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Holiday Mobile Marketing
Strategies for Apps
Kathy Pattison
VP, Marketing
	
  	
  	
  	
  	
  	
  @fiksu,	
  @kathypa-son
Mobile Marketing Summit
800CLIENTS 2900APPS
40 of 502013 TOP GROSSING APPS
Data driven mobile
marketing platform
About Fiksu
3.2 BillionDOWNLOADS 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
ChristmasHanukkah
Begins
Black Friday
Dec 25Dec 16Nov 28 Jan 1Sept - 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 5.0M6.0M5.3M$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 6.8M6.4M6.4M$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?
Kathy@fiksu.com
www.fiksu.com
@fiksu
@kathypattison
Learn more:
www.fiksu.com

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Mobile marketing summit nyc holiday mobile marketing strategies for apps

  • 1. Holiday Mobile Marketing Strategies for Apps Kathy Pattison VP, Marketing            @fiksu,  @kathypa-son Mobile Marketing Summit
  • 2. 800CLIENTS 2900APPS 40 of 502013 TOP GROSSING APPS Data driven mobile marketing platform About Fiksu 3.2 BillionDOWNLOADS GENERATED Boston Northampton San Francisco London Helsinki Singapore Tokyo Seoul
  • 4. 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
  • 5. 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
  • 7. Holiday Timeline Sept/Oct November December January New Apple & Samsung devices released New Years 2014 ChristmasHanukkah Begins Black Friday Dec 25Dec 16Nov 28 Jan 1Sept - Oct
  • 8. 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
  • 9. 4.6M 5.0M6.0M5.3M$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
  • 10. 5.7M 6.8M6.4M6.4M$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
  • 11. 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
  • 12. 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
  • 13. So Which Is It: Volume or Value? Peak growth (volume): maximize downloads = = Which is right for you? Value: maximize ROI
  • 14. 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
  • 15. § 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
  • 16. § 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
  • 17. 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
  • 18. 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
  • 19. …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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. Thank You! Want to talk? Kathy@fiksu.com www.fiksu.com @fiksu @kathypattison Learn more: www.fiksu.com