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Unlocking App Success: How to Turn Your App into a Mobile Growth Engine - December 2015

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Creating a mobile app is easy. The hard part is making sure it turns into a viable business, not a one-hit wonder.

That’s why Localytics is going to give you a sweeping, 360-degree view of what it takes to build a booming mobile business. In this deck, we’ll reveal the four big stages of app growth, and teach you how to succeed during each one.

Published in: Mobile
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Unlocking App Success: How to Turn Your App into a Mobile Growth Engine - December 2015

  1. 1. How to turn your app into a mobile growth engine UNLOCKING APP SUCCESS
  2. 2. MEET YOUR HOST Annum Munir @annummunir Content Marketing Manager P.S. Check out ourapp marketing blog! .com/blog
  3. 3. #AppAnswers
  4. 4. MEET YOUR SPEAKER Josh Todd @JoshToddMKT CMO Mobile engagement platform
  5. 5. 1.  The Reality of Building a Successful Mobile Business 2.  What is a Mobile Growth Engine? 3.  How to Turbo-Charge the Mobile Engine 4.  Next Steps and Q&A AGENDA Stage 1: Awareness Stage 2: Download Stage 3: Activation Stage 4: Share
  6. 6. THE Reality OF BUILDING A MOBILE APP BUSINESS
  7. 7. Building a successful mobile app business is like running in a marathon …“
  8. 8. … and then fighting a sumo wrestler. ”-  Alex Austin, Branch Metrics
  9. 9. EVEN IF YOU BEAT THE OTHER 50,000 APPS IN THE RACE TO THE APP STORE …
  10. 10. In Round 2, when you’re fighting to earn and engage users ... Your new app The other 1.4 million apps already in Apple’s App Store Vs.
  11. 11. … you will likely be eliminated by the incumbent professionals. The existing heavyweight apps people already love Vs. 84% Of people’s time on their smartphones is spent using just 5 apps Source: TechCrunch, 2015
  12. 12. UNLESS
  13. 13. YOU BUILD A MOBILE GROWTH ENGINE
  14. 14. WHAT IS A MOBILE Growth ENGINE?
  15. 15. THE MOBILE GROWTH ENGINE Awareness Download Engage Share (How you get attention) (How you activate users) (How you increase virility) (How you earn users)
  16. 16. STAGE ONE: GENERATE Awareness
  17. 17. HOW CAN YOU GET PEOPLE TO NOTICE YOUR APP?
  18. 18. THE MOBILE GROWTH ENGINE Awareness Download Engage Share Paid campaigns Blood, sweat, tears Organic channels
  19. 19. ORGANIC CHANNELS For Driving Awareness
  20. 20. ORGANIC CHANNELS: APP STORE OPTIMIZATION Optimize your app store listing Gain visibility in app store searches
  21. 21. ORGANIC CHANNELS: WEBSITE Redirect mobile website traffic to your app
  22. 22. ORGANIC CHANNELS: EMAIL Encourage email subscribers to download your app 53% of emails are opened on a mobile device. Source: Litmus, 2015
  23. 23. ORGANIC CHANNELS: SOCIAL MEDIA Promote your app on social platforms
  24. 24. PAID CHANNELS For Driving Awareness
  25. 25. PAID CHANNELS: MOBILE ADS Work with a mobile advertising company to place targeted ads in other apps
  26. 26. The 1st stage of the mobile growth engine is about GENERATING TRAFFIC to your app store listing.
  27. 27. STAGE TWO: MONITOR Downloads
  28. 28. WHICH AWARENESS CHANNELS ARE BRINGING IN THE USERS? MOST VALUABLE
  29. 29. THE MOBILE GROWTH ENGINE Awareness Download Engage Share Gauge success of different campaigns Measure user acquisition
  30. 30. HOW TO MEASURE Paid Downloads
  31. 31. NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME A USER.
  32. 32. Source: Localytics, 2015 Of users only use an app ONCE. 25%
  33. 33. Source: Localytics, 2014 60%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.
  34. 34. PAID CHANNELS: ATTRIBUTION Use an app analytics platform that partners with major ad networks to track user acquisition campaigns
  35. 35. The 2nd stage of the mobile growth engine is about MONITORING both the QUANTITY & QUALITY OF USERS from each channel.
  36. 36. STAGE THREE: ENGAGE Users
  37. 37. HOW CAN YOU USERS? ACTIVATE
  38. 38. THE MOBILE GROWTH ENGINE Awareness Download Engage Share Email Push & in-app messages Remarketing
  39. 39. 1. PUSH MESSAGES For Latent Users
  40. 40. PUSH MESSAGES: TO HOMESCREEN Motivate inactive users to return to your app with targeted, carefully timed, and well-written copy 88% MORE Users with push enabled have app launches. Source: Localytics, 2014
  41. 41. 2. IN-APP MESSAGES For Nurturing Users
  42. 42. IN-APP MESSAGES: DRIVE CONVERSIONS Move users further along funnels to ultimate in-app action with beautiful, branded, in-app creatives 4X HIGHER In-app messages presented based on an event have conversion rates. Source: Localytics, 2015
  43. 43. 3. REMARKETING For Retention & Upselling
  44. 44. REMARKETING: MOBILE ADS TO EXISTING USERS Show current users ads based on how they’ve previously engaged with your brand 48% OF USERS Great for reaching the who opt out of push notifications. Source: Localytics, 2014
  45. 45. 4. EMAIL For Building Deeper Relationships
  46. 46. EMAIL: CROSS CHANNEL MARKETING Treat users with richer, longer form content that is dynamic, carefully scheduled, and contains relevant calls-to-action 4,300%. Email marketing has an ROI of Source: Copyblogger, 2014
  47. 47. The 3rd stage of the mobile growth engine is about MEANINGFULLY ENGAGING & RETAINING users.
  48. 48. STAGE FOUR: IGNITE Social Sharing
  49. 49. HOW CAN YOU SPARK WORD OF MOUTH?
  50. 50. THE MOBILE GROWTH ENGINE Awareness Download Engage Share Social activity feedSocial buttons
  51. 51. 1. SOCIAL ACTIVITY FEED For Creating Social Proof
  52. 52. SOCIAL SHARING BUTTONS: EASY SHARING OF IN-APP CONTENT Include big, clickable, social sharing buttons in your app (especially if you have a media app) 3 HOURS PER DAY US adults spend more than on mobile devices. Source: eMarketer, 2015
  53. 53. 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
  54. 54. The 4th stage of the mobile growth engine is about MOTIVATING LOYAL USERS TO SHARE your app.
  55. 55. HOW TO Turbo-Charge YOUR MOBILE GROWTH ENGINE
  56. 56. TODAY
  57. 57. Building a successful mobile app business is like running in a marathon …“
  58. 58. … and then fighting a sumo wrestler. ”-  Alex Austin, Branch Metrics
  59. 59. TOMORROW
  60. 60. YOU WILL BE ABLE TO PREDICT AND ANTICIPATE HIS MOVES.
  61. 61. PREDICTIVE APP MARKETING: THE FUTURE Awareness Download Engage Share Predict Machine learning Predictive insight into user behavior & auto- optimization
  62. 62. Understand your app user’s intent before he or she acts.
  63. 63. Adjust your app marketing accordingly to reduce churn risk and improve conversions.
  64. 64. Apps Create a New Opportunity Users demand better experiences Advances in computing have made machine learning more accessible Apps generating massive amounts of data AND have marketing channels embedded
  65. 65. NEXT STEPS Further Reading
  66. 66. Your App & Your Marketing Ecosystem READ NOW
  67. 67. #AppAnswers Q&A

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