LAUREN STARK
@lestark uk . l inkedin .com/in/ laurenstark
WORKING BACKWARD FROM
AMAZON CUSTOMERS:
AUDIENCE MARKETING STRATEGIES
W H O A R E T H E
A M A Z O N
A P P S TO R E
C U S TO M E R S ?
W H E N D O
A M A Z O N
C U S TO M E R S
B U Y A P P S
A N D G A M E S ?
W H AT
E X P O S U R E
O P P O RT U N I T I E S
C A N C O N N E C T
M Y A P P TO
C U S TO M E R S ?
H O W D O I
A S K A M A Z O N
TO F E AT U R E
M Y A P P ?
WE’LL WORK BACKWARDS BY ANSWERING 4 QUESTIONS…
C O N N E C T I N G W I T H C U S TO M E R S : A U D I E N C E M A R K E T I N G S T R AT E G I E S
C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECT ING W ITH CUSTO MER S :
AUD IENCE MARKET ING STRATEG IES
APPSTORE CUSTOMER PROFILES
ASPIRING FRUGAL
FAMILIES
BRAND CONSCIOUS
FAMILIES
EFFICIENT
ACHIEVERS
INFLUENTIAL
GEEKS
ASPIR ING FRUGAL FAMIL IES – MEET HELEN
Middle-aged women with children at home
Would rather spend money on family than technology
Catch up TV and casual games are her key tablet uses
I N S I G H T S
BRAND CONSCIOUS FAMIL IES – MEET RAVI
Young father who is constantly on the go. Balances time with children, friends and work
With little time for linear TV, he is a heavy user of catch up TV services
Sees technology as a status symbol
I N S I G H T S
INFLUENTIAL GEEKS – MEET KWAME
Spends free time playing video games on his tablet/phone on the go and PC/ console at home
Places high importance on using technology for entertainment
I N S I G H T S
A younger full-time professional or a student
EFFIC IENT ACHIEVERS – MEET DAVID
Very busy work schedule, often travelling
Uses technology primarily for business productivity
Passions include keeping up to date with current affairs and politics
I N S I G H T S
A MA ZON D E V I C E U S AGE
55% 45%
65%
35%
45% 55%
1 8 %of Fire TV Ownersalso have a FireT a b l e t
3 0 %of Fire TV Ownershave downloaded atl e a st o n e ga m e
Gender Split
1 9 %of Fire TV Ownersown BBC iPlayer, ITVH u b a n d A l l 4
Fire TV Usage Fire Tablets Usage
71%o f F i r e Ta b l e tO w n e r s h a v ed o w n l o a d e d a tl e a st o n e ga m e
29%o f F i r e Ta b l e tO w n e r s h a v ed o w n l o a d e d a tleast one social app
13%o f F i r e Ta b l e tO w n e r s h a v ed o w n l o a d e d a tleast one news app
C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECT ING W ITH CUSTO MER S :
AUD IENCE MARKET ING STRATEG IES
AMAZON APPSTORE NEW CUSTOMERS BY MONTH
THINK SEASONALLY & PLAN FOR D IG ITAL WEEK…
Feb 2015 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2016
UNIT DOWNLOADS
HOLIDAY 2015
Summer Holidays +
Prime Day
Holiday
Christmas Day
FAMILY GAMES
GOOGLE SEARCH TRENDS AND SEASONALITY
EDUCATIONAL APPS
PUZZLE GAMES GAMES FOR KIDS
N U M B E R O F S E A R C H E S – S O U R C E : G O O G L E A D W O R D S
Sales statistics sourced from Amazon.co,uk press releases
W E B E L I E V E I N A D I F F E R E N T A P P R O A C H T O
TABLETS —PROV ID ING PRE M IUM PR ODUCTS AT NON -
P R E M I U M P R I C E S — A N D C U S TO M E R S L O V E I T. I N
FA C T, W E ’ V E S E E N O U R F I R E TA B L E T S A L E S M O R E
T H A N D O U B L E Y E A R - O V E R - Y E A R A S A R E S U L T
H o l i d a y D e v i c e S a l e s
J o r r i t Va n d e r M e u l e n , V P, A m a z o n D e v i c e s E U
BIGGEST HOLIDAY EVER
FOR AMAZON DEVICES–
UP 2X OVER LAST
YEAR’S RECORD-
SETTING HOLIDAY
Amazon Press Release, 2015
AMAZON DEVICES WERE TOP-
SELLING PRODUCTS ACROSS
AMAZON.COM LAST HOLIDAY
SEASON – #1 WAS FIRE, #3
WAS FIRE TV STICKAmazon Press Release, 2015
HOL IDAY I S A KEY CUSTOMER ACQUIS IT ION PER IOD
BALANCE NATURAL PAY DAY REVENUE GROWTH WITH IN -GAME EVENTS ON M ID -MONTH WEEKENDS
DAILY IAP REVENUE FOR A TOP GROSSING GAME
Pay Day
In-Game Event In-Game Event
PAY DAY GROW TH BY GENRE – TOP GROSS ING GAMES
MATCH 3
PAY DAY
GROWTH
CARDS/CASINO
STRATEGY
TYCOON
15%12%
42%
18%
12%14%
58%
22%
UNITS REVENUE
PR – WHAT MAKES YOUR APP UNIQUE?
M i r r o r F o o t b a l l P a g e s
A u g u st 2 0 1 6
THE TECH INDUSTRY IS THE LATEST SECTOR TO
ATTRACT A HOST OF CURRENT FOOTBALLERS.
BARCELONA’S GERARD PIQUE HAS BEEN
INVOLVED IN CURATING MOBILE APPS.
THE FORMER MANCHESTER UNITED STAR
OPENED HIS OWN VIDEO GAME DEVELOPMENT
STUDIO IN 2012. THE STUDIO TOOK PIQUE’S
LOVE FOR FOOTBALL TO CREATE A SERIES OF
MOBILE GAMES.
C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECT ING W ITH CUSTO MER S :
AUD IENCE MARKET ING STRATEG IES
BILLBOARD FEATURE INCREASED DOWNLOADS BY 39% AVERAGE
OPPORTUNITIES FOR VIS IB IL ITY
Average downloads all Aug Average downloads when merched
Data for Aug 2016 for 15 Titles featured on Home page billboard on Mobile and Fire tablet
39% uplift when
featured on Billboard
WAKESCREEN RESULTS FOR A NEW TITLE
F E AT U R I N G I S E V E N M O R E I M PA C T F U L F O R N E W T I T L E S
01
/08
/20
16
02
/08
/20
16
03
/08
/20
16
04
/08
/20
16
05
/08
/20
16
06
/08
/20
16
07
/08
/20
16
08
/08
/20
16
09
/08
/20
16
10
/08
/20
16
11
/08
/20
16
12
/08
/20
16
13
/08
/20
16
14
/08
/20
16
15
/08
/20
16
16
/08
/20
16
17
/08
/20
16
18
/08
/20
16
19
/08
/20
16
20
/08
/20
16
21
/08
/20
16
22
/08
/20
16
23
/08
/20
16
24
/08
/20
16
25
/08
/20
16
26
/08
/20
16
27
/08
/20
16
28
/08
/20
16
29
/08
/20
16
30
/08
/20
16
760% Increase with
wakescreen
210% Increase post
wakescreen
INDIE DEVELOPERS FEATURE PROGRAM PILOT
ADDIT IONAL V IS IB IL ITY FOR IND IE DEVELOPERS
RESULTS: • SOME TITLES BENEFITED
MORE THAN OTHERS FROM
THE FEATURING
• IN CUMULATIVE NUMBERS
DAILY DOWNLOADS
INCREASED BY 275%
• 28% UPLIFT POST
FEATURING
Group billboard
Individual billboards
Data for Jul- Aug 2016
Cumulative number of avg. daily downloads for titles featured in "Developer Spotlight" group billboard
BEFORE: avg daily downloads DURING: avg daily downloads AFTER: avg daily downloads
+275%
+28%
SELECTION CRITERIA FOR FEATURING
Social + App of the Week Device MerchandisingG r e a t C u s t o m e r
E x p e r i e n c e
N e w o r U p d a t e d
S e a s o n a l l y R e l e v a n t
Po s i t i v e C u s t o m e r
R e v i e w s
C l e a r t i t l e a n d
d e s c r i p t i o n
H i g h q u a l i t y
m a r k e t i n g a s s e t s
E x c l u s i v e o f f e r s
STRONG CREAT IVE BENEF ITS CUSTOMER CONVERS ION
Always submit billboard size image as promotional image (size 1024x500 px)
If possible add video: special promo video or just game play (especially for Fire TV)
Add clear and interesting description: explain what app is about and who is it for and why is it useful
C R E A T I V E R E Q U I R E M E N T S
C U S T O M E R I N S I G H T S P U R C H A S I N G T R E N D S
M A X I M I Z I N G Y O U R
E X P O S U R E
D I S C O V E R A B I L I T Y
O P P O R T U N I T Y
CONNECT ING W ITH CUSTO MER S :
AUD IENCE MARKET ING STRATEG IES
Open to all UK Apps and Games developers!
Indie DevelopersGames StudiosBrandsStart-upsStudents/Hobbyists
G E T F E AT U R E D O N A M A Z O N A P P S TO R E U K
H O W TO S U B M I T Y O U R A P P F O R E VA L U AT I O N
bit. ly/spotl ightsummit
REGISTER ON
DEVELOPER PORTAL
APPS GET
EVALUATED FOR
FEATURING!
FILL OUT THE UK
DEVELOPER
SPOTLIGHT FORMSUBMIT YOUR APP
NEW
W H O A R E T H E
A M A Z O N
A P P S TO R E
C U S TO M E R S ?
W H E N D O
A M A Z O N
C U S TO M E R S
B U Y A P P S
A N D G A M E S ?
W H AT
E X P O S U R E
O P P O RT U N I T I E S
C A N C O N N E C T
M Y A P P TO
C U S TO M E R S ?
H O W D O I
A S K A M A Z O N
TO F E AT U R E
M Y A P P ?
WE’LL WORK BACKWARDS BY ANSWERING 4 QUESTIONS…
THANK YOU
Lauren Stark@lestark
@AmazonAppDev
developer.amazon.com/appstore bit.ly/AmazonSummitFeedback
b i t . l y / spo t l i gh t summi t
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