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The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now seeing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business.
It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
High Performance App Marketing 10 BIG BRAND STRATEGIES For Mobile App Marketing LEVERAGING MOBILE TO BUILD CUSTOMER RELATIONSHIPS, DRIVE REVENUE, AND GROW MARKET SHARE1 | | www.fiksu.com/ebooks
10 BIG BRAND STRATEGIES For Mobile App Marketing LEVERAGING MOBILE TO BUILD CUSTOMER RELATIONSHIPS, DRIVE REVENUE AND GROW MARKET SHARE The time for big brands to get strategic about marketing their apps is now. Mobile apps are no longer standalone entities for big brands. What we’re now see- ing is brands integrating mobile apps into their business models and their overall marketing strategies -- to build closer customer relationships and drive business. It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic “ With our Hyatt smartphone app, it took 10 weeks to marketing approach to their apps. launch and three days for us to do our first million dollars All this means that big brands are starting to treat their apps as more than just of revenue. Comparatively, another channel – they’re treating them as a business. And they’re getting serious it took 11 months to achieve about marketing their apps, by putting the marketing resources behind them and that following the launch of incorporating apps as part of their ongoing strategy. our mobile website. What mobile does—especially the Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all app—is provide consumers publically talking about the central role apps play in their marketing strategy. with instant gratification for Here, we’ll describe what some of those brands are doing, how they’re doing it, what they need, when they and outline 10 strategic moves brands are employing to get more strategic about need it, how they need it, their mobile apps. ” wherever they need it. — John Wallis, Global Head, Marketing and Brand Strategy,2 | | www.fiksu.com/ebooks Global Hyatt Corporation 1
The Time Is NowEXPLOSIVE MOBILE GROWTH DESERVES DEDICATED MARKETING Mobile is quickly becoming the go-to way a growing segment of consumers interact with brands, and apps are rapidly becoming the dominant avenue for this interaction. The stats and predictions are overwhelming: • Mobile app downloads doubled in 2012 to 46 billion2 • ownloads will double again in 2013, reaching 81 billion, on their way to D 310 billion by 20163 • obile apps will generate $35 billion in revenue by 20144 and $74 billion M by 20165. • 0% of online retail dollars spent in Q3 2012 were on mobile devices, 1 and that share is expected to increase to 12-13% during Q4 20126. “ By implementing a rich mobile app, Nordstrom can engage and transform Customers expect apps to be part of how they interact with your business. In fact, customers from occasional there’s an entire category of consumers who prefer to do business from mobile visitors to loyal customers by apps. In fact, Gartner’s Brian Blau predicts that “by 2016, mobile app use will having them download the app for faster, more frequent surpass the use of Internet domain names, making apps the No. 1 way of and higher value experiences engaging with brands.7“ whether they are at home, on the go or in a Nordstrom But as Coca-Cola’s Tom Daly recently described it, “consumers have never store. In doing so, Nordstrom been more connected – but it’s never been harder to connect with them.8 “ will drive incremental sales, increase customer loyalty and –Simply having apps and promoting them through existing channels isn’t enough. learn more about consumer’s To claim space on their customers’ phones, large brands are learning that they buying behavior to serve them have to aggressively market their apps, getting them into the hands of customers ” better in the future. before their competitors do. — Luxury Daily, November 17, 2011 93 | | www.fiksu.com/ebooks
FIKSU CLIENT EXAMPLE: Finance Company Goes Big for Apps The client: • Financial services company • $100M+ revenue • Public company (NYSE) • ~15 million active customers • Actively marketing their mobile app for 2+ years • Mid-six-figure monthly spend The challenge: • Their online user base is shifting to mobile • Smaller competitors were threatening to disrupt their business How Fiksu helped: • onsistently kept client in the top ranks of the C App Store - ahead of competition • Acquired millions of users • Kept cost per acquisition below targets4 | | www.fiksu.com/ebooks
There are three key lessons to be learned from this client: 1. ffort and execution matter E The company runs a steady, continuous campaign, targeting the ideal user across an array of different traffic sources including leading ad networks, social channels, and real-time bidding exchanges (RTB). They also develop high quality creative assets, track their ROI through to the last dollar, and occasionally use a “burst” strategy, putting out an extra blitz of ads to maximize results when needed. 2. eep testing and optimizing K No matter how good campaign results are, it’s essential to test new ideas and traffic sources. This client uses Fiksu’s optimization technology and performance data to make ongoing optimization decisions, keeping cost-per- acquisition low while finding ideal customers. They also dedicated 10% of their monthly budget to testing new ideas and channels, many of which eventually make their way into the core marketing stream. 3. ind your ideal rank F As we’ll discuss, every app has an optimal “sweet spot” in the app stores, and it’s not necessarily “as high as you can afford to stay.” This client has figured out what rank gives them the best ROI and how it changes over time. To get the most out of your app marketing dollars, you need to determine this optimal rank and what you need to spend to stay there. Some of these lessons may be unfamiliar to marketers new to mobile. But that’s just the start – let’s take a look at how mobile app marketing differs from online and traditional marketing.5 | | www.fiksu.com/ebooks
App Marketing Requiresa Different Approach App marketing is an entirely different world than what many experienced marketers are used to in both digital and traditional channels, incorporating different dynamics that require different marketing approaches. Here are some of the differences app marketers are facing. Unfamiliar channels Of course, brands with large customer bases can drive app installs through traditional customer touch points and promotion. But to quickly reach the massive volumes of app users required for success in this space, marketers depend on mobile advertising networks, such as Google’s AdMob, Apple’s iAd, and emerging sources such as real-time RTB exchanges. “ In the ten days since the iPad’s debut, its TV-show watching app has been Many brands are now promoting their apps through these dedicated app downloaded 205,000 times, marketing channels because they are by far the most effective way to capture giving the Walt Disney Co. high volumes of new users quickly. But how do you decide which networks to (DIS) unit a presence on nearly half the 450,000 work with? What method do they use for ad tracking? Do you have to integrate devices that Apple says it SDKs from several networks? How do you deal with all the different reporting has sold. Moreover, formats? These are brand new challenges that marketers need to address to users have watched at have success. least part of 650,000 televi- sion episodes using the app, generating “several million” ” ad impressions.6 | | www.fiksu.com/ebooks — Wall Street Journal, 4.13.10 10
Targeting challenges Due to both technology limitations and privacy concerns, mobile ad targeting isn’t as sophisticated as what marketers are used to in the traditional online marketing world. Marketers used to precise demographic targeting will have to adapt to new technologies and approaches for reaching those users that can help you achieve the best performance and ROI. Downloads often don’t lead to users Even when you succeed in getting your app downloaded, it doesn’t mean the customer will actually use it. Only a fraction of downloads convert into productive users. According to a recent industry study, more than a quarter of downloaded apps are used only once, and then abandoned.11 If your app marketing generates too many downloads by non-engaged users, your results will take a significant hit. Fortunately, there are integrated tracking and optimization technologies that help marketers identify the traffic sources that drive more than just downloads – but quality, loyal users. Marketing goals are different App marketing also requires balancing an entirely new set of marketing goals – from achieving a certain rank within app stores, to acquiring users that actually use your app, to a target cost-per-install. These are new types of goals for many marketers, and require new measurement approaches.7 | | www.fiksu.com/ebooks
“ Users have now listed 100 million items to its market- place using the eBay app, Store dynamics by taking a picture of the Where do users search for apps? Overwhelmingly, they use the two major app item with their phone and uploading all the data marketplaces: Apple’s App Store and Google Play. As an app marketer you need ” within minutes. to understand and address new dynamics associated with the app stores such as achieving optimal rank, understanding the relationship between ad spend and organic users, and the factors that drive rank in each store. Organic users Your app will be downloaded by two types of users: 1) ad-driven users -- downloads by users that are driven from your paid ads 2) rganic users -- downloads by users that find your app naturally when o browsing the stores. Organic users are considered to be the highest quality users and there are proven approaches that can help you capture more of them and reduce your overall cost-per-acquisition. Ad tracking and attribution A key consideration for app marketers is ad tracking and attribution, which is required to reveal what’s working and where to focus marketing spend. Mobile ad tracking presents unique challenges for app marketers because there “ EBay previously forecasted that it would hit $10 billion is no industry standard on the iOS platform, and many of the tracking options in revenue on mobile this year. Based on last year’s have tradeoffs. In addition, some marketing channels and networks only support gross merchandise volume specific tracking solutions, so you need to understand the range of tracking of roughly $60 billion, that solutions that’s right for your marketing plans. works out to 16 percent of the ” company’s revenue. — allthingsd.com, 9.24.2012 128 | | www.fiksu.com/ebooks
10 Mobile App Marketing Strategies For Big Brands 1. Bring App Stakeholders Together As One Team 2. Put Dedicated Marketing Resources Behind Your App 3. Set App-Oriented Marketing Goals 4. Market Your App On Mobile Media 5. Target Optimal App Store Rank 6. Target Loyal Users 7. Use Optimization Technology To Drive Marketing Performance 8. Choose A Proven Mobile Marketing Technology Partner 9. Test, Learn, Implement, Repeat 10. Establish A Feedback Loop With App Development And Business Stakeholders9 | | www.fiksu.com/ebooks
1. Bring App Stakeholders Together As One Team Who owns your app marketing strategy? Is it a centralized marketing department? A marketing team within a business division? Or maybe the e-commerce business? Does your company have multiple apps, marketed by different groups? It’s not uncommon in large organizations for some controversy to exist regarding who should “own” the app marketing strategy, and often several players can make a valid argument. Try to steer clear of territorialism and unite all of the app stakeholders to work as one team to align overall goals and avoid power struggles. Pulling a team together from different departments and divisions can often be difficult, but it will go a long way towards making your app marketing strategies more successful. Ideally your organization will benefit from regular, ongoing communications among all the key players, from app development and business stakeholders to you as the app marketer and even to outside partners such as your agency. By bringing everyone together as a team, you have an opportunity to get everyone on the same page and build a successful app business.10 | | www.fiksu.com/ebooks
FIKSU CLIENT EXAMPLE: Major Telecom Services Provider One Fiksu client demonstrated this approach well. As a large corporation, it would have been easy for them to fall into a trap of having multiple apps managed by various business units. Instead, they: · Set up a central product group to focus on their apps · onducted weekly calls with an external developer, C the marketing and strategy people, and their external agency · Reviewed a six-month marketing calendar. This helped them hit multiple app marketing goals and minimize confusion and surprises down the line.11 | | www.fiksu.com/ebooks
2. Put Dedicated Marketing Resources Behind Your App Apps are revenue-generating vehicles and deserve dedicated marketing resources. Capturing and maintaining app market share requires marketing resources, just like any other product. It’s no longer enough to simply market your apps at your traditional customer touch points. To build market share, brands must go out and get app users through proactive marketing – and this takes resources. According to the Mobile Marketing Association, marketers currently allocate less than one percent of their marketing budget to mobile advertising. However, based on the MMA’s detailed ROI analysis of mobile, the optimal percentage of a marketing budget to spend on mobile is seven percent, on average, and up to nine percent for brands with higher app involvement.13 Many big brands have started to put the necessary budget and staff behind the marketing of their apps, and those are the two key components. It takes people “ The Creative Ideas app allows users to find inspiration and home power to manage the strategy and execution across the many mobile app market- improvement content ing vehicles, and as the MMA describes, the scope of the mobile app opportunity where and when they also deserves a significant app marketing budget, separate from other channels. want to interact with it. We are at almost 800,000 ” App marketing budgets should also be planned for ongoing promotion. Limit- issues downloaded. ed-time “burst” campaigns can quickly boost an app’s rank and drive downloads, -- Sandy Culver, but the effects don’t last. To maintain visibility in the app marketplaces and bring Consumer Marketing Director, Lowe’s Home Improvement 14 in new users on a continual basis, your app promotion needs to be ongoing.12 | | www.fiksu.com/ebooks
3. Set App-Oriented Marketing Goals As with any marketing program, mobile app • Rank – Reach (and maintain) a target app store rank, either overall marketing programs should be measured against and/or in-category specific, measurable goals. App marketing • Downloads – Generate a certain number of app downloads on presents an entirely new range of marketing goals, a daily/weekly/monthly basis with different corresponding strategies and tactics. • Cost-per-download – Stay below a threshold cost to generate downloads You’ll most likely wind up with several goals, • Loyal user acquisition – Drive downloads from users that make some primary goals that directly reflect on your a purchase, use the app repeatedly, or take other actions that support your overall app strategy marketing successes, and other secondary goals that measure more detailed aspects of your • Revenue – Hit targets for revenue generated directly through the app campaigns. What’s important is to consider • Organic user acquisition – Acquire a target number of organic users your goals beyond the obvious goals of rank or – those who download the app without paid marketing influence downloads, through what you’re trying to achieve • Key performance indicators – Post-download user actions: for the business after the download, and align repeat use, clicks, session length, clicks to online store, in-app purchase, other your marketing strategies to these goals. • Competition – Achieve higher app store rank or more downloads that competitors • New customer acquisition – Acquire a target number of new customers • Existing customers – Generate a target number of downloads from existing customers • Geography – Generate a target number of downloads in key geographies • Velocity – Meet defined metrics within specific timeframes13 | | www.fiksu.com/ebooks
FIKSU CLIENT EXAMPLE: Leading Fashion Retailer Client Goals • hile rank goals aren’t ideal for every brand, this brand-name W fashion client knew that store visibility was going to be essential to acquiring the large numbers of users needed to hit their in-app purchase goals. • heir app was new, so they set an achievable rank goal of top T 30 in their category. Based on their research and comparative data, they knew that getting into the top 30 would help them generate large numbers of users cost effectively. How Fiksu Helped • sing a combination of Fiksu’s centralized media buying U and optimization technology, they were able to achieve a rank between 20 and 30 within weeks • And they’ve maintained it to this day, over one year later.14 | | www.fiksu.com/ebooks
4. Market Your App On Mobile Media Some brands with large customer bases are confident that they can drive a lot of users simply by promoting apps through their existing customer touch points, such as stores, web sites, or traditional mass media channels. However, many marketers have found that promoting their apps through these channels is no longer enough. Brands are now committing an ongoing portion of their overall marketing spend to promoting their apps where mobile users are: mobile advertising networks and real-time bidding exchanges. Advertising on these dedicated mobile media channels is the fastest way to build and sustain a large user base. It’s true that most users find apps in the app stores – but discoverability of any one app among thousands of competitors isn’t something you can count, no matter how well-known your brand is. The impact of mobile ad buys cannot be underestimated. Apps with high app store rankings and market share are almost always backed by continuous marketing in the form of paid media buys through mobile advertising networks and real-time bidding exchanges. These dedicated mobile channels enable brands to achieve an initial rank boost then maintain that rank over time to drive discoverability and installs.15 | | www.fiksu.com/ebooks
In addition to advertising on mobile channels, marketers have learned that working with several ad networks, rather than just one or two, increases their success by up to a factor of ten. This multi-network approach helps marketers reach their largest potential audience, guard against audience saturation, and maximize ROI by identifying opportunities for lower acquisition costs. There are different types of dedicated mobile marketing vehicles from which to choose: Ad Networks: Aggregate traffic from publishers like mobile web sites and apps that display ads. Incentive Networks: Provides a reward to a user that downloads and engages with an app. Otherwise known as an ‘install’. Apps with good initial engagement mechanics can obtain new users at a low cost. Examples of incentive networks include FreeMyApps and SponsorPay. “ We launched an iPhone app in the United States about a year and a half ago. Premium Traffic: Web and app publishers with their own ad serving capabilities It is now processing around and sell inventory direct to very large buyers or aggregators. Examples include 15% of all the WesternUnion. Pandora, The Weather Channel, and Twitter. com transactions that go out from the US. Europe will be the next area where we roll Real-Time Bidding Exchanges: A rapidly growing advertising channel where ” this out. high-speed, automated technology runs auctions on an impression-by-impres- sion basis. (See next page.) — Gregg Marshall, Global Head of Sales and Business Development, Mobile Transaction Services, Western Union 1516 | | www.fiksu.com/ebooks
The Emergence of Real-Time Bidding Exchanges One of the more rapidly growing developing ways app marketers are accessing mobile media is through real time bidding (RTB) exchanges. Real-time bidding gives marketers an effective, cost-efficient way to target precise audience segments -- one impression at a time. RTB achieves this through online auctions that work in the same manner as bidding on AdWords. RTB systems auction media inventory on a per-impression basis: every time an ad slot becomes available due to a user opening an app or mobile web page, an RTB exchange makes that impression available for bidding. Advertisers are given highly granular targeting data to programmatically evaluate the impression and generate a bid for the impressions. The exchange delivers the ad to the auction winner within milliseconds. This provides advertisers with the ability to reach high-value prospects at the cost they’re willing to pay, rather than purchasing bulk impressions. Real-time bidding offers one of the most cost-effective ways to identify, target, bid on, and buy impressions based on specific acquisition goals and at a target cost. Buying media impressions through RTB exchanges helps app marketers: • Access highly targetable traffic for better performance • Drive high-value users • Achieve substantial cost efficiencies • Realize higher marketing ROI17 | | www.fiksu.com/ebooks
FIKSU CLIENT EXAMPLE: Global Electronics Manufacturer Client Goals • large ad agency worked closely with Fiksu to deliver for their client A – a multi-billion dollar manufacturer of some of the world’s leading consumer devices. • he client had only a few weeks to acquire a large number of app T users globally, in 13 different languages. How Fiksu Helped • he agency worked with Fiksu to market their app T across dozens of ad networks, RTB, and direct publishers, with a goal of driving high volumes of usage during a worldwide marketing push. • he result: hundreds of thousands of app downloads T ahead of their deadline and under their CPA target.18 | | www.fiksu.com/ebooks
5. Target Optimal Store Rank Mobile media advertising will drive users to download your app. But it’s just as important to reach users who are browsing the app store for new apps – and the way to do that is to get your app into the top of the store rankings. If you’re not near the top, you’re not likely to be seen, never mind downloaded. Rank is all about acquiring organic users Organic users are those who install your app through natural discovery while browsing the app store, as opposed to those that are driven to the app by a paid ad. Organic users often become higher-value users – but in the rank-driven environment of the app stores, paid users have an important role to play beyond their individual value. As we’ve pointed out, high rankings are key to being discovered by organic app searchers – and one critical factor in ranking is total download volume: “ The mobile app is probably our first aggressive initiative the more downloads you get, the higher you rank. And that’s where paid users aimed at strengthening come in. loyalty among current and potential new guests. Paid mobile advertising continually drives more downloads, which raises your We wanted to deliver an extension of our brand app’s rank and visibility within the stores, so it can then be discovered by organ- experience and give people ic users. This is called “organic lift” and it should play a central role in your app a reason to engage with marketing strategy. ” the Denny’s brand. — John Dillon, Vice President of Brand Marketing Product Development, Denny’s 1619 | | www.fiksu.com/ebooks
Because rank is so critical to obtaining organic users, one method of achieving higher rank quickly is to conduct a burst campaign with an incent network. A burst campaign concentrates advertising spend over a short period of time to quickly drive a high volume of downloads. When done correctly, a burst campaign results in a prominent ranking in the App Store, causing a spike in organic installs. Once the campaign is generating a substantial amount of organic downloads, you can dial back the spend to just the level necessary to sustain your download numbers. Optimal rank To capture organic users most efficiently, it’s important to think in terms of optimal rank, rather than simply highest rank. This is because there is a point of diminishing returns associated with rank. For example, an app may get more organic users at rank 5 than at rank 10 – but the cost of maintaining rank 5 might more than offset that advantage. Marketing platforms such as Fiksu’s use algorithms to determine an app’s “ We now have planograms for every store in our app, so optimal rank by monitoring the relationship between ad spend, rank, and we know every item that’s on organic downloads, then optimizing campaigns to deliver the rank that drives a shelf by store and where the most organic users at the most efficient cost. it’s located. You can create a shopping list in the app and there’s a button that with As you develop your user acquisition plan, think not only in terms of download one click, the items on your numbers, but also in terms of number of organic users. As you track your list appear on the store map, advertising program, you will be able to track your organic lift and optimize to it. which is a representation of ” the store. — Rich Lesperance, Director of Digital Marketing and Emerging Media, Walgreens 1720 | | www.fiksu.com/ebooks
FIKSU CLIENT EXAMPLE: Multinational Media Corporation • multinational media organization went from treating their app as A a loss leader to expecting ROI results – and achieving them. • ith both Android and iOS apps, they attained a top ten ranking W in their category with their initial app marketing efforts. • owever, over time they realized that even though they had the H budget to stay top 10, their overall campaigns were more effective when they targeted ranks in the low 20s.21 | | www.fiksu.com/ebooks
6. Target Loyal Users As you run your advertising across mobile ad networks, you will also want to think in terms of “loyal user” acquisition – not just downloads. A loyal user is a user who takes actions that lead back to ROI. For example, a loyal user may be one who: • Uses the app repeatedly • Clicks through to your online store • Downloads a coupon • Makes an in-app purchase • Places an order • Registers for a service or newsletter Whatever the conversion metric is, it is loyal users on whom you build your app business. “ Starwood has seen a 300 percent increase in mobile A download, or even an app launch, doesn’t mean that you have a loyal user booking revenue generated this year compared to the that translates into a business result. Data shows that many users abandon an same time last year, per the app after one or two uses, and that high download numbers are often just part hotel chain. “This data is of a high churn rate. To truly drive business from your app, loyal user a serious indication to the acquisition is more important than driving large volumes of downloads. ” future of booking travel. And there are technology solutions available that help you identify and target — luxurydaily.com, 12.12.12 18 these loyal users.22 | | www.fiksu.com/ebooks
7. Use Optimization Technology To Drive Marketing Performance Optimization is one of the most The best optimization technology employs intelligent critical components of your app algorithms that evaluate thousands of targeting com- marketing program. binations. That can include variables such as networks, This is because mobile ad targeting is not as sophisticat- time of day, device, operating system, geography and ed as what you’re used to when working with traditional more. Those algorithms also depend on having a mas- marketing vehicles. As you plan your mobile media buys, sive database of historical outcomes - billions of events there are limited targeting criteria to help you determine - to best predict how to allocate future efforts. This level which ad networks will cost-effectively deliver the of detailed optimization can’t be done manually. largest number of downloads, which will drive loyal users who spend money, and which will merely Plan your optimization up front. consume your budget. Too often, app marketers treat optimization as an after- thought. As programs run and they see that they’re not This is where optimization technology getting the results they had hoped for, they scramble to comes in. figure out how to readjust their mobile ad spend. With optimization technology, you can gain detailed insights into the marketing sources that are delivering Not all optimization is created equal. on your goals. Whether that’s driving loyal users, min- When evaluating marketing technology partners, imizing cost-per-download, or attaining optimal rank, you’ll encounter the term “optimization” used in many optimize lets you zero in on those outcomes during the different ways. For maximum value, it’s important to campaign. An optimization solution will help ensure that look carefully into exactly what an optimization solution your ad spend is focused on the marketing sources that really provides. are delivering the results and ROI you’re seeking.23 | | www.fiksu.com/ebooks
Characteristics to seek in an optimization solution There are five characteristics to consider when choosing an optimization solution: 1. Provides automated optimization 3. ntegrated with ad tracking I As your campaigns are running, automated and attribution optimization technology feeds performance data into Data obtained through ad tracking software or an optimization engine automatically, and uses network dashboards isn’t immediately actionable, algorithms to optimize media buys based on the best due to the manual nature of the data analysis. price/performance results. Report-based solutions They don’t build in any algorithms that make simply tell you which ad networks are performing optimization decisions, such as what media is most the best, leaving you to analyze large amounts of cost-effective, how to bid, or how to manage volume data and take action to adjust your buying plans and budget. across multiple networks. Unlike manual reporting-based methods, an integrat- 2. ptimizes on post-download events O ed approach allows you to take advantage of more Rather than optimizing based on download data, the detailed data and respond immediately to cost or solution should be able to track post-download user volume issues. Automated decision-making about events, such as the loyal user events we described in what media is most cost-effective, how to bid, strategy #6. This helps ensure that media spend is and managing bids and budget yields significantly allocated to the sources that are truly driving more cost-efficient results. business results.24 | | www.fiksu.com/ebooks
Characteristics to seek in an optimization solution 4. Enables Broad Media Deployment The optimization engine is integrated with ad networks and real-time bidding exchanges to enable optimization across your entire media buy simultaneously. It can also identify new media sources that are highly likely to perform well. 5. Provides Store Optimization The optimization engine monitors the relationship between ad spend, app rank, and downloads, and optimizes to achieve the rank that delivers the most organic users at the lowest cost. For more information, read Optimization for Advanced App Marketers.25 | | www.fiksu.com/ebooks
8. Choose a Proven Mobile Marketing Technology Partner As you get strategic about your mobile app marketing, you’ll want to partner with one or more vendors that provide technology solutions for app marketing. Traditional advertising agencies may have considerable expertise in user acquisition and brand marketing, but as we’ve described, mobile marketing demands very specific expertise and technology. Coca-Cola executive Tom Daly recently emphasized this idea, saying that one of his main goals for 2012 was finding and connecting with the best partners for mobile marketing. He mentioned that mobile marketing is a different skill set than digital marketing, and that his focus then and now was on finding partners who know how to really collaborate so he could “invest in the best” and execute on his vision for mobile.19 “ Mobile sales continue to rise sharply—up by 46.9%—and MillerCoors Director of Digital Marketing Steve Mura echoed the point, now account for 18.5% of describing how you need the right partners to help you win in the mobile space. “We need someone who lives and breathes mobile,” he said, both for total online sales. ” — Nick Dutch, Multimedia Manager, technology and for mobile media management.20 Domino’s Pizza Group 2126 | | www.fiksu.com/ebooks
One of the reasons these big brand executives are so eager to find partners for their app marketing is the range of technologies and skills required to succeed with mobile marketing: • entralized media buying – Partners that provide one central point of C contact to buy mobile media from numerous media sources. • d tracking and attribution – Software that tracks, measures and A reports on marketing performance, and also attributes user actions back to the original marketing sources. • pp usage analytics – Software that tracks and reports on how your A app is being used. • Optimization – Technology that uses algorithms to optimize your adver- tising to the marketing sources that deliver the best price/performance. If your agency manages your app marketing programs, you may want to explore with them the subject of partnering with a high performance mobile app marketing platform provider to help them drive results for your business.27 | | www.fiksu.com/ebooks
9. Test, Learn, Implement, Repeat As marketers, we often rely on extensive testing of Build testing into your budget promotional strategies, messaging, creative, and other In addition, as your campaigns and programs are aspects of our campaigns and programs before launch- running, it’s important to devote a percentage of your ing them on a grand scale. The same holds true for app budget to testing new media sources. There are dozens marketing, but it’s more important in the app marketing of excellent media sources on which to promote your world not to fall into the trap of “analysis paralysis” over apps, and there’s no way to know which will perform long periods, because the market moves so quickly. best without testing. Because mobile apps are a relatively new space com- From ad networks, to premium web and app publishers, panies can easily fall into the test and retest trap. What to RTB exchanges, you may be missing out on potential marketers need to understand is that the opportunity is opportunities to improve price/performance and large enough and happening fast enough that it’s more identify highly productive users if you don’t test new important to get out there in the marketplace rather sources on an ongoing basis. Identifying new media than to test and refine marketing programs over extend- sources also helps you avoid potential audience ed periods. You don’t want to get stuck in test and learn saturation when advertising for long periods of time. mode because the market is developing so rapidly: you need to be getting results now, before you may know the Media testing is also useful in identifying up-and-com- perfect approach. ing sources before they become mainstream, while their costs are relatively low, and helps you remain more It’s okay to test and learn what does and does not work, competitive by taking advantage of newer sources and to then make adjustments. That’s a key component before your competitors. of the optimization described in the previous section. As you see what works best you can then start to scale and refine your campaigns. But don’t wait for perfection before you dive in.28 | | www.fiksu.com/ebooks
10. Establish a Feedback Loop with App Development and Business Stakeholders You can do a great job marketing your app but, at the end App landing pages – A good feedback loop can help of the day, if the app doesn’t provide value to your users optimize app store landing page components, including and doesn’t work well, the app will not be successful. screen shots, app descriptions, ratings, and even In addition, even the most widely adopted app must be your icon. updated regularly in order to provide new motivations App consistency - If your company has multiple apps, for users to engage with it. Marketers are in a unique and particularly if they’re managed by different groups, position to gain insights to improve the app, as well as your input can help ensure consistency across them, the business impact of the app. including logo usage, cross promotion, and overall user experience. App marketers can add strategic value to the app busi- ness by establishing a formal feedback methodology Ad testing – You can conduct testing in new geographies with both the app business stakeholders as well as the to help the team make decisions on launching in new app development team. Set up a monthly or quarterly markets. feedback session with the stakeholders and review your Conversion rates – You can track app usage and findings and recommendations. conversions to see if an app is generating the desired There are a range of ways you can provide feedback: user engagement and ROI. Metrics reporting – You can study metrics regarding app You can be highly successful at marketing your apps downloads, store rank performance, cost-per-download, and getting them downloaded, but if they’re not used, organic lift, media source performance and other all that great marketing doesn’t matter. By establishing marketing metrics to provide insights that can help a marketing feedback loop with the business and guide decisions. development teams, you can make an impact beyond just promoting the app by contributing to the app development and business direction.29 | | www.fiksu.com/ebooks
Checklist: App Marketing Plan Template Developing 1. App name 2. Platforms (iOS, Android, etc.) a Mobile App 3. Marketing goals (Rank, organic users, downloads, cost-per-download, Marketing loyal users, revenue, other) 4. Key performance indicators (Clicks to online store, in-app purchase, Plan session length, repeat usage, other) 5. Geographies (Countries in which to run marketing programs.) 6. Marketing channels (Mobile ad media, PR, social media, display ads, search engine marketing, emails, etc). If your apps are strategic to your business, they should 7. Mobile media channels (Mobile ad networks, incent networks, bidding have the backing of a formal exchanges, etc.) marketing plan. Here’s a marketing template that you 8. Media plan (List ad networks, timeframe, cost structure [CPC, CPI, etc]) can customize to match your 9. App store landing pages (Components, creation, responsibilities) particular situation. 10. Marketing attribution and optimization strategy (What is the strategy, technology usage, responsibilities) 11. Ad network SDK integration with apps (Requirements, responsibilities) 12. Outside vendors (Ad agency role, partner selection, technologies) 13. Localization/translation (Languages, vendor) 14. Measurement and reporting (What is being measured, how, frequency) 15. Budget 16. Timeline30 | | www.fiksu.com/ebooks
Fiksu Mobile App Marketing Platform High-Performance App Marketing Campaign Planning and Implementation For Big Brands Fiksu’s experienced service team provides ongoing Is your company taking a strategic approach to mobile support from app marketing experts with strategic app marketing? Fiksu invites you to learn how we’re knowledge, deep experience, and the resources to help helping big brands build big app businesses with our you achieve marketing campaign excellence. Fiksu award-winning mobile marketing solutions. provides numerous services based on your needs, including: strategy and planning support, advertising Fiksu Mobile App Marketing Platform program development, and campaign execution. The Fiksu Mobile App Marketing Platform is used by businesses worldwide to remove the complexity from Agency Support app marketing and drive exceptional business results. Fiksu partners with advertising agencies to provide The Fiksu platform combines centralized mobile access to the Fiksu app marketing platform, along media buying with advanced attribution and optimization with expert support in a range of areas based on your technology, to help marketers acquire large volumes of agency’s requirements, including campaign planning quality, loyal users, with outstanding marketing ROI. support, access to mobile media sources, optimization technology and more. Centralized Media Buying from the World’s Largest App Media Inventory The Fiksu Platform is tightly integrated with top mobile media sources, for centralized buying from the world’s largest volume of mobile app media inventory. Fiksu provides access to 95% of the world’s - iOS and Android mobile inventory.31 | | www.fiksu.com/ebooks
Footnotes Page 2 1 CMO One-to-One: Hyatt Builds Loyalty With Integrated Marketing - eMarketer Page 3 2 eMarketer, Paid vs. Free Mobile App Store Downloads Worldwide, 2011-2016. September 11, 2012 3 ibid 4 http://www.growthink.com/content/10-incredible-mobile-marketing-statistics-every-entrepreneur-must-know 5 http://www.eweek.com/mobile/apps-marketing-and-the-cloud-gartner-predictions-for-2013/ 6 http://www.comscore.com/Insights/Blog/The_Imminent_Mobile_Commerce_Avalanche 7 http://www.eweek.com/mobile/apps-marketing-and-the-cloud-gartner-predictions-for-2013/ 8 Mobile First Look, 1/17/13, “Coca-Cola: Mobile – the closest you will get to your consumers” 9 http://www.luxurydaily.com/nordstrom-builds-cross-channel-engagement-with-interactive-mobile-app/ Page 6 10 http://blogs.wsj.com/digits/2010/04/13/abc-sees-success-in-ipad-app/ Page 7 11 Source: Localytics, July 2012 Page 8 12 http://allthingsd.com/20120924/ebays-mobile-momentum-100m-app-downloads-100m-items-listed/ Page 12 13 MXS: Mobile’s X% Solution, Mobile Marketing Association, August 2012. 14 eMarketer, “Lowe’s Crafts Creative Ideas for the iPad,” June 7, 2012. Page 16 15 eMarketer, “Western Union’s Mobile payments App Finds Its Niche,” October 16, 2012 Page 19 16 eMarketer, “Denny’s Serves Up Loyalty with Launch of Mobile-Local App,” July 12, 2012 Page 20 17 eMarketer, “Walgreen’s Mobile Tactics Include foursquare and Store-Inventory App,” November 5, 2012 Page 22 18 http://www.luxurydaily.com/starwood-boosts-mobile-booking-by-extending-spg-app-to-android/ Page 26 19 Mobile First Look, 1/17/13, “Coca-Cola: Mobile – the closest you will get to your consumers” 20 Mobile First Look, 1/17/13, “MillerCoors: Why mobile is a key social medium for the nation’s No. 2 brewer” 21 eMarketer, “Mobile Sales a Bigger Slice of Digital Revenues for Domino’s in the UK,” November 12, 2012”32 | | www.fiksu.com/ebooks