Presentation December 09, 2014 Finale - 1st Day

1. Pitfalls in Mobile Apps Marketing
by
Karun Thapa

2. Background
• NCELL App Camp ideas
– Saw couple of hundred app ideas during the app camp
– The number of app camp participation was quite exciting
– Most of the presented ideas were very generic in nature

3. Background
• App Development looks lucrative and it is lucrative
– Out of 7 billion world population
• 1.75 billion smartphones have already penetrated the market in 2014
(Source: eMarketer)
• Growth of 25% in 2014

4. Background
• Apps: everybody’s doing it, so why shouldn’t I?
• Before Developing and Marketing Mobile Apps
– Consider: Marketing pitfalls to avoid

5. Background
• NCELL App Camp ideas
– Why were most of the ideas very generic in nature?

6. PITFALLS DURING DEVELOPMENT
 Not investing in market research
• Requirement Analysis and Identification of apps
– Nepal Loadshedding App
– Nepali Patro App
– English Nepali Dictionary

7. PITFALLS DURING DEVELOPMENT
 Not Analyzing the Competition
• Look for similar apps
• Features they have and you plan to have
• Look at user reviews of your competitors

8. PITFALLS DURING DEVELOPMENT
 Not considering Feedback during development
• Beta Testing
• Testing in-house and request beta testers to test your app

9. PITFALLS DURING DEVELOPMENT
 Not getting Marketing involved soon enough
• While in development, marketing team must study and prepare marketing
plan and strategy

10. PITFALLS DURING DEVELOPMENT
• Identify the USP of your app
• Branding your App
• Outreach plan (who and when) and create a press kit
• Inform the user about the development process
• Create a promotional channel list

11. PITFALLS DURING DEVELOPMENT
 Not Planning the app release date in advance
• Create a development calendar
• Create a marketing calendar
– Synchronize the both to a RELEASE date

12. APP POST-LAUNCH PITFALLS

13. APP POST-LAUNCH PITFALLS
 Not focusing on user engagement and retention
• After investing money to get Users download your apps
– Consider engaging them with your app and retain them
– This is one of the most challenging task of any app

14. APP POST-LAUNCH PITFALLS
 Not checking out the Analytics of the Apps
• DAU and MAU (Daily/Monthly Active Users)
• Retention Rate – Daily, Weekly and Monthly retention rates
• ARPU (Average Revenue Per User) >> ARPU = Total Revenue/Total Active Users

15. APP POST-LAUNCH PITFALLS
 Not Paying Attention to Customer Support
• You may have milllions of users
• Treat every user with care and importance
• Word of mouth is the best publicity and neglecting users may be harmful
• Respond to customers directly in Google play store

16. APP POST-LAUNCH PITFALLS
 Pushing too many Messages to the User
• Do not bug your users too much with “Push Not”-ification
• Push Messaging is great to ENGAGE Customers, but may not RETAIN them
• Plan or push notification carefully and let them turn off easily

17. APP POST-LAUNCH PITFALLS
 Not Personalizing marketing or support communication
• Instead of Dear User, USE Dear John or Dear Doe etc.
• This needs to be taken care of while mass-mailing for marketing, too

18. APP POST-LAUNCH PITFALLS
 Not providing incentives to share or like
• Provide incentives to the users to share or like your app on social networks
• Provide incentives to provide their review or positive feedback
• Incentives can be points, money or free gifts or your free apps – anything
that makes your user feel special.

19. APP POST-LAUNCH PITFALLS
 Not Updating your app
• Listen to the customers and users update UI or add features
• UPDATE THE APPS regularly

20. THANK YOU FOR YOUR PATIENCE !

21. Q & A SESSION