get jar mma forum singapore preso 2011
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Patrick Mork's GetJar presentation to the MMF in Singapore 2011TRANSCRIPT
Mobile Marketing Association
Applications – The New Frontier For Mobile
Advertisement Dollars
Patrick Mork
Chief Marketing Officer
GetJar Inc.
Mobile Marketing Association
GetJar – who we are• Largest free app store (’05)
• 1.8 billion downloads to date
• 144,000 apps
• 190 countries, 2,500 handsets
• Distribution / AppVertising™
• $42M funding: Accel / Tiger Global
• Silicon Valley, London, Vilnius
Mobile Marketing Association3 GetJar Confidential
Distribution / Discovery Remain a Challenge
Too ManyApp Stores
LimitedDiscovery/
Cut-Through
Not EnoughData
Too ManyMobile
Platforms
Mobile Marketing Association
First – understand consumer expectations
79% download
apps once / week36% using
apps more then 1 hour /
day
GJ AppMeter Survey, March 20111,200 users in Asia
Top categories Games, SN,
Entertainment, IM/SMS,
Productivity 54% using apps more
then once per day0nly 19% use
more then 8 apps per
week
Mobile Marketing Association
Especially in terms of how this relates to brands
• 50% have downloaded a branded app in the past
• 56% would download a good ad with Brand ads in it or something sponsored by a known brand
• 65% have downloaded apps with Ads in them and of those 52% would do so again
• 84% stated the quality of a Brands app makes it more trustworthy
• Yet less then 30% use Branded apps Often or Very Often
GJ AppMeter Survey, March 20111,200 users in Asia
Mobile Marketing Association
2nd - Understand the platforms
• It’s not all about iOS vs. Android
• 100M devices vs. well over 1.8 billion web enabled
• Consumers don’t always distinguish
• Web has innate advantages
• Smart brands already leverage web
Mobile Marketing Association
Web allows you to complement engagement with greater reach…
App Appl And BB Web Java Symb Win GJ DLs
Facebook X X X X X X X 110M+
Ebuddy X X X X X X X 80M+
Opera X X X X X X X 50M+
Google X X X X X X X 18M+
Yahoo! X X X X 20M+
YouTube X X X X X X 8M+
Mobile Marketing Association
3rd – understand the various distribution platforms and use those that scale
• 2010 = $2.1 bln in app store revenue
• Apple alone $1.7 bln
• 100+ app stores globally
• Different ways to rank apps
• Different tools to market apps
http://www.wipconnector.com
/index.php/appstores
Reach
Payment system
Handset detection
Ranking / Marketing tools
Mobile Marketing Association
4th – Understand and use the “free” tools to get yourself noticed, downloaded and used
Build a great appGo cross platform
Integrated marketingWide distribution
Use carriers
Have a marketing
budgetOff deck / on deck
Update frequently
Product planGet
feedback
Get Noticed Get Downloads Get Usage
Mobile Marketing Association
Easy to usebranded
interactive menu
Dynamic RSS feed with content fed in real-time from blog
Video, copy, images and other
content
Form to volunteer and participate at the
community and international level
Viral functionality encourages sharing content and mobile
app among networks
Donate options including Call-in,
Mail-in, Online and special “Donate
$10” now button
Salvation Army: Reach, Inform, educate and galvanize young audience
Mobile Marketing Association
Marketing• Aggressive press campaign with mentions in USA Today and
other key publications• Viral marketing campaign to TSA base via Twitter and
Facebook• CRM / email campaign to TSA consumer base and regional
agencies• Premium placement, PR and CRM from App store Partner
GetJar use App it! Direct response link for cross platform distribution
Success Metrics to Date• Over 211,000 downloads to date; 150,000 in first month alone• 6.2% click through to “Donate $10 Now”• 4.1% submissions to volunteer form
TSA: Marketing and results
Mobile Marketing Association
Zynga / GetJar game launches
• Mafia Wars (Web only) and Zynga Poker launches in Dec 2010
• Integrated marketing campaign including:
– Press– CPM mobile campaigns– Online cross promotion– Email blasts– Social media (Twitter / FB)– Feature placement on GetJar
• Results:– Mafia Wars 900,000 dl’s in 6 weeks– Zynga Poker 100,000 (Android
only)
Mobile Marketing Association
Everyone’s got a phone! What should you do?
• Identify precisely your user and what they expect of your mobile service
• Define your apps strategy – brand or performance
• Select the platforms that best suit your strategy
• Understand and use a wide variety of distribution strategies
• Leverage all the “Free” methods to promote your apps but get a real BUDGET!
Mobile Marketing Association
Thanks you!
Patrick Mork – [email protected]
+1 650 576 1809Http://blog.getjar.com/developer