0
Bertelsmann

gutefrage.net Workshop, München,
15.11.13
myphotobook iPad App
Good News
„We believe that with consumers continuing to try so many new apps, the app market is still in
early stages and ...
Bad News
Everyone battles for the attention of the user
gutefrage.net Workshop, München,
15.11.13
Great Product
Visibility
Retention
Virality
User Lifetime Value
The Product
“The product is the most
important part of the app
marketing.”
Have an app moment….
Tell a story
Why I should come back?
Sign up
•

Learn from dating apps

•

Create first a positive user experience - show of the
product benefit

•

Short text...
Push Notification
Facebook is doing so good…
Befor we get startet define
your KPI´s
•

Download - Sign up= <30%

•

DAU / MAU

•

> = 3 *** Bewertung

•

What is impor...
Localytics
Stabile Lösung - Mobile optimiert
Cohort Retention
Retention
Sortiert nach Kategorien
Checklist:
Product ready to market
•

Onboarding optimized (Conversation)

•

Push Notification (Retention)

•

Positive U...
Check Airbnb for iOS7
MARKETING
Have a plan….
•

Test, learn and change….

•

Concentrate actions instead of spreading them

•

Analytics are your best fr...
App Launch
Launch Elements
•

Positive Reviews

•

E-Mail Marketing

•

PR Launch

•

Crossmarketing

•

Social Media

•

Traffic Wei...
Important Tipps
•

Concentrate Actions, to get higher in the Appstore
rankings to get additional downloads…..

•

Talk to ...
PR Launch
Reviews kaufen oder bekommen
Reviews kaufen oder bekommen
Lifestyle Magazine
TV
Review Liste erstellen
360°
App Teaser
Traffic Weiche
- Big Teaser when your app
is better than your website
App Teaser Small
Your app is only better for a specific use case or target
group
Video
•

Intelligent product video is better than an emotional
spot.

•

Show of your special app moment

•

30 sec.. - ma...
APP STORE
App Store Feature
App Store
•

Tools

•

Icon

•

Name

•

Keywords

•

Appstore Text

•

Categories

•

Screenshots
App Annie
Check the rankings…
XYO
Download Numbers, Review Tags
Name
255 Bytes space but apple recommends to use 35
signs…. I use 65-75
Grindr
The Name follows the keywords…..
Grindr
Name + Keywords sichtbar in grün
Sensor Tower
Check the competition
Keyword Spy
Keywords optimiser
MOBILE
ADVERTISING
AD Networks
The Problem
Mobile Mediaplaner
bundle SDKs, flexibilty, exclude fraud, tracking,
campaign management
Camping optimizing
Facebook Install Ads
Facebook Engament Ads
Facebook Video Ads
Cost-per-click (CPC) or optimised cost per impression (oCPM) basis additional now cost
per action (CPA)...
Instagram Feed Ads
Performance campaigns
•

Optimize your results

•

Optimize your ads

•

Find the rights channels, target groups, days and...
Generelle Learnings
•

Little budgets over a longterm for Facebook

•

Make a video - less branding more product

•

Inter...
Test Test Test
•

Measure the success of your actions, identify where
the most valuable users are coming from

•

Try new ...
Launch-Ready-Checklist:
Marketing
•

Appstore Package

•

Marketing Package

•

PR Package

•

Social Media Channels and s...
THX!
follow me on
facebook,
twitter (@nanou_)
or instagram (kuckerina)
talk with me on
skype (kuckerina)
or old fashion
stefani...
'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin
'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin
'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin
'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin
'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin
'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin
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'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin

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Stefanie Hoffmann is a founding member of the MLOVE advisory board, honorary judge at the Lovie Awards, and Europe´s leading mind in Facebook companion apps. She recently launched an iOS application called Gabi, backed by a small international team of media celebrities. Her speech gives insights on best practices for app marketers from on boarding to successful launch.

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Transcript of "'10 lessons for app marketers' - Stefanie Hoffmann at App Promotion Summit Berlin"

  1. 1. Bertelsmann gutefrage.net Workshop, München, 15.11.13
  2. 2. myphotobook iPad App
  3. 3. Good News „We believe that with consumers continuing to try so many new apps, the app market is still in early stages and there remains room for innovation as well as breakthrough new applications.“ gutefrage.net Workshop, München, 15.11.13 http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-JustLives-in-It
  4. 4. Bad News Everyone battles for the attention of the user gutefrage.net Workshop, München, 15.11.13
  5. 5. Great Product
  6. 6. Visibility
  7. 7. Retention
  8. 8. Virality
  9. 9. User Lifetime Value
  10. 10. The Product
  11. 11. “The product is the most important part of the app marketing.”
  12. 12. Have an app moment….
  13. 13. Tell a story
  14. 14. Why I should come back?
  15. 15. Sign up • Learn from dating apps • Create first a positive user experience - show of the product benefit • Short texts - great an amazing branding • Make me hungry for more…..
  16. 16. Push Notification
  17. 17. Facebook is doing so good…
  18. 18. Befor we get startet define your KPI´s • Download - Sign up= <30% • DAU / MAU • > = 3 *** Bewertung • What is important for your App?
  19. 19. Localytics Stabile Lösung - Mobile optimiert
  20. 20. Cohort Retention
  21. 21. Retention Sortiert nach Kategorien
  22. 22. Checklist: Product ready to market • Onboarding optimized (Conversation) • Push Notification (Retention) • Positive User Experience (Use Case) • Virale Features (Reduce costs) • KPIs defined and Tools integrated
  23. 23. Check Airbnb for iOS7
  24. 24. MARKETING
  25. 25. Have a plan…. • Test, learn and change…. • Concentrate actions instead of spreading them • Analytics are your best friend • Find a smart way to get traffic for your app
  26. 26. App Launch
  27. 27. Launch Elements • Positive Reviews • E-Mail Marketing • PR Launch • Crossmarketing • Social Media • Traffic Weiche • App Store • Mobile advertisment
  28. 28. Important Tipps • Concentrate Actions, to get higher in the Appstore rankings to get additional downloads….. • Talk to apple - inform them about your plans • Version x.0 are big opportunities to get featured and to get users back • Thursdays is feature day
  29. 29. PR Launch
  30. 30. Reviews kaufen oder bekommen
  31. 31. Reviews kaufen oder bekommen
  32. 32. Lifestyle Magazine
  33. 33. TV
  34. 34. Review Liste erstellen
  35. 35. 360°
  36. 36. App Teaser Traffic Weiche - Big Teaser when your app is better than your website
  37. 37. App Teaser Small Your app is only better for a specific use case or target group
  38. 38. Video • Intelligent product video is better than an emotional spot. • Show of your special app moment • 30 sec.. - max. 60 sec. • Less is more when it looks professional
  39. 39. APP STORE
  40. 40. App Store Feature
  41. 41. App Store • Tools • Icon • Name • Keywords • Appstore Text • Categories • Screenshots
  42. 42. App Annie Check the rankings…
  43. 43. XYO Download Numbers, Review Tags
  44. 44. Name 255 Bytes space but apple recommends to use 35 signs…. I use 65-75
  45. 45. Grindr The Name follows the keywords…..
  46. 46. Grindr Name + Keywords sichtbar in grün
  47. 47. Sensor Tower
  48. 48. Check the competition
  49. 49. Keyword Spy
  50. 50. Keywords optimiser
  51. 51. MOBILE ADVERTISING
  52. 52. AD Networks
  53. 53. The Problem
  54. 54. Mobile Mediaplaner bundle SDKs, flexibilty, exclude fraud, tracking, campaign management
  55. 55. Camping optimizing
  56. 56. Facebook Install Ads
  57. 57. Facebook Engament Ads
  58. 58. Facebook Video Ads Cost-per-click (CPC) or optimised cost per impression (oCPM) basis additional now cost per action (CPA) - “Based on internal Facebook tests, buying on CPA drives, on average, 20% lower cost per install than buying on CPC," claims Facebook's blog post.
  59. 59. Instagram Feed Ads
  60. 60. Performance campaigns • Optimize your results • Optimize your ads • Find the rights channels, target groups, days and times…..
  61. 61. Generelle Learnings • Little budgets over a longterm for Facebook • Make a video - less branding more product • Interstitial are mandatory • General do´s for ads • From left to right • Text has to be readable • Call-to-Action
  62. 62. Test Test Test • Measure the success of your actions, identify where the most valuable users are coming from • Try new channels, never stuck with the old success formular….
  63. 63. Launch-Ready-Checklist: Marketing • Appstore Package • Marketing Package • PR Package • Social Media Channels and strategy • Champaings tested, SDKs integreated
  64. 64. THX!
  65. 65. follow me on facebook, twitter (@nanou_) or instagram (kuckerina) talk with me on skype (kuckerina) or old fashion stefaniehoffmann05@gmail.com try but silent mode is always on;) +49 170 7600 280 CONFIDENTI AL
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