The 101 of Mobile Marketing

Droidcon Paris, June 2013

Dvir Reznik@dvirreznikdvirreznik.com

What would you like to know?

B2B2C marketing

B2C

The Basics

What problem does your product solve?

Who are you selling it to?

Are they aware of the problem?

Will they be willing to pay for it?

Sometimes, it’s about creating a solution for a ‘problem’ people didn’t know existed

The Problem

Who Are You Selling To?

Thin slicing

Thick slicing

The Competition

Source: Adapted from Nir Eyal, nirandfar.com

Willingness to Pay - UVP

Is it a Painkiller or a Vitamin?

• Obvious need

• Quantifiable

market

• Monetizable

• Emotional need

• ‘I feel good’

• Market unknown

So, what am I doing tomorrow?

Channels User Acquisition

App Store Optimizatio

n

Messaging Product Analytics

Working with the Media

Community Online

2. Marketing Plan

Google AnalyticsFiverroDesk / eLanceOneHourTranslationDropbox/CopyHARO (Help A Reporter

Out)Twitter listsDistimo MonitorGoogle Keywords ToolUnbounce

The Lean Startup - DIY

MailChimpAsanaSurveyMonkeyTestFairyAppCodes.esLinkedIn GroupsFacebook pagesCampus London EDUPAUGOptimizely

Getting Noticed

What did I do yesterday and how it performed?

What I’m doing today

What am I doing tomorrow?

‘The 3WHs’

Source: The Lean Startup by Eric Ries

A/B Testing. Always.

Channels

Google Play of course

Dedicated App Stores (Samsung’s, T-

Mobile’s, Amazon’s, etc)

Pre-loads (‘holy grail’)

Optimize your SEO

PR and bloggers

Ad networks

High volume

High conversion

Low cost

Users, Users, Users

Acquisition: users download from various channels

Activation: users enjoy 1st visit, a happy experience

Retention: users come back, open app multiple times

Referral: users like our app enough to refer others

Revenue: users conduct some monetization behavior

5 Steps to Success – Customer Lifecycle

Source: Dave McClure

Notifications Invites Rate Us Badge icons Emails App Store Optimization Website Optimization

Organic Acquisition

CPC, CPD, CPA Lots of mobile ad networks Test first, campaign later Facebook App Center & App Install Twitter Ads

Paid Acquisition

Monetization

1. Paid app2. Subscription based3. Free app with in-app purchase4. Free app with ads5. 3rd-party SDK: Mobario, Mobilda, others

NameApp iconCategoryScreenshotsDescriptionRatingReviewsBe CreativeA/B test everything

Product

TimingStory

Writing Your Story

Positioning

Know the narrative(s)

Find your customer’s internal trigger (as

opposed to external trigger)

‘Every time the user [trigger], they [my

product]’

“Every time the user feels lonely, they open Facebook”

Timing Matters

Serendip & Whitney Houston

Twitter @ SXSW

Onavo & AT&T

Sync your calendars

Ride on major events/themes

Product Marketing

Features that improve conversion

◦80% - optimize existing features

◦20% - develop new features

No right or wrong – A/B Test, a lot

Measure

Repeat

Analytics

Like The Web, But A Lot Harder

- Sean Byrnes, Flurry CTO

Retention – month/month active

users

Engagement – increase active users

Monetization – make money

Key Metrics

“The people who signed up in the first month: Are they still using it today? Often in social startups

you’ll see people sign up, use it for a couple of months, and then never

use it again. This weird effect where, because your sign-up rate is so high,

your active users seems to stay pretty much the same. Like a

revolving door.”

Kevin Systrom:

Funnel analysis Social sharing Demographic data Tracking time and location context Optimize signup process Push notification Rate Us Update Version Email marketing

What can you do?

Working with the Media

The Fact That You Exist – Not News

Think Big, Be Big

Jornos Are Always Looking

Research your audience (aka the press)

Don’t spam

Perfect your elevator pitch

Twitter lists

G+ for tech pundits and journalists

Facebook – rally your troops

Networking Matters

Community

4 of 13

Start early (Soluto)Choose your markets (Waze)Be creative (Rovio)Give back (Google giveaways)

Publicize your users (Onavo)

Community

Time to first share

length of sharing period

k factor (how many new users

does each user bring in) larger

than 1

Viral Growth

Online

Web to Mobile

Downloads, not page views

Engagement

Cross-sale portfolio apps

Online

Thank you

Dvir Reznik | @dvirreznik | dvirreznik.com

About Dvir

Marketing & PR dude for startups

Past:

◦Onavo, Director of Marketing

◦Intlock, VP Sales & Marketing

◦IBM Software

Online: dvirreznik (everywhere)