Holiday App Marke/ng 2013 Building brand engagement and loyal usage
Presented by Chris5an Galvin, US Sales Director, Mobile Apps
Mobile Marke+ng Summit: Holiday Focus 2013
#FiksuOnHolidays
HIGH PERFORMANCE MOBILE APP MARKETING PLATFORM
Aggrega@on layer for the en@re mobile ecosystem • Turnkey integra@on to all relevant sources of downloads
• Programma@c access to the world’s largest mobile media inventory • Intelligent algorithms op@mize performance • Industry leader in app marke@ng aLribu@on and analy@cs
Fiksu clients: • 100s of top @er app brands use the Fiksu plaPorm • Cost-‐effec@vely obtain large volumes of loyal users • Get up to speed quickly; keep up with the fast moving mobile ecosystem
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Holiday Timeline
November December January February
Thanksgiving, Black Friday, Cyber Monday
Christmas New Years
2014 • iPhone 5S / iOS 7
• Samsung • Google
New phone load-‐out @me
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Why the Holidays MaLer – Who do you know who’s ge^ng a phone or tablet? – Device prolifera@on = app prolifera@on – App Store visibility maLers for brands – eMarketer: mobile will be 16% of e-‐commerce revenue for 2013 holidays
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Ø 2011: December CPLU index at an all-‐@me high
Ø 2012: Holiday impact more distributed
Ø 2013: ?
Historical Data Backs It Up
$1.47 $1.43
$1.81
Oct. Nov. Dec.
Cost per Loyal User Index
$1.06
$1.38
$1.67
iPhone 5 launch drove CPLU down
2011
2012
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Holiday Timeline vs. 2011 Results
5.56M 6.35M 6.79M 6.04M $1.43 $1.31 $1.14 $1.81
Volume and CPLU indexes 2011
November December January February
Thanksgiving, Black Friday, Cyber Monday
New Years
2014 Christmas
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Holiday Timeline vs. 2012 Results
November December January February
Thanksgiving, Black Friday, Cyber Monday
New Years
2014 Christmas
4.57M 5.02M 6.01M 5.32M $1.38 $1.29 $1.56 $1.67
Volume and CPLU indexes 2012
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2012 vs. 2011
November December January February
Volume and CPLU indexes
The educa@on of app
marketers
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Christmas… ge^ng later? • January 2012: volume at an
all @me high; costs near all-‐@me low. 30% drop from Dec.
• “Great! Let’s spend all our money in January.”
• January 2013:
• “D’oh.”
$1.47 $1.43
$1.81
Oct Nov Dec
Cost per Loyal User Index
$1.14
Jan
$1.06
$1.38
$1.67 2012 -‐ 13 $1.56
2011 -‐ 12
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$1.06
$1.38
$1.67
Oct Nov Dec
Cost per Loyal User Index
Jan
$1.56
Christmas… ge^ng later? • February: another
drop, but s@ll not the bargain basement of early 2012
Feb
$1.29
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The Holiday Bump
App users have more, shorter sessions as the holidays come and pass.
19
25
29
Pre-‐Holiday Holiday Post-‐Holiday
631
472
340
Pre-‐Holiday Holiday Post-‐Holiday
Sessions per user Average session length (min) 10.5
7.9
5.7
Data: Localy5cs
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Upda@ng During the Holidays Apps that update during the holidays see:
• More sessions/user
• 4x users/app • Shorter session length
One in three apps updates during the holidays.
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Impact of Updates: Android vs. iOS Sessions per user:
Non-‐updated Updated
iOS 20 25
Android 9 20
129% increase for Android vs 24% on iOS
Data: Localy5cs
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The App Store Freeze
• 2009: About a week • 2010: 4 days • 2011: 48 hours • 2012: ~8 hours • 2013: Don’t blink, you’ll miss it
Not to be confused with the iTunes Connect shutdown!
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iOS Timing Tips • iTunes Connect shutdown
– Around 12/20 – 12/27? – No approvals, pricing changes – Not the rank freeze
• Last year: some updates took up to 3 weeks • Recommenda@on: get changes in by end of Nov.
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What’s Going to Happen This Year? – Device sales figures will con@nue to astound
• Tablet growth
– Marketers con@nue to get smarter about spend • Focus on value, smart rank not top rank
• New interest in subcategory rank
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Tablets • Sales con@nue to explode…
– IDC: 227M in 2013 – 41% of online US consumers own tablets – 50% by 2014
• … but iPad is falling back to the pack – iPads now around ~30% of all tablets – Q2 iPad shipments YoY: -‐14%. All others: +67%.
• Tablet users: great demo, great usage characteris@cs – Higher purchase rates and transac@on values – But: don’t overstate the value of tablets vs. handsets – take a
balanced approach.
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How to Win the Holidays • Goals first • Decide on a volume vs. value approach • Update your app
– Use holiday crea@ve and content • Nurture your users for long-‐term loyalty
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So Which Is It: Value or Volume?
Peak growth (volume): maximize downloads
= =
Which is right for you?
Value: maximize ROI
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Value vs. Volume
Valume: • Blend of the two strategies • Rank is a component – but not a goal • Find specific @mes 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
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Value vs. Volume
Whichever route you choose: • Pick one and s@ck with it • Know that even rank maintenance will cost you • Stay focused on cost per loyal user • Understand value of organics
= =
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• Use holiday themes in crea@ve, content, landing pages • Customize virtual goods, too • Be consistent throughout the experience
• Even if you aren’t commerce oriented • Consider holiday apps or holiday versions for extension • App stores tend to feature holiday-‐themed apps
• Chance for “Top 10 holiday app” posts or ar@cles
Add Some Holiday Spirit
Santa Zombies vs. Ninja
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What iOS 7 means for app marke@ng
• Overhauled look and feel – update yours, too
• Apps Near Me – local focus opportunity?
• Auto-‐updates – increased update cycle ok
• iTunes Radio adver@sing – worth tes@ng! • App ra@ngs now maLer – And volume of ra@ngs? Social proof!
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Holiday Timeline Review Volume and cost indexes 2012
Thanksgiving, Black Friday, Cyber Monday
New Years
2014
11/30 App Deadline
Christmas
App Store Freeze?
iTunes Connect
4.57M 5.02M 6.01M 5.32M $1.38 $1.29 $1.56 $1.67 November December January February
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Contact Me [email protected] +65 9857 4654 www.fiksu.com @fiksu
Thank You!
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