Post on 13-Jan-2015
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Mobile App Marketing Super Practices
Presented by Steve BagdasarianDirector, Business Development, Fiksu
Strategies that Accelerate Mobile App Business Growth
Being Discovered – Increasingly Difficult
Over 1 Million Mobile AppsAnd Counting.
App Marketing Dilemma
MarketingBudget?
MeasurableROI ?
Paying for traffic ‐ ad networks, incentive‐based networks and RTB exchanges
Public relations, social media, hoping to be a featured app
The Reality for App Marketers
• Very time consuming – resource intensive• Spend to reach user acquisition goals• Often overpay• Focus on download volume• Hope for users who convert
Super Practices for AcquiringLoyal Mobile App Users
Super Practice #1 Work with Multiple Traffic Sources
• Reach your largest potential audience• Identify the best performing sources• Realize the lowest‐possible acquisition• Avoid saturation which results in higher acquisition costs
Super Practice #2 Focus on Acquiring Loyal Users
• Users who take an action that ties back to ROI• Purchases, repeat Usage, registration
• Move from:Volume‐based Download Acquisition model toROI‐based Loyal User Acquisition model
• Scale business in ROI‐positive way
Super Practice #3 Drive Downloads from Organic Users
• Users who download your app without marketing influence
• High lifetime value• Propensity to become your loyal users
• Organic lift– The natural “coattail effect” that conversions have on the acquisition of organic users
Super Practice #4Optimize Ad Spend – in Real Time
• Track marketing data in real time • Optimize ad spend to sources generating the most efficient results
• Improve ROI
Super Practice #5Determine Optimal Category and Rank
• Target category and rank that generates the most loyal users for the lowest cost possible
• Consider whether your app can do better in an alternative category
• Consider category when setting your rank target
Super Practice #6 Test Multiple Creative
• Test ad units for:– Cost per click– Cost per conversion– Cost per loyal user
• Understand the overall funnel but most importantly the cost to generate loyal users by ad unit
Additional Super Practices
7. Insulate your app from variations of available traffic at a given bid
8. Consolidate reporting from the networks to make it easy to compare and measure results
9. Target best‐performing days of the week10. Define a target cost‐per‐conversion
Additional Super Practices
11. Write landing page copy and app title for conversion, consumption on mobile devices, and SEO
12. Use short and punchy ad copy
A New App Gets Scores of Loyal Users• New receipt management app for multiple platforms
• Lets users store receipts and receipt data in the cloud and track purchases
Case Study:
Lemon’s Challenges• New and niche category – receipt management
• Low category awareness
• Needed to quickly ramp high volumes of app users
Lemon’s Solution – Fiksu for Mobile Apps
• Analyzed different ad creative and messages
• Lemon’s ad spend to punch up their app’s visibility in the app stores
• Focused ads on targeting loyal users versus just downloads
• Expanded their traffic sources
Lemon’s Results
• Expanded its loyal user base while reducing cost to acquire loyal users by 50%
• After just one week:– Android app went from #83 to #31 in the Productivity category
– iOS app was top 100 overall (out of 500,000+)– iOS #2 rank in the Productivity category – Was featured by Apple
Put These Super Practices To Work For You
Download our Free eBookswww.fiksu.com/ebooks
Contact FiksuEmail: sales@fiksu.comPhone: 1.855.463.4578Website: www.fiksu.comTwitter: @fiksu