Promoting your app

22 11 2013

A second post on the mini conference organised by Techspectations in DCU on mobile marketing concerns how to promote your app. These tips were provided by Conor Winders of Redwind Software.

Firstly, if you have the money to promote your app then spend it. Advertising is a key way to tell the world about your app. Conor particularly highlighted that ads in the Facebook mobile app deliver high conversions rates. He estimated an advertising cost of €5 per install.

Secondly, and to my mind more importantly, provide an excellent user experience. If your app delivers for the user then this will help reviews and encourage people to recommend the app. A few things to consider when looking at the user experience:

  1. the app should be intuitive. The user should be able to find their way around the app easily and explore its features
  2. avoid tutorials or other ways of guiding the user as they just get in the way
  3. watch and learn. By monitoring how people use the app you can learn how to make it better

Thirdly, get noticed by Apple. If you get featured by Apple in the App Store then your downloads will multiply. To get noticed by Apple use the latest Apple technology (so that Apple can use you as a showcase) and offer exclusivity to Apple.

Fourthly, build a website to support the app including images and video.

Finally, optimise your app store listing with a great icon, a good selection of screen shots and well written text


Corporate mobile strategy

21 11 2013

I attended the mini conference organised by Techspectations in DCU on mobile marketing recently. The quality of speakers was excellent and gave great insight into where mobile technology and marketing is going.

One speaker who really stood out for me was Nicola Mortimer of O2 Ireland. Nicola spoke about building a corporate mobility strategy. What was interesting for me was that she spoke about the practical issues that a business faces when deciding to embrace mobility rather than just focusing on apps or responsive websites.

Key considerations, according to Nicola, are:

  1. Infrastructure and access – what do you need to put in place to support a mobile strategy and control access

  2. Compliance – are you fully compliant with regulations generally and any particular regulations relevant to your industry eg data protection

  3. Devices and OS – which devices and operating system best suit your needs

  4. Applications – are you ready to create applications specific to your company to make your corporate data available on mobile devices

  5. Security – this covers both security from external threats but also controlling access to avoid internal security issues and allowing information to accessible only to those who are authorised to have access to it.

  6. Cost – have you budgeted correctly for all of the above points

  7. End-user adoption – are the people in your company ready for mobile access and will they use it if you invest in it.

Nicola also mentioned two systems that need to be in place and are often confused. The first one is Mobile Device Management which is a system to control the devices including shutting them down when (not if) they get lost. The second is Mobile App Management which is a system to control any corporate apps which are developed. This system is used to monitor performance and usage of the app and as well as installing updates to ensure that the app is functioning properly.