marketing 101 for google io final nv
DESCRIPTION
Copy of my presentation on App Marketing 101 given at Google IO 2012. Note it does not include the videos that were part of the presentation due to size limitations. Please check out the full YouTube video before slide 1 if you'd like to see the videos as well. Enjoy!TRANSCRIPT
Google play: Marketing 101 for developers
Patrick Mork, Kushagra Shrivastava
3
What is marketing made up of?
Marketing Checklist
App Business Model Promotion Distribution
What problem is the app solving/ unique value?
Paid vs in-app vs ads vs subscription vs hybrid
Segment/ Target/ Position
Identify and prioritize channels
Map the user experienceUnderstand willingness to pay
Build a frameworkBuild relationships w/ right contacts. Pitch your app.
Understand key screens to push marketing messages
Map lifetime value and likelihood to pay
Creative/ Media Planning
Featured Placement on App Stores/ Marketplaces
Test/ Device/ Geo/ OS coverage
Test different business models
Basics: Social pages, Blog, YouTube, Vanity URL, Email
Co-marketing deals: pre-installs, carrier bundling
Product Naming Implement trackingSEO/ PR and social outreach. Engage users and community
Gift Cards/ Pre-paid cards
Products Unique Selling Proposition
Track and OptimizeAd Networks, Desktop Search Ads, Banner Ads, Mobile Ads
Co-marketing w/ 3rd parties
Product Description, Icon, Screenshots, Video
Find sweet spotVideo Ads, Cost per Install, in-app advertisement
Retail/ in-store presence
Product Testing/ Initial Review/ Ratings
Experiment Track and optimizeLicensing deals to enhance brand: TV, movies, toys etc
Product Fact Sheet/ Preso
Iterate and make changes/ Setup promotion experiment
Large media campaigns including OOH, Radio TVCs
I18n partnerships to reach other markets
LEGEND:BASIC
INTERMEDIATE
ADVANCED
Insert Gears video
5+ billion impressions in the first 6 weeks
More Exposur
e
More Users
More Revenu
e
And lots of love from you guys ;)
Approaching Apps Marketing
9
Understand users, build the magic, connect them
Users Magic
App
Business Model
Devices, OS…
Search, ads…
Conventional marketing mapped to apps marketing
Product
Price
PlacePromo
The “R” before the 4 P’s
• Research!• Research before you develop
• Quantitative is broad
• Qualitative is specific
• Costs can be low
• Execution is fast
• Tools: Google.com/insights, Userlytics, Surveymonkey.com
But it all really starts with research
12
Product – snacking vs. feasting
Visit developer.android.com/design to learn how to optimize your app for design
13
Great apps focus on consumers not features
Criteria Checklist
1. Solves a need / entertaining
X
2. Device coverage X
3. OS coverage / parity
X
4. Loads quickly X
5. Easy to use X
6. Constantly upgraded
X
7. Consistently good reviews
X
8. Android specific X
Storm 8 – The Art of product
15
Business Models – The march of Freemium
Price
Free+
Ads
Paid
Hybrid
16
$2.99 $2.99 $1.99 $2.99 $2.99 $1.99 $2.99 $2.99 $.99 $2.990
100,000
200,000
300,000
400,000
500,000
600,000
Spe-cial of-
fer
Up-date and spe-
cial of-fer
End of life
cycle
New app
Paid apps – the $.99 dilemma and price cycles
17
Ads – Where there are eyeballs, dollars will follow
18
• Know your users (STP)– Segment Target Position
• Develop convincing messaging– Messaging, Talking points, creative statement
• Build your marketing plan (ATPR)– Awareness Trial Purchase Repeat
• Create a media Strategy– What media, investment, ROI
Connecting starts with understanding
Ads, Search & placement
Numero Uno: Don’t invest marketing behind a weak product.
Mr. Consumer
(STP) Finding the right audience
Middle Incom
e familie
s
Available Time
Disposable income
Techies/Early adopte
rs
Upscale
Adults – 35-44
College
Student 18-22
Young adults 24-35
Target
Develop messaging which is clear and exciting
• Positioning statement - what is your app / game all about
• Points of difference (POD’s) – why should I care and what’s different about your app
• Call to Action – what am I supposed to do and where can I get it
21
All about reviews, rankings and top list ratingsWhat influences your decision to install an app?
User
Reviews
Top apps
list
User
Ratings
App
Screen
Shots
Search
In-Store
Search
for app
Clicked
Ad or
Search
Word
(ATPR) The right programs for the each phase
Awareness Trial Purchase Repeat
• PR• Social• Search• Mobile ads /
video• Web, TV, ATL
• Free/ trail version
• DR mobile ads• Incentivized• Email • Re-targeting• Pre-loads• Cross selling
• DR mobile / web
• Notifications• Upsell• Discounts /
offers• Bulk sales• CRM
• Loyalty program• Social
integration• Updates• Notifications• CRM• Product
extensions
• Brand - awareness– Video, TV, OOH, YT
• Direct response - users– Search, Mobile Ads,
Incentive (caution*)
• What to measure?– Impressions, clicks,
installs, LTV, cpa
Time to Appvertise! Which media? When?
PocketGems talks marketing
25
Distribution – why Coke is (still) it
• Goal = VIRALITY = Reach
• Step 1. Device coverage
• Step 2. Channel coverage
• Step 3. OS coverage
• Step 4. Analyze, prioritize
• Step 5. Cross fingers
Marketing Checklist
App Business Model Promotion Distribution
What problem is the app solving/ unique value?
Paid vs in-app vs ads vs subscription vs hybrid
Segment/ Target/ Position
Identify and prioritize channels
Map the user experienceUnderstand willingness to pay
Build a frameworkBuild relationships w/ right contacts. Pitch your app.
Understand key screens to push marketing messages
Map lifetime value and likelihood to pay
Creative/ Media Planning
Featured Placement on App Stores/ Marketplaces
Test/ Device/ Geo/ OS coverage
Test different business models
Basics: Social pages, Blog, YouTube, Vanity URL, Email
Co-marketing deals: pre-installs, carrier bundling
Product Naming Implement trackingSEO/ PR and social outreach. Engage users and community
Gift Cards/ Pre-paid cards
Products Unique Selling Proposition
Track and OptimizeAd Networks, Desktop Search Ads, Banner Ads, Mobile Ads
Co-marketing w/ 3rd parties
Product Description, Icon, Screenshots, Video
Find sweet spotVideo Ads, Cost per Install, in-app advertisement
Retail/ in-store presence
Product Testing/ Initial Review/ Ratings
Experiment Track and optimizeLicensing deals to enhance brand: TV, movies, toys etc
Product Fact Sheet/ Preso
Iterate and make changes/ Setup promotion experiment
Large media campaigns including OOH, Radio TVCs
I18n partnerships to reach other markets
LEGEND:BASIC
INTERMEDIATE
ADVANCED
QnA
Thank You
@madmork
@kushagra