4. Introductions
• Co-author of How to
Make Money with Social
Media and Go Mobile
• Regular guest on CNN
and HLN on the topic of
social media and mobile
marketing
• Fortune 500 experience As Seen On
with Coca-Cola, CNN,
AT&T and others
5. #1 Best-Selling Mobile Marketing Book
Download your free chapter at 60SecondMarketer.com/GoMobileChapter
6. Agenda
1. Mobile App Facts and
Figures
2. Consumer Behavior: How
Customers Connect with
Apps
3. How to Get Your App
Discovered
4. How to Monetize Your App
10. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
Tweet these facts by using @AskJamieTurner
11. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• The total global applications
market is expected to be worth
$25 billion by 2015 (up from
about $6.8 billion in 2010).
(Source: Markets and Markets)
Tweet these facts by using @AskJamieTurner
12. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• The total global applications
market is expected to be worth
$25 billion by 2015 (up from
about $6.8 billion in 2010).
(Source: Markets and Markets)
• The European mobile
applications market stood at
$1.2 billion in 2009, but is
expected to become the largest
market by 2015 at $8.4 billion
(Source: Markets and Markets)
Tweet these facts by using @AskJamieTurner
14. Mobile Marketing Facts and Figures
• Nearly half of smartphone users in
the EU5 play games on their
phones at least once a month (Source:
ComScore)
Tweet these facts by using @AskJamieTurner
15. Mobile Marketing Facts and Figures
• Nearly half of smartphone users in
the EU5 play games on their
phones at least once a month (Source:
ComScore)
• The number of EU5 smartphone
gamers has grown 55% over the
past year (Source: ComScore)
Tweet these facts by using @AskJamieTurner
16. Mobile Marketing Facts and Figures
• Nearly half of smartphone users in
the EU5 play games on their
phones at least once a month (Source:
ComScore)
• The number of EU5 smartphone
gamers has grown 55% over the
past year (Source: ComScore)
• The average smartphone user has
65 apps installed but only uses 15
in a week (Source: Flurry.com)
Tweet these facts by using @AskJamieTurner
17. Mobile Marketing Facts and Figures
• Nearly half of smartphone users in
the EU5 play games on their
phones at least once a month (Source:
ComScore)
• The number of EU5 smartphone
gamers has grown 55% over the
past year (Source: ComScore)
• The average smartphone user has
65 apps installed but only uses 15
in a week (Source: Flurry.com)
• 85% of social gamers quit playing
after the first day (Source: Playnomics)
Tweet these facts by using @AskJamieTurner
18. What These Facts Mean For You
• The global market is growing
• The EU5 market is growing
even faster than the global
market
• But there are problems: It’s
hard to be found and there’s
a high churn rate (85% after
the first day)
• The solution: Understand how
the consumer mind works
and leverage that for your
business
29. Secret #5: People process information
non-linearly
Aoccdrnig to a rscheearch at
Cmabrigde Uinervtisy, it deosn't
mttaer what oredr the ltteers in a
word are, the olny iprmoatnt tihng is
taht the frist and lsat ltteer be in the
rghit pclae. The rset can be a taotl
mses and you can sitll raed it
wouthit a porbelm.
30. Secret #6: The brain wants to create as
much dopamine as possible
31. Secret #7: Novelty is the single most important
factor in capturing our brains attention
32. Secret #8: As much as 95% of our
thoughts happen subconsciously
33. Secret #8: As much as 95% of our
thoughts happen subconsciously
35. Secret #9: There are 13 Important
Emotional Triggers for Marketers
• Sex • Weight Loss
• Greed • Longevity
• Flattery • Exclusivity
• Fear • Fame
• Self-Improvement • Uncertainty
• Love • Doubt
• Better Health
37. European Mobile Operating System Share
Google RIM Apple Microsoft Symbian, etc.
67% 6% 15% 5% 7%
Sources: IDC and Kantar Worldpanel Comtech
38. How Businesses are Using Mobile
Marketing to Grow Revenues
• Mobile Web Sites
• Short Message Service (SMS)
• Multimedia Message Service
(MMS)
• Mobile Display Ads
• Mobile Paid Search
• Location-Based Marketing: LBS,
NFC, Bluetooth and LBA
• Apps
• 2D Codes (QR Codes)
64. A 10-Step Program to Help You Get Your
App Discovered and to Help You Make
Some Money as a Result
65. All Roads in Mobile App
Development Should Lead to ROI
66. How Apps Are Used
Games (64%) Weather (60%) Social Networking (56%)
Maps (51%) Music (44%) News (39%)
Entertainment (34%) Banking (32%)
Source: Nielsen
67. How Apps Are Used
75
50
25
0
Games (64%) Weather (60%) Social Networking (56%)
Maps (51%) Music (44%) News (39%)
Entertainment (34%) Banking (32%)
Source: Nielsen
70. TV
P.R. Print
App
Social Online
Store
In-App On-
Ads Pack
Mobile
71. How Do You Discover Apps?
TV (1.6%) Online (53%)
Mobile Advertising (7.3%) Social Media (5.8%)
Newsletters (2.0%) Recommendations from Friends (8.8%)
App Stores (21.6%)
Source: GetJar
72. How Do You Discover Apps?
50
40
30
20
10
0
TV (1.6%) Online (53%)
Mobile Advertising (7.3%) Social Media (5.8%)
Newsletters (2.0%) Recommendations from Friends (8.8%)
App Stores (21.6%)
Source: GetJar
73. How Do You Discover Apps?
50
This is Your
40
Secret Weapon
30
20
10
0
TV (1.6%) Online (53%)
Mobile Advertising (7.3%) Social Media (5.8%)
Newsletters (2.0%) Recommendations from Friends (8.8%)
App Stores (21.6%)
Source: GetJar
82. Step #8: Run Burst Campaigns
• Calculate the number of
downloads you’ll need to
get featured in the App
stores
• Run paid ad campaigns
in flights to drive
downloads in bursts
• Take your foot off the
pedal after the bursts
Time
Paid Ads
Net Customer Base
84. Step #9:
Use Mobile Ad Networks to Hyper-Target
• Planned and bought through
an ad agency or via mobile
advertising network
85. Step #9:
Use Mobile Ad Networks to Hyper-Target
• Planned and bought through
an ad agency or via mobile
advertising network
• Popular networks include iAd
(Apple), Millennial Media
(Independent), Ad Mob
(Google) and others
86. Step #9:
Use Mobile Ad Networks to Hyper-Target
• Planned and bought through
an ad agency or via mobile
advertising network
• Popular networks include iAd
(Apple), Millennial Media
(Independent), Ad Mob
(Google) and others
• Sold on a Cost Per Click
(CPC), Cost Per Acquisition
(CPA) or Cost Per Thousand
(CPM) basis
87. Step #9:
Use Mobile Ad Networks to Hyper-Target
• Custom audiences -- TV fans,
telecom switchers, business
travelers, etc.
• Location-Based Advertising
• Nielsen Top 100 Sites
• WiFi context targeting -- cable
provider, hotels, airports, etc.
• Geographic targeting -- Country,
DMA, etc.
• Demographic targeting
• Time of day targeting
• Advertiser retargeting through pixels
or clicker tracking
• Carrier/handset targeting
• Age of device/profile
88. Step #10: Focus on Customer Retention
• Add new features
• Run competitions
• Add new platforms
• Build loyalty
• Brand advocators
• Find new customers
• Special offers
Source: GetJar
90. Other Ideas Worth Exploring
• Build apps for brands and let
them worry about distribution
91. Other Ideas Worth Exploring
• Build apps for brands and let
them worry about distribution
• Create cross-platform games that
work across mobile, TV and
consoles
92. Other Ideas Worth Exploring
• Build apps for brands and let
them worry about distribution
• Create cross-platform games that
work across mobile, TV and
consoles
• Partner with other media outlets
(TV shows) to create apps with a
built-in audience
94. Other Ideas Worth Exploring
• Create hyper-local apps.
Research indicates people
respond to local customization
95. Other Ideas Worth Exploring
• Create hyper-local apps.
Research indicates people
respond to local customization
• Build a referral engine into your
app -- points gained through
referrals
96. Other Ideas Worth Exploring
• Create hyper-local apps.
Research indicates people
respond to local customization
• Build a referral engine into your
app -- points gained through
referrals
• Create innovative, breakthrough
word-of-mouth campaigns that
create buzz and awareness about
your app
99. Action Steps
• Step #1: Recognize that app
usage will continue to grow,
particularly in the EU5
100. Action Steps
• Step #1: Recognize that app
usage will continue to grow,
particularly in the EU5
• Step #2: Acknowledge the fact
that the marketplace continues
to get crowded
101. Action Steps
• Step #1: Recognize that app
usage will continue to grow,
particularly in the EU5
• Step #2: Acknowledge the fact
that the marketplace continues
to get crowded
• Step #3: Accept the fact that
relying on organic traffic is a
failed strategy
102. Action Steps
• Step #1: Recognize that app
usage will continue to grow,
particularly in the EU5
• Step #2: Acknowledge the fact
that the marketplace continues
to get crowded
• Step #3: Accept the fact that
relying on organic traffic is a
failed strategy
• Step #4: Use paid advertising,
particularly mobile to drive
downloads