10 lessons for app marketers' - stefanie hoffmann at app promotion summit berlin
TRANSCRIPT
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gutefrage.net Workshop, München, 15.11.13
Bertelsmann
gutefrage.net Workshop, München, 15.11.13
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myphotobook iPad App
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gutefrage.net Workshop, München, 15.11.13
Good News „We believe that with consumers continuing to try so many new apps, the app market is still in early stages and there remains room for innovation as well as breakthrough
new applications.“
http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-Just-Lives-in-It
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gutefrage.net Workshop, München, 15.11.13
Bad News Everyone battles for the attention of the user
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Great Product
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Visibility
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Retention
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Virality
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User Lifetime Value
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The Product
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“The product is the most important part of
the app marketing.”
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Have an app moment….
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Tell a story
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Why I should come back?
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Sign up• Learn from dating apps
• Create first a positive user experience - show of the product benefit
• Short texts - great an amazing branding
• Make me hungry for more…..
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Push Notification
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Facebook is doing so good…
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Befor we get startet define your KPI´s
• Download - Sign up= <30%
• DAU / MAU
• > = 3 *** Bewertung
• What is important for your App?
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LocalyticsStabile Lösung - Mobile optimiert
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Cohort Retention
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RetentionSortiert nach Kategorien
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Checklist: Product ready to market
• Onboarding optimized (Conversation)
• Push Notification (Retention)
• Positive User Experience (Use Case)
• Virale Features (Reduce costs)
• KPIs defined and Tools integrated
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Check Airbnb for iOS7
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MARKETING
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Have a plan….• Test, learn and change….
• Concentrate actions instead of spreading them
• Analytics are your best friend
• Find a smart way to get traffic for your app
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App Launch
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Launch Elements• Positive Reviews
• E-Mail Marketing
• PR Launch
• Crossmarketing
• Social Media
• Traffic Weiche
• App Store
• Mobile advertisment
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Important Tipps• Concentrate Actions, to get higher in the
Appstore rankings to get additional downloads…..
• Talk to apple - inform them about your plans
• Version x.0 are big opportunities to get featured and to get users back
• Thursdays is feature day
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PR Launch
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Reviews kaufen oder bekommen
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Reviews kaufen oder bekommen
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Lifestyle Magazine
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TV
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Review Liste erstellen
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360°
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App Teaser Traffic Weiche- Big Teaser when your app is better than your website
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App Teaser SmallYour app is only better for a specific use case or
target group
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Video• Intelligent product video is better than an
emotional spot.
• Show of your special app moment
• 30 sec.. - max. 60 sec.
• Less is more when it looks professional
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APP STORE
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App Store Feature
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App Store• Tools
• Icon
• Name
• Keywords
• Appstore Text
• Categories
• Screenshots
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App AnnieCheck the rankings…
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XYODownload Numbers, Review Tags
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Name255 Bytes space but apple recommends to use 35
signs…. I use 65-75
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GrindrThe Name follows the keywords…..
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GrindrName + Keywords sichtbar in grün
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Sensor Tower
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Check the competition
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Keyword Spy
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Keywords optimiser
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MOBILE ADVERTISING
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AD Networks
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The Problem
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Mobile Mediaplanerbundle SDKs, flexibilty, exclude fraud, tracking,
campaign management
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Camping optimizing
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Facebook Install Ads
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Facebook Engament Ads
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Facebook Video AdsCost-per-click (CPC) or optimised cost per impression (oCPM) basis additional now cost
per action (CPA) - “Based on internal Facebook tests, buying on CPA drives, on average, 20% lower cost per install than buying on CPC," claims Facebook's blog post.
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Instagram Feed Ads
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Performance campaigns
• Optimize your results
• Optimize your ads
• Find the rights channels, target groups, days and times…..
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Generelle Learnings• Little budgets over a longterm for Facebook
• Make a video - less branding more product
• Interstitial are mandatory
• General do´s for ads
• From left to right
• Text has to be readable
• Call-to-Action
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Test Test Test
• Measure the success of your actions, identify where the most valuable users are coming from
• Try new channels, never stuck with the old success formular….
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Launch-Ready-Checklist: Marketing
• Appstore Package
• Marketing Package
• PR Package
• Social Media Channels and strategy
• Champaings tested, SDKs integreated
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THX!
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CONFIDENTIAL
follow me onfacebook, twitter (@nanou_)or instagram (kuckerina)
talk with me onskype (kuckerina)
or old [email protected]
try but silent mode is always on;)+49 170 7600 280