Copy of my presentation on App Marketing 101 given at Google IO 2012. Note it does not include the videos that were part of the presentation due to size limitations. Please check out the full YouTube video before slide 1 if you'd like to see the videos as well. Enjoy!
Optimize your Marketing efforts with Plenus.
- a new breed of consulting firm that offers business & marketing strategy consultancy + Marketing Investment management.
Ubermore is a communications consultancy that takes a strategic approach to growing businesses in a digital connected world.
We help businesses identify and develop the most effectives means of achieving their objectives we ask four fundamental questions.
Optimize your Marketing efforts with Plenus.
- a new breed of consulting firm that offers business & marketing strategy consultancy + Marketing Investment management.
Ubermore is a communications consultancy that takes a strategic approach to growing businesses in a digital connected world.
We help businesses identify and develop the most effectives means of achieving their objectives we ask four fundamental questions.
Corporate presentation of Group FMG, a global marketing solutions business operating in the USA, Europe and Asia. We produce compelling content that works across all channels, from print and digital to mobile, photography and video. We provide robust eCommerce solutions in addition to creative and integrated marketing services.
Corporate presentation of Group FMG, a global marketing solutions business operating in the USA, Europe and Asia. We produce compelling content that works across all channels, from print and digital to mobile, photography and video. We provide robust eCommerce solutions in addition to creative and integrated marketing services.
A brief introduction on what SDL Media Manager adds to (existing) Digital Signage / narrowcasting systems in order to convert viewer into buying customers. SDL Media Manager bridges Digital Signage, Mobile, Social Media and the Web.
5 Strategies to Market in the Digital Age - 2012 Event Marketer SummitDavid Rogers
Based on "The Network Is Your Customer: 5 Strategies to Thrive in the Digital Age" by David Rogers.
Get your free chapter at www.thenetworkisyourcustomer.com
Creating, nurturing, developing and managing brands - A Snapshot of a 2 day w...Anand Mehta
This is a snapshot of a 2 day workshop on Creating, Nurturing, Developing and Managing Brands through their lifecycle. It indicates the flow of such a program and the possible case studies that could be covered under the program.
Using DataXu’s DX Brand offering, measure consumer sentiment in real-time and serve the right display OR video ad that gives you the highest brand benefit. You don’t have to decide before the buy how much media you should spend on display and video advertising. We will find the right impression, the right user and the right context across billions of display and video impressions – for the same campaign – and deliver your campaign to give you the best return on marketing spend.
Presenter: Mukund Ramachandran, gm, brand, DataXu
Using DataXu’s DX Brand offering, measure consumer sentiment in real-time and serve the right display OR video ad that gives you the highest brand benefit. You don’t have to decide before the buy how much media you should spend on display and video advertising. We will find the right impression, the right user and the right context across billions of display and video impressions – for the same campaign -- and deliver your campaign to give you the best return on marketing spend.
Presenter: Mukund Ramachandran, gm brand, DataXu
Secrets of Effective Online Display Advertising Ashutosh Kumar
How to leverage User Experience and Visual Design principles to create richer, high impact, memorable Advertising experiences for better yielding ROI for Advertisers.
Google play's former chief marketing officer, patrick 'mad' mork, leverages over 20 years of marketing experience and product launches to to present an easy to use framework to help companies more easily break down their market, find the right customer audience and position their product / service for maximum awareness and retention.
Short intro to PR - what it is, goals & measurement, purpose, different PR for different stage startups, how to hire an agency, writing a good press release, how to leverage social media in PR, Tips and Tricks. Tools, Links and useful references for startups and small companies.
A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork
Mad Mork STP framework for reaching the right user.pptxPatrick 'Mad' Mork
Marketing Framework to identify underserved customer segments in highly competitive markets. Framework that explains Segmenting, Marketing and Positioning and how to build better marketing messaging
Your brand is one of the most important things you'll build as an entrepreneur and can add immeasurable value to your company. But what really is branding? Why does it matter and what kind of benefits can it bring me? This short preso was for the Yodlee Incubator and seeks to answer some of these questions and also provide aspiring entrepreneurs with a short guideline on how to get started building lasting, memorable brands.
Enjoy!
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
Comprehensive research by GetJar on consumer usage and demographics regarding mobile apps. Analyzes consumer demographics in the US, Europe and Asia in terms of what types of apps consumers are downloading, how often, when etc...
Presentation on App vs Web. Details:
- Pros and Cons of Apps
- Pros and Cons of Web
- Key questions to consider when choosing one or the other
- Examples of multi-platform brands
- Short case studies on Facebook, Fandango, Yahoo!
- Comparison of key data on key mobile platforms.
GetJar+ is GetJar's unique app marketing package and secret sauce behind the launch of Angry Birds and Zyga's Mafia Wars.
This doc explains what it is and how publishers can leverage it turbo charge downloads
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
4. Marketing Checklist
App Business Model Promotion Distribution
What problem is the app Paid vs in-app vs ads vs Identify and prioritize
Segment/ Target/ Position
solving/ unique value? subscription vs hybrid channels
Understand willingness to Build relationships w/ right
Map the user experience Build a framework
pay contacts. Pitch your app.
Understand key screens to Map lifetime value and Featured Placement on App
Creative/ Media Planning
push marketing messages likelihood to pay Stores/ Marketplaces
Test/ Device/ Geo/ OS Test different business Basics: Social pages, Blog, Co-marketing deals: pre-
coverage models YouTube, Vanity URL, Email installs, carrier bundling
SEO/ PR and social outreach.
Product Naming Implement tracking Engage users and Gift Cards/ Pre-paid cards
community
Ad Networks, Desktop
Products Unique Selling
Track and Optimize Search Ads, Banner Ads, Co-marketing w/ 3rd parties
Proposition
Mobile Ads
LEGEND: Product Description, Icon, Video Ads, Cost per Install,
Find sweet spot Retail/ in-store presence
BASIC Screenshots, Video in-app advertisement
INTERMEDIATE Product Testing/ Initial Licensing deals to enhance
Experiment Track and optimize
Review/ Ratings brand: TV, movies, toys etc
ADVANCED
Iterate and make changes/ Large media campaigns I18n partnerships to reach
Product Fact Sheet/ Preso
Setup promotion experiment including OOH, Radio TVCs other markets
11. But it all beforestarts P’s research
The “R” really the 4 with
• Research before you develop
• Research!
• Quantitative is broad
• Qualitative is specific
• Costs can be low
• Execution is fast
• Tools:
Google.com/insights, Userlytics, Su
rveymonkey.com
1
12. Product – snacking vs. feasting
Visit developer.android.com/design to learn how to optimize your app for design 12
13. Great apps focus on consumers not features
Criteria Checklist
1. Solves a need / X
entertaining
2. Device coverage X
3. OS coverage / parity X
4. Loads quickly X
5. Easy to use X
6. Constantly upgraded X
7. Consistently good X
reviews
8. Android specific X
13
15. Business Models – The march of Freemium
Free
+
Hybrid Price Ads
Paid
15
16. Paid apps – the $.99 dilemma and price cycles
600,000
End of New
Update life app
500,000 cycle
and
special
400,000 offer
Special
300,000 offer
200,000
100,000
0
$2.99 $2.99 $1.99 $2.99 $2.99 $1.99 $2.99 $2.99 $.99 $2.99
16
17. Ads – Where there are eyeballs, dollars will follow
17
18. Ads, Search & placement
Connecting starts with understanding
Numero Uno: Don’t invest marketing behind a weak product.
• Know your users (STP)
– Segment Target Position
• Develop convincing messaging
– Messaging, Talking points, creative statement
• Build your marketing plan (ATPR)
– Awareness Trial Purchase Repeat
• Create a media Strategy
– What media, investment, ROI Mr. Consumer
18
19. (STP) Finding the right audience
Upscale
Adults –
35-44 Techies/
Early
adopter
s Target
D
Middle
i Income Young
s families adults
24-35
p
College
o Student
s 18-22
a
b
l
e
i
n
Available Time
20. Develop messaging which is clear and exciting
• Positioning statement - what
is your app / game all about
• Points of difference (POD’s) –
why should I care and what’s
different about your app
• Call to Action – what am I
supposed to do and where
can I get it
21. All about reviews, rankings and top list ratings
What influences your decision to install an app?
User Top apps User App Search Google Clicked
Reviews list Ratings Screen In-Store Search Ad or
Shots for app Search
Word 21
22. (ATPR) The right programs for the each phase
Awareness Trial Purchase Repeat
• PR • Free/ trail version • DR mobile / web • Loyalty program
• Social • DR mobile ads • Notifications • Social integration
• Incentivized • Updates
• Search • Upsell
• Email • Notifications
• Mobile ads / video • Discounts / offers
• Re-targeting • CRM
• Web, TV, ATL • Pre-loads
• Bulk sales
• Product
• Cross selling • CRM extensions
23. Time to Appvertise! Which media? When?
• Brand - awareness
– Video, TV, OOH, YT
• Direct response - users
– Search, Mobile
Ads, Incentive (caution*)
• What to measure?
– Impressions, clicks, installs
, LTV, cpa
25. Distribution – why Coke is (still) it
• Goal = VIRALITY = Reach
• Step 1. Device coverage
• Step 2. Channel coverage
• Step 3. OS coverage
• Step 4. Analyze, prioritize
• Step 5. Cross fingers
25
26. Marketing Checklist
App Business Model Promotion Distribution
What problem is the app Paid vs in-app vs ads vs Identify and prioritize
Segment/ Target/ Position
solving/ unique value? subscription vs hybrid channels
Understand willingness to Build relationships w/ right
Map the user experience Build a framework
pay contacts. Pitch your app.
Understand key screens to Map lifetime value and Featured Placement on App
Creative/ Media Planning
push marketing messages likelihood to pay Stores/ Marketplaces
Test/ Device/ Geo/ OS Test different business Basics: Social pages, Blog, Co-marketing deals: pre-
coverage models YouTube, Vanity URL, Email installs, carrier bundling
SEO/ PR and social outreach.
Product Naming Implement tracking Engage users and Gift Cards/ Pre-paid cards
community
Ad Networks, Desktop
Products Unique Selling
Track and Optimize Search Ads, Banner Ads, Co-marketing w/ 3rd parties
Proposition
Mobile Ads
LEGEND: Product Description, Icon, Video Ads, Cost per Install,
Find sweet spot Retail/ in-store presence
BASIC Screenshots, Video in-app advertisement
INTERMEDIATE Product Testing/ Initial Licensing deals to enhance
Experiment Track and optimize
Review/ Ratings brand: TV, movies, toys etc
ADVANCED
Iterate and make changes/ Large media campaigns I18n partnerships to reach
Product Fact Sheet/ Preso
Setup promotion experiment including OOH, Radio TVCs other markets
Good Afternoon and welcome to Marketing 101 for DevelopersI’m Patrick Mork, head of marketing for Google Play, and we’re going to spend the next 45 mins or so talking how to market your apps so we hope you enjoy the session!
Today we’re going to talk marketing. Among some of things we’re going to talk about our the famous – 4P’s of marketingWell…. Please does start with the letter P but seriously we’ll be talking about the 4P’s and a whole lot more good stuff.So let’s have a quick look at what we’re going to cover today….Next slide
This is our marketing checklist!Don’t worry – if you’re eyes are glazing over this right now we’ll get back to it by the end of the session and a copy will be available for you (where?)You’ll notice it’s also color coded to give you an idea of which things you should be looking depending on how advanced you are in marketing or your level of sophisticationIf you’re advanced that means you’re making some real money already which is great!First, though one thing that’s true is that marketers like cool videos so here’s one to get us started. This one is an exclusive for Google IO and we thought you’d like it ;)We call this Gears, it’s all about AppsAnd…I’m proud to say this is a Google IO exclusive. This video has never been seen outside Google Until today and we’re sharing it with you guys FIRST
Here’s a little something to give you an idea of how we’re talking to consumers about appsIntroducing GearsPlay videos
Marketing starts before you you even begin to build your app – through research. After that it’s about identifying what’s unique, useful and different about apps. How do they make people’s lives easier, more enjoyable, more productiveFinally how do we tie all this togetherBut fundamentally you nee to know your user and match you products need to how they live and what they needSo let’s say you’re a carpenter for example? How magical is the experience the first time you fire up Ben Zibble’sBubbleapp? It brings the magic of technology together in a simple and easy way that serves a purpose and makes a task easier (and even more fun in some cases)Pretty cool ;) I actually had to use this in my house the other day and honestly, it’s pretty neat! Great work Ben.
So, traditionally, marketers are taught that there are 4 P’s – product, price, place and promotion (promo = dist. In this case). This is the essence of what drives marketingThe main problem we tend to see in Apps is simple – most developers only focus on the product (the app) and the price (absolute value or business model)They seem to forget about the others or struggle to map how one applies to the other wrt to what they’re doing.Let’s take the myth out of this and explain how the 4P’s apply to Apps & Games…
Research should always form the backbone of what you doIt doesn’t have to be very expensive or take a lot of timeYou would be amazed what you can glean from a sample of 1500 questions – you should always do at least 500 in any given market to have a statistically revelevant sampleQuestions typically go for .20 per question answered but vary by providerSome providers offer direct access to consumers while others only provide the tools and templates to run questionsAlso you can get reports on the web from various sources like Emarketer and others that provide a snapshot of consumer sentiment
When we’ve got to snack we buy snacks right? When we’re starving we sit down and order a 3,4,5 course meal. You don’t eat a 5 course meal if you’re just a “little hungry”Mobile is the same. Mobile is about snacking. The majority of consumers spend an average of a little of 1.5 hours per day using apps according research we’ve seen. So if the average consumer has 10 apps they use most than that’s about 10 mins per app. Not exactly a deep, immersive experience.Consumer usage of apps is typically about an impulse usage. They dip in and out of their mobiles throughout the dayThis has clear product implications for us…It means consumers don’t have a lot of time to download and install apps (keep files sizes small)It means consumers probably won’t wait more than 10-15 seconds for your app to loadIt means consumers aren’t going to read a manual or look at detailed help menus to figure out how your app worksIt means they don’t expect an experience which is as deep detailed as the equivalent piece of software on a PC or gaming consoleIt means they will be unforgiving and ruthless if your app doesn’t work the way they expect it to (hello social media rant!)
Ebuddy is one of these amazing little apps that sometimes folks in the valley haven’t heard of but that really “gets” consumer habitsMatter of fact this app has done 10-50M downloads on Google play and is one of the most popular in the world after nearly 5 years on mobile starting on J2ME (compared to 5-10M for foursquare for example)The app has maintained a 4.3 ranking after more than 155k reviewsSolves a need = allows you to message all through friends across over ½ dozen IM clients incluging Facebook, Yahoo, Aim and MSNHas incredible device coverage = not only on thousands of Android phones but also on just about every phone and platform you can imagine (remember true virality means ubiquitous access). Part of the benefit of Android is the sheer NUMBER of devices out there you can tap intoUpdated on average every 3 months with major upgrades coming every 6 monthsDeveloped using best practice Android development guidelines and also has feature in versions above 2.2 that makes more efficient use of battery life on Android devices.
But don’t take our word for it. Let’s hear from one of our top developers what they think makes a good appPlay video please….
Ok, naturally we all enjoying making great games and apps but if we can’t pay the water bill things start to get a bit hairy by the end of the monthOf the top 20 grossing apps on Google play for my devices last week only two – Nova 3 and Minecraft Pocket edition we’re paid for downloads. Now accounts for over 50% of revenuesCompetition in freemium is now fierce and you have to have something truly compelling and make sure it’s priced right to get consumers to convertTraditionally, a decent metric to conversion on freemium is around 2% but I’ve seen and heard of developers doing 5% or more. It is doable with the right strategy and a great product
If you price at launch at .99 than where do you discount from there? Most developers both on IOS and Android price at .99 cents. This becomes a race the the bottom. If you don’t put a value on your content than why should consumers? We’ve seen apps like Nova 3 or Mlb at Bat do well with high price points but the content has to be really compellingUnderstand your price live cycle. If you’re going to do a paid app start higher; don’t discount immediately, don’t discount often and when you get a surge from discounting in volume increase the price again as virality kicks in
If you’re doing ad funded the critical things are:Fill rate (how much of your ad inventory can the ad network fill)Ecpm what’s the earnings per thousand that the ad network can generate for you; this is how you get paidReach – how much reach does the ad network have (this varies by region)Which developers / brands have they worked withTalk to those developersThe good news is mobile is where the eyeballs are….ecpm’s will catch upWe live in a Global world. Our fastest growing markets these days go beyond the US to markets like Korea, Brazil and Australia. You need to understand how consumers respond to pricing in markets like this. In a market like India where over 90% are on pre-pay card it becomes almost impossible to expect people to pay for a piece of content right off the bat. The reality is you can and should price discriminate between markets. IN some markets offer a freemium app, in others paid, and in others ads. You can even target specific devices with specific prices.Pricing is a science but it can be mastered. Let’s hear what one of our top developers has to say about it…VIDEO Please….
Um…yes the guy on the right is supposed to be me… ;)So typically before we start to promote a product at Google we’ll look at a series of frameworks to put our promotions in placeThis ensures we really understand – the market, who we should talk to, what we’re going to tell them (STP) and how we’re going to tell themNext we begin to build our plan. People use different names but mine is ALTR. Basically, we design a series of programs that target each step in this processAs a developer it all starts with awareness – people need to know your product. What it is, why it’s unique, why they need it, where they can get it
In reality this exerciseyou should do before you actually build your appThe key first step is breaking down your audienceFor example in this case the developer has identified that Time / Disposable income are key since he has a game that is freemium based but also requires time for people to get intoSo in this case the developer decides to end up focusing on men / women 24-35 (no kids) as the likely audience since they have more time but also have more money
Develop a positioning statement (1-2 lines max) that really boils down the essence of what your app does. Re-work it until it’s as short as possibleThe positioning statement should grip your consumer from the beginning or you’ll loose themClearly communicate the 2-3 things that make your app stand out from the rest. Be explicit!Don’t be shy about what consumers should do once they’ve read about your app – tell them to download it and where!On creative: Start earlyIf you don’t have design skills hire a part time designer ( you could always find one straight out of design school and pay them by project)Alternatively, outsource you design to small design agencies, temporary contract workersTypically, you’ll a need a graphic designer or senior designer – a good one can go for as little at $2500 for a month if you hire them on retainer
As expected, our research taken from over 1500 consumers a few weeks ago shows us the key drivers are apps reviews, browsing top apps lists and looking at user ratingsAs you can see the assets I discussed earlier are also very important (it’s your packaging after all!)More importantly, not only are reviews important for consumers they also affect your rankings and how you appear in search resultsSo when consumers browse those lists or search for your app, reviews also play a partAs do installs and uninstallsSo “search” in reality is far more important than it would seem here Your results in search are a function of your install,suninsalls, reviews, Web anchoring and more
Your marketing plan really needs to be broken down into phasesEach phase has different goalsEach goal has a separate set of programs / activitiesTailor your activities and spend to the appropriate phase which your product is inDon’t skip ahead and do Repeat or purchase until you’re sure you have the first two downUSE VIDEO!
Brand - really about building consumer awareness and not about pushing purchase. Includes Web, Video, TV, Radio, Print, OOH. Generally more expensive.benefit: reach, awareness, prestigeNegative: cost, not necessarily related to downloads and conversions, harder to measure (requires brand trackers)DR – really about generating trial and purchase. Online, Mobile, Search, Ads, Display, Email / CRMbenefit: very measurable, ROI driven, easy to understand / measureNegative: Need to understand LTV of your app, many options to choose from, can require significant cost (search can start from as little as $100 while mobile ads may require $2500-$5000 for a test. Incentivized can reduce rankings if leads to high un installsMeasurement – Impressions, Clicks, Acquisitions, CTI – if possible, Be very mindful of your net installs (new installs vs. un installs) as this will affect your search ranking. Great session on Day 3 at 11:30!
Target as many handsets as you can – for most developers virality is key, you can’t get virality without device coverageWe live in a global world – get used to it. The most successful developers are global in every sense of the word. CCX is successful because it’s widely more available than bottled waterMap all your distribution channelsGoogle PlayCarriersApp Store XPre-bundlingRetailGift CardsCo-marketingImportantly, prioritize and focus on the top channels
This is our marketing checklist!Don’t worry – if you’re eyes are glazing over this right now we’ll get back to it by the end of the session and a copy will be available for you (where?)You’ll notice it’s also color coded to give you an idea of which things you should be looking depending on how advanced you are in marketing or your level of sophisticationIf you’re advanced that means you’re making some real money already which is great!First, though one thing that’s true is that marketers like cool videos so here’s one to get us started:We call this Gears, it’s all about AppsAnd…I’m proud to say this is a Google IO exclusive. This video has never been seen outside Google Until today and we’re sharing it with you guys FIRST