Master en Marketing Digital

Mobile MarketingHugo Pibernat

UAB Master · March 2014

–Simon Sinek

“Is not what you do, is why you do it.”

Datos Contexto

Conocimiento Sentido común

WhatHow Why

1:5Only 1 in 5 phones is a smarphone

Apps

• Multitouch

• Better performance

• Rich interfaces

• AppStore presence

• Push Notifications

Why iOS first?

Business models

¿Why is mobile a revolution?

New B2C channel

Direct return

Virtual GoodsLicenses

The user pays

Direct return

Virtual GoodsLicenses

The user pays

Direct return

Virtual GoodsLicenses

The user pays

Indirect return

Value generationAdvertisement

A third party pays

Indirect return

Value generationAdvertisement

A third party pays

Indirect return

Value generationAdvertisement

A third party pays

How do you generate value?

Some numbers

• Square: processes $25 million/day

• Angry Birds: +1billion/downloads

• Instagram: +100 million users

Exercise

Is it always positive to have more users?

Mobile usage

How much?

8% video hours !

15% internet traffic

40% any-age users read the news

Top 100 grossing apps for iOS

Paid 34% vs. 64% Free

Top 100 grossing apps for iOS

Paid 34% vs. 64% Free

No In App Purchase 7% vs. 93% InApp Purchase

Top 100 grossing apps for iOS

Paid 34% vs. 64% Free

No In App Purchase 7% vs. 93% InApp Purchase

Non games 17% vs. 83% Games

Advertising

Advertising

• ~10% of digital advertising is mobile

• ~2% of all advertising is mobile

Native Ads

• Ads in timelines

• Sponsored content

• Geo-located ads

• Shareable ads

• Activity-linked ads

Marketing goals

+ profits - costs

+ satisfaction

¿What is the focus of marketing?

¿What is the focus of marketing?

The user

Areas of Action

Acquisition - Conversion - Engagement

Games

All-time Top-grossing Apps1.Angry Birds

2.Fruit Ninja

3.Doodle Jump

4.Cut the Rope

5.Angry Birds Seasons

6.Words with Friends

7.Tiny Wings

8.Angry Birds Rio

9.Pocket God

10.Camera+

From Business Insider, March 2012

All-time Top-grossing Apps1.Angry Birds

2.Fruit Ninja

3.Doodle Jump

4.Cut the Rope

5.Angry Birds Seasons

6.Words with Friends

7.Tiny Wings

8.Angry Birds Rio

9.Pocket God

10.Camera+

From Business Insider, March 2012

GAMES!!

Current Top-Grossing Apps

Current Top-Grossing Apps

GAMES!!

Candy Crush Saga

SEO

Create content of quality

What is virality?

Virality is the speed of reference.

Exercise:

How do we measure virality?

Analytics

Ingredients

Knowledge

Data

Visualization

Ingredients

Knowledge

Data

Visualization

Ingredients

Knowledge

Data

Visualization

Ingredients

Knowledge

Data

Visualization

Data Overload

Ingredients

Knowledge

Data

Visualization

Data Overload

Useless Data

Ingredients

Knowledge

Data

Visualization

Data Overload

Useless Data

Charts

Ingredients

Knowledge

Data

Visualization

Data Overload

Useless Data

Charts

AGILE DATA-DRIVEN

ANALYTICS

Mobile Analytics

• Google Analytics

• Localytics

• Malcom

• Adobe Omniture

• Custom (BigData)

Measuring success

Key Performance Indicators

What is the value of a user?

• Virality

• Retention

• Mobnetization

Remark: ufert.se - “A comprehensive free-to-play game model”

What is the value of a user?

• Virality

• Retention

• Mobnetization

Remark: ufert.se - “A comprehensive free-to-play game model”

CLV

False friends

Revenue per dayNumber of registered users

Number of downloads

The big flip in analytics

User basedSession based

Cross-Platform tracking

Google Universal Analytics

A veces los datos nos engañan

0

12,5

25

37,5

50

April May June July

Nunca pierdas el instinto

Strategy

–Simon Sinek

“Is not what you do, is why you do it.”

SOcial LOcal

MObile

Adquisición > Local

¿Nos afecta la competencia de negocios locales?

‣ analizar en Google Analytics CTR para localidades con o sin competencia local

‣ a/b testing copy anuncio: con o sin teléfono

‣ a/b testing copy anuncio: destacar inmediatez

AdWords Extensions

Click to BuyClick to CallClick to Drive

QR Codes

Grant Berry Farms

Be user friendly

Seamless experience UsabilityHyperrelevance

A few words on gaming

Gaming = User Experience

Crea la mejor experiencia de usuario posible.

Jugadores

Pagadores

–Simon Sinek

“Is not what you do, is why you do it.”

equilibrio entre habilidades y retos

Habilidades

Reto

Habilidades

Reto

Flow

Flow: equilibrio entre

habilidades y retos

En flow gozamos más

0

25

50

75

100

1 2 3 4 5 6 7 8 9

0

25

50

75

100

1 2 3 4 5 6 7 8 9

Habilidades

Reto

Si un nivel es muy difícil…

Habilidades

Reto

Si un nivel es muy difícil…

Habilidades

Reto

Si un nivel es muy difícil…

Habilidades

Reto

Si un nivel es muy difícil…

Esfuerzo exigido

Habilidades

Reto

Si un nivel es muy difícil…

Habilidades

Reto

Si un nivel es muy difícil…

Habilidades

Reto

Ayudemos al usuario!

Habilidades

Reto

Mejoras en la experiencia

Ayudemos al usuario!

Habilidades

Reto

Mejoras en la experiencia

Ayudemos al usuario!

Antes

0

25

50

75

100

1 2 3 4 5 6 7 8 9

Después

0

25

50

75

100

1 2 3 4 5 6 7 8 9

Habilidades

Reto

Habilidades

Reto

Frustración

Habilidades

Reto

Aburrimiento

Frustración

Retener a los usuarios

Mantener a los usuarios en flow

–Simon Sinek

“Is not what you do, is why you do it.”

El loop viral

Juega donde quieras

Juega con quien quieras

Juega tanto como quieras

¿He llegado ya a la cúspide?

% User Renewal

User lifetime

% User Renewal

User lifetime

New game

% User Renewal

User lifetime

Early adopters

% User Renewal

User lifetime

Maturity

% User Renewal

User lifetimeSuper hit

% User Renewal

User lifetime

% User Renewal

User lifetime

% User Renewal

User lifetimeAlta monetización

Alto gasto en adquisición de

usuarios

A few words on innovation

No todo es performance marketing

El elefante y la estaca

No limiting beliefs

Be a hero!

Back to the product

–Simon Sinek

“Is not what you do, is why you do it.”

Solo el usuario es más importante que el

producto

Test & Decide

Test & Learn

–Simon Sinek

“Is not what you do, is why you do it.”

Pon todo lo que tienes en todo lo que haces.

–Simon Sinek

“Is not what you do, is why you do it.”

Mobile MarketingHugo Pibernat

UAB Master · March 2014