There's an app for that - Mobile App Launch Checklist #SESSF

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  • 1.Theres An App For That Jennifer Wong | SES San Francisco 2013 | #SESSF

2. Jennifer Wong Director of Marketing HasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy 3. If you build it, they may not come Last July, Apptrace found that 400,000 of the then-650,000 iOS apps were zombies that had not been downloaded even once. 4. If you promote it, you may not retain them While nearly 1 billion apps get added to devices every month, one in four of them are never used again. 5. If you retain them, you may never make money The average app download makes its developers 17.5 cents 6. Mobile App Launch Checklist The App-o-sphere Promotion: Organic App Marketing & Mobile App Advertising Tracking & Attribution Monetization Reporting and Refining 7. Mobile App Launch Checklist The App-o-sphere Promotion: Organic App Marketing & Mobile App Advertising Tracking & Attribution Monetization Reporting and Refining 8. MARKET YOUR APPS EVERYWHERE 9. APP STORE OPTIMIZATION 10. SEO vs. ASO On-Page: Title Tag H1, H2, H3 URL Off-Page: Link building Anchor text Social 11. SEO vs. ASO On-Page Title Tag Hi, H2, H3 URL Off-Page Link building Anchor text Social Metadata Title of the App Developer Name Description Screenshots Off-Metadata Downloads Velocity Ratings Reviews Link building 12. APP ADVERTISING 13. The BIG spenders 14. The up and comers 15. Ad Networks 16. Social Advertising 17. In-App 18. PPC 19. Mobile App Launch Checklist The App-o-sphere Promotion: Organic App Marketing & Mobile App Advertising Tracking & Attribution Monetization Reporting and Refining 20. HOW DOES TRACKING WORK? 21. Tracking Link/URL: App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN Web traffic includes header information such as IP address, Device Type, Device OS, etc. http://hastrk1.com/serve?action=click&publisher_id=100&app_id=500&ios_ifa=AAAAAA-BBBB-CCCC-4444-555555555555 22. Tracking Link/URL: App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN Web traffic includes header information such as IP address, Device Type, Device OS, etc. App Store Redirect: The user is redirected to the iTunes App Store or Google Play. This is a seamless experience that should not launch a browser. Google allows the passing of a referrer ID through the URL 23. Tracking Link/URL: App traffic includes device identifiers such as MAC Address, Apple's IFA, ODIN Web traffic includes header information such as IP address, Device Type, Device OS, etc. App Store Redirect: The user is redirected to the iTunes App Store or Google Play. This is a seamless experience that should not launch a browser. Google allows the passing of a referrer ID through the URL App Install/Open: User downloads the app and opens it for the first time. An SDK (code in the advertiser's app), collects any device identifiers and web information to match back to the Tracking Link. 24. WHY DO YOU NEED PROPER ATTRIBUTION? 25. Example 1: One Advertising Source Publisher 1 App Store App Click of Ad Download Publisher 1 SDK notifies them of the install 26. Publisher 1 SDK notifies them of the install Publisher 1 App Click of Ad Publisher 2 SDK notifies them of the install 3 days ago App Store Download Publisher 2 Click of Ad 1 day ago Example 2: Multiple Advertising Sources 27. If we did not attribute the install to the publisher of the ad that was clicked last, then: The advertiser would be paying 2x plus for a single install of just once (if charging advertiser on CPI). If the publisher is charging CPC or CPM, they still generally use install attribution for optimization; so their optimization would be based off inaccurate information. Publisher 1 App Click of Ad Attribution technology notifies Publisher 2 of the install 3 days ago App Store Download Publisher 2 Click of Ad 1 day ago Attribution technology attributes install Unbiased Attribution 28. Mobile App Launch Checklist The App-o-sphere Promotion: Organic App Marketing & Mobile App Advertising Tracking & Attribution Monetization Reporting and Refining 29. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases 30. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases Fremium Free access to your app with a paid upgrade option to gain access to additional features Games, News, Social Networking, Music - A good way to get your app off the ground 31. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases Fremium Free access to your app with a paid upgrade option to gain access to additional features Games, News, Social Networking, Music - A good way to get your app off the ground In-App Advertising Ads run on space sold within your app. Revenue is based on number of impressions & clicks. Games, News, Entertainment - App needs to have high user volume and engagement 32. Methods Method How it works Best for these app categories Considerations Pay to Play User pays to download your app Games, Entertainment, Utility, Navigation, News - If users pay up-front, they will be less tolerant to in-app ads or purchases Fremium Free access to your app with a paid upgrade option to gain access to additional features Games, News, Social Networking, Music - A good way to get your app off the ground In-App Advertising Ads run on space sold within your app. Revenue is based on number of impressions & clicks. Games, News, Entertainment - App needs to have high user volume and engagement In-App Purchases User purchases merchandise virtual goods, badges, awards, privileges - in your app once they have downloaded it. Games, Lifestyle, News - App requires loyal following willing to pay for virtual benefits 33. Mobile App Launch Checklist The App-o-sphere Promotion: Organic App Marketing & Mobile App Advertising Tracking & Attribution Monetization Reporting and Refining 34. Funnels What are the important flows and goals in your app that you want users to follow and complete. 35. Cohort Report Are there data patterns with groups of users? 36. Retention What is the length of engagement of your users over time? 37. Loyalty How frequently are users coming back to your app? 38. Lifetime Value What value are users contributing to your bottom line? 39. Mobile App Launch Checklist The App-o-sphere Promotion: Organic App Marketing & Mobile App Advertising Tracking & Attribution Monetization Reporting and Refining 40. Jennifer Wong Director of Marketing HasOffers & MobileAppTracking Jennifer@hasoffers.com @Jenerationy