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The 8 Commandments of App Marketing (App Promotion Summit Berlin 2013)


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So you have a great app? Congrats! Now you have to promote it. The presentation gives a number of guidelines/tips to maximise the effectiveness of your app marketing process. Everything from marketing attribution tips to creatives and how to buy.

Published in: Marketing, Business, Technology
  • Hey Diego, was nice reading it, but has to be much better listening at the time as some content is hard to understand :) would add crosspromotion as a strategy too. Worked great to me, both while doing it between my own apps or between other developers apps (crosspromoting) using developers groups, like tappx devs community in my case
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The 8 Commandments of App Marketing (App Promotion Summit Berlin 2013)

  1. 1. The 10 9 8 commandments of App Promotion by Diego Meller November 2013
  2. 2. Ultimate algorithm to decide if you need app promotion.
  3. 3. Start No Is your No app Instagram, Snapchat, Angry Birds, Talking Tom, QuizUp? Yes Are you best friends with Oprah or equivalent? No No Are you a your app with a few dozen Jedi or can do people that are not actual magic? related to you? Yes Yes Yes Go back to Good… Tested start, don’t collect No They love it? $200 Yes Stop showing off and go enjoy the outdoors or something. You need app promotion now!
  4. 4. App promotion is chaotic
  5. 5. 2 million apps to compete with....
  6. 6. ~ Facebook + Google Web +150 Ad Networks Mobile No single source with critical mass
  7. 7. Tracking is complex Blind Marketing Spend
  8. 8. So… now the commandments
  9. 9. 1. Thou app shalt not suck
  10. 10. 1. Thou app shalt not suck Everything that comes after useless otherwise Solve a problem, improve on another app. Don’t invent new UX, just copy what works. Viral and social built into the app. Test it before spending money!
  11. 11. 2. App Store Optimised
  12. 12. 2. App Store Optimised Describe it properly, make it match marketing Use the right keywords in title and description Keep an eye on reviews Screenshots are important, what most see
  13. 13.
  14. 14. 3. Measure properly
  15. 15. 3. Measure properly In-app tracking ≠ Marketing Attribution Use MAT, AdEven, Ad-x, Appsflyer Don’t use “others” Track post install events Look at the install and events funnel
  16. 16. 4. Set an objective
  17. 17. 4. Set an objective Market Share? Category Leader? 1,000,000 users? $ 1,000,000 in revenues? Viral traction / “x” K factor? To be in the “top of the rankings” is NOT an objective
  18. 18. 5. Only spend CPI or CPA
  19. 19. 5. Spend only CPI/CPA Focus on building a kick ass app A lot of companies focusing on optimising If you are measuring post-install, CPI ideal You eliminate acquisition funnel risk Impression -> Click -> Install -> Event
  20. 20. 6. A gazillion creatives
  21. 21. 6. A gazillion creatives Creatives are the key to optimization. It’s the user’s first contact with the app. The more, the merrier. +10 per format, +25% Check for a guide
  22. 22. 7. Know what you are buying
  23. 23. How much for 1kg of Android Installs?
  24. 24. What determines CPI? OS/Platform (iOS, Android, etc.) Incentivized or Non incentivized? Size of the app Daily volume objective Country / Other targeting
  25. 25. Where to buy CPI Pricing? High Volume DSPs/Agreggators RTB Exchanges Ad Networks Affiliate Networks Facebook Large Publishers Incent Networks Cross Promotion Expert level Targetting Transparency Quality
  26. 26. 8. Start small!
  27. 27. 8. Start small! Start with a small test budget, small countries Analyze results, improve the app/creatives Take a “lean” approach
  28. 28. So… the 8 commandments 1. 2. 3. 4. 5. 6. 7. 8. Thou app shalt not suck App Store Optimisation Measure the right things Set an objective Only spend CPI/CPA A gazillion creatives Know what you are buying Start small
  29. 29. Technology applied to mobile app marketing We manage your entire app promotion by planning, executing, tracking and optimising your mobile advertising across +100 ad networks, RTB Exchanges and large publishers. App Installs Buenos Aires, Rio and London In-house developed Technology 20 People Team Re-Targeting Programmatic Buying +5B Impressions Monthly Worldwide +500,000
  30. 30. Hasta luego! @jampp @diemel