presentation to bcs pond presentation.pdf · presentation to bcs. agenda introduction the app...

28th March 2011

Ian Pond

The Fireplug Ltd

[email protected]

Presentation to BCS

Agenda

Introduction

The App market - a channel, like no other

App Marketing - it’s not rocket science

7 Easy Steps….. to app marketing heaven!

Summary28/03/20112 [email protected]

IntroductionMy Experience:

FMCG marketing training

20 years in Mobile● Orange/France Telecom

– Original UK marketing team member– International board member– VP Marketing (during FT era)

Fireplug Ltd – telecoms consulting● Clients include:

28/03/20113 [email protected]

Introduction

App Marketing experience with


• Premium app• On-going revenue via connected services ie live traffic data

• Free app• On-going revenue via VOIP telephony services

• Mid priced app• On-going revenue via map & trails content sales

A channel …..quite like no other

Whilst pc/web based e-commerce has revolutionised the way we shop over last few years

The personal & ubiquitous nature of app-enabled m-commerce means the potential for further change is even greater


Projections for App Market

28/03/[email protected]

Mobile app downloads:

7 billion in 2009

50 billion in 2012.

Market Value:

Chetan Sharma (for GetJar): $17.5 billion in 2012

Research2guidance: $15 billion by 2013.

Juniper Research: $25 billion in 2014

2011 Market Size (Active Devices)Apple iOS

50-75Mill active devices

Growth rate:● 1 Mill every 4-5 mths

Android

~60Mill active devices

Growth rate● 1 Mill every 3 mths

Source: Fireplug Estimates


Symbian ~200Mill active

devicesGrowth rate nil

iOS v Android – propensity to pay


Customer Geography

Note: App sales – even more skewed towards US28/03/20119 [email protected]

Rank Country % of Users

1 USA 43

2 UK 9

3 France 6

4 Canada 5

5 Japan 4

6 Australia 4

7 Germany 4

8 China 2

9 Rep of Korea

2

10 Italy 2

Rank Country % of Users

1 USA 66

2 China 13

3 UK 4

4 France 2

5 Japan 2

6 Germany 2

7 Rep of Korea

1

8 Spain 1

9 Canada 1

10 Sweden 1

Apple iPhone Android Smartphones

Source: AdMob

Competition is fierce


Apple iOS

Total Active Apps (currently available for download): 366,584

Source: 148apps.biz

Android Market

~200,000 games, apps & widgets in Dec 2010

Source: wikipedia

It’s not rocket science……


App marketing is fundamentally the same as any other form of marketing

Understand your target market

Understand the benefits you deliver

Know your competition

Communicate effectively

Keep innovating

Getting Noticed

Click to edit Master text stylesSecond level

● Third level● Fourth level

● Fifth level


App store presence

App store ranking

Reviews & Social Media

In-App advertising

PR Activity

7 steps to App heaven

1. App store Presence

2. App Store Rankings

3. Customer reviews

4. Social Media

5. 3rd Party reviews

6. In-App Ads

7. Paid Search


1. App Store Presence

The App Store is your primary shop window

So make it look as good as you can

The Marketing Assets are prescribed for all

So at least it starts as a level playing field

Name & Icon

Screenshots

Product description (max 3,000 characters)


1. App Store PresenceOther Elements

Keywords – Apple 100 characters – make them all count

Android - Promo Graphic/Feature Graphic/Video Link

Tricks

Everyone likes a bargain

Featured status

● App of the Week

● Staff favourites

● New & Noteworthy

● What's Hot28/03/201115 [email protected]

UK Store: 28th March 2011



Ranking is important - Higher ranked apps sell more

Improved visibility in top listings

How to improve your chart position?

As Ranking calculated on 7 day performance● Recommend:

– Short, intense bursts of support activity● To drive App up the rankings, then benefit from

high rank position– Time activity carefully

● to take advantage of increased app activity over weekend v’s weekday

● to leverage any boost from new releases



UK Store: 28th March 2011

Higher RankingGood Sales

Virtuous Circle



There are ways to buy improved ranking position – pay per install (PPI)

Primarily suitable for free rather than paid apps

ie Tapjoy

How it works:

Your “real” money buys virtual currency in other Apps ie games/gambling

Users who download your app get virtual currency as incentive

3. Customer Reviews


People trust the opinions of Friends & Family

In the digital world people are willing to rely on the word of Existing Users

Assumed to be honest and independentViewRanger on UK Store

If your App is paid – recommend: a free try-before-you-buy cut-down variant

3. Customer Reviews


Click to edit Master text stylesSecond level

● Third level● Fourth level

● Fifth level

3. Customer Reviews


Seek out initial advocates

Beta trials programme

Happy Customers like to help

Engage with them & invite them to write reviews ● Twitter followers/Facebook likes

● Direct e-mail database

Don’t try to bribe them

Don’t write false reviews

4. Social Media


Two key roles:

Build Trust in your brand

Reach out into customer communities

Major commitment of time, rather than money

Engaging in a dialogue

Being open & honest

Maintaining the dialogue

5. 3rd Party Endorsement


So far we’ve focussed on consumers – what about the opinion formers?

“Expert” opinion can be massively influential

In both directions

Identify the opinion formers and target them in the most relevant way

5. 3rd Party Endorsement


OutdoorsHealth/ Lifestyle

Mainstream

Technology

6 In-App advertising


Again probably most applicable to Free Apps

After testing to work out metrics● CPM, Conversion rate, cost per acquisition, CLV

Offers a mechanism to “guarantee” install volumes based on marketing spend

Mind the Gap

Run rate

Plan Target

Calculate cost to fill gap

6 In-App advertising


AdMob (Google)

Minimal entry cost

Low daily commitments

Apple iAds

$5000 campaign

$250 per day

7. Paid Search


Outside of the App

Likely to offer the most effective and measurable mechanism to reach interested consumers to your app

● Web & Mobile

Easy to set up, manage and assess

Make sure you:● Set targets up front

● Always A:B test

● Constantly seek to optimise

To conclude


Don’t forget:

The core marketing principles

Geographic reach

Customer engagement

Be proactive

Constantly innovate

Make your communication relevant

Thanks

presentation to bcs pond presentation.pdf · presentation to bcs. agenda introduction the app...

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