mobile marketing summit nyc holiday mobile marketing strategies for apps
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Holiday Mobile Marketing Strategies for Apps
Kathy Pattison VP, Marketing @fiksu, @kathypa-son
Mobile Marketing Summit
800 CLIENTS 2900 APPS
40 of 50 2013 TOP GROSSING APPS
Data driven mobile marketing platform
About Fiksu
3.2 Billion DOWNLOADS GENERATED Boston
Northampton San Francisco London
Helsinki Singapore Tokyo Seoul
Why the Holidays Matter § Who do you know who’s getting
a phone or tablet?
§ Device proliferation = app proliferation
§ App Store visibility matters for brands
Huge Opportunity
iPad Air iPad Mini iPhone 5c Kindle Fire HD Samsung Galaxy S4
iPad Mini (2nd gen)
iPhone 5s iPhone 4s Samsung Galaxy Tab 2
51%
26% 26% 23% 20%
17% 15%
10% 8%
Black Friday Weekend Device Growth (% Change from Previous Weekend)
Source: Localytics Nov. 2013
iOS
Android
Holiday Timeline
Sept/Oct November December January
New Apple & Samsung devices released New Years
2014 Christmas Hanukkah
Begins Black Friday
Dec 25 Dec 16 Nov 28 Jan 1 Sept - Oct
Historical Data Backs Up Holiday Impact Cost per Loyal User Index
$1.63 $1.79
$1.06 $1.38
October November December
$1.47 $1.43
$1.81
2011
2012
$1.67
2013
$1.75
CPLU – all time high
Steady increase
Steady costs
Summer 2014 – CPLU at an all time high
4.6M 5.0M 6.0M 5.3M $1.38 $1.29 $1.56 $1.67
2012 Holiday Results
November December January February
Thanksgiving, Black Friday, Cyber Monday
New Years
2013 Christmas
Volume CPLU
5.7M 6.8M 6.4M 6.4M $1.79 $1.59 $1.80 $1.75 November December January February
Thanksgiving, Black Friday, Cyber Monday
New Years
2014 Christmas
2013 Holiday Results
Volume CPLU
2012 vs. 2013 Holiday Results
2013
2012
2013
2012
2013
2012
2013
2012
2014
2013
2014
2013
2014
2013 2014
2013 November December January February
Volume CPLU
Good News: Volume was up across the board in 2013 Bad News: Costs were up across the board in 2013
How to Win the Holidays § Goals first
§ Volume vs. value
§ Holiday creative and content
§ Retarget as users change devices
§ Nurture your users for long-term loyalty
So Which Is It: Volume or Value?
Peak growth (volume): maximize downloads
= =
Which is right for you?
Value: maximize ROI
Volume v. Value
Valume: • Blend of the two strategies • Rank is a component – but not a goal • Find specific times for rank pushes within a
longer-term value approach
Volume: • Business goal: X million users • Network effects • Visibility important
= = Value:
• Focused on ROI • Need every user to be profitable • Small/mid-sized companies
§ Use holiday themes in creative, content, landing pages § Customize virtual goods too § Be consistent throughout the experience § Even if you aren’t commerce oriented § Consider holiday apps/versions for extension § App stores tend to feature holiday-themed apps § Chance for “Top 10 holiday app” posts or articles
Add Some Holiday Spirit
§ Upgrade time can be cleaning house time or a re-discovery time
§ Re-engage before the upgrade § Retarget lapsed users on their new
device § 33% increase in app installs in first month
Retarget During Device Upgrades
iOS 8 Changes Impacting App Marketing § App discoverability changes
- App Store top charts cut from 300 to 150 - New “Explore” tab in App Store to find apps - Spotlight search will now search App Store
§ Other updates - Widgets, actionable notifications, increased continuity between devices
We Recommend Updating Your App… § Apps that update during the holidays see: - More sessions/user - 4x users/app - Shorter session length
§ One in three apps updates during the holiday
…But Don’t Forget: iTunes Connect Shutdown § iTunes Connect shutdown
- Around 12/20 – 12/27? - No approvals, pricing changes
§ In the past, some updates have taken up to 3 weeks
§ Recommendation: get changes in by Nov. 30th
The App Store Freeze § 2009: About a week § 2010: 4 days § 2011: 48 hours § 2012: ~8 hours § 2013: The Year Without an App
Store Freeze § 2014: Expect the same
CASE STUDY: QuizUp
5.5M users in 1st month
CPIs around $1
Viral effects: 7 organic users for every paid user
Partnered with Fiksu for Nov 2013 launch to capitalize on increased holiday traffic
What’s Going to Happen This Year? § Device sales figures will continue to astound
- 2013: 1.2B ~ 50% shipped in Q4 - 2014: 1.5B
§ Marketing costs are at all-time highs
§ Marketers will continue to get smarter about spend
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