Oliver Clark 'Finding Real Value – Understanding app marketing costs, channels, and trends' Fiksu

2. 2.2 M apps in Google Play + Apple App Store
Today’s App Discovery Battleground

6. Big Opportunity – Big Challenges
• Average user: 40 apps, but regularly uses only 15
(HARVARD BUSINESS REVIEW, MAR 2013)
• 22% of all app downloads are used only once
(LOCALYTICS, APR 2014)
• Fragmentation: a complex ecosystem full of disparate
point products
“Consumers have never been more connected – but it’s never been harder to
connect with them.”
– Tom Daly, Coca-Cola

7. Worldwide CPIs Over Time

8. Global CPI Trends: Similar, but not Identical

9. OS CPI Trends: Similar, but not Identical

10. More Important than CPI: CPLU

13. Same Budget—Different Impact
Non-Incent Incent Difference
Budget $10,000 $10,000 0%
Cost per Download $2.96 $0.73 -75%
Downloads 3,378 13,699 305%
% converting to loyal 57% 24%
Loyal Users 1,926 3,288 71%
Cost per Loyal User $5.19 $3.04 -41%

14. Fueling discoverability through UA
• TechCrunch chart:
Download volume
helps search results
• Organic lift –
measurement and
importance

15. App Marketing Mix Is Constantly Evolving

16. Want to talk?
oclark@fiksu.com
www.fiksu.com
@fiksu
Thank You!
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www.fiksu.com/ebooks