Mobile App Marketing Super Practices: Strategies that Accelerate Mobile App Business Growth
Hear Steve Bagdasarian, mobile app marketing authority, industry speaker and VP at Fiksu, explain how to unlock the secrets to generating large numbers of downloads by the users you value most. You’ll learn proven marketing approaches used by leading mobile app businesses to increase app store ranking and drive large download volumes – from profitable, loyal users. In this session, you'll:
Learn how to drive downloads from profitable users
Hear about leading-edge mobile app marketing tools used by leading businesses
Learn methods to increase download volume and reduce user acquisition cost
Steve Bagdasarian, Director of Business Development - Fiksu
4. The Reality for App Marketers
• Very time consuming – resource intensive
• Spend to reach user acquisition goals
• Often overpay
• Focus on download volume
• Hope for users who convert
6. Super Practice #1
Work with Multiple Traffic Sources
• Reach your largest potential audience
• Identify the best performing sources
• Realize the lowest‐possible acquisition
• Avoid saturation which results in higher
acquisition costs
7. Super Practice #2
Focus on Acquiring Loyal Users
• Users who take an action that ties back to ROI
• Purchases, repeat Usage, registration
• Move from:
Volume‐based Download Acquisition model to
ROI‐based Loyal User Acquisition model
• Scale business in ROI‐positive way
8. Super Practice #3
Drive Downloads from Organic Users
• Users who download your app without
marketing influence
• High lifetime value
• Propensity to become your loyal users
• Organic lift
– The natural “coattail effect” that conversions
have on the acquisition of organic users
9. Super Practice #4
Optimize Ad Spend – in Real Time
• Track marketing data in real time
• Optimize ad spend to sources generating the
most efficient results
• Improve ROI
10. Super Practice #5
Determine Optimal Category and Rank
• Target category and rank that generates the
most loyal users for the lowest cost possible
• Consider whether your app can do better in
an alternative category
• Consider category when setting your rank
target
11. Super Practice #6
Test Multiple Creative
• Test ad units for:
– Cost per click
– Cost per conversion
– Cost per loyal user
• Understand the overall funnel but most
importantly the cost to generate loyal users by
ad unit
16. Lemon’s Solution – Fiksu for Mobile Apps
• Analyzed different ad creative
and messages
• Lemon’s ad spend to punch up
their app’s visibility in the app
stores
• Focused ads on targeting loyal
users versus just downloads
• Expanded their traffic sources
17. Lemon’s Results
• Expanded its loyal user base while reducing cost to
acquire loyal users by 50%
• After just one week:
– Android app went from #83 to #31 in the
Productivity category
– iOS app was top 100 overall (out of 500,000+)
– iOS #2 rank in the Productivity category
– Was featured by Apple
18. Put These Super Practices
To Work For You
Contact Fiksu Download our Free eBooks
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Website: www.fiksu.com
Twitter: @fiksu