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.
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.
Why Does It Matters
Depending on your business, you may get 80% of your business from urban centres. However, you may not spend that same amount on your marketing in your those markets (could spend more or less). Finding out where you get your business from and what you spend to acquire that customer is a key determination of your success.
A similar example of this idea is a story I heard a few years ago about major bank who found out that 10% of their customers where producing 70% of the calls to their call centre (and thus were greatly unprofitable for them). After months of doing the research and double checking their number, they sent those customers a letter saying they couldn’t be a customer anymore and would happily help them transfer to a new bank. This allowed the bank to refocus on up selling and creating better services to their profitable customers.
Business is as much about making your company more money as it is about finding ways to cut down on your expenses and focus on your profitable areas of the business.
How To Do It
If you login your Google Analytics and head to the “Channel” subsection under “Acquisition” on the left hand panel. You’ll see all the different marketing channels that are driving your business forward.
Why Does It Matters
Dayparting equates to showing your ads only at specific times and/or days. If your business hours are only from 9am-9pm, then you may want to turn off your ads during non-business hours. There are also more advanced uses for dayparting including only running/stopping ads during peak hours or slow times/days. You may want to run ads during peak hours because conversion rates will be highest at that time. Conversely, you could turn off ads during peak hours because you already have more business than you can handle during those hours. For slow hours/days, you could offer coupons or specials only during those hours to try to drum up business.
How To Do It
Login to your Google AdWords account and set your date range for 30 days. On the main navigation look for and click on the “Dimensions” tab. Next click on “View” drop down and then “Time” and finally “Hour of Day”. This will break down your spend and numbers into useful information.