Working Backward from Amazon Customers: Audience Marketing Strategies - Lauren Stark

1. LAUREN STARK @lestark uk.linkedin.com/in/laurenstark WORKING BACKWARD FROM AMAZON CUSTOMERS: AUDIENCE MARKETING STRATEGIES

2. CUSTOMER OBSESSED START WITH THE CUSTOMER AND WORK BACKWARDS Jeff Bezos

4. W H O A R E T H E A M A Z O N A P P S TO R E C U S TO M E R S ? W H E N D O A M A Z O N C U S TO M E R S B U Y A P P S A N D G A M E S ? W H AT E X P O S U R E O P P O RT U N I T I E S C A N C O N N E C T M Y A P P TO C U S TO M E R S ? H O W D O I A S K A M A Z O N TO F E AT U R E M Y A P P ? WE’LL WORK BACKWARDS BY ANSWERING 4 QUESTIONS…

5. CONNECTING WITH CUSTOMERS: AUDIENCE MARKETING STRATEGIES C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S M A X I M I Z I N G Y O U R E X P O S U R E D I S C O V E R A B I L I T Y O P P O R T U N I T Y

6. C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S M A X I M I Z I N G Y O U R E X P O S U R E D I S C O V E R A B I L I T Y O P P O R T U N I T Y CONNECTING WITH CUSTO MER S: AUDIENCE MARKETING STRATEGIES

7. CUSTOMER INSIGHTS

8. APPSTORE CUSTOMER PROFILES ASPIRING FRUGAL FAMILIES BRAND CONSCIOUS FAMILIES EFFICIENT ACHIEVERS INFLUENTIAL GEEKS

9. ASPIRING FRUGAL FAMILIES – MEET HELEN Middle-aged women with children at home Would rather spend money on family than technology Catch up TV and casual games are her key tablet uses I N S I G H T S

10. BRAND CONSCIOUS FAMILIES – MEET RAVI Young father who is constantly on the go. Balances time with children, friends and work With little time for linear TV, he is a heavy user of catch up TV services Sees technology as a status symbol I N S I G H T S

11. INFLUENTIAL GEEKS – MEET KWAME Spends free time playing video games on his tablet/phone on the go and PC/ console at home Places high importance on using technology for entertainment I N S I G H T S A younger full-time professional or a student

12. EFFICIENT ACHIEVERS – MEET DAVID Very busy work schedule, often travelling Uses technology primarily for business productivity Passions include keeping up to date with current affairs and politics I N S I G H T S

13. AMAZON DEVICE USAGE 55% 45% 65% 35% 45% 55% 1 8 % of Fire TV Owners also have a Fire T a b l e t 3 0 % of Fire TV Owners have downloaded at least one game Gender Split 1 9 %of Fire TV Owners own BBC iPlayer, ITV H u b a n d A l l 4 Fire TV Usage Fire Tablets Usage 71%o f F i r e Ta b l e t O w n e r s h a v e do w nl o a d e d a t least one game 29%o f F i r e Ta b l e t O w n e r s h a v e do w nl o a d e d a t least one social app 13%o f F i r e Ta b l e t O w n e r s h a v e do w nl o a d e d a t least one news app

14. APP USAGE BY GENDER MATCH 3 GAMES RACING GAMES STRATEGY GAMES 35% 65% 55% 45% 58% 42%

16. PURCHASING TRENDS

17. AMAZON APPSTORE NEW CUSTOMERS BY MONTH THINK SEASONALLY & PLAN FOR DIGITAL WEEK… Feb 2015 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2016 UNIT DOWNLOADS HOLIDAY 2015 Summer Holidays + Prime Day Holiday Christmas Day

18. FAMILY GAMES GOOGLE SEARCH TRENDS AND SEASONALITY EDUCATIONAL APPS PUZZLE GAMES GAMES FOR KIDS N U M B E R O F S E A R C H E S – S O U R C E : G O O G L E A D W O R D S

19. Sales statistics sourced from Amazon.co,uk press releases W E B E L I E V E I N A D I F F E R E N T A P P R O A C H T O TABLETS —PROVIDING PRE MIUM PR ODUCTS AT NON - P R E M I U M P R I C E S — A N D C U S TO M E R S L O V E I T. I N FA C T, W E ’ V E S E E N O U R F I R E TA B L E T S A L E S M O R E T H A N D O U B L E Y E A R - O V E R - Y E A R A S A R E S U L T H o l i d ay D e v i c e S a l e s J o r r i t Va n d e r M e u l e n , V P, A m a zo n D e v i c e s E U BIGGEST HOLIDAY EVER FOR AMAZON DEVICES– UP 2X OVER LAST YEAR’S RECORD- SETTING HOLIDAY Amazon Press Release, 2015 AMAZON DEVICES WERE TOP- SELLING PRODUCTS ACROSS AMAZON.COM LAST HOLIDAY SEASON – #1 WAS FIRE, #3 WAS FIRE TV STICK Amazon Press Release, 2015 HOLIDAY IS A KEY CUSTOMER ACQUISITION PERIOD

20. BALANCE NATURAL PAY DAY REVENUE GROWTH WITH IN-GAME EVENTS ON MID -MONTH WEEKENDS DAILY IAP REVENUE FOR A TOP GROSSING GAME Pay Day In-Game Event In-Game Event

21. PAY DAY GROW TH BY GENRE – TOP GROSSING GAMES MATCH 3 PAY DAY GROWTH CARDS/CASINO STRATEGY TYCOON 15% 12% 42% 18% 12% 14% 58% 22% UNITS REVENUE

22. PR – WHAT MAKES YOUR APP UNIQUE? M i r ro r Fo o t b a l l Pa g e s August 2016 THE TECH INDUSTRY IS THE LATEST SECTOR TO ATTRACT A HOST OF CURRENT FOOTBALLERS. BARCELONA’S GERARD PIQUE HAS BEEN INVOLVED IN CURATING MOBILE APPS. THE FORMER MANCHESTER UNITED STAR OPENED HIS OWN VIDEO GAME DEVELOPMENT STUDIO IN 2012. THE STUDIO TOOK PIQUE’S LOVE FOR FOOTBALL TO CREATE A SERIES OF MOBILE GAMES.

24. MAXIMIZING YOUR EXPOSURE

25. BILLBOARD FEATURE INCREASED DOWNLOADS BY 39% AVERAGE OPPORTUNITIES FOR VISIBILITY Average downloads all Aug Average downloads when merched Data for Aug 2016 for 15 Titles featured on Home page billboard on Mobile and Fire tablet 39% uplift when featured on Billboard

26. WAKESCREEN RESULTS FOR A NEW TITLE F E AT U R I N G I S E V E N M O R E I M PA C T F U L F O R N E W T I T L E S 01/08/2016 02/08/2016 03/08/2016 04/08/2016 05/08/2016 06/08/2016 07/08/2016 08/08/2016 09/08/2016 10/08/2016 11/08/2016 12/08/2016 13/08/2016 14/08/2016 15/08/2016 16/08/2016 17/08/2016 18/08/2016 19/08/2016 20/08/2016 21/08/2016 22/08/2016 23/08/2016 24/08/2016 25/08/2016 26/08/2016 27/08/2016 28/08/2016 29/08/2016 30/08/2016 760% Increase with wakescreen 210% Increase post wakescreen

27. INDIE DEVELOPERS FEATURE PROGRAM PILOT ADDITIONAL VISIBILITY FOR INDIE DEVELOPERS RESULTS: • SOME TITLES BENEFITED MORE THAN OTHERS FROM THE FEATURING • IN CUMULATIVE NUMBERS DAILY DOWNLOADS INCREASED BY 275% • 28% UPLIFT POST FEATURING Group billboard Individual billboards Data for Jul- Aug 2016 Cumulative number of avg. daily downloads for titles featured in "Developer Spotlight" group billboard BEFORE: avg daily downloads DURING: avg daily downloads AFTER: avg daily downloads +275% +28%

28. SELECTION CRITERIA FOR FEATURING Social + App of the Week Device MerchandisingG r e a t C u s t o m e r E x p e r i e n c e N e w o r U p d a t e d S e a s o n a l l y R e l e v a n t Po s i t i v e C u s t o m e r R e v i e w s C l e a r t i t l e a n d d e s c r i p t i o n H i g h q u a l i t y m a r k e t i n g a s s e t s E x c l u s i v e o f f e r s

29. STRONG CREATIVE BENEFITS CUSTOMER CONVERSION Always submit billboard size image as promotional image (size 1024x500 px) If possible add video: special promo video or just game play (especially for Fire TV) Add clear and interesting description: explain what app is about and who is it for and why is it useful C R E A T I V E R E Q U I R E M E N T S

31. DISCOVERABILITY OPPORTUNITY

32. UK DEVELOPER SPOTLIGHT MISSION CONNECT DEVELOPERS AND CUSTOMERS THROUGH GREAT CONTENT

33. Open to all UK Apps and Games developers! Indie Developers Games Studios Brands Start-ups Students/Hobbyists G E T F E AT U R E D O N A M A Z O N A P P S TO R E U K

34. H O W TO S U B M I T Y O U R A P P F O R E VA L U AT I O N bit.ly/spotlightsummit REGISTER ON DEVELOPER PORTAL APPS GET EVALUATED FOR FEATURING! FILL OUT THE UK DEVELOPER SPOTLIGHT FORMSUBMIT YOUR APP NEW

35. W H O A R E T H E A M A Z O N A P P S TO R E C U S TO M E R S ? W H E N D O A M A Z O N C U S TO M E R S B U Y A P P S A N D G A M E S ? W H AT E X P O S U R E O P P O RT U N I T I E S C A N C O N N E C T M Y A P P TO C U S TO M E R S ? H O W D O I A S K A M A Z O N TO F E AT U R E M Y A P P ? WE’LL WORK BACKWARDS BY ANSWERING 4 QUESTIONS…

36. THANK YOU Lauren Stark @lestark @AmazonAppDev lastark@amazon.co.uk developer.amazon.com/appstore bit.ly/AmazonSummitFeedback bit.ly/spotlightsummit

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