Product, Channels and Metrics
Hagenberg, March 5th, 2010
Mobile Monday Austria
App Marketing
Kjell Fischer (@KjellFischer)
apprupt (@apprupt)
Kjell Fischer, Managing Director apprupt
2 © 2010 apprupt GmbH • www.apprupt.com
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App Marketing
© 2010 apprupt GmbH • www.apprupt.com
App Marketing
App Marketing? It‘s easy, right?
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Your app? Your User?
?
Brigitte iPhone App. iTunes-Link: http://bit.ly/b7eQlO
© 2010 apprupt GmbH • www.apprupt.com
Sure, just get featured.
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Source: FutureTap 2009: http://www.futuretap.com/blog/one-year/
© 2010 apprupt GmbH • www.apprupt.com
Or, get featured.
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„The application was netting an average of about $80-$100/day, until it became a featured app on the Marketplace. Since then, sales have been phenomenal, netting an average of $435/day, with a one day record of $772 on Valentine's Day."
Edward Kim, Car Locator (Android)
© 2010 apprupt GmbH • www.apprupt.com
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App Marketing Is Not (Only) Getting Featured
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App Marketing = Get As Many Downloads As Possible
© 2010 apprupt GmbH • www.apprupt.com
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(App) Marketing‘s ONLY Rule
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Spend less than you earn OR earn more than you spend.
10 © 2010 apprupt GmbH • www.apprupt.com
Cost of Customer Acquisition
In other words...
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Earnings per Customer
Earnings per Download Cost per Download
Earnings per Download Max. Spendings per Download
Earnings per Download Ø Earnings per Customer Lifetime
© 2010 apprupt GmbH • www.apprupt.com
Does your customer lifetime value look like this?
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EUR 0,79 app EUR 0,61 / download
© 2010 apprupt GmbH • www.apprupt.com
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Spend Less Than You Earn
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Appvertising
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Advertising a paid app.
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CVR Click to Download 1 %
App Revenues EUR 7,15
Cost per Click EUR 0,05
Cost per Download EUR 5
© 2010 apprupt GmbH • www.apprupt.com
Conversion rates vary massively.
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30,67%
18,45%
27,13%
20,18%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
Productivity Gaming Location Lifestyle
apprupt Conversion Rate Paid Apps Productivity
Gaming
Location
Lifestyle
© 2010 apprupt GmbH • www.apprupt.com
Advertising a paid app.
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Cost per Click EUR 0,10
CVR Click to Download 15 %
Cost per Download EUR 0,66
App Revenues EUR 0,95
© 2010 apprupt GmbH • www.apprupt.com
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App Refferals / Recommendations
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How do users discover apps?
How do you discover the apps you decide to download? (check all that apply)
62% 60%
46%
30%
19%
10% 13%
0%
10%
20%
30%
40%
50%
60%
70%
Searching for a specific type of
app
Browsing through top app store
rankings
Word of mouth (recommendaCons from friends or colleagues)
See ads while using other apps
Press/news arCcles or blogs
A brand I know introduces an app and reaches out to
me
Other
Source: Admob, 2009: http://www.slideshare.net/guestc0de5a/admob-iphone-apps-survey-2009
© 2010 apprupt GmbH • www.apprupt.com
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Getting more downloads out of a download.
Screenshot, Doodle Jump. iTunes-Link: http://bit.ly/cG9ckc
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The free / paid strategy.
25%
24%
57%
15%
32%
22%
75%
76%
43%
85%
68%
78%
0% 20% 40% 60% 80% 100%
Apple
BlackBerry
Android
Nokia
Palm
Windows
Percentage Free Percentage Paid
App Stores: Free/Paid Shares iCombat Sales as a % of Lite Downloads
Gross Sales U.S. Global Conversion Rate 8,73% 6,53% 1 month increase in sales 496% 450%
Source: iCombat, 2009: http://bit.ly/4GrEn3
Source: Distimo, 2010: http://bit.ly/bYGe4C
© 2010 apprupt GmbH • www.apprupt.com
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Developers pay EUR 0,35 or 30% of of net revenues per download.
© 2010 apprupt GmbH • www.apprupt.com
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Earn More Than You Spend
© 2010 apprupt GmbH • www.apprupt.com
How much is your customer willing to pay?
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„ “
Average Category Prices (United States)
1,69
2,94 2,55
2,07
4,68 4,73
2,31 1,67 1,40
3,23 2,70
1,85
3,61 4,30
3,27
1,89
4,71
9,3
4,94
8,93
14,77
12,71
9,5
7,89
0
2
4
6
8
10
12
14
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Entertainment Finance Navigation & Travel
News & Weather Productivity Reference Social Networking
Utilities / Tools
Apple App Store ($) Blackberry App World ($) Google Android Market ($)
Source: Distimo, 2009: http://bit.ly/ckbueD
iPhone-Ticker.de
© 2010 apprupt GmbH • www.apprupt.com
How much do you want to earn?
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2,25
8,96
0
1
2
3
4
5
6
7
8
9
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Average Price Top Paid Average Price Top Grossing
In USD
Average Prices
Source: Distimo, 2010: http://bit.ly/bYGe4C
© 2010 apprupt GmbH • www.apprupt.com
In summary…
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Get the basics right
Know your customer
Know your metrics
Become an expert
Use the tools
© 2010 apprupt GmbH • www.apprupt.com
Or, just get featured.
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Source: return7, 2009: http://blog.return7.com/what-happens-when-apple-features-your-app
© 2010 apprupt GmbH • www.apprupt.com
Image Credits.
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http://www.flickr.com/photos/tonytoo/3683219335/
http://www.stretchinternet.com/images/money2.jpg
http://www.mkbergman.com/wp-content/themes/ai3/images/2009Posts/090220_money_stack.jpg http://z.about.com/d/homerenovations/1/0/a/E/-/-/LightBulbDrawing.png http://www.rowva.k12.il.us/Elementary/Third%20Grade%20Web%20Page/images/math.jpg
© 2010 apprupt GmbH • www.apprupt.com
Thank you!
apprupt GmbH
Friedensallee 9 22765 Hamburg Germany
apprupt® - App Affiliate Network
Kjell Fischer, Managing Director Mob +49 151 – 22 63 47 61 [email protected]
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Selection of Publishers:
© 2010 apprupt GmbH • www.apprupt.com