fiksu mobile monday case study jan 2013 v4
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Fiksu presents Mobile App Marketing case study at joint Mobile Monday Boston / MITEF Cambridge event on Jan. 14, 2013TRANSCRIPT
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Fiksu High Performance App Marketing
January 14, 2013, Mobile MondayJo Wightman, Director of Client Development
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Access to all major networks & traffic sources (45+)Access to billions of impressions; avoid saturation
Algorithm-based targeting of loyal usersDelivers on your monetization strategy
Fully managed by Fiksu Nothing to learn or implement
Fiksu Mobile App Marketing Platform – User Acquisition for iOS and Android
Real-time tracking & optimization Post-download/loyal user tracking
Single SDKSimple drop-in – 1 operation vs. many
100% advertiser focusedFiksu serves only you – no inventory to “move”
Central dashboard Measurement simplicity, anytime access
The Fiksu Approach
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Case study: Using mobile marketing to translate online success to the mobile arena
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Case study ‣ Client: $100M+ public company‣ Strong brand name and
positioning online (desktop)…‣ … but competitors entering
the mobile space were threatening
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Lesson #1: Effort and execution‣ Steady, continuous campaign, targeting the ideal user across an
array of different traffic sources› Ad networks › Publisher direct , social› RTB
‣ High quality creative‣ Track ROI through to last dollar‣ Occasionally use burst strategy
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Lesson #2: Keep testing and optimizing‣ Need to constantly test & refresh new opportunities
› Ad Networks “traffic sources”› Inventory units e.g. video, animated gif, banner› Creative messages
‣ Set aside 10% of budget
‣ Pandora is a great example
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Lesson #3: Find your ideal rank‣ Every app has a sweet spot in the App Store…‣ … but it isn’t necessarily Top 10 overall!‣ Burst should be part of your strategy‣ Need to figure out optimal rank for organic uplift
› May vary according to seasons and market factors