More Related Content More from Michelle Blanc (20) App marketing, PR and business model1. Optimisez vos stratégies web |Double-check your web strategies
App marketing, PR, best
practices and business
model
(extract from a confidential report for
www.csircorp.com )
Michelle Blanc,
M.Sc. commerce électronique
2. © Tous droits réservés – Analyweb Inc. 2008
table of contents
App key path of success
App (and/or) Mobile Web
Pre-Launch mkt & PR
Press release
Media
Events
App stores and ASO
Naming the app
App Icon & USP
2
3. © Tous droits réservés – Analyweb Inc. 2008
table of contents
App best practices, strategies, tools
Business model insights
App revenus
Legal, success and failure essentials
3
4. © Tous droits réservés – Analyweb Inc. 2008
App (and/or) Mobile Web
4
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Source:https://blog.kissmetrics.com/5-myths-about-aso/
6. © Tous droits réservés – Analyweb Inc. 2008 6
Source:http://avc.com/2015/09/mobile-web-is-top-of-funnel-mobile-app-is-bottom-of-funnel/
7. © Tous droits réservés – Analyweb Inc. 2008 7
Source:http://avc.com/2015/09/mobile-web-is-top-of-funnel-mobile-app-is-bottom-of-funnel/
8. © Tous droits réservés – Analyweb Inc. 2008
Mobile web vs. app traffic for
top 50 mobile properties
8
Source:http://venturebeat.com/2015/09/25/wait-what-mobile-browser-traffic-is-2x-bigger-than-app-traffic-and-growing-
faster/
9. © Tous droits réservés – Analyweb Inc. 2008 9
Source:http://qz.com/253618/most-smartphone-users-download-zero-apps-per-
month/#int/words=dinner_supper&smoothing=3
10. © Tous droits réservés – Analyweb Inc. 2008 10
Source:http://www.mdgadvertising.com/blog/wp-content/uploads/2013/06/should-you-build-a-mobile-app-or-mobile-
website.png
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Source:https://blog.kissmetrics.com/surprising-mobile-ecommerce/
12. © Tous droits réservés – Analyweb Inc. 2008
Morgan Stanley says that mobile browser
audiences are two times larger than app
audiences across the top 50 mobile
properties and have grown at a slightly faster
rate over the past three years.
12
Source:http://www.wired.com/2016/04/wait-web-isnt-really-dead-google-made-sure/
13. © Tous droits réservés – Analyweb Inc. 2008
Hybrid HTML5 Gains
Momentum
While some developers will always prefer
native mobile apps, hybrid HTML5 application
development will continue to gain momentum
in the enterprise and with consumer apps, said
Fima Katz, CEO and founder of Appery,
makers of the Appery.io mobile application
development platform. "Hybrid HTML5 will
become the most obvious choice for most
enterprise use cases in 2016," he predicted.
13
Source:http://www.enterpriseappstoday.com/management-software/10-mobile-app-trends-for-2016.html
14. © Tous droits réservés – Analyweb Inc. 2008
The language of apps
14
Source:http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/
15. © Tous droits réservés – Analyweb Inc. 2008
Pre-Launch mkt & PR
15
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The 7 Keys to an Effective Pre-
Launch Mobile App Marketing
Strategy
Start marketing your app long before its
launch date.
Engage potential customers, users, and other
interested people early and often.
Do not underestimate the importance of
email in engaging “normal” users.
Get early customer input on key features; let
users stake a claim in the creation of the app.
16
Source:http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch
17. © Tous droits réservés – Analyweb Inc. 2008
Publish sneak peaks to generate excitement
around your app.
Use beta testers and influencers to help with
word-of-mouth marketing.
Get your press kit and launch materials in
order before you submit your app for review.
17
The 7 Keys to an Effective Pre-
Launch Mobile App Marketing
Strategy
Source:http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch
18. © Tous droits réservés – Analyweb Inc. 2008
Mobile App PR Tips
Target early adopters
Craft story angles for key audiences
Build a strong online presence
Consider App Store optimization
18
Source:http://www.walkersands.com/How-Mobile-App-Pr-Leads-To-A-Successful-Launch
19. © Tous droits réservés – Analyweb Inc. 2008
Creative Ways to Promote
Your App
Build a microsite, then a teaser website, then
add a blog
Share content with Facebook, Twitter, G+,
linkedIn
Create a product video
Get press (Write personnally to journalists)
Pitch to app review websites
( 148apps, AppStoreApps and AppAdvice )
19
Source:https://www.entrepreneur.com/article/229305
20. © Tous droits réservés – Analyweb Inc. 2008
Creative Ways to Promote
Your App
Contact bloggers who would care
Apply for awards (Kiip Build Fund or The
Mobileys)
Always be collecting emails
Create a six-second how-to series (The
hashtag #howto is one of the top trending
tags on Vine.)
Make good use of App Store Optimization
20
Source:https://www.entrepreneur.com/article/229305
21. © Tous droits réservés – Analyweb Inc. 2008
Integrate social within the app
Implementing smart apps banner (ref:
https://david-smith.org/blog/2012/09/20/implementing-smart-app-
banners/ )
21
Creative Ways to Promote
Your App
Source:https://www.entrepreneur.com/article/229305andhttps://david-smith.org/blog/2012/09/20/implementing-smart-
app-banners/
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Source:http://www.outbrain.com/blog/7-detailed-steps-for-marketing-your-mobile-app-launch-with-content
23. © Tous droits réservés – Analyweb Inc. 2008
How to Write a Press Release
For Your App
23
Source:http://www.apptamin.com/blog/write-press-release-app-launch/
24. © Tous droits réservés – Analyweb Inc. 2008
A. App Icon and app name / Company
B. Subject line
C. Summary line
D. Introduction
E. Screenshots
F. Description
24
How to Write a Press Release
For Your App
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How to Write a Press Release
For Your App
G. Pricing, availability and coming up
H. Website URL and info
I. About your company
J. End of the press release
K. Media contact information
25
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APP REVIEW SITES FOR MOBILE INDIE
DEVS! https://www.sellmyapp.com/how-to-
create-an-app/list2.php#
The Holy Grail List of App Review Sites
(100+ and Counting)
http://www.appbattleground.com/2013/10/26
/best-app-review-sites/
26
Media to focus on
27. © Tous droits réservés – Analyweb Inc. 2008
Events Lists
AppBatleground app review sites Spreadsheet
https://docs.google.com/spreadsheets/d/1eBqBSTl_R0kpFMzYmwT54ZQYGvEHEoGTPzSuO69iUWQ/edit
Top Mobile App Conferences and Events To Go
To In 2017
http://www.businessofapps.com/top-mobile-app-conferences-events-2017/?utm_source=Business+of+Apps&utm_campaign=c411acd197-BOA+Newsletter+-
+12th+January&utm_medium=email&utm_term=0_1857f86fb4-c411acd197-202535433
CIO guide to top tech conferences
http://www.cio.com/article/2976667/it-skills-training/your-guide-to-top-tech-conferences.html
2017 TECH CONFERENCES: THE #1 TECH
EVENTS GUIDE
http://blog.bizzabo.com/technology-events
What are the major technology events in a given
year?
https://www.quora.com/What-are-the-major-technology-events-in-a-given-year
TechMeme http://www.techmeme.com/events 27
28. © Tous droits réservés – Analyweb Inc. 2008
Crunchbase
Major database including companies, people,
investors, funding rounds, acquisitions and
events relating to tech, VC and start-up
industries. A must see and have
https://www.crunchbase.com/#/home/index
$348/yr/user
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App stores and ASO
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The best performing app store
30
Source:https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf
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The most lucrative app store
(for now)
Source:https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf
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Source:http://www.apptamin.com/blog/ios-6-app-store-optimization/
33. © Tous droits réservés – Analyweb Inc. 2008
What are the mechanics of ASO
(App Store Optimization)?
Main Factors
Title
Keywords
Secondary Factors
Total # of Download
Ratings and Reviews
33
Source:https://blog.kissmetrics.com/app-store-optimization/
34. © Tous droits réservés – Analyweb Inc. 2008
The App Store Factors Users
Really Care About
34
Source:https://www.tune.com/blog/mobile-report-the-app-store-factors-your-users-really-care-about/
35. © Tous droits réservés – Analyweb Inc. 2008
Naming the app
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Naming the app
36
Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
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Naming the app
Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
38. © Tous droits réservés – Analyweb Inc. 2008 38
Naming the app
Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
39. © Tous droits réservés – Analyweb Inc. 2008
The top 50 words were:
“free, pro, tracker, weather, music, photo,
video, mobile, news, iphone, calculator, gps,
guide, manager, player, instagram, editor,
best, edition, live, new, map, text, radio,
maker, daily, videos, camera, bible, hd,
voice, game, photos, get, plus, phone, emoji,
maps, scanner, english, dictionary, games,
google, keyboard, calendar, baby, sleep,
audio, reader, world”
39
Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
40. © Tous droits réservés – Analyweb Inc. 2008
Choose a name that is 2-6 words long.
Be descriptive and include your main
keyword / category (photo, music, video,
news etc)
Consider using a – to seperate your name
and pitch.
If you have a longer name consider how it
will wrap on different devices.
40
Naming the app
Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
41. © Tous droits réservés – Analyweb Inc. 2008
Clear – Tasks, Reminders & To-Do Lists
Shazam – Discover music, artists, videos &
lyrics
Waze – GPS, Maps & Social Traffic
41
Naming the app, example
Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/
42. © Tous droits réservés – Analyweb Inc. 2008
App Icon & USP
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App Icon
When your app shows up in the search
results, an attractive icon plays a big role in
attracting the user to download your app.
Mobile app Trainz Driver sold 20 times as
many units after an icon change.
Use the Icon Gallery as a reference
http://iosicongallery.com/
43
Source:https://www.entrepreneur.com/article/227905
44. © Tous droits réservés – Analyweb Inc. 2008
Unique Selling Proposition
Your USP is a short statement (1-2
sentences) that tells customers why your app
is so special.
“A USP is not merely a slogan — it is your
company’s DNA and reason for being. If you
cannot summarize exactly what sets you
apart in one or two sentences, you are not
unique enough within your marketplace.” –
Perry Marshall, Marketing Consultant
44
Source:http://www.buzinga.com.au/buzz/1-page-business-plan-for-app-startups/
45. © Tous droits réservés – Analyweb Inc. 2008
App best practices, strategies,
tools
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Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-
RES129741
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Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-
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Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-
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Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-
RES129741
50. © Tous droits réservés – Analyweb Inc. 2008
App Marketing, stats and
keywords tools
https://www.tune.com
https://www.appannie.com/
http://www.appcodes.com/
https://searchman.com/
https://www.appnique.com/
http://www.gummicube.com/
https://appradar.com/
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51. © Tous droits réservés – Analyweb Inc. 2008
Curated Directory of Tools &
Resources on App Marketing
and Mobile Growth
http://appmarketingstack.com/
51
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In-app analytics
https://developer.yahoo.com/analytics/
https://www.google.com/analytics/mobile/
https://www.appsee.com/
https://mixpanel.com/
52
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Business model insight
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54. © Tous droits réservés – Analyweb Inc. 2008
Business model insight
This work provides the first basic evidence of
the major factors that affect the app success in
terms of comparative revenue, exploiting the
relationship between ranks and sales previous
works have demonstrated. Particularly, the
effect of the business model on app performance
is remarkable as well as surprising. In contrast to
many claims from industry insiders (e.g.,
Spriensma 2012) our analysis seems to suggest
that paid apps seem to pay more than free apps.
54
Source:https://www.pomsmeetings.org/confpapers/043/043-0354.pdf
55. © Tous droits réservés – Analyweb Inc. 2008
App developers can create service-related apps
or deliver one that provides original intellectual
property (IP). It is worth noting that the process
involved in developing these two types of apps
varies significantly. Service related apps are
easier to tackle of the two and require less
creativity as most of the requirements are
outlined by the service providers the apps are
designed to support. The rewards to develop an
original IP app, however, are superior to those
of developing a service related one. 55
Business model insights
Source:http://www.ictc-ctic.ca/wp-content/uploads/2012/10/ICTC_AppsEconomy_Oct_2012.pdf
56. © Tous droits réservés – Analyweb Inc. 2008
Consultation with Canada’s apps developers
shows that business and communications apps
are in highest demand
56
Business model insights
Source:http://www.ictc-ctic.ca/wp-content/uploads/2014/02/AppificationFeb2014.pdf
57. © Tous droits réservés – Analyweb Inc. 2008
The latest development -- which could
revolutionize the retail industry -- is Apple's
location-sensing iBeacon technology. If a
customer has downloaded an Apple store app
and goes into, say, a department store, iBeacon
sensors can recognize that the customer has
walked in and send special offers to a
smartphone or guide the customer to a specific
item, among other possibilities.
57
Business model insights
Source:http://searchcrm.techtarget.com/feature/Location-based-apps-present-opportunities-and-data-challenges
58. © Tous droits réservés – Analyweb Inc. 2008
Cellular connectivity can be spotty. Mobile apps
depend on ubiquitous connectivity, but cell
service can be spotty — especially indoors.
Nordstrom ran into issues when it found out that
most of its stores had poor or no cell service.
This is a common issue, as 63% of retailers
indicate that most of their store locations have
poor cell service. To correct this, Nordstrom had
to invest millions of dollars to outfit its stores
with ubiquitous wireless local area networks
(WLANs).
58
Business model insights
Source:MakeSmartWirelessLocationTechnologyDecisionsForrester
59. © Tous droits réservés – Analyweb Inc. 2008
Revenu generation
59
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Most of app business model analysis relies
on
Paid for by consumers
In-app purchase
Publicity
60
Business model insights
61. © Tous droits réservés – Analyweb Inc. 2008
App revenue generation
61
Source:https://www.surveymonkey.com/business/intelligence/mobile-app-industry-revenue-statistics/
62. © Tous droits réservés – Analyweb Inc. 2008 62
App revenue generation
Source:https://www.surveymonkey.com/business/intelligence/mobile-app-industry-revenue-statistics/
63. © Tous droits réservés – Analyweb Inc. 2008 63
App revenue generation
Source:http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/
64. © Tous droits réservés – Analyweb Inc. 2008
Legal, success and failure
essentials
64
65. © Tous droits réservés – Analyweb Inc. 2008
Legal concerns
LOCATION DATA PRIVACY
GUIDELINES, ASSESSMENT &
RECOMMENDATIONS
https://iapp.org/media/pdf/resource_center/LocationDataPrivacyGuidelines_v2.pdf
Geolocation: Risk, Issues and Strategies
http://www.isaca.org/groups/professional-english/wireless/groupdocuments/geolocation_wp.pdf
Privacy is the major hurdle
Fear of big brother
65
66. © Tous droits réservés – Analyweb Inc. 2008
Start-up failure raisons
BE WARY OF THE PIVOT
pivoting for the sake of pivoting, or to expand on a shaky business
model will almost always guarantee disaster
TOO BIG TOO HANDLE
it’s important to grow your business for the right reasons
BE WARY OF WHO YOU GET IN BED
WITH
While it is possible to work with friends and family, it requires completely
honest communication, both parties must understand that it really is nothing
personal, and, perhaps most importantly, vest your ownership
THE DOUBLE-EDGED SWORD OF SEO
The issue was that due to its effectiveness, the founders became blind to
other models of customer acquisition and developed an overreliance on a
model they had absolutely no control over. 66
Source:https://foundrmag.com/4-startup-case-studies-failure/
67. © Tous droits réservés – Analyweb Inc. 2008
4 Essentials for Successful
Mobile Apps
Solve a problem
Make it intuitive
Start marketing in advance
Be strategic about distribution
67
Source:https://www.entrepreneur.com/article/226732
68. © Tous droits réservés – Analyweb Inc. 2008
Browsers, not apps, are the
future of mobile
Proclamations of an all-native mobile app world
ignore the fact that browsers and the web are
fast becoming the mobile operating system of
the future, and native apps are slowly dying.
The average American now downloads zero
apps per month
The web is and will always be the most popular
mobile operating system in the world — not iOS
or Android.
68
Source:https://medium.com/swlh/browsers-not-apps-are-the-future-of-mobile-c552752ff75#.eizfnl95i
69. © Tous droits réservés – Analyweb Inc. 2008 69
Special Thanks to
www.CSIRCorp.com
www.parminc.com
www.ginasavoie.com
www.benoit-grenier.com
For having paid for and allowed
the sharing of this content
Thank You
Michelle Blanc M.Sc.
And visit
Blogues : http://www.michelleblanc.com/english/