Presentation to BCS 28th March 2011 Ian Pond The Fireplug Ltd ian@the-fireplug.co.uk
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 ian@the-fireplug.co.uk 28/03/2011 2
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: ● ian@the-fireplug.co.uk 28/03/2011 3
Introduction App Marketing experience with • Premium app • Free app • Mid priced app • On-going • On-going • On-going revenue via revenue via revenue via connected VOIP telephony map & trails services ie live services content sales traffic data ian@the-fireplug.co.uk 28/03/2011 4
A channel …..quite like no other 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 ian@the-fireplug.co.uk 28/03/2011 5
Projections for App Market 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 ian@the-fireplug.co.uk 28/03/2011 6
2011 Market Size (Active Devices) Apple iOS Android 50-75Mill active ~60Mill active devices devices Growth rate: Growth rate 1 Mill every 4-5 mths 1 Mill every 3 mths ● ● Symbian ~200Mill active devices Growth rate Source: Fireplug Estimates nil ian@the-fireplug.co.uk 28/03/2011 7
iOS v Android – propensity to pay ian@the-fireplug.co.uk 28/03/2011 8
Customer Geography Apple iPhone Android Smartphones Rank Country % of Rank Country % of Users Users 1 USA 66 1 USA 43 2 China 13 2 UK 9 3 UK 4 3 France 6 4 France 2 4 Canada 5 5 Japan 2 5 Japan 4 6 Germany 2 6 Australia 4 7 Rep of 1 7 Germany 4 Korea 8 China 2 8 Spain 1 9 Rep of 2 9 Canada 1 Korea 10 Sweden 1 10 Italy 2 Note: App sales – even more skewed towards US ian@the-fireplug.co.uk 28/03/2011 9 Source: AdMob
Competition is fierce Apple iOS Android Market T otal Active Apps ~200,000 games, (currently available apps & widgets in for download): Dec 2010 366,584 Source: wikipedia Source: 148apps.biz ian@the-fireplug.co.uk 28/03/2011 10
It’s not rocket science…… 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 ian@the-fireplug.co.uk 28/03/2011 11
Getting Noticed Click to edit Master text styles App store presence Second level ● Third level ● Fourth level App store ranking ● Fifth level Reviews & Social Media In-App advertising PR Activity ian@the-fireplug.co.uk 28/03/2011 12
7 steps to App heaven App store Presence 1. App Store Rankings 2. Customer reviews 3. Social Media 4. 3rd Party reviews 5. In-App Ads 6. Paid Search 7. ian@the-fireplug.co.uk 28/03/2011 13
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) ian@the-fireplug.co.uk 28/03/2011 14
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 UK Store: 28th March 2011 Featured status App of the Week ● Staff favourites ● New & Noteworthy ● What's Hot ● ian@the-fireplug.co.uk 28/03/2011 15
2. App Store Rankings 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 o 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 ian@the-fireplug.co.uk 28/03/2011 16
2. App Store Rankings UK Store: 28th March 2011 Virtuous Circle Good Sales Higher Ranking ian@the-fireplug.co.uk 28/03/2011 17
2. App Store Rankings 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 other Apps ie games/gambling Users who download your app get virtual currency as incentive ian@the-fireplug.co.uk 28/03/2011 18
3. Customer Reviews People trust the opinions of Friends & Family In the digital world people are willing to rely on 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 ian@the-fireplug.co.uk 28/03/2011 19
3. Customer Reviews Click to edit Master text styles Second level ● Third level ● Fourth level ● Fifth level ian@the-fireplug.co.uk 28/03/2011 20
3. Customer Reviews 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 ian@the-fireplug.co.uk 28/03/2011 21
4. Social Media 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 ian@the-fireplug.co.uk 28/03/2011 22
5. 3rd Party Endorsement So far we’ve focussed on 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 ian@the-fireplug.co.uk 28/03/2011 23
5. 3rd Party Endorsement Health/ Mainstrea T echnolog Outdoors Lifestyle m y ian@the-fireplug.co.uk 28/03/2011 24
6 In-App advertising 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 Plan T arget Mind the Gap Calculate cost to fill gap Run rate ian@the-fireplug.co.uk 28/03/2011 25
6 In-App advertising AdMob (Google) Apple iAds Minimal entry cost $5000 campaign Low daily $250 per day commitments ian@the-fireplug.co.uk 28/03/2011 26
7. Paid Search 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 ● ian@the-fireplug.co.uk 28/03/2011 27
T o conclude Don’t forget: The core marketing principles Geographic reach Customer engagement Be proactive Constantly innovate Make your communication relevant Thanks ian@the-fireplug.co.uk 28/03/2011 28
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