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Mobile App Marketing Plan

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Faraz Ali

on 6 May 2014

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Transcript of Mobile App Marketing Plan

Google Android | Apple iTunes
Screen shots
Video (Google Play)
Review & ratings
User App Engagement / usage
(no of daily downloads & uninstall, current downloads)
Agenda / Presentation outline
App Store Optimization/Tweaking

Marketing Platforms

Competitive Analysis

Technical Improvements / Bug fixing.
Customer Communication:
Marketing Platforms for App Promotion
We will use the following online marketing channels/platforms to promote our app, this will generate exposure and over all downloads:

Social Media Platforms
App submission/review websites
Posting to other app selling markets/stores
Blogging & info graph sharing
Press release kit
Website promotion & SEO
Paid Ads on social media
Mobile App Marketing Plan
Social Media Platforms
Social media helps you reach a much wider, sharply targeted audience, who are bound to be interested in what you have to offer to them.

Not only that, social media also helps bring you more potential customers, thanks to your current ones recommending your app to friends on their respective social networks.

Most of the users now use their mobile devices to check and use their social media. So promoting our app on these places increases the chances of virility and download.
Pinterest & Instagram
Google Plus
Other App Stores
Posting to other app selling markets
Google +
Pinterest & Instagram
YouTube, Vimeo, Dailymotion
We will be focusing on the following platforms to promote our app:
Press Release Kit
Press release kit
SEO of website and blogs
Facebook App Install Ads
Paid Ads on Social Media
Blogging & info graph sharing
App Submission/Review sites
App submission/review websites:
Competitor Anaysis
Competitive Analysis
Technical Improvements & bug fixes
Technical Improvements / Bug fixing.
Rating and reviews are one of the most important factors for app ranking which ultimately leads to more downloads.

In both Google Play Store & iTunes, those apps are in top ranking which have greater no of reviews and positive ratings.
Users download those apps that have high reviews on app stores as well as on other
app reviewing sites
. As they trust on those websites.

And the user base that searches for any app on search engines are most likely to find our app in top ranks due to the review websites good SEO. So basically we can utilize the SEO of other review websites to increase our visibility and exposure on the search engines.

There are a number of app submission websites where we can submit our app for review (both paid & free).
Android app markets other than Google Play Store has a good chunk of users who only downloads from these markets.

Lets see some facts about these stores:
Blogging is a great method of engaging users and attracting them by providing them information and knowledge on the related topics.

This will generate organic traffic which will eventually help the app sign ups.
An app press kit is very handy when due to our marketing efforts some reviewers lands on our site and likes to review our app, so its better to pro-actively provide them a .zip file with all the important info in it.

Lets see what we need in a app press release kit.
People searches for their required app on google and other search engines as well, so to grab that chunk, our web site should be fully SEO optimized.

App store links should be rightly placed on the home page for easy access and user friendly environment.
Since on iTunes, first week of app release is very important to get good ranking. So to drive maximized sales, we should do PPC for the app to get targeted users from display networks as well.

We can do PPC on the following avenues:

- PPC on related top websites and blogs
- Facebook App Install Ad.
- Twitter promoted tweets
Now a days,mostly people use social media platforms from their mobile devices, so we should target our app over their to get the maximum exposure.

We can use Twitter's promoted tweets and Facebook's app install Ads.
Lets see how competitive analysis can help us in our App improvement and marketing...
(Google Play Store Only)
Google Play store gives us a extra chance to sell/promote our app by using a demo video.

We can use it as our branding, marketing, user guide, USP selling etc....

This video can also be used to drive traffic to our app download pages to increase our sales volume.
Such keywords should be used in the title, that have highest number of search volume and traffic.

We should take full advantage of this field in both app stores keeping their character limit in mind.
User engagement is also plays a vital role in app ranking. App stores rank those apps in top ranking that users frequently use.

For this, many app developers use push notifications to engage users and keep them spending the time on the app.

Possibilities are that an app with more user retention/usage ratio will be ranked higher than an app with more number of downloads.

Also on Google Play, the number of daily uninstalls also puts a huge negative impact on App store ranking.
ASO plays an important role in improving the visibility and more importantly conversion rates of an app in app stores. Following factors plays an important role on both app stores (i.e. iTunes & Play Store):
Its a new trend in social media using the 6 second video to promote your app. We can use it to make following videos:

How to/tutorial videos
Marketing of USP or unique features etc.
Explaining each feature of app.
Using vine videos on other social media platforms.
Central hub to drive social interactions, allowing us to promote our products and to obtain customer feedback.
Brand Exposure:
Great for user news feed engagement, allows us to monitor other brands activity via their pages and to find opportunities by monitoring their user reviews/messages.
Site Traffic:
A top traffic source for many brands. Although its viral potential is decreased, still drive steady traffic to every post is consistent. We can route our users directly to our app download page using Facebook updates and App Install Ads (paid).
Google's external search engine traffic referrals to pages is around 34% - significant enough to implement SEO practices on your page.
Customer Communication:
All inbound customer communications are quick & concise on Twitter, allowing simple monitoring and management of conversations
Brand Exposure:
What others say about you has the real impact. the ability to re-tweet & interact with followers helps a brand more than any other social site.
Site Traffic:
A great way to channel the traffic to our websites, blogs, app store pages etc.
Signaled out as a Google's algorithm. Links are "no-follow" but the social component is real and growing prominence.
Customer Communication:
Brand Exposure:
Site Traffic:
Circles & Communities allow you to target your message to groups of prospective clients & customers, rather than having them generalized for entire online market. We can use the circles to target them individually on the basis of their characteristics, demographics, interests etc.
A reported 105 million unique visitors per month equates to a large possibility of exposure to the app/brand.
Studies show that traffic from G+ to sites that have the +1 button is 3.5x greater than traffic from G+ to sites without the +1 button.
Controversy exists of whether or not +1's affect search ranking, but overall it do helps in ranking on Google Play store and also helps in Search Engine Optimization.
Customer Communication:
Brand Exposure:
Site Traffic:
Provides visual interpretation for the brand. We can use these platforms to post how to pictures/guides, app feature promotions etc.
Great for business with high visual elements. Typically better for B2C as opposed to B2B.
Links in photo descriptions via mobile are not clickable. Websites address in info is, but offers little promise for site traffic
Links are "No-Follow", and these networks are more of a community not as an SEO tool.
Customer Communication:
Brand Exposure:
Site Traffic:
A powerful channel for responding to customer complaints, displaying app feature and usage, demo videos and for reputation management.
Second only to Facebook when people are researching a product/company.
Growing in the traffic generation segment, particularly through in-video messaging through annotations and URL branding.Hash tags are also used on Google + and are widely searched in the Trends.
YouTube is the second largest search engine on the net. Its now also tied in with G+ and videos rank well in search.
We should put focus on constant improvement of app and bug fixing.

We can also keep our user reviews in mind while adding up any new features.

We should also do competitive analysis to check what features are not available in our app or which feature is the requirement of the user.

Also iOS users likes those app that comes up with regular updates and new features for them. This can also help us increasing the user app engagements.
Full transcript