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Dvir Reznik
@dvirreznik
dvirreznik.com
 B2B2C marketing
 B2C
 What problem does your product solve?
 Who are you selling it to?
 Are they aware of the problem?
 Will they be willing to pay for it?
Sometimes, it‟s about creating a solution for a
„problem‟ people didn‟t know existed
Thin slicing
Thick slicing
Source: Adapted from Nir Eyal, nirandfar.com
Is it a Painkiller or a Vitamin?
• Obvious need
• Quantifiable market
• Monetizable
• Emotional need
• „I feel good‟
• Market unknown
101 of Mobile Marketing - Droidcon Paris
Channels
User
Acquisition
App Store
Optimization
Messaging Product Analytics
Working with
the Media
Community Online
Google Analytics
Fiverr
oDesk / eLance
OneHourTranslation
Dropbox/Copy
HARO (Help A Reporter Out)
Twitter lists
Distimo Monitor
Google Keywords Tool
Unbounce
MailChimp
Asana
SurveyMonkey
TestFairy
AppCodes.es
LinkedIn Groups
Facebook pages
Campus London EDU
PAUG
Optimizely
101 of Mobile Marketing - Droidcon Paris
What did I do yesterday and
how it performed?
What I‟m doing today
What am I doing tomorrow?
Source: The Lean Startup by Eric Ries
101 of Mobile Marketing - Droidcon Paris
Google Play of course
Dedicated App Stores (Samsung‟s, T-
Mobile‟s, Amazon‟s, etc)
Pre-loads („holy grail‟)
Optimize your SEO
PR and bloggers
Ad networks
High volume
High conversion
Low cost
101 of Mobile Marketing - Droidcon Paris
 Acquisition: users download from various channels
 Activation: users enjoy 1st visit, a happy experience
 Retention: users come back, open app multiple times
 Referral: users like our app enough to refer others
 Revenue: users conduct some monetization behavior
Source: Dave McClure
 Notifications
 Invites
 Rate Us
 Badge icons
 Emails
 App Store Optimization
 Website Optimization
 CPC, CPD, CPA
 Lots of mobile ad networks
 Test first, campaign later
 Facebook App Center & App Install
 Twitter Ads
1. Paid app
2. Subscription based
3. Free app with in-app purchase
4. Free app with ads
5. 3rd-party SDK: Mobario, Mobilda, others
 Name
 App icon
 Category
 Screenshots
 Description
 Rating
 Reviews
 Be Creative
 A/B test everything
Product
TimingStory
101 of Mobile Marketing - Droidcon Paris
 Know the narrative(s)
 Find your customer‟s internal trigger (as
opposed to external trigger)
 „Every time the user [trigger], they [my
product]‟
“Every time the user feels
lonely, they open Facebook”
 Serendip & Whitney Houston
 Twitter @ SXSW
 Onavo & AT&T
 Sync your calendars
 Ride on major events/themes
 Features that improve conversion
◦ 80% - optimize existing features
◦ 20% - develop new features
 No right or wrong – A/B Test, a lot
 Measure
 Repeat
101 of Mobile Marketing - Droidcon Paris
Like The Web, But A Lot Harder
- Sean Byrnes, Flurry CTO
 Retention – month/month active users
 Engagement – increase active users
 Monetization – make money 
“The people who signed up in the first
month: Are they still using it today?
Often in social startups you‟ll see
people sign up, use it for a couple of
months, and then never use it again.
This weird effect where, because your
sign-up rate is so high, your active
users seems to stay pretty much the
same. Like a revolving door.”
 Funnel analysis
 Social sharing
 Demographic data
 Tracking time and location  context
 Optimize signup process
 Push notification
 Rate Us
 Update Version
 Email marketing
101 of Mobile Marketing - Droidcon Paris
The Fact That You Exist
– Not News
101 of Mobile Marketing - Droidcon Paris
101 of Mobile Marketing - Droidcon Paris
 Research your audience (aka the press)
 Don‟t spam
 Perfect your elevator pitch
 Twitter lists
 G+ for tech pundits and journalists
 Facebook – rally your troops
101 of Mobile Marketing - Droidcon Paris
101 of Mobile Marketing - Droidcon Paris
 Start early (Soluto)
 Choose your markets (Waze)
 Be creative (Rovio)
 Give back (Google giveaways)
 Publicize your users (Onavo)
 Time to first share
 length of sharing period
 k factor (how many new users
does each user bring in)  larger
than 1
101 of Mobile Marketing - Droidcon Paris
101 of Mobile Marketing - Droidcon Paris
 Web to Mobile
 Downloads, not page views
 Engagement
 Cross-sale portfolio apps
Dvir Reznik | @dvirreznik | dvirreznik.com
 Marketing & PR dude for startups
 Past:
◦ Onavo, Director of Marketing
◦ Intlock, VP Sales & Marketing
◦ IBM Software
 Online: dvirreznik (everywhere)

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101 of Mobile Marketing - Droidcon Paris

  • 3.  What problem does your product solve?  Who are you selling it to?  Are they aware of the problem?  Will they be willing to pay for it?
  • 4. Sometimes, it‟s about creating a solution for a „problem‟ people didn‟t know existed
  • 6. Source: Adapted from Nir Eyal, nirandfar.com
  • 7. Is it a Painkiller or a Vitamin? • Obvious need • Quantifiable market • Monetizable • Emotional need • „I feel good‟ • Market unknown
  • 9. Channels User Acquisition App Store Optimization Messaging Product Analytics Working with the Media Community Online
  • 10. Google Analytics Fiverr oDesk / eLance OneHourTranslation Dropbox/Copy HARO (Help A Reporter Out) Twitter lists Distimo Monitor Google Keywords Tool Unbounce MailChimp Asana SurveyMonkey TestFairy AppCodes.es LinkedIn Groups Facebook pages Campus London EDU PAUG Optimizely
  • 12. What did I do yesterday and how it performed? What I‟m doing today What am I doing tomorrow?
  • 13. Source: The Lean Startup by Eric Ries
  • 15. Google Play of course Dedicated App Stores (Samsung‟s, T- Mobile‟s, Amazon‟s, etc) Pre-loads („holy grail‟) Optimize your SEO PR and bloggers Ad networks High volume High conversion Low cost
  • 17.  Acquisition: users download from various channels  Activation: users enjoy 1st visit, a happy experience  Retention: users come back, open app multiple times  Referral: users like our app enough to refer others  Revenue: users conduct some monetization behavior Source: Dave McClure
  • 18.  Notifications  Invites  Rate Us  Badge icons  Emails  App Store Optimization  Website Optimization
  • 19.  CPC, CPD, CPA  Lots of mobile ad networks  Test first, campaign later  Facebook App Center & App Install  Twitter Ads
  • 20. 1. Paid app 2. Subscription based 3. Free app with in-app purchase 4. Free app with ads 5. 3rd-party SDK: Mobario, Mobilda, others
  • 21.  Name  App icon  Category  Screenshots  Description  Rating  Reviews  Be Creative  A/B test everything
  • 24.  Know the narrative(s)  Find your customer‟s internal trigger (as opposed to external trigger)  „Every time the user [trigger], they [my product]‟ “Every time the user feels lonely, they open Facebook”
  • 25.  Serendip & Whitney Houston  Twitter @ SXSW  Onavo & AT&T  Sync your calendars  Ride on major events/themes
  • 26.  Features that improve conversion ◦ 80% - optimize existing features ◦ 20% - develop new features  No right or wrong – A/B Test, a lot  Measure  Repeat
  • 28. Like The Web, But A Lot Harder - Sean Byrnes, Flurry CTO
  • 29.  Retention – month/month active users  Engagement – increase active users  Monetization – make money 
  • 30. “The people who signed up in the first month: Are they still using it today? Often in social startups you‟ll see people sign up, use it for a couple of months, and then never use it again. This weird effect where, because your sign-up rate is so high, your active users seems to stay pretty much the same. Like a revolving door.”
  • 31.  Funnel analysis  Social sharing  Demographic data  Tracking time and location  context  Optimize signup process  Push notification  Rate Us  Update Version  Email marketing
  • 33. The Fact That You Exist – Not News
  • 36.  Research your audience (aka the press)  Don‟t spam  Perfect your elevator pitch  Twitter lists  G+ for tech pundits and journalists  Facebook – rally your troops
  • 39.  Start early (Soluto)  Choose your markets (Waze)  Be creative (Rovio)  Give back (Google giveaways)  Publicize your users (Onavo)
  • 40.  Time to first share  length of sharing period  k factor (how many new users does each user bring in)  larger than 1
  • 43.  Web to Mobile  Downloads, not page views  Engagement  Cross-sale portfolio apps
  • 44. Dvir Reznik | @dvirreznik | dvirreznik.com
  • 45.  Marketing & PR dude for startups  Past: ◦ Onavo, Director of Marketing ◦ Intlock, VP Sales & Marketing ◦ IBM Software  Online: dvirreznik (everywhere)