App Marketing: Massimizzare i Download, Minimizzare l'Abbandono
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Transcript of App Marketing: Massimizzare i Download, Minimizzare l'Abbandono
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APP MARKETING:MASSIMIZZARE I
DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti@bio lat t i#WMF16
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti | Mobile Consultant @biolat t i #WMF16
…di cosa parleremo?2
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
THE APP STORE IS WHERE THE APP GOES TO DIE
HERE IS YOUR APP (IF YOU’RE LUCKY)
…di QUESTO!
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
…abbiamo 2 grandi sfide
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
(anzi 3)
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
DISCOVERABILITY
ENGAGEMENT
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
7On Discoverability And Engagement
+1
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
ASO
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
13
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
14
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
Sfrutta al meglio le differenze degli Store
T I P
non limitarti a una «scheda unica»
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability 2-
steps
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
Usa l’App per migliorare l’ASOT I P
Quando studi l’UX Design, pensa ai suoi possibili effetti sugli Store
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
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2015 – Now On Tap
2016 – Google Play Collection
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
Monitora le variazioni degli Store
T I P
Il sistema operativo va aggiornato, lo Store cambia per tutti.
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
INVITES+ attribution, deep linking,…
WOM
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
22
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
23
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
Premia la diffusioneT I P
Se lo fai sul Web, ora puoi farlo anche in App.
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
100’000 MAU
DOWNLOAD
20’000 €
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
100’000 MAU
DOWNLOAD
20’000 €
ARPU/mese = 20’000€/100’000 MAU = 0,2 €26
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
ARPU = 0,2 RET=12m
LTV = 0,2€*12 = 2,4 €27
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability ADVCOST PER INSTALL
ARPULTV
CPL
[segmented by channel]28
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
Misura l’ADV con i veri KPIT I P
Alla fine, conta solo il ROI.
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
¼ app used once!
Engagement
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Engagement
In App Message
Push NotificationProgressive Onboard
Geofencing
Pysical Web
iBeacon
Remarketing/retargeting
App Indexing
GamificationSocial reinforcement
Cross-media strategy
MMA
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Punta alla regola «3x3»T I P
Agevola il cambiamento delle abitudini.
Engagement
6
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
…TOOLS, NE ABBIAMO?
Engagement
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Scegli i Tool giustiT I P
L’importante dopo è usarli.
Engagement
7
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
Discoverability
Fai (e fai fare) A/B Test!T I P
Li fate sul web. Perché non dovreste farli in App?
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
Daniele Biolatti @biolat t i #WMF16
RIASSUMENDO
1 - Sfrutta al meglio le differenze degli Store2 - Usa l’App per migliorare l’ASO3- Monitora le variazioni degli Store4 - Premia la diffusione5 - Misura l’ADV con i veri KPI6 - Punta alla regola «3x3»7 - Scegli i Tool giusti
8 - Fai (e fai fare) A/B Test!
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APP MARKETING: MASSIMIZZARE I DOWNLOAD, MINIMIZZARE L'ABBANDONO
@biolat t i #WMF16
Grazie!
Daniele Biolatti | Mobile Consultant
THE APP STORE IS WHERE THE APP GOES TO LIFT OFF
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