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Unlocking App Success: How to Turn Your App Into a Mobile Growth Engine

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UNLOCKING APP SUCCESS How to turn your app into a mobile growth engine


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MEET YOUR HOST Annum Munir @annummunir P.S. C h app ma eck out our rketing blog! Content Marketing Manager .com/blog


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#AppAnswers


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MEET YOUR SPEAKERS Josh Todd Alex Austin CMO CEO @localytics op app lo losed- ics & C analyt ftware so keting mar @branchmetrics


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MEET YOUR SPEAKERS Josh Todd Alex Austin CMO CEO @localytics @branchmetrics Growth cross- -focused, channe l mobi le links


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AGENDA 1.  The Reality of Building a Successful Mobile Business 2.  What is a Mobile Growth Engine? Stage 1: Awareness Stage 2: Download Stage 3: Activation Stage 4: Share 3.  How to Turbo-Charge the Mobile Engine 4.  Next Steps and Q&A


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THE Reality OF BUILDING A MOBILE APP BUSINESS


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“ Building a successful mobile app business is like running in a marathon …


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… and then fighting a sumo wrestler. -  Alex Austin, Branch Metrics ”


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EVEN IF YOU BEAT THE OTHER 50,000 APPS IN THE RACE TO THE APP STORE …


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In Round 2, when you’re fighting to earn and engage users ... Your new app Vs. The other 1.4 million apps already in Apple’s App Store


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… you will likely be eliminated by the incumbent professionals. 84% Of people’s time on their smartphones is spent using just 5 apps The existing heavyweight apps people already love Vs. Source: TechCrunch, 2015


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UNLESS


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YOU BUILD A MOBILE GROWTH ENGINE


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WHAT IS A MOBILE Growth ENGINE?


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THE MOBILE GROWTH ENGINE Cyclical process that causes people to download your app, meaningfully engage with it, and then promote your app.  


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THE MOBILE GROWTH ENGINE Awareness Share (How you get attention) (How you increase virility) Download Activation (How you earn users) (How you engage users)


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STAGE ONE: GENERATE Awareness


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HOW CAN YOU GET PEOPLE TO NOTICE YOUR APP?


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THE MOBILE GROWTH ENGINE Blood, sweat, tears Organic channels Paid & affiliate campaigns Awareness Share Download Activation


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ORGANIC CHANNELS For Driving Awareness


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ORGANIC CHANNELS: APP STORE OPTIMIZATION Gain visibility in app store searches Optimize your app store listing


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ORGANIC CHANNELS: WEBSITE Redirect mobile website traffic to your app


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ORGANIC CHANNELS: EMAIL Encourage email subscribers to download your app 53% of emails are opened on a mobile device. Source: Litmus, 2015


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ORGANIC CHANNELS: SOCIAL MEDIA Promote your app on social platforms


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ORGANIC CHANNELS: PR Earn media coverage by highlighting how your app is different


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PAID CHANNELS For Driving Awareness


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PAID CHANNELS: MOBILE ADS Work with a mobile advertising company to place targeted ads in other apps


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PAID CHANNELS: AFFILIATE CAMPAIGNS Thanks  for  joining  Aus0n  on   TwoDots!  Get  started  with   some  extra  free  Moves  &   Bombs  on  us!   Use a link that stores meta-data from Yummly’s shopping cart


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PAID CHANNELS: AFFILIATE CAMPAIGNS New user is brought to items from Yummly recipe upon first opening Instacart Share  &  Get  Free  Moves!   Call  it  Quits!  


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The 1st stage of the mobile growth engine is about GENERATING TRAFFIC to your app store listing.


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STAGE TWO: MONITOR Downloads


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WHICH AWARENESS CHANNELS ARE BRINGING IN THE MOST VALUABLE USERS?


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THE MOBILE GROWTH ENGINE Awareness Share Download Activation Measure user acquisition Gauge success of organic and paid campaigns


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HOW TO MEASURE Organic Downloads


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ORGANIC CHANNELS: ATTRIBUTION Replace each link that points to your app with a uniquely tagged link


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HOW TO MEASURE Paid Downloads


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PAID CHANNELS: ATTRIBUTION Use an app analytics platform that partners with major ad networks to track user acquisition campaigns


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BUT REMEMBER


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NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME A USER.


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25% Of users only use an app ONCE. Source: Localytics, 2015


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60% The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK. Source: Localytics, 2014


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The 2nd stage of the mobile growth engine is about MONITORING both the QUANTITY & QUALITY OF USERS from each channel.


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STAGE THREE: ACTIVATE Users


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HOW CAN YOU ENGAGE USERS?


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THE MOBILE GROWTH ENGINE Awareness Share Download Activation Personalized Email onboarding Push & in-app Remarketing messages


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1. PERSONALIZED ONBOARDING For a Socially Relevant Signup Process


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PERSONALIZED ONBOARDING: REFERRAL REWARDS Offer discounts/freebies to users for inviting friends


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PERSONALIZED ONBOARDING: WELCOME SCREEN Regular Onboarding Personalized Onboarding 78% Conversion to signup Source: Branch Metrics, 2015


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2. PUSH MESSAGES For Latent Users


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PUSH MESSAGES: TO HOMESCREEN Motivate inactive users to return to your app with targeted, carefully timed, and well-written copy Users with push enabled have 88% MORE app launches. Source: Localytics, 2014


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3. IN-APP MESSAGES For Nurturing Users


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IN-APP MESSAGES: DRIVE CONVERSIONS Move users further along funnels to ultimate in-app action with beautiful, branded, in-app creatives In-app messages presented based on an event have 4X HIGHER conversion rates. Source: Localytics, 2015


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4. REMARKETING For Retention & Upselling


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REMARKETING: MOBILE ADS TO EXISTING USERS Show current users ads based on how they’ve previously engaged with your brand Great for reaching the 48% OF USERS who opt out of push notifications. Source: Localytics, 2014


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5. EMAIL For Building Deeper Relationships


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EMAIL: CROSS CHANNEL MARKETING Treat users with richer, longer form content that is dynamic, carefully scheduled, and contains relevant calls-to-action Email marketing has an ROI of 4,300%. Source: Copyblogger, 2014


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The 3rd stage of the mobile growth engine is about MEANINGFULLY ENGAGING & RETAINING users.


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STAGE FOUR: IGNITE Social Sharing


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HOW CAN YOU SPARK WORD OF MOUTH?


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THE MOBILE GROWTH ENGINE Exclusive referral perks Social activity Contextual deep links feed Awareness Share Download Activation


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1. CONTEXTUAL DEEP LINKS For App Content Sharing


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CONTEXTUAL DEEP LINKS: SEND CONTENT REFERENCES Allow users to share links to specific content in an app


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2. EXCLUSIVE REFERRAL PERKS For Triggering VIP Installs


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EXCLUSIVE REFERRAL PERKS: PASS ON SPECIAL TREATMENT Give existing members perks to share exclusively with friends


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3. SOCIAL ACTIVITY FEED For Creating Social Proof


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SOCIAL ACTIVITY FEED: A PLACE TO SHARE APP USE Encourage users to share in-app activities and accomplishments to inspire and compete with their friends


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The 4th stage of the mobile growth engine is about MOTIVATING LOYAL USERS TO SHARE your app.


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HOW TO Turbo-Charge YOUR MOBILE GROWTH ENGINE


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TODAY


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“ Building a successful mobile app business is like running in a marathon …


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… and then fighting a sumo wrestler. -  Alex Austin, Branch Metrics ”


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TOMORROW


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YOU WILL BE ABLE TO PREDICT AND ANTICIPATE HIS MOVES.


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PREDICTIVE APP MARKETING: THE FUTURE Predictive insight into user behavior & autooptimization Predict Machine learning Awareness Share Download Activation


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Understand your app user’s intent before he or she acts.


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Adjust your app marketing accordingly to reduce churn risk and improve conversions.


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NEXT STEPS Further Reading


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THE 2015 APP MARKETING GUIDE READ NOW


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Q&A #AppAnswers


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