Transcript

Holiday Mobile Marketing Strategies for Apps

Kathy Pattison VP, Marketing            @fiksu,  @kathypa-son

Mobile Marketing Summit

800 CLIENTS 2900 APPS

40 of 50 2013 TOP GROSSING APPS

Data driven mobile marketing platform

About Fiksu

3.2 Billion DOWNLOADS GENERATED Boston

Northampton San Francisco London

Helsinki Singapore Tokyo Seoul

The Countdown is On…

Why the Holidays Matter §  Who do you know who’s getting

a phone or tablet?

§  Device proliferation = app proliferation

§  App Store visibility matters for brands

Huge Opportunity

iPad Air iPad Mini iPhone 5c Kindle Fire HD Samsung Galaxy S4

iPad Mini (2nd gen)

iPhone 5s iPhone 4s Samsung Galaxy Tab 2

51%

26% 26% 23% 20%

17% 15%

10% 8%

Black Friday Weekend Device Growth (% Change from Previous Weekend)

Source: Localytics Nov. 2013

iOS

Android

New Devices Are Coming

Holiday Timeline

Sept/Oct November December January

New Apple & Samsung devices released New Years

2014 Christmas Hanukkah

Begins Black Friday

Dec 25 Dec 16 Nov 28 Jan 1 Sept - Oct

Historical Data Backs Up Holiday Impact Cost per Loyal User Index

$1.63 $1.79

$1.06 $1.38

October November December

$1.47 $1.43

$1.81

2011

2012

$1.67

2013

$1.75

CPLU – all time high

Steady increase

Steady costs

Summer 2014 – CPLU at an all time high

4.6M 5.0M 6.0M 5.3M $1.38 $1.29 $1.56 $1.67

2012 Holiday Results

November December January February

Thanksgiving, Black Friday, Cyber Monday

New Years

2013 Christmas

Volume CPLU

5.7M 6.8M 6.4M 6.4M $1.79 $1.59 $1.80 $1.75 November December January February

Thanksgiving, Black Friday, Cyber Monday

New Years

2014 Christmas

2013 Holiday Results

Volume CPLU

2012 vs. 2013 Holiday Results

2013

2012

2013

2012

2013

2012

2013

2012

2014

2013

2014

2013

2014

2013 2014

2013 November December January February

Volume CPLU

Good News: Volume was up across the board in 2013 Bad News: Costs were up across the board in 2013

How to Win the Holidays § Goals first

§ Volume vs. value

§ Holiday creative and content

§ Retarget as users change devices

§ Nurture your users for long-term loyalty

So Which Is It: Volume or Value?

Peak growth (volume): maximize downloads

= =

Which is right for you?

Value: maximize ROI

Volume v. Value

Valume: •  Blend of the two strategies •  Rank is a component – but not a goal •  Find specific times for rank pushes within a

longer-term value approach

Volume: •  Business goal: X million users •  Network effects •  Visibility important

= = Value:

•  Focused on ROI •  Need every user to be profitable •  Small/mid-sized companies

§ Use holiday themes in creative, content, landing pages § Customize virtual goods too § Be consistent throughout the experience § Even if you aren’t commerce oriented § Consider holiday apps/versions for extension § App stores tend to feature holiday-themed apps § Chance for “Top 10 holiday app” posts or articles

Add Some Holiday Spirit

§ Upgrade time can be cleaning house time or a re-discovery time

§ Re-engage before the upgrade § Retarget lapsed users on their new

device § 33% increase in app installs in first month

Retarget During Device Upgrades

iOS 8 Changes Impacting App Marketing §  App discoverability changes

- App Store top charts cut from 300 to 150 - New “Explore” tab in App Store to find apps - Spotlight search will now search App Store

§  Other updates - Widgets, actionable notifications, increased continuity between devices

We Recommend Updating Your App… §  Apps that update during the holidays see: - More sessions/user - 4x users/app - Shorter session length

§  One in three apps updates during the holiday

…But Don’t Forget: iTunes Connect Shutdown §  iTunes Connect shutdown

- Around 12/20 – 12/27? - No approvals, pricing changes

§  In the past, some updates have taken up to 3 weeks

§  Recommendation: get changes in by Nov. 30th

The App Store Freeze §  2009: About a week §  2010: 4 days §  2011: 48 hours §  2012: ~8 hours §  2013: The Year Without an App

Store Freeze §  2014: Expect the same

CASE STUDY: QuizUp

5.5M users in 1st month

CPIs around $1

Viral effects: 7 organic users for every paid user

Partnered with Fiksu for Nov 2013 launch to capitalize on increased holiday traffic

What’s Going to Happen This Year? §  Device sales figures will continue to astound

- 2013: 1.2B ~ 50% shipped in Q4 - 2014: 1.5B

§  Marketing costs are at all-time highs

§  Marketers will continue to get smarter about spend

Thank You!

Want to talk? [email protected]

www.fiksu.com

@fiksu

@kathypattison

Learn more: www.fiksu.com