APS Berlin 2014: My Favourite Bits

This week’s post is a little later than usual, mostly because I’ve be gallivanting around Berlin after attending App Promotion Summit. Firstly, if you’ve never been to Berlin, go, go right now! Not just because of the mix of logical and creative but because Berlin has an amazing app community, full of great ideas and the business acumen to generate vast revenue streams entirely from apps. It’s very impressive.

…enough about how much I love Berlin, lets get back to apps

There were a couple of talks I caught at APS Berlin that really stood out, possibly because they reinforced my thoughts on the general and specific points of mobile app marketing. I’m only going to mention the key point from each talk that stuck in my head.

The Mobile Growth Stack

Andy Carvell – @andy_carvell

Andy did a great talk around the entire mobile growth stack. His stack diagram is excellent and should definitely get the cogs turning in your head.

Here’s Andy’s medium post on it.

soundcloud-mobile-growth-stack

App Review Mining

 

Tom Leclerc – @tomleclerc2

Tom spoke about a topic close to my heart – review mining. I don’t think enough people talk about this, I’ve no idea why. It’s an extremely rich source of information and depending on how many reviews you are mining  you can get a basic data set together using only excel. Tom gave us some reasons for not review mining with some useful responses to them.

…you’ll see here that I totally duffed the photo. 😀

reasons-to-ignore-reviews
reasons-not-to-ignore-reviews

TV ads and App Downloads

Stefan Bieleu – @stefanbielau

Stefan usually gives us something useful and this time it was no exception. TV ads and how they influence app downloads. The part that really stood out to me was the customer retention overtime graph. TV drives a high quality users which results in an incremental drop off in users.

tv-ads-effect-on-downloads

The aha! Moment.

Marie Stwinthaler – @marmarlade

Marie reminded us all that you don’t necessarily need to track 10’s/100’s of metrics. You can have ‘one to rule them all’. The aha moment explaining that twitter had one metric that they monitored religiously because they know the impact of that particular metric, see below.

twitters-aha-moment

Right. That’s the important content bit done. Now for the entertainment!

Introducing the ‘Whatever’ Winners!

As I entered back into the hall I found this at the door:

I knew something was up.

Evgeny (metricscat) and I swanned into the room and grabbed a table with Réda (Fiksu) and Laurie (apptweak) with 6 other people. It was a quiz, a group of 10 of us pick an uninspiring name ‘whatever’. Clearly we were masking our abilities! This is what happened.

We had all won a months full access for PrioriData, at £2,500 per month. An excellent prize for a data junkie!

As you can imagine after collecting our prize the winning team celebrated until the early morning, celebrated like champs!!

So what did I think of #APSBERLIN? I can’t wait until the next one!

App Overlap, Does it Matter? Can it Feed App Strategy?

There are some tools out there that allow you to investigate the other apps your users installs. At first glace some might think this isn’t very useful…I’m going to do ‘me’ and see if I can find something useful in this data set.

This might not work out the way I planned. If you’ve not seen my presentation on Windows App Store Optimisation check it out. The hyposis hasn’t worked out to date, but we’re still trucking and figuring out the key signals.

How we will test how useful this tool is is by picking 3 strongly ranking apps from the car hire industry and look to find a pattern in overlap in the Top 10 shared apps on a device. We’ll look at dates ranges from 1 year, 3 month and 1 month as this is the time frames we have available to us.

Read more

Miratrix @ APPSWORLD

Howdy! This is just a quick post to let you all know that I’ll be on a panel at Apps World 2014 today from 17:25. As well as being Live at Apps World Europe the panel will also be viewable on Google hangouts.

As you’ll have guessed it’s not just me up there, you’ll be able to hear from some of the smartest people involved in mobile app acquisition strategy. I’m super excited to share the stage with Anne-Catherine Goulby (SwiftKey), Ted Nash (Tapdaq), Ryan Pitylak (Unique Influence) and Saikala Sultanova (miniclip).

Check out more details on the WIP Jam site.

If you’re attending and looking for something to do in between talks I’m always up for a coffee. tweet me @nickduddy.

Hopefully I’ll see y’all there!

A bit more on Marketing Apps at Christmas

I think it’s fair to to saye, disagree if you think otherwise, a lot of app companies don’t see the benefit of marketing an app at Christmas. I understand that some companies don’t believe their app lends itself to Christmas. In response to that I say ’tis the season’. The traffic uplifts in the app stores are pretty big over the Christmas and New Year period, this is because a lot of new handsets, upgraded handsets, or tablets are being put in people hands.

…lets look at Google Trends, again

You can see that over the years, though less as the market has become saturated in recent years, that there is a huge traffic spike from November through to January in the UK (this is also seen worldwide, I’m focusing on UK for now) for the term ‘download apps’.

Updates are good for you
We’re not sure how much weighting to give to ‘app freshness’, that is how regularly an app is updated, but it’s fair to say that content and feature updates are important for the user or customer which should be the only reason you need to updates your app. The ASO benefit is secondary…but also a good reason to keep your app up to date.

the old ‘my app isn’t seasonal’ excuse
Oh, go on! Be creative. Do a 12 days of Christmas push, run a competition through your app or simply reskin you app to be festive. There are lots of things you could do, it depends on your business and what your offer.

Develop a new user base

This is a great time to get new users on-board. Using the natural uplift in traffic and optimising for seasonal search phrases will get you exposed to a new groups of people who may not have even know you existed or previously had a reason to look for what you offer.

make sure you make a good first impression

Getting a person to download is much easier than keeping that person engaged. First impressions are everything and if you don’t ‘act’ right and pull the user in you are unlikely to ever convert them to a loyal user or customer. Here are some things to thing about:

  • Data collection – if you’re catching details make it quick
  • Intro and how to use – if your app has a nack to using it, give clear instructions on how to do so
  • Push – Even if you’ve did really well to make the app use easy you still need to pull them back in from time to time

A quick example

As hinted at before updating the app is also a chance to review your seasonal keywords. A great example would be a food app, updated keywords for Christmas recipes would allow rank and catch that engage user and start to build a long term relationship with.

Get on it!

As with all things app related it completely depends on your industry and what your offering is as to how you would approach the Christmas season. It’s not entirely too late to get some wins out of tweaking your app for the season. So why not give it a try? You’ve nothing to lose.

Time For Christmas Apps!

I play around a lot on Google Trends, it’s got some great data. You don’t even need to be imaginative, Google have curated information on trending data everything from Nikki Minaj to the war in Syria.

It’s coming up for Christmas. I know. I’m sorry, I didn’t want to mention it but as a marketer it’d be poor show of me not to talk about it. I thought a post on Christmas App Marketing Research would be useful for you all. Read more