'Lessons from trying multiple app marketing channels' - Stefanie Eisenschenk at App Promotion Summit...

App Promotion Summit

TV everywhere. Any screen.

Free of charge and premium (in app purchase)

business objective

We want people to watch TV with Zattoo (with channel switch ads seen) and sell Zattoo pay products,on all supported devices.

Zattoo products

Young,preferwatching for free

36 and olderreadiness to pay for more TV & quality

The watchers

Free of charge

premium

The idea: Zattoo brings Live TV on “connected devices”

4

Build the basement


5

Process to be prepared

online user survey

data analysis

user workshop

market monitoring 1 strategy focus

2 cleanup & optimization

product

communication

reporting tools

CLV analysis by device

KPI matrix

Traffic > App Store

App Tool for touch pointsYes!

Yes! Evaluation

Not in use


7

KPI Matrix

CreatingTouch points

CreatingTouch points

TrafficSource

/campaign ID/ App Stores

TrafficSource


1. App Install2. Sign up

3. Redeem gift code

1. App Install2. Sign up

3. Redeem gift code

1. AD seen2. Transactionpay product

1. AD seen2. Transactionpay product

Micro- Macro-

€

App PromoAppLinkApp Analytics

Conversion TrackingDistimo SDK

Responsive Website

Ready 4 Mobile Search & SEM

App Stores presentation

Mobile Brand: Icon & Claim

Designed Screenshots

First screens USPs

Feature headlines


10

Mobile App Traffic

Reporting comparison


11

Mobile App Traffic

Reporting comparison

Macro Conversion €

Micro Conversion


12

Test campaigns


13

Print: TV magazine

Gift code as booster

QR Code App Download

URL> Zattoo WebPlayer

Time limited!

Touch points


14

Gift codes go viral

Backlinks! SEO Effects

Articles with AppLinks for Download

Quality & Quantity Multi-Channel

Marketing Mix

Budget?

Performance

Brand awareness

Multi-Channel Marketing Mix

TVTV Internet& MobileInternet& Mobile SEM/SEOSEM/SEO Social

MediaSocial Media

Partner-Ships

Partner-Ships

Print,Plakat,

Sponsoring& Event

Print,Plakat,

Sponsoring& Event

Acquistions New Visits, Signup (Sign in)

Mobile activities: Traffic to App Stores, App Install, Signup

Acquistions New Visits, Signup (Sign in)

Mobile activities: Traffic to App Stores, App Install, Signup

Macroconversion 1: Ad seen Dimensions: Ads / Month (CS Ad User),

Dimensions: Watched Channels (per Visit)



Macroconversion 2: Subscription pay user = Zattoo Pay ProductsMacroconversion 2: Subscription pay user = Zattoo Pay Products

E-Mails / SM HiQ-

Display /Blurb Web

E-Mails / SM HiQ-

Display /Blurb Web

InApp Pushnotification

MobileAd


MobileAd

ACTIVATIng

ACTIVATIng

NEW

USER

NEW

USER

Know the key(word)s

Data research

Quality users:iOS CLV

The idea: Zattoo brings Live TV on “connected devices”RTL-November campaign

70 TV channels free+

Premium channels November free for all

70 TV channels free+

Premium channels November free for all

Premium content one month free of charge

data insides:zattoo show ratings

data insides: zattoo in app search

RTL-November benefitsTV show ratings

Google search

Keyword trafficestimator

App Store history CLV analysisby device


19

RTL Campaign

Multi-Channel Marketing Mix

App to Install iOS

App to Install iOS SEM PC &

MobileSEM PC &

Mobile

Internet& MobileDisplay

Internet& MobileDisplay

Social Media

& Partners

Social Media

& Partners

Acquistions PC: New Visits, Signup (Sign in)

Mobile (activities) : Traffic to App Stores, App Install, Signup

Acquistions PC: New Visits, Signup (Sign in)

Mobile (activities) : Traffic to App Stores, App Install, Signup





Macroconversion 2: Subscription pay user = Zattoo Pay ProductsMacroconversion 2: Subscription pay user = Zattoo Pay Products

E-Mails / SM HiQ-

Display /Blurb Web

E-Mails / SM HiQ-

Display /Blurb Web


MobileAd


MobileAd

ACTIVATIng

ACTIVATIng

NEW

USER

NEW

USER

Smart Boost: iPad Top-Charts

2.11.13

Top 1: overall free

Top 1: category

Top 44: overall gross

Top 3:iphoneoverall free

9.11.13

App Install

Facebook Mobile iOS & Targeting

Google SEM Mobile iOS & Android

Mobile Display

iPad/iPhone Android

InApp-Banner/iLiga

App Install

Mobile Display Welt


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RTL Nov: KPI Reporting

Source comparison Quality comparison

TrafficSource


TrafficSource


1. App Installs iOS Avg last week 184 %

2. Sign up Avg iOS by 120 %

1. App Installs iOS Avg last week 184 %

2. Sign up Avg iOS by 120 %

1. AD seen Avg. last week

iOS by 84%

2. Transactionpay product (Dez)

1. AD seen Avg. last week

iOS by 84%

2. Transactionpay product (Dez)

€

App AnalyticsDownload iOS,peak of the year

1. Smart Boost2. Google SEM3. Display

1. Smart Boost2. FB Mobile3. Google SEM


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What’s next?

TV & mobile

Zattoo Team

Marketing Manager

[email protected]

'Lessons from trying multiple app marketing channels' - Stefanie Eisenschenk at App Promotion Summit...

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Transcript of 'Lessons from trying multiple app marketing channels' - Stefanie Eisenschenk at App Promotion Summit...