狠狠撸

9
?Key
?Mobile
?App
?Marke0ng
?

?
Elements
?

?

iOL
?Digital
?Marke0ng
?Services
October
?18,
?2012
?

?

In
?a
?Nutshell
?

?
1.
?
?Name,
?descrip0on,
?icon
?&
?screen
?

? shots
?
2.
?
?C
?ompe0tors
?and
?Category
?Mapping
?

?
?WIP
?Sneak
?Peeks
?and
?Beta
?Testers
?
3.
?

?
?App
?Store
?Op0misa0on
?
4.
?

?
?App
?Review
?Websites
?
5.
?

?
?In-?‐build
?App
?Share
?Features
?
6.
?

?
?User
?Ra0ngs
?and
?Reviews
?
7.
?

?
?Webpage
?with
?Engaging
?video
?
8.
?

?
?Paid
?Promo0on
?
9.
?

?

Applica0on
?Name
?&
?Descrip0on
?

?

?
?We
?should
?name
?and
?describe
?our
?app
?to
?suit
?exis0ng
?app

?market
?search
?trends
?

?
?
?By
?including
?the
?most
?popular
?and
?relevant
?search
?keywords,

?we
?can
?look
?to
?maximize
?our
?app’s
?discovery
?

?

Applica0on
?Icon
?

?
n
?app’s
?icon
?conveys
?the
?app’s
?

?
purpose,
?style,
?and
?is
?the
??rst
?

?
interac0on
?users
?have
?with
?the
?app
?

?
?
?We
?should
?create
?an
?icon
?that
?

? stand’s
?out
?in
?a
?search
?grid
?on
?the
user’s
?device
?

?
?
?We’ve
?heard
?Apple
?doesn’t
?feature
an
?app
?unless
?they
?believe
?the
?icon
is
?well-?‐designed
?and
??ts
?the
?overall
?

? app
?look
?and
?feel
?

?
?

App
?Screen
?Shots
?

?

?
?Screenshots
?are
?an
?essen0al
?tool
?to
?turn
?visitors
?into
?app
?users
?

?
?
?Our
?screenshots
?should
?be
?memorable,
?informa0ve,
?and

?exci0ng
?

?
?
?They
?need
?to
?draw
?a
?visitor’s
?eye
?to
?them,
?explain
?exactly
?what

?our
?app
?does,
?and
?convey
?how
?easy
?your
?app
?is
?to
?use
?

?

Compe0tors
?Mapping
?

?
?
?
?With
?the
?amount
?of
?apps
?in
?app
?stores

?today,
?there
?will
?mostly
?exist
?a
?variety

?of
?compe0tors
?whose
?apps
?are
?similar

?to
?ours
?

?
?We
?should
?take
?note
?of
?all
?our
?ini0al
?
?

?compe0tors
?without
??ltering
?any
?-?‐

?and
?scale
?it
?down
?to
?the
?top
?4
?or
?5

?heavy
?contenders
?

?
?A
?1-?‐star
?app
?with
?only
?a
?handful
?of
?
?

?reviews
?isn’t
?likely
?to
?be
?a
?real

?contender,
?but
?a
?5-?‐star
?app
?with

?thousands
?of
?reviews
?is
?a
?formidable
?

? one
?

?

Category
?Mapping
?

?
?
?
?Because
?so
?many
?downloads
?are
?

? driven
?by
?the
?app
?stores’
?Top
?Charts,
?

? important
?to
?choose
?the
?category
?
it’s
?

?
that
?will
?give
?our
?app
?the
?best
?shot
?of
ranking
?highly
?
?
?
?T
?he
?reality
?is
?that
?all
?categories
?are

?not
?created
?equally.
?For
?instance,
?the
?

? Social
?category
?will
?drive
?more
?

?
downloads
?than
?the
?Lifestyle
?category
?

?
?
?
?However,
?an
?app
?will
?have
?a
?harder

?0me
?ranking
?highly
?in
?the
?Social
?

? category
?than
?in
?the
?Lifestyle
?one
?

?

WIP
?Sneak
?Peeks
?&
?Beta
?Testers
?

?
?
?
?Should
?we
?like,
?we
?can
?pitch
?the
?

? Hungama.com
?app
?WIP
?sneak
?peeks
?

? interested
?and
?leading
?mobile
?app
?
to
?

?
review
?websites,
?to
?create
?pre
?launch
buzz
?

?

?
?
?Similarly,
?we
?can
?also
?approach
?

? websites
?like
?iBetaTest.com
?and
?

?
BetaBait.com
?-?‐
?to
?recruit
?volunteers
to
?beta
?test
?the
?Hungama.com
?app,
before
?launch
?

?

App
?Store
?Op0miza0on
?

?
?
?Over
?65%
?of
?consumers
??nd
?apps

?via
?search
?in
?an
?app
?store
?

?
?
?By
?using
?an
?app
?store
?op0misa0on

?so`ware,
?we
?can
?analyse
?and

?op0mize
?our
?app
?store
?presence
?to

?beat
?compe00on
?

?
?
?While
?a
?variety
?of
?analy0cs
?tools

?exist
?that
?can
?perform
?a
?subset
?of

?the
?func0ons
?,
?two
?most
?prominent

?are
?App
?Annie
?and
?MobileDevHQ
?

?

App
?Review
?Websites
?

?

?
?A
?high
?percentage
?of
?downloads
?for
?new
?apps
?occur
?a`er
?the
?app
has
?been
?reviewed
?by
?an
?app
?review
?website,
?or
?other
?earned
media
?outlets
?

? It’s
?important
?to
?reach
?out
?to
?these
?media
?outlets
?in
?order
?to
?drive
?
?
a
?burst
?of
?downloads
?at
?launch
?

?

In-?‐Built
?App
?Share
?Features
?

?
?
?Word
?of
?mouth
?is
?another
?important

?way
?new
?users
?can
??nd
?an
?app
?

? We
?should
?do
?everything
?in
?our
?power
?
?

?to
?make
?it
?easy
?for
?users
?to
?share
?the
?

? app,
?as
?well
?as
?the
?content
?within
?an
app
?

?
?
?It’s
?also
?important
?to
?make
?sharing
?the

?app
?itself
?dead
?simple,
?be
?with
?via
?

? SMS,
?Twiber,
?Facebook,
?email,
?etc
?

?
?
?The
?simpler
?we
?make
?sharing
?the
?app,

?the
?more
?users
?will
?engage
?in
?the
?

? process
?of
?sharing
?

?

User
?Ra0ng
?and
?Reviews
?

?

?
?
?Where
?an
?app
?ranks
?in
?Search
?Results,
?

? and
?to
?a
?certain
?extent
?Top
?Charts
?-?‐
?relies
on
?how
?many
?ra0ngs
?it
?has,
?and
?how
?high
those
?ra0ngs
?are
?

?
?
?
?It’s
?cri0cal
?for
?our
?app’s
?success
?to
?receive

?as
?many
?5
?star
?ra0ngs
?as
?possible
?

?
?The
?most
?simple
?way
?is
?to
?ask
?for
?ra0ngs
?
?

?from
?within
?the
?app,
?as
?users
?are

?engaging
?on
?it
?

?
?As
?example,
?the
?app
?Move
?the
?Box
?0ed
?
?

?virtual
?currency
?to
?ra0ng
?their
?app
?-?‐
?if
?a

?user
?runs
?out
?of
?tokens,
?they
?can
?rate
?the

?app
?to
?earn
?more!
?

?

Website
?and
?Engaging
?Video
?

?
?Any
?online
?ar0cle
?about
?our
?app
?is
?likely
?
?

?to
?link
?to
?two
?places
?-?‐
?our
?homepage
?&

?our
?app’s
?page
?in
?an
?app
?store
?

?
?Whenever
?a
?poten0al
?user
?searches
?
?
?

? Google
?for
?our
?app,
?they’ll
??nd
?both
?our
app’s
?detail
?page
?and
?our
?web
homepage
?

? -
?This
?makes
?building
?a
?great
?web

?landing
?page
?a
?necessary
?tool
?to
?

? convert
?web
?visitors
?into
?users
?

?
?
?
?Our
?app’s
?detail
?page
?in
?the
?app
?store
?is

?a
?very
?limited,
?non-?‐rich
?and
?non-?‐

?customized
?experience
?-?‐
?
?hence,
?our

?web
?page
?should
?be
?the
?opposite
?-?‐
?

? rich,
?enjoyable,
?and
?engaging
?-?‐
?using
?

?
video
?and
?images
?where
?possible
?

?

Click
?on
?Image
?to
?See
?Video
?

?

Paid
?Promo0on
?

?
?
?In-?‐Mobile
?Adver0sing
?

? -
?Using
?networks
?like
?Jumptap
?and
?TapJoy,
?we

?

?can
?promote
?our
?app
?to
?users
?while
?they’re
?on

?their
?mobile
?device
?

?
?Search
?Adver0sing
?

? -
?Buying
?relevant
?search
?keywords
?on
?search

?

?engines
?like
?Google,
?leading
?back
?to
?the
?app

?download
?homepage
?

?
?Social
?Media
?Adver0sing
?

? -
?Pay
?per
?click
?adver0sing,
?to
?a
?targeted
?

? demographic,
?geography,
?and
?with
?the
?ability
to
?serve
?broad
?and
?precise
?interest-?‐based
?ads
?

?

Your
?Feedback
?

?

9
?Key
?Mobile
?App
?Marke0ng
?Elements
?

?

iOL
?Digital
?Marke0ng
?Services
?

?
October
?18,
?2012
?

?

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9 Key Mobile App Marketing Elements

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9 Key Mobile App Marketing Elements