How to Create a Marketing Plan for a Mobile App Launch

Views:
 
     
 

Presentation Description

There are over a million apps each on the Google Play Store and the Apple Store, so the environment for launching the next great app is more competitive than ever. Because of this, planning out a launch is more important, arguably, than almost anything else besides app development itself. The key to a successful app launch is adoption, and that means knowing how to retain and engage the clients that marketing efforts help create.

Comments

By: 2016mothersday (22 month(s) ago)

nice

Presentation Transcript

slide 1:

WHI T E P APE R ON L ea r n mor e a t ht t p: / / www. dot c omi nf owa y . c om Copy r i ght © 2000 - 2016 Dot Com I nf owa y HOW T O CREATE A MARKETI NG PLAN FOR A MOBI LE APP LAUNCH

slide 2:

Page 2 L ea r n mor e a t ht t p: / / www. dot c omi nf owa y . c om Copy r i ght © 2000 - 2016 Dot Com I nf owa y 2. E NGAGE E ARL Y T O CRE AT E A S UCCE S S F UL F E E DBACK L OOP . Onc e i nt er es t ha s been es t a bl i s hed a nd c us t omer s i nv ol v ed t he ne x t s t ep i s t o e x t er na l l y c ont i nue ma r k et i ng t he a pp whi l e i nt er na l l y pa y i ng a t t en- t i on t o wha t c us t omer s a r e s a y i ng a bout i t . T her e a r e a number of di ffer ent bet a t es t i ng oppor t uni t i es a nd a ppl i c a t i ons a v a i l a bl e whi c h c a n t hen be us ed t o c r ea t e bet a t es t er c ommuni t i es wi t h a s l i t t l e a s a n ema i l l i s t . By c r ea t i ng a ba s e of ea r l y a dopt er s pr i med f or bet a t es t i ng t he a pp ha s i t s r s t e x per i ment a l ba s e t ha t c a n be us ed t o per f ec t t he a pp when i t i s na l l y r ea dy f or r el ea s e i nt o t he wi l d. At t hi s poi nt i s i t i s c ons i der ed a s ma r t pr a c t i c e t o enga ge bet a us er s t o ens ur e t ha t t her e a r e no une x pec t ed pr obl ems wi t h t he a pp bef or e f or ma l l a unc h. Obv i ous bugs c a n be x ed a t t hi s poi nt t hough t her e ma y be s ome us er l os s a s wel l t o hel p ma k e f or a n a pp t ha t i s v er y pol i s hed by t he t i me i t i s r el ea s ed. B Bes i des l i s t eni ng t o c us t omer c onc er ns i t i s a good i dea t o i nc ent i v i z e bot h us e of t he a pp a nd s pr ea di ng i nt er es t i n i t . Doi ng s o bui l ds a mor e e x c i t - ed ba s e a nd a l l ows e x i s t i ng us er s t o k now t ha t good t hi ngs a r e ha ppeni ng wi t h t he a pp a nd t ha t ea r l y a dopt i on ha s i t s benet s . Good e x a mpl es a r e a pps t ha t gi v e us er s benet s f or l i k i ng t hem on s oc i a l medi a a s i mpl e “ l i k e ” but t on does n’ t wor k a ny mor e whi c h gi v es t he end us er t he s a t i s f a c - t i on of k nowi ng t hey get a r ewa r d f or c ont i nui ng us e of t he a pp a nd e x pr es s i ng t ha t s a t i s f a c t i on publ i c l y . 3. DON’ T F ORGET T RADI T I ONAL MARKET I NG CHANNE L S S UCH AS E MAI L . Whi l e f oc us i ng s ol el y on t he us er ba s e i s i mpor t a nt i t ’ s j us t a s i mpor t a nt not t o negl ec t c ha nnel s s uc h a s ema i l i n dea l i ng wi t h new a c qui s i t i ons a nd bet a t es t er s . E ma i l f or e x a mpl e hel ps pr epa r e c l i ent s f or a n a pp l a unc h i n a number of wa y s . - E ma i l s c a n be s pr ea d. E ma i l s r ema i n one of t he mos t s t r a i ght f or wa r d wa y s t o get i nf or ma t i on out t o ot her s a nd t hi s i s ev en t r ue wi t h a pp upda t es . - E ma i l s a r e v er y t r a c k a bl e: wi t h ema i l r epor t i ng pr ogr a ms a nd met r i c s s uc h a s bounc e r a t e ma r k et er s c a n get a v er y good i dea of wha t wor k s a nd wha t does n’ t wi t h a n a pp wel l i n a dv a nc e of i t s r el ea s e . - E ma i l s c a n c ont a i n a s muc h or a s l i t t l e i nf or ma t i on a s a dev el oper wa nt s . Whet her t o s t a y i n t ouc h wi t h a c l i ent ba s e or t o gi v e a det a i l ed upda t e on a n a pp’ s pr ogr es s dev el oper ema i l s hel p peopl e s t a y i n t he l oop when i t c omes t o a n a pp’ s mov ement t owa r ds i t s r el ea s e . A Any t r a di t i ona l c ha nnel s s uc h a s ema i l or ev en pa i d ma r k et i ng effor t s wi l l ha v e a c os t / benet r a t i o t o t hem t ha t wi l l i nc r ea s i ngl y dec l i ne i n us e . T hi s mus t be bor ne i n mi nd wi t h ev er y ma r k et i ng effor t - - a c qui s i t i on of new c l i ent s mus t ha v e a t a ngi bl e benet a nd s o ul t i ma t el y ev en non- bet a t es - t er s s houl d be enc our a ged i n t ha t di r ec t i on dependi ng on when t he a pp i s bei ng r el ea s ed a s wel l a s t he ov er a l l r es pons e bef or e l a unc h. T her e a r e ov er a mi l l i on a pps ea c h on t he Googl e Pl a y S t or e a nd t he Appl e S t or e s o t he env i r onment f or l a unc hi ng t he ne x t gr ea t a pp i s mor e c om- pet i t i v e t ha n ev er . Bec a us e of t hi s pl a nni ng out a l a unc h i s mor e i mpor t a nt a r gua bl y t ha n a l mos t a ny t hi ng el s e bes i des a pp dev el opment i t s el f . T he k ey t o a s uc c es s f ul a pp l a unc h i s a dopt i on a nd t ha t mea ns k nowi ng how t o r et a i n a nd enga ge t he c l i ent s t ha t ma r k et i ng effor t s hel p c r ea t e . Wi t h t ha t s a i d c r ea t i ng a ma r k et i ng pl a n f or a pa r t i c ul a r mobi l e a pp c a n be br ok en down i nt o v e ba s i c s t eps ev en t hough ea c h of t hos e s t eps i s i t s el f r a t her i nv ol v ed. Howev er by f ol l owi ng s t r a i ght f or wa r d gui del i nes a nd t a i l or i ng t hem t o y our s pec ic s i t ua t i on dev el oper s c a n c r ea t e a ma r k et - i ng l a unc h f or y our a pp whi c h wi l l hel p ens ur e bet t er us er a c qui s i t i on a nd r et ent i on r a t es t ha n s i mpl y “ put t i ng i t up” . 1. MARKET I NG BE GI NS WI T H APP DEVE L OPME NT . M Ma ny a pp dev el oper s of t en dev el op r s t a dv er t i s e l a t er . T hi s i s a pr et t y poor s t r a t egy a nd i s pa r t of t he r ea s on t ha t s o ma ny a pps ha v e poor a dop- t i on a nd r et ent i on r a t es i n t he Googl e App S t or e f or e x a mpl e t he a v er a ge dea t h s pi r a l f or a n a pp f r om a pp s t or e pl a c ement t o a nega t i v e us er a c qui - s i t i on r a t e us ua l l y hov er s a r ound a week . T o c ount er a c t t hi s i t i s i mpor t a nt t ha t ma r k et i ng a n a pp begi ns ea r l y i n t he dev el opment pha s e . By c r ea t i ng buz z a r ound t he a pp r s t dev el oper s c a n begi n t o c ol l ec t a da t a ba s e of us er s who wi l l be pr i med f or t he a pp ea r l y on “ ea r l y a dopt er s ” . I nv i t i ng ea r l y i nt er es t a r ound a n a pp ha s a s ec ond a dv a nt a ge i n t ha t i t a l s o c r ea t es a nes t of bet a us er s out s i de t he dev el opment gr oup a nd mor e s pec ic a l l y one t ha t i s a c t ua l l y c l os er t o t he us er ba s e t ha t a dev el oper i s a i mi ng f or . One wa y t o k now wha t k i nd of ma r k et i s a t pl a y her e i s t o t a k e s ome t i me out f or ma r k et r es ea r c h a nd det er mi ne t he mos t s uc c es s f ul pl a y er s i n a ba s i c ni c he . L ook a t wha t c ompet i t or s do c or r ec t l y a nd t a k e s ome t i me t o r ea d bot h pos i t i v e a nd nega t i v e us er f eedba c k i n t hei r r es pec t i v e c omment s . By doi ng ba s i c ma r k et r es ea r c h dev el oper s c a n pr epa r e t hem- s el s el v es t o di ffer ent i a t e wi t hi n a s pec ic ma r k et ni c he a nd bui l d i nt er es t i n wha t ma k es a s pec ic a pp di ffer ent bef or e i t i s ev en r el ea s ed. By not doi ng t hi s dev el oper s r un t he r i s k of not s uc c es s f ul l y di ffer ent i a t i ng t hems el v es . F i na l l y i t ’ s i mpor t a nt t o t a k e t o a s ma ny c ha nnel s a s pos s i bl e wher e i nt er es t i n a s pec ic a pp mi ght nd ov er l a p a nd c r ea t e enga gement t o begi n bui l di ng a t es t er c ommuni t y .

slide 3:

Page 3 L ea r n mor e a t ht t p: / / www. dot c omi nf owa y . c om Copy r i ght © 2000 - 2016 Dot Com I nf owa y 4. T HE APP I S T HE EVE NT . I n t he end i t i s t he f or ma l r el ea s e of a n a pp t ha t wi l l ma k e a l l t he di ffer enc e i n how i t get s a dopt ed by t he ma s s es . T hi s i s a l s o wher e a dev el oper c a n unl ea s h a n a r my of dev ot ed bet a t es t er s who l ov e t he a pp upon t he wor l d. Done c or r ec t l y t he f or ma l r el ea s e wi l l r ev ea l t o t he mobi l e c ommuni t y wha t a s el ec t gr oup of us er s ha v e a l r ea dy k nown l ov ed a nd hel ped bui l d. I n s hor t t he a pp i s t he l a s t s t ep t o a ny i ni t i a l ma r k et i ng effor t . T T he unt es t ed us er ma r k et a t a pp l a unc h i s v er y di ffer ent f r om t he us er ma r k et when t her e i s a pr e- l a unc h c ommuni t y . T hos e enga ged us er s wi l l bec ome t he r s t offic i a l downl oa der s of t he new a pp whet her pa i d or f r ee a nd t her ef or e wi l l bec ome t he ba s e of a dev el oper ’ s i ni t i a l downl oa d c ommuni t y . Bec a us e t hey ha v e a l r ea dy t es t ed t he a pp us ed i t c omment ed on i t a nd mor e t ha t s ens e of i nv es t ment wi l l t r a ns l a t e i nt o mor e l oy a l us er s . Af t er t ha t t he a pp ha s a ba s e of publ i c us er s who c a n a l s o pr ov i de f eedba c k a nd dev el op i nt er es t a mong us er s who ha v e nev er hea r d of t he a pp bef or e . B By pr e- s hi f t i ng t he l a unc h ev ent t o one wi t h us er s a l r ea dy pr epa r ed i nt er es t ed i n a nd enga ged wi t h a n a pp dev el oper s ha v e a pr edi c t i v e model t ha t t hey c a n us e f or pr edi c t i ng us er c ommuni t y gr owt h a s wel l a s c us t omer l i f et i me v a l ue CL TV . T hi s c a n hel p dev el oper s det er mi ne how t hei r a pp s t a c k s up a ga i ns t ot her s i n t he r es pec t i v e a pp s t or es : i f t he pr e- l a unc h f ol l owed t he s t eps a bov e t he f eedba c k l oop wi l l be det er mi na t e i n s howi ng t he a dv a nt a ge of one pa r t i c ul a r a pp ov er ot her s i n t he s a me ni c he . 5. F OL L OW UP : KE E P E NGAGE D T HROUGH F E E DBACK AND US E T OOL S L I KE PUS H NOT I F I CAT I ONS WI S E L Y . F F i na l l y i t i s of t he ut mos t i mpor t a nc e onc e a n a pp i s dev el oped t o not a l i ena t e us er s . T her e a r e a f ew wa y s t ha t t hi s c a n ha ppen but t he t wo mos t c ommon wa y s a r e f a i l i ng t o f ol l ow t hr ough wi t h f eedba c k a nd ov er us e of c ont a c t t ool s s uc h a s pus h not ic a t i ons . F F eedba c k i s a n i mpor t a nt pa r t of c ommuni t y a c qui s i t i on a nd r et ent i on a s wel l a s a wa y t o det er mi ne wher e a n a pp mi ght be l a c k i ng. Whi l e i t i s i mpos s i bl e t o c r ea t e a n a pp t ha t ma k es ev er y one ha ppy i t i s pos s i bl e t o ma k e a c ha nge when not i c i ng t ha t t her e a r e pot ent i a l l y pr obl ema t i c c ommon t hr ea ds . I n t hi s c a s e wher e pos s i bl e i t i s bes t t o r es pond t o t he c l i ent s o t ha t t hey don’ t f eel l ef t out a nd t a k e not e of t hei r c onc er n. Obv i - ous l y not ev er y c ha nge c a n be ma de t o a n a pp i mmedi a t el y but a f ew c ompl a i nt s a bout t he s a me t hi ng mi ght mea n t ha t t her e a r e ot her c l i ent s who a r e uni nt er es t ed i n c ompl a i ni ng- - a nd wi l l j us t uni ns t a l l t he a pp f r om t hei r dev i c e . E i t her wa y not r es pondi ng i s a l os t us er . On On t he ot her ha nd t her e i s s uc h t hi ng a s t oo muc h enga gement pa r t i c ul a r l y i f i t i s uns ol i c i t ed. Not hi ng i s wor s e t ha n l os i ng a c l i ent s ol el y bec a us e a dev el oper ha d t o not i f y c us t omer s of ev er y s i ngl e upgr a de a s muc h a s da i l y i n s ome c a s es . And y et t hi s i s t he i p s i de of enga gement i t i s i mpor t - a nt t o a ddr es s c l i ent s who ha v e a c onc er n a nd i t i s a l s o s ma r t t o l et c l i ent s who ha v e f or got t en a n a pp k now a bout new f ea t ur es one of ma ny s ma r t us es of pus h not ier s but c ons t a nt not ic a t i ons wi l l ev ent ua l l y t ur n us er s off t o t he pr oduc t . I t i s bet t er t o enga ge c l i ent s who a r e pl ea s ed wi t h a p pr oduc t s pa r i ngl y whi l e ens ur i ng t ha t t hey k now t hey c a n r ea c h s omeone when pos s i bl e . Cha nc es a r e t ha t i f dev el oper s l ea v e t hei r i nf or ma t i on f or t hei r c us t omer s c us t omer s wi t h c onc er ns wi l l r ea c h out t o t hem when nec es s a r y .

slide 4:

ABOUT DOT COM I NF OWAY Dot Com I nf owa y DCI i s a pr emi er I T c ompa ny l oc a t ed i n I ndi a pr ov i di ng offs hor e I T out s our c i ng s ol ut i ons t o bus i nes s es a c r os s t he gl obe . DCI pr o- v i des ent er pr i s e s ol ut i ons t ha t i nc l ude s of t wa r e s ol ut i ons web s ol ut i ons mobi l e a ppl i c a t i on s ol ut i ons I nt er net ma r k et i ng a nd a whol e ga mut of I T s ol ut i ons a nd pr oduc t s t o c l i ent s . L ev er a gi ng t he i nna t e offs hor e v a l ue a d- v a nt a ge of our dev el opment c ent er s i n I ndi a we pr ov i de c us t omi z ed s c a l - a bl e a nd c os t effec t i v e s ol ut i ons t o bus i nes s es . Ba nk i ng on our r i c h a nd v er s a t i l e i ndus t r y i nt el l i genc e a nd e x per i enc e we pr ov i de s ol ut i ons t ha t s t r ea ml i ne bus i nes s pr oc es s es a nd ga l v a ni z e ent er - pr i s e pr oduc t i v i t y . Wi t h wel l - s t r uc t ur ed dev el opment met hodol ogi es Gl oba l Del i v er y Model a nd r i gi d QA s y s t ems we del i v er bus i nes s - c r i t i c a l s ol ut i ons on- t i me wi t hi n budget s a nd wi t hi n des i r ed l ev el s of per f or - ma nc e F or mor e i nf or ma t i on pl ea s e c ont a c t a s k dot c omi nf owa y . c om Page 4 L ea r n mor e a t ht t p: / / www. dot c omi nf owa y . c om Copy r i ght © 2000 - 2016 Dot Com I nf owa y

authorStream Live Help