oliver clark 'finding real value – understanding app marketing costs, channels, and...

2.2 M apps in Google Play + Apple App Store

Today’s App Discovery Battleground

Big Opportunity – Big Challenges

• Average user: 40 apps, but regularly uses only 15 (HARVARD BUSINESS REVIEW, MAR 2013)

• 22% of all app downloads are used only once (LOCALYTICS, APR 2014)

• Fragmentation: a complex ecosystem full of disparate point products

“Consumers have never been more connected – but it’s never been harder to connect with them.”

– Tom Daly, Coca-Cola

Worldwide CPIs Over Time

Global CPI Trends: Similar, but not Identical

OS CPI Trends: Similar, but not Identical

More Important than CPI: CPLU

Same Budget—Different Impact

Non-Incent IncentDifferenc

e

Budget $10,000 $10,000 0%

Cost per Download $2.96 $0.73 -75%

Downloads 3,378 13,699 305%

% converting to loyal 57% 24%

Loyal Users 1,926 3,288 71%

Cost per Loyal User $5.19 $3.04 -41%

Fueling discoverability through UA

• TechCrunch chart: Download volume helps search results

• Organic lift – measurement and importance

App Marketing Mix Is Constantly Evolving

Want to talk?oclark@fiksu.com

www.fiksu.com

@fiksu

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