How Consumers Engage With Mobile Apps
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Transcript of How Consumers Engage With Mobile Apps
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Jamie TurnerAuthor | Speaker | Consultant
Follow Jamie on Twitter @AskJamieTurner
How Consumers Engage with Apps
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Let’s Get to Know One Another
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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
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#1 Best-Selling Mobile Marketing Book
Download your free chapter at 60SecondMarketer.com/GoMobileChapter
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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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Tweet by Using @AskJamieTurner
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Mobile Media Facts and Figures
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Mobile Marketing Facts and Figures
Tweet these facts by using @AskJamieTurner
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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
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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
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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
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Mobile Marketing Facts and Figures
Tweet these facts by using @AskJamieTurner
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• 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
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• 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
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• 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
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• 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
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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
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9 Consumer Behavior Secrets
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Twtpoll.com/uaalif
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Secret #1: People buy for emotional reasons
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Secret #1: People buy for emotional reasons
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Secret #2: Sometimes, people don’t know why they prefer brands
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Secret #3: The female and male brains process information differently
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Female Brain
Secret #3: The female and male brains process information differently
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Male BrainFemale Brain
Secret #3: The female and male brains process information differently
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Secret #4: Different parts of the brain control different decisions
Amygdala
Prefrontal Cortex
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Secret #5: People process information non-linearly
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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.
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Secret #6: The brain wants to create as much dopamine as possible
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Secret #7: Novelty is the single most important factor in capturing our brains attention
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Secret #8: As much as 95% of our thoughts happen subconsciously
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Secret #8: As much as 95% of our thoughts happen subconsciously
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Which Woman Was More Appealing to You?
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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
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Let’s Talk About Mobile
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European Mobile Operating System Share
Google 67%
RIM 6%
Apple 15%
Microsoft 5%
Sources: IDC and Kantar Worldpanel Comtech
Symbian, etc. 7%
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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)
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How Has Mobile Technology Changed Our Lives?
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We Used to Take Pictures This Way...
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Now, We Take Pictures This Way....
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We Used to Take Notes This Way...
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Now, We Take Notes This Way....
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We Used to Surf the Web This Way...
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Now, We Surf the Web This Way...
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We Used to Read Newspapers This Way...
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Now, We Read Newspapers This Way....
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We Used to Listen to Music This Way...
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Now, We Listen to Music This Way....
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We Used to Play Games This Way...
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Now, We Play Games This Way....
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We Used to Watch Video This Way...
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Now, We Watch Video This Way....
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We Used to Navigate This Way...
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Now, We Navigate This Way....
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We Used to Get Discounts This Way...
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Now, We Get Discounts This Way....
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We Used to Shop This Way...
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Now, We Shop This Way....
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We Use to Re-Fill Prescriptions This Way...
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Now, We Re-Fill Prescriptions This Way....
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So, the mobile world has changed our lives. But it’s also changed the way we market to customers.
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21st Century Marketing Model
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A 10-Step Program to Help You Get Your App Discovered and to Help You Make Some Money as a Result
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All Roads in Mobile App Development Should Lead to ROI
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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
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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
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European Market: Gaming Apps by Profile
Source: comScore
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App Store
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App Store
Social
P.R.
TV
Online
On-Pack
Mobile
In-App Ads
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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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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
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The 10 Steps
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Step #1: Think Backwards
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Step #2: Select Keywords Carefully
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Step #3: Steal Ideas from Your Competitors
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Step #4: Test Your Names and Icons
Yes No
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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
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Step #6: Don’t Expect Huge Results from Social Media
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Step #7: Use Sophisticated Tools to Track Results
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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
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Step #9: Use Mobile Ad Networks to Hyper-Target
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• Planned and bought through an ad agency or via mobile advertising network
Step #9: Use Mobile Ad Networks to Hyper-Target
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• 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
Step #9: Use Mobile Ad Networks to Hyper-Target
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• 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
• Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis
Step #9: Use Mobile Ad Networks to Hyper-Target
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Step #9: Use Mobile Ad Networks to Hyper-Target
• 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
![Page 88: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/88.jpg)
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
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Other Ideas Worth Exploring
![Page 90: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/90.jpg)
Other Ideas Worth Exploring
• Build apps for brands and let them worry about distribution
![Page 91: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/91.jpg)
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
![Page 92: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/92.jpg)
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
• Partner with other media outlets (TV shows) to create apps with a built-in audience
![Page 93: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/93.jpg)
Other Ideas Worth Exploring
![Page 94: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/94.jpg)
• Create hyper-local apps. Research indicates people respond to local customization
Other Ideas Worth Exploring
![Page 95: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/95.jpg)
• Create hyper-local apps. Research indicates people respond to local customization
• Build a referral engine into your app -- points gained through referrals
Other Ideas Worth Exploring
![Page 96: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/96.jpg)
• Create hyper-local apps. Research indicates people respond to local customization
• 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
Other Ideas Worth Exploring
![Page 97: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/97.jpg)
Action Steps
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Action Steps
![Page 99: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/99.jpg)
Action Steps
• Step #1: Recognize that app usage will continue to grow, particularly in the EU5
![Page 100: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/100.jpg)
Action Steps
• Step #1: Recognize that app usage will continue to grow, particularly in the EU5
• Step #2: Acknowledge the fact that the marketplace continues to get crowded
![Page 101: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/101.jpg)
Action Steps
• Step #1: Recognize that app usage will continue to grow, particularly in the EU5
• Step #2: Acknowledge the fact that the marketplace continues to get crowded
• Step #3: Accept the fact that relying on organic traffic is a failed strategy
![Page 102: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/102.jpg)
Action Steps
• Step #1: Recognize that app usage will continue to grow, particularly in the EU5
• Step #2: Acknowledge the fact that the marketplace continues to get crowded
• Step #3: Accept the fact that relying on organic traffic is a failed strategy
• Step #4: Use paid advertising, particularly mobile to drive downloads
![Page 103: How Consumers Engage With Mobile Apps](https://reader034.fdocuments.in/reader034/viewer/2022051815/5411dfe18d7f72c9738b464e/html5/thumbnails/103.jpg)
Download this presentation at www.60SecondMarketer.com/blog