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A Practical Guide To Mobile App Marketing

A few weeks ago I wrote about the basics of app store optimization. We’ve already proved that mobile is here. With more than 2 billion smartphones worldwide and that number expected to double by 2020.There has never been a better time to get involved with marketing an app. Plus with Google putting ads in the app store to court mobile app marketers and saying that mobile signals will affect search ranking. We’re truly living in a mobile world.

Mobile Commerces
8QrzMWe may not be seeing tons of transactions occurring on mobile devices but we’re seeing people research, especially in store, and browse a brand’s digital properties while on their device.

Once brands build better mobile experience on smartphones (site & commerce stores), we’ll see that shift in mobile transactions increase sharply in the next 2-3 years. There is pent up demand that needs to be satisfied.

Even with tablets expected to surpass 1 billion users this year. The fact many people use them at home, shows that a tablet is more of a PC than a mobile smartphone in its current incarnation.

Today we’re going to look at marketing your app. A lot of brands need to do this to stay competitive or help raise their brand’s awareness in a crowded marketplace. As Ev said, attention is short and its what we should be paying for.

Now how to spend your money wisely, so you get the best return. Using my experience of marketing an app for a UK startup last year. I’ll cover the four areas you need to consider before marketing your app: Research, Analytics, Spend and Media Networks.

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A Practical Guide To App Store Optimization

Mobile isn’t the future. It’s the present. Mobile apps are changing how we interact with devices, websites and even with a brand. There are new opportunities being created by companies who want to create a relationship with their customer and provide something of value in return.

This post will show the growth of mobile app, mobile search and what it really takes to gain a strong visibility in a crowded market place while trying to drive engagement and installs for your app.

Mobile Growth
When you  look at the top 10 online properties in the US, 34% of visitors are mobile-only (comScore data).  BuzzFeeds traffic is heavily mobile for the last 18 months and is only growing stronger each day.

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If you’ve any doubt that mobile is changing how we use the internet. Than you need to read Ben’s deck on Mobile Is Eating The World. This is no longer a revolution but a seismic shift in how business is done and how people will search for the future.

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Free Tool Builds 100+ Long-Tail Keywords For SEO & PPC

Keyword Tool uses Google’s Autocomplete to generate 750 relevant long-tail keywords based around a set of words you type into the search box (it’s free). If you’re involved with SEO, PPC or content creation then you know how useful these keywords can be. You can also find out searches for Google Play, which I’ll get into next month when I write about the Basics of App Store Optimization (ASO).

About Google’s Autocomplete
As you type in Google’s search box, you can find information quickly by seeing search predictions that might be similar to the search terms you’re typing. For example, as you start to type [Canadian], you may see other popular Canadian-related searches.

are-canadians-google-search

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What Should Our New Purchase Funnel Look Like?

Having moved back to Toronto two months ago and settled back into a rhythm. I’ve been meeting with a lot of brands, from online to retail and corporate, to chat about opportunities and how I felt my international experience can help grow a brand online.

One area that keeps coming up is the purchase funnel. If you spent your 90s in high school, like I did, than the picture below should be familiar to you. Pretty standard graph from your high school marketing or business class.

purchasefunnerl

However, the purchase funnel hasn’t changed in over a decade and it needs too. More brick-and-mortar-focused retailers are stepping up their online game and increasing the percentage of their sales that come from online channels, and Web-only retailers have been growing at an impressive clip, too. It’s a dog eat dog where out there in retail and everyone is fair game. What’s helping shift are:

The Top 5 Consumer-Driven Trends in Retail

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Global Report: Digital, Social & Mobile Worldwide In 2015

I’ll let We Are Social say it best:

Including stats for more than 240 countries around the world, and profiling 30 of the world’s biggest economies in detail, this report is the most comprehensive, free compendium of up-to-date digital statistics and data you’ll find.

Regardless of what industry you’re in, this is a must read. Especially a look at the mobile data as it shapes the next few years.

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