Process •
Analysis
•
Background
•
Objectives
•
Strategies and Tactics
•
Measuring Effectiveness
•
Evaluation
Analysis Product: NursingTimesJobs.com [NTJ] iPhone App • Jobsite for those within the nursing and healthcare sector. • Aimed at jobseekers, recruiters & the HR community Promotion: Marketing • Online • Print • Cross Application Advertising • Press Price • Free App • Revenue through recruiter advertising Place • Apple iTunes store • Marketing Page
Background The App Store
• Unique marketplace to purchase applications for the iPad, iPhone and iPod Touch. • Downloads rose 400% between January 2010 and July 2011 from 3 billion to 15 billion. • Over 200 million iOS** users worldwide. • No advertising (*According to Apple **Apple’s mobile operating system)
Objectives Objective 1 | Analyse Who is our user? Number of downloads • When • Where • How Number of active users • Who is interacting? – –
Searching Applying
Why? • Compare online users with app users –
•
How do they interact?
Compare data against marketing and advertising schedule –
What results in the highest conversions?
Save time, money and effort.
Objectives, Cont. Objective 2 | Ranking Getting a high App ranking in iTunes • Over 100,000 apps available • Unlikely that potential users will actively search for a specific app • iTunes Analyse last four days of: – Downloads – Active Users (As of April 2011)
• Why? – Marketing and advertsing must be adapted and secheduled around these four days – Intensive campaigns will have a much better effect than more dispersed campaigns.
Strategies & Statistics Case Study: PPC Advertising
• • • •
• •
FaberNovel developed an RATP App in 2010 to provide Parisians with public transport information. Booked 500,000 impressions on a major website. FOUR sales made. Average CPM €6. – Each sale cost €750 in advertising. – Making a €2 revenue. With PPC: Web-advertising click through rate was 0.07% Using cross application advertising…0.59%.
Strategies & Statistics, Cont. Cross Application Advertising Intensely targeting our market within the marketplace. Affiliates • Job Boards • BrandRepublic.co.uk • Jobsite.co.uk • Monstor.co.uk
• Industry Related Sites/Publications • Nursing Times • Online & Print
• British Nursing Association • bna.co.uk
Strategies & Statistics, Cont. Marketing | Objective 1 Drive traffic to App Marketing Page Why?
Allows us to: • Create fully optimised copy • Rich Text, Screencasts, Flash, User Testimonials, Links to subpages… • Test, Test and Test some more: • Analyse conversion rates • Compare effectiveness of copy/images/titles Raise Google Ranking.
Strategies & Statistics, Cont. Marketing | Blogging • • • •
Rich, topical and frequent content. Fully optimised with keywords and links Creating a greater online presence, Google ranking and ultimately – greater downloads. Create content on: • iPhone App • Progress, Development, Feedback, etc. • Topical Content • Industry related content • Employment • Governmental changes • Create useful content • Get linked to
Strategies & Statistics, Cont. Marketing | Word Of Mouth
Mailing List • Email marketing is a fantastic way of targeting users. • Topics could include: • Announcing the app • Announcing upgrades and developments • Offer tips and advice • Ask for reviews/share reviews Independent Reviews • You Tube • The ‘AppStoreReviewer’ (nearly 20,000 subscribers) • Independent Review Sites • iPhone App Reviews (iphoneappreviews.net)
Strategies & Statistics, Cont. Marketing | Word Of Mouth, Cont. Blogs • Interact & comment • Avoid the hard sell • Link to our app in the signature and/or suggest to other users Sharing • Modern day ‘word of mouth’. • Reliable, valuable and trust worthy to the consumer • Incorporate a ‘Share’ call-to-action element within the app, online, via email and so on. • Encourage users to ‘share’ over email, Facebook, Twitter and SMS.
Strategies & Statistics, Cont. Marketing | Spread the good news…
Create optimised news articles: • App release, news, updates, reviews, etc. Publish across online platforms such as: • PRWEB.com & PitchEngine.com • Quick, easy and effective way of drawing traffic, building online presence and targeting our audience. • Create social and search optimised content that is consumer-facing. • Exceptional indexing in major search engines • Reach includes: • Journalists • Bloggers • Consumers And ultimately…boost Google ranking.
Strategies & Statistics, Cont. Marketing | Offline Press: National and Industry Related • Press Pack •
Basic information about: • •
• • • •
NTJ.com The iPhone App
Images Testimonials Links Contacts
Advertising in Print • QR Codes (Quick Response Codes) •
Use iCandy and Social QR Code • Create and analyse QR Code: • Traffic, data, conversions, etc.
• Placement •
Full page advert in Nursing Times magazine.
Measuring Effectiveness Analysing Your App Appfigures.com •
Reporting platform for mobile app developers • Centralises App store sales data • Importing reports • Detailed charts and tables • Tracks your apps’ hourly ranking and worldwide reviews
Evaluation & Questions By testing, testing and testing some more we have fulfilled the following objectives: • Knowing our user • Heightened our iTunes Ranking • Heighten our Google ranking (by driving traffic to NTJ.com) And ultimately… • Increased iPhone App downloads In the initial 3 months and beyond, we must always consider the 5WH: • • • • • •
Who What Where When Why How
Are there any questions?