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LAUREN STARK
@lestark uk.linkedin.com/in/laurenstark
WORKING BACKWARD FROM
AMAZON CUSTOMERS:
AUDIENCE MARKETING STRATEGIES
CUSTOMER OBSESSED
START WITH
THE CUSTOMER
AND WORK BACKWARDS
Jeff Bezos
?
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…
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
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
CUSTOMER INSIGHTS
APPSTORE CUSTOMER PROFILES
ASPIRING FRUGAL
FAMILIES
BRAND CONSCIOUS
FAMILIES
EFFICIENT
ACHIEVERS
INFLUENTIAL
GEEKS
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
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
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
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
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
APP USAGE BY GENDER
MATCH 3 GAMES RACING GAMES STRATEGY GAMES
35%
65% 55% 45% 58% 42%
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
PURCHASING TRENDS
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
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
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
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
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
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.
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
MAXIMIZING YOUR
EXPOSURE
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
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
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%
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
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
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
DISCOVERABILITY
OPPORTUNITY
UK DEVELOPER SPOTLIGHT MISSION
CONNECT DEVELOPERS
AND CUSTOMERS
THROUGH GREAT CONTENT
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
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
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…
THANK YOU
Lauren Stark
@lestark
@AmazonAppDev
lastark@amazon.co.uk
developer.amazon.com/appstore bit.ly/AmazonSummitFeedback
bit.ly/spotlightsummit

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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
  • 3. ?
  • 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.
  • 6. 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
  • 7. 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
  • 9. APPSTORE CUSTOMER PROFILES ASPIRING FRUGAL FAMILIES BRAND CONSCIOUS FAMILIES EFFICIENT ACHIEVERS INFLUENTIAL GEEKS
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. APP USAGE BY GENDER MATCH 3 GAMES RACING GAMES STRATEGY GAMES 35% 65% 55% 45% 58% 42%
  • 16. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21.
  • 22. 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
  • 23. 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
  • 24. 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.
  • 25. 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
  • 27. 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
  • 28. 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
  • 29. 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%
  • 30.
  • 31. 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
  • 32. 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
  • 33. 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
  • 35.
  • 36. UK DEVELOPER SPOTLIGHT MISSION CONNECT DEVELOPERS AND CUSTOMERS THROUGH GREAT CONTENT
  • 37. 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
  • 38. 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
  • 39. 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…