Ia ondernemen met innovatieve apps hoe zet ik mijn app in de markt. Sessie 5. Bert Van Wassenhove

Hoe zet ik mijn app in de markt?

• Founder at  
“THINK with people”
• Managing Partner at  
“Heaven Can Wait”
• Wrote a book: “Een Digitaal
Marketing Plan in 100 Dagen” 
(www.digitaalmarketingplan.be)
• Chief biker @ mototravel.be
• http://www.ibert.be
www.twitter.com/ibert  
Bert Van Wassenhove

Top Of Mind becomes
Omnipresence

Is marketing for startups DIFFERENT?
http://www.thinkwithpeople.be/de-9-verschillen-tussen-marketing-managers-en-startup-marketeers/

Growth Hacking
Marketing Technology

Use the (digital) product
• Cheap to give away
• Product features can now be
directly responsible for growth.

Use the (digital) product
• Cheap to give away
• Product features can now be
directly responsible for growth.
• Build habit-forming products
• Behaviour =  
Motivation + Trigger + Action

Hack (digital) distribution
• Search Engine Optimisation
• YouTube, Pinterest, Instagram,
Vimeo, … as the new eyeball
harvesters.
• And other Social Media
(Facebook = The New TV)

Leverage technology
!
• API’s (or workarounds)
• Coders & marketers working
together

“Digitale media” is
more then a website

Google
YouTube
Google Maps
Google Search Google Images
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites
Google
YouTube
Google Maps
Mobile &
Apps
Betaalde media
e-mailing
CPC-
advertising
Banners
B
Eigen media
e-commerce
sites
company
sites
Verdiende media
blogsfora
twitter
facebook
location based
services
campaign
sites

BUILD your marketing plan,
don’t INVENT it!

1616
1SLIMME VRAGEN
VOOR JE BEGINT
SMART
QUESTIONS TO
START WITH ...

17
SMART QUESTIONS TO
START WITH ...
Who is your customer?

18
Your Target Group
• Product-market ﬁt.
• Not so much target groups, but
how can you ﬁnd customers for
the solution you invented.
• B2B vs B2C
• Who in the value chain has
money and pain?

18
Your Target Group
• Online I guess?
• Think about inﬂuencers!
• Segment based on what you
mean to your customers. (what is
the role you fulﬁl)

19
How will your customers
find your company or
brand?
SMART QUESTIONS TO
START WITH ...

20
Exploratie
Beslissing
!
Nood
Gebruik
2
3
1
4
Need Exploration
DecisionExperience
Customer Journey

Customer Journey
• ACTIVE needs versus LATENT
needs
• Activating needs is what
traditional marketing has been
doing since forever, and it ﬁts
the purpose.
• Social media are the new mass
communication channels.
Nobody gets up
in the morning
to come
download your
app!

• “The Zero Moment Of Truth”
• Digital Exploration at the ...
• Through SEARCH
• Through SOCIAL
Customer Journey

Customer Journey
• “The First Moment of Truth”
• Different purchasing contexts
• Physical store
• Online
• Multi-channel retail
• Mobile is crucial!

Customer Journey
• App Pricing:
• Free works best
• Free + in-app purchases is
great
• Cheap is OK (< 5eur)
• Expensive is only for niche
(> 5 euro)

Customer Journey
• “The Second Moment of Truth”
• Help your customers
• The Customer experience is the
ideal opportunity to generate &
stimulate:
• CONVERSATION
• CONTENT CREATION
• Commercial opportunities
for:
• Cross-sell
• Up-sell
• Referral
• Prepare the next sale

19
What message to bring in
which phase?
SMART QUESTIONS TO
START WITH ...

http://www.youtube.com/watch?v=l5Tw0PGcyN0
The Golden Circle

EENDIGITAALMARKETINGPLANIN100DAGEN
Misschien is er een eenvoudige oplossing en volstaat wat extra uitleg
om de klant blij te maken. In veel gevallen volstaat het al om naar een
ontevreden klant te luisteren en begrip te tonen, om verdere negatieve
uitlatingen op het internet of bij vrienden te vermijden.
Een goede ondersteuning en communicatie wanneer een consument
jouw product of dienst gebruikt, heeft tenslotte als belangrijk effect dat
deze voor een volgende aankoop minder ver gaat zoeken. De explora-
tiefase wordt minder belangrijk en er wordt sneller beslist om opnieuw
jouw merk te kopen.
Exploratie
Beslissing
!
Nood
Gebruik
2
3
1
4
DE WEG VAN DE CONSUMENT. (ILLUSTRATIE PIETER HEYTENS – WWW.MONKEYSHOT.BE.)
We zullen dit model in de rest van het boek aanhouden om te duiden in
welke fase welk digitaal medium belangrijk en minder belangrijk is.
WHY HOW
WHAT
What to communicate about?!
!
Issues your customers have
when dealing with …  . "
How important they are, what
the impact can be, why this will
become more important in the
future.
!
How to best solve these
issues, without talking about
products/services.
!
The value of these products/
services in solving pain."
+ Convert

27
What’s your objective?
SMART QUESTIONS TO
START WITH ...

Get your objectives straight, they are
the lighthouse of your plan!

What’s your objective?
• We’re looking at getting
traction with a broad
audience who doesn’t yet
know they need us ...
• We’ve got loads of
customers, but we want to
keep them from running
of to competition ...
• We offer a popular service
people look for on the
web, we just need to get
them to OUR app …
• Loads of trafﬁc on the site/
app, but we can’t get
them to actually buy our
stuff ...

2HEB IK NOG WEL
EEN WEBSITE NODIG?
Do I really need
a website? We’re
on Facebook you
know ...

YES! Don’t build your home on rented land
• Your website is the only piece of
online real-estate you control for
100%.
• You control the design
• You own the data
• You can target and
personalise the site
• You can reach the entirety
of your audience
• Don’t trust Facebook (or any
other tech startup)
• Nurture your URL, this is your
identity!

About your website
• From landing page to
community and service channel
• It may be your product
• It’s probably a distribution
channel
• Think Mobile!
• Measure!

Your site is home to content marketing
• Blog:
• SEO
• Grab a niche
• Use RSS
• Educate your audience
• Become a thought leader,
• Write guests post
• Produce White Papers, ebooks,
Guides
• Publish Infographics
• Organise Webinars

heeft natuurlijk alles te maken met de hoeveelheid informatie die
daag op het web te vinden is. Om het met de woorden van Eric Sc
(toen ceo van Google) te zeggen:
‘We create as much information in two days now as
we did from the dawn of man through 2003.’
ERIC SCHMIDT
Met dit soort hoeveelheden informatie kan een consument enkel d

EENDI
Leesbaar voor
Google
Inhoud
Relevante links
Social
media
SEO Pyramid

37
4HEEFT MIJN MARKETING WEL
SOCIALE MEDIA NODIG?
DOES MY
MARKETING
PLAN NEED
SOCIAL MEDIA?

FEB 2014
Social Media in
Belgium
Bron:http://bvlg.blogspot.com
Social Media in
Belgium
10 950 k
5 400 k
1 716 k
1 964 k
1 200 k
1 000 k
100 k

IAB Framework: 3 pillars
!
!
!
!
!
!
!
!
!
objectives?
I
Intent
A B
What are your KPI’s
Benchmark
Compare
Awareness
Appreciation
Advocacy
Action

The 4 A’s
Dis he/she mention your brand on the social
network?
Did he/she click a link or download something?
Did the customer see the message?
Did he/she make a connection between himself
and your brand?!
!
!
A
Awareness!
Appreciation!
Action!
Advocacy!
What are your KPI’s

Metrics
Awareness Appreciation Action Advocacy
Facebook
page views,
post views
likes,
comments
clicks, filled
in form
shares,
mentions
Twitter views?
favorite,!
replies
clicks
mentions,
retweets

5MEETBAAR ADVERTEREN
MEASURABLE
ADVERTISING

TEL
Conversie
Impressie
Klik
Betaalde media
KOOP EEN IMPRESSIE EN/OF EEN KLIK, EN CONVERTEER DIE OP JE EIGEN WEBSITE.
Paid Media

Channel Example Segmentation method Payment
Traditional
banner
Newspaper sites
Last year’s research shows our visitors are
60% male, so we’ll show everybody car
ads.
Per 1000
impressions (CPM)
Social
Media Ads
Facebook
We know this guy is 35 and he’s got 3
kids, so we’ll show him SUV ads.
CPM or per click
(CPC)
Search Ads Google
This guy just did a search for a Renault
Espace, so we’ll show him a VW Sharan
ad.
CPC
Affiliate
marketing
Robscrappysite.net
We don’t have a clue why we are
advertising cars to this guy, but we only
pay if he actually buys a car, so who cares
:).
Per action or
acquistion (CPA)
Which advertising channel?

When to use online advertising?

6E-MAIL IS NIET DOOD
IS EMAIL DEAD?

7ALTIJD EN OVERAL ONLINE
Appstores!

Start from the customer/user
• Why would they download your
app?
• To make life easier …
• Get fast access to information
they frequently use.
• So NOT for one-off
communication purposes!

Study the market!
• Study the categories you want to
be in!
• Look at the top app categories
for Google Play and iOS. Users
sometimes browse through
category pages for apps to
download.

Once in the app store
• Reviews matter! 
Do whatever is necessary to not
get bad reviews in the first place,
and try to get people to change
their reviews after they’ve left a
bad one.
• Screenshots are a window into
your app.
• Think about your app’s name! 
Will it be easy to search for and
easy to find?
• Don’t rely on the marketplaces
alone for new traffic. 
There are simply too many apps
now and you are a needle in a
haystack.

8CREATIEF MET DIGITAALGET CREATIVE
WITH DIGITAL

BUILD your marketing plan, don’t

THANKS for listening and participating,
now ...!
Follow me here: twitter.com/ibert!
and as a startup especially here: twitter.com/thinkwpeople

Ia ondernemen met innovatieve apps hoe zet ik mijn app in de markt. Sessie 5. Bert Van Wassenhove

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Ia ondernemen met innovatieve apps hoe zet ik mijn app in de markt. Sessie 5. Bert Van Wassenhove