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How Consumers Engage With Mobile Apps

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How do consumers engage with mobile apps? More importantly, how can app developers use that knowledge to sell more of their apps to willing buyers?

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How Consumers Engage With Mobile Apps

  1. 1. How ConsumersEngage with Apps Jamie Turner Author | Speaker | Consultant Follow Jamie on Twitter @AskJamieTurner
  2. 2. Let’s Get to Know One Another
  3. 3. Introductions• Co-author of How to Make Money with Social Media and Go Mobile• Regular guest on CNN and HLN on the topic of social media and mobile marketing• Fortune 500 experience As Seen On with Coca-Cola, CNN, AT&T and others
  4. 4. #1 Best-Selling Mobile Marketing BookDownload your free chapter at 60SecondMarketer.com/GoMobileChapter
  5. 5. Agenda1. Mobile App Facts and Figures2. Consumer Behavior: How Customers Connect with Apps3. How to Get Your App Discovered4. How to Monetize Your App
  6. 6. Tweet by Using@AskJamieTurner
  7. 7. Mobile Media Facts and Figures
  8. 8. Mobile Marketing Facts and Figures Tweet these facts by using @AskJamieTurner
  9. 9. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com) Tweet these facts by using @AskJamieTurner
  10. 10. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• The total global applications market is expected to be worth $25 billion by 2015 (up from about $6.8 billion in 2010). (Source: Markets and Markets) Tweet these facts by using @AskJamieTurner
  11. 11. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• The total global applications market is expected to be worth $25 billion by 2015 (up from about $6.8 billion in 2010). (Source: Markets and Markets)• The European mobile applications market stood at $1.2 billion in 2009, but is expected to become the largest market by 2015 at $8.4 billion (Source: Markets and Markets) Tweet these facts by using @AskJamieTurner
  12. 12. Mobile Marketing Facts and FiguresTweet these facts by using @AskJamieTurner
  13. 13. Mobile Marketing Facts and Figures • Nearly half of smartphone users in the EU5 play games on their phones at least once a month (Source: ComScore)Tweet these facts by using @AskJamieTurner
  14. 14. Mobile Marketing Facts and Figures • Nearly half of smartphone users in the EU5 play games on their phones at least once a month (Source: ComScore) • The number of EU5 smartphone gamers has grown 55% over the past year (Source: ComScore)Tweet these facts by using @AskJamieTurner
  15. 15. Mobile Marketing Facts and Figures • Nearly half of smartphone users in the EU5 play games on their phones at least once a month (Source: ComScore) • The number of EU5 smartphone gamers has grown 55% over the past year (Source: ComScore) • The average smartphone user has 65 apps installed but only uses 15 in a week (Source: Flurry.com)Tweet these facts by using @AskJamieTurner
  16. 16. Mobile Marketing Facts and Figures • Nearly half of smartphone users in the EU5 play games on their phones at least once a month (Source: ComScore) • The number of EU5 smartphone gamers has grown 55% over the past year (Source: ComScore) • The average smartphone user has 65 apps installed but only uses 15 in a week (Source: Flurry.com) • 85% of social gamers quit playing after the first day (Source: Playnomics)Tweet these facts by using @AskJamieTurner
  17. 17. What These Facts Mean For You• The global market is growing• The EU5 market is growing even faster than the global market• But there are problems: It’s hard to be found and there’s a high churn rate (85% after the first day)• The solution: Understand how the consumer mind works and leverage that for your business
  18. 18. 9 Consumer Behavior Secrets
  19. 19. Twtpoll.com/uaalif
  20. 20. Secret #1: People buy for emotionalreasons
  21. 21. Secret #1: People buy for emotionalreasons
  22. 22. Secret #2: Sometimes, people don’tknow why they prefer brands
  23. 23. Secret #3: The female and male brainsprocess information differently
  24. 24. Secret #3: The female and male brainsprocess information differently Female Brain
  25. 25. Secret #3: The female and male brainsprocess information differently Female Brain Male Brain
  26. 26. Secret #4: Different parts of the braincontrol different decisions Prefrontal CortexAmygdala
  27. 27. Secret #5: People process informationnon-linearly
  28. 28. Secret #5: People process informationnon-linearly Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosnt mttaer what oredr the ltteers in a word are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm.
  29. 29. Secret #6: The brain wants to create asmuch dopamine as possible
  30. 30. Secret #7: Novelty is the single most importantfactor in capturing our brains attention
  31. 31. Secret #8: As much as 95% of ourthoughts happen subconsciously
  32. 32. Secret #8: As much as 95% of ourthoughts happen subconsciously
  33. 33. Which Woman Was More Appealing toYou?
  34. 34. Secret #9: There are 13 ImportantEmotional Triggers for Marketers • Sex • Weight Loss • Greed • Longevity • Flattery • Exclusivity • Fear • Fame • Self-Improvement • Uncertainty • Love • Doubt • Better Health
  35. 35. Let’s Talk About Mobile
  36. 36. European Mobile Operating System Share Google RIM Apple Microsoft Symbian, etc. 67% 6% 15% 5% 7%Sources: IDC and Kantar Worldpanel Comtech
  37. 37. How Businesses are Using MobileMarketing to Grow Revenues• Mobile Web Sites• Short Message Service (SMS)• Multimedia Message Service (MMS)• Mobile Display Ads• Mobile Paid Search• Location-Based Marketing: LBS, NFC, Bluetooth and LBA• Apps• 2D Codes (QR Codes)
  38. 38. How Has Mobile Technology ChangedOur Lives?
  39. 39. We Used to Take Pictures This Way...
  40. 40. Now, We Take Pictures This Way....
  41. 41. We Used to Take Notes This Way...
  42. 42. Now, We Take Notes This Way....
  43. 43. We Used to Surf the Web This Way...
  44. 44. Now, We Surf the Web This Way...
  45. 45. We Used to Read Newspapers This Way...
  46. 46. Now, We Read Newspapers This Way....
  47. 47. We Used to Listen to Music This Way...
  48. 48. Now, We Listen to Music This Way....
  49. 49. We Used to Play Games This Way...
  50. 50. Now, We Play Games This Way....
  51. 51. We Used to Watch Video This Way...
  52. 52. Now, We Watch Video This Way....
  53. 53. We Used to Navigate This Way...
  54. 54. Now, We Navigate This Way....
  55. 55. We Used to Get Discounts This Way...
  56. 56. Now, We Get Discounts This Way....
  57. 57. We Used to Shop This Way...
  58. 58. Now, We Shop This Way....
  59. 59. We Use to Re-Fill Prescriptions This Way...
  60. 60. Now, We Re-Fill Prescriptions This Way....
  61. 61. So, the mobile world has changed ourlives. But it’s also changed the way wemarket to customers.
  62. 62. 21st Century Marketing Model
  63. 63. A 10-Step Program to Help You Get YourApp Discovered and to Help You MakeSome Money as a Result
  64. 64. All Roads in Mobile AppDevelopment Should Lead to ROI
  65. 65. How Apps Are Used Games (64%) Weather (60%) Social Networking (56%) Maps (51%) Music (44%) News (39%) Entertainment (34%) Banking (32%)Source: Nielsen
  66. 66. How Apps Are Used 75 50 25 0 Games (64%) Weather (60%) Social Networking (56%) Maps (51%) Music (44%) News (39%) Entertainment (34%) Banking (32%)Source: Nielsen
  67. 67. European Market: Gaming Apps by ProfileSource: comScore
  68. 68. AppStore
  69. 69. TV P.R. Print AppSocial Online Store In-App On- Ads Pack Mobile
  70. 70. How Do You Discover Apps? TV (1.6%) Online (53%) Mobile Advertising (7.3%) Social Media (5.8%) Newsletters (2.0%) Recommendations from Friends (8.8%) App Stores (21.6%)Source: GetJar
  71. 71. How Do You Discover Apps? 50 40 30 20 10 0 TV (1.6%) Online (53%) Mobile Advertising (7.3%) Social Media (5.8%) Newsletters (2.0%) Recommendations from Friends (8.8%) App Stores (21.6%)Source: GetJar
  72. 72. How Do You Discover Apps? 50 This is Your 40 Secret Weapon 30 20 10 0 TV (1.6%) Online (53%) Mobile Advertising (7.3%) Social Media (5.8%) Newsletters (2.0%) Recommendations from Friends (8.8%) App Stores (21.6%)Source: GetJar
  73. 73. The 10 Steps
  74. 74. Step #1: Think Backwards
  75. 75. Step #2: Select Keywords Carefully
  76. 76. Step #3: Steal Ideas from Your Competitors
  77. 77. Step #4: Test Your Names and Icons Yes No
  78. 78. Step #5: Get Featured on App Review Sites• PocketFullOfApps • PocketGamer• Mashable • AppShopper• TechCrunch • AppAdvice• BusinessInsider • AndroidAndMe• Wired • iPhoneLife• GameSpot • AppCraver• AppScout • BestAppsForKids• TechRadar • AppPicker• EuroGamer • AppGamer• GameZebo • AppAddict
  79. 79. Step #6:Don’t Expect Huge Results from Social Media
  80. 80. Step #7:Use Sophisticated Tools to Track Results
  81. 81. Step #8: Run Burst Campaigns• Calculate the number of downloads you’ll need to get featured in the App stores• Run paid ad campaigns in flights to drive downloads in bursts• Take your foot off the pedal after the bursts Time Paid Ads Net Customer Base
  82. 82. Step #9:Use Mobile Ad Networks to Hyper-Target
  83. 83. Step #9:Use Mobile Ad Networks to Hyper-Target• Planned and bought through an ad agency or via mobile advertising network
  84. 84. Step #9:Use Mobile Ad Networks to Hyper-Target• Planned and bought through an ad agency or via mobile advertising network• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others
  85. 85. Step #9:Use Mobile Ad Networks to Hyper-Target• Planned and bought through an ad agency or via mobile advertising network• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others• Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis
  86. 86. Step #9:Use Mobile Ad Networks to Hyper-Target• Custom audiences -- TV fans, telecom switchers, business travelers, etc.• Location-Based Advertising• Nielsen Top 100 Sites• WiFi context targeting -- cable provider, hotels, airports, etc.• Geographic targeting -- Country, DMA, etc.• Demographic targeting• Time of day targeting• Advertiser retargeting through pixels or clicker tracking• Carrier/handset targeting• Age of device/profile
  87. 87. Step #10: Focus on Customer Retention• Add new features• Run competitions• Add new platforms• Build loyalty• Brand advocators• Find new customers• Special offers Source: GetJar
  88. 88. Other Ideas Worth Exploring
  89. 89. Other Ideas Worth Exploring• Build apps for brands and let them worry about distribution
  90. 90. Other Ideas Worth Exploring• Build apps for brands and let them worry about distribution• Create cross-platform games that work across mobile, TV and consoles
  91. 91. Other Ideas Worth Exploring• Build apps for brands and let them worry about distribution• Create cross-platform games that work across mobile, TV and consoles• Partner with other media outlets (TV shows) to create apps with a built-in audience
  92. 92. Other Ideas Worth Exploring
  93. 93. Other Ideas Worth Exploring • Create hyper-local apps. Research indicates people respond to local customization
  94. 94. Other Ideas Worth Exploring • Create hyper-local apps. Research indicates people respond to local customization • Build a referral engine into your app -- points gained through referrals
  95. 95. Other Ideas Worth Exploring • Create hyper-local apps. Research indicates people respond to local customization • Build a referral engine into your app -- points gained through referrals • Create innovative, breakthrough word-of-mouth campaigns that create buzz and awareness about your app
  96. 96. Action Steps
  97. 97. Action Steps
  98. 98. Action Steps• Step #1: Recognize that app usage will continue to grow, particularly in the EU5
  99. 99. Action Steps• Step #1: Recognize that app usage will continue to grow, particularly in the EU5• Step #2: Acknowledge the fact that the marketplace continues to get crowded
  100. 100. Action Steps• Step #1: Recognize that app usage will continue to grow, particularly in the EU5• Step #2: Acknowledge the fact that the marketplace continues to get crowded• Step #3: Accept the fact that relying on organic traffic is a failed strategy
  101. 101. Action Steps• Step #1: Recognize that app usage will continue to grow, particularly in the EU5• Step #2: Acknowledge the fact that the marketplace continues to get crowded• Step #3: Accept the fact that relying on organic traffic is a failed strategy• Step #4: Use paid advertising, particularly mobile to drive downloads
  102. 102. Download this presentation atwww.60SecondMarketer.com/blog
  103. 103. Contact MeFollow me here:60SecondMarketer.com/blog@AskJamieTurnerContact me:Jamie.Turner@60SecondMarketer.com678-313-3472

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