Hands-on with Marketing in a Box
This article deals with utilizing the Marketing Guidance document and Digital Marketing Toolkit that Nokia provide to developers as part of Marketing in a Box. In particular, I will be applying the guidance and assets to one of my applications Weight Watchers Calculator.
Note: This is a community entry in the Series 40 Webinars - Contribute and Win Competition 2013Q1 with Marketing in a Box competition.
Through research, Nokia have found that 58% of app developers are looking for guidance when it comes to marketing their applications. Marketing in a Box (MiB) is an initiative created by Nokia to provide assistance to those developers. The MiB page iitself consists of two parts. The first part (Marketing Guidance) is a series of videos and a document that talks about what a developer should consider before marketing an application. The second part (Digital Marketing Toolkit) is an application that generates digital marketing assets (images, videos, banners, website) that a user can use in order to promote their app.
The Marketing Guidance page provides a collection of videos that provide a summary of what a developer needs to consider before, during, and after an app launch. The real meat of the Marketing Guidance comes in the document that is linked to on the page called "A Shortcut to Marketing Success". The document consists of the following six chapters.
- Owned media preparation
- In-app business models
- Bought and earned media
- Launch preparation
Warning: Before I start with a review of the guide, I would have one minor criticism that it isn't immediately obviously that the guide even exists on the page (it's linked to from an image). Given the fact that some of the entries to this Wiki competition make no mention of the guide whatsoever, I think that the MiB team would need to consider making it more obvious that the document exists (perhaps even converting it to a HTML UI component that stands out more than a static image at the bottom of the page.
Owned media preparation
In-app business models
Bought and earned media
MENTION THE MOST WANTED FEATURE LIST THAT A LOT OF ANDROID APPLICATIONS USE.
Digital Marketing Toolkit - nuances and bugs
1. Digital Marketing Toolkit names.
The first thing I noticed when I went to create my Digital Marketing Toolkit was that the name of my app exceed 25 characters (my app name was actually 26 characters), so this required me to remove one of the spaces. This field should probably have the same max length attribute as an app name has in the Nokia Store.
2. Digital Marketing Toolkit category duplication.
The next thing I noticed was when specifying the category for my application in the toolkit was that there was duplication of some of the category names. This drop down needs a little bit of tidying up as well.
3. Limited images for video creation.
Having the toolkit linked to the images where your application is hosted on the Store is definitely useful, but I would have liked to have had the chance to overwrite these images with my own. In my case, the images for my app on the Nokia Store were too low-res and unfortunately came out a little grainy on the video.
4. Possible issue with Screenshot Selection heading.
When crating the banners under the Screenshot Selection heading, I was presented with these images. Perhaps I missed something, but I am not sure what these are supposed to represent.The images certainly don't seem to sync with the Live Preview.
5. Syncing assets with Youtube.
Another thing I found was when linked the newly created video with my Youtube account, I needed to go back and try again twice. I am not sure why this happened as I was logged into my Youtube account, but it was awkward having to use the browser back button rather than the application asking me did I want to try again. Also, I would suggest that when syncing video with Youtube, that Nokia provide the format that it expects when linking with a Youtube channel or video.
Digital Marketing Toolkit - possible improvements
1. Facebook cover page banners.
Facebook allows a user to update the cover page (i.e. the masthead) of their profile with their own user image. It would have been useful if the banner creation tool could have created a cover image using the preferred dimensions (851 pixels by 315 pixels). I did use one of the images created by the Digital Marketing Toolkit (967 pixels by 277 pixels) which Facebook re-sized quite poorly. To see the result, click here to view the Facebook page for my application.
2. Twitter header image.
Like Facebook, Twitter also allows a user to update their header image. While I was able to adapt an existing image that was generated by the Digital Marketing Toolkit, it would have been nice if the tool had developed a custom image specifically suited to Twitter (Twitter recommends using dimensions of 1252 pixels by 626 pixels). To view my updated header image, please visited the Twitter page of my application here.
3. Integration of created assets into the Nokia Store.
The Nokia Store already allows a user to provide their e-mail and website addresses, I think it should be extended to include a link to any possible Twitter or Facebook accounts that the app developer may want to include. It might also be helpful if the toolkit also allowed a user to specify if they wanted the newly created spotlight and marketing assets to also be uploaded to the Nokia store rather than having the user download a zip file, extract the files they want to upload, and then push them to the Nokia Store.