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This is a presentation I gave at Mobily's Developer Day in Riyadh on the 5th of October 2013. In it, I look at how to promote your app, how to go out and find users and how to potentially generate revenues. Hopefully it's useful - if you have any questions, all my contact info is on the final slide.
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Eamonn CareyHead of Digital, MHP Communications
05 October 2013
Marketing your app
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My first love
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What everyone wants
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The reality
Before we start -‐ some reality
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Pre-‐launch and launch
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Product market fit
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Make it social
• Connect to Facebook, Twi7er, Game Centre, your phonebook or anywhere else that can help you grow your userbase• Don’t be spammy! These are powerful tools. Use them in moderaEon• The right tools can be used as a direct channel to your market
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Talk to the right audience
• Research where your potenEal users congregate • Find the right forums, blogs and plaGorms• Engage with them
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Manufacture scarcity
• Create demand by making something slightly more difficult to get• Don’t make it impossible or una7ainable for normal users, but just ask for a li7le effort
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Remember
• Users need to be pulled in -‐ they will not find you just because you think they will• Connect with users, influencers, bloggers and journalists early and oNen -‐ don’t annoy them, but do make them feel that their opinion is valuable • Use TestFlight or other apps to let key influencers or journalists get a sneak peek at your app• A/B test -‐ look at the numbers -‐ see what’s working and what’s not and learn from that• Examine potenEal partnerships -‐ you’re in a room with some very smart people from Mobily -‐ could you work with them, a local brand or local media organisaEon?
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Scaling and retenJon
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Using your users
• Can you use your users to grow?• Dropbox generates 3m+ referral links a month -‐ cheaper than paying $233 to $388 for a paying subscriber • As before, don’t be spammy -‐ make it worth your user’s while
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Give users a reason to come back
• A 5% increase in customer retenEon can mean a 30% increase in profitability for companies• The probability of selling something to an customer is 60/70%, with new users, this is just 5%-‐20%
16Source -‐ Bain/Market Metrics
Paid search
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• A hugely effecEve way to find your audience• CPA costs in the Middle East tend to be slightly lower than in other markets• No shortage of inventory or networks to work with
How much does a user cost?
18Source -‐ Fiksu indexes
Talk to your customers
• Simple, automated emails create a feedback loop and make people feel valued• Incredibly valuable way to get feedback from people who are not obliged to say nice things. • ConEnue to engage with press, bloggers, influencers and others
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Remember
• Launching your product is only the start • Most apps are downloaded and used less than 10 Emes• The best way to counter this is to turn your users into your biggest advocates -‐ make it worth their while• Paid search is an amazing way to juice your DAU and MAU numbers, but it can be a false economy -‐ you want recurring users rather than one-‐off downloads• Don’t neglect the press, media and influencers you culEvated pre-‐launch• Always listen, learn and adapt
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Revenues
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Why don’t apps make money
• Think back to product market fit -‐ revenue needs to be something you think about before you start -‐ where do in-‐app purchases happen, where are ads/rewards/incenEves relevant, how do I maintain scale• Most app developers are not salespeople• Mobile adverEsing and IAP ecosystem is sEll growing
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The opportunity
• Great, well designed apps which are well thought out can sEll rise to the top• Brands, organisaEons and businesses want in on this market• Huge opportuniEes exist for partnerships, sponsorship and more• The right partners not only deliver revenues, but also scale• The mobile adverEsing ecosystem is gefng more robust -‐ CPA, CPC and CPM rates are increasing and bigger brand buys are happening on mobile
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In-‐app purchases
• Make them must-‐haves• Does it tap into the fear of missing out?• Don’t annoy people -‐ make sure they can sEll play the game or use the app without IAP• Keep it simple -‐ too many opEons confuse and annoy peopleExamples• Unlockable secEons or tools• Unlimited turns or lives• ‘Save me’• Remove ads from app
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In-‐app ads
25Source -‐ PlacePlay
The difficulty
• eCPM rates and average revenue per daily acEve user (APRDAU) are low outside the US• Lots of mobile ads are poorly designed, lead to non-‐mobile desEnaEons and are not naEve to your app• Customers hate mobile ads
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The opportunity
• More and more mobile ad networks are coming on stream every day• Test, test, test and adapt -‐ look who is offering the best inventory
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NaJve ads, rewards and incenJves
• The best ads are ones that don’t feel like ads• Rewards, incenEves and in-‐app placement works incredibly well
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The big opportunity -‐ partners
• Partners have scale, budget and a markeEng machine that can help make you a real success• Sponsorship markeEng offers both partners an opportunity to win
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Remember
• Think of how you’ll generate revenues early and oNen• Look at ways of integraEng the revenue generaEon process into your app in a seamless way• Talk to businesses and partners -‐ you’ll find a lot of people are open to co-‐promoEons, sponsorships and more• Read -‐ there are countless threads on Quora and arEcles elsewhere talking about new methods of generaEng revenues• Don’t just make money for making money’s sake• Don’t annoy your users
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