working backward from amazon customers: audience marketing strategies - lauren stark

LAUREN STARK

@lestark uk . l inkedin .com/in/ laurenstark

WORKING BACKWARD FROM

AMAZON CUSTOMERS:

AUDIENCE MARKETING STRATEGIES

CUSTOMER OBSESSED

START WITH THE CUSTOMERAND WORK BACKWARDS

J e f f B e zo s

W H O A R E T H E

A M A Z O N

A P P S TO R E

C U S TO M E R S ?

W H E N D O

A M A Z O N

C U S TO M E R S

B U Y A P P S

A N D G A M E S ?

W H AT

E X P O S U R E

O P P O RT U N I T I E S

C A N C O N N E C T

M Y A P P TO

C U S TO M E R S ?

H O W D O I

A S K A M A Z O N

TO F E AT U R E

M Y A P P ?

WE’LL WORK BACKWARDS BY ANSWERING 4 QUESTIONS…

C O N N E C T I N G W I T H C U S TO M E R S : A U D I E N C E M A R K E T I N G S T R AT E G I E S

C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S

M A X I M I Z I N G Y O U R

E X P O S U R E

D I S C O V E R A B I L I T Y

O P P O R T U N I T Y



E X P O S U R E



CONNECT ING W ITH CUSTO MER S :

AUD IENCE MARKET ING STRATEG IES

CUSTOMER INSIGHTS

APPSTORE CUSTOMER PROFILES

ASPIRING FRUGAL

FAMILIES

BRAND CONSCIOUS

FAMILIES

EFFICIENT

ACHIEVERS

INFLUENTIAL

GEEKS

ASPIR ING FRUGAL FAMIL IES – MEET HELEN

Middle-aged women with children at home

Would rather spend money on family than technology

Catch up TV and casual games are her key tablet uses

I N S I G H T S

BRAND CONSCIOUS FAMIL IES – MEET RAVI

Young father who is constantly on the go. Balances time with children, friends and work

With little time for linear TV, he is a heavy user of catch up TV services

Sees technology as a status symbol

I N S I G H T S

INFLUENTIAL GEEKS – MEET KWAME

Spends free time playing video games on his tablet/phone on the go and PC/ console at home

Places high importance on using technology for entertainment

I N S I G H T S

A younger full-time professional or a student

EFFIC IENT ACHIEVERS – MEET DAVID

Very busy work schedule, often travelling

Uses technology primarily for business productivity

Passions include keeping up to date with current affairs and politics

I N S I G H T S

A MA ZON D E V I C E U S AGE

55% 45%

65%

35%

45% 55%

1 8 %of Fire TV Ownersalso have a FireT a b l e t

3 0 %of Fire TV Ownershave downloaded atl e a st o n e ga m e

Gender Split

1 9 %of Fire TV Ownersown BBC iPlayer, ITVH u b a n d A l l 4

Fire TV Usage Fire Tablets Usage

71%o f F i r e Ta b l e tO w n e r s h a v ed o w n l o a d e d a tl e a st o n e ga m e

29%o f F i r e Ta b l e tO w n e r s h a v ed o w n l o a d e d a tleast one social app

13%o f F i r e Ta b l e tO w n e r s h a v ed o w n l o a d e d a tleast one news app

A P P U S AGE BY G E NDE R

MATCH 3 GAMES RACING GAMES STRATEGY GAMES

35%

65% 55% 45% 58% 42%



E X P O S U R E





PURCHASING TRENDS

AMAZON APPSTORE NEW CUSTOMERS BY MONTH

THINK SEASONALLY & PLAN FOR D IG ITAL WEEK…

Feb 2015 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2016

UNIT DOWNLOADS

HOLIDAY 2015

Summer Holidays +

Prime Day

Holiday

Christmas Day

FAMILY GAMES

GOOGLE SEARCH TRENDS AND SEASONALITY

EDUCATIONAL APPS

PUZZLE GAMES GAMES FOR KIDS

N U M B E R O F S E A R C H E S – S O U R C E : G O O G L E A D W O R D S

Sales statistics sourced from Amazon.co,uk press releases

W E B E L I E V E I N A D I F F E R E N T A P P R O A C H T O

TABLETS —PROV ID ING PRE M IUM PR ODUCTS AT NON -

P R E M I U M P R I C E S — A N D C U S TO M E R S L O V E I T. I N

FA C T, W E ’ V E S E E N O U R F I R E TA B L E T S A L E S M O R E

T H A N D O U B L E Y E A R - O V E R - Y E A R A S A R E S U L T

H o l i d a y D e v i c e S a l e s

J o r r i t Va n d e r M e u l e n , V P, A m a z o n D e v i c e s E U

BIGGEST HOLIDAY EVER

FOR AMAZON DEVICES–

UP 2X OVER LAST

YEAR’S RECORD-

SETTING HOLIDAY

Amazon Press Release, 2015

AMAZON DEVICES WERE TOP-

SELLING PRODUCTS ACROSS

AMAZON.COM LAST HOLIDAY

SEASON – #1 WAS FIRE, #3

WAS FIRE TV STICKAmazon Press Release, 2015

HOL IDAY I S A KEY CUSTOMER ACQUIS IT ION PER IOD

BALANCE NATURAL PAY DAY REVENUE GROWTH WITH IN -GAME EVENTS ON M ID -MONTH WEEKENDS

DAILY IAP REVENUE FOR A TOP GROSSING GAME

Pay Day

In-Game Event In-Game Event

PAY DAY GROW TH BY GENRE – TOP GROSS ING GAMES

MATCH 3

PAY DAY

GROWTH

CARDS/CASINO

STRATEGY

TYCOON

15%12%

42%

18%

12%14%

58%

22%

UNITS REVENUE

PR – WHAT MAKES YOUR APP UNIQUE?

M i r r o r F o o t b a l l P a g e s

A u g u st 2 0 1 6

THE TECH INDUSTRY IS THE LATEST SECTOR TO

ATTRACT A HOST OF CURRENT FOOTBALLERS.

BARCELONA’S GERARD PIQUE HAS BEEN

INVOLVED IN CURATING MOBILE APPS.

THE FORMER MANCHESTER UNITED STAR

OPENED HIS OWN VIDEO GAME DEVELOPMENT

STUDIO IN 2012. THE STUDIO TOOK PIQUE’S

LOVE FOR FOOTBALL TO CREATE A SERIES OF

MOBILE GAMES.



E X P O S U R E





MAXIMIZING YOUR

EXPOSURE

BILLBOARD FEATURE INCREASED DOWNLOADS BY 39% AVERAGE

OPPORTUNITIES FOR VIS IB IL ITY

Average downloads all Aug Average downloads when merched

Data for Aug 2016 for 15 Titles featured on Home page billboard on Mobile and Fire tablet

39% uplift when

featured on Billboard

WAKESCREEN RESULTS FOR A NEW TITLE

F E AT U R I N G I S E V E N M O R E I M PA C T F U L F O R N E W T I T L E S

01

/08

/20

16

02

/08

/20

16

03

/08

/20

16

04

/08

/20

16

05

/08

/20

16

06

/08

/20

16

07

/08

/20

16

08

/08

/20

16

09

/08

/20

16

10

/08

/20

16

11

/08

/20

16

12

/08

/20

16

13

/08

/20

16

14

/08

/20

16

15

/08

/20

16

16

/08

/20

16

17

/08

/20

16

18

/08

/20

16

19

/08

/20

16

20

/08

/20

16

21

/08

/20

16

22

/08

/20

16

23

/08

/20

16

24

/08

/20

16

25

/08

/20

16

26

/08

/20

16

27

/08

/20

16

28

/08

/20

16

29

/08

/20

16

30

/08

/20

16

760% Increase with

wakescreen

210% Increase post

wakescreen

INDIE DEVELOPERS FEATURE PROGRAM PILOT

ADDIT IONAL V IS IB IL ITY FOR IND IE DEVELOPERS

RESULTS: • SOME TITLES BENEFITED

MORE THAN OTHERS FROM

THE FEATURING

• IN CUMULATIVE NUMBERS

DAILY DOWNLOADS

INCREASED BY 275%

• 28% UPLIFT POST

FEATURING

Group billboard

Individual billboards

Data for Jul- Aug 2016

Cumulative number of avg. daily downloads for titles featured in "Developer Spotlight" group billboard

BEFORE: avg daily downloads DURING: avg daily downloads AFTER: avg daily downloads

+275%

+28%

SELECTION CRITERIA FOR FEATURING

Social + App of the Week Device MerchandisingG r e a t C u s t o m e r

E x p e r i e n c e

N e w o r U p d a t e d

S e a s o n a l l y R e l e v a n t

Po s i t i v e C u s t o m e r

R e v i e w s

C l e a r t i t l e a n d

d e s c r i p t i o n

H i g h q u a l i t y

m a r k e t i n g a s s e t s

E x c l u s i v e o f f e r s

STRONG CREAT IVE BENEF ITS CUSTOMER CONVERS ION

Always submit billboard size image as promotional image (size 1024x500 px)

If possible add video: special promo video or just game play (especially for Fire TV)

Add clear and interesting description: explain what app is about and who is it for and why is it useful

C R E A T I V E R E Q U I R E M E N T S



E X P O S U R E





DISCOVERABILITY

OPPORTUNITY

UK DEVELOPER SPOTLIGHT MISS ION

CONNECT DEVELOPERSAND CUSTOMERSTHROUGH GREAT CONTENT

Open to all UK Apps and Games developers!

Indie DevelopersGames StudiosBrandsStart-upsStudents/Hobbyists

G E T F E AT U R E D O N A M A Z O N A P P S TO R E U K

H O W TO S U B M I T Y O U R A P P F O R E VA L U AT I O N

bit. ly/spotl ightsummit

REGISTER ON

DEVELOPER PORTAL

APPS GET

EVALUATED FOR

FEATURING!

FILL OUT THE UK

DEVELOPER

SPOTLIGHT FORMSUBMIT YOUR APP

NEW

W H O A R E T H E

A M A Z O N

A P P S TO R E

C U S TO M E R S ?

W H E N D O

A M A Z O N

C U S TO M E R S

B U Y A P P S

A N D G A M E S ?

W H AT

E X P O S U R E

O P P O RT U N I T I E S

C A N C O N N E C T

M Y A P P TO

C U S TO M E R S ?

H O W D O I

A S K A M A Z O N

TO F E AT U R E

M Y A P P ?

WE’LL WORK BACKWARDS BY ANSWERING 4 QUESTIONS…

THANK YOU

Lauren Stark@lestark

@AmazonAppDev

[email protected]

developer.amazon.com/appstore bit.ly/AmazonSummitFeedback

b i t . l y / spo t l i gh t summi t

working backward from amazon customers: audience marketing strategies - lauren stark

Marketing