How to Get Your App Discovered with Ryan Merket from InMobi

How to Get Your App
Discovered
And other random awesome marketing ideas…

About me
•  Joined InMobi in July, 2012
•  Acquisition of AppGalleries
•  Previously at Facebook
•  Co-founded Ping.fm
•  Designer / Front-end Eng at CBS
Interactive

‣  Changes in iOS 6
‣  App Marketing Basics
‣  Empowering your users
Agenda ‣  Social Media
‣  App Landing Pages
‣  One-to-many
‣  Data, Data, Data
‣  Guerilla Marketing
‣  Q&A

What’s new in iOS 6
Photo credit: Flickr/Sami

App Store Changes

‣  No more “New Releases” section
‣  Horizontal scrolling throughout
‣  Only 4 apps per row (less to skim)
‣  Only highest downloaded or grossing
‣  Search results in card format
‣  More algorithmically generated discovery
‣  Facebook Like button (tell people to Like
your app when having a sale)

advertisingIdentifier (IFA)

‣  IFA is a UDID replacement
‣  Anonymous but unique to the device
‣  Advertisers will be required to use it
‣  Not available in browser
‣  Reset with “Erase all Content &
Settings”

advertisingTrackingEnabled (ATE)

‣  Allows users to opt-out of targeting
based in IFA
‣  All advertisers will be required to use
both IFA and ATE

But IFA can still be used for:

‣  Conversion tracking
‣  Frequency capping
‣  Debugging, metrics, or analytics

identifierForVendor (IFV)

‣  Unique identifier for vendors
‣  Vendor and device specific
‣  Erased when last app by the
vendor is deleted from the
device

Passbook and Passes

‣  Boarding passes (airlines)
‣  Redemption cards
‣  Loyalty cards
‣  Dynamic data, updates automatically
‣  Pass is a simple .pkpass file (ZIP
compressed with JSON data)
‣  Potential for CPA/CPC campaigns here

App Marketing Basics
Photo credit: Flickr/vinodmurali

We Should Know the Basics

‣  Icons and screenshots are very important
‣  No text in icons
‣  Best screenshots first (most relevant)
‣  Description and What’s New
‣  App title and keywords
‣  Ratings and reviews
‣  App-a-Day sites
‣  Review sites & Promo-codes
‣  Friends and family emails

Empower Your Users
Photo credit: Flickr/seanmcgrath

Empower Your Users

‣  Turn users into advocates
‣  Give them badges and widgets they can post to
Facebook and Twitter
‣  Use notifications to solicit feedback from users
‣  Use notifications to solicit sharing from your top users
‣  Send top users schwag and stickers (street team)
‣  Give the user special items or currency when they
invite users
‣  Encourage users to create Facebook Groups

Social Media
Photo credit: Flickr/Poster Boy NYC

Social Media Marketing Ideas

‣  Facebook
‣  Create a Fan Page (not a user account)
‣  Ask your users to Like your Fan Page in-app
‣  Post twice per day. End posts as questions.
‣  Consider running contests and sweepstakes on Page
‣  Appbistro.com
‣  Create an Page app called “Download App”
‣  User StaticHTML app to build a basic page that links
to App Store along with a QR code

Social Media Marketing Ideas (continued)

‣  Twitter
‣  Twitter contests (re-tweet for free download) for
promo-codes
‣  Create a #hashcode for your app. Encourage users to
tweet with it.
‣  Monitor Twitter for advocates and complaints. Be
responsive.
‣  Monitor competing apps and be quick to respond when
users have a bad experience
‣  Communicate with your target users. Have open
conversations.

App Landing Pages

‣  Very important! A lot of discovery happens on desktop!
‣  Mobile friendly - large imagery UI
‣  Desktop users
‣  Large CTA
‣  SMS or QR is best for tracking (Twilio!)
‣  Link to App Store or Play not as prominent (hard to
track and lower conversion rate)
‣  Mobile users
‣  Well designed – realism with high polish
‣  Smart App Banner for iOS

Smart App Banner

‣  Highly recommend when
marketing, you link to a
landing page with a Smart
App Banner
‣  Tracking: you can send
values to your app on first
load. Allowing you to track
where you are getting
installs from.
http://david-smith.org/blog/2012/09/20/implementing-smart-app-banners/

Smart App Banner

‣  Track all the way 80,000
70,000
down to install 60,000
50,000
40,000
30,000 Pageviews
20,000 Clicks
10,000
Installs
0

Data, Data, Data
Photo credit: Flickr/blprnt_van

Track and Optimize

‣  Know where your loyal users are coming from with Smart App
Banners and Google Analytics for Android
‣  Optimize for those channels
‣  Tag campaigns to track effectiveness (use bit.ly links for
reach campaign)
‣  Google Analytics on Landing Page
‣  Optimizely.com for drag and drop A/B tests

Dashboard

Leftronic.com – Build your own dashboard

Guerilla Marketing
Photo credit: Flickr/Si1very

Guerilla Marketing

‣  Define your target market (demographics, region,
socioeconomic level, etc.)
‣  Research events, conferences, public gatherings
‣  Build for virality. Guerilla is all about the post-event PR.
‣  Make sure you spend equal if not more time recording (photo
& video) the event and editing the video than actually
planning. Most people won’t see the campaign in-person.
Make the photos and video memorable.
‣  Think completely out of the box

Tripl – Fake Parking Tickets
http://venturebeat.com/2012/08/22/tripl-genius-guerilla-marketing-y-combinator/

Nutricia – Pregnancy suites
http://www.trendhunter.com/trends/nutricia-baby-connection-app

Uber – Pedicabs at SXSW
http://adam-jackson.net/blog/2011/03/15/photo-post-austin-texas-sxsw-2011/

Fiverr.com – Cheap marketing stunts
fiverr.com

WePay – Block of ice at Paypal conference
http://techcrunch.com/2010/10/26/wepay-ice-paypal/

Zynga – Zombies and popsicles
http://venturebeat.com/2012/05/24/zynga-zombie-horde/#s:zombie-swipeout-instagib

Thank You!
Ryan Merket, InMobi
ryan@inmobi.com
http://inmobi.com

How to Get Your App Discovered with Ryan Merket from InMobi

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