行 動 APP 行 銷 (Mobile Apps Marketing)

Transcription

1 Social Media Marke-ng 社 群 網 路 行 銷 Tamkang University 行 動 APP 行 銷 (Mobile Apps Marketing) 1022SMM09 TLMXJ1A (MIS EMBA) Mon 12,13,14 (19:20-22:10) D504 Min-Yuh Day 戴 敏 育 Assistant Professor 專 任 助 理 教 授 Dept. of Information Management, Tamkang University 淡 江 大 學 資 訊 管 理 學 系 tku.edu.tw/myday/

2 課 程 大 綱 (Syllabus) 週 次 (Week) 日 期 (Date) 內 容 (Subject/Topics) 1 103/02/17 社 會 網 路 行 銷 課 程 介 紹 (Course OrientaLon of Social Media MarkeLng) 2 103/02/24 社 群 網 路 商 業 模 式 (Business Models of Social Media) 3 103/03/03 顧 客 價 值 與 品 牌 (Customer Value and Branding) 4 103/03/10 社 群 網 路 消 費 者 心 理 與 行 為 (Consumer Psychology and Behavior on Social Media) 5 103/03/17 社 群 網 路 行 銷 蜻 蜓 效 應 (The Dragonfly Effect of Social Media MarkeLng) 6 103/03/24 社 群 網 路 行 銷 個 案 研 究 I (Case Study on Social Media MarkeLng I) 7 103/03/31 教 學 行 政 觀 摩 日 (Off- campus study) 8 103/04/07 行 銷 傳 播 研 究 (MarkeLng CommunicaLons Research) 9 103/04/14 社 群 網 路 策 略 (Social Media Strategy) 2

3 課 程 大 綱 (Syllabus) 週 次 (Week) 日 期 (Date) 內 容 (Subject/Topics) /04/21 期 中 報 告 (Midterm PresentaLon) /04/28 社 群 網 路 行 銷 計 劃 (Social Media MarkeLng Plan) /05/05 行 動 APP 行 銷 (Mobile Apps MarkeLng) /05/12 社 群 網 路 評 量 指 標 (Social Media Metrics) /05/19 社 群 網 路 行 銷 個 案 研 究 II (Case Study on Social Media MarkeLng II) /05/26 社 群 網 路 海 量 資 料 分 析 (Big Data AnalyLcs of Social Media) /06/02 端 午 節 放 假 一 天 (Dragon Boat FesLval)(Day off) /06/09 期 末 報 告 I (Term Project PresentaLon I) /06/16 期 末 報 告 II (Term Project PresentaLon II) 3

4 Source: 4

5 Mobile App Solu-on 5

6 Mobile App Marke-ng Source: 6

7 Mobile In- Store Research- to- Purchase Path Research Visit Store Purchase OR Visit Store Research Purchase Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

8 Mobile Strategy Environment + Marketplace Dynamics + Competitive Situation + Inspirational Brands Customers + Customer Demographics + Customer Behaviors Brand + Brand Goals + Brand Assets Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

9 Tradi-onal purchase funnel with mobile overlay Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

10 Sample Customer Journey Map Awareness Engagement Word of Mouth In-store ConsideraLon Mobile Redemption Conversion Advocacy SMS opt-in Offline Online Mobile SEO & Web Source: screenmediadaily.com/mobileshopping-apps-are-helping-onthe-go-consumers-locatedeals-and-boost-retail-sales/ Mobile SEM Post-purchase Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 Mobile Share 10

11 Online to Offline (O2O) Source: 11

12 Mobile Readiness Awareness Engagement ConsideraLon Conversion Loyalty Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

13 Mobile Marke-ng Tac-c Mobile website Mobile Search engine oplmizalon Mobile Search engine markelng Opt- in SMS alerts Mobile App QR codes In- store Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

14 Mobile Marke-ng Plan Mobile web site development & SEO QA Awareness integralon into Twiber & Facebook Desktop website awareness elements Mobile search engine markelng with hyperlocal, click to call and offers SMS short code acquisilon and provisioning SMS Test Campaigns ios App planning based on mobile website learnings In- store QR pilot Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

15 Mobile App Content Strategy: Ongoing Engagement Testing Testing app prototypes with groups of target users to validate content and functionality Content Strategy = Engagement Research Competitive analysis and industry insights Active Listening Monitoring conversations in key social media about a brand/app. Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

16 Mobile App Media Strategy: awareness and downloads Earned Media Blogs, directories, , PR, and other earned channels promoted awareness and brand advocacy Media Strategy = Downloads Paid Media Targeted mobile advertising campaigns generate the high-volume downloads required to achieve rank Owned Media Brand Web site and branded content and social media Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

17 The symbio-c rela-onship between paid, earned, and owned media in the mobile app ecosystem LAUNCH Paid Paid Paid Paid Paid Paid Earned & Owned Earned & Owned Earned & Owned Earned & Owned Earned & Owned Earned & Owned Ongoing tracking, conversation monitoring and analysis Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex,

18 Mobile Apps Marke-ng O2O Commerce (Online- to- Offline) (Offline- to- Online) Source: 18

19 Mobile App Marke-ng 19

20 Make your Mobile App Global. But Think Local. 20

21 Mobile Apps Mobile apps have become the official channel to drive content and services to consumers. From entertainment content to produclvity services, from quanlfied- self to home automalon, there is an app for praclcally anything a connected consumer may want to achieve. This conneclon to consumer services means users are constantly funneling data through mobile apps. As users conlnue to adopt and interact with apps, it is their data what they say, what they do, where they go that is transforming the app interaclon paradigm Source: 21

22 Mobile App Marke-ng Source: 22

23 Mobile App Marke-ng Keywords research and implementalon App descriplon crealon / oplmizalon CreaLon of Press release featuring app and its funclons overview Facebook and twiber account crealon Press release submission to App Review websites: iphone app (300+ websites) / Android app (80+ websites) ConsulLng and advise on launch strategy Report upon markelng campaign complelon Timing: 4-5 business days Source: 23

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25 Mobile Apps Marke-ng Social Media Silver Gold PlaLnum From $599 From $999 From $1399 Per Month Per Month Per Month IniLal Facebook Account Setup Yes Yes Yes Facebook Fan Page Setup for Apps Yes Yes Yes Facebook Likes Facebook Friends Yes Yes Yes Wall PosLng (Per Month) Twiber Account Setup for Apps Yes Yes Yes Twiber Profile Design Yes Yes Yes Twiber Followers Mothly Basis Tweets per Month Linkedin Profile CreaLon for Apps Yes Yes Yes Weekly Linkedin Profile Updates Yes Yes Yes PosLng per Month Google+ Account Set- Up for Apps Yes Yes Yes Post regular updates Yes Yes Yes Google+ Followers Yes Yes Yes Source: 25

26 Mobile Apps Marke-ng Ad Network Silver Gold PlaLnum From $599 From $999 From $1399 Per Month Per Month Per Month Google Adwords No $300 $500 Google Adwords Account Setup No Yes Yes Keyword Research and SelecLon No CreaLve Ads Development No Yes Yes Ad Scheduling Setup No Yes Yes Bid Setup No Yes Yes Google AnalyLcs Setup No Yes Yes Bidding Management No Yes Yes Landing Page Review & Development No Yes Yes Facebook Ad $200 $200 $300 Facebook Ad Setup and OpLmizaLon Services Yes Yes Yes Facebook Paid AdverLsing Yes Yes Yes Source: 26

27 Mobile Apps Marke-ng Organic MarkeLng Silver Gold PlaLnum From $599 From $999 From $1399 Per Month Per Month Per Month Apps Landing Page OpLmizaLon Yes Yes Yes PromoLon of Google play store page Yes Yes Yes Unique ArLcles CreaLon ArLcle Submission Approved ArLcle PromoLon Following of relevant Pinners Yes Yes Yes Social Bookmark of Approved ArLcles Press Release CreaLon Press Release Submissions Approved Press Release PromoLon Yes Yes Yes Social Bookmark of Approved Press Releases Classified Ad CreaLon No 1 2 Classified Ad PosLng No 5 10 Source: 27

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29 App Store Op-miza-on (ASO) Search Engine Op-miza-on (SEO) 29

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31 Mobile Apps Marke-ng App OpLmizaLon of the User Get the App Discovered Acquiring the App Users Source: 31

32 App Op-miza-on of the User Improve the user s name, keyword set and descriplon Design an appealing app icon and to create compelling screenshots Produce a dynamically engaging video trailer Develop an effeclve app landing page Conduct market research Source: 32

33 Get the App Discovered Browse and archive the TOP App Store ranking Get benefited from the unbiased App Store reviews Get reviewed by the app- centric media Generate leads and traffics through different social media plaporms Acquire large scale PR push Source: 33

34 Acquiring the App Users To drive applicalon downloads in great volume To maintain your App Store ranking To analyze your users' behavior to bring the features accordingly To grow organic installs To establish an aclve social media presence Source: 34

35 App Marke-ng Understand your Market Make a Free or Paid App? Become a Keyword Ninja Mobile Ads Applovin Ads in Mobile App Playhaven Ads The App Review process Making money with In App Purchases (IAPS) 35

36 Mobile Apps Marke-ng O2O Commerce (Online- to- Offline) Source: 36

37 Online to Offline (O2O) 37

38 Online to Offline (O2O) (Japan) 38

39 Social Media Mobile Apps Marke-ng for Online to Offline (O2O) Source: 39

40 Online to Offline (O2O) Commerce Online Marketing - SEO - SEM - PPC - Website - App QR Codes Offline Marketing - Brochures - Sales Letters - Advertisements 40

41 Online to Offline (O2O) 41

42 Online- to- Offline (O2O) Commerce 42

43 Mobile Commerce Source: 43

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46 Source: 46

47 Inbound Marke-ng Source: 47

48 Fiksu Comprehensive Mobile App Marke-ng Ecosystem Source: 48

49 Source: 49

50 Mobile App Design Process Source: 50

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52 Mobile Marke-ng Landscape 52

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54 Mobile Adver-sing Ecosystem 54

55 References Philip Kotler & Kevin Lane Keller, MarkeLng Management, 14th ed., Pearson, 2012 Lon Saso, The Social Media Bible: TacLcs, Tools, and Strategies for Business Success, 3rd ed., Wiley, 2012 Rachel Pasqua and Noah Elkin, Mobile MarkeLng: An Hour a Day, Sybex,