Webinar- How To Create A Killer Launch Plan For Your App


Presentation Description

The webinar on “How to Create A Killer Launch Plan for Your App” educate developers on the benefits of having a solid app launch plan before their app is ready to hit the stores. The session will cover a number of key points including the essentials of App Store Optimization (ASO), effective elements of pre- and post-launch marketing, strategies to promote your app to improve discoverability and boost your audience reach, the available channels for user acquisition, and the best practices to promote your app.


Presentation Transcript

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www.dotcominfoway.com Email : askdotcominfoway.com www.dotcominfoway.com Email : askdotcominfoway.com Webinar - How to Create a Killer Launch Plan for Y our App By Raja Manoharan Head – Mobile Marketing at Dot Com Infoway

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www.dotcominfoway.com Email : askdotcominfoway.com Dot Com Infoway Credentials DCI was established in 2000 Other Initiatives Headquartered at Chennai India Cash On Apps 100+ IT professionals across 3 offices in 2 cities in India

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www.dotcominfoway.com Email : askdotcominfoway.com Housekeeping Instructions • All phones are set to mute. If you have any questions please type them in the Chat window located beside the presentation panel. • We have already received several questions from the registrants which will be answered by the speakers during the Q A session. • We will continue to collect more questions during the session as we receive and will try to answer them during today’s session. • In case if you do not receive answers to your question today you will certainly receive answers via email shortly. • Thanks for your participation and enjoy the session

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www.dotcominfoway.com Email : askdotcominfoway.com Speaker Profile Having 9 years of hands-on Internet and mobile marketing experience Raja has helped in promoting 100s of mobile apps for app developers across the globe. His expertise lies in helping developers and clients understand the target market and in creating a holistic approach to app marketing right from the pre-launch buzz to user acquisition and engagement. He strongly believes in an integrated marketing communication model to achieve success in every single project he handles. Mr. Raja Manoharan Head – Mobile Marketing at Dot Com Infoway Email ID: rajadci.in

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www.dotcominfoway.com Email : askdotcominfoway.com How To Create A Killer launch plan For Your App Getting ready to launch a new app No matter how great it is in todays cluttered app stores it probably wont speak for itself. The success of an app will often depend on the approach to marketing. Unfortunately the vast majority of app developers have little to no experience or marketing or managing a marketing budget.

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www.dotcominfoway.com Email : askdotcominfoway.com Number of apps available in leading app stores as of July 2015 This statistic contains data on number of apps available for download in leading app stores as of July 2015. As of that oth adroid users were ale to hoose etwee 1.6 illio apps. Apple’s App store reaied the seod - largest app store with 1.5 million available apps.

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www.dotcominfoway.com Email : askdotcominfoway.com Source: ThinkwithGoogle.com Facts • An average App user has 36 Apps installed in their Smartphone. • 26 Smartphone Apps are used daily. • Gaming and Social are category Apps fall into daily used Apps • 68 daily used apps are from Social Communication • 33 are from media and communication • 75 users expect an App should be free • 46 Game related apps • 19 Retail store related • Price -82 • Description: 62 • Reviews: 60 • Rating: 60 • Free Trial: 43

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www.dotcominfoway.com Email : askdotcominfoway.com According to GigaOM the top 1.6 make over 500000 per month while 35 of iOS developers and 49 of Android developers make less than 100 per month. iOS App Store Google Playstore 21 of Apps on iOS are dead according to Tech Crunch on the 6th Anniversary of the Apple App Store According to a 2013 BBC report 60 of apps have never been downloaded even once Moz Research suggests out of 100 downloads only 4 users stick around for a while According to Fisku the average cost per app install is 1.28 and 1.78 for user retention. Current State Of App Stores

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www.dotcominfoway.com Email : askdotcominfoway.com Installs Monthly Retention Monthly Active Users Monthly Active Users Monthly Avg. Revenue/user Revenue The Math of App Business

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www.dotcominfoway.com Email : askdotcominfoway.com WHEN SHOULD YOU GET STARTED WITH THE MARKETING App Launch Marketing Plan Post Launch Tactics Early Launch Tactics Prelaunch Tactics

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www.dotcominfoway.com Email : askdotcominfoway.com Pre-Launch Marketing • Evaluate the App Concept itself • Evaluate the market • Research the competition • Identify Target Audiences • Create Messaging and Document Unique Differentiators • Create a crystal clear User journey

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www.dotcominfoway.com Email : askdotcominfoway.com Early Launch Marketing • Start promoting early • ASO • App Name - Keywords • App Icon- Description • Screenshots • Preview Video • Teasers/Pre-launch trials • Beta Testing/Expert reviews • Analytics Setup KPI Tracking • Press/Media Kit • Social Media and Other Accounts Setup • Building the Media list

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www.dotcominfoway.com Email : askdotcominfoway.com Post Launch Marketing • PR Activities Blogger Outreach • UA campaigns • Social Media Promotions • Viral Marketing • Re-marketing • User Engagement Customer Support • Contest Giveaways

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www.dotcominfoway.com Email : askdotcominfoway.com • Unique app positioning • Identify key journalists • Pre-launch app build for press • Distributing Press Releases • Niche Bloggers • Forum Marketing • Set up Interviews • YouTube Video Reviews PR Activities

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www.dotcominfoway.com Email : askdotcominfoway.com Best Practices for Organic Mobile Optimization and Experimentation ASO PR activities Social Media promotions constitutes the most important part of the organic app marketing. • Attribute and measure app installs • Identify campaigns and channels having the highest growth potential to acquire quality users. Eg : SMS Email Mobile Web and Social Media. • Optimize by designing experiments that focus on one aspect of the user lifecycle at a time such as activation retention or conversion. • Learn and Iterate

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www.dotcominfoway.com Email : askdotcominfoway.com App store optimization ASO is your best bet to gain low-cost app exposure resulting in boosted app downloads a higher number of quality users and increased revenue. ASO – Rightly Done General app store browsing is the most common way apps are discovered up to 53 actually. With that said you are up against over 1.5 million apps in both the Apple App Store and the Google Play Store. App store optimization ASO

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www.dotcominfoway.com Email : askdotcominfoway.com ASO Tools  Search Man  Sensor Tower  App Annie  MobiledevHQ  AppFigures  Mobile Action  AppCodes  MetricsCat  Straply • Ensure your keywords are in the title • Use keywords in your app store description • Appealing Preview Video and screenshots • Better icon design to improve CTR • Seek to get reviews naturally • Seek to get people sharing and linking to your app store listings

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www.dotcominfoway.com Email : askdotcominfoway.com Finding the right users is critical to whether an app lives or dies – Fail ad you’ll die. User acquisition is getting harder not easier Challenges in User Acquisition

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www.dotcominfoway.com Email : askdotcominfoway.com Visit the App Store page Decide to Download Open the App for the First Time Use the App on a Regular Basis User Acquisition Funnel Find out the App exists

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www.dotcominfoway.com Email : askdotcominfoway.com • Incentivized CPI • Non-Incentivized CPI • Mobile App Wall • App of the Day Promotions • Social Media Facebook Twitter Youtube Advertising • Search Marketing Google Adwords • Television Advertising • Celebrity Features Endorsements User Acquisition Channels

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www.dotcominfoway.com Email : askdotcominfoway.com  Does my app offer something valuable to share  Is it worth being shared  How will users be rewarded when they share  Why will users want to share  Why would they want their friends to share  How will my app motivate users to keep sharing over the long term Viral Marketing

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www.dotcominfoway.com Email : askdotcominfoway.com  Drive more conversions from existing customers  Leerage your poer users for upsells  Re-engage lapsed users Remarketing

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www.dotcominfoway.com Email : askdotcominfoway.com Think of social media as the modern form of word of outh arketig. People are talkig aout your rad o soial edia whether you’re listeig and engaging or not. Social Media for User Acquisition • Create targeted shareable content. • Use social media channels to build a fan base • Close the loop with the one click rule of sellig more apps • Reward users for connecting with your product • Embrace and encourage user-generated content

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www.dotcominfoway.com Email : askdotcominfoway.com ENGAGEMENT: This category covers metrics that will tell you what percentage of users stick with your app after Downloading  Retention  Drop off rates  Session length OUTCOMES: Outcomes are the areas where users convert in your app.  In-app purchases  App purchases  Goal conversions sign ups view a certain screen etc.  App monetization  Determining the LTV of the user ACQUISITION: This category covers all the metrics used to acquire users. Here are the most critical ones: Downloads New users Active Users Best Practices

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www.dotcominfoway.com Email : askdotcominfoway.com Source: Smartinsights.com

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www.dotcominfoway.com Email : askdotcominfoway.com Key Take Aways • Building the right app and building it right • Optimizing your app store page • Choosing the right promo campaigns • Building an online presence • Finding what makes users come back to the app • Brand building around an app • Increasing app visibility and downloads • Engaging people and generating interest

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www.dotcominfoway.com Email : askdotcominfoway.com www.dotcominfoway.com Contact Us Today Organiser: Mr.Karthikeyan Email ID: karthikeyan.vazhavandandci.in Presenter: Mr.Raja Manoharan Email ID: rajadci.in www.facebook.com/DotComInfoway www.twitter.com/dotcominfoway www.linkedin.com/company/dotcominfoway https://plus.google.com/+Dotcominfoway

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