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How to turn your app into a mobile growth engine
UNLOCKING
APP SUCCESS
MEET YOUR HOST
Annum Munir
@annummunir
Content Marketing Manager
P.S. Check out ourapp marketing blog!
.com/blog
#AppAnswers
CEO
Alex Austin
@branchmetrics
MEET YOUR SPEAKERS
Josh Todd
@localytics
CMO
Closed-loop app
analytics &
marketing software
Josh Todd
@localytics
CMO
 CEO
Alex Austin
@branchmetrics
Growth-focused,cross-channel mobilelinks
MEET YOUR SPEAKERS
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
THE Reality OF BUILDING A
MOBILE APP BUSINESS
Building a successful
mobile app business
is like running in a
marathon …“
… and then fighting a
sumo wrestler.
”-  Alex Austin, 
Branch Metrics
EVEN
IF YOU
BEAT
THE OTHER
50,000
APPS IN THE
RACE TO THE
APP STORE …
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.
… 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
UNLESS
YOU BUILD A
MOBILE
GROWTH
ENGINE
WHAT IS A MOBILE Growth
ENGINE?
THE MOBILE GROWTH ENGINE
Cyclical process that causes people to
download your app, meaningfully
engage with it, and then 
promote your app.	
  
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
(How you get attention)
(How you engage users)
(How you increase virility)
(How you earn users)
STAGE ONE: GENERATE
Awareness
HOW CAN
YOU GET
PEOPLE TO
NOTICE
YOUR APP?
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Paid & affiliate
campaigns
Blood, sweat, tears
Organic
channels
ORGANIC CHANNELS
For Driving Awareness
ORGANIC CHANNELS: APP STORE
OPTIMIZATION
Optimize your
app store
listing
Gain visibility
in app store
searches
ORGANIC CHANNELS: WEBSITE
Redirect mobile website
traffic to your app
ORGANIC CHANNELS: EMAIL
Encourage email
subscribers to download
your app
53%
of emails are opened on a
mobile device.
Source: Litmus, 2015
ORGANIC CHANNELS: SOCIAL MEDIA
Promote your app on
social platforms
ORGANIC CHANNELS: PR
Earn media coverage by
highlighting how your app
is different
PAID CHANNELS
For Driving Awareness
PAID CHANNELS: MOBILE ADS
Work with a mobile
advertising company to place
targeted ads in other apps
Thanks	
  for	
  joining	
  Aus0n	
  on	
  
TwoDots!	
  Get	
  started	
  with	
  
some	
  extra	
  free	
  Moves	
  &	
  
Bombs	
  on	
  us!	
  
Use a link that stores meta-data from Yummly’s shopping cart
PAID CHANNELS: AFFILIATE
CAMPAIGNS
Share	
  &	
  Get	
  Free	
  Moves!	
  
Call	
  it	
  Quits!	
  
New user is brought to items from Yummly recipe upon first opening Instacart
PAID CHANNELS: AFFILIATE
CAMPAIGNS
The 1st stage of the mobile growth
engine is about GENERATING
TRAFFIC to your app store listing.
STAGE TWO: MONITOR
Downloads
WHICH
AWARENESS
CHANNELS ARE
BRINGING IN THE
USERS?
MOST
VALUABLE
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Gauge success of organic
and paid campaigns
Measure user
acquisition
HOW TO MEASURE
Organic Downloads
ORGANIC CHANNELS: ATTRIBUTION
Replace each link that points to your app with a
uniquely tagged link
HOW TO MEASURE
Paid Downloads
PAID CHANNELS: ATTRIBUTION
Use an app analytics platform that partners with major ad
networks to track user acquisition campaigns
BUT
REMEMBER
NOT
EVERYONE
WHO DOWNLOADS
YOUR APP
WILL BECOME
A USER.
Source: Localytics, 2015
Of users only use
an app ONCE.
25%
Source: Localytics, 2014
60%The likelihood that an app user who doesn’t
return within 7 days will NEVER COME BACK.
The 2nd stage of the mobile growth
engine is about MONITORING
both the QUANTITY & QUALITY
OF USERS from each channel.
STAGE THREE: ACTIVATE
Users
HOW
CAN YOU
USERS?
ENGAGE
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Personalized
onboarding
Email
Push & in-app
messages
Remarketing
1. PERSONALIZED ONBOARDING
For a Socially Relevant Signup Process
PERSONALIZED ONBOARDING:
REFERRAL REWARDS
Offer discounts/freebies to users for inviting friends
Personalized Onboarding 
PERSONALIZED ONBOARDING:
WELCOME SCREEN
Regular Onboarding
78%
Conversion to
signup
Source: Branch Metrics, 2015
2. PUSH MESSAGES
For Latent Users
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
3. IN-APP MESSAGES
For Nurturing Users
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
4. REMARKETING
For Retention & Upselling
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
5. EMAIL
For Building Deeper Relationships
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
The 3rd stage of the mobile
growth engine is about
MEANINGFULLY ENGAGING
& RETAINING users.
STAGE FOUR: IGNITE
Social Sharing
HOW
CAN YOU
SPARK
WORD OF
MOUTH?
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Social activity
feed
Exclusive referral perks
Contextual deep links
1. CONTEXTUAL DEEP LINKS
For App Content Sharing
CONTEXTUAL DEEP LINKS: SEND
CONTENT REFERENCES
Allow users to share links to specific content in an app
2. EXCLUSIVE REFERRAL PERKS
For Triggering VIP Installs
EXCLUSIVE REFERRAL PERKS: PASS
ON SPECIAL TREATMENT
Give existing
members perks to
share exclusively
with friends
3. SOCIAL ACTIVITY FEED
For Creating Social Proof
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
The 4th stage of the mobile
growth engine is about
MOTIVATING LOYAL USERS
TO SHARE your app.
HOW TO Turbo-Charge YOUR
MOBILE GROWTH ENGINE
TODAY
Building a successful
mobile app business
is like running in a
marathon …“
… and then fighting a
sumo wrestler.
”-  Alex Austin, 
Branch Metrics
TOMORROW
YOU WILL BE ABLE TO
PREDICT AND ANTICIPATE
HIS MOVES.
PREDICTIVE APP MARKETING:
THE FUTURE
Awareness
Download Activation
Share
Predict
Machine learning
Predictive insight into
user behavior & auto-
optimization
Understand your
app user’s intent
before he or she
acts.
Adjust your app
marketing
accordingly to
reduce churn risk
and improve
conversions.
NEXT STEPS
Further Reading
THE 2015 APP MARKETING GUIDE
READ NOW
#AppAnswers
Q&A

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