Jampp - Joana Picq - Mobile Retail Summit


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Jampp - Joana Picq - Mobile Retail Summit

  1. 1. joana@jampp.com The 10 Commandments of Mobile App Marketing: Practical Tips to Future-Proof Your Campaigns by Joana Picq
  2. 2. joana@jampp.com Misconception OnlineOffline ≠
  3. 3. joana@jampp.com Reality
  4. 4. joana@jampp.com mCommerce Trends Smaller Screen - Stronger Connection Complementary Seasonality to eCommerce Brand Awareness Drives Better Conversions Better ROMI than Web
  5. 5. joana@jampp.com Mobile web or app? 87% of all mobile activity is done through apps Duh.
  6. 6. joana@jampp.com App promotion is chaotic
  7. 7. joana@jampp.com App marketing pains Traditional digital agencies have no expertise nor technology to deliver mobile app users. Difficult to measure ROI The ultimate goal is to maximise mobile revenues, not installs. Complex to measure how effective each device, creative and traffic source is. To achieve 1000s installs in a month is easy. Scaling is hard. There are +250 Mobile Ad Networks, very fragmented with limited and duplicated inventory. Too many sources Users don’t stick Only 5% of users continue to use the app after 6 months.
  8. 8. joana@jampp.com The 10 9 8 Commandments of App Marketing
  9. 9. joana@jampp.com 1. Thou app shalt not suck
  10. 10. joana@jampp.com
  11. 11. joana@jampp.com 1. Thou app shalt not suck Don’t have your web guys design your app Don’t be a catalogue - be a useful app Easy log-in, easy check-out, easy payment Push Notifications! Test it before spending money!
  12. 12. joana@jampp.com 2. App Store Optimised
  13. 13. joana@jampp.com 2. App Store Optimised Description must match marketing. Use keywords in title and description. Keep an eye on reviews. Screenshots are your vitrine.
  14. 14. joana@jampp.com 3. Measure properly
  15. 15. joana@jampp.com 3. Measure properly In-app Tracking ≠ Marketing Attribution Use MAT, AdJust, Ad-x, Appsflyer… Track both Installs and In-App events Track your Cost per Purchase and ROI Prepare for Re-Targeting
  16. 16. joana@jampp.com 4. Set an objective
  17. 17. joana@jampp.com 4. Set an objective Market Share? Category Leader? 1,000,000 users? £1,000,000 in revenue? Viral traction / “x” K factor? To be in the “top of the rankings” is NOT an objective
  18. 18. joana@jampp.com 5. Only spend CPI keeping an eye on CPA
  19. 19. joana@jampp.com 5. Spend only CPI/CPA Focus on building a kick-ass App Buy CPI and track ARPI Pick Your Battles: Volume X Quality X Price Install -> EventImpression -> Click ->
  20. 20. joana@jampp.com 6. Build a gazillion creatives
  21. 21. joana@jampp.com Creatives are the key to optimization. Have banners that speak to each customer. Build variations, constantly. Check http://getjampp.tumblr.com for a guide 6. Build a gazillion creatives
  22. 22. joana@jampp.com 7. Know what you are buying
  23. 23. joana@jampp.com How much for 1kg of Android Installs?
  24. 24. joana@jampp.com What determines CPI? OS/Platform (iOS, Android, etc.) Incentivized or Non-incentivized App Size (MB) Daily Volume Goal Country / Other targeting
  25. 25. joana@jampp.com 8. Start small!
  26. 26. joana@jampp.com Start with a small test budget, in few countries Analyze results, improve the app/creatives Take a “lean” approach 8. Start small!
  27. 27. joana@jampp.com So… the 8 commandments 1. Thou app shalt not suck 2. App Store Optimised 3. Measure the right things 4. Set an objective 5. Spend only on CPI basis 6. Build a gazillion creatives 7. Know what you are buying 8. Start small
  28. 28. joana@jampp.com App User Acquisition and Retargeting +3,000,000 App Installs in 350 campaigns every month+200 Billion monthly impressions We manage your entire app promotion and re-targeting process by planning, executing, tracking and optimising your mobile advertising across +150 networks, RTB Exchanges and large publishers. App Installs Re-targeting
  29. 29. joana@jampp.com Q&A Joana Picq - Head of International @jopicq @jampp joana@jampp.com