Master en Marketing Digital
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Transcript of Master en Marketing Digital
![Page 1: Master en Marketing Digital](https://reader034.fdocuments.net/reader034/viewer/2022042713/547c8ac4b4af9f1b108b4897/html5/thumbnails/1.jpg)
Mobile MarketingHugo Pibernat
UAB Master · March 2014
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–Simon Sinek
“Is not what you do, is why you do it.”
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Datos Contexto
Conocimiento Sentido común
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WhatHow Why
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1:5Only 1 in 5 phones is a smarphone
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Apps
• Multitouch
• Better performance
• Rich interfaces
• AppStore presence
• Push Notifications
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Why iOS first?
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Business models
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¿Why is mobile a revolution?
New B2C channel
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Direct return
Virtual GoodsLicenses
The user pays
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Direct return
Virtual GoodsLicenses
The user pays
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Direct return
Virtual GoodsLicenses
The user pays
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Indirect return
Value generationAdvertisement
A third party pays
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Indirect return
Value generationAdvertisement
A third party pays
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Indirect return
Value generationAdvertisement
A third party pays
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How do you generate value?
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Some numbers
• Square: processes $25 million/day
• Angry Birds: +1billion/downloads
• Instagram: +100 million users
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Exercise
Is it always positive to have more users?
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Mobile usage
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How much?
8% video hours !
15% internet traffic
40% any-age users read the news
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Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
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Top 100 grossing apps for iOS
Paid 34% vs. 64% Free
No In App Purchase 7% vs. 93% InApp Purchase
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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
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Advertising
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Advertising
• ~10% of digital advertising is mobile
• ~2% of all advertising is mobile
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Native Ads
• Ads in timelines
• Sponsored content
• Geo-located ads
• Shareable ads
• Activity-linked ads
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Marketing goals
+ profits - costs
+ satisfaction
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¿What is the focus of marketing?
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¿What is the focus of marketing?
The user
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Areas of Action
Acquisition - Conversion - Engagement
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Games
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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
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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!!
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Current Top-Grossing Apps
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Current Top-Grossing Apps
GAMES!!
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Candy Crush Saga
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SEO
Create content of quality
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What is virality?
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Virality is the speed of reference.
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Exercise:
How do we measure virality?
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Analytics
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Ingredients
Knowledge
Data
Visualization
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Ingredients
Knowledge
Data
Visualization
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Ingredients
Knowledge
Data
Visualization
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Ingredients
Knowledge
Data
Visualization
Data Overload
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Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
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Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Charts
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Ingredients
Knowledge
Data
Visualization
Data Overload
Useless Data
Charts
AGILE DATA-DRIVEN
ANALYTICS
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Mobile Analytics
• Google Analytics
• Localytics
• Malcom
• Adobe Omniture
• Custom (BigData)
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Measuring success
Key Performance Indicators
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What is the value of a user?
• Virality
• Retention
• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play game model”
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What is the value of a user?
• Virality
• Retention
• Mobnetization
Remark: ufert.se - “A comprehensive free-to-play game model”
CLV
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False friends
Revenue per dayNumber of registered users
Number of downloads
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The big flip in analytics
User basedSession based
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Cross-Platform tracking
Google Universal Analytics
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A veces los datos nos engañan
0
12,5
25
37,5
50
April May June July
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Nunca pierdas el instinto
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Strategy
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–Simon Sinek
“Is not what you do, is why you do it.”
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SOcial LOcal
MObile
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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
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AdWords Extensions
Click to BuyClick to CallClick to Drive
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QR Codes
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Grant Berry Farms
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Be user friendly
Seamless experience UsabilityHyperrelevance
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A few words on gaming
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Gaming = User Experience
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Crea la mejor experiencia de usuario posible.
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Jugadores
Pagadores
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–Simon Sinek
“Is not what you do, is why you do it.”
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equilibrio entre habilidades y retos
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Habilidades
Reto
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Habilidades
Reto
Flow
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Flow: equilibrio entre
habilidades y retos
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En flow gozamos más
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Habilidades
Reto
Si un nivel es muy difícil…
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Habilidades
Reto
Si un nivel es muy difícil…
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Habilidades
Reto
Si un nivel es muy difícil…
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Habilidades
Reto
Si un nivel es muy difícil…
Esfuerzo exigido
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Habilidades
Reto
Si un nivel es muy difícil…
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Habilidades
Reto
Si un nivel es muy difícil…
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Habilidades
Reto
Ayudemos al usuario!
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Habilidades
Reto
Mejoras en la experiencia
Ayudemos al usuario!
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Habilidades
Reto
Mejoras en la experiencia
Ayudemos al usuario!
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Antes
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Después
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Habilidades
Reto
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Habilidades
Reto
Frustración
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Habilidades
Reto
Aburrimiento
Frustración
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Retener a los usuarios
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Mantener a los usuarios en flow
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–Simon Sinek
“Is not what you do, is why you do it.”
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El loop viral
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Juega donde quieras
Juega con quien quieras
Juega tanto como quieras
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¿He llegado ya a la cúspide?
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% User Renewal
User lifetime
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% User Renewal
User lifetime
New game
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% User Renewal
User lifetime
Early adopters
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% User Renewal
User lifetime
Maturity
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% User Renewal
User lifetimeSuper hit
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% User Renewal
User lifetime
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% User Renewal
User lifetime
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% User Renewal
User lifetimeAlta monetización
Alto gasto en adquisición de
usuarios
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A few words on innovation
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No todo es performance marketing
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El elefante y la estaca
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No limiting beliefs
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Be a hero!
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Back to the product
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–Simon Sinek
“Is not what you do, is why you do it.”
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Solo el usuario es más importante que el
producto
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Test & Decide
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Test & Learn
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–Simon Sinek
“Is not what you do, is why you do it.”
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Pon todo lo que tienes en todo lo que haces.
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–Simon Sinek
“Is not what you do, is why you do it.”
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Mobile MarketingHugo Pibernat
UAB Master · March 2014