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

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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.





Media 360 Conference via Twitter

23 11 2012

I could not attend the Media 360 conference this week but did follow it on Twitter. I thought it might be interesting to summarise the views of the Twitterati under a few headings.

General comments

  1. The decisions you make now will determine how successful your brand will be when the recession ends
  2. Short term decisions to cut [marketing] spend leads to long-term damage to your market share
  3. Aside from numbers, the biggest strength of radio is the one-to-one relationship people have with it
  4. Deadlines work on ads. Creates a sense of urgency and spurs people into action
  5. Deliver a strong call to action and focus on the goal

Research

  1. Invest in good research and monitoring to see what parts of your ad campaign work
  2. Don’t trust research (this from the head of a leading market research company)

Digital

  1. Digital has a place in all marketing plans
  2. Brands that are winning in the digital world are those that are open to participation
  3. Ensure that your website is accessible through all devices
  4. Direct mail and digital work well together
  5. SEO your website and use mobile search
  6. Search is the bridge between traditional and digital advertising
  7. Digital will drive the recovery of media

Social

  1. All about social media for 15-24 year olds
  2. 40% of all Tweets during peak viewing times are TV related
  3. Implement social listening
  4. Social content is NOT advertising
  5. Create a content schedule for social media

Mobile

  1. Mobile is a key area of growth, RTE say they see 60% of their traffic coming via this channel
  2. Don’t use your desktop as a digital frame of reference, use mobile




Android v iOS

22 08 2012

I attended the Mobile Marketing Conference organised by the Digital Marketing Institute recently. It was a very interesting morning and the key take away for me was that mobile marketing is relevant for all organisations and all budgets. Mobile marketing can be as simple as an SMS message or as complex as a major app.

An interesting side discussion I had was around why iOS customers spend more than Android customers on apps. Three theories were put forward.

  1. The slicker user experience on iOS encourages consumers to engage more and therefore buy more
  2. Android users are more likely to be on pre-paid accounts and therefore are more cost-conscious
  3. Android users are geeks and therefore are more likely to be interested in the technology rather than simply buying apps (this theory courtesy of Anthony Quigley)

While theories 1 and 2 are very factual I really like theory 3. It kinda makes sense in a strange way.





Mobile is on the move

20 04 2012

At the Digital Marketing Institute members event, held in Google’s European HQ in Dublin, the rapid growth of mobile was highlighted. If fact, for the first time ever, the number of daily searches from a mobile device exceeded those from a desktop device. This happened on one particular day but is likely to be repeated. The good people from Google highlighted a few things that everyone should be aware of.

Targeting options

You have four specific targeting options. These are

  1. Device (e.g. iPhone or Android) and operator (e.g. Vodafone, O2, etc.)
  2. Location
  3. Keyword bundles
  4. Time of day/Context (WiFi or 3G)

The practical use of this, for example, is if you have an app for an iPhone for a sporting event you can set up your campaign so that the ads only appear when someone with an iPhone searches for that particular event while on WiFi. This means your ads are reaching the most relevant audience when they are most likely to download your app. You can also set up a ‘click to download’ link so that the visitor can go directly to the App Store or Google Play Store.

Hyper local ads

One in every three searches is local so targeting by local area is a strong tool for some companies. A good example of this would be a florist. In general, flowers are an impulse purchase and tend to be done locally. A florist can set up their ads so that they appear only on devices that are, say, within 750 meters of the location of the shop.

How does your site look on mobile?

This is vital. If your site does not render properly on every device out there then you could be in trouble. Driving visitors to a mobile site that looks bad will cost you business and is a waste of your ad spend with Google. Test your website using the How To Get Mo website.





The future of mobile

11 04 2012

Business Insider, through their BI Intelligence service, recently prepared a presentation on future trends in mobile. The slide deck has trended on LinkedIn so you may have seen it already but if not then you can read it here. It contains some really good numbers on where mobile activity is currently at.

In their view the critical question is who is going to win the platform war, iOS or Android. They seem to lean towards a victory for iOS mainly on the grounds that developers prefer the Apple system. It seems to me that the more important question is what do consumers prefer. If the consumer chooses Android then developers will have to follow. For all the success of iOS the Android platform is right up there too and with manufacturers such as Samsung and HTC producing really good handsets all the time it seems a bit presumptuous to base analysis on developers preferences.