SlideShare uma empresa Scribd logo
1 de 42
The Mobile Market & Mobile App Marketing 
Workshop 
Alec T. Dickinson 
Co-Founder & CEO AmberAds 
September 30th, 2014
AGENDA 
• Workshop overview 
• The mobile market 
• Mobile app marketing 
• About AmberAds 
• Q&A 
2
WORKSHOP OVERVIEW 
An overview of the mobile market and mobile app marketing best practices. 
• The mobile market 
– Insights on the market trends 
– Opportunities and Problems 
• Mobile app marketing 
– Mobile app quality 
– Mobile app marketing 
3
THE MOBILE MARKET
AN APP-DRIVEN SOCIETY 
Consumers are spending more time on their apps than ever before. 
Over the past half-decade, the proliferation of mobile devices has transformed 
us into an app-driven society, presenting marketers with new opportunities to 
connect with consumers by creating more interesting and sophisticated apps to 
command their attention. 
The Nielsen Company 
“Smartphones: So many apps, so much time” – Media and Entertainment 
July 2014 
5
WHEN YOU CHECK YOUR SMARTPHONE 
6 
More than 60% check their phone within 15 minutes of waking up
PURCHASES VIA SMARTPHONES 
7 
Asia-Pacific leads the smartphone purchase share
SHARE ON MOBILE APPS 
8 
Time spent on mobile apps is higher than the time spent in mobile web
SOME APP STORES 
9 
• Apple’s App Store 
• Google’s Google Play Store 
• Amazon’s Store 
• Windows’ Store
GLOBAL SMARTPHONE MARKET SHARE 
Source: IDC: http://www.businessinsider.com/iphone-v-android-market-share-2014-5 10
SMARTPHONE SHIPPING FORECAST 
Worldwide Smartphone Forecast by Region, Shipments, Market Share 
and 5-Year CAGR (units in millions) 
Android iOS 
Windows 
Phone 
Blackberry Others 
1600 
1400 
1200 
1000 
800 
600 
400 
200 
0 
Millions of Units Shipped 
2014 Shipment Volumes 997.7 184.1 43.3 9.7 9.3 
2018 Shipment Volumes 1401.3 247.4 115.3 4.6 37.7 
2014 Market Share 80.2% 14.8% 3.5% 0.8% 0.7% 
2018 Market Share 77.6% 13.7% 6.4% 0.3% 2.1% 
2013 - 2018 CAGR 12.0% 10.0% 28.1% -25.0% 31.5% 
100.0% 
80.0% 
60.0% 
40.0% 
20.0% 
0.0% 
-20.0% 
-40.0% 
Source: IDC Forecast for 2018: http://www.businessinsider.com/iphone-v-android-market-share-2014-5 11
SHARE BY GEOGRAPHY 
12 
Smartphone Market Share by Geography, 2014 – 2018 
Led by Asia/Pacific and China growth 
Source: IDC Forecast for 2018: http://www.businessinsider.com/iphone-v-android-market-share-2014-5
DEVICES BY PLATFORM 
13 
Device Apple Google Amazon Windows 
Phone iPhone 3G, 4, 
4S, 5, 5C, 5S, 
6, 6 Plus 
Samsung 
Galaxy S3, S4, 
S5, etc 
Fire Phone Windows 
Phone 
Tablet iPad Air, iPad 
Retina, iPad 
Mini with 
Retina, iPad 
Mini 
Nexus 7, Nexus 
10, Samsung, 
Galaxy Tab, + 
Kindle Fire: HD 
Kids, HD6, 
HD7, HDX, 
HDX 8.9, + 
Surface Pro, 
Toshiba Encore, 
HP Omni, 
ASUS VivoTab, 
+ 
Watch iWatch, Sport, 
Edition 
Gear S - - 
Glass - Google Glass, 
Gear VR 
- -
APPLE IPHONES 
14
APPLE TABLETS 
15
LOTS OF APPS: A crowded market 
34k+ per Month 
# Apps Submitted to the iOS App Store each month 
16 
2.5 M Apps in the App Store and Google Play Store alone
APPS PER DEVICE: A crowded real estate 
Average User has 40 apps, but regularly uses only 15 
Harvard Business Review March 2013 
17
QUANTITY AND TIME: For all ages 
18 
An average of 27 Apps per month & 30 Hs. Per month
APP ADOPTION: Not all are used equally 
20% of all app downloads are used only once 
19
TECHNOLOGY: Many options available 
It’s difficult to manage and optimize properly all the players 
20
MOBILE APP MARKETING
CONTEXT: Mobile apps need to grow 
Mobile App Developers and Marketers work hard building their mobile apps. 
Once built, they submit them to the App Stores. 
However, sometimes not even the apps that are built following the best quality 
standards are able to reach their target audience at scale. 
Your 
App 
22
HOW: app quality & marketing 
• Achieve App Quality before marketing 
– App Quality 
– Social 
– Content 
– Tracking 
– Traffic Sources 
– Testing before scaling 
– Go Global 
– Be Local 
– A/B Testing 
• Begin Mobile app marketing after achieving initial quality 
– Mobile App Installs 
– Mobile App retargeting 
23
QUALITY 
• Why 
– Lower barriers to entry 
– Get higher featuring chances 
– Higher Retention and Engagement 
• How 
– Exceed your target audience’s needs and expectations 
• Features 
• Content 
• Design 
– Follow App Store’s best practices 
– Include each App Store’s Features: Ex. Push notifications & Game Center 
24 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST
QUALITY 
25 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– Increase viral factor 
– Increase Organic Growth & Recurrent users 
– Reduce Acquisition Costs 
– Get more loyal (word-of-mouth) clients 
– Higher Retention and Engagement 
• How 
– Include social features at the apps’ core to: 
• Share relevant content 
• Access the app easily (FB Anonymous login) 
– Follow Social Networks’ Best Practices: FB, Twitter, G+, Tumblr 
• Anonymous Login, Share Button, Like Button, etc.
QUALITY 
26 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– Increase sessions per day, week, month, year 
– Sustain users’ attention and loyalty 
– Increase social sharing viral factor 
– Higher Retention and Engagement 
• How 
– Relevant content 
– Local content, Global content, tailored to your audience interests 
– Update the content with the proper frequency 
• High enough to sustain interest 
• Low enough to avoid fatigue and churn through spam
QUALITY 
27 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– Understand what content your audience engages with 
– Understand which are your best users: paying, engaged, loyalty 
– Provide better and more relevant content 
– Remove unnecessary content 
– Understand what features are used and which ones aren’t 
– Validate assumptions & iterate product and service offering 
• How 
– Understand your core KPIs (Key Performance Indicators) 
– Place in-app trackers to quantify your KPIs 
• Time per session, clicks, section views, section clicks, section shares, etc. 
• Non paying users vs. paying users (and whales) 
– Create a reporting tool: visuals and exporting 
– Review metrics regularly 
– Translate metrics into actionable items
QUALITY 
28 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– Understand where your users come from 
– Organic Vs. Paid sources 
– Shift budget to top performing channels 
– Reduce overall acquisition costs 
– Higher Engagement, Retention and Lifetime Value 
• How 
– Track complete acquisition funnel 
• Organic vs. paid 
• Break up by acquisition costs & in-app performance 
– Allocate more budget to top performing channels 
– Categorize channels by performance
QUALITY 
29 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– Test your assumptions 
– Test your performance 
– Iterate quickly 
– Lower costs & risks 
– Higher long term returns 
• How 
– Detect representative target markets 
– Soft-Launch on representative target audience 
– Allocate testing budgets 
– Test lifetime value and contrast with expected results 
– Iterate before scaling
QUALITY 
30 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– It’s the mobile app nature 
– If the industry allows it, you can do it 
• Where insurance may require partnerships, gaming only localization 
– Test alternative markets for better returns 
– What may not have worked on one market may work on another 
• How 
– Prepare the local content for the target market 
– Testing and Tracking for market performance 
– Allocate testing marketing budget
QUALITY 
31 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– A local experience for your audience is important 
– Show that you care 
– Reduce acquisition costs 
– Higher engagement and retention 
• How 
– Prepare the local content for the target market 
– Use local language, context, idioms, seasonality's (ex. Super Bowl in USA). 
– Local partnerships with local celebrities and relevant individuals 
– Local partnerships with local brands, products and services
QUALITY 
32 
QUALITY 
SOCIAL 
CONTENT 
TRACKING 
TRAFFIC SRC 
TESTING 
GO GLOBAL 
BE LOCAL 
A/B TEST 
• Why 
– You never know if there’s something better until you test it 
– Higher performance 
– Higher engagement, retention and lifetime value 
• How 
– Track everything, report frequently, iterate the product based on results 
– An A/B testing architecture could help 
– Prepare different sets of features for segmented audiences 
– Statistically representative segments 
– Change 1 variable at a time for each test 
• Color of a button 
• Discount value of a promotional price
MOBILE APP MARKETING 
Get new users for your applications 
• Organic Traffic Sources 
– Word of Mouth, Social Media, Cross-Promotion 
– App Store Featuring 
• Paid Traffic Sources 
– Incentivized: Tapjoy, Flurry, etc. 
– Non-Incentivized: AdColony, Chartboost, etc. 
– RTB Exchanges: MoPub, Nexage, etc. 
– Social: Facebook, Twitter, etc. 
– Publisher Direct: Pandora, etc. 
• Business Models: CPM, CPC, CPI 
• Ad Units: Banners, Interstitials, Videos, Native Advertising 
33 
INSTALLS RETARGE 
T
MOBILE APP MARKETING 
Bring users back to your application 
• Business Models: 
– CPA (Cost per Action) 
• Actions 
– Retention: 
• Come back: Day 1, Day 2, Day 7+ 
– Engagement: 
• Consume Content 
– Lifetime Value: 
• Purchase 
• Deep Linking 
– Go into specific sections within the app 
34 
INSTALLS 
RETARGE 
T
ABOUT AMBERADS
AMBERADS 
Amberads is a mobile app marketing platform that helps mobile app 
developers and marketers reach and acquire the best users for their 
mobile applications. 
36
Mobile App Installs 
Get New Users 
Mobile Re-Targeting 
Bring users back 
• Pay only per App Install 
• Access Global Inventory 
• Reporting Dashboard 
• Real Time Bidding and Big 
Data 
• iOS, Google Play and more 
• Reach users again 
• Bring users back to your App 
• Take users to specific 
sections within your App by 
leveraging Deep Links 
• Drive conversions 
LTV & ROI 
Optimize budget 
• Maximize lifetime value 
• Maximize return on 
investment 
• Optimize Budget 
SERVICES 
37
Mobile App Installs 
Get New Users 
Mobile Re-Targeting 
Bring users back 
• Pay only per App Install 
• Access Global Inventory 
• Reporting Dashboard 
• Real Time Bidding and Big 
Data 
• iOS, Google Play and more 
• Reach users again 
• Bring users back to your App 
• Take users to specific 
sections within your App by 
leveraging Deep Links 
• Drive conversions 
LTV & ROI 
Optimize budget 
• Maximize lifetime value 
• Maximize return on 
investment 
• Optimize Budget 
SERVICES: Mobile App Installs 
38
Mobile App Installs 
Get New Users 
Mobile Re-Targeting 
Bring users back 
• Pay only per App Install 
• Access Global Inventory 
• Reporting Dashboard 
• Real Time Bidding and Big 
Data 
• iOS, Google Play and more 
• Reach users again 
• Bring users back to your App 
• Take users to specific 
sections within your App by 
leveraging Deep Links 
• Drive conversions 
LTV & ROI 
Optimize budget 
• Maximize lifetime value 
• Maximize return on 
investment 
• Optimize Budget 
SERVICES: Mobile Re-Targeting 
39
Mobile App Installs 
Get New Users 
Mobile Re-Targeting 
Bring users back 
• Pay only per App Install 
• Access Global Inventory 
• Reporting Dashboard 
• Real Time Bidding and Big 
Data 
• iOS, Google Play and more 
• Reach users again 
• Bring users back to your App 
• Take users to specific 
sections within your App by 
leveraging Deep Links 
• Drive conversions 
LTV & ROI 
Optimize budget 
• Maximize lifetime value 
• Maximize return on 
investment 
• Optimize Budget 
SERVICES: Lifetime Value & ROI 
40
Q&A
THANK YOU 
Alec T. Dickinson 
@tweetamberads 
contact@amberads.com 
www.amberads.com

Mais conteúdo relacionado

Mais procurados

Winning the Indian Festive Shopper in 2019
Winning the Indian Festive Shopper in 2019Winning the Indian Festive Shopper in 2019
Winning the Indian Festive Shopper in 2019InMobi
 
Marketing Internship with Professor Sameer Mathur
Marketing Internship with Professor Sameer MathurMarketing Internship with Professor Sameer Mathur
Marketing Internship with Professor Sameer MathurManisha Shrivastava
 
A Comprehensive Guide for App Marketers
A Comprehensive Guide for App MarketersA Comprehensive Guide for App Marketers
A Comprehensive Guide for App MarketersInMobi
 
Camerjam m&c saatchi mobile automotive masterclasses
Camerjam m&c saatchi mobile automotive masterclassesCamerjam m&c saatchi mobile automotive masterclasses
Camerjam m&c saatchi mobile automotive masterclassesJames Cameron
 
Deliveroo Marketing Plan - Focused on Paid social media Strategy
Deliveroo Marketing Plan - Focused on Paid social media StrategyDeliveroo Marketing Plan - Focused on Paid social media Strategy
Deliveroo Marketing Plan - Focused on Paid social media StrategyJK Baseer
 
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App MarketingWebinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App MarketingJayneel Patel
 
Final Project - Marketing Plan for Mobile App (Shoppers Way)
Final Project - Marketing Plan for Mobile App (Shoppers Way)Final Project - Marketing Plan for Mobile App (Shoppers Way)
Final Project - Marketing Plan for Mobile App (Shoppers Way)Anugrah Nimavat
 
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...Fiksu
 
eCommerce NG "Maximize the Potential of Mobile Commerce" (2)
eCommerce NG "Maximize the Potential of Mobile Commerce" (2)eCommerce NG "Maximize the Potential of Mobile Commerce" (2)
eCommerce NG "Maximize the Potential of Mobile Commerce" (2)EmpathyBroker
 
Moda in Pelle Mobile App presentation 2013
Moda in Pelle Mobile App presentation  2013Moda in Pelle Mobile App presentation  2013
Moda in Pelle Mobile App presentation 2013Stephen Sumner
 
Marketing plan for android app
Marketing plan for android appMarketing plan for android app
Marketing plan for android appHimanshu Kala
 
Final project for IIML Intenship - Marketing Plan For BookBoy APP
Final project for IIML Intenship - Marketing Plan For BookBoy APPFinal project for IIML Intenship - Marketing Plan For BookBoy APP
Final project for IIML Intenship - Marketing Plan For BookBoy APPAmol Singh
 
Marketing Plan For Android Application
Marketing Plan For Android ApplicationMarketing Plan For Android Application
Marketing Plan For Android ApplicationAyush Verma
 
MARKETING PLAN FOR A NEW ANDROID APP
MARKETING PLAN FOR A NEW ANDROID APPMARKETING PLAN FOR A NEW ANDROID APP
MARKETING PLAN FOR A NEW ANDROID APPRavali Dureddy
 
Mobile App presentation for the Gaslamp.org by UPG Mobile Marketing Group
Mobile App presentation for the Gaslamp.org by UPG Mobile Marketing GroupMobile App presentation for the Gaslamp.org by UPG Mobile Marketing Group
Mobile App presentation for the Gaslamp.org by UPG Mobile Marketing GroupUrphoneguy SD
 
MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)
MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)
MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)Dave Lloyd
 
Marketing Plan for Android App
Marketing Plan for Android AppMarketing Plan for Android App
Marketing Plan for Android AppSourabh Das
 

Mais procurados (20)

Winning the Indian Festive Shopper in 2019
Winning the Indian Festive Shopper in 2019Winning the Indian Festive Shopper in 2019
Winning the Indian Festive Shopper in 2019
 
Marketing Internship with Professor Sameer Mathur
Marketing Internship with Professor Sameer MathurMarketing Internship with Professor Sameer Mathur
Marketing Internship with Professor Sameer Mathur
 
A Comprehensive Guide for App Marketers
A Comprehensive Guide for App MarketersA Comprehensive Guide for App Marketers
A Comprehensive Guide for App Marketers
 
Camerjam m&c saatchi mobile automotive masterclasses
Camerjam m&c saatchi mobile automotive masterclassesCamerjam m&c saatchi mobile automotive masterclasses
Camerjam m&c saatchi mobile automotive masterclasses
 
Deliveroo Marketing Plan - Focused on Paid social media Strategy
Deliveroo Marketing Plan - Focused on Paid social media StrategyDeliveroo Marketing Plan - Focused on Paid social media Strategy
Deliveroo Marketing Plan - Focused on Paid social media Strategy
 
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App MarketingWebinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
Webinar by AppN2O & OpenXcell: Understanding the basics of Mobile App Marketing
 
Final Project - Marketing Plan for Mobile App (Shoppers Way)
Final Project - Marketing Plan for Mobile App (Shoppers Way)Final Project - Marketing Plan for Mobile App (Shoppers Way)
Final Project - Marketing Plan for Mobile App (Shoppers Way)
 
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
Fiksu presentation at Mobile Marketing Conference: Mobile App Marketing. Octo...
 
eCommerce NG "Maximize the Potential of Mobile Commerce" (2)
eCommerce NG "Maximize the Potential of Mobile Commerce" (2)eCommerce NG "Maximize the Potential of Mobile Commerce" (2)
eCommerce NG "Maximize the Potential of Mobile Commerce" (2)
 
Moda in Pelle Mobile App presentation 2013
Moda in Pelle Mobile App presentation  2013Moda in Pelle Mobile App presentation  2013
Moda in Pelle Mobile App presentation 2013
 
Apps VS Mobile
Apps VS Mobile Apps VS Mobile
Apps VS Mobile
 
Marketing plan for android app
Marketing plan for android appMarketing plan for android app
Marketing plan for android app
 
Final assignment
Final assignmentFinal assignment
Final assignment
 
Final project for IIML Intenship - Marketing Plan For BookBoy APP
Final project for IIML Intenship - Marketing Plan For BookBoy APPFinal project for IIML Intenship - Marketing Plan For BookBoy APP
Final project for IIML Intenship - Marketing Plan For BookBoy APP
 
Marketing Plan For Android Application
Marketing Plan For Android ApplicationMarketing Plan For Android Application
Marketing Plan For Android Application
 
MARKETING PLAN FOR A NEW ANDROID APP
MARKETING PLAN FOR A NEW ANDROID APPMARKETING PLAN FOR A NEW ANDROID APP
MARKETING PLAN FOR A NEW ANDROID APP
 
Mobile App presentation for the Gaslamp.org by UPG Mobile Marketing Group
Mobile App presentation for the Gaslamp.org by UPG Mobile Marketing GroupMobile App presentation for the Gaslamp.org by UPG Mobile Marketing Group
Mobile App presentation for the Gaslamp.org by UPG Mobile Marketing Group
 
MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)
MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)
MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)
 
Apps vs Mobile
Apps vs MobileApps vs Mobile
Apps vs Mobile
 
Marketing Plan for Android App
Marketing Plan for Android AppMarketing Plan for Android App
Marketing Plan for Android App
 

Destaque

Handout 12-keselamatan-dan-kesehatan-kerja
Handout 12-keselamatan-dan-kesehatan-kerjaHandout 12-keselamatan-dan-kesehatan-kerja
Handout 12-keselamatan-dan-kesehatan-kerjabeneathz
 
Presentation on Six Sense Technology
Presentation on Six Sense TechnologyPresentation on Six Sense Technology
Presentation on Six Sense TechnologyDeepshikha1Maurya1
 
PPI Rankings 2014 Volume 01
PPI Rankings 2014 Volume 01PPI Rankings 2014 Volume 01
PPI Rankings 2014 Volume 01PPIRankings
 
ความหลากหลายนิเวศ190957
ความหลากหลายนิเวศ190957ความหลากหลายนิเวศ190957
ความหลากหลายนิเวศ190957Myundo
 
Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)
Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)
Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)PPIRankings
 
PPI Rankings Volume 2
PPI Rankings Volume 2PPI Rankings Volume 2
PPI Rankings Volume 2PPIRankings
 
Complete PPI Rankings of all FBS teams
Complete PPI Rankings of all FBS teamsComplete PPI Rankings of all FBS teams
Complete PPI Rankings of all FBS teamsPPIRankings
 
Jaringan komputer
Jaringan komputerJaringan komputer
Jaringan komputerbeneathz
 
130628 도쿄도의 에너지절약정책
130628 도쿄도의 에너지절약정책130628 도쿄도의 에너지절약정책
130628 도쿄도의 에너지절약정책JongHyuck
 
Final 2014 PPI Rankings (all)
Final 2014 PPI Rankings (all)Final 2014 PPI Rankings (all)
Final 2014 PPI Rankings (all)PPIRankings
 
Massachusetts Health Reform Law by Jack Caynon
Massachusetts Health Reform Law by Jack CaynonMassachusetts Health Reform Law by Jack Caynon
Massachusetts Health Reform Law by Jack CaynonJack Caynon
 
Ms premier dgcon2014_final
Ms premier dgcon2014_finalMs premier dgcon2014_final
Ms premier dgcon2014_finalAndrew Sloan
 
Bioinformatics workshop Sept 2014
Bioinformatics workshop Sept 2014Bioinformatics workshop Sept 2014
Bioinformatics workshop Sept 2014LutzFr
 

Destaque (18)

Handout 12-keselamatan-dan-kesehatan-kerja
Handout 12-keselamatan-dan-kesehatan-kerjaHandout 12-keselamatan-dan-kesehatan-kerja
Handout 12-keselamatan-dan-kesehatan-kerja
 
Presentation on Six Sense Technology
Presentation on Six Sense TechnologyPresentation on Six Sense Technology
Presentation on Six Sense Technology
 
PPI Rankings 2014 Volume 01
PPI Rankings 2014 Volume 01PPI Rankings 2014 Volume 01
PPI Rankings 2014 Volume 01
 
K3
K3K3
K3
 
ความหลากหลายนิเวศ190957
ความหลากหลายนิเวศ190957ความหลากหลายนิเวศ190957
ความหลากหลายนิเวศ190957
 
Hardware
HardwareHardware
Hardware
 
Modal verbs
Modal verbsModal verbs
Modal verbs
 
Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)
Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)
Week 7 PPI Rankings (Power 5 Conferences + Notre Dame)
 
PPI Rankings Volume 2
PPI Rankings Volume 2PPI Rankings Volume 2
PPI Rankings Volume 2
 
Complete PPI Rankings of all FBS teams
Complete PPI Rankings of all FBS teamsComplete PPI Rankings of all FBS teams
Complete PPI Rankings of all FBS teams
 
Jaringan komputer
Jaringan komputerJaringan komputer
Jaringan komputer
 
Mark "DJ Motivation" Lopez Visual Resume
Mark "DJ Motivation" Lopez Visual ResumeMark "DJ Motivation" Lopez Visual Resume
Mark "DJ Motivation" Lopez Visual Resume
 
130628 도쿄도의 에너지절약정책
130628 도쿄도의 에너지절약정책130628 도쿄도의 에너지절약정책
130628 도쿄도의 에너지절약정책
 
Final 2014 PPI Rankings (all)
Final 2014 PPI Rankings (all)Final 2014 PPI Rankings (all)
Final 2014 PPI Rankings (all)
 
Massachusetts Health Reform Law by Jack Caynon
Massachusetts Health Reform Law by Jack CaynonMassachusetts Health Reform Law by Jack Caynon
Massachusetts Health Reform Law by Jack Caynon
 
Ms premier dgcon2014_final
Ms premier dgcon2014_finalMs premier dgcon2014_final
Ms premier dgcon2014_final
 
Bioinformatics workshop Sept 2014
Bioinformatics workshop Sept 2014Bioinformatics workshop Sept 2014
Bioinformatics workshop Sept 2014
 
Sentence connectors
Sentence connectorsSentence connectors
Sentence connectors
 

Semelhante a Amberads - 21212 Digital Accelerator Mobile Market and Mobile App Marketing

Mobile Marketing Strategies for 2014 and Beyond
Mobile Marketing Strategies for 2014 and BeyondMobile Marketing Strategies for 2014 and Beyond
Mobile Marketing Strategies for 2014 and BeyondFiksu
 
Ed Laws, Francois Deschenes, InMobi
Ed Laws, Francois Deschenes, InMobiEd Laws, Francois Deschenes, InMobi
Ed Laws, Francois Deschenes, InMobianastasiaalikova
 
Reimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionReimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionCleverTap
 
1 mobile leadership program mobile market, mobile assets, why google, mobil...
1 mobile leadership program   mobile market, mobile assets, why google, mobil...1 mobile leadership program   mobile market, mobile assets, why google, mobil...
1 mobile leadership program mobile market, mobile assets, why google, mobil...Rein Mahatma
 
Online marketing strategy of Food Panda
Online marketing strategy of Food PandaOnline marketing strategy of Food Panda
Online marketing strategy of Food PandaRohit Kumar
 
How to make your social app a success mahak sharma_in_mobi
How to make your social app a success mahak sharma_in_mobiHow to make your social app a success mahak sharma_in_mobi
How to make your social app a success mahak sharma_in_mobiMahak Sharma
 
Official Facebook Mobile App Installs Playbook
Official Facebook Mobile App Installs PlaybookOfficial Facebook Mobile App Installs Playbook
Official Facebook Mobile App Installs PlaybookAllFacebook.de
 
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...Branch
 
VF Social Value Research V2
VF Social Value Research V2VF Social Value Research V2
VF Social Value Research V2Daniel Fellows
 
Apps vs-mobile no contact
Apps vs-mobile no contactApps vs-mobile no contact
Apps vs-mobile no contactDavid Durham
 
Leveraging Location Data to Build Consumer Profiles
Leveraging Location Data to Build Consumer ProfilesLeveraging Location Data to Build Consumer Profiles
Leveraging Location Data to Build Consumer ProfilesPrecisely
 
Proven App Marketing Strategies for Social Apps
Proven App Marketing Strategies for Social AppsProven App Marketing Strategies for Social Apps
Proven App Marketing Strategies for Social AppsInMobi
 
'Successful mobile app advertising' - How to optimize an app promotion campai...
'Successful mobile app advertising' - How to optimize an app promotion campai...'Successful mobile app advertising' - How to optimize an app promotion campai...
'Successful mobile app advertising' - How to optimize an app promotion campai...App Promotion Summit Conference
 
Vbs mobile vs app powerpoint
Vbs mobile vs app powerpointVbs mobile vs app powerpoint
Vbs mobile vs app powerpointDFjelsted
 

Semelhante a Amberads - 21212 Digital Accelerator Mobile Market and Mobile App Marketing (20)

Mobile Marketing Strategies for 2014 and Beyond
Mobile Marketing Strategies for 2014 and BeyondMobile Marketing Strategies for 2014 and Beyond
Mobile Marketing Strategies for 2014 and Beyond
 
Ed Laws, Francois Deschenes, InMobi
Ed Laws, Francois Deschenes, InMobiEd Laws, Francois Deschenes, InMobi
Ed Laws, Francois Deschenes, InMobi
 
Reimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionReimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer Acquisition
 
1 mobile leadership program mobile market, mobile assets, why google, mobil...
1 mobile leadership program   mobile market, mobile assets, why google, mobil...1 mobile leadership program   mobile market, mobile assets, why google, mobil...
1 mobile leadership program mobile market, mobile assets, why google, mobil...
 
Apps vs-mobile
Apps vs-mobileApps vs-mobile
Apps vs-mobile
 
Online marketing strategy of Food Panda
Online marketing strategy of Food PandaOnline marketing strategy of Food Panda
Online marketing strategy of Food Panda
 
How to make your social app a success mahak sharma_in_mobi
How to make your social app a success mahak sharma_in_mobiHow to make your social app a success mahak sharma_in_mobi
How to make your social app a success mahak sharma_in_mobi
 
Official Facebook Mobile App Installs Playbook
Official Facebook Mobile App Installs PlaybookOfficial Facebook Mobile App Installs Playbook
Official Facebook Mobile App Installs Playbook
 
Mobile Apps or Mobile Websites?
Mobile Apps or Mobile Websites?Mobile Apps or Mobile Websites?
Mobile Apps or Mobile Websites?
 
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert -...
 
Apps vs Mobile Websites
Apps vs Mobile WebsitesApps vs Mobile Websites
Apps vs Mobile Websites
 
VF Social Value Research V2
VF Social Value Research V2VF Social Value Research V2
VF Social Value Research V2
 
Apps vs-mobile no contact
Apps vs-mobile no contactApps vs-mobile no contact
Apps vs-mobile no contact
 
Apps
AppsApps
Apps
 
Mobile Apps vs Mobile Website
Mobile Apps vs Mobile WebsiteMobile Apps vs Mobile Website
Mobile Apps vs Mobile Website
 
Leveraging Location Data to Build Consumer Profiles
Leveraging Location Data to Build Consumer ProfilesLeveraging Location Data to Build Consumer Profiles
Leveraging Location Data to Build Consumer Profiles
 
Proven App Marketing Strategies for Social Apps
Proven App Marketing Strategies for Social AppsProven App Marketing Strategies for Social Apps
Proven App Marketing Strategies for Social Apps
 
'Successful mobile app advertising' - How to optimize an app promotion campai...
'Successful mobile app advertising' - How to optimize an app promotion campai...'Successful mobile app advertising' - How to optimize an app promotion campai...
'Successful mobile app advertising' - How to optimize an app promotion campai...
 
Vbs mobile vs app powerpoint
Vbs mobile vs app powerpointVbs mobile vs app powerpoint
Vbs mobile vs app powerpoint
 
TrendzApp 2
TrendzApp 2TrendzApp 2
TrendzApp 2
 

Último

GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web RevolutionGreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web RevolutionWilliam Barnes
 
The Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship DeckThe Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship DeckToluwanimi Balogun
 
Branding strategies of new company .pptx
Branding strategies of new company .pptxBranding strategies of new company .pptx
Branding strategies of new company .pptxVikasTiwari846641
 
Uncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsUncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsVWO
 
How to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setupsHow to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setupsssuser4571da
 
Unraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptxUnraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptxelizabethella096
 
The Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdfThe Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdfVWO
 
April 2024 - VBOUT Partners Meeting Group
April 2024 - VBOUT Partners Meeting GroupApril 2024 - VBOUT Partners Meeting Group
April 2024 - VBOUT Partners Meeting GroupVbout.com
 
Cost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surgesCost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surgesPushON Ltd
 
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO SuccessBrighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO SuccessVarn
 
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination:  Put your business at the forefront of local searches!Local SEO Domination:  Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!dstvtechnician
 
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBalmerLawrie
 

Último (20)

GreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web RevolutionGreenSEO April 2024: Join the Green Web Revolution
GreenSEO April 2024: Join the Green Web Revolution
 
The Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship DeckThe Skin Games 2024 25 - Sponsorship Deck
The Skin Games 2024 25 - Sponsorship Deck
 
Branding strategies of new company .pptx
Branding strategies of new company .pptxBranding strategies of new company .pptx
Branding strategies of new company .pptx
 
Uncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 ReportsUncover Insightful User Journey Secrets Using GA4 Reports
Uncover Insightful User Journey Secrets Using GA4 Reports
 
Brand Strategy Master Class - Juntae DeLane
Brand Strategy Master Class - Juntae DeLaneBrand Strategy Master Class - Juntae DeLane
Brand Strategy Master Class - Juntae DeLane
 
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
SEO Master Class - Steve Wiideman, Wiideman Consulting GroupSEO Master Class - Steve Wiideman, Wiideman Consulting Group
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
 
How to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setupsHow to utilize calculated properties in your HubSpot setups
How to utilize calculated properties in your HubSpot setups
 
Unraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptxUnraveling the Mystery of The Circleville Letters.pptx
Unraveling the Mystery of The Circleville Letters.pptx
 
How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
How to Create a Social Media Plan Like a Pro - Jordan ScheltgenHow to Create a Social Media Plan Like a Pro - Jordan Scheltgen
How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
 
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAILBUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAIL
 
The Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdfThe Science of Landing Page Messaging.pdf
The Science of Landing Page Messaging.pdf
 
April 2024 - VBOUT Partners Meeting Group
April 2024 - VBOUT Partners Meeting GroupApril 2024 - VBOUT Partners Meeting Group
April 2024 - VBOUT Partners Meeting Group
 
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
 
Foundation First - Why Your Website and Content Matters - David Pisarek
Foundation First - Why Your Website and Content Matters - David PisarekFoundation First - Why Your Website and Content Matters - David Pisarek
Foundation First - Why Your Website and Content Matters - David Pisarek
 
Cost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surgesCost-effective tactics for navigating CPC surges
Cost-effective tactics for navigating CPC surges
 
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO SuccessBrighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
 
The Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison KaltmanThe Future of Brands on LinkedIn - Alison Kaltman
The Future of Brands on LinkedIn - Alison Kaltman
 
Local SEO Domination: Put your business at the forefront of local searches!
Local SEO Domination:  Put your business at the forefront of local searches!Local SEO Domination:  Put your business at the forefront of local searches!
Local SEO Domination: Put your business at the forefront of local searches!
 
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
BLOOM_April2024. Balmer Lawrie Online Monthly Bulletin
 
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel LeminTurn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
 

Amberads - 21212 Digital Accelerator Mobile Market and Mobile App Marketing

  • 1. The Mobile Market & Mobile App Marketing Workshop Alec T. Dickinson Co-Founder & CEO AmberAds September 30th, 2014
  • 2. AGENDA • Workshop overview • The mobile market • Mobile app marketing • About AmberAds • Q&A 2
  • 3. WORKSHOP OVERVIEW An overview of the mobile market and mobile app marketing best practices. • The mobile market – Insights on the market trends – Opportunities and Problems • Mobile app marketing – Mobile app quality – Mobile app marketing 3
  • 5. AN APP-DRIVEN SOCIETY Consumers are spending more time on their apps than ever before. Over the past half-decade, the proliferation of mobile devices has transformed us into an app-driven society, presenting marketers with new opportunities to connect with consumers by creating more interesting and sophisticated apps to command their attention. The Nielsen Company “Smartphones: So many apps, so much time” – Media and Entertainment July 2014 5
  • 6. WHEN YOU CHECK YOUR SMARTPHONE 6 More than 60% check their phone within 15 minutes of waking up
  • 7. PURCHASES VIA SMARTPHONES 7 Asia-Pacific leads the smartphone purchase share
  • 8. SHARE ON MOBILE APPS 8 Time spent on mobile apps is higher than the time spent in mobile web
  • 9. SOME APP STORES 9 • Apple’s App Store • Google’s Google Play Store • Amazon’s Store • Windows’ Store
  • 10. GLOBAL SMARTPHONE MARKET SHARE Source: IDC: http://www.businessinsider.com/iphone-v-android-market-share-2014-5 10
  • 11. SMARTPHONE SHIPPING FORECAST Worldwide Smartphone Forecast by Region, Shipments, Market Share and 5-Year CAGR (units in millions) Android iOS Windows Phone Blackberry Others 1600 1400 1200 1000 800 600 400 200 0 Millions of Units Shipped 2014 Shipment Volumes 997.7 184.1 43.3 9.7 9.3 2018 Shipment Volumes 1401.3 247.4 115.3 4.6 37.7 2014 Market Share 80.2% 14.8% 3.5% 0.8% 0.7% 2018 Market Share 77.6% 13.7% 6.4% 0.3% 2.1% 2013 - 2018 CAGR 12.0% 10.0% 28.1% -25.0% 31.5% 100.0% 80.0% 60.0% 40.0% 20.0% 0.0% -20.0% -40.0% Source: IDC Forecast for 2018: http://www.businessinsider.com/iphone-v-android-market-share-2014-5 11
  • 12. SHARE BY GEOGRAPHY 12 Smartphone Market Share by Geography, 2014 – 2018 Led by Asia/Pacific and China growth Source: IDC Forecast for 2018: http://www.businessinsider.com/iphone-v-android-market-share-2014-5
  • 13. DEVICES BY PLATFORM 13 Device Apple Google Amazon Windows Phone iPhone 3G, 4, 4S, 5, 5C, 5S, 6, 6 Plus Samsung Galaxy S3, S4, S5, etc Fire Phone Windows Phone Tablet iPad Air, iPad Retina, iPad Mini with Retina, iPad Mini Nexus 7, Nexus 10, Samsung, Galaxy Tab, + Kindle Fire: HD Kids, HD6, HD7, HDX, HDX 8.9, + Surface Pro, Toshiba Encore, HP Omni, ASUS VivoTab, + Watch iWatch, Sport, Edition Gear S - - Glass - Google Glass, Gear VR - -
  • 16. LOTS OF APPS: A crowded market 34k+ per Month # Apps Submitted to the iOS App Store each month 16 2.5 M Apps in the App Store and Google Play Store alone
  • 17. APPS PER DEVICE: A crowded real estate Average User has 40 apps, but regularly uses only 15 Harvard Business Review March 2013 17
  • 18. QUANTITY AND TIME: For all ages 18 An average of 27 Apps per month & 30 Hs. Per month
  • 19. APP ADOPTION: Not all are used equally 20% of all app downloads are used only once 19
  • 20. TECHNOLOGY: Many options available It’s difficult to manage and optimize properly all the players 20
  • 22. CONTEXT: Mobile apps need to grow Mobile App Developers and Marketers work hard building their mobile apps. Once built, they submit them to the App Stores. However, sometimes not even the apps that are built following the best quality standards are able to reach their target audience at scale. Your App 22
  • 23. HOW: app quality & marketing • Achieve App Quality before marketing – App Quality – Social – Content – Tracking – Traffic Sources – Testing before scaling – Go Global – Be Local – A/B Testing • Begin Mobile app marketing after achieving initial quality – Mobile App Installs – Mobile App retargeting 23
  • 24. QUALITY • Why – Lower barriers to entry – Get higher featuring chances – Higher Retention and Engagement • How – Exceed your target audience’s needs and expectations • Features • Content • Design – Follow App Store’s best practices – Include each App Store’s Features: Ex. Push notifications & Game Center 24 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST
  • 25. QUALITY 25 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – Increase viral factor – Increase Organic Growth & Recurrent users – Reduce Acquisition Costs – Get more loyal (word-of-mouth) clients – Higher Retention and Engagement • How – Include social features at the apps’ core to: • Share relevant content • Access the app easily (FB Anonymous login) – Follow Social Networks’ Best Practices: FB, Twitter, G+, Tumblr • Anonymous Login, Share Button, Like Button, etc.
  • 26. QUALITY 26 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – Increase sessions per day, week, month, year – Sustain users’ attention and loyalty – Increase social sharing viral factor – Higher Retention and Engagement • How – Relevant content – Local content, Global content, tailored to your audience interests – Update the content with the proper frequency • High enough to sustain interest • Low enough to avoid fatigue and churn through spam
  • 27. QUALITY 27 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – Understand what content your audience engages with – Understand which are your best users: paying, engaged, loyalty – Provide better and more relevant content – Remove unnecessary content – Understand what features are used and which ones aren’t – Validate assumptions & iterate product and service offering • How – Understand your core KPIs (Key Performance Indicators) – Place in-app trackers to quantify your KPIs • Time per session, clicks, section views, section clicks, section shares, etc. • Non paying users vs. paying users (and whales) – Create a reporting tool: visuals and exporting – Review metrics regularly – Translate metrics into actionable items
  • 28. QUALITY 28 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – Understand where your users come from – Organic Vs. Paid sources – Shift budget to top performing channels – Reduce overall acquisition costs – Higher Engagement, Retention and Lifetime Value • How – Track complete acquisition funnel • Organic vs. paid • Break up by acquisition costs & in-app performance – Allocate more budget to top performing channels – Categorize channels by performance
  • 29. QUALITY 29 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – Test your assumptions – Test your performance – Iterate quickly – Lower costs & risks – Higher long term returns • How – Detect representative target markets – Soft-Launch on representative target audience – Allocate testing budgets – Test lifetime value and contrast with expected results – Iterate before scaling
  • 30. QUALITY 30 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – It’s the mobile app nature – If the industry allows it, you can do it • Where insurance may require partnerships, gaming only localization – Test alternative markets for better returns – What may not have worked on one market may work on another • How – Prepare the local content for the target market – Testing and Tracking for market performance – Allocate testing marketing budget
  • 31. QUALITY 31 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – A local experience for your audience is important – Show that you care – Reduce acquisition costs – Higher engagement and retention • How – Prepare the local content for the target market – Use local language, context, idioms, seasonality's (ex. Super Bowl in USA). – Local partnerships with local celebrities and relevant individuals – Local partnerships with local brands, products and services
  • 32. QUALITY 32 QUALITY SOCIAL CONTENT TRACKING TRAFFIC SRC TESTING GO GLOBAL BE LOCAL A/B TEST • Why – You never know if there’s something better until you test it – Higher performance – Higher engagement, retention and lifetime value • How – Track everything, report frequently, iterate the product based on results – An A/B testing architecture could help – Prepare different sets of features for segmented audiences – Statistically representative segments – Change 1 variable at a time for each test • Color of a button • Discount value of a promotional price
  • 33. MOBILE APP MARKETING Get new users for your applications • Organic Traffic Sources – Word of Mouth, Social Media, Cross-Promotion – App Store Featuring • Paid Traffic Sources – Incentivized: Tapjoy, Flurry, etc. – Non-Incentivized: AdColony, Chartboost, etc. – RTB Exchanges: MoPub, Nexage, etc. – Social: Facebook, Twitter, etc. – Publisher Direct: Pandora, etc. • Business Models: CPM, CPC, CPI • Ad Units: Banners, Interstitials, Videos, Native Advertising 33 INSTALLS RETARGE T
  • 34. MOBILE APP MARKETING Bring users back to your application • Business Models: – CPA (Cost per Action) • Actions – Retention: • Come back: Day 1, Day 2, Day 7+ – Engagement: • Consume Content – Lifetime Value: • Purchase • Deep Linking – Go into specific sections within the app 34 INSTALLS RETARGE T
  • 36. AMBERADS Amberads is a mobile app marketing platform that helps mobile app developers and marketers reach and acquire the best users for their mobile applications. 36
  • 37. Mobile App Installs Get New Users Mobile Re-Targeting Bring users back • Pay only per App Install • Access Global Inventory • Reporting Dashboard • Real Time Bidding and Big Data • iOS, Google Play and more • Reach users again • Bring users back to your App • Take users to specific sections within your App by leveraging Deep Links • Drive conversions LTV & ROI Optimize budget • Maximize lifetime value • Maximize return on investment • Optimize Budget SERVICES 37
  • 38. Mobile App Installs Get New Users Mobile Re-Targeting Bring users back • Pay only per App Install • Access Global Inventory • Reporting Dashboard • Real Time Bidding and Big Data • iOS, Google Play and more • Reach users again • Bring users back to your App • Take users to specific sections within your App by leveraging Deep Links • Drive conversions LTV & ROI Optimize budget • Maximize lifetime value • Maximize return on investment • Optimize Budget SERVICES: Mobile App Installs 38
  • 39. Mobile App Installs Get New Users Mobile Re-Targeting Bring users back • Pay only per App Install • Access Global Inventory • Reporting Dashboard • Real Time Bidding and Big Data • iOS, Google Play and more • Reach users again • Bring users back to your App • Take users to specific sections within your App by leveraging Deep Links • Drive conversions LTV & ROI Optimize budget • Maximize lifetime value • Maximize return on investment • Optimize Budget SERVICES: Mobile Re-Targeting 39
  • 40. Mobile App Installs Get New Users Mobile Re-Targeting Bring users back • Pay only per App Install • Access Global Inventory • Reporting Dashboard • Real Time Bidding and Big Data • iOS, Google Play and more • Reach users again • Bring users back to your App • Take users to specific sections within your App by leveraging Deep Links • Drive conversions LTV & ROI Optimize budget • Maximize lifetime value • Maximize return on investment • Optimize Budget SERVICES: Lifetime Value & ROI 40
  • 41. Q&A
  • 42. THANK YOU Alec T. Dickinson @tweetamberads contact@amberads.com www.amberads.com

Notas do Editor

  1. http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html
  2. http://www.businessinsider.com/iphone-v-android-market-share-2014-5
  3. http://www.businessinsider.com/iphone-v-android-market-share-2014-5
  4. http://www.businessinsider.com/iphone-v-android-market-share-2014-5
  5. http://www.statista.com/chart/1435/top-10-countries-by-app-usage/ http://www.thehindubusinessline.com/features/newmanager/leveraging-the-mobile-app-explosion/article6101724.ece http://bschs.bonsecours.com/assets/physicanportal/articles/050813_P_Jensen_FYI.pdf
  6. http://www.nielsen.com/us/en/insights/news/2014/smartphones-so-many-apps--so-much-time.html
  7. http://info.localytics.com/blog/app-retention-improves
  8. http://www.lumapartners.com/lumascapes/mobile-lumascape/