{"id":3671,"date":"2014-11-24T21:46:40","date_gmt":"2014-11-24T20:46:40","guid":{"rendered":"http:\/\/mobtimizers.com\/uncategorized-da\/five-forces-app-marketing-aps-berlin-2014-take-aways-2\/"},"modified":"2022-12-02T21:51:03","modified_gmt":"2022-12-02T20:51:03","slug":"5-strategier-til-succesfuld-markedsforing-af-apps","status":"publish","type":"post","link":"https:\/\/mobtimizers.com\/da\/app-optimering\/5-strategier-til-succesfuld-markedsforing-af-apps\/","title":{"rendered":"5 strategier til succesfuld markedsf\u00f8ring af apps (APS Berlin 2014 opsamling)"},"content":{"rendered":"

Hvad er de vigtigste strategier for at skabe forretningsm\u00e6ssig v\u00e6rdi med dine apps i dag og i den n\u00e6rmeste fremtid? <\/i><\/p>\n

Mobtimizers deltog p\u00e5 \u00e9n af verdens f\u00f8rende konferencer om markedsf\u00f8ring af apps: <\/i>“The App Promotion Summit in Berlin, 2014<\/a>.\u201d Her m\u00f8dtes beslutningstagere fra hele verden for at dele deres viden omkring udviklingen inden for app \u00f8konomien.<\/i> I denne artikel diskuterer vi hovedpunkterne herfra<\/i>.<\/em><\/p>\n

Fra vores APS London bes\u00f8g\u00a0<\/i><\/a>i august m\u00e5ned i \u00e5r (i.e.2014), s\u00e5 vi en udtalt v\u00e6kst i brugen af\u00a0apps og mobilen. Der i h\u00f8j grad allerede nu sket en betydelig udvikling mod \u00f8get\u00a0engagement p\u00e5 mobilens apps inden for mange brancher. Forbruget af tid p\u00e5 mobilen\u00a0har allerede passeret b\u00e5de internet og mobil web.<\/a><\/i><\/p>\n

Vi vil i det f\u00f8lgende diskutere de v\u00e6sentligeste\u00a0af emnerne p\u00e5 konferencen: “Growth\u00a0hacking”, IOS 8 og brugen video til app markedsf\u00f8ring. App Store Optimering (ASO), app annoncering\u00a0og engageringsstrategier.<\/p>\n

Fremtidens potentiale for apps<\/strong><\/h3>\n

De 5\u00a0hovedemner p\u00e5 konferencen var:<\/p>\n

    \n
  1. App store markedsf\u00f8ring<\/li>\n
  2. App\u00a0annoncering<\/li>\n
  3. Efter installering<\/li>\n
  4. Fremtidige markedsf\u00f8ringstiltag<\/li>\n
  5. Den holistiske data-drevne tilgang<\/li>\n<\/ol>\n

    App store markedsf\u00f8ring: \u00d8get synlighed og konvertering<\/strong><\/h3>\n

    Hvordan n\u00e5r du dine kunder og overtaler dem til at v\u00e6lge din app?<\/p>\n

    F\u00f8rste skridt er at s\u00f8rge for en h\u00f8jere placering i App Butikkerne, tilstedev\u00e6relse p\u00e5 de sociale medier, app reviews. N\u00e6ste skridt er at overbevise dem om at installere din app eller klikke p\u00e5 k\u00f8bsknappen i \u00e9n af App butikkerne. Derfor blev hovedsp\u00f8rgsm\u00e5let p\u00e5 konferencen da ogs\u00e5, hvorledes dette bedst muligt vil kunne lade sig g\u00f8re mest kosteffektivt.<\/p>\n

    Soundcloud’s Andy Carvell foreslog n\u00f8dvendigheden at, at se mere “holistisk” p\u00e5 mobilv\u00e6ksten. Hertil har han udarbejdet en model\u00a0(Mobile Growth Stack<\/i>), som kan benyttes som checkliste for app markedsf\u00f8ringen, idet den d\u00e6kker en bred vifte af discipliner inden for app markedsf\u00f8ring. Den skal dog ikke ses som en absolut checkliste, hvor alle aktiviteter skal med, men snarere som en aktivitetsliste, man kan plukke fra, s\u00e5 de passer med ens egne forretningsm\u00e6ssige behov og karakteren app\u2019en..<\/p>\n

    “The Mobile Growth Stack” af Andy Carvell. L\u00e6s her mere om Andy Carvells koncept her<\/a>.<\/p>\n

    \"The-Mobile-Growth-Stack-by-Andy-Carvell-graphic-chart\"<\/a>
    The Mobile Growth Stack by Andy Carvell<\/figcaption><\/figure>\n

    En v\u00e6sentlig indsigt vedr\u00f8rende ASO (App Store Optimering) kom fra Tom Leclerc, Wooga: “En kortl\u00e6gning af tilbagemeldingerne fra kunderne vil f\u00e5 dig t\u00e6ttere p\u00e5 dine kunder.” Du skal ikke blot lytte til, hvad dine kunder siger, men faktisk dykke ned i deres tilbagemeldinger for at finde gode ledetr\u00e5de til brug for udv\u00e6lgelse og generering af af s\u00f8geord. App anmeldelser giver dig faktisk et godt billede af, hvad kunderne mener om din app – derfor vil de hints, de giver dig, kunne hj\u00e6lpe dig med at optimere din app.\u201d<\/p>\n

    Vi har\u00a0en artikel om ekstrapolering af data fra brugeranmeldelser og den udviklede Taksonomi som del af “Ultimate Guide to App Optimization<\/a>.” \u00a0Denne guide er i h\u00f8j grad t\u00e6nkt som inspiration for dem, der \u00f8nsker at uddrage\u00a0n\u00f8gleord fra brugeranmeldelser.<\/p>\n

    Stefan Bielau, Dynamo Partners, viste adskillige eksempler p\u00e5, hvorledes apps kan markedsf\u00f8res via TV. “Med TV eksponering n\u00e5r du bredt ud til de mange, og de har en h\u00f8jere gennemsnitsv\u00e6rdi,” forklarede han. At bruge TV til at markedsf\u00f8re din app kan v\u00e6lges, hvis dit budget er til det, idet det er mindre besv\u00e6rligt end at f\u00e5 fat i brugere organisk og gennem andre betalingskanaler. App videoer vigtigere og vigtigere uden for App Store og TV.<\/p>\n

    YouTube er den n\u00e6stst\u00f8rste s\u00f8gemaskine, det tredje\u00a0st\u00f8rste sociale netv\u00e6rk, og den absolut vigtigste video platform. Du kan n\u00e5 ud til YouTube’s \u00a0indflydelsesrige personer, “seede”\u00a0videoer, eller annoncere p\u00e5 YouTube\u00a0for at fremme dine apps.<\/p>\n

    2. App annoncering: Bruger generering (push)<\/strong><\/h2>\n

    Hvordan f\u00e5r du hurtigst flest mulige brugere til at benytte din app?<\/p>\n

    Annoncering offline og online\u00a0kan v\u00e6re det rigtige valg afh\u00e6ngigt af dit budget og din forretningsmodel. Blandt opl\u00e6gsholderne var der en bred enighed om, at installationskampagner var det rene spild af tid og penge, hvis der kun fokuseres p\u00e5 installering af app’en. “En app installering er ikke det samme som en app bruger,” som Joana Picq, Jampp, udtrykte det. Joana mindede om, at det faktisk kun er mindre end 5% af brugerne, der benytter app’en i mere end 6 m\u00e5neder.<\/p>\n

    Et panel best\u00e5ende af app annoncering\u00a0eksperter videregav deres erfaring\u00a0om hvordan man\u00a0hurtigt kan\u00a0komme i gang med at reklamere for sin app: “Online marketing giver os en viden\u00a0om\u00a0brugerens s\u00e6rlige karakteristika og g\u00f8r\u00a0os i stand til at identificere hvor de mest engagerede brugere kommer fra, og derved\u00a0hvordan\u00a0reklamebudgettet skal bruges.\u201d<\/p>\n

    Facebook og Twitter synes at v\u00e6re klare f\u00f8rstevalg, n\u00e5r man skal finde egnede platform for kampagner. Her er det meget nemt at komme igang, og man kan ogs\u00e5 nemt segmentere, s\u00e5 man n\u00e5r sin m\u00e5lgruppe. Facebooks “Lookalike Audience” funktionen blev brugt som et eksempel p\u00e5, hvor let det er at n\u00e5 folk, som ligner de brugere, du allerede har.<\/p>\n

    N\u00e6ste trin i app kampagnen kunne v\u00e6re analyser og optimeringer i realtid, ud fra hvor brugeren har hentet app’en, og hvorledes app\u2019en faktisk bruges – \u00a0det hele i real-tid. Som Simon Kendall, Adjust, udtrykker det: “De fleste mobil apps statistikker er statiske og udtrykker ikke hvem brugeren er, og hvad brugeren g\u00f8r.” L\u00e6s her mere om konceptet: www.adjust.com\/real_time_data<\/a>.<\/p>\n

    3. Efter installering: Analyser, engagement\u00a0og app CRM
    \n<\/strong><\/h3>\n

    Fastholdelse\u00a0af app brugere var et centralt emne p\u00e5 App Promotion Summit i London denne sommer – og nu her p\u00e5 APS Berlin var det stadigv\u00e6k liges\u00e5 varmt et emne. Udfordringen er, hvorledes vi identificerer “de rigtige” brugere og hvordan vi fastholder og\u00a0engagerer dem. Lele Canforra, Loovo: “Forskellige taktikker og kanaler kan bruges for at \u00f8ge engagementet. Man kan bruge interne app kanaler som fx push meddelelser, eller en anden mulighed er at bruge eksterne platforme som sociale netv\u00e6rk, eller reklamenetv\u00e6rk til at g\u00f8re opm\u00e6rksom p\u00e5 app’en uden for app’en – for at f\u00e5 brugere tilbage til din app.”<\/p>\n

    At arbejde med at engagere brugeren, kr\u00e6ver omhyggelig overvejelse omkring\u00a0hvilke parametre du vil optimere mod. M\u00e5lepunkterne kunne for eksempel\u00a0v\u00e6re\u00a0 30-dages aktiv brugere, hyppigheden eller andre relevante m\u00e5linger, som samles i KPI’er (Key Performance Indicators).<\/p>\n

    4. Nye tiltag og fremtidens app markedsf\u00f8ring<\/strong><\/h3>\n

    Koblingen af app og mobil er spydspidsen for innovation og konceptfornyelse. Men som Mick Rigby, Yodel Mobile, enkelt sagde det: “Ingen kan forudsige den n\u00e6ste store fornyelse inden for mobil.” Han opridsede konferencens h\u00f8jdepunkter og viste en samling af “best practices” for hver proces inden for udviklingen og forbedringen af apps: design, lancering, fornyelse. Men mest bem\u00e6rkelsesv\u00e6rdig var tallene fra en Weve analyse, som viste, at 46% af alle 18-34 \u00e5rige siger ja til dette udsagn: “Mobilen er den vigtigste sk\u00e6rm for dem.” (Kilde:\u00a0 www.weve.com\/mobile-eclipsing-tv-as-the-first-screen-for-consumers)<\/p>\n

    5. De vigtigste erfaringer, vi fik med os hjem: Det holistiske data-drevne tiltag<\/strong><\/h3>\n

    Vi har i de seneste m\u00e5neder set en masser af artikler og pr\u00e6sentationer som fors\u00f8ger at simplificere app markedsf\u00f8ring og optimering. For hver app er der forskellige udfordringer, som kr\u00e6ver forskellige v\u00e6rkt\u00f8jer.<\/p>\n

    At benytte en enkel model eller et enkelt v\u00e6rkt\u00f8j kan give hurtige resultater, men kan ogs\u00e5 risikere at give dig en kortlivet succes. Den allervigtigste pointer\u00a0fra konferencen\u00a0var: Hav en\u00a0holistisk tilgang\u00a0og brug en bred pallette af v\u00e6rkt\u00f8jer koblet sammen med velunderbygget strategi for monitorering af dine data for at f\u00e5 succes med din app markedsf\u00f8ring.<\/p>\n

    Den sikre strategi er til stadighed at analysere dine app data og holde dem op mod dine m\u00e5lepunkter i form af KPI’er (Key performance Indicators). Kreativitet og strategisk planl\u00e6gning har altid v\u00e6ret i centrum af succesfuld markedsf\u00f8ring \u2013 og det g\u00e6lder stadigv\u00e6k om at bringe budskabet frem til dine kernebrugere.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Hvad er de vigtigste strategier for at skabe forretningsm\u00e6ssig v\u00e6rdi med dine apps i dag og i den n\u00e6rmeste fremtid? Mobtimizers deltog p\u00e5 \u00e9n af verdens f\u00f8rende konferencer om markedsf\u00f8ring af apps: “The App Promotion Summit in Berlin, 2014.\u201d Her m\u00f8dtes beslutningstagere fra hele verden for at dele deres viden omkring udviklingen inden for app…<\/p>\n","protected":false},"author":3,"featured_media":3675,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[202,88,203,90,115,92,93],"tags":[123,89,118,116,117,125],"class_list":["post-3671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-app-markedsforing","category-app-optimering","category-app-store-optimering","category-app-strategi","category-mobil-markedsforing","category-mobil-optimering","category-mobil-strategi","tag-app-markedsfoering-da","tag-app-store-optimering","tag-aps-da","tag-aps-2014-da","tag-aps-berlin-2014-da","tag-mobile-vaekst-taarn-da"],"yoast_head":"\n5 strategier til succesfuld markedsf\u00f8ring af apps (APS Berlin 2014 opsamling) - Mobtimizers - Blog om App Store Optimering (ASO), Mobil Markedsf\u00f8ring og Strategi<\/title>\n<meta name=\"description\" content=\"De vigtigste strategier til at \u00f8ge den forretningsm\u00e6ssige v\u00e6rdi af dine apps. 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