How To Capitalize on the Mobile Supercomputer in Your Customer’s Pocket
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How To Capitalize on the Mobile Supercomputer in Your Customer’s Pocket

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Smx West 2014 Session #Smx #23C - Capturing The Mobile Paid Lead Presentation How To Capitalize On The Mobile Supercomputer In Your Customer’S Pocket By Ben Braverman @Braveben Of Urx

Smx West 2014 Session #Smx #23C - Capturing The Mobile Paid Lead Presentation How To Capitalize On The Mobile Supercomputer In Your Customer’S Pocket By Ben Braverman @Braveben Of Urx

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How To Capitalize on the Mobile Supercomputer in Your Customer’s Pocket How To Capitalize on the Mobile Supercomputer in Your Customer’s Pocket Presentation Transcript

  • WINNING MOBILE Capitalizing on the supercomputer in your customer’s pocket.
  • MOBILE ISN’T OPTIONAL • 34% OF AMERICANS ARE MOBILE ONLY INTERNET USERS • 63% OF ADULTS GO ONLINE ON MOBILE • DESPITE 77% OF USERS SAYING MOBILE IS TOO SLOW • GILT GROUP NEARING 50% MOBILE, $500M/YEAR
  • APPS ARE THE NEW WEBBuild your strategy around mobile
  • GET AN APP • Build it - Hire someone with a proven track record. Probably 2 people, 1 Android & 1 iOS. • Buy it - Branding Brand, MoovWeb, Useablenet, GPShopper etc. • In-App Conversion rate > Mobile Web • US user time spent in App = 4x time in Mobile Web • Install Strategy
  • DEEPLINKS • URLs take you to specific pages on a site, deeplinks do the same for apps • Home-brew or Open Source frameworks like Turnpike • Google App Indexing • Deeplinks can degrade gracefully • Social Media, Email Marketing, Paid Marketing
  • HOW USERS FIND APPS
  • APP STORE SEO • Experiment with different app categories (eg. it’s easier to be #1 in ‘utilities’ than it is in ‘travel’) • Deeplink your app • App Title - Multi-word name, include keywords • Keyword Field - 100 very important words • Screenshots and App Previews • The differences between Google Play and iTunes
  • MOVE DESKTOP/MWEB USERS INTO YOUR APP • Mobile app users are a captive audience and wealth of information • Add install links to your app on every mobile web page (including landing pages!) • Send SMS or Google Play Cloud install links from your desktop site • Create Additional Value in-app
  • HIPMUNK’S GROWTH HACK
  • PAID USER ACQUISITION • CPM vs. CPC vs. CPI • Ad networks • Programatic buying, RTB, Exchanges • Facebook • Agencies • Optimize ARPU/LTV and CPI
  • PROGRAMATIC BUYING • Mobile advertising at scale • Set goals in the most relevant metric (CPI/CPA/CPC/CPM) • Advertise and performance track hundreds of channels simultaneously • A (mostly) rational marketplace • Identify valuable channels then buy direct
  • HOW YOUR INSTALLS BECOME CUSTOMERS• An installed user isn’t a customer -They’re an opportunity • Average user has 80 apps, 60%+ opened between 1-10 times • Push Notifications • Paid Engagement • Personalized Marketing • Mobile-centric app value
  • PRODUCT LEVEL MARKETING
  • TRACK EVERYTHING • Device ID - IDFA/Android ID (IDFA controversial) • Device Fingerprint • In-App events • Traffic Sources • User LTV by acquisition channel • Deeplink Analytics • Abide by all app store TOS - Err on the side of caution
  • CLOSE THE ATTRIBUTION LOOP • Conversion Trackers • Trusted 3rd Party • Reliably separate organic traffic/purchases from paid • Conversion Windows
  • WINNERS’ TOOLBOX • Track Everything • You should be using SDKs/services from each of these categories. Please don’t try to build these tools in-house: • Attribution - Hasoffers MAT, Appsflyer, Apsalar • Analytics - Localytics, MixPanel • BI - Looker, RJMetrics • Acquisition - Facebook, Ad Networks, Ad Exchanges • Engagement - Kahuna, Urban Airship, URX • 3rd Party Data - Bluekai, Bluecava, Datalogix • App Store SEO - MobiledevHQ, MOZ
  • THANK YOU! BEN@URX.COM