This document provides an overview and summary of app marketing strategies. It begins with discussing changes in iOS 6 related to app discovery and tracking. It then covers app marketing basics, empowering users to promote apps, using social media, creating app landing pages, collecting data for optimization, and guerilla marketing tactics. Specific strategies proposed include using Facebook pages and contests, empowering top users, monitoring competitors, optimizing for best performing channels, and defining target demographics for unconventional marketing stunts. The document aims to educate on various approaches for getting apps discovered and promoted.

1. How to Get Your App
Discovered
And other random awesome marketing ideas…

2. About me
• Joined InMobi in July, 2012
• Acquisition of AppGalleries
• Previously at Facebook
• Co-founded Ping.fm
• Designer / Front-end Eng at CBS
Interactive

3. ‣ Changes in iOS 6
‣ App Marketing Basics
‣ Empowering your users
Agenda ‣ Social Media
‣ App Landing Pages
‣ One-to-many
‣ Data, Data, Data
‣ Guerilla Marketing
‣ Q&A

4. What’s new in iOS 6
Photo credit: Flickr/Sami

5. App Store Changes
‣ No more “New Releases” section
‣ Horizontal scrolling throughout
‣ Only 4 apps per row (less to skim)
‣ Only highest downloaded or grossing
‣ Search results in card format
‣ More algorithmically generated discovery
‣ Facebook Like button (tell people to Like
your app when having a sale)

6. advertisingIdentifier (IFA)
‣ IFA is a UDID replacement
‣ Anonymous but unique to the device
‣ Advertisers will be required to use it
‣ Not available in browser
‣ Reset with “Erase all Content &
Settings”

7. advertisingTrackingEnabled (ATE)
‣ Allows users to opt-out of targeting
based in IFA
‣ All advertisers will be required to use
both IFA and ATE
But IFA can still be used for:
‣ Conversion tracking
‣ Frequency capping
‣ Debugging, metrics, or analytics

8. identifierForVendor (IFV)
‣ Unique identifier for vendors
‣ Vendor and device specific
‣ Erased when last app by the
vendor is deleted from the
device

9. Passbook and Passes
‣ Boarding passes (airlines)
‣ Redemption cards
‣ Loyalty cards
‣ Dynamic data, updates automatically
‣ Pass is a simple .pkpass file (ZIP
compressed with JSON data)
‣ Potential for CPA/CPC campaigns here

11. App Marketing Basics
Photo credit: Flickr/vinodmurali

12. We Should Know the Basics
‣ Icons and screenshots are very important
‣ No text in icons
‣ Best screenshots first (most relevant)
‣ Description and What’s New
‣ App title and keywords
‣ Ratings and reviews
‣ App-a-Day sites
‣ Review sites & Promo-codes
‣ Friends and family emails

13. Empower Your Users
Photo credit: Flickr/seanmcgrath

14. Empower Your Users
‣ Turn users into advocates
‣ Give them badges and widgets they can post to
Facebook and Twitter
‣ Use notifications to solicit feedback from users
‣ Use notifications to solicit sharing from your top users
‣ Send top users schwag and stickers (street team)
‣ Give the user special items or currency when they
invite users
‣ Encourage users to create Facebook Groups

15. Social Media
Photo credit: Flickr/Poster Boy NYC

16. Social Media Marketing Ideas
‣ Facebook
‣ Create a Fan Page (not a user account)
‣ Ask your users to Like your Fan Page in-app
‣ Post twice per day. End posts as questions.
‣ Consider running contests and sweepstakes on Page
‣ Appbistro.com
‣ Create an Page app called “Download App”
‣ User StaticHTML app to build a basic page that links
to App Store along with a QR code

17. Social Media Marketing Ideas (continued)
‣ Twitter
‣ Twitter contests (re-tweet for free download) for
promo-codes
‣ Create a #hashcode for your app. Encourage users to
tweet with it.
‣ Monitor Twitter for advocates and complaints. Be
responsive.
‣ Monitor competing apps and be quick to respond when
users have a bad experience
‣ Communicate with your target users. Have open
conversations.

18. App Landing Pages

19. App Landing Pages
‣ Very important! A lot of discovery happens on desktop!
‣ Mobile friendly - large imagery UI
‣ Desktop users
‣ Large CTA
‣ SMS or QR is best for tracking (Twilio!)
‣ Link to App Store or Play not as prominent (hard to
track and lower conversion rate)
‣ Mobile users
‣ Well designed – realism with high polish
‣ Smart App Banner for iOS

21. Smart App Banner
‣ Highly recommend when
marketing, you link to a
landing page with a Smart
App Banner
‣ Tracking: you can send
values to your app on first
load. Allowing you to track
where you are getting
installs from.
http://david-smith.org/blog/2012/09/20/implementing-smart-app-banners/

22. Smart App Banner
‣ Track all the way 80,000
70,000
down to install 60,000
50,000
40,000
30,000 Pageviews
20,000
Clicks
10,000
0 Installs

23. Data, Data, Data
Photo credit: Flickr/blprnt_van

24. Track and Optimize
‣ Know where your loyal users are coming from with Smart App
Banners and Google Analytics for Android
‣ Optimize for those channels
‣ Tag campaigns to track effectiveness (use bit.ly links for
reach campaign)
‣ Google Analytics on Landing Page
‣ Optimizely.com for drag and drop A/B tests

25. Dashboard
Leftronic.com – Build your own dashboard

26. Guerilla Marketing
Photo credit: Flickr/Si1very

27. Guerilla Marketing
‣ Define your target market
(demographics, region, socioeconomic level, etc.)
‣ Research events, conferences, public gatherings
‣ Build for virality. Guerilla is all about the post-event PR.
‣ Make sure you spend equal if not more time recording (photo
& video) the event and editing the video than actually
planning. Most people won’t see the campaign in-person.
Make the photos and video memorable.
‣ Think completely out of the box

28. Tripl – Fake Parking Tickets
http://venturebeat.com/2012/08/22/tripl-genius-guerilla-marketing-y-combinator/

29. Nutricia – Pregnancy suites
http://www.trendhunter.com/trends/nutricia-baby-connection-app

30. Uber – Pedicabs at SXSW
http://adam-jackson.net/blog/2011/03/15/photo-post-austin-texas-sxsw-2011/

31. Fiverr.com – Cheap marketing stunts
fiverr.com

32. WePay – Block of ice at Paypal conference
http://techcrunch.com/2010/10/26/wepay-ice-paypal/

33. Zynga – Zombies and popsicles
http://venturebeat.com/2012/05/24/zynga-zombie-horde/#s:zombie-swipeout-instagib

34. Open Forum. Q&A.

35. Thank You!
Ryan Merket, InMobi
ryan@inmobi.com
http://inmobi.com