App marketing, PR and business model

Optimisez vos stratégies web |Double-check your web strategies
App marketing, PR, best
practices and business
model
(extract from a confidential report for
www.csircorp.com )
Michelle Blanc,
M.Sc. commerce électronique

© Tous droits réservés – Analyweb Inc. 2008
table of contents
App key path of success
App (and/or) Mobile Web
Pre-Launch mkt & PR
Press release
Media
Events
App stores and ASO
Naming the app
App Icon & USP
2

table of contents
App best practices, strategies, tools
Business model insights
App revenus
Legal, success and failure essentials
3

App (and/or) Mobile Web
4

© Tous droits réservés – Analyweb Inc. 2008 5
Source:https://blog.kissmetrics.com/5-myths-about-aso/

Source:http://avc.com/2015/09/mobile-web-is-top-of-funnel-mobile-app-is-bottom-of-funnel/

Mobile web vs. app traffic for
top 50 mobile properties
8
Source:http://venturebeat.com/2015/09/25/wait-what-mobile-browser-traffic-is-2x-bigger-than-app-traffic-and-growing-
faster/

Source:http://qz.com/253618/most-smartphone-users-download-zero-apps-per-
month/#int/words=dinner_supper&smoothing=3

Source:http://www.mdgadvertising.com/blog/wp-content/uploads/2013/06/should-you-build-a-mobile-app-or-mobile-
website.png

Source:https://blog.kissmetrics.com/surprising-mobile-ecommerce/

Morgan Stanley says that mobile browser
audiences are two times larger than app
audiences across the top 50 mobile
properties and have grown at a slightly faster
rate over the past three years.
12
Source:http://www.wired.com/2016/04/wait-web-isnt-really-dead-google-made-sure/

Hybrid HTML5 Gains
Momentum
While some developers will always prefer
native mobile apps, hybrid HTML5 application
development will continue to gain momentum
in the enterprise and with consumer apps, said
Fima Katz, CEO and founder of Appery,
makers of the Appery.io mobile application
development platform. "Hybrid HTML5 will
become the most obvious choice for most
enterprise use cases in 2016," he predicted.
13
Source:http://www.enterpriseappstoday.com/management-software/10-mobile-app-trends-for-2016.html

The language of apps
14
Source:http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/

Pre-Launch mkt & PR
15

The 7 Keys to an Effective Pre-
Launch Mobile App Marketing
Strategy
Start marketing your app long before its
launch date.
Engage potential customers, users, and other
interested people early and often.
Do not underestimate the importance of
email in engaging “normal” users.
Get early customer input on key features; let
users stake a claim in the creation of the app.
16
Source:http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch

Publish sneak peaks to generate excitement
around your app.
Use beta testers and influencers to help with
word-of-mouth marketing.
Get your press kit and launch materials in
order before you submit your app for review.
17
The 7 Keys to an Effective Pre-
Launch Mobile App Marketing
Strategy
Source:http://savvyapps.com/blog/mobile-app-marketing-strategies-pre-launch

Mobile App PR Tips
Target early adopters
Craft story angles for key audiences
Build a strong online presence
Consider App Store optimization
18
Source:http://www.walkersands.com/How-Mobile-App-Pr-Leads-To-A-Successful-Launch

Creative Ways to Promote
Your App
Build a microsite, then a teaser website, then
add a blog
Share content with Facebook, Twitter, G+,
linkedIn
Create a product video
 Get press (Write personnally to journalists)
Pitch to app review websites
( 148apps, AppStoreApps and AppAdvice )
19
Source:https://www.entrepreneur.com/article/229305

Your App
Contact bloggers who would care
 Apply for awards (Kiip Build Fund or The
Mobileys)
Always be collecting emails
Create a six-second how-to series (The
hashtag #howto is one of the top trending
tags on Vine.)
Make good use of App Store Optimization
20

Integrate social within the app
Implementing smart apps banner (ref:
https://david-smith.org/blog/2012/09/20/implementing-smart-app-
banners/ )
21
Your App
Source:https://www.entrepreneur.com/article/229305andhttps://david-smith.org/blog/2012/09/20/implementing-smart-
app-banners/

Source:http://www.outbrain.com/blog/7-detailed-steps-for-marketing-your-mobile-app-launch-with-content

How to Write a Press Release
For Your App
23
Source:http://www.apptamin.com/blog/write-press-release-app-launch/

A. App Icon and app name / Company
B. Subject line
C. Summary line
D. Introduction
E. Screenshots
F. Description
24
For Your App

For Your App
G. Pricing, availability and coming up
H. Website URL and info
I. About your company
J. End of the press release
K. Media contact information
25

APP REVIEW SITES FOR MOBILE INDIE
DEVS! https://www.sellmyapp.com/how-to-
create-an-app/list2.php#
 The Holy Grail List of App Review Sites
(100+ and Counting)
http://www.appbattleground.com/2013/10/26
/best-app-review-sites/
26
Media to focus on

Events Lists
 AppBatleground app review sites Spreadsheet
 https://docs.google.com/spreadsheets/d/1eBqBSTl_R0kpFMzYmwT54ZQYGvEHEoGTPzSuO69iUWQ/edit
 Top Mobile App Conferences and Events To Go
To In 2017
 http://www.businessofapps.com/top-mobile-app-conferences-events-2017/?utm_source=Business+of+Apps&utm_campaign=c411acd197-BOA+Newsletter+-
+12th+January&utm_medium=email&utm_term=0_1857f86fb4-c411acd197-202535433
 CIO guide to top tech conferences
 http://www.cio.com/article/2976667/it-skills-training/your-guide-to-top-tech-conferences.html
 2017 TECH CONFERENCES: THE #1 TECH
EVENTS GUIDE
 http://blog.bizzabo.com/technology-events
 What are the major technology events in a given
year?
 https://www.quora.com/What-are-the-major-technology-events-in-a-given-year
 TechMeme http://www.techmeme.com/events 27

Crunchbase
Major database including companies, people,
investors, funding rounds, acquisitions and
events relating to tech, VC and start-up
industries. A must see and have
https://www.crunchbase.com/#/home/index
$348/yr/user
28

App stores and ASO
29

The best performing app store
30
Source:https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf

The most lucrative app store
(for now)
Source:https://barbanouille.files.wordpress.com/2016/02/app-annie-02-2016-forecast-en.pdf

Source:http://www.apptamin.com/blog/ios-6-app-store-optimization/

What are the mechanics of ASO
(App Store Optimization)?
Main Factors
Title
Keywords
Secondary Factors
Total # of Download
Ratings and Reviews
33
Source:https://blog.kissmetrics.com/app-store-optimization/

The App Store Factors Users
Really Care About
34
Source:https://www.tune.com/blog/mobile-report-the-app-store-factors-your-users-really-care-about/

Naming the app
35

Naming the app
36
Source:https://blog.appbot.co/tips-for-naming-your-mobile-app-or-game/

Naming the app

The top 50 words were:
“free, pro, tracker, weather, music, photo,
video, mobile, news, iphone, calculator, gps,
guide, manager, player, instagram, editor,
best, edition, live, new, map, text, radio,
maker, daily, videos, camera, bible, hd,
voice, game, photos, get, plus, phone, emoji,
maps, scanner, english, dictionary, games,
google, keyboard, calendar, baby, sleep,
audio, reader, world”
39

Choose a name that is 2-6 words long.
Be descriptive and include your main
keyword / category (photo, music, video,
news etc)
Consider using a – to seperate your name
and pitch.
If you have a longer name consider how it
will wrap on different devices.
40
Naming the app

Clear – Tasks, Reminders & To-Do Lists
Shazam – Discover music, artists, videos &
lyrics
Waze – GPS, Maps & Social Traffic
41
Naming the app, example

App Icon & USP
42

App Icon
When your app shows up in the search
results, an attractive icon plays a big role in
attracting the user to download your app.
Mobile app Trainz Driver sold 20 times as
many units after an icon change.
Use the Icon Gallery as a reference
http://iosicongallery.com/
43

Unique Selling Proposition
Your USP is a short statement (1-2
sentences) that tells customers why your app
is so special.
“A USP is not merely a slogan — it is your
company’s DNA and reason for being. If you
cannot summarize exactly what sets you
apart in one or two sentences, you are not
unique enough within your marketplace.” –
Perry Marshall, Marketing Consultant
44
Source:http://www.buzinga.com.au/buzz/1-page-business-plan-for-app-startups/

App best practices, strategies,
tools
45

Source:https://www.forrester.com/report/Vendor+Landscape+Mobile+Analytics+Vendors+You+Should+Know/-/E-
RES129741

RES129741

App Marketing, stats and
keywords tools
https://www.tune.com
https://www.appannie.com/
http://www.appcodes.com/
https://searchman.com/
https://www.appnique.com/
http://www.gummicube.com/
https://appradar.com/
50

Curated Directory of Tools &
Resources on App Marketing
and Mobile Growth
http://appmarketingstack.com/
51

In-app analytics
https://developer.yahoo.com/analytics/
https://www.google.com/analytics/mobile/
https://www.appsee.com/
https://mixpanel.com/
52

Business model insight
53

Business model insight
This work provides the first basic evidence of
the major factors that affect the app success in
terms of comparative revenue, exploiting the
relationship between ranks and sales previous
works have demonstrated. Particularly, the
effect of the business model on app performance
is remarkable as well as surprising. In contrast to
many claims from industry insiders (e.g.,
Spriensma 2012) our analysis seems to suggest
that paid apps seem to pay more than free apps.
54
Source:https://www.pomsmeetings.org/confpapers/043/043-0354.pdf

App developers can create service-related apps
or deliver one that provides original intellectual
property (IP). It is worth noting that the process
involved in developing these two types of apps
varies significantly. Service related apps are
easier to tackle of the two and require less
creativity as most of the requirements are
outlined by the service providers the apps are
designed to support. The rewards to develop an
original IP app, however, are superior to those
of developing a service related one. 55
Business model insights
Source:http://www.ictc-ctic.ca/wp-content/uploads/2012/10/ICTC_AppsEconomy_Oct_2012.pdf

Consultation with Canada’s apps developers
shows that business and communications apps
are in highest demand
56
Source:http://www.ictc-ctic.ca/wp-content/uploads/2014/02/AppificationFeb2014.pdf

The latest development -- which could
revolutionize the retail industry -- is Apple's
location-sensing iBeacon technology. If a
customer has downloaded an Apple store app
and goes into, say, a department store, iBeacon
sensors can recognize that the customer has
walked in and send special offers to a
smartphone or guide the customer to a specific
item, among other possibilities.
57
Source:http://searchcrm.techtarget.com/feature/Location-based-apps-present-opportunities-and-data-challenges

Cellular connectivity can be spotty. Mobile apps
depend on ubiquitous connectivity, but cell
service can be spotty — especially indoors.
Nordstrom ran into issues when it found out that
most of its stores had poor or no cell service.
This is a common issue, as 63% of retailers
indicate that most of their store locations have
poor cell service. To correct this, Nordstrom had
to invest millions of dollars to outfit its stores
with ubiquitous wireless local area networks
(WLANs).
58
Source:MakeSmartWirelessLocationTechnologyDecisionsForrester

Revenu generation
59

Most of app business model analysis relies
on
Paid for by consumers
In-app purchase
Publicity
60

App revenue generation
61
Source:https://www.surveymonkey.com/business/intelligence/mobile-app-industry-revenue-statistics/

Source:https://www.surveymonkey.com/business/intelligence/mobile-app-industry-revenue-statistics/

Source:http://www.developer-tech.com/news/2016/mar/02/research-insights-state-app-developers-2016/

Legal, success and failure
essentials
64

Legal concerns
LOCATION DATA PRIVACY
GUIDELINES, ASSESSMENT &
RECOMMENDATIONS
https://iapp.org/media/pdf/resource_center/LocationDataPrivacyGuidelines_v2.pdf
Geolocation: Risk, Issues and Strategies
http://www.isaca.org/groups/professional-english/wireless/groupdocuments/geolocation_wp.pdf
Privacy is the major hurdle
Fear of big brother
65

Start-up failure raisons
BE WARY OF THE PIVOT
 pivoting for the sake of pivoting, or to expand on a shaky business
model will almost always guarantee disaster
TOO BIG TOO HANDLE
 it’s important to grow your business for the right reasons
BE WARY OF WHO YOU GET IN BED
WITH
 While it is possible to work with friends and family, it requires completely
honest communication, both parties must understand that it really is nothing
personal, and, perhaps most importantly, vest your ownership
THE DOUBLE-EDGED SWORD OF SEO
 The issue was that due to its effectiveness, the founders became blind to
other models of customer acquisition and developed an overreliance on a
model they had absolutely no control over. 66
Source:https://foundrmag.com/4-startup-case-studies-failure/

4 Essentials for Successful
Mobile Apps
Solve a problem
Make it intuitive
Start marketing in advance
Be strategic about distribution
67

Browsers, not apps, are the
future of mobile
Proclamations of an all-native mobile app world
ignore the fact that browsers and the web are
fast becoming the mobile operating system of
the future, and native apps are slowly dying.
The average American now downloads zero
apps per month
The web is and will always be the most popular
mobile operating system in the world — not iOS
or Android.
68
Source:https://medium.com/swlh/browsers-not-apps-are-the-future-of-mobile-c552752ff75#.eizfnl95i

Special Thanks to
www.CSIRCorp.com
www.parminc.com
www.ginasavoie.com
www.benoit-grenier.com
For having paid for and allowed
the sharing of this content
Thank You
Michelle Blanc M.Sc.
And visit
Blogues : http://www.michelleblanc.com/english/

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