Get jar mma forum singapore preso 2011

Applications – The New Frontier For Mobile
Advertisement Dollars
Patrick Mork
Chief Marketing Officer
GetJar Inc.

GetJar – who we are
Largest free app store (’05)
1.8 billion downloads to date
144,000 apps
190 countries, 2,500 handsets
Distribution / AppVertising™
$42M funding: Accel/ Tiger Global
Silicon Valley, London, Vilnius

Distribution / Discovery Remain a Challenge
Too ManyApp Stores
LimitedDiscovery/Cut-Through
Not EnoughData
Too ManyMobilePlatforms

First – understand consumer expectations
79% download apps once / week
36% using apps more then 1 hour / day
Top categories Games, SN, Entertainment, IM/SMS, Productivity
54% using apps more then once per day
0nly 19% use more then 8 apps per week
GJ AppMeter Survey, March 2011
1,200 users in Asia

Especially in terms of how this relates to brands
50% have downloaded a branded app in the past
56% would download a good ad with Brand ads in it or something sponsored by a known brand
65% have downloaded apps with Ads in them and of those 52% would do so again
84% stated the quality of a Brands app makes it more trustworthy
Yet less then 30% use Branded apps Often or Very Often
GJ AppMeter Survey, March 2011
1,200 users in Asia

2nd- Understand the platforms
It’s not all about iOS vs. Android
100M devices vs. well over 1.8 billion web enabled
Consumers don’t always distinguish
Web has innate advantages
Smart brands already leverage web

Web allows you to complement engagement with greater reach…

3rd – understand the various distribution platforms and use those that scale
http://www.wipconnector.com/index.php/appstores
2010 = $2.1 bln in app store revenue
Apple alone $1.7 bln
100+ app stores globally
Different ways to rank apps
Different tools to market apps
Reach
Payment system
Handset detection
Ranking / Marketing tools

4th – Understand and use the “free” tools to get yourself noticed, downloaded and used
Build a great app
Go cross platform
Integrated marketing
Wide distribution
Use carriers
Have a marketing budget
Off deck / on deck
Update frequently
Product plan
Get feedback
Get Noticed
Get Downloads
Get Usage

Salvation Army: Reach, Inform, educate and galvanize young audience
Dynamic RSS feed with content fed in real-time from blog
Form to volunteer and participate at the community and international level
Video, copy, images and other content
Easy to use
branded interactive menu
Viral functionality encourages sharing content and mobile app among networks
Donate options including Call-in, Mail-in, Online and special “Donate $10” now button

TSA: Marketing and results
Marketing
Aggressive press campaign with mentions in USA Today and other key publications
Viral marketing campaign to TSA base via Twitter and Facebook
CRM / email campaign to TSA consumer base and regional agencies
Premium placement, PR and CRM from App store Partner GetJar use App it! Direct response link for cross platform distribution
Success Metrics to Date
Over 211,000 downloads to date; 150,000 in first month alone
6.2% click through to “Donate $10 Now”
4.1% submissions to volunteer form

Zynga / GetJar game launches
Mafia Wars (Web only) and Zynga Poker launches in Dec 2010
Integrated marketing campaign including:
Press
CPM mobile campaigns
Online cross promotion
Email blasts
Social media (Twitter / FB)
Feature placement on GetJar
Results:
Mafia Wars 900,000 dl’s in 6 weeks
Zynga Poker 100,000 (Android only)

Everyone’s got a phone! What should you do?
Identify precisely your user and what they expect of your mobile service
Define your apps strategy – brand or performance
Select the platforms that best suit your strategy
Understand and use a wide variety of distribution strategies
Leverage all the “Free” methods to promote your apps but get a real BUDGET!

Thanks you!
Patrick Mork – CMO
patrick@getjar.com
+1 650 576 1809
Http://blog.getjar.com/developer

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