Yesterday, I led a workshop at Heureka Conference
in Berlin. The conference was subtitled “Elements of a Startup”, and I think that one of the key elements, especially when talking about an App Economy, is getting the Mobile Marketing part right. That’s what I focused on. Here’s a little summary of what we talked about in my workshop.
If you want to do something with an app and hope for commercial success, do yourself a favor and think about Tracking before the app is in the AppStore and you have gathered your first customers. Integrate a tracking mechanism is key to all future marketing activities. Tracking will help you identify where your installs are coming from and how your marketing channels work in promoting your app.
MAKE YOURSELF FINDABLE
There’s a whole bunch of agencies out there giving folks smart advice about how to write the ultimate App Description. In my opinion, anyone can do it without paying consultants. Just focus on getting the message across: Use the space that you have for your app description, use descriptive keywords, show pictures and test your app descriptions comparatively. Just put in a little effort and you will see.
WHAT’S MY NETWORK?
There’s a wide range of ad networks for mobile. One differentiation: While CPC networks should be seen as classic advertising, CPA networks – such as my own – are rather something like a distribution team. You can have vast reach but stray loss on the CPC side, you need patience but not a lot of money on the CPA side. On all networks, make sure you have a realistic feeling for your budget and keep testing and optimizing your creatives.
NEVER STOP TESTING
Test your app description, A/B test anything you can, logos, descriptions, creatives. Understand the impact of small changes on the big results. Set up pre-landers for your testing and optimizing customer acquisition and click optimization leading to the App Store.
MONETIZE YOUR OWN TRAFFIC
You don’t just want to spend on customer acquisition but rather would like to gain some money back. Think about options to include advertising in your app. Connecting to a Performance Network as a Publisher will help you monetize your mobile target groups.
Download my presentation as PDF here: KissMyAds-Heureka-May-2013