Post on 15-Jun-2015
APP ECONOMY
APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET SOURCE: FLURRY
APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET SOURCE: FLURRY
APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET SOURCE: FLURRY
APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET SOURCE: FLURRY
APP USAGE.
IOS & ANDROID ADDRESSABLE MARKET SOURCE: FLURRY
MOBILE HAS BECOME ADDICTIVE SOURCE: FLURRY
WE ARE ADDICTS.
MOBILE HAS BECOME ADDICTIVE SOURCE: FLURRY
ESPECIALLY WOMEN.
BROWSER VS APP USAGE SOURCE: FLURRY
APP USAGE.
TIME SPENT ON IOS AND ANDROID DEVICES SOURCE: FLURRY
APP USAGE.
TIME SPENT WITH INTERNET BY DEVICE FEB 2013-JAN 2014 SOURCE: GIGAOM
APP USAGE.
GLOBAL DOWNLOAD GROWTH SOURCE: GIGAOM
APP USAGE.
TIME IN APPS 2013-2014 SOURCE: GIGAOM
APP USAGE.
APP CATEGORY ENGAGEMENT 2014 SOURCE: GIGAOM
APP USAGE.
PAY OUT.
AMAZING SCALE.
THE SCALE OF THE EUROPEAN APP ECONOMY SOURCE: EUROPEAN COMMISSION
AMAZING SCALE.
EU APPS SPENDING SOURCE: EUROPEAN COMMISSION
APPS CLOSING IN.
APPS & TV SOURCE: FLURRY
PRODUCT APP
APP‘S UNIQUE VALUE.
• Problem Solver
• Usability
• Design
• Monetization
• Offline Functionalities
TABLET VS SMARTPHONE
TABLET - SMARTPHONE.
Differences between tablets and smartphones?
• Use Cases
• Usability
• Content
• Other?
RESPONSIVE DESIGN.
DON’T SIMPLIFY.
• Responsive design is not everything
• From print mag / desktop to tablet: MAYBE
• From print mag / desktop to smartphone: NO
TABLET - SMARTPHONE.
SMARTPHONES V.S TABLETS SOURCE: FORRESTER RESEARCH
TABLET - SMARTPHONE.
SMARTPHONES V.S TABLETS SOURCE: FORRESTER RESEARCH
TABLET - SMARTPHONE.
Tablets are portable, while smartphones are pocketable.
Tablets are mostly used in the living room, while smartphones are used within the home and also on the go. Mobile phones are also the most personal devices we use, while tablets are often shared with spouses, partners, or children.
TABLET - SMARTPHONE.
AD PERFORMANCE: CTR AND CONVERSION RATES SOURCE: INMOBI
WHERE’S THE MONEY?
WILL THEY PAY?
ZAHLUNGSBEREITSCHAFT FÜR JOURNALISTISCHE INHALTE SOURCE: BITKOM
WILL THEY PAY?
STRATEGIEEMPFEHLUNG FÜR DIE NEWS APPS EINER MEDIENMARKE SOURCE: HAW HAMBURG
APP EXAMPLE DIE MACHT
DIE MACHT APP.
• Smartphone App • iOS • Google Play
DIE MACHT APP.
VoteComment
Image/Video Upload
Applause / „Booh“
DIE MACHT BACKEND.
Question of the day
Trend Indicator
Moderation
DIE MACHT BACKEND.
Question of the day
DIE MACHT BACKEND.
History
DIE MACHT HISTORY.
Scribble Prototype App
DIE MACHT HISTORY.
Scribble Prototype App1 year Start of show
(14 May, 2012)
DIE MACHT LEARNINGS.• The App as a small piece of the puzzle
• Backend / Editor‘s cockpit
• Integration in TV: Technical and format challenges
• API towards web frontend „Soviet TV“
• The app as a problem solver
• Lean functionalities with high usability
• Instant feedback in the app and in the TV show
• Call to Action: „Vote!“ in „Question of the day“
DIE RUNDSHOW LIVE.
AKTUELLE STUNDE.
7 CRITERIA OF APP DEVELOPMENT
7 CRITERIA.1. Benefit: The app as a problem solver
2. Immediacy: Instant Gratification
3. Usability: Great Design Experience
4. Strategy: Goal, Target Group, Purpose
5. Product: Uniqueness
6. Business Model: Monetization
7. Marketing & Sales: Monitoring
COST OF APP DEVELOPMENT
THE COST.
AVERAGE COST OF APP DEVELOPMENT SOURCE: IBUSINESS
APP MARKETING
THE SECRET LIES IN A COMBINATION OF DIFFERENT MARKETING AND COMMUNICATION ACTIVITIES - AND - AN AMAZING PRODUCT.
APP MARKETING
THE CHALLENGE.
Time a user needs to decide
for or against the download.
THE CHALLENGE.
10 sec
THE CHALLENGE.
Time a user needs to decide whether
the app stays on his device?
THE CHALLENGE.
30 sec
THE CHALLENGE.
Time for customer acquisiton: 10 sec
Time for customer retention: 30 sec
MARKETING ACTIONSA. App Check
B. App Store Optimization
C. App Push
D. App Campaign
E. Facebook Marketing
F. App MarCom
G. Alternative Marketing (Ambient, Guerilla, ...)
A. APP CHECK
APPCHECK.
• Panel-based test and review of the app ✦ Basis: 5,000+ crowd-sourced panel members ✦ Definition of relevant use cases ✦ Use case based tests of the app‘s functionality and user flow
• Result of analysis ✦ Deficit analysis of the user interface ✦ Aggregated list of deficits and improvement proposals ✦ User videos accessible via secure online-platform
APP CHECK.
APP CHECK.
App Check Report
B. APP STORE OPTIMIZATION
APP DISCOVERY.
KEYWORDS IN TITLE.
• App Store Optimization ✦ Analysis of the app‘s presentation in the App Store ✦ Recommendations regarding:
✦ Title ✦ Tags ✦ Description ✦ Screenshots
✦ Create amazing screenshots and/or banners for App Store and Web ✦ Translate all texts into the respective App Store languages
APP STORE OPTIMIZATION.
APP STORE OPTIMIZATION.
Creative Screen Shots
HELPFUL VISUALS.
C. APP PUSH
APP PUSH.
iPhone App
Medium Budget
(€10k)
APP PROMO
• #3 German App Store Category „Lifestyle“
• 4,5 Star Ratings in App Store after App Check
• #2 German App Store Category „Education“
• iPhone & iPad
APP PROMO
• #2 German App Store Category „Navigation“
• iPhone & iPad
APP PROMO
D. APP CAMPAIGN
• App Campaign ✦ A performance oriented marketing campaign ✦ Goals of the campaign are:
✦ Increase visibility of the app for the target group ✦ Support and prolong the initial App Push
• Performance Networks (e.g.) iAd, Millennial, Leadbolt, Adfonic, Admob, Trademob... ✦ Average KPIs
✦ CPC: €0.2 - €0.5 ✦ CTR: 0.4 - 0.8% • iAd Conversion (Installs/Clicks): 7-10% • iAd CPI: $3,50 - $4
ca. 2-3 weeksca. 1-3 weeks
Preparation
Campaigning
StartStart of
Campaign
App Push & Campaign App Blogger / Reviewer Pitch
App Marcom
Create Reviewer/Blogger list create Social Media Kit
create Advertising Material
INCENTIVIZED DL
Incentivized App Downloads via App Install Campaigns
Paid per Install
RE TARGETINGRetargeting maximizes Life Time Value
APP CAMPAIGN.
Android App
Small Budget
($10/day)
TOP APPS DTAG
PLAY „SHELF“ DTAG
WINDOWS „SHELF“ DTAG
SMS NEWSLETTER DTAG
E. FACEBOOK MARKETING
APP INSTALL ADSCall-to-Action Buttons:
• Jetzt buchen!
• Jetzt spielen!
• Jetzt hören!
• Jetzt einkaufen!
• Facebook App Install Ads • Media Kampagne auf Facebook • Vorteile:
• Kein SDK-Einbau notwendig • Zusätzlicher Distributionskanal mit > 1 Mrd. Nutzern • Nutzung von Sharing Funktionalitäten in Facebook Timeline
APP INSTALL ADS
AUDIENCE NETWORKWerbeformate:
• Banner
• Interstitial
• Native-Ad API
• OPTIONAL: Facebook Audience Network • Einbau des Audience Network SDK und anschliessende Media Kampagne
auf Facebook • Vorteile:
• Audience Targeting nach 50 Kriterien • Zusätzlicher Distributionskanal mit > 1 Mrd. Nutzern • Nutzung von Sharing Funktionalitäten in Facebook Timeline
AUDIENCE NETWORK
FACEBOOK METRICS
Facebook Mobile App Install Ads CPI
FACEBOOK RESULTS
CPM Results > $2.17 CPI
CPC Results > $2.89 CPI
http://katiesmillie.com/2013/01/08/interesting-results-from-facebooks-new-mobile-ad-features/
F. APP MARCOM
• Blogger / Reviewer Pitch ✦ After the positioning within the App Store the crucial criteria for app
downloads is recommendation through blogger and reviewer websites. ✦ Parallel to PR action you should research which opinion leaders,
bloggers and websites are fit to review and advertise the app. ✦ The blogger/reviewer pitch consists of research, choice and addressing
these multiplicators as well as create an information pack about the app related to the target group (Social Media Kit).
✦ One element of the blogger/reviewer pitch is to monitor clicks and downloads resulting from blog posts and reviews based on use of special widgets (with or without integrated SDK for monitoring).
ca. 2-3 weeksca. 1-3 weeks
Preparation
Campaigning
StartStart of
Campaign
App Push & Campaign App Blogger / Reviewer Pitch
App Marcom
Create Reviewer/Blogger list create Social Media Kit
create Advertising Material
ANDROID PIT.
APP PR EXAMPLE.
CombinedDownload Button / QR-Codewith tracking
CombinedDownload Button / QR-Codewith tracking
G. ALTERNATIVE MARKETING
GUERILLA MARKETING.
Travel discovery app Tripl hands out fake parking tickets at Y Combinator Demo Day which invites recipients to take a trip with Tripl to „avoid penalty“
PACKAGES APP PROMOTION
Budget A. App Check
B. Performance
Networks
C. App Push
D. MarCom
5.000 EUR ✓ ✓ (-) -
10.000 EUR ✓ ✓ ✓ (✓)Blogger/Reviewer Pitch
OR App PR
15.000 EUR ✓ ✓ ✓ (✓)Limited project management
20.000 EUR ✓ ✓ ✓ ✓
PROMOTION PACKAGES.
THAT‘S IT?
NO. YOUR APP ITSELF MATTERS MOST. YOU CAN‘T SUCCEED IN SELLING CRAP.
BUILD APPS THAT: SATISFY YOURSELVES WILL BE USED ON A DAILY BASIS DELIVER INSTANT GRATIFICATION SOLVE REAL WORLD PROBLEMS