How Consumers Engage With Mobile Apps

Jamie TurnerAuthor | Speaker | Consultant

Follow Jamie on Twitter @AskJamieTurner

How Consumers Engage with Apps

Let’s Get to Know One Another

Introductions

As Seen On

• Co-author of How to Make Money with Social Media and Go Mobile

• Regular guest on CNN and HLN on the topic of social media and mobile marketing

• Fortune 500 experience with Coca-Cola, CNN, AT&T and others

#1 Best-Selling Mobile Marketing Book

Download your free chapter at 60SecondMarketer.com/GoMobileChapter

Agenda

1. Mobile App Facts and Figures

2. Consumer Behavior: How Customers Connect with Apps

3. How to Get Your App Discovered

4. How to Monetize Your App

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Mobile Media Facts and Figures

Mobile Marketing Facts and Figures

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• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)




• The total global applications market is expected to be worth $25 billion by 2015 (up from about $6.8 billion in 2010). (Source: Markets and Markets)




• The total global applications market is expected to be worth $25 billion by 2015 (up from about $6.8 billion in 2010). (Source: Markets and Markets)

• The European mobile applications market stood at $1.2 billion in 2009, but is expected to become the largest market by 2015 at $8.4 billion (Source: Markets and Markets)




• Nearly half of smartphone users in the EU5 play games on their phones at least once a month (Source: ComScore)




• The number of EU5 smartphone gamers has grown 55% over the past year (Source: ComScore)





• The average smartphone user has 65 apps installed but only uses 15 in a week (Source: Flurry.com)





• The average smartphone user has 65 apps installed but only uses 15 in a week (Source: Flurry.com)

• 85% of social gamers quit playing after the first day (Source: Playnomics)



What These Facts Mean For You

• The global market is growing

• The EU5 market is growing even faster than the global market

• But there are problems: It’s hard to be found and there’s a high churn rate (85% after the first day)

• The solution: Understand how the consumer mind works and leverage that for your business

9 Consumer Behavior Secrets

Twtpoll.com/uaalif

http://twtpoll.com/z9kx8g



































































Secret #1: People buy for emotional reasons

Secret #1: People buy for emotional reasons

Secret #2: Sometimes, people don’t know why they prefer brands

Secret #3: The female and male brains process information differently

Female Brain


Male BrainFemale Brain


Secret #4: Different parts of the brain control different decisions

Amygdala

Prefrontal Cortex

Secret #5: People process information non-linearly

Secret #5: People process information non-linearly

Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer what oredr the ltteers in a word are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm.

Secret #6: The brain wants to create as much dopamine as possible

Secret #7: Novelty is the single most important factor in capturing our brains attention

Secret #8: As much as 95% of our thoughts happen subconsciously

Secret #8: As much as 95% of our thoughts happen subconsciously

Which Woman Was More Appealing to You?

Secret #9: There are 13 Important Emotional Triggers for Marketers

• Sex

• Greed

• Flattery

• Fear

• Self-Improvement

• Love

• Better Health

• Weight Loss

• Longevity

• Exclusivity

• Fame

• Uncertainty

• Doubt

Let’s Talk About Mobile

European Mobile Operating System Share

Google 67%

RIM 6%

Apple 15%

Microsoft 5%

Sources: IDC and Kantar Worldpanel Comtech

Symbian, etc. 7%

How Businesses are Using Mobile Marketing to Grow Revenues

• Mobile Web Sites

• Short Message Service (SMS)

• Multimedia Message Service (MMS)

• Mobile Display Ads

• Mobile Paid Search

• Location-Based Marketing: LBS, NFC, Bluetooth and LBA

• Apps

• 2D Codes (QR Codes)

How Has Mobile Technology Changed Our Lives?

We Used to Take Pictures This Way...

Now, We Take Pictures This Way....

We Used to Take Notes This Way...

Now, We Take Notes This Way....

We Used to Surf the Web This Way...

Now, We Surf the Web This Way...

We Used to Read Newspapers This Way...

Now, We Read Newspapers This Way....

We Used to Listen to Music This Way...

Now, We Listen to Music This Way....

We Used to Play Games This Way...

Now, We Play Games This Way....

We Used to Watch Video This Way...

Now, We Watch Video This Way....

We Used to Navigate This Way...

Now, We Navigate This Way....

We Used to Get Discounts This Way...

Now, We Get Discounts This Way....

We Used to Shop This Way...

Now, We Shop This Way....

We Use to Re-Fill Prescriptions This Way...

Now, We Re-Fill Prescriptions This Way....

So, the mobile world has changed our lives. But it’s also changed the way we market to customers.

21st Century Marketing Model

A 10-Step Program to Help You Get Your App Discovered and to Help You Make Some Money as a Result

All Roads in Mobile App Development Should Lead to ROI

Games (64%) Weather (60%) Social Networking (56%)Maps (51%) Music (44%) News (39%)Entertainment (34%) Banking (32%)

Source: Nielsen

How Apps Are Used

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Games (64%) Weather (60%) Social Networking (56%)Maps (51%) Music (44%) News (39%)Entertainment (34%) Banking (32%)

Source: Nielsen

How Apps Are Used

European Market: Gaming Apps by Profile

Source: comScore

App Store

App Store

Social

P.R.

TV

Print

Online

On-Pack

Mobile

In-App Ads

TV (1.6%) Online (53%)Mobile Advertising (7.3%) Social Media (5.8%)Newsletters (2.0%) Recommendations from Friends (8.8%)App Stores (21.6%)

How Do You Discover Apps?

Source: GetJar



Source: GetJar

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10

20

30

40

50



Source: GetJar

0

10

20

30

40

50

This is Your Secret Weapon

The 10 Steps

Step #1: Think Backwards

Step #2: Select Keywords Carefully

Step #3: Steal Ideas from Your Competitors

Step #4: Test Your Names and Icons

Yes No

Step #5: Get Featured on App Review Sites

• PocketFullOfApps

• Mashable

• TechCrunch

• BusinessInsider

• Wired

• GameSpot

• AppScout

• TechRadar

• EuroGamer

• GameZebo

• PocketGamer

• AppShopper

• AppAdvice

• AndroidAndMe

• iPhoneLife

• AppCraver

• BestAppsForKids

• AppPicker

• AppGamer

• AppAddict

Step #6: Don’t Expect Huge Results from Social Media

Step #7: Use Sophisticated Tools to Track Results

Step #8: Run Burst Campaigns

• Calculate the number of downloads you’ll need to get featured in the App stores

• Run paid ad campaigns in flights to drive downloads in bursts

• Take your foot off the pedal after the bursts

Paid Ads

Net Customer Base

Time

Step #9: Use Mobile Ad Networks to Hyper-Target

• Planned and bought through an ad agency or via mobile advertising network



• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others



• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others

• Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis



• Custom audiences -- TV fans, telecom switchers, business travelers, etc.

• Location-Based Advertising• Nielsen Top 100 Sites• WiFi context targeting -- cable

provider, hotels, airports, etc.• Geographic targeting -- Country,

DMA, etc.• Demographic targeting• Time of day targeting• Advertiser retargeting through pixels

or clicker tracking• Carrier/handset targeting• Age of device/profile

Step #10: Focus on Customer Retention

• Add new features

• Run competitions

• Add new platforms

• Build loyalty

• Brand advocators

• Find new customers

• Special offers

Source: GetJar

Other Ideas Worth Exploring


• Build apps for brands and let them worry about distribution



• Create cross-platform games that work across mobile, TV and consoles



• Create cross-platform games that work across mobile, TV and consoles

• Partner with other media outlets (TV shows) to create apps with a built-in audience


• Create hyper-local apps. Research indicates people respond to local customization



• Build a referral engine into your app -- points gained through referrals



• Build a referral engine into your app -- points gained through referrals

• Create innovative, breakthrough word-of-mouth campaigns that create buzz and awareness about your app


Action Steps

Action Steps

Action Steps

• Step #1: Recognize that app usage will continue to grow, particularly in the EU5

Action Steps


• Step #2: Acknowledge the fact that the marketplace continues to get crowded

Action Steps



• Step #3: Accept the fact that relying on organic traffic is a failed strategy

Action Steps



• Step #3: Accept the fact that relying on organic traffic is a failed strategy

• Step #4: Use paid advertising, particularly mobile to drive downloads

Download this presentation at www.60SecondMarketer.com/blog

http://www.60SecondMarketer.com/blog

http://www.60SecondMarketer.com/blog

Contact Me

Follow me here:60SecondMarketer.com/blog@AskJamieTurner

Contact me:[email protected]

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