The Hidden Power of Apps: Unlocking the Future of Marketing

Transcription

1 The Hidden Power of Apps: Unlocking the Future of Marketing Micah Adler CEO & Founder, Fiksu January 16, 2014

2 Who is Fiksu? 200 PEOPLE 3 CONTINENTS Cohesive Mobile App Marketing 800 CLIENTS 1800 APPS 2B+ APP INSTALLS 300B+ APP EVENTS/MONTH

3 Fiksu simplifies the complex mobile marketing landscape

4 Fiksu Technology Core Proprietary algorithms optimize media spend: Across sources Within sources Store & rank 300B mobile app events per month Pre-install: impression opportunities Post-install: feedback for what marketing is working Both drive optimization

5 Fiksu Products for Mobile App Marketing DSP Highly targeted programmatic real-time mobile media buying Attribution Closed loop attribution, reporting and analytics Social Display Incent Outstanding app acquisition results on Facebook (others coming) One stop, optimized access to the top mobile display networks High volumes of installs at low CPIs for maximum visibility

6 Who Do We Work With? Clients include: 40 of the top 50 grossing apps in the App Store World-class brand marketers and leading agencies

7 $100 Billion Dollar Mobile App Economy 75% of adults pick up their smartphone within 15 minutes of waking up Smartphone owners check their devices 150x / day 2013 mobile app revenue Fiksu estimate: $38 B 2B smartphones expected to ship in 2014 vs. 300M PCs Mobile: over 50% of transactions on Amazon, Gilt, Groupon, and more; 75% of Facebook and Twitter usage Apple and Google Play app store downloads topped102 billion in 2013 $92 billion in revenue will be generated by mobile apps in 2018 ABI Research, March 2013 Gartner Dec 2013 Various GARTNER Sept 2013 ABI Research, March 2013

8 Why apps?

9 Consumers Prefer Apps 87% of consumer time spent in mobile is in apps Games, news, productivity, utility, communications, social networking APP Men: 25 h 53 m Women: 28 h 7 m 13% of consumer time is spent in mobile web In browser, surfing the web, emulating the desktop experience. Smartphones Mobile Web Men: 4 h 1 m Women: 4 h 23 m Source: Nielsen

10 Mobile CPM v. Traditional Tactics Fiksu Labs study June billion data points Multiple global brands 1 year of data Mobile $1.46 Billboard $2.05 Web $3.50 Internet Radio $3.61 Broadcast Radio $8.61 Magazine $9.35 Online Video Ad $17.50 Newspaper $22.95 Network TV Primetime $24.08

11 Desktop / App Cost Comparison Client Scope Cost Per Download Example Desktop AdWords Click Global Sports Brand Global: ios $.64 $1.08 Large CE Brand Global: Android $.57 $1.36 Fast Casual Chain US: ios & Android $.24 $.85 Desktop AdWords clicks are roughly 2X the cost of mobile app downloads

12 Rethinking Engagement Metrics Comparison between branded online and mobile app marketing for 3 large brands App Engagements: number of times an app is launched / resumed Cost is pennies per engagement - Desktop is 10X higher Mobile is the most cost effective form of consumer engagement Brand Type Quick Serve Restaurant Brand Consumer Electronics Brand Consumer Packaged Goods Brand Cost per Click Cost per App Engagement $.60 $.75 $.07 $.08 $.97 $1.24 $.30 $.40 $.50 $.78 $.02 $.07

13 Mobile Apps Strategic Advantages Pre-download Impression, click, App Store landing page >>> download Capture data on effective messaging and creative Post-download Persistent device presence Immersive in-app experience & engagement Ongoing push notifications Understand usage patterns & own customer data Overall Undervalued Consumer preference Involved in lifecycle end-to-end

14 Brands Embracing Mobile Apps Most Cost Effec+ve Form Of Consumer Engagement Majority of business Large MarkeWng Investment Significant AcquisiWons and Investments Venture Plays

15 If the Apple App Store Was Its Own Business $10B in revenue

16 Evolution of the apps economy... Customer lifecycle management Increased brand engagement Increased downloads

17 Consumer Lifecycle Management As the consumer conversation becomes mobile, your app becomes the unifying force for relationship management Very large amounts of data and the ability to act on it Standardized, consistent metrics Interaction throughout the customer lifecycle Communicate based on stage of relationship Communicate based on location There s nobody standing between you and the customer. Question: is your lifecycle engagement active or passive?

18 Retargeting: active lifecycle engagement Retargeting: remind, re-engage, restart Using that data: what do they like? What do they respond to? Adjust creative, offer, message, timing/frequency Challenge: there are many channels to reach the consumer Mobile: Social, RTB, Ad Networks,... Desktop: cross channel brings desktop users to mobile Effective retargeting solution works across all of these channels

19 Build or buy a solution that integrates these channels

20 Takeaways Apps are a pervasive and persistent part of consumers lives. Brands can take advantage of the powerful connection between apps and consumers and the data that it generates. That connection and data will make mobile the default channel for customer lifecycle management. You need to build or buy a cohesive user acquisition and engagement system to take advantage of this relationship.

21 Thank You! Learn more: Want to talk?