Presentation to BCS 28th March 2011 Ian Pond The Fireplug Ltd - - PowerPoint PPT Presentation

28th March 2011 Ian Pond The Fireplug Ltd ian@the-fireplug.co.uk

Presentation to BCS

Agenda

Introduction The App market - a channel, like no other App Marketing - it’s not rocket science 7 Easy Steps….. to app marketing heaven! Summary

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Introduction

My Experience: FMCG marketing training 20 years in Mobile

• Orange/France T

elecom

– Original UK marketing team member – International board member – VP Marketing (during FT era)

Fireplug Ltd – telecoms consulting

• Clients include:

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Introduction

App Marketing experience with

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• Premium app
• On-going

revenue via connected services ie live traffic data

• Free app
• On-going

revenue via VOIP telephony services

• Mid priced app
• On-going

revenue via map & trails content sales

A channel …..quite like no

• ther

Whilst pc/web based e-commerce has revolutionised the way we shop over last few years The personal & ubiquitous nature of app- enabled m-commerce means the potential for further change is even greater

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Projections for App Market

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Mobile app downloads: 7 billion in 2009 50 billion in 2012. Market Value: Chetan Sharma (for GetJar): $17.5 billion in 2012 Research2guidance: $15 billion by 2013. Juniper Research: $25 billion in 2014

2011 Market Size (Active Devices)

Apple iOS 50-75Mill active devices Growth rate:

• 1 Mill every 4-5 mths

Android ~60Mill active devices Growth rate

• 1 Mill every 3 mths

Source: Fireplug Estimates

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 Symbian

 ~200Mill active

devices

Growth rate

 nil

iOS v Android – propensity to pay

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Customer Geography

Note: App sales – even more skewed towards US

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Rank Country % of Users 1 USA 43 2 UK 9 3 France 6 4 Canada 5 5 Japan 4 6 Australia 4 7 Germany 4 8 China 2 9 Rep of Korea 2 10 Italy 2 Rank Country % of Users 1 USA 66 2 China 13 3 UK 4 4 France 2 5 Japan 2 6 Germany 2 7 Rep of Korea 1 8 Spain 1 9 Canada 1 10 Sweden 1

Apple iPhone Android Smartphones Source: AdMob

Competition is fierce

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Apple iOS T

• tal Active Apps

(currently available for download): 366,584 Source: 148apps.biz Android Market ~200,000 games, apps & widgets in Dec 2010 Source: wikipedia

It’s not rocket science……

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App marketing is fundamentally the same as any other form of marketing Understand your target market Understand the benefits you deliver Know your competition Communicate effectively Keep innovating

Getting Noticed

Click to edit Master text styles Second level

• Third level
• Fourth level
• Fifth level

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App store presence App store ranking Reviews & Social Media In-App advertising PR Activity

7 steps to App heaven

1.

App store Presence

2.

App Store Rankings

3.

Customer reviews

4.

Social Media

5.

3rd Party reviews

6.

In-App Ads

7.

Paid Search

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• 1. App Store Presence

The App Store is your primary shop window So make it look as good as you can The Marketing Assets are prescribed for all So at least it starts as a level playing field Name & Icon Screenshots Product description (max 3,000 characters)

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• 1. App Store Presence

Other Elements Keywords – Apple 100 characters – make them all count Android - Promo Graphic/Feature Graphic/Video Link Tricks Everyone likes a bargain Featured status

• App of the Week
• Staff favourites
• New & Noteworthy
• What's Hot

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UK Store: 28th March 2011

• 2. App Store Rankings

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Ranking is important - Higher ranked apps sell more Improved visibility in top listings How to improve your chart position? As Ranking calculated on 7 day performance

• Recommend:

–

Short, intense bursts of support activity

• T
• drive App up the rankings, then benefit from

high rank position

–

Time activity carefully

• to take advantage of increased app activity over

weekend v’s weekday

• to leverage any boost from new releases

• 2. App Store Rankings

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UK Store: 28th March 2011 Higher Ranking Good Sales

Virtuous Circle

• 2. App Store Rankings

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There are ways to buy improved ranking position – pay per install (PPI) Primarily suitable for free rather than paid apps ie T apjoy How it works: Your “real” money buys virtual currency in

• ther Apps ie games/gambling

Users who download your app get virtual currency as incentive

• 3. Customer Reviews

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People trust the opinions of Friends & Family In the digital world people are willing to rely

• n the word of Existing Users

Assumed to be honest and independent

ViewRanger on UK Store If your App is paid – recommend: a free try-before-you-buy cut-down variant

• 3. Customer Reviews

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Click to edit Master text styles Second level

• Third level
• Fourth level
• Fifth level

• 3. Customer Reviews

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Seek out initial advocates Beta trials programme Happy Customers like to help Engage with them & invite them to write reviews

• T

witter followers/Facebook likes

• Direct e-mail database

Don’t try to bribe them Don’t write false reviews

• 4. Social Media

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T wo key roles: Build Trust in your brand Reach out into customer communities Major commitment of time, rather than money Engaging in a dialogue Being open & honest Maintaining the dialogue

• 5. 3rd Party Endorsement

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So far we’ve focussed

• n consumers – what

about the opinion formers? “Expert” opinion can be massively influential In both directions Identify the opinion formers and target them in the most relevant way

• 5. 3rd Party Endorsement

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Outdoors Health/ Lifestyle Mainstrea m T echnolog y

6 In-App advertising

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Again probably most applicable to Free Apps After testing to work out metrics

• CPM, Conversion rate, cost per acquisition, CLV

Offers a mechanism to “guarantee” install volumes based on marketing spend Mind the Gap

Run rate Plan T arget Calculate cost to fill gap

6 In-App advertising

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AdMob (Google) Minimal entry cost Low daily commitments Apple iAds $5000 campaign $250 per day

• 7. Paid Search

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Outside of the App Likely to offer the most effective and measurable mechanism to reach interested consumers to your app

• Web & Mobile

Easy to set up, manage and assess Make sure you:

• Set targets up front
• Always A:B test
• Constantly seek to optimise

T

• conclude

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Don’t forget: The core marketing principles Geographic reach Customer engagement Be proactive Constantly innovate Make your communication relevant

Thanks