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6 Mobile Marketing Infographics Worth Viewing

We love data. As an App Store Intelligence platform, we have lots of it.

Infographics are a natural fit for sharing some of the insights we have gleaned from our data collection and mobile marketing experiments and implementations.

As we start to share our own unique insights via infographic – thought we could kick things off with a some mobile marketing stats from infographics we found helpful and interesting.

The State of Mobile in 2015

From:  Kona Company

Fun Data Point: Mobile adoption growing 8x faster than the web did.

The-State-of-Mobile-in-2015

Social Media on Mobile

From:  NeoMobile

Fun Data Point: 75% of Pinterest Traffic via Mobile

NEOMOBILE-social-media-mobile-infographic-273x1074

Mobile Evolution: Millennials vs Gen X

From:  IDG

Fun Data Point: Implied that Millennials are much more comfortable on smaller screens

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10 Incredible Mobile Marketing Stats

From:  Text Marketer via Social Media Examiner

Fun Data Point: 76% open and view message sooner by SMS than by email

10_mobile_marketing_Stats_2015

Mobile Marketing Taking Over Digital Marketing

From:  3 Sixty Interactive

Fun Data Point: 46% of smartphone users say they use mobile as the only tool for search

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US Tablet Users vs US General Population

From:  Vertic

Fun Data Point: Tablet users convert at a rate 50% greater than on PCs, and are 5x as likely to have a $100k+ income.

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And one for the road:  A $77 billion Industry

Trending Keywords in Product Development

Using App Store Trending Keywords in Product Development

The closer you get to the customer telling you exactly what they want and are willing to pay for – the less risk in building something that flops.

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There has always been risk in asking your existing users/clients and target markets what they want – where actual purchases represent only a fraction of the “I absolutely need this feature” crowd.

This scenario, played out thousands of times over decades, has led to things like the Lean Methodology, MVPs, and even platforms like Kickstarter.

One of the most fool-proof approaches to developing new products or new features is to offer a pre-payment at a significant discount, so clients can tell you what they want – with their wallets.

For many mobile apps, however; the communication lines to the client are not as open as with other consumer or business products.

Most likely – users of your apps pay Apple or Google directly.

They may never know your company name despite daily use of your app.

Prepaying for a feature is not a supported payment type in either Apple’s App Store or Google Play.

Hey – we are still waiting (in vain) for 30-day free trials.

So – how do mobile app product managers and the development teams reduce the risk of creating features in their apps that no one is willing to pay for?  That do not drive incremental downloads?

Review mining is an option.

That is – reading what users are saying about your app, what they are saying about competitor or similar apps.  Which features are they grateful for, which are missing or do not function well?

Some information is better than none – but review mining is a little too similar to asking clients what they want, building it and being met with silence.

App Store Trends

We can capture data from another source.

Which keywords and phrases are trending by category and app type?

This data is rich in user intent.

Since most mobile app store search is for “features and functions”, app store trends (trending search keywords and phrases) are often essentially “desired features searches”.

Trending search data from Gummicube represents not the most searched, but rather the breakout terms.

So – using App Store trending search to get a sense for trending “requested” features provides a ton of insight into market demand and interest.

just-too-true-23 main-qimg-d7f774f476ca16d2bd39aaecb9773a74Let’s go through an example

You have a great photo app.  You have a niche, an engaged user base, and lots of ideas on what features to add next.

Looking at the trending searches in the Photos Apps type – we see some themes:

  • Searches for (in my words) displaying multiple photos

multiple photos, photo collage, combine multiple, pic collage, images together, 2d&3d collages

  • Searches for sharing across multiple social networks

facebook twitter, instagram facebook, twitter flickr, flickr tumblr, twitter email, instantly share

 Either of these directions might reinforce a current development effort, or may add new insight to the specific requirements of the feature.

Or you could prioritize adding collages or sharing across (or to and from) multiple social networks.

By researching trending searches by category and app type – you can see what users are searching for, identify these features and anticipate demand before your next release.

Apple ASO in 9 Steps

Apple ASO in 9 Steps

You have an amazing mobile app or mobile game, and you’re main challenge now is  getting in front of your target market.

What delivers a better ROI than a user acquisition advertising campaign?

App Store Optimization.

Here are our suggested 9 steps to Apple ASO.

Let’s Talk About Your App

1 – Identify your target audience

Sometimes called creating your avatar, who is the ideal or target user of your app? Starting with basic demographic data is great – but don’t be afraid to push towards being extremely specific. Examples of demographic data include:

  • what is the age range of an intended user?
  • is the app gender specific?
  • is the ideal user a mom, dad, salesperson, musician, movie buff or comic book reader?
  • what language does your target user speak?
  • what social networks does your target user frequent?

Defining an avatar takes this exercise to the next level and can really help marketers define their messaging, target keywords, screenshots and icons. An example of an avatar for a “comic book cataloging” app could be:

James is a 42 year old, married man with 2 kids. James collected comic books in his youth, and now wants to share his hobby and collection with his two children.

Whether you create an avatar (or 3), or just focus on the broader demographics – record the answers and then move to the next step.

2 – Define your app’s core features or Unique Value Proposition

What makes your app special, unique, different, better or cool? In a game, it may be the characters or gameplay. In a non-game, it should be some set of features and benefits. What problems does the app solve? Record the features that make your app stand out from your competition. Mobile users primarily search features and brands in the app stores. By clearly identifying the features of your app – we can focus in on how the market is searching for mobile apps like yours.

What are your Competitors Doing?

3 – Review competitor app store ratings and reviews

What are these users saying?  Which features are they asking for? Complaining about? Because so much of app store optimization is finding and reaching your audience in the Apple App Store and Google Play, we focus a lot on defining your audience and defining features users will find relevant and useful in your app. One way to establish a unique position for your apps is to look at reviews of similar or competitive mobile apps.  Researching reviews for insight into desired features, essential features, user problems and even keywords is called review mining. Listen to the language they are using and gather keywords the users are repeating in reviews.

4 – Research competitor branding, positioning, keywords and category

Let’s start with identifying which categories your competitor apps are listed in. Simple enough. Now let’s review which keywords and phrases competitor apps are ranking in the top 10 for. Add these keywords and phrases to your list of potential keywords. You should be able to get a good feel for what is working for them and what is not. We do not want to blindly follow our competitors strategies – but we do want to see what is working for them and why.

Note:  This is a tough step without good software, as this step is both very manual and requires guessing if you don’t have access to app store data and relevant and trending keywords and phrases.

App Creatives that Convert

5 – Optimize your icon with a focus group

How many users will find your app and decide to download another app with a better icon and screenshots? You only have one chance to make sure users are choosing your app. Improve Click Through Rates by using focus groups, polling your existing customer base, and/or your social media networks to help select which icons and screenshots are more interesting and more likely to drive action.

6 – Optimize your screenshots

Clearly communicate and highlight the key features and hooks of your product to your demographic. Screenshots are a great way to reinforce features and highlight the key phrases your target audience is using when searching for apps. We have compiled some tips for submitting screenshots here.

Your App’s Metadata – Keywords, Title and Descriptions

7 – Optimize your App’s title

We suggest putting your brand name first, followed by 3-5 words which describe the purpose of the app. For the best results in search, include the most important keywords in your title. The goal for the app title should not only be to optimize for rankings or search results, but also to convert potential users to your app. Does the title define your app and its best features to your target demo?

8 – Identify and finalize your keywords

Which keywords are relevant and trending in your category? How many keywords can be built around your core “seed” keywords which will make as many 2-3 keyword phrases as possible?

  • What are your app’s key features? We made a list of features in Step 2. Now use Datacube to determine if those features have search weight.
  • What phrases and features continually surfaced in our review mining exercise in Step 3?
  • What keywords are your competitors targeting? In Step 4 we made a list of competitor’s keywords. Using Datacube we can determine if those keywords are a good use of the limited space.
  • How does your demo usually search for these terms? In Step 1 we made a note of our target user group. By communicating with our beta group we can learn the language they use.

9 – Optimize your description to support your positioning

In Apple’s App Store, the app description should be used to highlight core features, and reinforce expectations set by the icon, title and screenshots.

NOTE:  The description is read by someone at Apple who is reviewing your app to determine if the keywords match the description.

If the keywords are irrelevant or use brand names they will be removed from the title and keywords field.

Google Trends vs Apple App Store Trending Search

Google Trends vs Apple App Store Trending

Since the release of iOS8, Apple has displayed Trending Searches in their app store.

We have been tracking Apple App Store and Google Play data since 2011, and have seen just how different web search is from app store search.

We thought it would be interesting to take a look at how what Google reports as trending search data via web search in “Google Trends” differed from Apple’s App Store “Trending Searches” data.

Going into this data collection and comparison project, I was predicting a few things:

  • user intent was going to help explain the majority of any differences between the search engines reported trends
  • the zeitgeist, the breaking news items, the big events would drive a lot of the similarities…

Google Trends = Google search across their web search engine (could include Images, Videos and News – but does not appear to include Google Play search)

Apple App Store Trending Searches = Trending keyword and phrases in the App Store (not all of iTunes – so no movies, books, music etc..)

Let’s jump in!

We started this experiment Sunday, Feb 22nd – which just happened to be Oscar night.  This gave us a lot of trending searches for both Google Web Search and Apple App Store Search to compare.

My iTunes account is US based, so to compare apples to apples as much as possible – I look at Google Trends in the US only.

Both search engines update their trends often, it seems hourly in our samples – but both with some delays.

Google Trends on Tuesday AM (eastern) showed top trends for Monday, with 1 or 2 trends shown for Tuesday.  Presumably, during the day the “Tuesday trends” materialize and the list grows and then can be seen in its entirety Wednesday.

Apple does not time stamp their trending searches, implying that these terms are trending “right now”.

Based on our small sample – there seems to be evidence of a similar lag in Apple Trending searches – which we will show in moment.

Since Google shows updates hourly, and Apple appears to have some small changes at least hourly – I started looking at each engines trending data hourly.

Boring….

There just wasn’t that much changing hourly – so I started grabbing screenshots 2-3 times daily from each search engine (Google web search and Apple App Store Search).

Some findings and insights

Google Trends looks much more like Twitter Trends than anything in the Apple Trending Search data

Tons of trending searches for Oscar Winners, breaking news subjects, etc…

This is one example of the trending data taken the same time (and day) – 11:30 pm eastern Sunday, Feb 22nd:

Sun Night - Google

Google Trends is starting to show trends based on the beginning of the Oscars and events from the Red Carpet (about a 3 hour delay from “real time” events occurring)

Apple – during the oscars on Sunday night…..

Apple Trending Search - Sunday

ummmm…..what’s the Oscars?

Apple’s Trending Searches are both delayed and can be heavily influenced by non-app store campaigns

So is there some delay or will Apple Trending never show anything related to the Oscars?

Are the app stores operating in their own universe, immune to the effects of the non-mobile app store zeitgeist?

On Monday the 23rd, at 11 am eastern – Google only showed trends from Sunday night (no Monday results), and almost all are Oscar related…

Monday Google Trends Monday Google Trends 2

And Apple showed:

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The “Watch ABC” app was being heavily promoted during and before the Oscars as a way to see backstage clips, etc..  Essentially vying for the second screen space during the show.

But by the time this registered as trending in Apple’s App Store – the Oscars were over (hey – you can still watch “Dancing with the Stars”).

What about “aa”?

Maybe “aa” is a search for the Academy Awards, but based on the results of that search, more likely it is for the game “aa” that was the #1 strategy game and 21st overall app in the app store on the 22nd.

Even so – the search engines (web and app store) are being searched by users in the same universe, responding to external events – but not in the same way, or same events.

What surprised me here was both the delay in what Apple reported as trending, and how little impact a huge event like the Academy Awards/Oscars had on mobile app store search.

I would have at least expected a trending search related to IMDB, some celebrity games or something related to this event…  Maybe later in the week?  Are the results delayed even more than 12-24 hours?

Let’s take a look later in the week

Tuesday PM – Google:

Tues Night - Google

Same time and day – Apple:

IMG_1098

There is almost zero overlap in search terms and trending search terms or topics.

Even accounting for a delay – where what is trending on Twitter “now” is trending on Google in 3 hours is trending in the Apple App Store tomorrow – still no overlap.

Wednesday AM showing trends from Tuesday:

Wed AM - Google

Wed AM 2 - Google

And here is Apple Wednesday:

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Even accounting for delays – there is zero overlap for Tuesday on Google Trends and Wednesday on Apple Trending.

Of all the screenshots of Google Trends and Apple Trending over 5 days, 3 times daily – there were only a few matches of any kind.

One was comparing Google Trends on Thursday (showing Wednesday’s results), and Apple Trending Thursday AM.

Thursday AM on Google trends, showing Wednesday’s trending searches:

Screen Shot 2015-02-26 at 10.12.36 AM

And here is Apple on Thursday afternoon:

IMG_1113

The 5th trending search on the web is referencing the same topic as the 2nd highest trending search on Apple.

Even though the subject of the searches have some overlap – where Google Trends show Oscar related searches, and Apple shows an Oscar related search with the “Watch ABC” app, the way users search – the words and phrases they are using to search, are not the same.

Apple trends is still a fairly new addition to the app store experience, and could likely go the way of “apps near me” and other attempts to show Apple users interesting or relevant apps.

For now – the main takeaway seems to be web search is very different from app store search regardless of external events, in no small part because user intent is so different.