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The Ten Commandments of App Marketing - Big Ideas Machine at Digital Growth Day

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Digital Growth Day: September 18, 2014
THE TEN COMMANDMENTS OF MOBILE APP MARKETING
Everyone knows that apps are the future - but how do you market them? With hundreds of apps launching every day, how do you build an audience, reach the media, and get your app featured on the app stores? Most importantly of all, how can you turn your app into a business?

We'll share the ten essential considerations that any brand or publisher needs to address when launching an app, and give an up-to-date viewpoint on the challenges and rewards of the app business.

James Kaye, Director, Big Ideas Machine

John Ozimek, Director, Big Ideas Machine

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The Ten Commandments of App Marketing - Big Ideas Machine at Digital Growth Day

  1. 1. The ten commandments of mobile app marketing Digital Growth Day, London, September 18 2014
  2. 2. 2 ABOUT US We are Big Ideas Machine. We market apps and help technology companies with their PR, marke<ng, social content and launch strategies
  3. 3. the future of PR is no longer just about media contacts. Instead, we believe that PR needs to blend the strengths of good media rela<ons with content marke<ng, events, and a whole mixture of digital and offline communica<ons. We have created Big Ideas Machine to deliver a new kind of PR and marke<ng for our clients
  4. 4. blimey! that’s a lot of apps between the two main app stores there are currently 2,500,000 apps available •Over 1.2 million apps now on the App Store and 1.3 million on Google Play • 75 billion apps have been downloaded so far on iOS and 50 billion on Android •Gartner projects 269 billion app downloads by 2017 with 95% being free 1,300,000 1,200,000 iOS Andoid
  5. 5. how many downloads do I need? gaining significant ranking in the app stores varies between OS, category, and free vs paid • Getting ranked in the top 50 grossing charts requires much lower revenues for the Google Play store than the Apple App Store • However, an app needs to generate this daily average for a longer period in Google Play than in the Apple App Store to obtain this top position Revenue generated by applica2ons with rank 50 United States, Top Overall Grossing, May 2013, Daily Average iPhone iPad Google Play $0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 Source: Distimo
  6. 6. how many downloads do I need? gaining significant ranking in the app stores varies between OS, category, and free vs paid • 2.5K free downloads are needed per day to reach rank 50 in the Amazon Appstore (x9 less than in the Apple App Store for iPhone) • revenues needed to get a 50 spot for paid apps on Amazon were 2.8 times lower than in the Apple App Store for iPhone in May 2013 0 3,000 2,500 2,000 1,500 1,000 500 Free Ranking Paid Ranking downloads Source: Distimo
  7. 7. app marketing – where’s the love? a significant majority of developers underestimate the investment needed to market an app • AppFlood’s survey of over 1000 small, medium and large developers found that over 78% had allocated $5,000 or less for marketing • only 9% of small developers had used a specialist PR agency versus 18% of medium/large developers big developer medium developer small developer what was your allocated budget? 0% 20% 40% 60% 80% 100% $10,000+ $5,000-$10,000 $4,999 or less Source: AppFlood, “Developer attitudes to app marketing”, 2013 http://appflood.com/appflood-wordpress/wp-content/uploads/2013/06/AppFlood-Developer-Attitudes-to-App-Marketing-2013.pdf
  8. 8. The depressing bit… statistically, the chances of making millions from an app are slim to none • 60% or more of developers don’t break even (AppPromo) • 81% of the top grossing apps come from 50 companies (Midia Research) • On Apple's store, 105 companies accounted for the 350 top grossing apps, while on Google Play, 81 companies made up the list (Distimo) • 84.9% of the top grossing 700 apps were games (Midia Research) • 1.6 % of developers make more than the other 98.4 per cent combined. Of 3m mobile developers in the world today, more than half make less than $500 per app per month (Vision Mobile survey of 10,000 developers) • 24% of developers interested in making money earn nothing at all. A further 23% make less than $100 per app per month (Vision Mobile survey of 10,000 developers)
  9. 9. The depressing bit… statistically, the chances of making millions from an app are slim to none 6% 11% Revenue distribu2ons -­‐ Android vs iOS first 16% 10% 20% developers below the app poverty line % of developers using each plaBorm as primary Source: Vision Mobile, Developer Economics Q3 2014 Android iOS 15% 23% 15% 35% 49% 0 25 50 75 100 <$100 $100-500 $500-5,000 $5K-25K $25K + of developers have an app earning >$500K per month. Together they earn mul2ples 1.6% of the other 98.4% of developers combined
  10. 10. “hope is not a strategy” our favourite quote from former Mayor of New York, Rudolf Guiliani • the odds are against you • app marketing is still an afterthought • the barriers to entry are continually rising • consumers are fickle (and less willing to pay if they are Android users) • large companies and brands need internal facilitators • there’s a huge amount of apps appearing all the time • there is no magic bullet for success
  11. 11. developers must wear multiple hats to self-publish requires extreme multi-tasking, or more sensibly, more resources product manager game designer data analyst PR & marketing manager community advertising guru manager it’s no longer enough just to focus on developing an app -­‐ instead you need a long term strategy for success -­‐ both for user acquisition, retention and revenue. Plus, with F2P now the dominant model, it’s essential to understand how to harness mobile advertising and IAP
  12. 12. the ten commandments of app marketing
  13. 13. 1st commandment: quality, quality, quality • the #1 rule for app success • benchmark! • be unique/different • test and get feedback • stand out to secure reviews • customers can smell a rat • the app stores love quality and polish 0 1 2 3 4 5 6 7 8 9 10 11 12 7% 6% 5% 4% 11% 9% 16% 14% 24% 20% 29% 38% 100% iOS and Android app user reten<on months since acquisi<on (%) Source: Flurry Analytics 2012
  14. 14. 2nd commandment: have a strategy What formats will I launch on ? What’s my marketing plan? What’s my launch strategy? What is my app for ? Is my app any good ? Will it create buzz? How will I position my app? Why is my app better than the competition? What’s my post-­‐launch plan? What does my app do? What ‘s my testing and user feedback plan? What’s my business model? Self publish or publisher?
  15. 15. 1 2 3 4 5 6 7 user reads a review or hears about your app user searches online or on the app store 8 ASO helps your app to be discovered views app name, icon and description sounds interesting -­‐ clicks to read more views info, screenshots and user reviews downloads opens! 3rd commandment: understand the funnel you will lose users at every step
  16. 16. 4th commandment: first impressions count • consumers make snap decisions • select good screenshots and make a great video • Google Play recently overhauled its pages to include more images • the icon should be eyecatching • the name should be clear and relate to what the app does. Think about embedding a keyword in the name
  17. 17. 4th commandment: first impressions count “It’s unfortunate, but I don’t have time to download and test every app that comes out…. a video takes just seconds to watch and can be the difference in whether an app gets a longer look.” Barbara Holbrook, Editor in Chief, Appcraver “The bottom line: imperfect app names force shoppers to work harder, and that will mean fewer downloads. For all of the time you put into developing the app, isn’t the name worth the added effort?” Interbrand
  18. 18. 5mtoht icvoamtems tahned mapepn stt: ourned oewrsnteanrsd what • Apple sells hardware • Apple are kingmakers • Apple likes accessibility • Google doesn’t want to see lazy iOS ports • Google are more measured • Amazon is new and emergent, but its devices are not as powerful • don’t forget Samsung! • Microsoft is investing heavily in its ecosystem and has less competition on its store
  19. 19. 6th commandment: understand ASO ! • “Approximately 75% of organic downloads on Google Play originate from a user search. About half come from searching for a brand title, and one quarter from a more generic search.” – Fiksu • “The more net installs, the higher the browse rank. In short, high volumes of low cost installs will not help with browse rank in Google Play – it’s all about long-­‐term retention.” -­‐ Fisku ! search app store family or friend how do users discover new apps? 3rd party site app promoting other apps media sync software (iTunes) TV ad in-app ad device homepage 5% 5% 3% career homepage email tip other 8% 13% 13% 17% 17% 21% 21% 63% 61% 5% 3% 6% 9% 10% 6% 3% 9% 17% 15% 53% 63% Android market App store Source: Nielsen, Q3 2011
  20. 20. 7th commandment: spread the word • target the media you want to reach and plan ahead • outside of games, there is little dedicated coverage of apps unless it really captures the zeitgeist -­‐ think Angry Birds, Candy Crush, Uber, Snapchat, WhatsApp • understand what they want to hear about, and be clear, concise and to the point • focus on anything unique or noteworthy such as a brand name • brands should be using all available touchpoints to get noticed • app store editorial support is the holy grail but few people can get it or promise it • remember -­‐ there are zero guarantees of coverage
  21. 21. 7th commandment: spread the word • websites still matter! Can be good for SEO • integrate with video, social media and links to reviews • video is essential and YouTube is the 2nd biggest search engine in the world • build hype on Facebook and Twitter. Use it for feedback and build community. Engage passionate advocates on a deeper level • Use cost-­‐effective tools such as SocialBro, Hootsuite and JustUnfollow to build your social following
  22. 22. 8th commandment: master the mobile ad • there’s a myriad of networks and acquisition methods – CPA, CPD, RTB, performance, social, blind, premium, install exchanges etc • using mobile ads is essential if your app is F2P • don’t try this at home kids -­‐ your product needs to be good! • prepare to spend…BIG • be in it for the long game – testing, tweaking and retargeting are key • understand your numbers – in-­‐app analytics and customer insight/metrics are essential. Knowing your ARPU, ARPPU, LTV is key to effective CPA’s…
  23. 23. 8th commandment: master the mobile ad
  24. 24. 9th commandment: cross promotion works “In a world where most developers are priced out of the main promotional channels by the top free-­‐to-­‐play titles, having a large collection of games that can cross-­‐promote one another is an extremely valuable marketing advantage “ Vision Mobile, Developer economics Q3 2014
  25. 25. 10th commandment: knowledge is power • tracking your app performance and how it is being used is crucial for insight and updates • undertake deeper insight into your app and how people engage with it • use free tools such as Flurry Analytics • Google Analytics can now be linked to your developer console and it shows views on Google Play pre-­‐download (also uses YouTube views) • track your app store performance with sites such as App Annie, Distimo and App Figures • set up free Google Alerts to track media coverage
  26. 26. a quick summary • it all boils down to quality -­‐ customers know good from bad • the bar is rising • app promotion is an ever evolving art • first impressions count • brands have the advantage of existing channels that should be utilised • have a multi-­‐channel strategy • be in it for the long haul • work with experts – PR, media buying, ASO • there is no single solution for success
  27. 27. 27 About me James has over 17 years of B2B and B2C marke<ng experience, ten of which has been spent working at an Interna<onal level within the mobile sector. ! Prior to forming Big Ideas Machine, James was co-­‐founder of award-­‐winning PR/Marke<ng agency dimoso. From 2011 to 2012 James worked as Ac<ng Head of Mobile for the Daily Mirror, in addi<on to being a consultant for several mobile companies including Flurry, Exent and Scoreloop. ! Before star<ng his consultancy James was Head of Campaigns for Muzicall, Europe’s leading provider of managed ringback tone services. Before joining Muzicall in 2008, James was Director of Marke<ng at global mobile content publisher Connect2media where he managed high profile marke<ng campaigns and strategic rela<onships with leading brands including Marvel, Hasbro, Ac<vision, World Poker Tour, Sony, 20th Century Fox and Manchester United. ! James has also worked as Head of Marke<ng for mobile plarorm specialist Unipier as well as Games Product Manager for UK operator Orange where he was responsible for the full product line. James has spoken at several conferences on app marke<ng including Droidcon, Develop, App Promo<on Summit and Digital Dragons james@bigideasmachine.com @BIM_agency

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