Hoe zet ik mijn app in de markt?
• Founder at 

“THINK with people”
• Managing Partner at 

“Heaven Can Wait”
• Wrote a book: “Een Digitaal
Marketing Plan ...
Who can see the connection?
1 2 3
The world has changed
1 2 3
The world has changed
Top Of Mind becomes
Omnipresence
Is marketing for startups DIFFERENT?
http://www.thinkwithpeople.be/de-9-verschillen-tussen-marketing-managers-en-startup-m...
Growth Hacking
Marketing Technology
Use the (digital) product
• Cheap to give away
• Product features can now be
directly responsible for growth.
Use the (digital) product
• Cheap to give away
• Product features can now be
directly responsible for growth.
• Build habi...
Hack (digital) distribution
• Search Engine Optimisation
• YouTube, Pinterest, Instagram,
Vimeo, … as the new eyeball
harv...
Leverage technology
!
• API’s (or workarounds)
• Coders & marketers working
together
“Digitale media” is
more then a website
Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
E...
Riiiiiight
I need a plan ...

BUILD your marketing plan,
don’t INVENT it!
1616
1SLIMME VRAGEN
VOOR JE BEGINT
SMART
QUESTIONS TO
START WITH ...
17
SMART QUESTIONS TO
START WITH ...
Who is your customer?
18
Your Target Group
• Product-market fit.
• Not so much target groups, but
how can you find customers for
the solution you ...
18
Your Target Group
• Online I guess?
• Think about influencers!
• Segment based on what you
mean to your customers. (what...
19
How will your customers
find your company or
brand?
SMART QUESTIONS TO
START WITH ...
20
Exploratie
Beslissing
!
Nood
Gebruik
2
3
1
4
Need Exploration
DecisionExperience
Customer Journey
Customer Journey
• ACTIVE needs versus LATENT
needs
• Activating needs is what
traditional marketing has been
doing since ...
• “The Zero Moment Of Truth”
• Digital Exploration at the ...
• Through SEARCH
• Through SOCIAL
Customer Journey
2323
Customer Journey
• “The First Moment of Truth”
• Different purchasing contexts
• Physical store
• Online
• Multi-channel r...
Customer Journey
• App Pricing:
• Free works best
• Free + in-app purchases is
great
• Cheap is OK (< 5eur)
• Expensive is...
Customer Journey
• “The Second Moment of Truth”
• Help your customers
• The Customer experience is the
ideal opportunity t...
19
What message to bring in
which phase?
SMART QUESTIONS TO
START WITH ...
http://www.youtube.com/watch?v=l5Tw0PGcyN0
The Golden Circle
EENDIGITAALMARKETINGPLANIN100DAGEN
Misschien is er een eenvoudige oplossing en volstaat wat extra uitleg
om de klant blij ...
27
What’s your objective?
SMART QUESTIONS TO
START WITH ...
Get your objectives straight, they are
the lighthouse of your plan!
What’s your objective?
• We’re looking at getting
traction with a broad
audience who doesn’t yet
know they need us ...
• W...
2HEB IK NOG WEL
EEN WEBSITE NODIG?
Do I really need
a website? We’re
on Facebook you
know ...
YES! Don’t build your home on rented land
• Your website is the only piece of
online real-estate you control for
100%.
• Y...
About your website
• From landing page to
community and service channel
• It may be your product
• It’s probably a distrib...
Your site is home to content marketing
• Blog:
• SEO
• Grab a niche
• Use RSS
• Educate your audience
• Become a thought l...
When is the site important?
heeft natuurlijk alles te maken met de hoeveelheid informatie die
daag op het web te vinden is. Om het met de woorden van ...
EENDI
Leesbaar voor
Google
Inhoud
Relevante links
Social
media
SEO Pyramid
When is SEO important?
37
4HEEFT MIJN MARKETING WEL
SOCIALE MEDIA NODIG?
DOES MY
MARKETING
PLAN NEED
SOCIAL MEDIA?
FEB 2014
Social Media in
Belgium
Bron:http://bvlg.blogspot.com
Social Media in
Belgium
10 950 k
5 400 k
1 716 k
1 964 k
1 ...
IAB Framework: 3 pillars
!
!
!
!
!
!
!
!
!
objectives?
I
Intent
A B
What are your KPI’s
Benchmark
Compare
Awareness
Apprec...
The 4 A’s
Dis he/she mention your brand on the social
network?
Did he/she click a link or download something?
Did the cust...
Metrics
Awareness Appreciation Action Advocacy
Facebook
page views,
post views
likes,
comments
clicks, filled
in form
shar...
The “Social Customer”
5MEETBAAR ADVERTEREN
MEASURABLE
ADVERTISING
TEL
Conversie
Impressie
Klik
Betaalde media
KOOP EEN IMPRESSIE EN/OF EEN KLIK, EN CONVERTEER DIE OP JE EIGEN WEBSITE.
Paid...
Channel Example Segmentation method Payment
Traditional
banner
Newspaper sites
Last year’s research shows our visitors are...
When to use online advertising?
6E-MAIL IS NIET DOOD
IS EMAIL DEAD?
Why use email?
7ALTIJD EN OVERAL ONLINE
Appstores!
Start from the customer/user
• Why would they download your
app?
• To make life easier …
• Get fast access to information
...
Study the market!
• Study the categories you want to
be in!
• Look at the top app categories
for Google Play and iOS. User...
Once in the app store
• Reviews matter!

Do whatever is necessary to not
get bad reviews in the first place,
and try to get...
8CREATIEF MET DIGITAALGET CREATIVE
WITH DIGITAL
BUILD your marketing plan, don’t
THANKS for listening and participating,
now ...!
Follow me here: twitter.com/ibert!
and as a startup especially here: twit...
Ia ondernemen met innovatieve apps hoe zet ik mijn app in de markt. Sessie 5. Bert Van Wassenhove
Ia ondernemen met innovatieve apps hoe zet ik mijn app in de markt. Sessie 5. Bert Van Wassenhove
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Ia ondernemen met innovatieve apps hoe zet ik mijn app in de markt. Sessie 5. Bert Van Wassenhove

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Ia ondernemen met innovatieve apps hoe zet ik mijn app in de markt. Sessie 5. Bert Van Wassenhove

  1. 1. Hoe zet ik mijn app in de markt?
  2. 2. • Founder at 
 “THINK with people” • Managing Partner at 
 “Heaven Can Wait” • Wrote a book: “Een Digitaal Marketing Plan in 100 Dagen”
 (www.digitaalmarketingplan.be) • Chief biker @ mototravel.be • http://www.ibert.be www.twitter.com/ibert 
 Bert Van Wassenhove
  3. 3. Who can see the connection?
  4. 4. 1 2 3 The world has changed
  5. 5. 1 2 3 The world has changed
  6. 6. Top Of Mind becomes Omnipresence
  7. 7. Is marketing for startups DIFFERENT? http://www.thinkwithpeople.be/de-9-verschillen-tussen-marketing-managers-en-startup-marketeers/
  8. 8. Growth Hacking Marketing Technology
  9. 9. Use the (digital) product • Cheap to give away • Product features can now be directly responsible for growth.
  10. 10. Use the (digital) product • Cheap to give away • Product features can now be directly responsible for growth. • Build habit-forming products • Behaviour = 
 Motivation + Trigger + Action
  11. 11. Hack (digital) distribution • Search Engine Optimisation • YouTube, Pinterest, Instagram, Vimeo, … as the new eyeball harvesters. • And other Social Media (Facebook = The New TV)
  12. 12. Leverage technology ! • API’s (or workarounds) • Coders & marketers working together
  13. 13. “Digitale media” is more then a website
  14. 14. Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites Google YouTube Google Maps Google Search Google Images Mobile & Apps Betaalde media e-mailing CPC- advertising Banners B Eigen media e-commerce sites company sites Verdiende media blogsfora twitter facebook location based services campaign sites
  15. 15. Riiiiiight I need a plan ...

  16. 16. BUILD your marketing plan, don’t INVENT it!
  17. 17. 1616 1SLIMME VRAGEN VOOR JE BEGINT SMART QUESTIONS TO START WITH ...
  18. 18. 17 SMART QUESTIONS TO START WITH ... Who is your customer?
  19. 19. 18 Your Target Group • Product-market fit. • Not so much target groups, but how can you find customers for the solution you invented. • B2B vs B2C • Who in the value chain has money and pain?
  20. 20. 18 Your Target Group • Online I guess? • Think about influencers! • Segment based on what you mean to your customers. (what is the role you fulfil)
  21. 21. 19 How will your customers find your company or brand? SMART QUESTIONS TO START WITH ...
  22. 22. 20 Exploratie Beslissing ! Nood Gebruik 2 3 1 4 Need Exploration DecisionExperience Customer Journey
  23. 23. Customer Journey • ACTIVE needs versus LATENT needs • Activating needs is what traditional marketing has been doing since forever, and it fits the purpose. • Social media are the new mass communication channels. Nobody gets up in the morning to come download your app!
  24. 24. • “The Zero Moment Of Truth” • Digital Exploration at the ... • Through SEARCH • Through SOCIAL Customer Journey
  25. 25. 2323
  26. 26. Customer Journey • “The First Moment of Truth” • Different purchasing contexts • Physical store • Online • Multi-channel retail • Mobile is crucial!
  27. 27. Customer Journey • App Pricing: • Free works best • Free + in-app purchases is great • Cheap is OK (< 5eur) • Expensive is only for niche (> 5 euro)
  28. 28. Customer Journey • “The Second Moment of Truth” • Help your customers • The Customer experience is the ideal opportunity to generate & stimulate: • CONVERSATION • CONTENT CREATION • Commercial opportunities for: • Cross-sell • Up-sell • Referral • Prepare the next sale
  29. 29. 19 What message to bring in which phase? SMART QUESTIONS TO START WITH ...
  30. 30. http://www.youtube.com/watch?v=l5Tw0PGcyN0 The Golden Circle
  31. 31. EENDIGITAALMARKETINGPLANIN100DAGEN Misschien is er een eenvoudige oplossing en volstaat wat extra uitleg om de klant blij te maken. In veel gevallen volstaat het al om naar een ontevreden klant te luisteren en begrip te tonen, om verdere negatieve uitlatingen op het internet of bij vrienden te vermijden. Een goede ondersteuning en communicatie wanneer een consument jouw product of dienst gebruikt, heeft tenslotte als belangrijk effect dat deze voor een volgende aankoop minder ver gaat zoeken. De explora- tiefase wordt minder belangrijk en er wordt sneller beslist om opnieuw jouw merk te kopen. Exploratie Beslissing ! Nood Gebruik 2 3 1 4 DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.) We zullen dit model in de rest van het boek aanhouden om te duiden in welke fase welk digitaal medium belangrijk en minder belangrijk is. WHY HOW WHAT What to communicate about?! ! Issues your customers have when dealing with …
 . " How important they are, what the impact can be, why this will become more important in the future. What to communicate about?! ! How to best solve these issues, without talking about products/services. What to communicate about?! ! The value of these products/ services in solving pain." + Convert
  32. 32. 27 What’s your objective? SMART QUESTIONS TO START WITH ...
  33. 33. Get your objectives straight, they are the lighthouse of your plan!
  34. 34. What’s your objective? • We’re looking at getting traction with a broad audience who doesn’t yet know they need us ... • We’ve got loads of customers, but we want to keep them from running of to competition ... • We offer a popular service people look for on the web, we just need to get them to OUR app … • Loads of traffic on the site/ app, but we can’t get them to actually buy our stuff ...
  35. 35. 2HEB IK NOG WEL EEN WEBSITE NODIG? Do I really need a website? We’re on Facebook you know ...
  36. 36. YES! Don’t build your home on rented land • Your website is the only piece of online real-estate you control for 100%. • You control the design • You own the data • You can target and personalise the site • You can reach the entirety of your audience • Don’t trust Facebook (or any other tech startup) • Nurture your URL, this is your identity!
  37. 37. About your website • From landing page to community and service channel • It may be your product • It’s probably a distribution channel • Think Mobile! • Measure!
  38. 38. Your site is home to content marketing • Blog: • SEO • Grab a niche • Use RSS • Educate your audience • Become a thought leader, • Write guests post • Produce White Papers, ebooks, Guides • Publish Infographics • Organise Webinars
  39. 39. When is the site important?
  40. 40. heeft natuurlijk alles te maken met de hoeveelheid informatie die daag op het web te vinden is. Om het met de woorden van Eric Sc (toen ceo van Google) te zeggen: ‘We create as much information in two days now as we did from the dawn of man through 2003.’ ERIC SCHMIDT Met dit soort hoeveelheden informatie kan een consument enkel d
  41. 41. EENDI Leesbaar voor Google Inhoud Relevante links Social media SEO Pyramid
  42. 42. When is SEO important?
  43. 43. 37 4HEEFT MIJN MARKETING WEL SOCIALE MEDIA NODIG? DOES MY MARKETING PLAN NEED SOCIAL MEDIA?
  44. 44. FEB 2014 Social Media in Belgium Bron:http://bvlg.blogspot.com Social Media in Belgium 10 950 k 5 400 k 1 716 k 1 964 k 1 200 k 1 000 k 100 k
  45. 45. IAB Framework: 3 pillars ! ! ! ! ! ! ! ! ! objectives? I Intent A B What are your KPI’s Benchmark Compare Awareness Appreciation Advocacy Action
  46. 46. The 4 A’s Dis he/she mention your brand on the social network? Did he/she click a link or download something? Did the customer see the message? Did he/she make a connection between himself and your brand?! ! ! A Awareness! Appreciation! Action! Advocacy! What are your KPI’s
  47. 47. Metrics Awareness Appreciation Action Advocacy Facebook page views, post views likes, comments clicks, filled in form shares, mentions Twitter views? favorite,! replies clicks mentions, retweets
  48. 48. The “Social Customer”
  49. 49. 5MEETBAAR ADVERTEREN MEASURABLE ADVERTISING
  50. 50. TEL Conversie Impressie Klik Betaalde media KOOP EEN IMPRESSIE EN/OF EEN KLIK, EN CONVERTEER DIE OP JE EIGEN WEBSITE. Paid Media
  51. 51. Channel Example Segmentation method Payment Traditional banner Newspaper sites Last year’s research shows our visitors are 60% male, so we’ll show everybody car ads. Per 1000 impressions (CPM) Social Media Ads Facebook We know this guy is 35 and he’s got 3 kids, so we’ll show him SUV ads. CPM or per click (CPC) Search Ads Google This guy just did a search for a Renault Espace, so we’ll show him a VW Sharan ad. CPC Affiliate marketing Robscrappysite.net We don’t have a clue why we are advertising cars to this guy, but we only pay if he actually buys a car, so who cares :). Per action or acquistion (CPA) Which advertising channel?
  52. 52. When to use online advertising?
  53. 53. 6E-MAIL IS NIET DOOD IS EMAIL DEAD?
  54. 54. Why use email?
  55. 55. 7ALTIJD EN OVERAL ONLINE Appstores!
  56. 56. Start from the customer/user • Why would they download your app? • To make life easier … • Get fast access to information they frequently use. • So NOT for one-off communication purposes!
  57. 57. Study the market! • Study the categories you want to be in! • Look at the top app categories for Google Play and iOS. Users sometimes browse through category pages for apps to download.
  58. 58. Once in the app store • Reviews matter!
 Do whatever is necessary to not get bad reviews in the first place, and try to get people to change their reviews after they’ve left a bad one. • Screenshots are a window into your app. • Think about your app’s name!
 Will it be easy to search for and easy to find? • Don’t rely on the marketplaces alone for new traffic.
 There are simply too many apps now and you are a needle in a haystack.
  59. 59. 8CREATIEF MET DIGITAALGET CREATIVE WITH DIGITAL
  60. 60. BUILD your marketing plan, don’t
  61. 61. THANKS for listening and participating, now ...! Follow me here: twitter.com/ibert! and as a startup especially here: twitter.com/thinkwpeople

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