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Supporting material of the Master en Marketing Digital. Slides are partially written in Spanish.
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Mobile MarketingHugo Pibernat
UAB Master · March 2014
–Simon Sinek
“Is not what you do, is why you do it.”
Datos Contexto
Conocimiento Sentido común
WhatHow Why
1:5Only 1 in 5 phones is a smarphone
Apps
• Multitouch
• Better performance
• Rich interfaces
• AppStore presence
• Push Notifications
Why iOS first?
Business models
¿Why is mobile a revolution?
New B2C channel
Direct return
Virtual GoodsLicenses
The user pays
Direct return
Virtual GoodsLicenses
The user pays
Direct return
Virtual GoodsLicenses
The user pays
Indirect return
Value generationAdvertisement
A third party pays
Indirect return
Value generationAdvertisement
A third party pays
Indirect return
Value generationAdvertisement
A third party pays
How do you generate value?
Some numbers
• Square: processes $25 million/day
• Angry Birds: +1billion/downloads
• Instagram: +100 million users
Exercise
Is it always positive to have more users?
Mobile usage
How much?
8% video hours !
15% internet traffic
40% any-age users read the news
Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
No In App Purchase 7% vs. 93% InApp Purchase
Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
No In App Purchase 7% vs. 93% InApp Purchase
Non games 17% vs. 83% Games
Advertising
Advertising
• ~10% of digital advertising is mobile
• ~2% of all advertising is mobile
Native Ads
• Ads in timelines
• Sponsored content
• Geo-located ads
• Shareable ads
• Activity-linked ads
Marketing goals
+ profits - costs
+ satisfaction
¿What is the focus of marketing?
¿What is the focus of marketing?
The user
Areas of Action
Acquisition - Conversion - Engagement
Games
All-time Top-grossing Apps1.Angry Birds
2.Fruit Ninja
3.Doodle Jump
4.Cut the Rope
5.Angry Birds Seasons
6.Words with Friends
7.Tiny Wings
8.Angry Birds Rio
9.Pocket God
10.Camera+
From Business Insider, March 2012
All-time Top-grossing Apps1.Angry Birds
2.Fruit Ninja
3.Doodle Jump
4.Cut the Rope
5.Angry Birds Seasons
6.Words with Friends
7.Tiny Wings
8.Angry Birds Rio
9.Pocket God
10.Camera+
From Business Insider, March 2012
GAMES!!
Current Top-Grossing Apps
Current Top-Grossing Apps
GAMES!!
Candy Crush Saga
SEO
Create content of quality
What is virality?
Virality is the speed of reference.
Exercise:
How do we measure virality?
Analytics
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Ingredients
Knowledge
Data
Visualization
Data Overload
Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Charts
Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Charts
AGILE DATA-DRIVEN
ANALYTICS
Mobile Analytics
• Google Analytics
• Localytics
• Malcom
• Adobe Omniture
• Custom (BigData)
Measuring success
Key Performance Indicators
What is the value of a user?
• Virality
• Retention
• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play game model”
What is the value of a user?
• Virality
• Retention
• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play game model”
CLV
False friends
Revenue per dayNumber of registered users
Number of downloads
The big flip in analytics
User basedSession based
Cross-Platform tracking
Google Universal Analytics
A veces los datos nos engañan
0
12,5
25
37,5
50
April May June July
Nunca pierdas el instinto
Strategy
–Simon Sinek
“Is not what you do, is why you do it.”
SOcial LOcal
MObile
Adquisición > Local
¿Nos afecta la competencia de negocios locales?
‣ analizar en Google Analytics CTR para localidades con o sin competencia local
‣ a/b testing copy anuncio: con o sin teléfono
‣ a/b testing copy anuncio: destacar inmediatez
AdWords Extensions
Click to BuyClick to CallClick to Drive
QR Codes
Grant Berry Farms
Be user friendly
Seamless experience UsabilityHyperrelevance
A few words on gaming
Gaming = User Experience
Crea la mejor experiencia de usuario posible.
Jugadores
Pagadores
–Simon Sinek
“Is not what you do, is why you do it.”
equilibrio entre habilidades y retos
Habilidades
Reto
Habilidades
Reto
Flow
Flow: equilibrio entre
habilidades y retos
En flow gozamos más
0
25
50
75
100
1 2 3 4 5 6 7 8 9
0
25
50
75
100
1 2 3 4 5 6 7 8 9
Habilidades
Reto
Si un nivel es muy difícil…
Habilidades
Reto
Si un nivel es muy difícil…
Habilidades
Reto
Si un nivel es muy difícil…
Habilidades
Reto
Si un nivel es muy difícil…
Esfuerzo exigido
Habilidades
Reto
Si un nivel es muy difícil…
Habilidades
Reto
Si un nivel es muy difícil…
Habilidades
Reto
Ayudemos al usuario!
Habilidades
Reto
Mejoras en la experiencia
Ayudemos al usuario!
Habilidades
Reto
Mejoras en la experiencia
Ayudemos al usuario!
Antes
0
25
50
75
100
1 2 3 4 5 6 7 8 9
Después
0
25
50
75
100
1 2 3 4 5 6 7 8 9
Habilidades
Reto
Habilidades
Reto
Frustración
Habilidades
Reto
Aburrimiento
Frustración
Retener a los usuarios
Mantener a los usuarios en flow
–Simon Sinek
“Is not what you do, is why you do it.”
El loop viral
Juega donde quieras
Juega con quien quieras
Juega tanto como quieras
¿He llegado ya a la cúspide?
% User Renewal
User lifetime
% User Renewal
User lifetime
New game
% User Renewal
User lifetime
Early adopters
% User Renewal
User lifetime
Maturity
% User Renewal
User lifetimeSuper hit
% User Renewal
User lifetime
% User Renewal
User lifetime
% User Renewal
User lifetimeAlta monetización
Alto gasto en adquisición de
usuarios
A few words on innovation
No todo es performance marketing
El elefante y la estaca
No limiting beliefs
Be a hero!
Back to the product
–Simon Sinek
“Is not what you do, is why you do it.”
Solo el usuario es más importante que el
producto
Test & Decide
Test & Learn
–Simon Sinek
“Is not what you do, is why you do it.”
Pon todo lo que tienes en todo lo que haces.
–Simon Sinek
“Is not what you do, is why you do it.”
Mobile MarketingHugo Pibernat
UAB Master · March 2014
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