Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Growth Hacking Mobile Apps: 3 Critical Growth Tactics

2,487 views

Published on

So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics.

The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team.
Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important.
Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working.
Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t.
Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology.

AND IT IS NOT JUST STARTUPS

Published in: Mobile
  • Like Watching Videos? Want to get paid to do it? ➤➤ https://tinyurl.com/rbrfd6j
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. 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,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Growth Hacking Mobile Apps: 3 Critical Growth Tactics

  1. 1. 1 @urbanairship #growthhacking@urbanairship #growthhacking June 23, 2016 Growth Hacking Mobile Apps: 3 Critical Growth Tactics
  2. 2. 2 @urbanairship #growthhacking Alyssa Meritt Justin Dunham Director, Strategic Services Lead, Marketing Technology & Analytics
  3. 3. 3 @urbanairship #growthhacking Today’s Agenda Introductions What is Growth Hacking … errr, Marketing? Growth Tactics: 1. Retention: Laying the Foundation from the Very Start 2. How (and Why) to Iterate on Your Mobile Campaigns 3. Using Mobile Data to Get the Right Customers Mobile Growth Marketing Key Takeaways & Next Steps
  4. 4. 4 @urbanairship #growthhacking@urbanairship #growthhacking What is Growth Marketing?
  5. 5. 5 @urbanairship #growthhacking 12M Users Just 1.5 Years After Launch -- Get your free Email at Hotmail
  6. 6. 6 @urbanairship #growthhacking Marketing: Traditional vs. Growth Traditional Growth Product Formal relationship Same team Goal Sell Strategically drive revenue, retention, etc. Data “Some things can’t be measured” Data-driven approach Testing Limited Constant APIs and Technology Barrier to be overcome Source of advantage
  7. 7. 7 @urbanairship #growthhacking Growth Marketing & Mobile Growth Mobile Product Act as the same team Complete customer experience -- not just a channel Focus Strategically drive revenue Customer experience Data Data-driven approach Seamless data collection Testing Constant Continuous deployment and 1:1 messaging APIs & Technology Source of advantage Many opportunities for creative usage to drive better experience; integrations. Omnichannel
  8. 8. 8 @urbanairship #growthhacking@urbanairship #growthhacking Retention: Laying the Foundation from the Very Start
  9. 9. 9 @urbanairship #growthhacking If you invest in growth before you have retention, you’re renting users, not acquiring them. -Tarun Mitra
  10. 10. 10 @urbanairship #growthhacking You’re Not Just Selling USERBRAND • Reach, engage & retain customers • Generate repeat business • Gain user insight • Operational efficiency • Optimal experiences • Easy & convenient • Save money • Save time • Have fun! • Security • Better deals • Be reminded
  11. 11. 11 @urbanairship #growthhacking Build in Habit What is bringing them back?
  12. 12. 12 @urbanairship #growthhacking Plan for Retention, Retargeting
  13. 13. 13 @urbanairship #growthhacking@urbanairship #growthhacking How (and Why) to Iterate on Your Mobile Campaigns
  14. 14. 14 @urbanairship #growthhacking How Are You Using Mobile Data Today? Analytics • Usage • Path analysis • Adoption • Events tracking • Attribution • Usability Aggregate or User Level Insight • Preferences • Behaviors • Locations • Lifecycle • Status Marketing Response • A/B testing • Retargeting • Cross channel messaging ROI Targeting, profiling Messaging, optimization
  15. 15. 15 @urbanairship #growthhacking How To Get Better Results ● Articulate our guesses ● Figure out ways to test them ● Act on the data
  16. 16. 16 @urbanairship #growthhacking Example Hypothesis Test Owner Result Adding signup to the homepage will drive a 10% increase in conversions to our product A/B test 2 versions of the homepage to see whether we see that lift Justin We saw a 5% lift, half from more click-thrus, and half because visitors who saw the signup on the homepage were more likely to signup through normal channels
  17. 17. 17 @urbanairship #growthhacking Three Simple A/B Testing Opportunities 1. Brand voice vs. pure information A) ”Share your love for the new Pretzel Bacon Cheeseburger combo using #PretzelLoveSongs and we may sing it!" B) ”Pretzel Bacon Cheeseburger is here to stay. Choose combo #2 on the menu." 2. Clear call to action vs. vague A) ”You can now enjoy $1 off premium cheeseburgers! Tap to redeem." B) ”Hungry? We’ve got local deals." 3. Immediacy vs. value proposition A) ”Your coupon expires today." B) ”There is still time to enjoy $1 premium burgers!"
  18. 18. 18 @urbanairship #growthhacking Individual Results May Vary Hypothesis Sale copy will have a higher open rate than thematic copy. Test A: Make the most of Summer… B: Camping equipment on sale Result A: 23% direct open 11.5% conversion rate B: 18.6% direct open rate 13.9% conversion rate
  19. 19. 19 @urbanairship #growthhacking@urbanairship #growthhacking Using Mobile Data to Get the Right Customers
  20. 20. 20 @urbanairship #growthhacking Segmentation ● Explicit and implicit user preference ● Funnel, frequency, user actions ● Find the right segments and grow them
  21. 21. 21 @urbanairship #growthhacking Opt-in >> Convert >> Grow >> Retain >> Reactivate Acquiring the Customer Building the Relationship Win back Prospect Customer Super User Best Customer Recaptured Customer Reactivation Transactional & operational Broadcast Obtain permission Loyalty 1:1 triggered Targeted by segment Preference/ behavior based push Exclusive rich contentWelcome Get the opt-in Value prop Deals & alerts Sharing preferences Aggressive deals/content Engage Pre-Install Opportunity Interstitial education on value prop Pre-opt in screen Customer Insight Engagement Signals Across User Lifecycle Register
  22. 22. 22 @urbanairship #growthhacking What Are the Attributes of Your Best Users? Explorers Converts Advocates Skeptics Your App On and offline marketing App store discovery Download Open app Opt-in to push, location Register / key action Purchase, return Share & refer a friend Action Awareness Consideration Preference
  23. 23. 23 @urbanairship #growthhacking Activation: Find Audiences Primed for Action • Use path analysis to find users that are on the threshold to convert
  24. 24. 24 @urbanairship #growthhacking Referral: Find Your Fans & Encourage Sharing Drilldown into users that recently active And find users that also visit frequently
  25. 25. 25 @urbanairship #growthhacking Multiple touch points 6x more valuable. “The more channels that we can engage in with our customers, the better the overall value of the customer.” -Tim McCauley, Senior Director, Mcommerce, Walgreens Source: eMarketer, January 2013 Cross-Promote & Retarget
  26. 26. 26 @urbanairship #growthhacking Cross-Channel Expansion Redbox uses email, SMS, Pinterest and Instagram to connect with engaged (and lapsed!) customers.
  27. 27. 27 @urbanairship #growthhacking Lookalikes • Find highly engaged users in your app Upload into Facebook to find more
  28. 28. 28 @urbanairship #growthhacking When the Love is Gone… Create reengagement campaigns v • Identify users that recently uninstalled • Export a list for an e-mail, or social winback campaign
  29. 29. 29 @urbanairship #growthhacking@urbanairship #growthhacking Mobile Growth Marketing: Key Takeaways & Next Steps
  30. 30. 30 @urbanairship #growthhacking Retain Focus on retention Give to get Build in habit BEST PRACTICE
  31. 31. 31 @urbanairship #growthhacking Start with a hypothesis A/B test Optimize, build on learnings Test BEST PRACTICE
  32. 32. 32 @urbanairship #growthhacking Define segments that move your business Expand your omni-channel reach Recapture users and retarget the right new ones Segment BEST PRACTICE
  33. 33. 33 @urbanairship #growthhacking Q&A Luke, we need a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx! Q & A Want more? Check out the resources in our online Content Library for more best practices and benchmark reports.
  34. 34. 34 @urbanairship #growthhacking | Portland San Francisco London | +1 503 385 3155 | urbanairship.com Thank you!

×