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Non-Conventional / Guerilla Marketing Tactics for App Marketing

With over a million apps on iOS and Android, getting your app discovered is becoming more and more difficult. Here are some ideas for getting your app downloaded, covering everything from the basics to advanced guerilla marketing tactics. This was the deck I used for a webinar which you can view here: http://www.youtube.com/watch?v=oJe8PMJu-wE

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Non-Conventional / Guerilla Marketing Tactics for App Marketing

  1. 1. How to Get Your App DiscoveredAnd other random awesome marketing ideas…
  2. 2. About me• Joined InMobi in July, 2012• Acquisition of AppGalleries• Previously at Facebook• Co-founded Ping.fm• Designer / Front-end Eng at CBS Interactive
  3. 3. ‣ Changes in iOS 6 ‣ App Marketing Basics ‣ Empowering your usersAgenda ‣ Social Media ‣ App Landing Pages ‣ One-to-many ‣ Data, Data, Data ‣ Guerilla Marketing ‣ Q&A
  4. 4. What’s new in iOS 6 Photo credit: Flickr/Sami
  5. 5. App Store Changes‣ No more “New Releases” section‣ Horizontal scrolling throughout‣ Only 4 apps per row (less to skim)‣ Only highest downloaded or grossing‣ Search results in card format‣ More algorithmically generated discovery‣ Facebook Like button (tell people to Like your app when having a sale)
  6. 6. advertisingIdentifier (IFA)‣ IFA is a UDID replacement‣ Anonymous but unique to the device‣ Advertisers will be required to use it‣ Not available in browser‣ Reset with “Erase all Content & Settings”
  7. 7. advertisingTrackingEnabled (ATE)‣ Allows users to opt-out of targeting based in IFA‣ All advertisers will be required to use both IFA and ATEBut IFA can still be used for:‣ Conversion tracking‣ Frequency capping‣ Debugging, metrics, or analytics
  8. 8. identifierForVendor (IFV)‣ Unique identifier for vendors‣ Vendor and device specific‣ Erased when last app by the vendor is deleted from the device
  9. 9. Passbook and Passes‣ Boarding passes (airlines)‣ Redemption cards‣ Loyalty cards‣ Dynamic data, updates automatically‣ Pass is a simple .pkpass file (ZIP compressed with JSON data)‣ Potential for CPA/CPC campaigns here
  10. 10. App Marketing Basics Photo credit: Flickr/vinodmurali
  11. 11. We Should Know the Basics‣ Icons and screenshots are very important ‣ No text in icons ‣ Best screenshots first (most relevant)‣ Description and What’s New‣ App title and keywords‣ Ratings and reviews‣ App-a-Day sites‣ Review sites & Promo-codes‣ Friends and family emails
  12. 12. Empower Your Users Photo credit: Flickr/seanmcgrath
  13. 13. Empower Your Users ‣ Turn users into advocates ‣ Give them badges and widgets they can post to Facebook and Twitter ‣ Use notifications to solicit feedback from users ‣ Use notifications to solicit sharing from your top users ‣ Send top users schwag and stickers (street team) ‣ Give the user special items or currency when they invite users ‣ Encourage users to create Facebook Groups
  14. 14. Social Media Photo credit: Flickr/Poster Boy NYC
  15. 15. Social Media Marketing Ideas ‣ Facebook ‣ Create a Fan Page (not a user account) ‣ Ask your users to Like your Fan Page in-app ‣ Post twice per day. End posts as questions. ‣ Consider running contests and sweepstakes on Page ‣ Appbistro.com ‣ Create an Page app called “Download App” ‣ User StaticHTML app to build a basic page that links to App Store along with a QR code
  16. 16. Social Media Marketing Ideas (continued) ‣ Twitter ‣ Twitter contests (re-tweet for free download) for promo-codes ‣ Create a #hashcode for your app. Encourage users to tweet with it. ‣ Monitor Twitter for advocates and complaints. Be responsive. ‣ Monitor competing apps and be quick to respond when users have a bad experience ‣ Communicate with your target users. Have open conversations.
  17. 17. App Landing Pages
  18. 18. App Landing Pages ‣ Very important! A lot of discovery happens on desktop! ‣ Mobile friendly - large imagery UI ‣ Desktop users ‣ Large CTA ‣ SMS or QR is best for tracking (Twilio!) ‣ Link to App Store or Play not as prominent (hard to track and lower conversion rate) ‣ Mobile users ‣ Well designed – realism with high polish ‣ Smart App Banner for iOS
  19. 19. Smart App Banner ‣ Highly recommend when marketing, you link to a landing page with a Smart App Banner ‣ Tracking: you can send values to your app on first load. Allowing you to track where you are getting installs from.http://david-smith.org/blog/2012/09/20/implementing-smart-app-banners/
  20. 20. Smart App Banner ‣ Track all the way 80,000 70,000 down to install 60,000 50,000 40,000 30,000 Pageviews 20,000 Clicks 10,000 0 Installs
  21. 21. Data, Data, Data Photo credit: Flickr/blprnt_van
  22. 22. Track and Optimize ‣ Know where your loyal users are coming from with Smart App Banners and Google Analytics for Android ‣ Optimize for those channels ‣ Tag campaigns to track effectiveness (use bit.ly links for reach campaign) ‣ Google Analytics on Landing Page ‣ Optimizely.com for drag and drop A/B tests
  23. 23. Dashboard Leftronic.com – Build your own dashboard
  24. 24. Guerilla Marketing Photo credit: Flickr/Si1very
  25. 25. Guerilla Marketing ‣ Define your target market (demographics, region, socioeconomic level, etc.) ‣ Research events, conferences, public gatherings ‣ Build for virality. Guerilla is all about the post-event PR. ‣ Make sure you spend equal if not more time recording (photo & video) the event and editing the video than actually planning. Most people won’t see the campaign in-person. Make the photos and video memorable. ‣ Think completely out of the box
  26. 26. Tripl – Fake Parking Ticketshttp://venturebeat.com/2012/08/22/tripl-genius-guerilla-marketing-y-combinator/
  27. 27. Nutricia – Pregnancy suiteshttp://www.trendhunter.com/trends/nutricia-baby-connection-app
  28. 28. Uber – Pedicabs at SXSWhttp://adam-jackson.net/blog/2011/03/15/photo-post-austin-texas-sxsw-2011/
  29. 29. Fiverr.com – Cheap marketing stuntsfiverr.com
  30. 30. WePay – Block of ice at Paypal conferencehttp://techcrunch.com/2010/10/26/wepay-ice-paypal/
  31. 31. Zynga – Zombies and popsicleshttp://venturebeat.com/2012/05/24/zynga-zombie-horde/#s:zombie-swipeout-instagib
  32. 32. Open Forum. Q&A.
  33. 33. Thank You! Ryan Merket, InMobi ryan@inmobi.com http://inmobi.com