The document discusses strategies for acquiring consumers and engaging users for mobile apps. It addresses: - Targeting the right audience and understanding their problem to be solved - Explaining how the product (an online shopping mall mobile app) solves users' problems of easy and safe online shopping with best deals and service - The importance of focusing on active users and engagement rather than just install numbers - Strategies for acquiring installs including ASO, incentives, social media, and referrals - Using push notifications, in-app engagement, and analytics to improve intent and conversions - The challenges of mobile app marketing compared to desktop, such as focusing on owned assets like mobile websites rather than paid user attention

1. Consumer Acquisition in the Mobile App World
Lijo Isac
TiE Bangalore – September 30, 2015

2. Mobile is the Future

3. The Future is Mobile

4. Agenda
•Installs
•Engagement – Intent & Conversion

5. Who are you targeting?

6. Who is your target customer?
For
Who is the product for?
Indian Online Shopper
Who
What is their driving problem?
Finding easy to use site with good deals and best service
for the online shopping experience
The
Our product
Online Shopping Mall
Is a
What is our product?
Web-based service which will help to get the best available
deals online
That
What does it do to solve the problem?
Ease of Use, safe, Best customer Service, Best deals
Unlike
What are competitive products and why do
they not solve the problem adequately?
Lousy Customer service, Costs are not transparent, Delivery
is not prompt
It
How do we do it?
Innovative use of web, scalable infrastructure, processes
and databases.
.

7. Installs
App
Installs
ASO
Incent
Affiliates
TVC
CRM
Offline
Promotions
PreEmbeds
Social Media
NonIncent
Affiliates
PPC/SEM
Website
Mobile
Website
Referrals
Partnerships

8. App Store Optimisation

9. Use mweb & Interstitial Pages
Use mweb & inetrstial pages to get to most loyal users of your brand
Use Interstitial pages as per the guidelines from Google

10. Non Google App Stores

11. App Installation Journey Map

12. Which App will you install?
App 1
App 2

13. Private Feedback Loop

14. What matters is Users and not installs

15. Types of App Users
Active Users
Brand Advocates
Supporters
Inactive Users
Junkies
Interested
Lost Users
Forgetfuls
UnInstalls

16. Deep Linking

17. The Challenge doesn’t stop with Installs
61 Apps
Per
Mobile
Phone
7.1 Apps
Used Per
Week
53.9
Apps are
unused

18. Mobile App Engagement Metrics

19. Mobile App Performance Metrics

20. Engagement , Intent & Conversion
App
Engagement,
Intent &
Conversion
Push
Notifications
Marketing
Automation
Remarketing
InApp
Engagement
Deep Linking
Intent
Analytics
Action
Referrals

21. Mobile App Marketing Equation

22. App Marketing – Working with Affiliates
Define Events – Authentication , Engagement , Intent , Conversion
Define KPIs for App Marketing Partners
Think more broadly than event based remarketing
CPI should not be the decision criterion
Desktop Marketing is different than App Marketing

23. The problem with spending only money in apps
You are just renting out attention for a moment as a David in the room

24. Are you marketing early ?Lipstick on the Pig
The timing of marketing is as important

25. Don’t Chase the Ranks in App Store
CHASE ACTIVE USERS

26. Make the best app for the usecase before you
start marketing

27. Start marketing the day you start building your app

28. Attract People Instead of Annoying Them

29. Focus on Building Marketing Assets that you own
~Mobile website will be as much or much more
important than app~

30. Build a Great App
~~Really Awesome~~

31. Thank You