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

2. 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

3. Great Branded Mobile Apps

4. Brand Experiences on Mobile

5. 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 s (single column layout)
Social is targeted to mobile
AdWords Enhanced Campaigns

6. 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

7. 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 , 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

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

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

10. 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, ) to spur initial downloads and reach high rankings in the App Store, spurring organic growth.

11. Keys to App Marketing Success
Encourage Sharing: Incorporate social sharing, 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 marketing to create a community for app users.

12. 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
Landing Pages

13. 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

14. 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

15. 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

16. 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

17. Cross-Channel Promotion

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

19. 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.

20. THANK YOU