101 of Mobile Marketing - Droidcon Paris

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The 101 of Mobile Marketing Droidcon Paris, June 2013 Dvir Reznik @dvirreznik dvirreznik.com

description

The presentation I gave on June 17th at Droidcon Paris on how app developers (Android & iOS) can do marketing & PR on a limited budget.

Transcript of 101 of Mobile Marketing - Droidcon Paris

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The 101 of Mobile Marketing

Droidcon Paris, June 2013

Dvir [email protected]

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What would you like to know?

B2B2C marketing

B2C

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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?

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

The Problem

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Who Are You Selling To?

Thin slicing

Thick slicing

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The Competition

Source: Adapted from Nir Eyal, nirandfar.com

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Willingness to Pay - UVP

Is it a Painkiller or a Vitamin?

• Obvious need

• Quantifiable

market

• Monetizable

• Emotional need

• ‘I feel good’

• Market unknown

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So, what am I doing tomorrow?

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Channels User Acquisition

App Store Optimizatio

n

Messaging Product Analytics

Working with the Media

Community Online

2. Marketing Plan

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Google AnalyticsFiverroDesk / eLanceOneHourTranslationDropbox/CopyHARO (Help A Reporter

Out)Twitter listsDistimo MonitorGoogle Keywords ToolUnbounce

The Lean Startup - DIY

MailChimpAsanaSurveyMonkeyTestFairyAppCodes.esLinkedIn GroupsFacebook pagesCampus London EDUPAUGOptimizely

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Getting Noticed

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What did I do yesterday and how it performed?

What I’m doing today

What am I doing tomorrow?

‘The 3WHs’

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Source: The Lean Startup by Eric Ries

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A/B Testing. Always.

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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

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Users, Users, Users

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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

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

Organic Acquisition

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

Paid Acquisition

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Monetization

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

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NameApp iconCategoryScreenshotsDescriptionRatingReviewsBe CreativeA/B test everything

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Product

TimingStory

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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”

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Timing Matters

Serendip & Whitney Houston

Twitter @ SXSW

Onavo & AT&T

Sync your calendars

Ride on major events/themes

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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

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Analytics

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Like The Web, But A Lot Harder

- Sean Byrnes, Flurry CTO

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Retention – month/month active

users

Engagement – increase active users

Monetization – make money

Key Metrics

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“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:

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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?

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Working with the Media

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The Fact That You Exist – Not News

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Think Big, Be Big

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Jornos Are Always Looking

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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

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Community

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4 of 13

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

Publicize your users (Onavo)

Community

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Time to first share

length of sharing period

k factor (how many new users

does each user bring in) larger

than 1

Viral Growth

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Online

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Web to Mobile

Downloads, not page views

Engagement

Cross-sale portfolio apps

Online

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Thank you

Dvir Reznik | @dvirreznik | dvirreznik.com

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About Dvir

Marketing & PR dude for startups

Past:

◦Onavo, Director of Marketing

◦Intlock, VP Sales & Marketing

◦IBM Software

Online: dvirreznik (everywhere)