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The 8 Commandments of App Marketing (App Promotion Summit Berlin 2013)
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The 8 Commandments of App Marketing (App Promotion Summit Berlin 2013)

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So you have a great app? Congrats! Now you have to promote it. The presentation gives a number of guidelines/tips to maximise the effectiveness of your app marketing process. Everything from marketing …

So you have a great app? Congrats! Now you have to promote it. The presentation gives a number of guidelines/tips to maximise the effectiveness of your app marketing process. Everything from marketing attribution tips to creatives and how to buy.

Published in Marketing , Business , Technology
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Transcript

  • 1. The 10 9 8 commandments of App Promotion by Diego Meller November 2013
  • 2. Ultimate algorithm to decide if you need app promotion.
  • 3. Start No Is your No app Instagram, Snapchat, Angry Birds, Talking Tom, QuizUp? Yes Are you best friends with Oprah or equivalent? No No Are you a your app with a few dozen Jedi or can do people that are not actual magic? related to you? Yes Yes Yes Go back to Good… Tested start, don’t collect No They love it? $200 Yes Stop showing off and go enjoy the outdoors or something. You need app promotion now!
  • 4. App promotion is chaotic
  • 5. 2 million apps to compete with....
  • 6. ~ Facebook + Google Web +150 Ad Networks Mobile No single source with critical mass
  • 7. Tracking is complex Blind Marketing Spend
  • 8. So… now the commandments
  • 9. 1. Thou app shalt not suck
  • 10. 1. Thou app shalt not suck Everything that comes after useless otherwise Solve a problem, improve on another app. Don’t invent new UX, just copy what works. Viral and social built into the app. Test it before spending money!
  • 11. 2. App Store Optimised
  • 12. 2. App Store Optimised Describe it properly, make it match marketing Use the right keywords in title and description Keep an eye on reviews Screenshots are important, what most see
  • 13. http://37signals.com/svn/posts/3553designing-app-store-screenshots
  • 14. 3. Measure properly
  • 15. 3. Measure properly In-app tracking ≠ Marketing Attribution Use MAT, AdEven, Ad-x, Appsflyer Don’t use “others” Track post install events Look at the install and events funnel
  • 16. 4. Set an objective
  • 17. 4. Set an objective Market Share? Category Leader? 1,000,000 users? $ 1,000,000 in revenues? Viral traction / “x” K factor? To be in the “top of the rankings” is NOT an objective
  • 18. 5. Only spend CPI or CPA
  • 19. 5. Spend only CPI/CPA Focus on building a kick ass app A lot of companies focusing on optimising If you are measuring post-install, CPI ideal You eliminate acquisition funnel risk Impression -> Click -> Install -> Event
  • 20. 6. A gazillion creatives
  • 21. 6. A gazillion creatives Creatives are the key to optimization. It’s the user’s first contact with the app. The more, the merrier. +10 per format, +25% Check http://getjampp.tumblr.com for a guide
  • 22. 7. Know what you are buying
  • 23. How much for 1kg of Android Installs?
  • 24. What determines CPI? OS/Platform (iOS, Android, etc.) Incentivized or Non incentivized? Size of the app Daily volume objective Country / Other targeting
  • 25. Where to buy CPI Pricing? High Volume DSPs/Agreggators RTB Exchanges Ad Networks Affiliate Networks Facebook Large Publishers Incent Networks Cross Promotion Expert level Targetting Transparency Quality
  • 26. 8. Start small!
  • 27. 8. Start small! Start with a small test budget, small countries Analyze results, improve the app/creatives Take a “lean” approach
  • 28. So… the 8 commandments 1. 2. 3. 4. 5. 6. 7. 8. Thou app shalt not suck App Store Optimisation Measure the right things Set an objective Only spend CPI/CPA A gazillion creatives Know what you are buying Start small
  • 29. Technology applied to mobile app marketing We manage your entire app promotion by planning, executing, tracking and optimising your mobile advertising across +100 ad networks, RTB Exchanges and large publishers. App Installs Buenos Aires, Rio and London In-house developed Technology 20 People Team Re-Targeting Programmatic Buying +5B Impressions Monthly Worldwide +500,000
  • 30. Hasta luego! @jampp @diemel diego@jampp.com