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  1. 1. PAGE 1 MOBILE APP MARKETING AmandaNuttall Chillin’LLC In 2015 Apple reported cumulative revenue earningsof $25 billionfromthe sale of appsand gamesin the AppStore.Mobile apps are quickly becoming a lucrative industry in a society of mobile device users. In this briefing I will break down the mobile app marketing dynamic into three main components (a) social media and online engagement (b) paid campaigning techniques(c) organicgrowthtactics. Social Mediaand Online Engagement Social Network Accounts Social Media is a key component in helping the spread of a new app become viral. Creating profiles on relevant social media accounts like Twitter, Facebook, Instagram, Pinterest, and Googlehelps users engage with the target audience. Publishing relevant content on social media accounts also boosts online presence. Social media platforms are built for sharing app news, displaying appropriate and exemplary usage situations, and encouraging participation and sharingfromcustomers (Gauchet1). Blogs/ Media Coverage Intandemwithfrequentsocialmediaposts,blog creation and interaction is also crucial. Blogs provide a useful landing page for reviews and app mentions from other sites. When usersare brought to the corresponding blog page of an app they are investigating, they can gain quick access to favorable app reviews and ratings. Mediacoverage of anykind isa marketing-must, especially during the beginning stages of app launch: Figure 1 illustrates the essential local buzz app creators should focus on gaining. Community spotlight bears equal weight in terms of news interviews, contests, and blog mentions. The difference then comes in frequency, being featured more often in more placesdrivesdownloads(see Figure 1). Community spotlight can be narrowed down to three essential components interviews, contests, andfeatures (Botelho 5). Paid Campaigning Techniques BusinessInsider showsthe annual trend of mobile app advertising spend. People are responding to mobile app advertisements, and responding well. The consistent increase in consumer sales attributed to in app advertising makesclearthatmobile device usersdotake the time to view, analyze, and take action on ads that appeal totheirinterest (See Figure2). Figure 2. Sales in millions of spending due to mobile app advertisements (Hoelze 3). Getting noticed in the sea of over 1.5 million available apps is no easy task, “Paid acquisition campaigns will get your app the exposure and 33% 33% 33% In App Sharing News Interviews Community Contests Blog Mentions /Features 0 20 40 60 80 2013 2014 2015 2016 2017 Sales in Millions Sales in Millions
  2. 2. PAGE 2 MOBILE APP MARKETING awareness that you simply can’t get on your own” (Marrs 1 ). Mobile ad partners also offer huge amountsof customerdata worthtracking. Paid Social Media Campaigns Paid campaigns and ads are customizable to specific target audiences. Often user interests, demographics,andothervaluableinformationis revealedthroughpaidcampaigning. Toconsider firstare the three giants- Facebook,Twitter,and Google. Paid campaigns for these big 3 access a huge part of the mobile appmarket. Mobile app marketing needs an external boost from paid campaigning in order to reach viral amounts of downloads. Google campaigns consist of the classic pay per click option, where a pre-set list of keywords and associated bids determine where app ads show up and for what types of searches. Twitter ads provide the convenient install button to take users straight to an app store.Facebookprovidesthe mostcustomizable campaignof the three, allowinguserstonarrow down the exact demographic age, gender, even interests of those to whom the ad displays. Below is a graphic of the benefits of the big 3 social media campaigns and their associated benefits(see Figure3). The three largest and most influential social media accounts to help apps reach and engage their target audience (Gauchet 4). Organic GrowthTechniques Earning app downloads through non-paid-for effortsmakesup the majorityof downloads.The first element to focus on is user retention. Keepingusersactive encourageswordof mouth sharingwhichisthe mostpowerful andeffective way to advertise. The “customers selling to customers” nature of word of mouth sharing createsthe buzzanyappneedstobecomealocal hit. To retain users there are a variety of in app marketingstrategieslike: (1) Push notifications (2) Sharefeatures (3) Reviews Built in push notifications give users a home screen reminder to use the app whereas share feature invites customers to share the app with friends or post their experience to a personal social media account (Ghose 19). Reviews are crucial, users look at app reviews and ratings before choosing to download a new app. It is essentialtoformaninteractive relationshipwith users that lets them provide feedback and suggestimprovements.Throughoutthelife of an app offline advertising events like concerts, parties, and contests can help build excitement and spark large numbers of downloads. Along with this, choosing a powerful partner to promote your app or gets the foot in the door quickerthanany othertechnique. Conclusion In Short, mobile app marketing is best done througha combinationof paidcampaigningand social media/ local involvement. Although there isno secretformulato a viral app seekingmedia coverage of any kind, engaging in social media activity,andcreatingcustomizedpaidcampaigns all helpearn downloads. Local marketingevents also generate needed buzz and excitement neededforappmarketing. Works Cited Apple. "Apple - Press Info - App Store Rings in 2015 with New Records."Apple -Press Info - App Store Rings in 2015 with New Records.Apple, 2016.Web. 02Mar. 2016. Botelho, Stefanie. "Honing App Marketing Strategies."Folio: The Magazine for Magazine Management. Apr2012Digital Magazines Supplemen, P14-15. 2p., n.d. Web. 8 Mar. 2016. Twitter Favorable install icon Google Keyword bidding Facebook Hyper Targeted The Big Three
  3. 3. PAGE 2 MOBILE APP MARKETING Gauchet, Sylvain. "The IOS App Marketing Strategy Guide." Apptamin The IOS App Marketing Strategy Guide Comments. Apptamin, 22 Jan. 2016. Web. 02 Mar. 2016. Ghose, Anindya, and Sang Pil Han."Estimating Demand for Mobile Applications in the New Economy." Management Science. Institute for Operations Research and the ManagementSciences, June2014.Web. 9 Mar. 2016. Hoelzel, Mark. "Mobile Advertising Is Exploding and Will Grow Much Faster than All Other Digital Ad Categories." Business Insider. Business Insider, Inc, 03 Apr. 2015. Web.02 Mar. 2016. Marrs, Megan. "16MobileAd AcquisitionPartners For Driving App Installs." 16MobileAd Acquisition Partners For Driving App Installs.Localytics,6 Aug.2015.Web.02Mar. 2016.

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