Business Insider, Social Commerce Summit, TapSense
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Transcript of Business Insider, Social Commerce Summit, TapSense
How to Acquire High Quality Users for Social Commerce Apps Gregory Kennedy | VP of Marketing, TapSense
App Marketing Challenge • Millions of apps in the store • Distributions models fragmented • Market is extremely competitive
TapSense is solving the app discovery problem
What is Working • Consumers love apps and ad inventory increasing • Paid distributed provides consistent results • High quality acquisition methods – Beyond CPI
Conversion tracking graveyard • Too many small players • Confusing and complex • Customers just want a system that works
24 / 7 Online reporting gives
you the latest data about
your marketing performance
Announcing Our New Product M3 Cloud • Conversion tracking for mobile apps • Mobile to web tracking of purchases • Optimize campaigns to revenue • Cohort analysis
Channel Name Conversion Tracking iOS Monthly Unique Reach
Apps Channel YES 200 Million +
Facebook YES 150 Million +
Google / Admob YES 90 Million +
PayPal Media YES 30 Million +
UberMedia YES 40 Million +
Others Integration Required
Out of the Box Channel Support
iPhone User Demographics (Forrester) • 250 Million sold and 80% of them in the US • 56% are aged 23 to 45 • Even Split Male / Female • Avg annual household income $105,200 (NBC News $77,220) • Clustered in affluent metros: SF, LA, NY, SEA, ATL, CHI, etc.
h"p://techcrunch.com/2012/09/26/forrester-‐iphone-‐app-‐users-‐young-‐and-‐wealthy-‐android-‐app-‐users-‐skew-‐older/
Why Advertise? It’s the only way to get consistent and measureable results, that will grow your business.
Averages based on TapSense Platform Data and Tapsense Research from publicly available data.
TapSense Google Adwords PC Display Banners
Avg. CPC $0.05 to $0.40 $1.04 $0.35
Avg. CTR 2.43% 0.40% 0.05%
Avg. Conversion Rate 7% to 11% 5.30% 0.6%
Avg. Cost per Conversion $3.46 $19.74 $58.3
And mobile is significantly cheaper than PC
The Winning Strategy for Retail Move your web business to mobile, and acquire high value users for cheap.
This Opportunity Won’t Last Forever • TapSense avg. monthly CPC has almost doubled YoY • Acquisition costs for high quality users are going up
iPhone CPC $0.05
iPhone CPC $0.10
iPhone CPC $0.15
0 to 15M Clicks
15M to 45M Clicks
45M + Clicks
Current Rates Expected Monthly Volume
Consumers Love to Shop From Their Smartphone • 16.3% of 2012 Black Friday sales came from mobile • Up a full 20.7% from 2011
h"p://tech.fortune.cnn.com/2012/11/25/apple-‐ipad-‐black-‐friday/
“A whopping 56% of all of Fab’s revenue in the U.S. was via our mobile apps on Christmas in the U.S. — a new single day record.” Jason Goldberg, CEO of Fab
10 Mobile Acquisition Best Practices for Retail
Ten Acquisition Best Practices for Retail 1. Optimize to Revenue not CPD
Revenue ROI CreaGve Name Installs Ad Spend CPD
$4,506.06 96.0% iPhone CreaGve A 650 $4,693.94 $7.22
$3,542.69 74.7% iPhone CreaGve B 1044 $4,743.98 $4.54
$3,231.67 72.9% iPhone CreaGve C 741 $4,431.32 $5.98
$2,433.91 46.9% iPhone CreaGve D 953 $5,193.40 $5.45
Ten Acquisition Best Practices for Retail 2. Provide a Clear Mobile Value Proposition
Top Performer Provides clear value proposition with iPad user
Low Performer Pinterest has limited appeal for this audience
Ten Acquisition Best Practices for Retail 3. Plan for Seasonality
• Christmas Day • Black Friday • Cyber Monday • Back to School • Fall Fashion • Chinese New Year
Ten Acquisition Best Practices for Retail 4. Make Acquisition Part of Larger Strategy
These ads show good alignment between acquisition and larger marketing efforts.
Ten Acquisition Best Practices for Retail 5. Keep Ad Copy and Messaging Simple
Ten Acquisition Best Practices for Retail 6. Use Cohort Analysis to Identify Trends
Example: identify best performing channels return on revenue
Ten Acquisition Best Practices for Retail 7. Use Internal Business Data to Drive Marketing
• Feature popular entry level items in advertisements • Use product variety to interest new users • Know your customer purchase cycle and advertise around it
Ten Acquisition Best Practices for Retail 8. Focus on Quality and Scale
TapSense Source A Source B Source C
Avg. CTR 1.5% 0.05% 0.33% 0.81%
Avg. CVR 1.88% 1.0% 18% 0.89%
Avg. CPA $5.72 $6.24 $4.5 $7.59
Spend $179,530 $27,791 $9,243 $30,010
Conversions 33,821 4,456 2,043 3,949
TapSense was the only channel that delivered high quality users at scale.
Blinded campaign data from TapSense campaigns that ran over a 15 day period.
Ten Acquisition Best Practices for Retail 9. Test and Optimize Your App Store Page
Ten Acquisition Best Practices for Retail 10. Find Partners Who Speak Your Language
TapSense Solution for Mobile Retail • Conversion Tracking • Optimize to Revenue • Cohort Analysis • Acquire Shoppers not Users
Contact Us: Gregory Kennedy P 415.341.5762 E [email protected] www.tapsense.com