Marketing 101 for google io final nv
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Google play: Marketing 101 for developers
Patrick Mork, Kushagra Shrivastava
3
What is marketing made up of?
Marketing Checklist
App Business Model Promotion Distribution
What problem is the app solving/ unique value?
Paid vs in-app vs ads vs subscription vs hybrid
Segment/ Target/ Position
Identify and prioritize channels
Map the user experienceUnderstand willingness to pay
Build a frameworkBuild relationships w/ right contacts. Pitch your app.
Understand key screens to push marketing messages
Map lifetime value and likelihood to pay
Creative/ Media Planning
Featured Placement on App Stores/ Marketplaces
Test/ Device/ Geo/ OS coverage
Test different business models
Basics: Social pages, Blog, YouTube, Vanity URL, Email
Co-marketing deals: pre-installs, carrier bundling
Product Naming Implement trackingSEO/ PR and social outreach. Engage users and community
Gift Cards/ Pre-paid cards
Products Unique Selling Proposition
Track and OptimizeAd Networks, Desktop Search Ads, Banner Ads, Mobile Ads
Co-marketing w/ 3rd parties
Product Description, Icon, Screenshots, Video
Find sweet spotVideo Ads, Cost per Install, in-app advertisement
Retail/ in-store presence
Product Testing/ Initial Review/ Ratings
Experiment Track and optimizeLicensing deals to enhance brand: TV, movies, toys etc
Product Fact Sheet/ Preso
Iterate and make changes/ Setup promotion experiment
Large media campaigns including OOH, Radio TVCs
I18n partnerships to reach other markets
LEGEND:BASIC
INTERMEDIATE
ADVANCED
Insert Gears video
5+ billion impressions in the first 6 weeks
More Exposur
e
More Users
More Revenu
e
And lots of love from you guys ;)
Approaching Apps Marketing
9
Understand users, build the magic, connect them
Users Magic
App
Business Model
Devices, OS…
Search, ads…
Conventional marketing mapped to apps marketing
Product
Price
PlacePromo
The “R” before the 4 P’s
• Research!• Research before you develop
• Quantitative is broad
• Qualitative is specific
• Costs can be low
• Execution is fast
• Tools: Google.com/insights, Userlytics, Surveymonkey.com
But it all really starts with research
12
Product – snacking vs. feasting
Visit developer.android.com/design to learn how to optimize your app for design
13
Great apps focus on consumers not features
Criteria Checklist
1. Solves a need / entertaining
X
2. Device coverage X
3. OS coverage / parity
X
4. Loads quickly X
5. Easy to use X
6. Constantly upgraded
X
7. Consistently good reviews
X
8. Android specific X
Storm 8 – The Art of product
15
Business Models – The march of Freemium
Price
Free+
Ads
Paid
Hybrid
16
$2.99 $2.99 $1.99 $2.99 $2.99 $1.99 $2.99 $2.99 $.99 $2.990
100,000
200,000
300,000
400,000
500,000
600,000
Spe-cial of-
fer
Up-date and spe-
cial of-fer
End of life
cycle
New app
Paid apps – the $.99 dilemma and price cycles
17
Ads – Where there are eyeballs, dollars will follow
18
• Know your users (STP)– Segment Target Position
• Develop convincing messaging– Messaging, Talking points, creative statement
• Build your marketing plan (ATPR)– Awareness Trial Purchase Repeat
• Create a media Strategy– What media, investment, ROI
Connecting starts with understanding
Ads, Search & placement
Numero Uno: Don’t invest marketing behind a weak product.
Mr. Consumer
(STP) Finding the right audience
Middle Incom
e familie
s
Available Time
Disposable income
Techies/Early adopte
rs
Upscale
Adults – 35-44
College
Student 18-22
Young adults 24-35
Target
Develop messaging which is clear and exciting
• Positioning statement - what is your app / game all about
• Points of difference (POD’s) – why should I care and what’s different about your app
• Call to Action – what am I supposed to do and where can I get it
21
All about reviews, rankings and top list ratingsWhat influences your decision to install an app?
User
Reviews
Top apps
list
User
Ratings
App
Screen
Shots
Search
In-Store
Search
for app
Clicked
Ad or
Search
Word
(ATPR) The right programs for the each phase
Awareness Trial Purchase Repeat
• PR• Social• Search• Mobile ads /
video• Web, TV, ATL
• Free/ trail version
• DR mobile ads• Incentivized• Email • Re-targeting• Pre-loads• Cross selling
• DR mobile / web
• Notifications• Upsell• Discounts /
offers• Bulk sales• CRM
• Loyalty program• Social
integration• Updates• Notifications• CRM• Product
extensions
• Brand - awareness– Video, TV, OOH, YT
• Direct response - users– Search, Mobile Ads,
Incentive (caution*)
• What to measure?– Impressions, clicks,
installs, LTV, cpa
Time to Appvertise! Which media? When?
PocketGems talks marketing
25
Distribution – why Coke is (still) it
• Goal = VIRALITY = Reach
• Step 1. Device coverage
• Step 2. Channel coverage
• Step 3. OS coverage
• Step 4. Analyze, prioritize
• Step 5. Cross fingers
Marketing Checklist
App Business Model Promotion Distribution
What problem is the app solving/ unique value?
Paid vs in-app vs ads vs subscription vs hybrid
Segment/ Target/ Position
Identify and prioritize channels
Map the user experienceUnderstand willingness to pay
Build a frameworkBuild relationships w/ right contacts. Pitch your app.
Understand key screens to push marketing messages
Map lifetime value and likelihood to pay
Creative/ Media Planning
Featured Placement on App Stores/ Marketplaces
Test/ Device/ Geo/ OS coverage
Test different business models
Basics: Social pages, Blog, YouTube, Vanity URL, Email
Co-marketing deals: pre-installs, carrier bundling
Product Naming Implement trackingSEO/ PR and social outreach. Engage users and community
Gift Cards/ Pre-paid cards
Products Unique Selling Proposition
Track and OptimizeAd Networks, Desktop Search Ads, Banner Ads, Mobile Ads
Co-marketing w/ 3rd parties
Product Description, Icon, Screenshots, Video
Find sweet spotVideo Ads, Cost per Install, in-app advertisement
Retail/ in-store presence
Product Testing/ Initial Review/ Ratings
Experiment Track and optimizeLicensing deals to enhance brand: TV, movies, toys etc
Product Fact Sheet/ Preso
Iterate and make changes/ Setup promotion experiment
Large media campaigns including OOH, Radio TVCs
I18n partnerships to reach other markets
LEGEND:BASIC
INTERMEDIATE
ADVANCED
QnA
Thank You
@madmork
@kushagra