"marketing in a million app market" by aaron watkins, president and founder, appency
DESCRIPTION
Rebooting the EU App Economy / Fraunhofer HHI, Berlin, Germany / 13th November 2013 Aaron Watkins, President and Founder, Appency "Marketing in a Million App Market" Aaron Watkins has been working with mobile technology since before phones even flipped open. In his six years as an executive at ipsh! Mobile Marketing, Aaron led a number of award-winning mobile campaigns for major brands like Anheuser-Busch, Frito-Lay and Unilever, while also building strong, lasting business relations that benefited all involved. In 2008, Aaron was recruited to start the San Francisco office of The Hyperfactory, a mobile agency with a global presence. After working with app developers as a marketing consultant, Aaron wrote the official GigaOM guide to app marketing and founded Appency in 2009. By leading one of the only app-exclusive marketing and public relations firms in the world, Aaron has helped dozens of companies understand and succeed in the app space, from giants like Random House and Universal to one-man indie studios like Codito and Inkstone Mobile. The distinct, tumultuous markets of both Apple and Android are a challenge Aaron deeply enjoys.TRANSCRIPT
Marketing in a Million App Market
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At the current rate of growth – iTunes alone will have one million active apps before December 31st, 2013
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The First Step in Marketing: Know Your Audience
Age Geographic Location Influenced ByGender Income Media ConsumptionOccupation Dislikes Target ProblemInterests Social Connectivity
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Audience Profiling
Castle GuyReads ‘Dungeon Weekly’Very little free time due to guarding castleDisposable income90% Male, Age 18-34
Suzi ShopperTwo kids ages 5 and 9Does most shopping onlineActive reader of mommy blogsConcerned about yellowing skin
Space CadetHeavy game player – strategy and puzzleSpends 2 hours a day on SpacebookAlways on the go – downloads apps to phone more than desktopSmall social circle in Houston
PR TARGET
SOCIAL INTEGRATION
AD TARGETING
INFLUENCER PROGRAMS
KEY SEARCH TERMS
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62% 60%
46%
20% 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
How do you discover the apps you decide to download? (check all that apply)
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Key Factors in ASO
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• Each app store is different – know the rules for the app store you are in!
• Example: iTunes does not search description, Google Play does
• Keyword placement is key – Title is more effective in iTunes than in the keywords field.
• Research! Lots of great tools available
• ASO is NOT the same as SEO. In app stores – people search for “products”. Look for similar and competitive products driving consumer search interest.
Beyond Incremental Downloads
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ASO vs SEO
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Brand – ASO Isn't Good Enough
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Gut Decisions
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App Advertising
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Using Advertising to Drive Rank
The sad truth: Advertising is almost NEVER ROI Positive (AT FIRST)
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Two Reasons to Advertise
1. Advertise to Drive Rank
2. Market Share Grab
3.? Advertise for positive ROI?
KNOW YOUR ARPU
What It Takes to Rank
Free iPhone App23,000 downloads a day (top 50)40,000 downloads a day (top 25)70,000 downloads a day (top 10)
Paid iPhone App950 downloads a day (top 50)2,500 downloads a day (top 25)4,000 downloads a day (top 10)
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Earned and Social Media
• Earned Media and Social Media are both examples of “Influencer Based Marketing”
• Someone your target user trusts – be it a reporter or a friend – influences your consumer to try your app
• Traditional PR targets the press – reporters, bloggers, journalists and others who have a large audience
• Social Media targets the social circle of users and facilitates ambassadorship
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Earned Media Creates Social Media
Press Release
Press Release
Media Pitch
Media Pitch
Media EventsMedia Events
AwardsAwards
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Social Integration
Social media cannot be left up to the users, but must be integrated into the natural flow of the app
Social invitations, share features, follow requests, etc have to be built into the flow of the app, not set aside for the user to discover on their own.
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Engagement
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How Do You Engage Users? Engagement requires communication with the user
•Push notification
•In app messaging
•Social Media
Change up the message to fit the user groups. This requires segmenting and an understanding of those groups.
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“Other”
• Promotions and Sweepstakes
• Conferences and Awards
• Cross Promotion
• ______________________
• ______________________
• ______________________
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The Balance of Marketing Tactics
Public Relations:Speed: Fast if proper preparation and relationshipsCost: Do it yourself = low cost but less effective, more time
Hire an agency = you get what you pay for, faster to implement with existing relationships
Effectiveness: Can drive lots of downloads over a short period, but cyclical – much harder to get PR after your first burst without smart story creation
Advertising:Speed: Fast as you can spend the moneyCost: High CPI > CPC > CPMEffectiveness: CPI can mean guaranteed installs, but cost more
Social Media: Speed: Slow and SteadyCost: Content creation costs, social advertisements, social managementEffectiveness: Engagement over the long term, hard on short term
THANK YOU!
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