Some thoughts on promotion, marketing and revenue generation for people building apps.
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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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Some thoughts on promotion, marketing and revenue generation for people building apps.
- 1. Eamonn Carey Head of Digital, MHP Communications @eamonncarey eamonn.carey@mhpc.com 05 October 2013 Marketing your app
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- 7. Before we start -‐ some reality 7
- 10. 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 10
- 11. Talk to the right audience • Research where your potenEal users congregate • Find the right forums, blogs and plaGorms • Engage with them 11
- 12. 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 12
- 13. 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? 13
- 15. 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 15
- 16. 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% 16 Source -‐ Bain/Market Metrics
- 17. Paid search 17 • 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
- 18. How much does a user cost? 18 Source -‐ Fiksu indexes
- 19. 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 19
- 20. 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 20
- 21. Revenues 21
- 22. 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 22
- 23. 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 23
- 24. 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 people Examples • Unlockable secEons or tools • Unlimited turns or lives • ‘Save me’ • Remove ads from app 24
- 25. In-‐app ads 25 Source -‐ PlacePlay
- 26. 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 26
- 27. 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 27
- 28. 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 28
- 29. 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 29
- 30. 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 30