app affiliate marketing by apprupt
DESCRIPTION
Slides from the presentation on "App Affiliate Marketing" by Jascha Samadi, Managing Director and Co-Founder of apprupt.TRANSCRIPT
App Affiliate Marketing From Users‘, Mobile Publishers‘ and Developers‘ Perspectives
As seen on: Distinctions:
Barcelona, June 17th 2010
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The Users‘ Perspective The Challenge of App Discovery
© 2010 apprupt GmbH • www.apprupt.com • [email protected]
3 © 2010 apprupt GmbH • www.apprupt.com • [email protected]
“There’s no way Apple could prominently present these 36,000 applications to users without overwhelming them…nobody is going to find your app on their own.”
Jason Kinkaid, Techcrunch.com, April 2009
Users struggle to discover relevant applications in a flooded marketplace.
?
How do you discover the apps you decide to download? (check all that apply)
62% 60%
46%
30%
19%
10% 13%
0%
10%
20%
30%
40%
50%
60%
70%
Searching for a specific type of app
Browsing through top app store
rankings
Word of mouth (recommendations
from friends or colleagues)
See ads while using other apps
Press/news articles or blogs
A brand I know introduces an app and reaches out to
me
Other
Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009
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The most common ways to discover apps are search and browsing.
Social Network
Aggregation Recommendation
App Market
For mobile users app discovery should take place at mobile points-of-interest.
User
Sports
News
Games
Lifestyle
Finance
App Developer
Structure
Filter
Segmentation
Mobile Web / P-O-I Mediator
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?
The Publishers‘ Perspective Monetizing Mobile Traffic – Increasing Customer Loyalty
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Mobile destinations struggle to make money from growing mobile traffic.
?iPhone users spend 80 minutes per day using apps admob App Usage Survey, February 2010
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Apart from mobile display ads, publishers have few means to make money.
8 © 2010 apprupt GmbH • www.apprupt.com • [email protected]
?
Publishers can now open up their own app shop and start selling apps.
visit with your iPhone FT Germany
App
visit with your iPhone menshealth.
de
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visit with your iPhone
T-Online App
Users discover relevant apps at the P-O-I and are directed to the App Store.
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visit with your iPhone
via m.ftd.de
Contextual app recommendations push apps to mobile users‘ attention.
!
!
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!
!
ADVERTISING a mobile application is not SELLING an application.
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The difference between advertising and selling apps: customer loyalty.
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“I also compared it with Stern and n-tv and I have to admit that I am really excited about the FT Germany iPhone app...They even provide recommendations for new apps, which is great.”
iTunes Customer Review, FTD.de iPhone Application, January 2010
The Developers‘ Perspective Increasing ROI and Downloads
© 2010 apprupt GmbH • www.apprupt.com • [email protected]
How to get seen with my app... ...without burning cash!
“There’s no way Apple could prominently present these 36,000 applications to users without overwhelming them…nobody is going to find your app on their own.”
Jason Kinkaid, Techcrunch.com, April 2009
Major challenges in the market from a developer‘s perspective
Visibility and accessibility will be major challenges for app vendors.
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(App) affiliate marketing is all about performance: spend less than you earn.
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EUR 0.79 App = EUR 0.55 / Download
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Does your customer lifetime value look like this?
As a developer you need to aquire users efficiently without burning cash...
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...but first get your product right!
Affiliate Programme
Premium Campaign
A.
Based on relevance and preferences of publisher‘s users
CPI based
Highlighted and promoted in publisher‘s top / recommended
category CPC based
Developers generally have two ways to get their apps listed with apprupt.
B.
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“All of my traffic goes straight to the App Store and I have no idea what drives it or how to influence it.” iPhone developer, appstorehq.com
apprupt Performance Analytics
Developers are enabled to:
manage and track performance of marketing campaigns
analyze success and outcome for each app and each channel
apprupt Analytics provides developers with extensive marketing know-how.
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