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Mobile Web and Apps World New Orleans Session 7 mobile web and apps super practices

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Mobile App Marketing Super Practices: Strategies that Accelerate Mobile App Business Growth …

Mobile App Marketing Super Practices: Strategies that Accelerate Mobile App Business Growth

Hear Steve Bagdasarian, mobile app marketing authority, industry speaker and VP at Fiksu, explain how to unlock the secrets to generating large numbers of downloads by the users you value most. You’ll learn proven marketing approaches used by leading mobile app businesses to increase app store ranking and drive large download volumes – from profitable, loyal users. In this session, you'll:
Learn how to drive downloads from profitable users
Hear about leading-edge mobile app marketing tools used by leading businesses
Learn methods to increase download volume and reduce user acquisition cost

Steve Bagdasarian, Director of Business Development - Fiksu

Published in: Technology

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  • 1. Mobile App Marketing Super PracticesStrategies that Accelerate Mobile App Business GrowthPresented by Steve BagdasarianDirector, Business Development, Fiksu
  • 2. Being Discovered – Increasingly Difficult Over 1 Million Mobile Apps And Counting. 
  • 3. App Marketing DilemmaPaying for traffic  ‐ ad networks, incentive‐based networks and RTB exchangesMarketing MeasurableBudget? ROI ? Public relations, social media, hoping to be a featured app
  • 4. The Reality for App Marketers• Very time consuming – resource intensive• Spend to reach user acquisition goals• Often overpay• Focus on download volume• Hope for users who convert
  • 5. Super Practices for Acquiring Loyal Mobile App Users
  • 6. Super Practice #1  Work with Multiple Traffic Sources  • Reach your largest potential audience• Identify the best performing sources• Realize the lowest‐possible acquisition• Avoid saturation which results in higher  acquisition costs 
  • 7. Super Practice #2  Focus on Acquiring Loyal Users • Users who take an action that ties back to ROI • Purchases, repeat Usage, registration• Move from: Volume‐based Download Acquisition model to ROI‐based Loyal User Acquisition model• Scale business in ROI‐positive way
  • 8. Super Practice #3  Drive Downloads from Organic Users• Users who download your app without  marketing influence• High lifetime value• Propensity to become your loyal users• Organic lift – The natural “coattail effect” that conversions  have on the acquisition of organic users
  • 9. Super Practice #4 Optimize Ad Spend – in Real Time• Track marketing data in real time • Optimize ad spend to sources generating the  most efficient results • Improve ROI
  • 10. Super Practice #5 Determine Optimal Category and Rank • Target category and rank that generates the  most loyal users for the lowest cost possible • Consider whether your app can do better in  an alternative category• Consider category when setting your rank  target
  • 11. Super Practice #6  Test Multiple Creative• Test ad units for: – Cost per click – Cost per conversion – Cost per loyal user• Understand the overall funnel but most  importantly the cost to generate loyal users by  ad unit
  • 12. Additional Super Practices7. Insulate your app from variations of available  traffic at a given bid8. Consolidate reporting from the networks to  make it easy to compare and measure results9. Target best‐performing days of the week10. Define a target cost‐per‐conversion
  • 13. Additional Super Practices11. Write landing page copy and app title for  conversion, consumption on mobile devices,  and SEO12. Use short and punchy ad copy
  • 14. Case Study:A New App Gets Scores of Loyal Users• New receipt management app  for multiple platforms• Lets users store receipts and  receipt data in the cloud and  track purchases
  • 15. Lemon’s Challenges• New and niche category  – receipt management • Low category  awareness  • Needed to quickly ramp  high volumes of app  users
  • 16. Lemon’s Solution – Fiksu for Mobile Apps• Analyzed different ad creative  and messages• Lemon’s ad spend to punch up  their app’s visibility in the app  stores• Focused ads on targeting loyal  users versus just downloads• Expanded their traffic sources
  • 17. Lemon’s Results• Expanded its loyal user base while reducing cost to  acquire loyal users by 50%• After just one week: – Android app went from #83 to #31 in the  Productivity category – iOS app was top 100 overall (out of 500,000+) – iOS #2 rank in the Productivity category  – Was featured by Apple
  • 18. Put These Super Practices  To Work For YouContact Fiksu Download our Free eBooksEmail: sales@fiksu.com www.fiksu.com/ebooksPhone: 1.855.463.4578Website: www.fiksu.comTwitter: @fiksu