SNS College of Engineering Department of Computer Science and Engineering Mobile Applications Presented By S.YAMUNA AP/CSE

Mobile App Brand Objectives Product Enhancement and Value Ads Customer Support Entertainment New user acquisition Brand awareness Customer engagement Brand extension In-app purchases Generate revenue Ad publishing

Great Branded Mobile Apps

Brand Experiences on Mobile

Mobile Apps are great, but…. Not everyone needs an app. Mobile Apps fulfill a specific need that can’t be met through a responsive site, for example: Need to store information online Quick-loading Easily accessible information Fun and entertainment! Every marketing project is mobile! Responsive design Mobile-optimized emails (single column layout) Social is targeted to mobile AdWords Enhanced Campaigns

How mobile apps grow brand awareness: Branded Application Fun, entertaining, or a game Easy Functionality Ability to refer and share Deeper content and engagement Creates touch points for the brand at a deeper level: In the customer’s pocket

Beyond the Conversion: Mobile App Marketing Goals Downloads: Number of app downloads from iOs and Android Loyal Users: Users who make in-app purchases and share with friends via email, text or social media App Store Rankings, Ratings and Reviews: User Account Creation New Existing In-App Referrals: Enhancing virality and lifetime customer value Optimized Advertising Spend: Across paid ad platforms Post-Download Events: New app customers’ ongoing relationship, through the website, social media, referral/loyalty program, and ongoing purchases Positivity and Brand Engagement: Measured on social media

There are millions of apps in the app store….. The Challenge: There are millions of apps in the app store…..

Competition + Saturation = Need for Differentiation … and they’re growing every day. Competition + Saturation = Need for Differentiation

Keys to App Marketing Success Product Quality: Create a strong app with no bugs or crashes. Communicate with customers over issues to encourage loyalty. Create Buzz: Stimulate discussion and brand buzz among influencers in the target customer community, among app reviewers and tech bloggers who focus on new app releases. Get Found: Use App Store Optimization best practices to be easily found in the App Store and Google Play Create an Initial Burst: Use Paid Advertising and existing customer platforms (website, text, email) to spur initial downloads and reach high rankings in the App Store, spurring organic growth.

Keys to App Marketing Success Encourage Sharing: Incorporate social sharing, email referrals and text messaging to stimulate organic sharing of the app. Solicit Feedback. Request Feedback and solicit Ratings and Reviews from satisfied customers, contributing to App Store Rankings. Track and Measure. Use Analytics and tracking to continually optimize ad spend, track in-app purchases and identify highest value users. Leverage Other Channels. Incorporate social media and email marketing to create a community for app users.

Specific Ad Network SDK App Store Optimization Cross-Channel Promotion Mobile App Marketing Strategy Tracking Tool Setup: Facebook Analytics Tools Specific Ad Network SDK App Store Optimization Keyword Research Competitor Research Description Public Relations Press Kit Outreach Preview or event Paid Advertising Display Ads Interstitials Google Cross-Channel Promotion Social Media Email Landing Pages

Prelaunch and Public Relations Build buzz well before launch App blogs and tech bloggers target people in the mindset of downloading apps Release a sneak peek for journalists Create relationships to be featured in “New and Notable” Find a newsworthy angle Encourage existing customers to promote it

App Store Optimization You can do all the PR in the world… ……but if no one can find it, they won’t download it. ASO differs for Google Play (Android) vs the App Store (iOS) An ASO strategy requires the same elements as SEO: Competitor analysis Keyword Research App Store Optimization Deliverables: Submitted keywords A keyword-rich and conversion-optimized app store description Localized information, languages, reviews and ratings High quality screen shots, videos (Google Play) are defining factor Encourage Reviews and Ratings Push notifications

Paid Advertising Advertising Channels Ad Enablers and Networks iAd, inMobi, AdMob Incentivized Networks TapJoy, JumpTap RTB Exchanges Facebook Exchange Google AdWords Direct Media Buys Display Ad Types In-app ads Expanded banners Mobile banner ads Interstitial Rich Media Video

Bust Marketing To get to the top of a category: Get MAXIMUM downloads in MINIMUM time Burst campaign using paid advertising to spur downloads Gain ranking in app store Increase organic downloads

Cross-Channel Promotion

Referral Marketing and Amplification Push notifications to rate and review In-app gamification and incentivization

App Store Optimization Mobile App Marketing Services Strategy Ad Creative Public Relations Cross Promotion Ad Management App Store Optimization Social Media How Do I Price It? Ask Your Marketing Manager.

THANK YOU