This document discusses various topics related to app usage, development, marketing and monetization. It provides statistics on time spent using apps from sources like Flurry and Gigaom. It also discusses differences between smartphones and tablets, and considerations for app design and development like usability, strategy and business models. Specific examples are provided, such as the Die Macht app and potential app marketing packages. Overall the document offers an overview of important app industry trends and best practices.
27. TABLET - SMARTPHONE.
Tablets are portable, while smartphones are
pocketable.
Tablets are mostly used in the living room, while
smartphones are used within the home and also on the
go. Mobile phones are also the most personal devices
we use, while tablets are often shared with spouses,
partners, or children.
39. DIE MACHT HISTORY.
1 year Start of show
Scribble Prototype App
(14 May, 2012)
40. DIE MACHT LEARNINGS.
• The App as a small piece of the puzzle
• Backend / Editor‘s cockpit
• Integration in TV: Technical and format challenges
• API towards web frontend „Soviet TV“
• The app as a problem solver
• Lean functionalities with high usability
• Instant feedback in the app and in the TV show
• Call to Action: „Vote!“ in „Question of the day“
53. THE CHALLENGE.
Time for customer acquisiton: 10 sec
Time for customer retention: 30 sec
54. MARKETING ACTIONS
A. App Check
B. App Store Optimization
C. App Push
D. App Campaign
E. Facebook Marketing
F. App MarCom
G. Alternative Marketing (Ambient, Guerilla, ...)
57. APP CHECK.
• Panel-based test and review of the app
✦ Basis: 5,000+ crowd-sourced panel members
✦ Definition of relevant use cases
✦ Use case based tests of the app‘s functionality and user flow
• Result of analysis
✦ Deficit analysis of the user interface
✦ Aggregated list of deficits and improvement proposals
✦ User videos accessible via secure online-platform
62. APP STORE OPTIMIZATION.
• App Store Optimization
✦ Analysis of the app‘s presentation in the App Store
✦ Recommendations regarding:
✦ Title
✦ Tags
✦ Description
✦ Screenshots
✦ Create amazing screenshots and/or banners for App Store and Web
✦ Translate all texts into the respective App Store languages
71. Preparation
Campaigning
Start
• App Campaign
Start of
Campaign
ca. 1-3 weeks ca. 2-3 weeks
✦ A performance oriented marketing campaign
✦ Goals of the campaign are:
✦ Increase visibility of the app for the target group
✦ Support and prolong the initial App Push
• Performance Networks (e.g.) iAd, Millennial, Leadbolt, Adfonic, Admob, Trademob...
✦ Average KPIs
✦ CPC: €0.2 - €0.5
✦ CTR: 0.4 - 0.8%
• iAd Conversion (Installs/Clicks): 7-10%
• iAd CPI: $3,50 - $4
App Push & Campaign
App Blogger / Reviewer Pitch
App Marcom
Create Reviewer/Blogger list
create Social Media Kit
create Advertising Material
87. Start of
Campaign
ca. 1-3 weeks ca. 2-3 weeks
Preparation
Campaigning
Start
Create Reviewer/Blogger list
create Social Media Kit
create Advertising Material
• Blogger / Reviewer Pitch
App Push & Campaign
App Blogger / Reviewer Pitch
App Marcom
✦ After the positioning within the App Store the crucial criteria for app
downloads is recommendation through blogger and reviewer websites.
✦ Parallel to PR action you should research which opinion leaders,
bloggers and websites are fit to review and advertise the app.
✦ The blogger/reviewer pitch consists of research, choice and addressing
these multiplicators as well as create an information pack about the app
related to the target group (Social Media Kit).
✦ One element of the blogger/reviewer pitch is to monitor clicks and
downloads resulting from blog posts and reviews based on use of
special widgets (with or without integrated SDK for monitoring).
91. GUERILLA MARKETING.
Travel discovery
app Tripl hands out
fake parking tickets
at Y Combinator
Demo Day which
invites recipients to
take a trip with Tripl
to „avoid penalty“