'Lessons from trying multiple app marketing channels' - Stefanie Eisenschenk at App Promotion Summit Berlin
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'Lessons from trying multiple app marketing channels' - Stefanie Eisenschenk at App Promotion Summit Berlin

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Stefanie Eisenschenk is the Marketing Manager at Zattoo, the leading international mobile and online TV and video service with over 11 million registered users. ...

Stefanie Eisenschenk is the Marketing Manager at Zattoo, the leading international mobile and online TV and video service with over 11 million registered users.
She was previously responsible for the multichannel platforms and integrated marketing communication for Sparkassen-Finanzgruppe and was Head of Business Development at Premiere (Sky Deutschland). Her presentation is focused on the lessons learned from trying multiple app marketing channels and getting to the top of ipad charts.

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'Lessons from trying multiple app marketing channels' - Stefanie Eisenschenk at App Promotion Summit Berlin 'Lessons from trying multiple app marketing channels' - Stefanie Eisenschenk at App Promotion Summit Berlin Presentation Transcript

  • App Promotion Summit TV everywhere. Any screen. Free of charge and premium (in app purchase)
  • business objective We want people to watch TV with Zattoo (with channel switch ads seen) and sell Zattoo pay products,on all supported devices.
  • Zattoo products Free of charge The watchers Young,prefer watching for free 36 and older readiness to pay for more TV & quality premium
  • The idea: Zattoo brings Live TV on “connected devices” Build the basement 4
  • The idea: Zattoo brings Live TV on “connected devices” Process to be prepared online user survey user workshop market monitoring data analysis 1 strategy focus 2 cleanup & optimization product CLV analysis by device KPI matrix communication reporting tools 5
  • Traffic > App Store Yes! App Tool for touch points Not in use Yes! Evaluation
  • The idea: Zattoo brings Live TV on “connected devices” Creating Creating Touch Touch points points KPI Matrix Micro- Traffic Traffic Source Source /campaign ID /campaign ID //App Stores App Stores App Promo AppLink App Analytics Macro- € 1. App Install 1. App Install 2. Sign up 2. Sign up 3. Redeem gift 3. Redeem gift code code 1. AD seen 1. AD seen 2. Transaction 2. Transaction pay product pay product Conversion Tracking Distimo SDK 7
  • Responsive Website Ready 4 Mobile Search & SEM
  • App Stores presentation Mobile Brand: Icon & Claim First screens USPs Designed Screenshots Feature headlines
  • The idea: Zattoo brings Live TV on “connected devices” Mobile App Traffic Reporting comparison 10
  • The idea: Zattoo brings Live TV on “connected devices” Mobile App Traffic Reporting comparison Micro Conversion Macro Conversion € 11
  • The idea: Zattoo brings Live TV on “connected devices” Test campaigns 12
  • The idea: Zattoo brings Live TV on “connected devices” Print: TV magazine Gift code as booster Z u s a tz ges ch ein Gutsch : O KT_ e n k! HiQ _R TL it aket m mium-P . HiQ Pre enlos testen Monat st 1 dern ko RTL-Sen s zum sen* bi Einzulö .2013 25.10 Time limited! Touch points Wir machen jeden Bildschirm zum Fer ns eher! Über 55 TV-Sender in einer App. Gratis! QR Code App Download Live TV - überall Fernsehen. Gratis Download Mobile TV-Apps für Smartphones & Tablets w ww.zattoo.com * Anmelden und einloggen auf zattoo.com. Gutschein einlösen unter „Ihr Konto“. URL> Zattoo WebPlayer 13
  • The idea: Zattoo brings Live TV on “connected devices” Gift codes go viral Backlinks! SEO Effects Articles with AppLinks for Download 14
  • Multi-Channel Quality & Quantity Marketing Mix Budget? Brand awareness Performance
  • Multi-Channel Marketing Mix NN EE W W Internet Internet & Mobile & Mobile TV TV UU SS EE RR AA CC TT II VV AA TT II nn gg SEM/SEO SEM/SEO Social Social Media Media Print, Print, Plakat, Plakat, Sponsoring Sponsoring & Event & Event PartnerPartnerShips Ships Acquistions Acquistions New Visits, Signup (Sign in) New Visits, Signup (Sign in) Mobile activities: Traffic to App Stores, App Install, Signup Mobile activities: Traffic to App Stores, App Install, Signup E-Mails //SM E-Mails SM HiQHiQDisplay Display /Blurb Web /Blurb Web Macroconversion 1: Ad seen Macroconversion 1: Ad seen Dimensions: Ads //Month (CS Ad User), Dimensions: Ads Month (CS Ad User), Dimensions: Watched Channels (per Visit) Dimensions: Watched Channels (per Visit) InApp InApp Pushnotification Pushnotification MobileAd MobileAd Macroconversion 2: Subscription pay user = Zattoo Pay Products Macroconversion 2: Subscription pay user = Zattoo Pay Products
  • Know the key(word)s Data research Quality users: iOS CLV
  • The idea: Zattoo brings Live TV on “connected devices” RTL-November campaign RTL-November benefits TV show ratings App Store history Google search Keyword traffic estimator data insides: zattoo show ratings 70 TV channels free 70 TV channels free + + Premium channels Premium channels November free for all November free for all CLV analysis by device data insides: zattoo in app search Premium content one month free of charge
  • The idea: Zattoo brings Live TV on “connected devices” RTL Campaign 19
  • Multi-Channel Marketing Mix App to App to Install iOS Install iOS NN EE W W UU SS EE RR AA CC TT II VV AA TT II nn gg SEM PC & SEM PC & Mobile Mobile Internet Internet & Mobile & Mobile Display Display Social Social Media Media & Partners & Partners Acquistions Acquistions PC: New Visits, Signup (Sign in) PC: New Visits, Signup (Sign in) Mobile (activities) : :Traffic to App Stores, App Install, Signup Mobile (activities) Traffic to App Stores, App Install, Signup E-Mails //SM E-Mails SM HiQHiQDisplay Display /Blurb Web /Blurb Web Macroconversion 1: Ad seen Macroconversion 1: Ad seen Dimensions: Ads //Month (CS Ad User), Dimensions: Ads Month (CS Ad User), Dimensions: Watched Channels (per Visit) Dimensions: Watched Channels (per Visit) InApp InApp Pushnotification Pushnotification MobileAd MobileAd Macroconversion 2: Subscription pay user = Zattoo Pay Products Macroconversion 2: Subscription pay user = Zattoo Pay Products
  • Smart Boost: iPad Top-Charts 2.11.13 Top 1: overall free Top 1: category Top 44: overall gross 9.11.13 Top 3:iphone overall free
  • App Install Facebook Mobile iOS & Targeting Google SEM Mobile iOS & Android
  • Mobile Display App Install iPad/iPhone Android Mobile Display Welt InApp-Banner/iLiga
  • The idea: Zattoo brings Live TV on “connected devices” RTL Nov: KPI Reporting Source comparison Quality comparison € Traffic Traffic Source Source /campaign ID /campaign ID //App Stores App Stores 1. Smart Boost 2. Google SEM 3. Display 1. App Installs 1. App Installs iOS Avg last iOS Avg last week 184 % week 184 % 2. Sign up Avg 2. Sign up Avg iOS by 120 % iOS by 120 % App Analytics Download iOS, peak of the year 1. AD seen Avg. 1. AD seen Avg. last week last week iOS by 84% iOS by 84% 2. Transaction 2. Transaction pay product (Dez) pay product (Dez) 1. Smart Boost 2. FB Mobile 3. Google SEM 24
  • The idea: Zattoo brings Live TV on “connected devices” What’s next? TV & mobile 25
  • Zattoo Team Marketing Manager steffi@zattoo.com