Post on 08-May-2015
transcript
joana@jampp.com
The 10 Commandments of Mobile App Marketing:
Practical Tips to Future-Proof Your Campaigns
by Joana Picq
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mCommerce Trends
Smaller Screen - Stronger Connection
Complementary Seasonality to eCommerce
Brand Awareness Drives Better Conversions
Better ROMI than Web
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Mobile web or app?
87% of all mobile activity is done through apps
Duh.
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App marketing pains
Traditional digital agencies have no expertise nor technology to deliver mobile app users.
Difficult to measure ROI
The ultimate goal is to maximise mobile revenues, not installs. Complex to measure how effective each device, creative and traffic source is.
To achieve 1000s installs in a month is easy. Scaling is hard. There are +250 Mobile Ad Networks, very fragmented with limited and duplicated inventory.
Too many sources Users don’t stick
Only 5% of users continue to use the app after 6 months.
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1. Thou app shalt not suck
Don’t have your web guys design your appDon’t be a catalogue - be a useful app
Easy log-in, easy check-out, easy paymentPush Notifications!
Test it before spending money!
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2. App Store Optimised
Description must match marketing.Use keywords in title and description.
Keep an eye on reviews.Screenshots are your vitrine.
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3. Measure properly
In-app Tracking ≠ Marketing AttributionUse MAT, AdJust, Ad-x, Appsflyer…Track both Installs and In-App events
Track your Cost per Purchase and ROIPrepare for Re-Targeting
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4. Set an objective
Market Share? Category Leader?1,000,000 users? £1,000,000 in revenue?
Viral traction / “x” K factor?
To be in the “top of the rankings” is NOT an objective
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5. Spend only CPI/CPA
Focus on building a kick-ass App
Buy CPI and track ARPI
Pick Your Battles: Volume X Quality X Price
Install -> EventImpression -> Click ->
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Creatives are the key to optimization.Have banners that speak to each customer.
Build variations, constantly.
Check http://getjampp.tumblr.com for a guide
6. Build a gazillion creatives
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What determines CPI?OS/Platform (iOS, Android, etc.)
Incentivized or Non-incentivizedApp Size (MB)
Daily Volume GoalCountry / Other targeting
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Start with a small test budget, in few countriesAnalyze results, improve the app/creatives
Take a “lean” approach
8. Start small!
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So… the 8 commandments1. Thou app shalt not suck2. App Store Optimised3. Measure the right things4. Set an objective5. Spend only on CPI basis6. Build a gazillion creatives7. Know what you are buying8. Start small
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App User Acquisition and Retargeting
+3,000,000 App Installs in 350 campaigns every month+200 Billion monthly impressions
We manage your entire app promotion and re-targeting process by planning, executing, tracking and optimising your mobile advertising across +150networks, RTB Exchanges and large publishers.
App Installs Re-targeting
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Q&AJoana Picq - Head of International
@jopicq @jampp joana@jampp.com