Mobile App Marketing Best Practices Micah Adler Founder & CEO, Fiksu

Agenda Mobile: Big Opportunities, Big Challenges Brief overview of Fiksu Mobile app marketing best practices

Multi-Billion Dollar App Economy…. $19B Mobile apps and advertising revenue in 2012 (MARY MEEKER, DEC 2012) 182B App downloads by 2015 $74B Revenue will be generated by mobile apps in 2016 (GARTNER, DEC 2012)

With Big Opportunity Comes Big Challenges 1.5M Apps in the App Store and Google Play 15K New apps per week 200+ Mobile ad networks

HIGH PERFORMANCE MOBILE APP MARKETING PLATFORM Aggregation layer for the entire mobile ecosystem Turnkey integration to all relevant sources of downloads Access worlds largest mobile media inventory Intelligent algorithms optimize performance Industry leader in app marketing attribution and analytics Fiksu clients: 100s of top tier app brands use the Fiksu platform Cost-effectively obtain large volumes of loyal users Get up to speed quickly; keep up with the fast moving mobile ecosystem

HIGH PERFORMANCE MOBILE APP MARKETING PLATFORM The Fiksu Team: 170 mobile app marketing professionals Boston, Northampton, San Francisco London, Helsinki, Seoul, Singapore Outstanding technology team Selected by BBJ this month: #1 best place to work in Massachusetts (mid-size companies)

Mobile App Marketing: Some Best Practices Set strategic app-oriented marketing goals Target engaged loyal users Use optimization to drive performance Choose a mobile marketing technology partner

Set Strategic Goals NON STRATEGIC Rank for rank’s sake Hit a specific overall rank Hit a specific category rank Stay ahead of your competition Generate a specific number of downloads STRATEGIC Tying mobile app objectives to your primary business purpose New revenue attributed to app Customer engagements Retention of existing customers

Target Loyal Users Based on your key performance indicators – Repeat usage – In-app purchases – Registrations – Sale of physical goods Average cost to acquire loyal user: $1.20 – $1.50 * *Fiksu Index: measures loyal user as someone who open an app 3x or more Optimize on DownloadsOptimize on loyal users- Up to 3x performance

Optimize Your Campaigns Inter-network optimization Market your app across multiple channels! Mobile Ad Networks Large Mobile Publishers RTB Exchanges Social Networks Intra-network optimization Optimize app store rank for more organic users Fiksu can improve performance up to 3X

Choose a proven mobile marketing technology partner Navigate unfamiliar channels Overcome mobile ad attribution challenges Utilize massive data trove of app actions (Fiksu records 80B marketing events every month!) Integrate reporting – single entry point into all data

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