Conferencia del BDigitalApps 2012

1. How Consumers
Engage with Apps
Jamie Turner
Author | Speaker | Consultant
Follow Jamie on Twitter @AskJamieTurner

3. Let’s Get to Know One Another

4. 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

5. #1 Best-Selling Mobile Marketing Book
Download your free chapter at 60SecondMarketer.com/GoMobileChapter

6. Agenda
1. Mobile App Facts and
Figures
2. Consumer Behavior: How
Customers Connect with
Apps
3. How to Get Your App
Discovered
4. How to Monetize Your App

7. Tweet by Using
@AskJamieTurner

8. Mobile Media Facts and Figures

9. Mobile Marketing Facts and Figures
Tweet these facts by using @AskJamieTurner

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)
Tweet these facts by using @AskJamieTurner

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)
Tweet these facts by using @AskJamieTurner

12. 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

13. Mobile Marketing Facts and Figures
Tweet these facts by using @AskJamieTurner

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)
Tweet these facts by using @AskJamieTurner

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)
Tweet these facts by using @AskJamieTurner

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)
Tweet these facts by using @AskJamieTurner

17. 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

18. 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

19. 9 Consumer Behavior Secrets

20. Twtpoll.com/uaalif

21. Secret #1: People buy for emotional
reasons

22. Secret #1: People buy for emotional
reasons

23. Secret #2: Sometimes, people don’t
know why they prefer brands

24. Secret #3: The female and male brains
process information differently

25. Secret #3: The female and male brains
process information differently
Female Brain

26. Secret #3: The female and male brains
process information differently
Female Brain Male Brain

27. Secret #4: Different parts of the brain
control different decisions
Prefrontal
Cortex
Amygdala

28. Secret #5: People process information
non-linearly

29. Secret #5: People process information
non-linearly
Aoccdrnig to a rscheearch at
Cmabrigde Uinervtisy, it deosn't
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.

30. Secret #6: The brain wants to create as
much dopamine as possible

31. Secret #7: Novelty is the single most important
factor in capturing our brains attention

32. Secret #8: As much as 95% of our
thoughts happen subconsciously

33. Secret #8: As much as 95% of our
thoughts happen subconsciously

34. Which Woman Was More Appealing to
You?

35. Secret #9: There are 13 Important
Emotional Triggers for Marketers
• Sex • Weight Loss
• Greed • Longevity
• Flattery • Exclusivity
• Fear • Fame
• Self-Improvement • Uncertainty
• Love • Doubt
• Better Health

36. Let’s Talk About Mobile

37. European Mobile Operating System Share
Google RIM Apple Microsoft Symbian, etc.
67% 6% 15% 5% 7%
Sources: IDC and Kantar Worldpanel Comtech

38. How Businesses are Using Mobile
Marketing 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)

39. How Has Mobile Technology Changed
Our Lives?

40. We Used to Take Pictures This Way...

41. Now, We Take Pictures This Way....

42. We Used to Take Notes This Way...

43. Now, We Take Notes This Way....

44. We Used to Surf the Web This Way...

45. Now, We Surf the Web This Way...

46. We Used to Read Newspapers This Way...

47. Now, We Read Newspapers This Way....

48. We Used to Listen to Music This Way...

49. Now, We Listen to Music This Way....

50. We Used to Play Games This Way...

51. Now, We Play Games This Way....

52. We Used to Watch Video This Way...

53. Now, We Watch Video This Way....

54. We Used to Navigate This Way...

55. Now, We Navigate This Way....

56. We Used to Get Discounts This Way...

57. Now, We Get Discounts This Way....

58. We Used to Shop This Way...

59. Now, We Shop This Way....

60. We Use to Re-Fill Prescriptions This Way...

61. Now, We Re-Fill Prescriptions This Way....

62. So, the mobile world has changed our
lives. But it’s also changed the way we
market to customers.

63. 21st Century Marketing Model

64. A 10-Step Program to Help You Get Your
App Discovered and to Help You Make
Some Money as a Result

65. All Roads in Mobile App
Development Should Lead to ROI

66. How Apps Are Used
Games (64%) Weather (60%) Social Networking (56%)
Maps (51%) Music (44%) News (39%)
Entertainment (34%) Banking (32%)
Source: Nielsen

67. 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

68. European Market:
Gaming Apps by Profile
Source: comScore

69. App
Store

70. TV
P.R. Print
App
Social Online
Store
In-App On-
Ads Pack
Mobile

71. 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

72. 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

73. 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

74. The 10 Steps

75. Step #1: Think Backwards

76. Step #2: Select Keywords Carefully

77. Step #3: Steal Ideas from Your Competitors

78. Step #4: Test Your Names and Icons
Yes No

79. 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

80. Step #6:
Don’t Expect Huge Results from Social Media

81. Step #7:
Use Sophisticated Tools to Track Results

82. 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

83. Step #9:
Use Mobile Ad Networks to Hyper-Target

84. Step #9:
Use Mobile Ad Networks to Hyper-Target
• Planned and bought through
an ad agency or via mobile
advertising network

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

86. 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

87. 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

88. 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

89. Other Ideas Worth Exploring

90. Other Ideas Worth Exploring
• Build apps for brands and let
them worry about distribution

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

92. 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

93. Other Ideas Worth Exploring

94. Other Ideas Worth Exploring
• Create hyper-local apps.
Research indicates people
respond to local customization

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

96. 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

97. Action Steps

98. Action Steps

99. Action Steps
• Step #1: Recognize that app
usage will continue to grow,
particularly in the EU5

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

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

102. 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

103. Download this presentation at
www.60SecondMarketer.com/blog

104. Contact Me
Follow me here:
60SecondMarketer.com/blog
@AskJamieTurner
Contact me:
Jamie.Turner@60SecondMarketer.com
678-313-3472