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The 2018 Mobile Growth Handbook: 100+ Mobile Marketing & Product Best Practices, Tips, & Resources

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How do you offer your users personalized, streamlined experiences? How did Lyft reorganize its team to decrease CPL by over 30% while increasing conversion rate?

Finding opportunities to optimize mobile app adoption and in-app engagement is a must, as is offering consistent cross-platform user experiences and attribution. In our 2018 Mobile Growth Handbook, we’ve shared the tools and best practices you need to tackle the 5 pillars of mobile growth: Acquisition, Activation, Engagement & Retention, Referrals, and Attribution. We've also given you an exclusive peek into some of today's leading mobile-first companies.

This year’s contributing experts span far and wide—hailing from Amazon, eBay, Facebook, HuffPost, LinkedIn, Lyft, Netflix, Skyscanner, Slack, Spotify, Tinder, Turner, Yelp, and over 100 more—but they have one thing in common: they know mobile.

The 2018 Mobile Growth Handbook includes:
-120+ new tips and best practices from top mobile growth experts
Graphs, numbers, and data to help you understand the mobile app ecosystem
-Links to the best blogs, sources, and community for Mobile Growth
-Exclusive insights released from Branch’s 2018 Mobile Growth Industry Report

So what are you waiting for? Download this year’s Handbook, and take your app’s mobile growth to the next level: http://branch.app.link/mgh18

Published in: Mobile
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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The 2018 Mobile Growth Handbook: 100+ Mobile Marketing & Product Best Practices, Tips, & Resources

  1. 1. Mobile Growth HANDBOOK 2018 Over 100 new tips, growth stories, and best practices to unleash your mobile app’s growth
  2. 2. INTRODUCTION 01 ACQUISITION REFERRALS 02 05 ACTIVATION ATTRIBUTION 03 06 Mobile Growth Handbook | Third Edition Are you targeting your users in the optimal way for your app? Find out with the words of our mobile experts. Learn how to best facilitate your most engaged users’ contributions to your mobile growth plan. Start your users off on the right foot with our helpful tips for optimized onboarding. Fingerprinting and cookie-based methods are limiting your view of your users. Learn how to expand this view. ENGAGEMENT 04 You’ve targeted, sent out campaigns, and brought users into your app. Now it’s time to engage your users the right way.
  3. 3. 2018 1 OVERVIEW Mobile Growth Handbook | Third Edition
  4. 4. An Overview of 2018’s Mobile Market What’s New in 2018? 2018 marks the ten-year anniversary for both the Apple App Store and Android Market.1 App Annie predicts that consumer app store spend will surpass $110 billion in 2018, a YoY growth rate of 30%.2 In fact, App Annie found that over 40 countries generated $100 million each in app store consumer spend across the Apple App Store and Google Play Store in 2017.3 Games account for 80% of total consumer spend in app stores—however, non-gaming apps’ growth rate is currently out-pacing games’ growth rate. 4 In a world with so many approaches and learnings in the realm of mobile user acquisition, a closer look is necessary. Consumer app store spend will surpass $110 billion in 2018, a YoY growth rate of 30%. 1 https://www.appannie.com/en/insights/market-data/predictions-app-economy-2018/ 2 https://www.appannie.com/en/insights/market-data/2018-app-predictions-app-store-revenues-will-hit-new-heights/ 3 https://www.appannie.com/en/insights/market-data/predictions-app-economy-2018/ 4 https://www.appannie.com/en/insights/market-data/2018-app-predictions-app-store-revenues-will-hit-new-heights/ Mobile Growth Handbook | Third Edition | 4 1.1 | Overview
  5. 5. Mobile Growth Handbook | Third Edition | 5 1 https://www.appannie.com/en/insights/market-data/predictions-app-economy-2018/ 2 https://www.statista.com/statistics/266488/forecast-of-mobile-app-downloads/ Downloads in the Americas are predicted to nearly double. In addition, downloads in the Americas are predicted to nearly double to approximately 75 billion downloads in 2021.2 App Annie reports that China, India, and Brazil are the top markets to watch. China’s mobile growth rate has significantly outpaced the rest of the world’s, and is expected to continue to do so. India and Brazil experienced 50% and 30% growth rates respectively in 2017.1 Statista predicts that annual mobile app downloads in APAC will more than double, rising to approximately 180 billion in 2021. Rise in Predicted Mobile App Downloads 1.1 | Overview
  6. 6. Media Time and In-App Time Spent The in-app share of U.S. mobile time has continued to increase, while time in the mobile web has maintained stagnant, according to data collected by eMarketer.1 Predictions indicate in-app mobile experience will continue to claim an ever-expanding part of this pie. 2016 2017 2018 20192015 In-app 1:55 :25 2:11 :26 2:25 :26 2:35 :26 2:43 :27 Mobile web Average Time Spent Per Day with Mobile Internet Among U.S. Adults, In-App vs. Mobile Web1 1 https://www.emarketer.com/Article/eMarketer-Unveils-New-Estimates-Mobile-App-Usage/1015611 1.1 | Overview Mobile Growth Handbook | Third Edition | 6
  7. 7. Multi-Platform and Multi-Touch User Data According to comScore’s 2018 “Global Digital Future in Focus” Report, mobile audiences expanded around the world and across the board in 2017—by up to 9% in developing countries like Mexico. Paying attention to mobile—and multi-platform—users is more important than ever. comScore’s data indicates that, by 2020, the number of adults who own smartphones with access to the Internet will jump from its current rate of approximately 50% to 80%.1 Mobile (page load) speed matters more than ever. DoubleClick found that bounce rate rises to 53% if a page takes more than 3 seconds to load, and Think with Google found that this rate skyrockets to 90% if loading time increases to five seconds.2 In this day and age, digital users are expecting a personalized UX. Research conducted by Aberdeen shows that personalized email messages improved CTR by 14% and conversions by 10%. BiznessApps reports that, by 2021, global spend will reach $1 trillion reinventing the world to make it mobile-first.3 1.1 | Overview Mobile Growth Handbook | Third Edition | 7 1 https://www.pymnts.com/news/mobile-commerce/2018/comscore-mobile-omnichannel-consumer-spending/ 2 https://www.biznessapps.com/blog/mobile-marketing-trends/ 3 https://www.biznessapps.com/blog/mobile-marketing-trends/
  8. 8. Mobile Growth Handbook | Third Edition | 8 The Big Fish Run the Mobile Sea2 Perhaps the largest barrier to mobile app growth in 2018 is the power law in the App Store and the Google Play Store. As Alex Austin, co-founder and CEO of Branch, says, “App adoption and monetization are heavily skewed towards the top few apps. It’s nowhere near 80/20. In fact, let’s call it the App Store 99/0.01 rule.”1 The Power Law Today’s Barriers to Mobile App Growth 400 600 800 10002000 1 .5 0 Popularity Rank Facebook, 1st Skype, 10th Pixable, 1000th RelativeApplicationtoMostPopularApp 1 https://blog.branch.io/mobile-app-developers-are-suffering/ 2 https://blog.branch.io/mobile-app-developers-are-suffering/ 1.2 | Barriers to Growth
  9. 9. Unfortunately, it’s not just app adoption and monetization that are skewed towards the top few apps. Time spent in apps also follows this power law. Top 5 apps 85% of in-app time Other apps 15% of in-app time Mobile Growth Handbook | Third Edition1.2 | Barriers to Growth | 9
  10. 10. Mobile Growth Handbook | Third Edition | 10 The Explosive Growth of App Stores antivirus apps. So, while numbers are going down, the quality of the apps in the store is thereotically increasing. Overall, the total number of (and average quality of) apps in the Apple App Store and Google Play Store is collectively estimated to be 5.6 million apps, higher than ever.1 From 2017 to 2018, the number of iPhone apps in the App Store actually declined by 1 million. That might seem like a bad sign, as though the popularity of iPhone apps is declining, too. That’s not necessarily the case. In recent years, Apple introduced new standards to improve the quality of the apps available in the store, while removing old apps that are no longer compatible with new versions of the iOS, apps that copy other apps, and those that provide tools that aren’t needed on the iPhone like iOS Apps 2.1 million Android Apps 3.5 million 20182008 20172009 1.2 | Barriers to Growth 1 https://www.lifewire.com/how-many-apps-in-app-store-2000252
  11. 11. Mobile Growth Handbook | Third Edition | 11 The Silent Threat to Mobile Growth user experiences and measurement across each platform’s walled garden.1 The solution? Take advantage of the platforms, and build your own gardens. (Don’t worry— we’ll show you how it’s done.) When it comes to user experience, fragmentation is one of the most pressing issues in the industry—it plagues nearly everything mobile marketers, product professionals, and developers do—but it continues to get relatively little airtime. There’s an undeniable battle between Facebook, Google, and Apple for our attention, rendering it incredibly challenging to maintain unified Fragmentation plagues nearly everything mobile marketers, product professionals, and developers do. Fragmentation 1 https://blog.branch.io/the-first-mobile-cross-platform-conference-recap-a-review-of-branchout-2017/ 1.2 | Barriers to Growth
  12. 12. Mobile Growth Handbook | Third Edition | 12 Attribution, like user experience, must be cross-platform. pretty new, but—if you picked the right partner—it worked pretty well. That all changed a decade ago with the launch of the iPhone. Almost overnight, your customers were interacting with your brand (whether through ads, email, or another mobile marketing channel) across multiple channels and multiple platforms.1 Fragmentation can also wreak havoc on the other side of the mobile growth coin— attribution, like user experience, must be cross-platform. There was a time not too many years ago when it was enough to put a couple of trackers on your site, throw some query parameters on your links, and call it a day. Attribution meant web attribution, and that was that (at least for eCommerce companies). Web attribution was Fragmentation on the Attribution End 1.2 | Barriers to Growth 1 https://blog.branch.io/what-is-cross-platform-attribution-and-why-is-it-difficult-to-achieve/
  13. 13. Mobile Growth Handbook | Third Edition | 13 With most attribution tools out there today, users are defined by channel instead of behavior. Fragmentation on the Attribution End Is this app install due to the Nextdoor ad you clicked on, even though you downloaded the app and signed up a few days afterward in a different session and on a different platform? With the benefit of a hypothetical bird’s-eye view, the answer is clearly yes—at least in part. However, with most attribution tools out there today, this individual experience would appear to be two people, one of whom downloaded the app, and one of whom clicked an ad. Let’s imagine a scenario: You’ve just moved to a new city or town, and you’re looking to get to know your neighbors—you see a Facebook App Install ad for Nextdoor, and click it. You open the Nextdoor website, but get distracted for a couple of days before remembering Nextdoor and searching for the app directly in the App Store. Finally, you install the Nextdoor app and begin networking with your neighbors. 1.2 | Barriers to Growth
  14. 14. Branch’s 2018 Mobile Growth Industry Report Insights from Global Mobile Experts Sometimes, in such a fast-paced and dynamic industry, there’s such emphasis on velocity that mobile professionals aren’t able to assess the industry in its current state. Branch is here to fill in the gaps, with our 2018 Mobile Growth Industry Report. In the slides that follow, you’ll get an in-depth look at mobile growth around the world today, and where it’s headed. The following insights are based on data collected from 149 mobile experts from such enterprise brands as A&E, Bukalapak, Discover, Discovery, Expedia, Grindr, NBC, Netflix, NPR, Slack, and Office Depot. In the slides that follow, you’ll get an in-depth look at mobile growth around the world today. Mobile Growth Handbook | Third Edition | 14 1.3 | Industry Report
  15. 15. Mobile Growth Handbook | Third Edition | 15 It’s clear to us how critical mobile growth is to app success in 2018… but how important is it to the average mobile professional out in the industry today? The data we collected reflects that larger apps are tending to place more priority on mobile than smaller apps. However, the fact remains that all eyes are on mobile—every segment reported a priority rating of at least 4/5. Importance of Mobile Growth by Business Size (MAUs)1 How Important is Mobile Growth in 2018? 1.3 | Industry Report <10k 50k-200k 200k-1m >1m10k-50k 4.58 4.72 4.184.28 4.11 4 5 3 2 1 0 1 Branch’s 2018 Mobile Growth Industry Report.
  16. 16. Mobile Growth Handbook | Third Edition | 16 Importance of Mobile Growth by Marketing Budget1 Just as larger apps place greater priority on mobile than smaller apps, apps with larger marketing budgets also seem to place more priority on mobile than apps with smaller marketing budgets—although again, all budget segments report an average prioritization of at least 4/5. Clearly, for all companies—regardless of size, and regardless of budget—mobile is an ecosystem critical for success. CONT: How Important is Mobile Growth in 2018? 1.3 | Industry Report <50k 250k-1m 1m-5m >20m5m-20m50k-250k 4.72 4.60 4.00 4.71 4.53 4.16 4 5 3 2 1 0 1 Branch’s 2018 Mobile Growth Industry Report.
  17. 17. Mobile Growth Handbook | Third Edition | 17 Percentage of Marketing Budgets Allocated to Mobile by Company Size1 It’s no surprise that the percentage of marketing budgets allocated to mobile fluctuates according to budget size. While smaller apps may rely more on cheaper or scrappier measures of mobile growth and while the largest apps have budgets that enable them to simultaneously concentrate on mobile growth and experiment in other areas, those in the middle each reported over 50% of funds dedicated to mobile. Marketing Budget Allocation to Mobile 1.3 | Industry Report <10k 50k-200k >1m200k-1m10k-50k 60% 45% 30% 15% 0 1 Branch’s 2018 Mobile Growth Industry Report.
  18. 18. Mobile Growth Handbook | Third Edition | 18 Percentage of Marketing Budgets Allocated to Mobile by Company Vertical1 The allocation of enterprise apps’ marketing budgets to mobile endeavors also widely fluctuates by industry vertical, according to data collected by Branch. In fact, the average allocations for gaming apps and photo and video apps are over 3x and 4x the average allocations for education apps and sports apps. Marketing Budget Allocation to Mobile 1.3 | Industry Report 80% 60% 40% 20% 0 Gaming Entertainment Business&Utilities Finance Sports Travel SocialNetworking News&Media Education Medical Photo&Video eCommerce Lifestyle 1 Branch’s 2018 Mobile Growth Industry Report.
  19. 19. Mobile Growth Handbook | Third Edition | 19 When asked about specific mobile priorities for 2018, the majority of surveyed app experts agreed that creating a better experience in their mobile apps was a top priority. Clearly, however, approaches to achieving better mobile user experiences differ—while many have chosen to focus on organic growth on mobile and on increasing app installs, some have turned to creating unified cross-platform experiences and optimizing mobile attribution and measurement.1 Mobile Marketing Team Priorities in 2018 1.3 | Industry Report Creating a better experience in your mobile app52.4% Organic growth on mobile51% Getting more app installs47.6% Increasing conversion in your mobile app46.3% Exploring new mobile marketing acquisition channels40.1% Improving attribution and measurement on mobile35.4% Creating a unified experience between web and different apps on mobile29.9% Other1.4% 1 Branch’s 2018 Mobile Growth Industry Report.
  20. 20. Mobile Growth Handbook | Third Edition | 20 For insight into the biggest areas of focus for mobile teams in 2018, check out the word cloud extrapolated from answers to the question, “Where are you focusing your mobile efforts in 2018?”.1 We’re excited to see the directions that mobile teams venture this year—as TD Bank’s Miguel Navarro, writes, “We are only as strong as our networks. My co-workers, friends, and family know the answers I don’t. We have at least most of the answers.”2 Areas of Focus for Mobile Teams in 2018 1.3 | Industry Report 1 Branch’s 2018 Mobile Growth Industry Report. 2 Independently-submitted tip by Miguel Navarro, VP & Mobile Product Manager (US) for TD Bank.
  21. 21. Mobile Growth Handbook | Third Edition | 21 Allocation of Team Efforts by Company Size1 Let’s take a look at how teams allocate their efforts between the different stages of growth, broken down by company size. While smaller companies are concentrating on mastering organic growth, larger companies (those with at least 200,000 MAUs) are looking towards optimizing paid acquisition measures. One thing remains consistent among apps of all sizes: every company, regardless of size, is spending significant portions of time pursuing all areas of surveyed growth. Allocation of Team Mobile Efforts 1.3 | Industry Report <10k 50k-200k 200k-1m >1m10k-50k 1 .75 .5 .25 0 Organic Engagement & Re-engagement Conversion Paid Acquisition 1 Branch’s 2018 Mobile Growth Industry Report.
  22. 22. Mobile Growth Handbook | Third Edition | 22 For a glimpse at innovative growth strategies, we created a word cloud using responses to the question, “Which mobile growth strategies is your team most excited to try in 2018?”.1 Innovative Growth Strategies in 2018 1.3 | Industry Report 1 Branch’s 2018 Mobile Growth Industry Report.
  23. 23. Mobile Growth Handbook | Third Edition | 23 Deep linking, Instant Apps, and Progressive Web Apps led the charge of technologies that surveyed mobile professionals believe will have the biggest impact on mobile teams this year, according to collected data.1 Game-changing Mobile Technologies 1.3 | Industry Report Deep Linking27.3% Instant Apps21.9% Progressive Web Apps21.1% Augmented Reality18.8% Virtual Reality6.2% Other4.7% 1 Branch’s 2018 Mobile Growth Industry Report.
  24. 24. | 24 Mobile Growth Handbook | Third Edition tricks to attribution must-haves, there’s something in the 2018 Mobile Growth Handbook for everyone. Finding opportunities to subvert the app adoption and in-app engagement power laws is a must, as is offering consistent cross-platform user experiences and attribution. In this Handbook, we’ll take down the scaffolds in front of each pillar of mobile growth in 2018, and we’ll show you an exclusive peek into some of today’s leading mobile-first companies. With everything from acquisition tips to referral A Peek Inside the Handbook 2018 Mobile Growth Handbook Contents Share the Handbook with friends Spread the word 1.4 | Preview
  25. 25. Tara Hughes Esther Hwang James Meeks Jeff Morris Patricia Morizio Michelle Parsons Ankur Prasad TURNER POSHMARK EBAY TINDER VERIZON SPOTIFY AMAZON Daniel Alvarez Ajay Arora Julie Ask Sigal Bareket Carrie Buonaccorsi Effi Fuks-Leichtag Emily Grossman THE HUFFINGTON POST NETFLIX FORRESTER LYFT PANDORA YELP SKYSCANNER Toby Roessingh Jazz Singh Zoe Soon Haseeb Tariq Everette Taylor Jules Walter Henry Yan FACEBOOK NFL MEDIA BUSINESS INSIDER GUESS POPSOCIAL SLACK LINKEDIN | 25 Mobile Growth Handbook | Third Edition1.4 | Preview Abridged Contributors2018
  26. 26. | 26 Mobile Growth Handbook | Third Edition Get full access to this year’s 120+ new tips and best practices from top mobile growth experts. Contributing experts span far and wide—hailing from Amazon, eBay, Facebook, HuffPost, LinkedIn, Lyft, Netflix, Skyscanner, Slack, Spotify, Tinder, Turner, Yelp, and over 100 more— but they have one thing in common: they know mobile. Stay tuned for a peek at what you’ll receive. Download the full 2018 Mobile Growth Handbook Enjoyed this taste? Download 1.5 | Download Details
  27. 27. 2 ACQUISITION 2018 Mobile Growth Handbook | Third Edition
  28. 28. Mobile Growth Handbook | Third Edition | 28 App Annie predicts that 2018 will see 205 billion downloads and $106 billion in consumer spend. 1 https://www.appannie.com/en/insights/market-data/app-annie-2017-2022-forecast/ China’s annual app download rate is expected to jump from 79 billion to 120 billion, and India’s annual app download rate is projected to skyrocket from 12.1 billion in 2017 to 37.2 billion in 2022.1 App Annie’s 2017-2022 App Economy Forecast reports that 2017 saw nearly 4 billion connected mobile devices generating 178 billion app downloads and $81 billion in consumer spend.1 In fact, App Annie predicts 45% growth in annual mobile app downloads by 2022 (to 258 billion), and a 92% increase in annual consumer app store spend by 2022 (to $157 billion).1 Mobile app installs and consumer spend are rapidly increasing. What’s Changed? 2018’s Innovations in Mobile User Acquisition
  29. 29. Mobile Growth Handbook | Third Edition | 31 Getting noticed by organic users in the App Store and Google Play Store is tougher than ever. own game, and to optimize flow from these apps into their own platforms. In addition, everyone knows that the more complicated the mobile hemisphere becomes, the more difficult it becomes to reliably track organic user acquisition metrics. Due to that pesky power law, getting noticed by organic users in the App Store and Google Play Store is tougher than ever. Furthermore, in-app browsers are used to construct walled gardens within apps like Facebook, Twitter, Snapchat, Gmail, all of whom want to keep users in their own apps— even when they’re interacting with your web pages. Mobile growth experts have had to get creative to beat these walled gardens at their Challenges with Existing Organic User Acquisition Models Breakdown of Organic Acquisition Channels
  30. 30. Mobile Growth Handbook | Third Edition | 39 SENIOR DIRECTOR OF GROWTH MARKETING Sigal Bareket “I definitely recommend connecting the dots between your different creative teams. Our brand and growth teams were running disconnected messages in advertising and marketing. By uniting our designers, we found the right message. CPL decreased by 31% and conversion rate increased by 6%.” 2.2 | Organic Acquisition
  31. 31. Mobile Growth Handbook | Third Edition | 42 1 https://www.appannie.com/en/insights/market-data/predictions-app-economy-2018/ 2 https://www.appannie.com/en/insights/market-data/2018-app-predictions-app-store-revenues-will-hit-new-heights/ people use web search in order to research products and services prior to purchase. But here’s the problem: according to Search Engine Journal’s Eric Siu, 60% of all traffic from web searches goes to the first three organic search results. In a world in which SEO leads maintain an impressive close rate of 14.6% (compared to an outbound lead close rate of only 1.7%), the potential benefits of a well-executed SEO strategy can’t be overemphasized. Did you know that 93% of online experiences begin with search1 , but that 75% of users never scroll past the first page of Google search results2 ? Getting the chance to drive organic content-driven acquisition can be difficult, not to mention time-consuming. According to SEO expert Neil Patel, Google displays over 3.5 billion search results per day—a rate made all the more important to consider thanks to the finding that 78% of Why is an SEO mindset important? 93% of online experiences begin with search. 2.2 | Organic Acquisition
  32. 32. Mobile Growth Handbook | Third Edition | 86 acquisition over organic acquisition. Reach Mob, Inc. co-founder Billy Shipp says, “It’s hard to understand the value you’re getting from any organic channel, but paid is very, very con- sistent.” If you optimize your paid acquisition strategey, you may acquire high-quality users at a dependable volume. While it may be true that paid is consistent, it can also lead to SDK congestion, duplicated data, and wasted marketing spend. In addition, balancing procedure with product is difficult, and generally costly. So, how can you optimize paid acquisition strategies in 2018’s complex mobile world? The answer is carefully—and with the following insights in mind. These days, budgeted mobile professionals who believe paid acquisition is not worth investigating are disadvantaging themselves and their apps. The reality is that paid mobile user acquisition in 2018 is an expensive but necessary endeavor—not only to gain a continuous stream of app users, but also to learn, grow, and refine mobile strategies. There are a number of reasons why mobile professionals choose to prioritize paid Challenges with Existing Paid Acquisition Models Breakdown of Paid Acquisition Channels
  33. 33. 1 TIP!TIP! 2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 1 https://blog.branch.io/how-to-build-effective-facebook-ads-for-mobile-app-installs-in-2018-guide-user-acquisition-campaign-management/ 1 Avoid product-heavy selling. Instead, advertise the benefits of your app or app-based service. 2 Play to the emotions of your audience. Instill a sense of urgency, fear, or love in the viewer of your ad—this will drive them to take action. You can use anything from a timing constraint (only 10 minutes left!) to an offered charitable donation for every app install. 3 Ask your audience a question to get them thinking. For example, you could ask, “Are you tired of losing your keys?” Then, offer a solution to their problem. 4 Being negative can actually be a positive thing. Using negative words can grasp your audience’s attention. For example, something along the lines of: “Your current food delivery app is letting you down.” To make sure you’re optimizing CTAs, check out this helpful list of best practices: 5 Not all words are created equal. Hubspot and Hootsuite’s AdEspresso found the best words to get the attention of your audience are You/ Your, Free, Now, and New. Test out a few combinations and see what works best for your app.1 | 91
  34. 34. Mobile Growth Handbook | Third Edition | 126 “If you have a high LTV, you can afford to pay for your users. Figure out how much you’re willing to spend, and then A/B test your way to success. If you have a low LTV and can’t spend, find channels that play to your strengths.” PRODUCT Ajay Arora 2.3 | Paid Acquisition
  35. 35. 3 ACTIVATION 2018 Mobile Growth Handbook | Third Edition
  36. 36. Mobile Growth Handbook | Third Edition | 130 1 https://www2.branch.io/WBN-2017MoEngageAppEngagement_LP-Registration/ Requiring users to register immediately leads to a 50% drop in users before they’ve even activated their accounts. If you can optimize your download to activation flow, you’re already well on your way to improving your initial engagement numbers. The process of walking users through the registration and function of your app should be easy, right? As many of us know based on professional experience, it’s actually very difficult to make a good first impression. In fact, Branch and MoEngage report that requiring users to register immediately leads to a 50% drop in users before they’ve even activated their accounts.1 Don’t lose your users as soon as you’ve acquired them! Mobile User Activation in 2018
  37. 37. Mobile Growth Handbook | Third Edition | 133 As part of its 2018 Mobile Growth Industry Report, Branch found that most mobile apps are pursuing UX and UI, push notifications, and onboarding optimizations to improve conversion rates.2 Tactics for Triggering Mobile Conversion 3.1 | Activation Improved UX and UI66.2% us otification59.6% Onboarding57.4% Personalization48.5% Deep Linking45.6% Emails45.6% Retargeting Ads29.4% Seamless Login26.5% Other2.2% 1 https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ 2 Branch’s 2018 Mobile Growth Industry Report.
  38. 38. Mobile Growth Handbook | Third Edition | 141 1 https://apptimize.com/blog/2016/04/ultimate-guide-user-onboarding/ opportunities to inject personalization into the onboarding process. The top apps have learned how to master this onboarding trifecta, and have done so with a sleek and engaging user experience. In this section, we’ve got tips from some of the best to help you along your way. According to Andreessen Horowitz’s Andrew Chen, the average mobile app loses 71% of its users one day after they download or less. After a month, that number approaches 90%— after three months, 96%.1 In order to avoid average performance (or worse), mobile marketers must make good first impressions and minimize friction experienced on the part of new users, all while leveraging The average mobile app loses 71% of its users one day after they download or less. Challenges with Existing Activation Strategies 3.1 | Activation
  39. 39. Mobile Growth Handbook | Third Edition | 144 1 https://blog.branch.io/how-to-set-up-analytics-metrics-for-mobile-apps/ Say that you give your users the ability to share your app with friends. New users are much more likely to onboard (and subsequently engage) if you offer a personalized welcome screen and experience. Trip.com (formerly Gogobot) saw a 78% increase in sign-up conversions from simply adding the referrer’s photograph to the new user’s onboarding screen, as well as the piece of information the friend shared.1 Elements of Activation: Personalized Onboarding Regular 78% Personalized Onboarding Onboarding with Branch Links Conversion to signup 3.2 | Elements of Activation: Personalized Onboarding
  40. 40. Mobile Growth Handbook | Third Edition | 151 More than 3.7 billion people worldwide (over half of the world’s population) use email. 1 https://www.lyfemarketing.com/blog/importance-email-marketing/ 2 https://www.lyfemarketing.com/blog/importance-email-marketing/ for mobile and mobile apps, however, you start to realize how many challenges mobile presents for email. Different platforms, email clients, and devices handle emails in disparate, unpredictable ways. “Responsive” email design is stuck in the 2000s, but the most pressing email marketing issue is that email clicks on mobile send users to the web, where context is lost. Email user experience is broken, but there’s a solution. Most marketers today have come to accept that email remains an integral part of any winning marketing strategy. Lyfe Marketing reports that, according to Radicati Group, more than 3.7 billion people worldwide (over half the world’s population) use email.1 Data from Pew Research shows that 92% of U.S. adults have access to email in some fashion, and that a surprisingly large portion of these American email users—61%—interact with email each day.2 Once you choose to optimize your emails 3.4 | Elements of Activation: Email Elements of Activation: Email
  41. 41. Mobile Growth Handbook | Third Edition | 172 3.8 | Elements of Activation: App-to-App Partnerships “We partnered with T-Mobile to share 3 months of Pandora premium, and saw a 14% uptick on number of trial starts. Partnering with the right companies or brands can be extremely beneficial on both sides.” SENIOR PRODUCT MANAGER Carrie Buonaccorsi
  42. 42. 1 | 173 Mobile Growth Handbook | Third Edition TIP!TIP! Construct seamless app-to-app journeys with deep linking. Proposing an experience where sending people to your app enhances the user experience of the other app can form a highly convincing, clearly valuable, perhaps even irresistible app-to-app marketing proposition. For instance, consider SpotHero (a parking app) and Waze (a driving directions app). As users are getting directions to specific locations in Waze, they can go directly into SpotHero and find parking at their destination. This, clearly, can serve as strong encouragement for an app downloader of one to become a (serial) app user of both, but it depends on convenience of app use for both SpotHero and Waze. 3.8 | Elements of Activation: App-to-App Partnerships
  43. 43. 4 ENGAGEMENT 2018 Mobile Growth Handbook | Third Edition
  44. 44. Mobile Growth Handbook | Third Edition | 176 1 https://www.comscore.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 First thing’s first: When designing a mobile user engagement strategy, it’s important to keep in mind that mobile media use continues to fluctuate throughout the day, as well as day by day. Take a look at the display to the right, from comScore’s Global Digital Future in Focus Report.1 Mobile Media Use Fluctuates Throughout the Day 2018’s Innovations in Mobile User Engagement Early Morning Daytime Early Evening PrimeLate Night 7am - 10am 10am - 5pm 5pm - 8pm 8pm - 12am12am - 7am Percentage of Each Platform’s Average Daily Impressions by Hour
  45. 45. Mobile Growth Handbook | Third Edition | 179 1 https://www.comscore.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 The verdict’s in: according to comScore, U.S. digital minutes spent on smartphones dwarf U.S. digital minutes spent on tablets and desktop devices. In fact, U.S. smartphone usage is officially more than double U.S. desktop usage.1 Share of Total Digital Minutes by Platform (US) In the U.S., Smartphones Reign King 4.1 | Engagement 100% 75% 50% 25% 0 J F M A M J J A S O N D J F M A M J J A S O N D 2016 2017 Desktop Smartphone Tablet 34.0% 29.3% 54.5% 61.9% 11.5% Tablet Smartphone Desktop 8.8%
  46. 46. | 207 Mobile Growth Handbook | Third Edition TIP!TIP! 4.4 | Engagement Tactics: Push Notifications 3 The norm for accepting standard push notifications is 32% (though this varies across industries). Don’t get discouraged, though—studies show that communicating the value of push notifications in conjunction with an aesthetically-pleasing request interface can raise the opt-in rate to 50%. Optimize the request to send push notifications. 32% 50%
  47. 47. Mobile Growth Handbook | Third Edition | 209 4.4 | Engagement Tactics: Push Notifications “Everyone gets excited about push notifications, but—depending on your success with push enablement—it may be like when a tree falls and there’s nobody there to hear it. For the Wall Street Journal and Barron’s, we’re focused on that moment of convincing a user to enable pushes.” DIRECTOR OF PRODUCT OPTIMIZATION Peter Gray
  48. 48. 5 REFERRAL 2018 Mobile Growth Handbook | Third Edition
  49. 49. Mobile Growth Handbook | Third Edition | 238 1 https://www.extole.com/blog/15-referral-marketing-statistics-you-need-to-know/ Who trusts referral advertising? With user acquisition costs rising across the board, mobile referrals are becoming more important to mobile brands at all stages of growth and across all verticals. From e-Commerce to gaming, mobile marketers and product professionals are investing more and more in sharing and incentivization referral mechanisms. In its annual Global Trust in Advertising Report, Nielson reported that referral marketing outperformed every other marketing channel across every single demographic.1 Referral Marketing—What’s the Big Deal? 5.1 | Referral 83% 85% 83% 80% 79% Gen Z Millennials Gen X Boomers Silent Gen
  50. 50. Mobile Growth Handbook | Third Edition | 239 1 https://www.extole.com/wp-content/uploads/2015/03/Extole_Fact_vs_Fiction_ePaper.pdf? 2 https://influitive.com/blog/infographic-17-stats-about-b2b-referrals-you-should-know-but-probably-dont/ 3 https://www.extole.com/blog/15-referral-marketing-statistics-you-need-to-know/ 28% of millennials say they won’t even try a product if their friends don’t approve of it first. As Extole’s Chris Duskin writes, “Referral programs combine a seal of approval with the one-two punch of a reward.”3 Nielsen’s favorable view of referral marketing is just the tip of the empirical evidence iceberg, however. Extole reports that 28% of millennials say they won’t even try a product if their friends don’t approve of it first.1 In fact, Influitive reports that B2B companies with referrals enjoy a 70% higher conversion rate than those who don’t have referrals, and that they report a 69% faster close time on sales.2 CONT: Referral Marketing—What’s the Big Deal? 5.1 | Referral
  51. 51. Mobile Growth Handbook | Third Edition | 244 1 https://branch.io/attribution/ Widespread channel and platform fragmentation has rendered it harder to identify multi-channel and multi-platform users. Mobile brands relying on legacy attribution models are finding that referral marketing strategies with fingerprinting or cookie-based attribution (rather than people-based attribution) aren’t identifying users they could be identifying, and thus are missing out on insights and relationship-building moments. They also aren’t realizing what tactics are or aren’t working, and—as such—they aren’t learning from their mistakes.1 Widespread channel and platform fragmentation has rendered it harder to identify multi-channel and multi-platform users, further complicating the process of delivering personalized experiences that delight and impress new users. If you can’t recognize prospective and existing users across all the channels, platforms, and devices in your growth marketing stack, you’re not setting yourself up for true, unfettered success. Challenges with Existing Referral Strategies 5.2 | Challenges with Existing Referral Strategies
  52. 52. Mobile Growth Handbook | Third Edition | 248 The best incentives are resonant, scalable, and relevant. Let’s look at an example. In order to move up the waitlist, a user of The League can refer a friend to install the app, thus allowing The League to generate hype and drive more installs. The League rewards active users with a special VIP ticket that allows one friend to skip the waitlist and onboard straight into the app. The Best Incentives for Mobile Referrals 5.4 | The Best Incentives for Mobile Referrals
  53. 53. Mobile Growth Handbook | Third Edition | 249 1 https://branch.io/referral/ The League uses contextual deep links enabled by Branch to scale link generation, referral tracking, reward attribution, and credit balance. With deep linked referrals, rewards are automatically applied and new and existing users see personalized experiences without the need for promo codes. The League quickly saw significant increases in app installs and conversion to signup, and even a 2x increase in engagement among referred users. The League’s Referrals Strategy: Under the Hood 5.4 | The Best Incentives for Mobile Referrals +30% Boost in installs through user referrals. +31% Increase in conversions to signups for referred users. 2x Increase in engagement for referred users.
  54. 54. 1 | 251 Mobile Growth Handbook | Third Edition TIP!TIP! Automatically apply coupons and promo codes to marketing links. Throughout commerce history, companies across industries and growth stages have created wildly successful product promotions through the use of coupons. Promotions are a surefire way to drive growth across a vast array of marketing channels, including email, web-to-app (or app-to-app) smart banners, and social media. With promo codes, however, you risk losing each user who tries to dig through previous emails or texts to find original coupon codes. Click here to learn how to provide your users with links that automatically apply these promo codes, across all channels. 5.4 | The Best Incentives for Mobile Referrals
  55. 55. Mobile Growth Handbook | Third Edition | 255 1 https://www.referralcandy.com/blog/referral-program-incentives/ It is better to reward the referred user rather than the referring user. Who Should Receive Incentives? This is not to say that all referrals require an incentive, however. As mentioned earlier, games and social apps are using shared experiences and in-game mechanics instead of material gifts as incentives to gain traction. When building a referral marketing strategy, one of the largest hidden variables to consider is the allocation of referral incentives across referring and referred users. Depending on factors such as the strategy, the growth stage of the app in question, and the budget in question, sometimes rewarding both users just isn’t feasible. In these cases, it is better to reward the referred user rather than the referring user.1 5.4 | The Best Incentives for Mobile Referrals
  56. 56. Mobile Growth Handbook | Third Edition | 257 Mobile Growth Model: 5% Increase in Retention and Acquisition 5% increases in retention and user acquisition rates can lead to a 220,000 user increase over six months. Check out our mobile growth modeling calculator here. Mobile Growth Modeling Calculator 5.5 | The Why and How of Influencer Tracking 200k 150k 100k 50k o
  57. 57. 6 ATTRIBUTION 2018 Mobile Growth Handbook | Third Edition
  58. 58. Mobile Growth Handbook | Third Edition | 262 1 http://www.pewresearch.org/fact-tank/2017/06/28/10-facts-about-smartphones/ 2 https://www.forrester.com/report/Mobile+Moments+Transform+Commerce+And+Service+Experiences/-/E-RES115853 3 https://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/2017-US-Cross-Platform-Future-in-Focus? As the Pew Research Center reported in 2017, more than 75% of U.S. adults reportedly own at least one smartphone (a sharp and telling increase from the 35% reported in 2011).1 Forrester reports that U.S. consumers spend over 90 hours on their smartphones every month, or 3 hours per day.2 The total mobile time spend now accounts for nearly 70% of all digital media time.3 Before the mobile domination, desktop web provided a reliable platform for brands to engage with and convert consumers through websites. Technologies developed during this time period enabled digital marketers to measure and attribute digital campaigns relatively effectively. The introduction of mobile as a digital platform, however, has fundamentally disrupted that equilibrium. Instead of the sole reliance on the web, consumers have quickly adapted to the new norm with smartphones. More than 75% of U.S. adults reportedly own at least one smartphone. What’s Changed? Innovations in Mobile and Cross-Platform User Attribution
  59. 59. 6.1 | Attribution Mobile Growth Handbook | Third Edition 1 The explosive growth of mobile has introduced widespread fragmentation across devices, platforms, and channels. The fluid na- ture of a given consumer’s journey requires measurement solutions that can map the entire digital footprint, across all touchpoints. 2 Existing attribution solutions are limited. As consumer digital journeys become increasingly cross-platform and cross-channel, legacy attribution solutions have largely failed to evolve and adapt. Attribution technology born in the age of the web fails to incorporate native app activities, whereas newcomers fail to tie app attribution back to the web. Challenges with Existing Attribution Strategies 3 A people-based approach to attribution is vital. Measuring the true consumer journey is critical to every B2C business. It enables advertisers and marketers to gain the right insights, optimize spend, and drive ROI. People-based measurement allows companies to achieve all of the above and more—you can now integrate marketing efforts with confident reporting. | 263
  60. 60. Mobile Growth Handbook | Third Edition | 264 From the technology you should consider implementing when building your app, to the steps you’ll need to build a marketing and PR strategy, Branch’s App Launch Checklist is chock full of useful content. Explore the whole list as a learning experience, or build a launch plan that makes sense. Build a launch plan that makes sense. App Launch and Attribution Strategy A Moment for New Apps
  61. 61. Mobile Growth Handbook | Third Edition | 265 “One of our secret weapons for internal products is to launch on Android first. User acquisition is much cheaper, and you can publish app changes in hours instead of days. Launch a v1.0 on Android, acquire users cheaply, and get feedback from them. Then, revise the app for the iOS launch and subsequent iterations.” Ben Lee CO-FOUNDER & CEO | 265 6.2| A Moment for New Apps
  62. 62. Mobile Growth Handbook | Third Edition | 282 1 https://www2.branch.io/rs/315-FTT-121/images/WP-2018-TheUltimateGuidetoWebandAppUserAttribution.pdf 2 https://www2.branch.io/rs/315-FTT-121/images/WP-2018-TheUltimateGuidetoWebandAppUserAttribution.pdf The identification inconsistency between cookies and device IDs effectively forced cross-platform attribution companies to develop new ways to match web users to app users. As a result, device fingerprinting has become the most common tactic for achieving cross-platform attribution. The “fingerprint” method generates a snapshot of a web user, consisting of a device’s IP address and user agent (the device operating system, the OS version, and other device- specific parameters), and generates another snapshot when this user opens the app. The attribution provider then attempts to find close matches among the collected web fingerprints and app fingerprints. This method results in varying degrees of accuracy, but can never be 100% accurate. To make matters worse, fingerprinting attribution methods often fall victim to ad fraud. With a market size reportedly at $83 billion in the US alone,bad actors are rampant across the ecosystem, and show no signs of slowing down.1 In fact, CNBC estimates that businesses lost $16.4 billion to ad fraud in 2017.2 The Evolution of Attribution: Stage 3 (Web and App) “Fingerprinting”: Today’s Common Standard Web App App Web ?
  63. 63. Mobile Growth Handbook | Third Edition | 284 1 https://www.adweek.com/brand-marketing/what-brand-marketers-need-to-know-about-mobile-ad-fraud/ According to AdWeek, the app install ad business alone is an estimated $5.7 billion market.1 As ad spend increasingly shifts to mobile, fraudsters are focusing their attention on experimenting with methods of stealing from the mobile ad revenue pie. Whether you are paying for impressions, clicks, installs, or in-app purchases, fraudsters have devised ways to falsely claim credit. While mobile ad fraud techniques have become more and more sophisticated, anti-fraud approaches have unfortunately lagged. Tactics to check for virtual machines or emulators that mimic user behaviors are limited, since fraudsters have evolved to use install farms that emulate human behavior. Similarly, new techniques like click-hijacking on Android devices are rendering older methods of detecting attribution fraud (analyzing install rates for abnormalities, for instance) ineffective. With a junk app installed on the mobile device of a user, click-hijacking can fake a perfect ad click to claim credit and receive payout. 6.5 | The Challenges of Mobile Fraud The Challenges of Mobile Fraud
  64. 64. Mobile Growth Handbook | Third Edition | 285 The limitations of fingerprinting mean that if two users use the same public wifi or are in close proximity on the same network in a 24-hour period, and they happen to have the same device model and operating system version, a model using fingerprinting will label these users as identical, causing inaccurate attribution (also known as “False Attribution”). Imagine there exist two users, Jack and Jill. Jack is in Union Square on his iPhone browsing the web. He clicks a display ad that directs him to Company X’s website. He browses, but ultimately decides not to download the app. Later that day, Jill is also in Union Square, and a friend tells her about a product that Company X is selling. Jill decides to download the app on her iPhone, and ultimately makes the purchase. Since Jack and Jill share very similar device fingerprints, the legacy attribution provider will claim that Jack’s ad click led to Jill’s install and purchase, falsely assuming Jack and Jill are the same user. Fingerprinting’s Role in Perpetuating Mobile Fraud 6.5 | The Challenges of Mobile Fraud
  65. 65. Mobile Growth Handbook | Third Edition | 286 To reduce inaccuracy while mitigating false attribution, attribution providers set time windows for when a match can be made. These time windows are usually less than 24 hours, meaning that if a user clicks a web display ad and installs the app over a day later, the user’s web activity and source will not be matched to the user’s app activity. Ironically, this introduces additional inaccuracy for the exact opposite reason: attribution providers will misattribute users as organic installs simply because they converted outside of the 24 hour attribution window. This could easily mask gaps in acquisition strategy, as well as channels that seem to be underperforming but in reality are driving substantial revenue. False Attribution 6.5 | The Challenges of Mobile Fraud Reality Ad click False Attribution Ad click Organic visit Organic visit A B A
  66. 66. Mobile Growth Handbook | Third Edition | 287 Most attribution providers are left to focus on either web or app, rather than both. What does this mean for you, the theoretical advertiser? App user conversions originating from any source on the web have a good chance of being incorrectly attributed or not attributed at all. Single-platform attribution providers are essentially appropriate solutions only for companies that separate their web attribution from app attribution. As mentioned, the paradox in this approach is that users never interact with justone or the other. Due to difficulties that accompany accurate cross-platform web and app attribution, most attribution providers are left to focus on either web or app, rather than both. In the rare cases that legacy app attribution providers also report on web channels, they rely on requiring a user to sign in on each applicable platform. Given that users rarely login on multiple platforms, most would not be attributed to their original web source, even in this scenario. CONT: False Attribution 6.5 | The Challenges of Mobile Fraud
  67. 67. Mobile Growth Handbook | Third Edition | 288 What is People-Based Attribution, and How is It Done? The Solution: People-Based Attribution fingerprint, a short-lived identifier based on not-so-unique parameters, Branch has built an Identity Graph that matches a device’s web cookies to its unique app identifier as one user across web and app platforms. Ultimately, without consolidating the entire user journey, it is impossible for companies to identify and optimize digital touchpoints that can provide smoother user experiences while driving higher ROI across platforms. The solution? People-Based Attribution enables companies across industries and stages of growth to perform reliable cross-platform attribution without fragmentation-induced misattribution. Rather than generating a Web App App Web ID
  68. 68. Mobile Growth Handbook | Third Edition | 291 People-Based Attribution offers advertisers and marketers the ability to connect all touchpoints across all web and app marketing channels and platforms. Legacy measurement models offer marketers an undeniably siloed view into their customer’s digital journeys, oftentimes misattributing conversion events to the wrong channel. People-Based Attribution stitches a user’s journey together, offering marketers and advertisers a single, de-duplicated persona that represents a real human consumer, rather than an unreliable “fingerprint” or cookie. The user will be available to reference across every channel and platform for accurate measurement and personalized user experiences. Benefits of People-Based Attribution People-Based Attribution User activity over time Legacy Attribution Systems User activity over time 6.6 | People-Based Attribution
  69. 69. Mobile Growth Handbook | Third Edition | 292 People-Based Attribution enables marketers and advertisers to optimize marketing spend and user experience. The benefits of a reliable and advanced attribution solution go far beyond accurate data. With the ability to map out real consumer journeys across web and app, marketers can finally access an integrated and comprehensive view across all marketing campaigns. Marketers and advertisers plugged into People-Based Attribution can allocate digital marketing and mobile budgets based on the performance of previous and current web and app campaigns. As such, they can maximize ROI and scale campaigns with confidence. Last but not least, Branch’s attribution platform enables marketers to build optimized user experiences with Branch links in marketing campaigns. Branch provides the most advanced deep linking technology available, ensuring consumers are routed to the optimal destination across every touchpoint. By helping brands create lasting connections with users through data-driven, optimized ex- periences, Branch helps marketers reach their ultimate goal: engaged, retained users. You deserve cross-channel, cross-platform attribution that’s on your side. Click here to fix your mobile attribution with Branch today. CONT: Benefits of People-Based Attribution 6.6 | People-Based Attribution
  70. 70. Mobile Growth Handbook | Third Edition | 296| 296 6.7 | Summary “Don’t be afraid of traffic going from one channel to the next. Conversion rates by mobile may never be what they are on desktop, and that’s okay. What’s important is driving revenue, so you need to look at ‘touched by mobile’.” James Meeks HEAD OF MOBILE
  71. 71. Mobile Growth Handbook | Third Edition | 302 “There’s never been a more exciting time to be in mobile. Just keep building.” CO-FOUNDER & CEO Alex Austin 6.7 | Summary
  72. 72. | 304 Mobile Growth Handbook | Third Edition Peter is a content marketer at Branch. He obtained his B.A. from the University of Pennsylvania, and has been featured from TED to Teen Vogue for his work as a writer, editor, and publisher. At Branch, he oversees the blog and social media platforms, and contributes to all additional areas of growth marketing content. In his spare time, Peter serves as the founder and editor-in-chief of the Adroit Journal, and as the founder and director of its free, online summer mentorship program for teen writers around the globe. Peter LaBerge | EDITOR Michael is a landscape photographer and graphic designer based in the San Francisco Bay Area. Michael’s professional career in graphic design has spanned 14 years, wherein he has created design direction, including marketing, advertising, and brand building, for global brands. Michael has been recognized and published by Outdoor Photographer and Popular Photographer among others in the photography community as well as being recognized for his design work, and currently serves as Branch’s Creative Director. Michael Hindman | DESIGNER 7.2 | About Branch
  73. 73. | 305 Mobile Growth Handbook | Third Edition Branch is committed to providing the leading mobile linking platform that unifies user experience and measurement across devices, platforms, and channels. Branch provides links for over 6 billion users across the globe, and is a trusted solution for Airbnb, BuzzFeed, Pinterest, Target, Tinder, Slack, Starbucks, Yelp, and more than 30,000 more. About Branch To learn more about our platform today Visit Branch.io 7.2 | About Branch
  74. 74. | 306 Mobile Growth Handbook | Third Edition Get full access to this year’s 120+ new tips and best practices from top mobile growth experts. Contributing experts span far and wide—hailing from Amazon, eBay, Facebook, HuffPost, LinkedIn, Lyft, Netflix, Skyscanner, Slack, Spotify, Tinder, Turner, Yelp, and over 100 more— but they have one thing in common: they know mobile. Download the full 2018 Mobile Growth Handbook Enjoyed this taste? Get the full Handbook 7.3 | Download Details

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