Google play: Marketing 101 for developers

Patrick Mork, Kushagra Shrivastava

3

What is marketing made up of?

Marketing Checklist

App Business Model Promotion Distribution

What problem is the app solving/ unique value?

Paid vs in-app vs ads vs subscription vs hybrid

Segment/ Target/ Position

Identify and prioritize channels

Map the user experienceUnderstand willingness to pay

Build a frameworkBuild relationships w/ right contacts. Pitch your app.

Understand key screens to push marketing messages

Map lifetime value and likelihood to pay

Creative/ Media Planning

Featured Placement on App Stores/ Marketplaces

Test/ Device/ Geo/ OS coverage

Test different business models

Basics: Social pages, Blog, YouTube, Vanity URL, Email

Co-marketing deals: pre-installs, carrier bundling

Product Naming Implement trackingSEO/ PR and social outreach. Engage users and community

Gift Cards/ Pre-paid cards

Products Unique Selling Proposition

Track and OptimizeAd Networks, Desktop Search Ads, Banner Ads, Mobile Ads

Co-marketing w/ 3rd parties

Product Description, Icon, Screenshots, Video

Find sweet spotVideo Ads, Cost per Install, in-app advertisement

Retail/ in-store presence

Product Testing/ Initial Review/ Ratings

Experiment Track and optimizeLicensing deals to enhance brand: TV, movies, toys etc

Product Fact Sheet/ Preso

Iterate and make changes/ Setup promotion experiment

Large media campaigns including OOH, Radio TVCs

I18n partnerships to reach other markets

LEGEND:BASIC

INTERMEDIATE

ADVANCED

Insert Gears video

5+ billion impressions in the first 6 weeks

More Exposur

e

More Users

More Revenu

e

And lots of love from you guys ;)

Approaching Apps Marketing

9

Understand users, build the magic, connect them

Users Magic

App

Business Model

Devices, OS…

Search, ads…

Conventional marketing mapped to apps marketing

Product

Price

PlacePromo

The “R” before the 4 P’s

• Research!• Research before you develop

• Quantitative is broad

• Qualitative is specific

• Costs can be low

• Execution is fast

• Tools: Google.com/insights, Userlytics, Surveymonkey.com

But it all really starts with research

12

Product – snacking vs. feasting

Visit developer.android.com/design to learn how to optimize your app for design

13

Great apps focus on consumers not features

Criteria Checklist

1. Solves a need / entertaining

X

2. Device coverage X

3. OS coverage / parity

X

4. Loads quickly X

5. Easy to use X

6. Constantly upgraded

X

7. Consistently good reviews

X

8. Android specific X

Storm 8 – The Art of product

15

Business Models – The march of Freemium

Price

Free+

Ads

Paid

Hybrid

16

$2.99 $2.99 $1.99 $2.99 $2.99 $1.99 $2.99 $2.99 $.99 $2.990

100,000

200,000

300,000

400,000

500,000

600,000

Spe-cial of-

fer

Up-date and spe-

cial of-fer

End of life

cycle

New app

Paid apps – the $.99 dilemma and price cycles

17

Ads – Where there are eyeballs, dollars will follow

18

• Know your users (STP)– Segment Target Position

• Develop convincing messaging– Messaging, Talking points, creative statement

• Build your marketing plan (ATPR)– Awareness Trial Purchase Repeat

• Create a media Strategy– What media, investment, ROI

Connecting starts with understanding

Ads, Search & placement

Numero Uno: Don’t invest marketing behind a weak product.

Mr. Consumer

(STP) Finding the right audience

Middle Incom

e familie

s

Available Time

Disposable income

Techies/Early adopte

rs

Upscale

Adults – 35-44

College

Student 18-22

Young adults 24-35

Target

Develop messaging which is clear and exciting

• Positioning statement - what is your app / game all about

• Points of difference (POD’s) – why should I care and what’s different about your app

• Call to Action – what am I supposed to do and where can I get it

21

All about reviews, rankings and top list ratingsWhat influences your decision to install an app?

User

Reviews

Top apps

list

User

Ratings

App

Screen

Shots

Search

In-Store

Google

Search

for app

Clicked

Ad or

Search

Word

(ATPR) The right programs for the each phase

Awareness Trial Purchase Repeat

• PR• Social• Search• Mobile ads /

video• Web, TV, ATL

• Free/ trail version

• DR mobile ads• Incentivized• Email • Re-targeting• Pre-loads• Cross selling

• DR mobile / web

• Notifications• Upsell• Discounts /

offers• Bulk sales• CRM

• Loyalty program• Social

integration• Updates• Notifications• CRM• Product

extensions

• Brand - awareness– Video, TV, OOH, YT

• Direct response - users– Search, Mobile Ads,

Incentive (caution*)

• What to measure?– Impressions, clicks,

installs, LTV, cpa

Time to Appvertise! Which media? When?

PocketGems talks marketing

25

Distribution – why Coke is (still) it

• Goal = VIRALITY = Reach

• Step 1. Device coverage

• Step 2. Channel coverage

• Step 3. OS coverage

• Step 4. Analyze, prioritize

• Step 5. Cross fingers

Marketing Checklist

App Business Model Promotion Distribution

What problem is the app solving/ unique value?

Paid vs in-app vs ads vs subscription vs hybrid

Segment/ Target/ Position

Identify and prioritize channels

Map the user experienceUnderstand willingness to pay

Build a frameworkBuild relationships w/ right contacts. Pitch your app.

Understand key screens to push marketing messages

Map lifetime value and likelihood to pay

Creative/ Media Planning

Featured Placement on App Stores/ Marketplaces

Test/ Device/ Geo/ OS coverage

Test different business models

Basics: Social pages, Blog, YouTube, Vanity URL, Email

Co-marketing deals: pre-installs, carrier bundling

Product Naming Implement trackingSEO/ PR and social outreach. Engage users and community

Gift Cards/ Pre-paid cards

Products Unique Selling Proposition

Track and OptimizeAd Networks, Desktop Search Ads, Banner Ads, Mobile Ads

Co-marketing w/ 3rd parties

Product Description, Icon, Screenshots, Video

Find sweet spotVideo Ads, Cost per Install, in-app advertisement

Retail/ in-store presence

Product Testing/ Initial Review/ Ratings

Experiment Track and optimizeLicensing deals to enhance brand: TV, movies, toys etc

Product Fact Sheet/ Preso

Iterate and make changes/ Setup promotion experiment

Large media campaigns including OOH, Radio TVCs

I18n partnerships to reach other markets

LEGEND:BASIC

INTERMEDIATE

ADVANCED

QnA

Thank You

@madmork

@kushagra