oliver clark 'finding real value – understanding app marketing costs, channels, and...
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Oliver Clark 'Finding Real Value – Understanding app marketing costs, channels, and trends' FiksuTRANSCRIPT
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
