Mobile Marketing - Pioneers Festival

1,156 views
1,075 views

Published on

Gave this talk on Mobile Marketing at the Pioneers Festival in Vienna, Austria. Behavioral engineering, branding, design - all critical elements of mobile marketing today.

3 Comments
5 Likes
Statistics
Notes
No Downloads
Views
Total views
1,156
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
18
Comments
3
Likes
5
Embeds 0
No embeds

No notes for slide

Mobile Marketing - Pioneers Festival

  1. 1. MOBILE MARKETING! Suddenly branding, design & being the first mover is important again!
  2. 2. We Help Companies   BEFORE   AFTER   DOUBLED VIEWS & REVENUE!
  3. 3. Shira Abel !   CEO, Hunter & Bard! !   Marketing strategy! !   Marketing implementation! !   Full branding & design! !   Teach Marketing for Startups at StartHub (Tel Aviv/ Jaffa Academic College)! !   Mentor at: Google, Microsoft, Founder Institute, Seedcamp, & more! !   Cover Israeli startups for TNW!
  4. 4. “A true unfair advantage is something that cannot be easily copied or bought.”! - Jason Cohen!
  5. 5. @shiraabel! Agenda! !  Strategy! !  Alpha! !  Launch! ! ! ! ! !  Building Marketing Into the Product!  Branding!  Product market fit!  Tablet!  Phone!
  6. 6. @shiraabel! MARKETING SHOULD START THE MOMENT THE PRODUCT IS CONCEPTUALIZED!
  7. 7. @shiraabel! What’s Your Strategy!
  8. 8. @shiraabel! Example! ! ! Business Objective! Improve Financial Performance! Business Metric! Reduce Long-Term Dependence on Ads & Lower Overall Costs! Marketing Metric! Increase Relationship / Content Marketing – Raise percentage of traffic from blog versus ads!
  9. 9. EXAMPLE
  10. 10. @shiraabel! Sample Marketing 
 Strategies for Apps! !  Create several free ! apps that have in-app advertisements directing to your paid app! !  Have your free app ! represent a much larger service (store, blog, service, company ß this is where the monetization is)!  Have in-app revshare advertising and go for large numbers (Inneractive, Admob, etc.)!  Have a free Lite and a Premium Paid version (Lite having advertising – Premium having none)!
  11. 11. @shiraabel! Performance Measurement! !   Is your objective SMART: specific, measurable, attainable, realistic & time specific?! !   What are your strategic initiatives?! ! ! ! ! !   Build awareness!   Expand distribution (i.e. increase downloads)!   Build penetration!   Build buying rate!   Increase loyalty! !   Funnel ß e.g. when purchases through the app! ! ! ! ! !   Where do you want people to go?!   What action do you want people to take? !   Track the movement!   Conversion rate / A/B Testing!   Test & iterate!
  12. 12. @shiraabel! IN THE BEGINNING THE GOAL SHOULD BE PRODUCT / MARKET FIT! 40% IS GOLD*! * 40% of your customer base would be upset if your product disappeared. – Seth Ellis!
  13. 13. @shiraabel! How to Test Your Idea! !   Create a rough app & have friends & family test via Testflight (very beginning)! !   Make a MVP and launch in the app store of a smaller country only! !   Create a Minimal Viable Brand ! !   Purpose – Why do we exist! !   Positioning – Where do we fit in the market! !   Personality – How do we tell that story*! !   Once product/market fit had been reached, build the main app and do a Big Launch !
  14. 14. @shiraabel! Alpha Phase! !  Start the blog with newsletter sign up (think Daniel Morrill & Mattermark)! !  Landing pages à more sign ups! !  A/B test messaging & optimization using unbounce.com or launchrock.com (more sign ups)! !  Social outreach starts to the media! The point is to begin building an interest and an audience through good content before launch!
  15. 15. @shiraabel! Launch Phase! !  Ask the media people and influencers who now know you if they would be willing to check out your product & give feedback ! !  PR on a slow news day (avoid days where Apple announces anything, election days, CES, DLD, etc…)! !  Send an announcement to the list you’ve been growing through the blog, ads, and social! !  Attempt an act of virility (I say attempt, because nothing is guaranteed)!
  16. 16. @shiraabel! Sample Tactics (not in order)! •  Mobile Ads (FB, Google & in complimentary apps)! •  PR (Media Kit recommended)! •  Facebook ! •  Podcast! •  YouTube! •  Twitter! •  Quora! •  LinkedIn! •  Blogging! •  Newsletter / Email (highest ROI of all digital media)! •  Google+! •  Games! •  Forums! •  •  •  •  •  •  •  •  •  •  •  White papers / Case studies! Peer review! Seeding posts! Infographics! E-book! Webinars! Community! Guest blogging ! Teleseminar! Affiliate Marketing! Game elements (e.g. leader board, 80% signed up, awards for actions)! •  SEO / SEM! •  Pinterest! •  Blog commenting!
  17. 17. AFTER PRODUCT MARKET FIT – SEEK TO ACQUIRE MASS USERS!
  18. 18. @shiraabel! The Holy Trinity of Mobile Marketing! Earned Media / PR! / Reviews! GREAT   PRODUCT  IS   REQUIRED   GREAT PRODUCT! SEO / Ads / ! Localization! Social Integration!
  19. 19. @shiraabel! Earned Media & PR! !  Brings big numbers all at once! !  Gives a spike of traffic! !  May not be aimed at the target market (i.e. much of the time TechCrunch isn’t the target market, but it’s what VCs read & gives social proof)! !  Has a strong trust rate!
  20. 20. @shiraabel! Affiliate, SEO & Media Buy (Ads)! ! ! ! ! !  Immediate!  Targeted!  Mobile has a stronger conversion than web!  Strongest conversion is mobile FB!  Costs (which is fine if you charge, could be a dilemma if you’re free)! !  Doesn’t build a relationship ! !  Has the lowest trust rate! !  Affiliate needs to be well vetted in order to not destroy the brand!
  21. 21. @shiraabel! Relationship Marketing! ! ! ! ! ! !  Takes time!  Builds the brand!  Costs (yes, time is money)!  Builds a relationship!  Increases referral rate!  One key point – social needs to be built into the product!
  22. 22. @shiraabel! BEHAVIORAL! ENGINEERING!
  23. 23. @shiraabel! ONCE PEOPLE START TO COME – HOW DO YOU GET THEM TO COME BACK? AND SHARE?!
  24. 24. @shiraabel! Action Triggers! What  gets  your  customer  moving?    
  25. 25. Nir  Eyal  –  If  you  don’t  know  him  –  you  should.  
  26. 26. @shiraabel! Jack Dorsey: 
 The Power of User Narratives! !  http://www.youtube.com/watch?v=acMXhhdWylQ!
  27. 27. UXArchive.com – Amazing Resource!
  28. 28. @shiraabel! Give an Incentive!
  29. 29. Keep in Touch – Notifications!! ! iOS 108 characters max! !   Android – recommended 50 characters max (1line on the notification bar) * ht/ Danya Schwartz Bar-El ! !   Localize sending so user receives notification between 9-11am or 2-5pm (but test first)! !   A/B test messaging for a couple of days then blast everybody else with the winner! !   In-app landing page – like all landing pages fitted to the message and the push campaign!
  30. 30. @shiraabel! Community!
  31. 31. @shiraabel! Know Your Market!
  32. 32. @shiraabel! Viral If You Can!
  33. 33. @shiraabel! Watch the Funnel! Acquisition – ! Learns About Product! Conversion – ! Signs Up! Retention – ! Uses Product! WOM (Sharing)! Buys!
  34. 34. @shiraabel! Build an App Family! Main App! !   Send  adverAsing  to  main  app   !   Do  complimentary  apps  –  NOT  same  app  with  different   names  (branded  house  or  a  house  of  brands)     !   Lite  and  paid  versions  
  35. 35. @shiraabel! Localization!
  36. 36. @shiraabel! Branding! Apps are all about branding. The app store is like the supermarket shelf.!
  37. 37. @shiraabel! Ugly Icon* ! *What NOT to do!
  38. 38. @shiraabel! Pretty Icon!
  39. 39. @shiraabel! Best Pics of the App!
  40. 40. @shiraabel! Text is Below = No One Reads It, SEO Only
 !
  41. 41. Social Proof = 
 Ratings & Reviews
 ! @shiraabel!
  42. 42. @shiraabel! HOW DO YOU TURN YOUR APP INTO A HABIT?!
  43. 43. @shiraabel! Design!
  44. 44. @shiraabel! Warm Fuzzy Feeling=
 Community!
  45. 45. @shiraabel! Make Sharing Part of the Experience!
  46. 46. @shiraabel! Gamification*! * Use with caution – the obvious ways are already passé !
  47. 47. @shiraabel! Email Marketing!
  48. 48. Random Stuff ! I Like!
  49. 49. @shiraabel! PR for Startups by Colette Ballou! ! http://www.slideshare.net/BallouPRUK/ballou-pr-pioneers-festival-presentation-oct-2012 !
  50. 50. @shiraabel! THE Best Review Of All Time! !The Mountain Three Wolf Moon ! !Short Sleeve Tee!
  51. 51. @shiraabel! Close Running! BIC Cristal For Her Ball Pen !!
  52. 52. Hat tip:
  53. 53. @shiraabel! References & Reads! ! !  ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !    THANK  YOU’S:  Dan-­‐ya  Shwartz  Bar-­‐El  &  Ze'ev  Rosenstein! http://www.slideshare.net/startuplessonslearned/eric-ries-the-lean-startup-google-tech-talk! http://www.slideshare.net/gzicherm/nir-eyal-hookedatgsummit! http://www.businessmodelgeneration.com/canvas! http://www.briansolis.com/2008/08/socialization-of-your-personal-brand_28/! http://www.avc.com/a_vc/2004/03/its_a_small_wor.html! http://www.quora.com/Udemy/How-did-Udemy-get-11-000-courses-online-so-quickly ! http://www.amazon.com/Mountain-Three-Wolf-Short-Sleeve/product-reviews/B002HJ377A! http://www.amazon.com/BIC-Cristal-1-0mm-Black-MSLP16-Blk/dp/B004F9QBE6 ! http://www.youtube.com/watch?v=7QmCUDHpNzE ! http://www.youtube.com/watch?v=ZUG9qYTJMsI ! http://www.macadamia-apps.com/app-launch-7-mistakes-to-learn-from/  ! http://flowingdata.com/2011/09/18/yoda-pie-chart/ ! http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay! http://www.briansolis.com/2011/09/whats-the-r-o-i-a-framework-for-social-analytics/! http://www.slideshare.net/setlinger/altimeter-social-analytics081011final! Breakthrough Marketing Plans! http://www.seomoz.org/blog/tracking-the-roi-of-social-media! http://ideas.deloitte.ca/blog/2011/09/social-media-going-beyond-roi/! http://www.jeffbullas.com/2011/09/20/the-10-key-mistakes-many-bloggers-and-writers-make/! http://www.jeffbullas.com/2011/03/01/the-10-best-facebook-campaigns/! http://www.facebook-studio.com/! http://www.seomoz.org/blog/tracking-the-roi-of-social-media! http://marketingfortomorrow.com/tag/marketing-tone/ !
  54. 54. B2B!
  55. 55. @shiraabel! Sample Marketing Strategies 
 for B2B! !  Become known as a ! industry leader in a chosen niche (think about crossing the chasm – Outbrain ! does this well)! !  Connect with those who use your product where they live online (Objet has a FB page for that reason)!  Let the end-user (who may not be the client) know about your work (i.e. Intel inside)!  Increase customer lifetime by giving information that the customer values (creates loyalty / increases switching cost)!
  56. 56. @shiraabel! Sample Tactics (not in order)! •  White papers / Case studies! •  Peer review! •  Newsletter / Email (highest ROI of all digital media)! •  Forums! •  E-book! •  Webinars! •  Community! •  Guest blogging ! •  Podcast! •  Teleseminar! •  Affiliate Marketing! •  Game elements (e.g. leader board, 80% signed up)! •  SEO / SEM! •  •  •  •  •  •  •  •  •  •  •  •  •  •  Online Ads (FB, Google & more)! PR (Media Kit recommended)! Facebook ! Pinterest! YouTube! Twitter! Quora! LinkedIn! Blogging! Seeding posts! Google+! Blog commenting! Games! Infographics!
  57. 57. @shiraabel! Communicating to an International Market! !   Americans spell correctly. However, the British disagree. There are more Americans than British J (localize your English – even when it’s for Australians)! !   Spelling and grammar count – mistakes lower trust levels in all languages and cultures! !   Find someone from the culture you’re aiming to sell to, who knows marketing – to do your marketing. OR – go there & live for a bit. Understanding culture is critical.!
  58. 58. @shiraabel! International Partnerships! !   Europe & Israel are local – use it to your advantage! !   Find companies in complimentary industries to do joint partnerships with – e.g. A high end organic bed company does a joint promotion with a high end organic bedding (sheets) company – email lists are combined & both companies & customers benefit! !   Face to face is ideal, but Skype works wonders when F2F is not possible!
  59. 59. @shiraabel! Thought Leadership is Critical! !   Blogging and guest blogging is one of the best ways to do this! !   Webinars / Presentations that give helpful industry related information (think Crunched and its Growth Hacker series)! !   White papers (sign up to our newsletter and get this white paper for free!)!
  60. 60. @shiraabel! Marketing is a Sales Tool! !   Case studies show your ideal customer and how things go when everything is perfect! !   Connecting with individuals on social builds the relationship, e.g.! !   Object can showcase customers design work on its FB page! !   LinkedIn group about industry – lead generation! !   Social CRM on Twitter! !   Email marketing reminds companies that you exist & what you can do for them!
  61. 61. @shiraabel! Social Media for Research! !   What is the title of the person in the organization that typically makes the decisions? ! ! Rapportive! !   LinkedIn! !   Who are the media people who cover your industry?! ! ! ! ! !   Twitter !   FB! Quora!   LinkedIn! Pinterest!
  62. 62. @shiraabel! Rapportive! Find the email of the person you want to connect to by checking names through the Rapportive plugin.!
  63. 63. @shiraabel! LinkedIn! Choose who you want to connect to:! ! What groups is the person in? ! ! If you know the title but not the whole name – do a search in Google of the partial name and title & you’ll get the whole name.!
  64. 64. @shiraabel! Who Are You Looking For!
  65. 65. @shiraabel! Google Search!
  66. 66. @shiraabel! First & Last Name Found!!
  67. 67. @shiraabel! Takeaways! !   Marketing starts the second you have an idea for a product / service / business! !   Every tactic should have a goal in mind! !   Social is more than just engagement – it’s listening and reacting to criticism! !   Listen & respond – you’ll get a better product & happier customers! !   Opt-in is more powerful than push! !   Call-to-action gets you more ! !   Follow the trail to see where you’re losing people along the funnel! THANK YOU!
  68. 68. @shiraabel! SOMETHING YOU SHOULD KNOW!
  69. 69. @shiraabel! The Wrong Way to Do Marketing ! 1! Build product! 2! Run alpha test with friends and family ! 3! We’re launching – we should do some PR! OR! 3! Our product is so awesome we don’t need to do marketing!
  70. 70. @shiraabel! SOMETHING YOU SHOULD KNOW!
  71. 71. @shiraabel! The Wrong Way to Do Marketing ! 1! Build product! 2! Run alpha test with friends and family ! 3! We’re launching – we should do some PR! OR! 3! Our product is so awesome we don’t need to do marketing!
  72. 72. @shiraabel! Marketing for the Concept Phase! 1! Build the marketing into the product. Create an incentive to share. Make sharing easy.! 2! Get to know influencers & media people on Twitter. Give a lot. Don’t ask for anything.! 3! Test assumptions (cost, messaging, bundle mix, etc.). Mobile ads to the app. !

×