Fiksu presentation at CMO Mobile Summit: Brand Strategies for Mobile App Marketing. May 2013.
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Fiksu presentation at CMO Mobile Summit: Brand Strategies for Mobile App Marketing. May 2013.

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    Fiksu presentation at CMO Mobile Summit: Brand Strategies for Mobile App Marketing. May 2013. Fiksu presentation at CMO Mobile Summit: Brand Strategies for Mobile App Marketing. May 2013. Presentation Transcript

    • Brand  Strategies  for     Mobile  App  Marke5ng   Rico  Wyder   APAC  Director,  Fiksu  
    • •   Best  of  class  solu5ons  for  en5re  mobile  app  food  chain   •   Result:  generate  large  volumes  of  loyal  users,  cost  effec5vely     App  Marketer   Aggrega5on  layer  for  the  en5re  mobile  ecosystem   Mobile  Ad   Tracking   Op5miza5on   Marke5ng   Analy5cs   Traffic   Sources   Loyal  Users  
    • Agenda   •  The  mul5-­‐billion  dollar  mobile  app  economy   •  App  marke5ng:  a  new  fron5er   •  Mobile  app  marke5ng  best  prac5ces   •  A  new  look  at  the  no5on  of  engagement  
    • Mobile  Apps  Offer  Big  Opportuni5es…   US$19B  Mobile  apps  and     adver5sing  revenue  in  2012   (MARY  MEEKER,  DEC  2012)       US$74B  Revenue  will  be  generated   by  mobile  apps  in  2016   (GARTNER,  DEC  2012)       75%  Mobile  searches  trigger     follow  up  ac5ons  –   55%  convert  within  one  hour   (NIELSEN,  MAR  2013)       182B   App  downloads  by  2015  
    • …With  Big  Opportunity  Come  Big  Challenges   1.5M  Apps  in  the  App  Store     and  Google  Play   42%  Respondents  said   measurement  &  ROI  biggest   mobile  marke5ng  challenge   (FORRESTER  RESEARCH,  SEPT  2012)   200+  Mobile  ad  networks     15K  New  apps  launched     each  week  
    • Brands  and  Mobile  Apps     •  It’s  no  longer  enough  to  “just  have  an  app”   •  Apps  are  more  than  another  channel  –  they're  a   business   •  Mobile  apps  need  to  be  integrated  into  brands’   business  models  and  overall  marke5ng  strategies  
    • Mobile  Minded  Brand:  Coca-­‐Cola   •  Created  a  Mobile  Center  for  Excellence   –  collaborate  and  create  best-­‐in-­‐class  mobile  marke5ng   programs   –  share  and  learn  best  prac5ces   –  evolve  their  strategic  approach  to  mobile     •  Mul5  app  strategy   –  Thema5c   –  Regional   •  Opportunist  programs     –  Branded  app  for  London     Olympics   –  well  integrated  into  larger     marke5ng  efforts  
    • App  Marke5ng:  A  New  Fron5er   •  App  marke5ng  is  a  new  world;  different  than  what   tradi5onal  marketers  are  accustomed  to   •  Disparate  mobile  channels   –  Non-­‐incen5vized  ad  networks,  incen5vized  networks,   social,  direct   –  Mobile  web,  SMS,  QR  codes,  etc.   •  Different  marke5ng  &  measurement  goals   –  Rank,  Downloads,  Installs,  Organic  Users,  Loyal  Users   –  Cost  per  Download,  Cost  per  Install,  Cost  per  Loyal   Users,  Revenue,  etc.   •  Mobile  ecosystem  measurement  tools  s5ll   maturing  
    • Mobile  App  Marke5ng  Best  Prac5ces   •  Market  your  app  across  mul5ple  mobile   channels   •  Use  op5miza5on  to  drive  marke5ng   performance   •  Set  strategic  app-­‐oriented  marke5ng  goals     – target  engaged  loyal  users  
    • Market  Your  App  Across  Mul5ple  Channels   Non-­‐Incent  Networks  &  Aggregators   Social   Publisher  Direct   RTB  Exchanges     Incen5vized   Incorporate  vast  global  inventory  
    • Integrate  and  Op5mize   •  Success  hinges  on   effec5ve  use  of  a  range   of  traffic  sources   •  Measure  everything   across  all  sources  
    • Target  Loyal  Users   •  Based  on  your  key   performance  indicators   –  Repeat  usage   –  In-­‐app  purchases   –  Leads   –  Registra5ons   –  Sale  of  physical  goods   •  Average  cost  to     acquire  loyal  user:     US$1.20  –  US$1.50*   *Fiksu  Index:  measures  loyal  user  as  someone  who   open  an  app  3x  or  more     Media  Impressions   Conversions   Loyal  Users   INSTALL  APP  
    • Mobile  App  Engagement   Post-­‐install,   users  may  engage  with   the  app  at  least  10x   Media  Impressions   Conversions   Loyal  Users   App  Launches   Purchases   Registra5ons   Social  Sharing   INSTALL  APP   Pre-­‐download  campaign  
    • Large  Consumer  Packaged  Goods  Brand     •  Branded  app,  part  of  mul5-­‐app  porlolio   •  1.2  million  app  engagements   •  Cost  per  download:  $.15   •  Cost  per  app  engagement:  $0.02       Plus:  Ten  million  pre-­‐download  impressions   Plus:  benefit  of  persistent  on-­‐device  presence  
    • Quick  Service  Restaurant  Chain   •  Sustained  program  to  establish  a  mobile  presence  for  its   brand  suppor5ng  10,000  loca5ons  worldwide   •  Overall  Rank:  from  120  to  18   •  Downloads:  from  3k/day  to  30k/day     •  6.7M  app  engagements   •  Cost  per  download:  $.33   •  Cost  per  loyal  user:  $.82   •  Cost  per  app  engagement:  $0.07   Plus:  750M  pre-­‐download  impressions   Plus:  benefit  of  persistent  on-­‐device  presence  
    • Choose  a  Proven  Mobile     Marke5ng  Technology  Partner   •  Navigate  unfamiliar  channels   •  Overcome  mobile  ad  tracking  challenges   •  U5lize  massive  data  trove  of  app  ac5ons   •  Integrate  repor5ng  –  single     entry  point  into  all  data   •  Tap  into  knowledge,     exper5se,     best  prac5ces  
    • Contact  Fiksu   rwyder@fiksu.com   www.fiksu.com   @fiksu   Download  free  eBooks     and  white  papers   www.fiksu.com/ebooks   Thank  You!