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The 10 Commandments of Mobile App Marketing:

Practical Tips to Future-Proof Your Campaigns

by Joana Picq

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Misconception

OnlineOffline

≠

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Reality

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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 promotion is chaotic

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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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The 10 9 8 Commandmentsof App Marketing

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1. Thou app shalt not suck

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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

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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

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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

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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. Only spend CPIkeeping an eye on CPA

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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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6. Build a gazillion creatives

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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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7. Know what you are buying

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How much for 1kg of Android

Installs?

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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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8. Start small!

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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