the 4ps of mobile app marketing
Post on 11-Sep-2014
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DESCRIPTION
We explore the 4Ps of the mobile app marketing mix examinngTRANSCRIPT
© Copyright 2012 Codengo Pty Ltd. All rights reserved.1
JT Klepp & Chris Joneswww.jtklepp.com www.codengo.com
Agenda – Marketing Mix for Mobile Apps
I. Introduction to CodeNgo
II. Product
III. Place
IV. Price
V. Promotions
VI. Case Study – The Tonight App
Alternate App Store Distribution
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© Copyright 2012 Codengo Pty Ltd. All rights reserved.6
PRODUCT
Understand your Value Proposition
Value =Benefits
Cost
Understand your Value Proposition
Source: www.jtklepp.com
Example: Value proposition for Smartphones
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Value =Benefits
Cost
Understand your Value Proposition
Example: Foursquare
Entertain
Status
Discovery
“Notification overload”
“Bathurst effect”
DiscoverIncrease installed user base
MonetizeIncrease revenues
AnalyzeOptimize your value proposition and revenues
EngageIncrease user activity
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Instagram15 Million Users Love Instagram! It’s a free, fun and simple way to make and share gorgeous photos on your iPhone...
SpotifyWe’re the #1 music app in the App Store - check out the 5 star ratings below!
Draw Something FreePlay the Free version of Draw Something, the most popular social drawing and guessing game in the App Store with over 7 Billion drawings created!
TumblrFollow the world’s creators. Post anything: Share photos, video, quotes, chats, links, and text...
Quick to the point: Explain value prop,what solution the app provides, what people can do with the app
Provide social proof (if possible)
Practical Example: Value in the first line
Practical Example: Value in the first line
Instagram15 Million Users Love Instagram! It’s a free, fun and simple way to make and share gorgeous photos on your iPhone...
SpotifyWe’re the #1 music app in the App Store - check out the 5 star ratings below!
Draw Something FreePlay the Free version of Draw Something, the most popular social drawing and guessing game in the App Store with over 7 Billion drawings created!
TumblrFollow the world’s creators. Post anything: Share photos, video, quotes, chats, links, and text...
Source: POM8.com
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Practical Example: Wrap up and keep it real
Keep the language non-techie. Add testimonials
Make sure to have calls to action
Be honest: If this is a fremium app, or atrial – let people know they will have to pay to unlock the full app
© Copyright 2012 Codengo Pty Ltd. All rights reserved.14
PLACE
http://www.hard-lessons.com/wp-content/uploads/2010/02/Confused-Etc-Road-Signs.jpg
Over 1.1 Millions Apps!
30 Million Unique Visitors/Month
100 Million Downloads/Month
The World’s Best Selling Smartphone Vendor
App Store Pre-loaded to Millions of Handsets
Generates 3x more revenue/daily user than Google Play
Expanding to Europe
“Too Damn Hard Bucket”
Is Your App Sold Here?
© Copyright 2012 Codengo Pty Ltd. All rights reserved.22
PRICE
© Copyright 2012 Codengo Pty Ltd. All rights reserved.23
Decide on you model
Ads In-appPay-per-download
Format(Banners, text, rich media)
Ad exchange
Ad network
Virtualcurrency
Try/buy
Subscriptions
© Copyright 2012 Codengo Pty Ltd. All rights reserved.24
Or simply sell it
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Understand differences
AUD: 7.76 7.38 6.61 7.49
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Understand differences
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• Research top app stores in your target markets
• Price according to what the market is used to
Understand differences
http://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg
PROMOTION
Your App??
Click Thru Rates for Mobile & Digital Campaigns are typically less than 0.5%
Non-Incentivized PPD means you pay for downloads and increases the likelihood that the consumer actually wants your app
A Case Study in Offline Marketing – Rob Kawalsky
Thank You!
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