What We’ve Been Thinking
search, mobile, app marketing, events and some random stuff.
search, mobile, app marketing, events and some random stuff.
Well. It’s been a year since I started miratrix. I can’t remember the exact date but I was laid off from my job a few days after my birthday. I’ve decided to keep things simple and make miratrix’s birthday the same day as my own, January 16th. One less thing I need to remember.
I wanted to do something nice. You know, put some karama back into the system. So many people have helped me and given me great advice and direction up until this point and I’d like to put something back. I thought this would be a good way to do it!
We are going to give away a free App Marketing Audit, worth £3,500, and help the lucky person or company to see our recommendations to the end!
What Do You Get?
Audit current activity
App Page CRO recommendations
In-app engagement strategy
I’m not going to make this hard, tricky or annoying. All you need to do is put your name in the hat…the virtual hat that is. Enter your details in the form below and I’ll throw all the names in a hat and pick a lucky winner!
I’m literally going to print out every name, put them in a top hat and pick the winner. I’ll even do it on video so that you can all see.
It’s not been much of an exciting week in the app world this is probably because CES has been gobbling up all the press! In saying that there were a couple of interesting things and here they are in short, sweet fashion!
Creating an app for the sole purpose of being acquired by Google has become a popular business model. Last week we talked about Flock this week we have a new acquisition. This week Google has adsorbed Bitspin, the company behind Timely App.
It looks as if Apple want to add to their already superior camera function by acquiring SnappyApp (I think I should rename these articles to The App Acquisition Times). The app is has been removed from the store and their site had been taken down. You’ve got to say Apple moves fast.
Three in a row this week for app acquisitions for the big boys. Aviate is a pretty cool app (in concept because I couldn’t get a beta pass until I tried it this very minute). It arranges your screen based on behaviour and usage. It’s for the person who can’t be bother creating screens and screens of apps. Those that don’t live and breath through their phones.
We couldn’t have got through this weeks issue without mentioning CES Vegas 2014. Panasonic, you need to give it to them they do their best to innovate and try new things. A lot of companies can’t legitimately make that claim.
Philips are integrating Google Play into all of their Smart TV’s. As an app marketer you in to consider how this will affect you app usage and how you are going to cater to that change. Obviously this won’t affect all apps but if your if you are a multi-media app e.g. music player/streamer, video or gaming app you need to start thinking about how the in-app interaction will change and cater to this.
With CES and all the acquisitions the news hasn’t left us much room for innovation but it’s early days in 2014. Hopefully the coming weeks will bring some cool apps and useful innovation.
As you can imagine I download and play around with a lot of apps. More apps than you can shake a stick at. This is how the Blippar post came about. Since then I’ve been thinking, ‘Maybe I should tell people when I find a good app’ and that’s what I’m going to do from now on.
If you’re like me you will check the permissions apps requested before installing. If you don’t do this, start right now!
A good example was an LED torch app that wanted my location and access to my contacts. No mi gusta! As you can imagine that didn’t get installed. The problem is that sometimes you forget to check or are in a rush and don’t. It’d be nice to have something that checks permissions for you and keeps you up to date on any apps permission changes.
That’s right. There is an app to help you keep track of permissions, fight the bad guys if you will, and the one I’ve been using is called Clueful. It’s simple, easy to use and has an absolute gentleman of an icon. How couldn’t I trust these guys to keep me on the straight and narrow and defend me from the darker side of the app stores?
I don’t know the technicalities, all I know is that Clueful categorises apps into three tiers: High Risk Apps, Moderate Risk Apps and Low Risk Apps. They use a traffic-light colour code to warn you. It couldn’t be simpler.
And There’s More
Not only does Clueful ‘traffic light’ your apps but it also scans new apps and updates itself to categorise them. It pushes to tell you that there has been a change as well as what category a new app fits into. It’s simplicity made so simple it’s simple enough for simpletons like me. I recommend downloading and testing this app out. Prepare to be surprised with the result.
*In an English Victorian accent* Clueful, we at miratrix extend our hand in respect to you. Keep up the good work, Sir!
The questions I am asked most often about the app marketing world are, ‘What keywords should I use for my app’ and, ‘What tools do you use for app store keyword research?’. You’ll all understand the answer I give, and it’s well worth knowing (even if it’s one of my more complicated insights). Here goes: we don’t get keyword data from Google or Apple and based on what Google are doing in the SEO world I would suggest that Google certainly aren’t going to consider making this data available any time soon, if ever.
My tactic tip
This post will show you a specific tactic that I use to try to gain a greater understanding of app keyword targeting outside of the usual ‘look at Google AdWords’ that most people tell you. It also helps me get a picture of what time of the week people are more active in search for the product/ service you sell.
In this case we have data from a fashion retailer throughout December which excludes their brand phrases.
Keywords taken from users who are on mobile device browsing your site are about as close as you’ll get to actual keyword data for mobile from Google. You need to make a couple of assumptions when using this data.
Firstly, people are searching on Google using their mobile device in the same way that they would in the App Store or Google Play. Secondly they aren’t going to put more effort into searching, for example writing longer phrases for Google, than they would the App Store or Google Play. Finally they will use the ‘Google Suggest’ functionality in the same way they would in the App Store and Google Play.
Looking at the graph below you can see the season’s spikes and troughs over Christmas and when traffic came back to that specific industry. Using information like this can help you understand the user’s behaviour and when you can expect peak traffic across various keywords and keyword sets.
Unfortunately I can’t show you the keywords my client ranks for in mobile but I can show that they do rank for a variety of phrases, 263 to be precise. That’s a good start for app keyword research.
Sort the data how you like. In this case I sorted by volume but you may want to sort by time on page, revenue, transactions. Whatever your KPI is, that’s where you begin.
So you’ve got this data. What the hell to do with it!?! Firstly you need to remove keywords with anything under five, at least. Few things will convert with such low search volumes. Ideally you’d only deal in double digit traffic phrases – triple is even better!
Secondly you want to look for themes of words. Are people using particular words regularly? Do the words follow certain orders? There is no hard and fast rule. It takes practice and testing to understand what words will work. Once you’ve identified a theme or some sort of regular pattern, you can begin to work these variations into your app title and app description.
Don’t use one keyword set as a crutch simply because it earned you a few good results. Another set could easily trump that result so make sure you have a plan in place for testing different themed keywords. Be brave about failing. Failure is a lesson learned. The risk is minimal because you can always revert to the more successful set in a week or so.
SEO Keyword research is easy to learn and difficult to master. App store keyword research is doubly hard but never despair, keep practicing and learning. It’s taken me years working with multiple brands, sites and apps to gain the knack for it but it can be done and you’ll get there eventually.
Here is a link to the custom report in Google Analytics that I’ve build for identifying mobile traffic. All you need to do is navigate to Acquisition > Keyword > Organic and open the report.
Let me know how you get on with the report. Tell me if you find it useful or if you’ve got any questions, please ask away.
Hi all! Welcome to a New Year!
I’ve decide that in 2014 I’m going to talk more in blogs, video’s, twitter and also in a couple of other places. This change will either make you cry or smile…not sure you will jump for joy though; some of you might.
The first thing I’m going to do on a weekly basis is write a round up of what’s been happening in the app world. As you’ll have no doubt have guessed it’s called The App Store Times, very original I thoughr. It will contain anything from security breaches to acquisitions, to app store updates which have hammered your downloads! Anything that is interesting in the world.
Yahoo have failed to get any of their 10 App’s into the Top 100 of the Apple App Store. Not even the much loved Flickr app managed to get in there. If Yahoo want to become synonymous with mobile they are really going to need to pull something out of the bag in 2014.
Based on their apps at the moment they are trying to compete in super competitive places, weather, sports, news, chat etc. Maybe it’s time that Yahoo developed something useful and niche. Come on Mayer! Put the R&D team to work, maybe try an early days of Apple approach…
If you don’t know what Flock does. Flock makes Bump which, you may have guessed, allows you to bump your phone’s together and share files, contacts etc. Google acquired Flock back in September at the time it was all fine and nothing was to change, until now.
I’m not sure if Google are planning on implementing this directly into Android or if they just wanted the brains behind it. We do know that they are working on Android Beam and this would work nicely with it. The team at Flock are now being assimilated (sorry, had to use that word) into Google and are focusing on other projects which leave no time to maintain the Flock and Bump apps. Kind of makes sense.
The next few months will be interesting from a hardware perspective. You’ll all know from posts that I think that Apple and PayPal are trying to kill NFC. If Google release beam and it’s entirely Bluetooth LE then I think it’s fair to say that NFC is about to take a long walk off a short peer.
…in full disclosure. I’m in the Bluetooth LE. BT4 LETS GOOOO!
Good luck to Meizu. I’ll be keeping an eye on this.
Well. That’s it for this issue. Hopefully you’ve found it useful. If you’ve got more info on the topics or have your own opinion please chime-in in the comments.
Ciao for Now!
This post is a little later than I wanted it to be but it’s been a good, hectic October/ November. After the best part of two weeks away from HQ I have returned to the motherland with stories of a Big Green Machine…there was also a blue one but that’d only confuse the post.
After Tech OnYou (which was the first event we’ve ever sponsored) was a wrap I headed to Droidcon London. I was interested and excited but expecting to emerge feeling slightly less clever than I did when I went in.
My inability to code was not as big as a problem as I first thought. I expected some of the talks to be highly technical and just waaay over my head but they weren’t. I may have deliberately sought out the less technical talks but all in all everything developers were doing had a solid actionable purpose. Everything from medical, to car tracking to gaming.
There was literally something for everyone.
There were a couple of things that made me wish I was a developer, wish that I could do that stuff. As I’m essentially a big child you’ll not be surprised that the displays I found the most impressive were using mobile devices to control robots and drones.
Sony demoed at Tech OnYou bringing their Watch2 which controlled a Lego robot that reminded me very much of something from the Terminator films. Check out the video of me mucking around with it.
…ignore my clumsy camera work at the end.
David Smart blew my mind when he pulled out a quad copter drone which he and his son had built and which was controlled by their Android phone. He did confess that we couldn’t use it at the conference because it was currently experiencing stability problems and the propellers easily cut flesh, while revealing the BIG scar on his arm. Nevertheless another very cool and interesting use of a mobile app.
We might not be too far away from having drones for the home. Check out this, albeit spoof, of a Domino’s pizza being delivered by drone. The Domicopter.
My entire exposure to the Epson brand is printers, ink jet printers to be specific. But guess what? Epson are at the forefront of wearable technology. They’ve developed a wearable monitor: the BT-100 Moverio.
That’s right, a 3D display which you wear on your head. It’s not sexy or cool looking, in fact it’s pretty terrible looking, but it works a treat. It is good fun playing games on it, you get the feeling that the objects are in the room with you and feel that others should see it as you do.
Epson are looking for mobile app developers to build good apps before they move things forward in the design front. No point in spending millions on designs if users can’t find a use case.
I’m going to do my best to get back down to Droidcon next year. Can’t wait to see how much further the controllers have come and see what new uses for Android that developers come up with.
This post is a little off the usual marketing beat. Don’t worry, we’ll be back down to business next time!
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