Presentation on theme: "Learn how to transform your app into a travel necessity and your brand into a travel companion Directflights.com – about us Mobile travel trends Case Study:"— Presentation transcript:
Learn how to transform your app into a travel necessity and your brand into a travel companion Directflights.com – about us Mobile travel trends Case Study: Marketing your app on a budget App store, blogger sites, mobile ad agencies, in-house ideas China
About us UK based meta search site We compare flight providers Launched 2010 App launched in 2012 We are small but perfectly formed! (and getting bigger..) Jointly owner by Chitter chatter
Interest is there – – Interest to buy tickets via mobile 2012 – 63%, % Usage still relatively low (air transport) – Only 5% use mobile device to access check in, for booking and other air services What we are seeing – More usage that ever before – Cross platform opportunities e.g. research via mobile, book later via phone/labtop – Multi screen consumer. 89% of travel activities start on 1 device and finish on another – You app must you must cater for that – booking later click to call * SITA Air Transport world passenger trends Mobile and meta..
Tablet10.8% Phone7.5% Desktop41.1% Distribution strategies should be multi device with mobile supporting this Willingness to book travel
The product Think of the consumer and work backwards….. Innovate for a reason not because you like it! What to offer – targeted product offering and deals. Do not try and replicate website Use mobile features – GPS, camera, phone, Last minute bookings. Perfect for mobile consumer – especially hotels USP – what do you do that none of your competitors do. We are launching smartscore to compare legroom, wifi, entertainment and carbon foot print
App marketing 1.ASO 2.Mobile Ad agencies 3.Bloggers and App reviewers 4.In house
1 App store optimisation
IOS Homepage 5 screenshots Description not relevant for ASO but for consumer Keywords 100 characters, no commas, competitors Can only be changed when submitting an app. Get it right Different keywords for different markets vacation v holiday App name Crucial When keyword listed in title – 10% increase in ranking 250 characters allowed Directflights – search cheap hotels and flights Developer name Should be brand name Category – Primary and secondary – travel and lifestyle
Google Play - Android Landing page – Up to 8 screenshots allowed – Video content allowed (app review) App description – content vital – Will rank according to keyword content in app description – Duplicate keywords up to 5 times – Include back linking (SEO) and google + reviews – Can be changed without need for submission Category – travel plus local
Review content Get the product right Encourage users who are using the app to review Push notifications at appropriate times e.g. after search once they have booked Positive reviews on google play landing page, encourage negative ones by Prepopulate positive review content as a suggestion Competition – encourage users by offering incentive (holiday) Do not buy in cheap/false reviews
2 Mobile ad agencies Objective: Brand awareness/high impact/clicks and downloads Admob: Works like Facebook ads, with a bidding, you are serving mobile ads promoting your app on other apps and mobile sites Pricing: CPC Budget: Minimum $50 USD daily ($2000 per month) Downloading tracking tool: Tells how many downloads of your app were driven by the ads. House ads: Cross promote your own apps using your own mobile inventory.
3 Bloggers/Review sites Bloggers and app reviews Create list of who you want to contact and review your site and Very influential travel and digital bloggers – what they say goes Some no cost, some charge per review or blog
4 in house portfolio Newsletter social media Website inventory on mobile site shout about your successes Affiliated companies e.g. chitter chatter
Results – Directflights.com Version 2 released 2 weeks ago UK – number 3 for cheap flights US – number 2 for flight comparison
The Far East Xiaomi (pronounced Shiao-me) Has surpassed Samsung, HTC and Apple 20 millions phones sold by December 2013 MIUI App store Now targeting India