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"Marketing in a Million App Market" by Aaron Watkins, President and Founder, Appency


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Rebooting the EU App Economy / Fraunhofer HHI, Berlin, Germany / 13th November 2013

Aaron Watkins, President and Founder, Appency

"Marketing in a Million App Market"

Aaron Watkins has been working with mobile technology since before phones even flipped open. In his six years as an executive at ipsh! Mobile Marketing, Aaron led a number of award-winning mobile campaigns for major brands like Anheuser-Busch, Frito-Lay and Unilever, while also building strong, lasting business relations that benefited all involved. In 2008, Aaron was recruited to start the San Francisco office of The Hyperfactory, a mobile agency with a global presence. After working with app developers as a marketing consultant, Aaron wrote the official GigaOM guide to app marketing and founded Appency in 2009. By leading one of the only app-exclusive marketing and public relations firms in the world, Aaron has helped dozens of companies understand and succeed in the app space, from giants like Random House and Universal to one-man indie studios like Codito and Inkstone Mobile. The distinct, tumultuous markets of both Apple and Android are a challenge Aaron deeply enjoys.

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"Marketing in a Million App Market" by Aaron Watkins, President and Founder, Appency

  1. 1. Marketing in a Million App Market Eurapp 2013
  2. 2. At the current rate of growth – iTunes alone will have one million active apps before December 31st, 2013 Eurapp 2013
  3. 3. The First Step in Marketing: Know Your Audience Age Gender Occupation Interests Geographic Location Income Dislikes Social Connectivity Eurapp 2013 Influenced By Media Consumption Target Problem
  4. 4. Audience Profiling PR TARGET Castle Guy Reads ‘Dungeon Weekly’ Very little free time due to guarding castle Disposable income 90% Male, Age 18-34 KEY SEARCH TERMS SOCIAL INTEGRATION Space Cadet Heavy game player – strategy and puzzle Spends 2 hours a day on Spacebook Always on the go – downloads apps to phone more than desktop Small social circle in Houston Suzi Shopper Two kids ages 5 and 9 Does most shopping online Active reader of mommy blogs Concerned about yellowing skin Eurapp 2013 INFLUENCER PROGRAMS AD TARGETING
  5. 5. 70% 60% How do you discover the apps you decide to download? (check all that apply) 62% 60% 46% 50% 40% 30% 20% 20% 19% 10% 0% Searching for a specific type of app Browsing through Word of mouth See ads while top app store (recommendations using other apps rankings from friends or colleagues) Press/news articles or blogs Eurapp 2013 10% 13% A brand I know introduces an app and reaches out to me Other
  6. 6. Key Factors in ASO • Each app store is different – know the rules for the app store you are in! • Example: iTunes does not search description, Google Play does • Keyword placement is key – Title is more effective in iTunes than in the keywords field. • Research! Lots of great tools available • ASO is NOT the same as SEO. In app stores – people search for “products”. Look for similar and competitive products driving consumer search interest. Eurapp 2013
  7. 7. Beyond Incremental Downloads Eurapp 2013
  8. 8. ASO vs SEO Eurapp 2013
  9. 9. Brand – ASO Isn't Good Enough Eurapp 2013
  10. 10. Gut Decisions Eurapp 2013
  11. 11. App Advertising Eurapp 2013
  12. 12. Using Advertising to Drive Rank The sad truth: Advertising is almost NEVER ROI Positive (AT FIRST) Two Reasons to Advertise 1. Advertise to Drive Rank 2. Market Share Grab 3.? Advertise for positive ROI? KNOW YOUR ARPU Eurapp 2013
  13. 13. What It Takes to Rank Free iPhone App 23,000 downloads a day (top 50) 40,000 downloads a day (top 25) 70,000 downloads a day (top 10) Paid iPhone App 950 downloads a day (top 50) 2,500 downloads a day (top 25) 4,000 downloads a day (top 10) Eurapp 2013
  14. 14. Eurapp 2013
  15. 15. Earned and Social Media • Earned Media and Social Media are both examples of “Influencer Based Marketing” • Someone your target user trusts – be it a reporter or a friend – influences your consumer to try your app • Traditional PR targets the press – reporters, bloggers, journalists and others who have a large audience • Social Media targets the social circle of users and facilitates ambassadorship Eurapp 2013
  16. 16. Earned Media Creates Social Media Media Media Pitch Pitch Media Media Events Events Awards Awards Press Press Release Release Eurapp 2013
  17. 17. Social Integration Social media cannot be left up to the users, but must be integrated into the natural flow of the app Social invitations, share features, follow requests, etc have to be built into the flow of the app, not set aside for the user to discover on their own. Eurapp 2013
  18. 18. Engagement Eurapp 2013
  19. 19. How Do You Engage Users? Engagement requires communication with the user •Push notification •In app messaging •Email •Social Media Change up the message to fit the user groups. This requires segmenting and an understanding of those groups. Eurapp 2013
  20. 20. “Other” • Promotions and Sweepstakes • Conferences and Awards • Cross Promotion • ______________________ • ______________________ • ______________________ Eurapp 2013
  21. 21. The Balance of Marketing Tactics Public Relations: Speed: Fast if proper preparation and relationships Cost: Do it yourself = low cost but less effective, more time Hire an agency = you get what you pay for, faster to implement with existing relationships Effectiveness: Can drive lots of downloads over a short period, but cyclical – much harder to get PR after your first burst without smart story creation Advertising: Speed: Fast as you can spend the money Cost: High CPI > CPC > CPM Effectiveness: CPI can mean guaranteed installs, but cost more Social Media: Speed: Slow and Steady Cost: Content creation costs, social advertisements, social management Effectiveness: Engagement over the long term, hard on short term
  22. 22. THANK YOU! Eurapp 2013