guidelines:
• Best Practices for hashtags:
• no more than 3 hash’s
• first one being you own
• comment with additional hash clouds
• Content should be:
• Human
• short (80 characters max)
• shareworthy (relates)
• actionable (click, share, respond)
• Measure- optimize by understanding:
• social metrics (likes, shares, follows)
• influence on site metrics (visits, engagement,
conversions)
Newsfeeds and sharing are King

21. Mobile Email Tips
• Message should look great
on small (600 pixel-wide
version) and large screen
• The subject line plus pre-
header should deliver a
one-two punch
• Use all 80 characters
shown in the mobile inbox
to entice your readers
• test email copy and
optimize at the time of
send with a 10/10/80
approach
The subject line plus pre-header should deliver a one-two punch

22. Mobile Text Message (SMS) Tips
1. Build a mailing list with legally acquired, permission-based
subscribers
2. Clearly communicate the content and frequency of texts
3. Document and save opt-ins and messaging permissions
4. Avoid text distribution too early in the morning, too late in
the evening or during rush hours
5. Build a campaign that adds values to the customers lives
6. Real power is in in MMS messaging
– Instead of sending 160 characters of plain text, you can send
video, images and audio
Steps for a successful campaign

23. Mobile Key Performance Indicators
• Mobile Web:
• User Objective: comparison, coupons,
reviews, product info, etc.
• Goal: Responsive design for casual users.
Same experience with different packaging
• Key Metrics:
• Traffic sources
• Site Sections
• Bounce rate / contact us
• Conversions
• Mobile App:
• User Objective: ability to complete tasks
• Goal: Create habits and tap into
personalization capabilities of the device
• Key Metrics:
• App downloads
• Active users vs. repeat users
• Load time / crashes
• Conversions
Gauging Success Between Web and App