how consumers engage with mobile apps
Post on 11-Sep-2014
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Jamie TurnerAuthor | Speaker | Consultant
Follow Jamie on Twitter @AskJamieTurner
How Consumers Engage with Apps
Let’s Get to Know One Another
Introductions
As Seen On
• 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 with Coca-Cola, CNN, AT&T and others
#1 Best-Selling Mobile Marketing Book
Download your free chapter at 60SecondMarketer.com/GoMobileChapter
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
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Mobile Media Facts and Figures
Mobile Marketing Facts and Figures
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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
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
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)
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Mobile Marketing Facts and Figures
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• Nearly half of smartphone users in the EU5 play games on their phones at least once a month (Source: ComScore)
Mobile Marketing Facts and Figures
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• 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)
Mobile Marketing Facts and Figures
Tweet these facts by using @AskJamieTurner
• 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)
Mobile Marketing Facts and Figures
Tweet these facts by using @AskJamieTurner
• 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)
Mobile Marketing Facts and Figures
Tweet these facts by using @AskJamieTurner
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
9 Consumer Behavior Secrets
Twtpoll.com/uaalif
Secret #1: People buy for emotional reasons
Secret #1: People buy for emotional reasons
Secret #2: Sometimes, people don’t know why they prefer brands
Secret #3: The female and male brains process information differently
Female Brain
Secret #3: The female and male brains process information differently
Male BrainFemale Brain
Secret #3: The female and male brains process information differently
Secret #4: Different parts of the brain control different decisions
Amygdala
Prefrontal Cortex
Secret #5: People process information non-linearly
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.
Secret #6: The brain wants to create as much dopamine as possible
Secret #7: Novelty is the single most important factor in capturing our brains attention
Secret #8: As much as 95% of our thoughts happen subconsciously
Secret #8: As much as 95% of our thoughts happen subconsciously
Which Woman Was More Appealing to You?
Secret #9: There are 13 Important Emotional Triggers for Marketers
• Sex
• Greed
• Flattery
• Fear
• Self-Improvement
• Love
• Better Health
• Weight Loss
• Longevity
• Exclusivity
• Fame
• Uncertainty
• Doubt
Let’s Talk About Mobile
European Mobile Operating System Share
Google 67%
RIM 6%
Apple 15%
Microsoft 5%
Sources: IDC and Kantar Worldpanel Comtech
Symbian, etc. 7%
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)
How Has Mobile Technology Changed Our Lives?
We Used to Take Pictures This Way...
Now, We Take Pictures This Way....
We Used to Take Notes This Way...
Now, We Take Notes This Way....
We Used to Surf the Web This Way...
Now, We Surf the Web This Way...
We Used to Read Newspapers This Way...
Now, We Read Newspapers This Way....
We Used to Listen to Music This Way...
Now, We Listen to Music This Way....
We Used to Play Games This Way...
Now, We Play Games This Way....
We Used to Watch Video This Way...
Now, We Watch Video This Way....
We Used to Navigate This Way...
Now, We Navigate This Way....
We Used to Get Discounts This Way...
Now, We Get Discounts This Way....
We Used to Shop This Way...
Now, We Shop This Way....
We Use to Re-Fill Prescriptions This Way...
Now, We Re-Fill Prescriptions This Way....
So, the mobile world has changed our lives. But it’s also changed the way we market to customers.
21st Century Marketing Model
A 10-Step Program to Help You Get Your App Discovered and to Help You Make Some Money as a Result
All Roads in Mobile App Development Should Lead to ROI
Games (64%) Weather (60%) Social Networking (56%)Maps (51%) Music (44%) News (39%)Entertainment (34%) Banking (32%)
Source: Nielsen
How Apps Are Used
0
25
50
75
Games (64%) Weather (60%) Social Networking (56%)Maps (51%) Music (44%) News (39%)Entertainment (34%) Banking (32%)
Source: Nielsen
How Apps Are Used
European Market: Gaming Apps by Profile
Source: comScore
App Store
App Store
Social
P.R.
TV
Online
On-Pack
Mobile
In-App Ads
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%)
How Do You Discover Apps?
Source: GetJar
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%)
How Do You Discover Apps?
Source: GetJar
0
10
20
30
40
50
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%)
How Do You Discover Apps?
Source: GetJar
0
10
20
30
40
50
This is Your Secret Weapon
The 10 Steps
Step #1: Think Backwards
Step #2: Select Keywords Carefully
Step #3: Steal Ideas from Your Competitors
Step #4: Test Your Names and Icons
Yes No
Step #5: Get Featured on App Review Sites
• PocketFullOfApps
• Mashable
• TechCrunch
• BusinessInsider
• Wired
• GameSpot
• AppScout
• TechRadar
• EuroGamer
• GameZebo
• PocketGamer
• AppShopper
• AppAdvice
• AndroidAndMe
• iPhoneLife
• AppCraver
• BestAppsForKids
• AppPicker
• AppGamer
• AppAddict
Step #6: Don’t Expect Huge Results from Social Media
Step #7: Use Sophisticated Tools to Track Results
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
Paid Ads
Net Customer Base
Time
Step #9: Use Mobile Ad Networks to Hyper-Target
• Planned and bought through an ad agency or via mobile advertising network
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
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
Step #9: Use Mobile Ad Networks to Hyper-Target
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
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
Other Ideas Worth Exploring
Other Ideas Worth Exploring
• Build apps for brands and let them worry about distribution
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
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
Other Ideas Worth Exploring
• Create hyper-local apps. Research indicates people respond to local customization
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
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
Other Ideas Worth Exploring
Action Steps
Action Steps
Action Steps
• Step #1: Recognize that app usage will continue to grow, particularly in the EU5
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
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
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
Download this presentation at www.60SecondMarketer.com/blog
Contact Me
Follow me here:60SecondMarketer.com/blog@AskJamieTurner
Contact me:Jamie.Turner@60SecondMarketer.com678-313-3472
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