leadmill advertiser presentation
TRANSCRIPT
Leadmill360° app framework
Our mission is to helpbrands figure out mobile.
We are mobile specialistsand app experts.
About us
Performance
Leadmill Tech stack
Audience data
Cross device & channel
Media buying
Ad Messaging
Preferred vendor
Conversion tracking
Leadmill services
360° AppStrategy
Marketing planner
Monetisation& Audience SDK
Marketing execution
% on Media spend / Performance basedConsultancy Profit sharing
Business models
9 out of 10 Marketeers find it very difficult to get an overview of the mobile eco-system and what supply channels to use to effectively reach their target audience.
We’ve worked this complex eco-system internationally since 2012
Cross device & channel Acquire upper funnel audiences
The mobile challenges for app advertisers
<2012 20162014
App user acquisition strategy development
CPIbased
KPiKPIbased
strategyAlign content, distribution and measurement strategies with consumer intent at all stages
frameworkSee, Think, Do, Care
Contentstrategy
Measurementstrategy
distributionstrategy
360° appstrategy
App promotion framework
App Store OptimisationPost conversion engagement
App promotion campaignsRe-engagement campaigns
Lost USers
USers
How it impacts conversion & retention
Key influencersChannelCreative type & messagingUser dataTargeting
Key influencersLanding PageKeywordsImagesReviewsVideoLogoTitle
Key influencersSign-up flowIn-app messagingPush notificationsUX
Key influencersRetargetingAd messagingIn-app deep linking
Installing the app
Using the app
Uninstalling the app
Content Strategy
Align contentwith eachstage in the consumerpath.
Distribution StrategyAlign channel KPI with the user moment.
MeasurementStrategy
Do not have a siloed view of the world. The user does not.
see Anyone that would buy your product
think
do
care
Qualified audience
Anyone that signals interest in your industry
Anyone that is ready to buy
Anyone that bought from you
see Help people learn
think
do
care
KPI
Help people consider
Help people buy
Help people enjoy
objectiveAwareness
Branded searches
Financial KPI
Repurchase
User acquisitionstrategy
User acquisition strategyNew users
Existing customers
1 App Store Optimisation
2 Mobile Search
3 User Acquisition
Channel examples
Your Properties
1 App Store Optimisation
2 Own Properties / Data
3 Organic / Social
4 Paid
ASO
User acquisition channel strategy
Performance1. social2. Networks(incl video & native)
Programmatic1. Audience targeting2. Direct deals
Distribution deals1. pre-installs2. Cross promotions
Seo / SEm
Timeline
Steps: Scale up profitable channels, Testing new channels, Ongoing App Store optimisation
Steps:Testing user acquisition channels, ad messaging, App Store Optimisation
Marketing execution
Timeline
Path 2: Using user data to create look-a-likes
Path 1:Using device ID to target excisting users
Marketing execution
App store optimisation
An introduction
Why App Store optimisation matter$?ASO produces the highest ROI of anyUser Acquisition (UA) channel.
It increases rankings and grows installvolume from overall and categorytoplist discovery.
ASO increases relevant number of installs from app store searches.
Use App Store Optimisation to increaseRoaS from any paid UA campaigns.
Increases rankings and impressions on Google mobile-Search Engine ResultsPages
App Store Search Google Search
App Store optimisation frameworkThe Leadmill ASO Framework is divided intothree key areas
SEarch
ASO for youR APP, is what SEO &
CRO is for your website – Get it
right and begin to benefit today
indexing Appeal
ASOframework
Does your app appear in relevant searches in App Store
and Google Mobile Search?
App Store optimisation areas
SEarch
indexing Appeal
ASOframework
Search optimisation aims to maximise yourapps rankings & visibility on relevant appstores and Google searches.
Search optimisation
Appeal optimisation aims to attract peopleto visit your app store page and convincethem download your app.
Appeal optimisation
App indexing is to ensure your in-app content appear on relevant searches in app stores and on Google.
App indexing
App Store optimisation in a contextASO has crucial influence on your paid & organic useracquisition & retention efforts
App storeoptimisation
Retention &engagement
App promotion
360° appstrategy
Ste
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