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.
We 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.
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.
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.
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.
I’m a strategic thinker and have preached to more then a few fortune 500 company’s on why we can’t be reactive, we must go forth and be proactive. However, I also know that sometimes that’s just not possible. I work with start-up and small business and usually our budget is putting some constraints on what we can do. The client can only spend X and you’ve to made due with that for now.
Despite what some people think. Social Media is not free and you’ve to pay for people’s time, the technology that will support them and lets not forget any creative & research costs. It may seem like a lot of money up front and it can be, but much like buying a good quality TV or washing machine today. All these upfront costs will pay for itself in the shelf life of this process.
With all that being said, if your client can only pay for one touch point once you’ve factored in all the costs. How do you decide where to put your resources? You can’t afford to fail and you want to make sure you’re achieving success at the end of the day. That success will hopefully turn into more resources to help you guys build out your social engagement organically. And that’s what I want to talk about today. This isn’t the only way but this is how I go about building out a clients social engagement organically when you’ve limited resources.
This is where social media starts and this is where it ends. Your business objectives are you goals and what you are looking to achieve as you emerse yourself in the world of social media. The tools (Facebook Page(s), Twitter, Last.fm, LinkedIn) and technology come after you’ve looked at your business objectives. Maybe you want to help augment your customer service department or increase brandawareness of your new product launch. Or better yet, you want to connect with your die-hard fans and see how you can improve some of your current products.
Once you’ve some objectives, you need to start looking at how you are going to measure those objectives in 6 – 12 months. If you know, and you should, that your customer service department gets 500 calls a week across your product line and your team spends an average of 5 minutes on each call. Then your goals should be to decrease the amount of calls you get, while also trying to decrease the amount of time your team spends on the phone. Lets says you want to get it down to 450 calls in 8 months and decrease your time per call to 4 minutes. The reason you want to have measurable goals is to prove that your efforts in social media are having a tangible effect on your business in a positive way.
The Ideal Customers, Research & Listening Platform
If you’ve figured out your measurable business objectives. Then you need to start looking at your customers and research. Staying with the customer service analogy. Often your client will know who the ideal customers are, and the ones that cause your customer services department to catch fire. Sometimes they can only give you a demographic profile or they says it’s all related to this widget. This is a great starting point and will forces you to do some research and also possibly look at varies listening platforms for your client (paid or free are possibilities).
If you’ve an idea of a demographic profile from your client. Then I like to look at comScore and or Nielsen data to give me an idea of the online habits of that group. This will tell me where I should be spending my time within social media (blogs vs social networks vs video) to help find out what issues this group is having with our client’s product. Another helpful research option is to look at tools like Radian6 or SocialMention to start listening. You can look at the negative sentiment and see if it’s related to your client’s product. You can also start to find out where the majority of this activity is occurring. All of this data will give you and your client a better profile on your customers and where you may want to start to engage with them.
I’m a big fan of touch points and you can read about it here: Having Different Touch Points is Key to Growth Online. You are going to use this new found information to build out a touch point(s) for your client. If you are going after moms, then you’ll know that they trust information found in blogs more then social networks (eMarketer & About.com). You’ll want to pick a touch point that connects with your audience and allows you to achieve the business objectives that you set out when you started on the social media journey. If this goes as smoothly as possible, you’ll achieve your objective and get more resources in the long run.
Content & Creative
Now I won’t touch on this area very much. If you’ve picked your business objective, looked at your customers profile and have actually picked a touch point to connect with your audience. Then you can look at building content and creative that is going to connect with your audience. Moms are going to prefer something very different then what you are going to use to connect with teens and 20-somethings. Going with your gut & common sense will help you build something great. One things I like to do here is always recheck the data I found when I did my research. I want to make sure I didn’t miss anything important & that everything is in order. If all is good and I’ve a green light. I launch after talking with the client one last time.
Now one thing I didn’t mention is measuring all that time your team spends in the world of social media. You want to make sure that you’re still having a positive effect after you’ve calculated your social media time. That post will be coming in a few days. In the end, making sure you start off with a measurable business objective is going to make sure you stay on course and don’t lose focus.
Magid thinks that one of the flawed issues we’ve is in measuring people that surfing on multiple machines is that they get counted as different users. I know I surf at home, at school and then some more on my BlackBerry. So this means I might get tracked as three unique users when I go to 1up or Facebook or even GameTrailers.
Magid’s goal is to use a hybrid panel measurement method to collect and clean the traffic data. Then apply proprietary methodologies that leverage location, demographic and personal behavior information to finish tweaking the data.
Key Benefits for Participating Sites:
Comprehensive coverage; 100% of activity
– New “Universe Report” mobile and public machines
– Census-adjusted metrics in current Media Metrix reports (Home and Work
Improved coverage of At-Work population
Harmonization / reconciliation of panel vs. server
More timely reporting
This sounds like a great idea in theory but I’ll be interested to see when the first report is available in a couple months. Check out the PDF to get a better idea of what comScore is trying to do.
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