growing user base – find the best channels that work the best for your company - ewa stochlinska,...
TRANSCRIPT
Growing your user baseFind channels that work best for your company
Agenda• About us
• Today’s challenge
• Overview of channels (existing & upcoming)
• What works for us
• Key takeaways
About us• Founded 2011
• Sourcing best travel offers
• USP
• Save time and money
• Human-curated
• Transparency & authenticity
Travel on the Pirate’s Budget
Our Brands
+7,000,000 +100,000
+24,000,000+5,000,000 +500,000
+7,000,000 +100,000
+24,000,000+5,000,000 +500,000
Facebook Subscribers WhatsApp Subscribers
Monthly Visitors App Downloads
Newsletter Subscribers
Known status quo…• Driving downloads = increasingly competitive and
challenging
• More than 4.2 million apps available in iOS & Google Play…and every month over 40,000 new apps are released*
• Less new downloads per user
• Google app indexing
UA Costs
ROI
*AppAnnie July 2016
Channels overview
UA
Paid
It depends…
Non-paid
Native ads
BannersVideos
TV Radio
Google Play Ads
FB/Instagram…
Location based msgPrin
tSTOP
What problem are you trying to solve?
What is your USP compared to other
apps?
Simple approach…• Who would use my app and why?
• My app versus the competition:
My app
Comp 1
Comp 2
Comp 3
Comp 4
strong
strongweak
Overview of channels
UA
Trends
Paid
It depends…
Non-paid
Owned media
ASO Top Charts
Native ads
Banners
Videos
3th app stores
App Discovery Sites
Apple search ads
Influencer platforms
Bots cooperation's
TV Radio
Print Media
Featured
Google Play Ads
PR
Virality/WOM
Cross-Promo
Pre-loading apps on device
Content/Blog
User generated content
FB/Instagram… Snapchat ads
Gorilla Marketing
App Indexing
Location based msg
Incentive Campaigns
Other in-phone formats
VR Formats
…....
Example – Other in-phone formats
Time/Location/personal interest
Extras for user for opt-in
Lock-in screenExtra inbox in your iOS inbox
Ads
Calling screen used for ads
Example – Pre-loading appsCooperation with carrier or device producer
Recommendation after fist smartphone set up
Example – Print Media
Target group match
Special paper
Converting customer
Cross-promo possible
Example – 3th app stores
and many others…
Example – App discovery sites
App of the day provider
Independent testers and reviews sites
Example – Gorilla Marketing
Graffiti on the street
Example – Owned Media
Landing Page Guided video
Social Media
Newsletter
Example – Virality, WOM
Example – ContentContent Website
Blogs
Forums
User generated content
0 $ for authentic influencers
+5,000,000App Downloads
almost 0 Eurotraditional paid UA
=
Our experience
Virality• Gaining new users via WOM, comments and shares
• Being considered as spam is part of our success
Owned media• Never miss another deal => becoming a returning user
• Newsletter, WhatsApp & App
• Articles on own website and incentive contest campaigns
Remaining marketing channels• Cross-Promotion (similar target group & MAU)
• Organic => ASO
• Testing & future:
• Apple search ads - room for improvement
• Influencer marketing
Partner
Key takeaways• Before spending money => Evaluate your product
• Find the best, creative way for growing your app
• Remember, UA doesn’t need to cost a fortune
• Stay updated and don’t forget to test
Thank you
Your Matey
Ewa Stochlinska
Senior Business Development Manager
Sailing Master