От 5000 до 5 млн пользователей: секрет продвижения мобильных приложений

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По оценкам экспертов российский рынок мобильных приложений к 2016 году превысит 1,1 млрд рублей. Сколько из них планируете заработать вы?

Каждое второе приложение оказывается незамеченным пользователями. Если ваша стратегия продвижения окажется неконкурентоспособной, то и вы рискуете получить доход, равный нулю!

В рамках впрезентации мы поделились мировым опытом продвижения мобильных приложений, а так же ответили на следующие вопросы:
– Как выбрать выигрышную стратегию продвижения приложения?
– Как привлечь качественных пользователей?
– Самые важные показатели эффективности
– Как увеличить отдачу от каждого вложенного рубля?
– ДА и НЕТ – советы по оптимизации рекламной кампании. Лучшие практики.

Независимо от того, находитесь ли вы на начальной стадии разработки приложения или уже готовы выпустить его на рынок, наша презентация в любом случае будет полезна.

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  • Reengage Your Core And Lapsed Users
    Track your users throughout the funnel and offer post-installation tailored reengagement ads for every stage.
    Motivate lapsed users to come back and indulge your core customers with bonuses and special promotions

    Remarketing Campaigns
    Website Custom Audiences allow advertisers to create Facebook ads that target users who have previously visited their website.
    Advertisers can isolate specific visitors so they can focus only on those who visited a specific page or section of your site, or those who visited pages that included a particular keyword in the URL.

  • GDN
    The world’s largest display advertising network with over 2 million websites.
    Including
    Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors
    Google sites such as Google Finance, Gmail, Blogger, and YouTube (Google search not included)
  • От 5000 до 5 млн пользователей: секрет продвижения мобильных приложений

    1. 1. From 5,000 to 5,000,000 App Distribution Best Practices Yael Podmazo Director of Matomy Germany Alexander Kuznetsov Director of Revolver Marketing
    2. 2. Matomy Media Group specializes in delivering performance based results to the game industry and provides game publishers and developers a multichannel gateway to global game distribution. Launched Employees Worldwide Countries Registered Media Sources Customers Ad Impressions/month 2007 380 85 16,000 1,500 60B Matomy has 7 years of experience working with many Tier 1 web, mobile and cross platform titles and offers full integration with all tracking solutions. WE DELIVER RESULTS
    3. 3. MOBILE MobitTM: proprietary tracking tool DISPLAY Media buy, Exchanges, networks & SSPs VIRTUAL CURRENCY +3m conversions a month EMAIL MARKETING 375m emails sent per month DOMAIN MONETIZATION 610m UV per month in December 2013 SEARCH SEO/SEM, text links solutions SOCIAL 2.3bn impressions a month VIDEO 2bn impressions in December 2013 CUSTOMER ONE POINT OF CONTACT PERFORMANCE MARKETING PLATFORM Big Data Matomy’s Multi Channel Approach MATOMY is one of the few digital performance-based marketing companies able to deliver campaigns across 8 media channels
    4. 4. Diverse Media Mix, Vast Global Reach +60B Monthly Impressions 1,000 Active Websites +10,000 Registered Affiliates
    5. 5. COST OF ACQUISITION CONTINUES TO RISE Large publishers with big marketing budgets have inflated the US CPI’s year- over-year mainly due to the over saturation of the app stores.
    6. 6. APPS TYPES – FREEMIUM THE WAY TO GO Freemium apps that offer in-app purchases are growing at a fast and steady rate on android
    7. 7. APPS TYPES – FREEMIUM THE WAY TO GO Freemium apps that offer in-app purchases are growing at a fast and steady rate on android
    8. 8. GAMES CONTINUE TO RULE In Q1 2014, Games accounted for almost 90% of Google Play app revenue, up from around 80% in Q1 2013
    9. 9. Who is the Target Audience
    10. 10. KNOW YOUR PLAYERS The type of game will define your users • Casual • Poker • Strategy • Sport • Simulation
    11. 11. CASUAL GAME DEMOGRAPHICS
    12. 12. POKER AND STRATEGY GAME DEMOGRAPHICS
    13. 13. DEFINE YOUR KPI’S Volume 1st/3rd day retention In-app purchases
    14. 14. VOLUME - GET ME USERS NOW
    15. 15. RETENTION
    16. 16. IN-APP PURCHASES
    17. 17. IN-APP PURCHASES
    18. 18. Choosing the Right Channel
    19. 19. PAID DISTRIBUTION CHANNELS DISPLAY FACEBOOK SEARCH GDN APP WALL VIDEO INCENTIVIZED APP DISTRIBUTION APP EMAIL WEB TO MOBILE PRE-INSTALL
    20. 20. DISPLAY Media Buying RTB
    21. 21.  Pre landers  Interstitials  Interactive banners & interstitials
    22. 22. SOCIAL
    23. 23. Smart Targeting Custom Audience Deep Links Lookalike Audience SOCIAL
    24. 24. Reengagement Remarketing SOCIAL
    25. 25. GDN Google recently announced new features (already in beta) designed to help mobile app developers increase visibility, push more app downloads, and increase engagement within downloaded apps*. *on Android only
    26. 26. VIDEO The fastest growing online marketing tool today. View and Download - Google Play - YouTube - Facebook - iOS 8
    27. 27. VIDEO The fastest growing online marketing tool today. Before you make a video: 1. Know who you are targeting 2. Write a detailed script 3. Keep it short to avoid skipping 4. Show characters and gameplay 5. Check the guidelines Good Example
    28. 28. APP DISTRIBUTION APPS A very good tool despite Apple’s ban on these sort of apps.
    29. 29. WEB TO MOBILE Provides the missing link between desktop and mobile use.
    30. 30. MOBILE OFFER WALL Incentivized Non incentivized
    31. 31. PRE INSTALL Get your app installed on Pre owned phone
    32. 32. TRACKING IS CRUCIAL
    33. 33. CPI Success Story – Games Launch a user acquisition campaign with an emphasis on high quality users. 375% boost in app installs from Nov to Dec 13. OBJECTIVE STRATEGY RESULTS ADVERTISER: GREE – Jackpot Slots Implement a series of post-installation downstream events in the game and pinpoint the best performing channels
    34. 34. Grow with us
    35. 35. Contact Us https://www.facebook.com/revolvermarketing www. revolvermarketing.ru ka@revolvermarketing.ru Alexander Kuznetsov +7 (965) 345-23-88

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