ITP 140 Mobile Technologies. Marketing

Transcription

1 ITP 140 Mobile Technologies Marketing

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3 Outbound Marketing Buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, marketing, telemarketing, and traditional advertising 3

4 Inbound Marketing Inbound marketing Advertising through blogs, podcasts, video, ebooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing Earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content David Meerman Scott recommends that marketers "earn their way in" 3 phases: Get found, Convert, and Analyze 4

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6 Inbound Marketing Strategies Inbound marketing on the web has matured and grown a lot over the past several years We can learn a lot from our past and apply it to our future (i.e. we can take what we know and apply it to mobile marketing) Three simple inbound marketing strategies 1. Be social 2. Tell your own story 3. Court your audience of fans from day one 6

7 Be Social When it comes to mobile, social is just what we do as humans This means that social is a perfect venue for conversations about your mobile app's offerings Twitter example Nike mobile app Proactively shared their content and the app with likely consumers who were sharing their athletic activities on Twitter They received as many downloads from their social experiment as they did through their largest paid channel High ROI (return on investment) 7

8 Facebook Connecting with Facebook drives a massive increase in revenue and engagement from users Be Social 8

9 Tell Your Own Story Getting discovered by a large audience of interested customers can be as simple as: Selecting the right name Investing in a compelling and memorable icon Experimenting with categories and keywords, and Testing and optimizing your app s description (social proof in the description itself works wonders 9

10 Court Your Audience of Fans Have your customers tell great stories about you Consumer studies continue to show that recommendations from the people we know are trusted the most for the average consumer Word of mouth, in the real world, is a major inbound channel for mobile which every app developer can influence in a meaningful way 10

11 Court Your Audience 11

12 Truthful Advertising Tell the truth about what your app can do Once you start distributing your app, you become an advertiser Under the law, an ad is pretty much anything a company tells a prospective buyer or user expressly or by implication about what a product can do False or misleading claims, as well as the omission of certain important information, can tick off users and land you in legal hot water Look at your product and your advertising from the perspective of average users, not just software engineers or app experts If you make objective claims about your app, you need solid proof to back them up before you start selling. The law calls that competent and reliable evidence. Disclose key information clearly and conspicuously 12

13 Marketing Plan If you have a website, have a clear call-to-action to download the app Use your existing assets like your Twitter account, list, or Facebook page App stores are the primary method of app discovery Have a great app title, use appropriate keywords and descriptions, and have screenshots Tools for improving your App Store Optimization (ASO) MobileDevHQ SearchMan Appnique Encourage happy customers to leave reviews 13

14 Marketing Design Services Graphic designs for your various mobile marketing needs QR Codes Homepage banner, Splash page App flyers, walk-through, etc. 14

15 Mobile Marketing Best practices for mobile app marketing Relevant channels to use: social media, website, offline, print Developing your value proposition Effective messaging tactics Analytics for your app Local events/campaigns Media promotions 15

16 Get Users to Return to Your App Remember that 90% of the people who download your app are gone within 6 months Design around a consistent and recurring use case This requires that you truly understand what customers want from your mobile app, why they use it, how they use it, and when they use it If you don t know the answers to these questions, you need to invest in research with your customer base, either through focus groups or within the app using real-time in-app surveys Create engagement mechanisms and remind them of your app's presence on their device Use exclusive content or benefits for your customers (discounts, rewards, content packs, etc.) available only through the mobile app Updates serve as reminders that catch your customers attention 16

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19 Privacy Build privacy considerations in from the start Be transparent about your data practices Offer choices that are easy to find and easy to use Honor your privacy promises Protect kids' privacy Collect sensitive information only with consent Keep user data secure 19

20 Privacy Policies Privacy Policies are not all alike Recently social app Path was fined $800K from two lethal mistakes made by the app: Storing third-party names and numbers from their users address books, without proper disclosure Failing to comply with the provisions of COPPA, a law that applies to every app that knowingly collects information from children FTC Mobile Privacy Disclosures document /02/130201mobileprivacyreport.pdf 20

21 Resources Privacy Policies

22 Resources marketing-your-mobile-app 22