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Mobile App Marketing Best Practices
- 1. Mobile App Marke6ng Rico Wyder – Director, APAC @ricowyder | @fiksu October 24, 2013
- 2. About Fiksu 500 1800 CLIENTS 300% YEAR OVER YEAR GROWTH 200 3 PEOPLE APPS CONTINENTS Global Footprint: 8 worldwide offices in Boston, San Francisco, Europe and Asia. Clients include: • Leading eCommerce brands • World class brand marketers • 33 of the Top 50 grossing game publishers
- 3. Consumers Prefer Apps 87% of consumer 6me spent in mobile… is in apps • Men: 25 h 53 m APP Games, news, produc6vity, u6lity, communica6ons, social networking… Women: 28 h 7 m 13% of consumer 6me is spent in mobile web • Smartphones Mobile Web Men: 4 h 1 m Women: 4 h 23 m In browser, surfing the web, emula6ng the desktop experience. Source: Nielsen
- 4. Brands Embracing Mobile Apps Significant part of business Large Marke6ng Investment Significant Acquisi6ons and Investments Mobile Ventures
- 5. Mobile App Marketer’s Dilemma • • • • • How can we stand out? Where can we get loyal users? How can we get these in volume? Can we do this cost effec6vely? Do we get insight and full accountability?
- 6. 10 User Acquisi6on Best Prac6ces
- 7. Strategic Goal Seang Not Strategic • Launching an app • Achieving specific category or overall App Store rank • Genera6ng 100K or 1 Million downloads Strategic • Aligning mobile app objec6ves with your primary business purpose • Integra6ng mobile app marke6ng into your overall mix • Understanding mobile app new revenue, revenue protec6on & margin contribu6ons • Adjus6ng marke6ng budgets & spend in accordance with contribu6ons
- 8. Maximize Organic Lif Through Op6mal App Store Rank Rank • Organic lif: organic downloads driven by ad spend #1 . . • Goals based on rank: . • Best cost/organic download • Maximize volume • Quality of organic users • Key variables to track: • Overall app rank • Category, sub-‐category rank • App ra6ngs . . – . . . . . . – . . . . . XX Cost > Benefit Op6mal ROI Insufficient volume
- 9. Incorporate Vast Global Media Inventory Incen6vized Non-‐Incent Networks & Aggregators RTB Exchanges Social Publisher Direct Example: Fiksu reaches 250 billion iOS and Android impressions per month… sAll hungry
- 10. Rapid Change is Normal, Not the Excep6on 2012 10% Share 2011 60% Share 2011 30% Share Fiksu Share Volume % by Ad Network 2012 0% Share 2013 5% Share
- 11. Support All Forms of Aoribu6on – and Measure Everything Device IdenDfier Apple Adver6sing Iden6fier, Facebook ID, MAC Address, IMEEI and others Digital FingerprinDng Tracking AOribuDon Takes “digital fingerprint” of configura6on. Matches configura6on at 6me of conversion HTML 5tored in local Small file s Cookie storage (“cookie-‐like”) Requires a redirect to Safari Browser, Android Referrer Standard Google Play aoribu6on methodd
- 12. Let Big Data Drive Op6miza6on • For op6mal ad spend, take a “Big Data” approach to op6miza6on. • Consider an ad program with: – – – – – – 5 crea6ves 4 sizes each 3 networks with thousands of publishers 10 countries 3 devices 2 opera6ng systems • Mul6ply by thousands of poten6al combina6ons to iden6fy what’s driving best results. • Requires an op6miza6on engine that considers all data in every possible combina6on.
- 13. Op6mize Based On Quality Aoribute post-‐download ac6ons driving your business App Launches Purchases Registra6ons Online & Physical Sales Device Type Geography Tie ac6ons back to points of origin Media Sources Crea6ve Tightly couple to op6miza6on for best performance Op6mize on Downloads Op6mize on loyal users-‐ Up to 3x performance
- 14. Learn from the Past Billions of historical markeAng data points AutomaAcally acAonable for current and future markeAng / ad buying decisions in real Ame Receiving over 5% of iOS app launches worldwide Fiksu ‘Knowledge Base’: Mobile User Profile Store • 300 Million Unique iOS User Profiles • 100 Million Unique Android User Profiles Mobile Event Data infrastructure • 130 Billion Marke6ng Events per Month • Tracked 110 Billion Launches
- 15. U6lize Real-‐Time Bidding RTB exchanges: the most transparent way to buy media • Purchasing more directly from publisher • Delivers best price/performance • Many adver6sers do not access this inventory • Integrate op6miza6on and aoribu6on directly with RTB Exchanges to ensure efficiency
- 16. Take Advantage of Social Media • To date: Facebook and Twioer only concrete success stories for mobile app marke6ng • Facebook – Ad types specific to apps – Powerful targe6ng op6ons • Twioer – Sponsored tweets – Celebrity tweets
- 17. Facebook: The Opportunity • • • • Audience size (1.15B, 820M on mobile) Mobile usage now 70%+ of MAU App-‐specific ad unit Segmenta6on op6ons To maximize this opportunity, marketers must measure downloads and loyal usage ac6ons. Your choice is to build it yourself – or work with a Facebook-‐ integrated aoribu6on and op6miza6on partner like Fiksu.
- 18. Create Strategies for Peak Periods Volume and cost indexes 2012 4.57M $1.38 November 5.32M $1.67 6.01M December January 2014 Thanksgiving, Black Friday, Cyber Monday 11/30 App Deadline Christmas iTunes Connect App Store Freeze? $1.56 New Years 5.02M $1.29 February
- 19. User Acquisi6on Best Prac6ces 1. Strategic goal seang 2. Maximize organic lif through op6mal App Store rank 3. Incorporate vast global media inventory 4. Support all forms of aoribu6on & measure everything 5. Learn from the past 6. Let big data drive op6miza6on 7. Op6mize on all event types and generate downloads from loyal users 8. U6lize real 6me bidding (RTB) 9. Take advantage of social media 10. Create strategies for peak periods
- 20. Quick Service Restaurant Chain • Sustained program to establish a mobile presence for its brand suppor6ng 10,000 loca6ons worldwide • Overall Rank: from 120 to 18 • Downloads: from 3k/day to 30k/day • 6.7M app engagements • Cost per download: $.33 • Cost per loyal user: $.82 • Cost per app engagement: $0.07 Plus: 750M pre-‐download impressions Plus: benefit of pervasive on-‐device presence
- 21. Fiksu Dashboard: Real-‐Time Analy6cs & Repor6ng Performance by Ad Network Track impact on organic users Drill into KPIs: CPI, Cost/user, cost purchaser… Iden6fy top segments Create custom URLs – track all your programs!
- 22. Fiksu Mobile App Marke6ng Playorm App Publisher Traffic Aoribu6on Repor6ng Op6miza6on The award-‐winning Fiksu Mobile App marke6ng playorm enables app marketers to achieve their business goals by maximizing app downloads from quality, loyal app users. Loyal Users
- 23. Thank You! Download free eBooks and white papers www.fiksu.com/ebooks rwyder@fiksu.com www.fiksu.com @ricowyder | @fiksu