gutefrage.net Workshop, München, 15.11.13

Bertelsmann

gutefrage.net Workshop, München, 15.11.13

myphotobook iPad App

gutefrage.net Workshop, München, 15.11.13

Good News „We believe that with consumers continuing to try so many new apps, the app market is still in early stages and there remains room for innovation as well as breakthrough

new applications.“

http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-Just-Lives-in-It

gutefrage.net Workshop, München, 15.11.13

Bad News Everyone battles for the attention of the user

Great Product

Visibility

Retention

Virality

User Lifetime Value

The Product

“The product is the most important part of

the app marketing.”

Have an app moment….

Tell a story

Why I should come back?

Sign up• Learn from dating apps

• Create first a positive user experience - show of the product benefit

• Short texts - great an amazing branding

• Make me hungry for more…..

Push Notification

Facebook is doing so good…

Befor we get startet define your KPI´s

• Download - Sign up= <30%

• DAU / MAU

• > = 3 *** Bewertung

• What is important for your App?

LocalyticsStabile Lösung - Mobile optimiert

Cohort Retention

RetentionSortiert nach Kategorien

Checklist: Product ready to market

• Onboarding optimized (Conversation)

• Push Notification (Retention)

• Positive User Experience (Use Case)

• Virale Features (Reduce costs)

• KPIs defined and Tools integrated

Check Airbnb for iOS7

MARKETING

Have a plan….• Test, learn and change….

• Concentrate actions instead of spreading them

• Analytics are your best friend

• Find a smart way to get traffic for your app

App Launch

Launch Elements• Positive Reviews

• E-Mail Marketing

• PR Launch

• Crossmarketing

• Social Media

• Traffic Weiche

• App Store

• Mobile advertisment

Important Tipps• Concentrate Actions, to get higher in the

Appstore rankings to get additional downloads…..

• Talk to apple - inform them about your plans

• Version x.0 are big opportunities to get featured and to get users back

• Thursdays is feature day

PR Launch

Reviews kaufen oder bekommen

Reviews kaufen oder bekommen

Lifestyle Magazine

TV

Review Liste erstellen

360°

App Teaser Traffic Weiche- Big Teaser when your app is better than your website

App Teaser SmallYour app is only better for a specific use case or

target group

Video• Intelligent product video is better than an

emotional spot.

• Show of your special app moment

• 30 sec.. - max. 60 sec.

• Less is more when it looks professional

APP STORE

App Store Feature

App Store• Tools

• Icon

• Name

• Keywords

• Appstore Text

• Categories

• Screenshots

App AnnieCheck the rankings…

XYODownload Numbers, Review Tags

Name255 Bytes space but apple recommends to use 35

signs…. I use 65-75

GrindrThe Name follows the keywords…..

GrindrName + Keywords sichtbar in grün

Sensor Tower

Check the competition

Keyword Spy

Keywords optimiser

MOBILE ADVERTISING

AD Networks

The Problem

Mobile Mediaplanerbundle SDKs, flexibilty, exclude fraud, tracking,

campaign management

Camping optimizing

Facebook Install Ads

Facebook Engament Ads

Facebook Video AdsCost-per-click (CPC) or optimised cost per impression (oCPM) basis additional now cost

per action (CPA) - “Based on internal Facebook tests, buying on CPA drives, on average, 20% lower cost per install than buying on CPC," claims Facebook's blog post.

Instagram Feed Ads

Performance campaigns

• Optimize your results

• Optimize your ads

• Find the rights channels, target groups, days and times…..

Generelle Learnings• Little budgets over a longterm for Facebook

• Make a video - less branding more product

• Interstitial are mandatory

• General do´s for ads

• From left to right

• Text has to be readable

• Call-to-Action

Test Test Test

• Measure the success of your actions, identify where the most valuable users are coming from

• Try new channels, never stuck with the old success formular….

Launch-Ready-Checklist: Marketing

• Appstore Package

• Marketing Package

• PR Package

• Social Media Channels and strategy

• Champaings tested, SDKs integreated

THX!

CONFIDENTIAL

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talk with me onskype (kuckerina)

or old fashionstefaniehoffmann05@gmail.com

try but silent mode is always on;)+49 170 7600 280