Jamie Turner - How consumers engage with Apps

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  • Jamie TurnerAuthor | Speaker | Consultant

    Follow Jamie on Twitter @AskJamieTurner

    How Consumers Engage with Apps

  • Lets 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

  • Tweet by Using @AskJamieTurner

  • Mobile Media Facts and Figures

  • Mobile Marketing Facts and Figures

    Tweet these facts by using @AskJamieTurner

  • Mobile Marketing Facts and Figures

    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)

    Tweet these facts by using @AskJamieTurner

  • Mobile Marketing Facts and Figures

    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)

    Tweet these facts by using @AskJamieTurner

  • Mobile Marketing Facts and Figures

    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 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)

    Tweet these facts by using @AskJamieTurner

  • Mobile Marketing Facts and Figures

    Tweet these facts by using @AskJamieTurner

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

    Mobile Marketing Facts and Figures

    Tweet these facts by using @AskJamieTurner

  • 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)

    Mobile Marketing Facts and Figures

    Tweet these facts by using @AskJamieTurner

  • 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)

    Mobile Marketing Facts and Figures

    Tweet these facts by using @AskJamieTurner

  • 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)

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

    Mobile Marketing Facts and Figures

    Tweet these facts by using @AskJamieTurner

  • 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: Its hard to be found and theres 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

  • Secret #1: People buy for emotional reasons

  • Secret #1: People buy for emotional reasons

  • Secret #2: Sometimes, people dont know why they prefer brands

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

  • Female Brain

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

  • Male BrainFemale Brain

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

  • 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

  • Lets 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 its 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

  • 025

    50

    75

    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

  • 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

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  • 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

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    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: Dont Expec