1. The document discusses how to build a successful mobile growth engine by turning an app into a cyclical process that drives awareness, downloads, activation, and sharing.
2. It outlines the four stages of a mobile growth engine: generating awareness through paid and organic channels, monitoring downloads and engagement, meaningfully engaging and retaining users through onboarding, push/email messages, and remarketing, and igniting social sharing.
3. It suggests that future predictive app marketing can help understand user intent and automatically optimize the growth engine process.
6. 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
11. 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.
12. … 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
16. THE MOBILE GROWTH ENGINE
Cyclical process that causes people to
download your app, meaningfully
engage with it, and then
promote your app.
17. THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
(How you get attention)
(How you engage users)
(How you increase virility)
(How you earn users)
28. PAID CHANNELS: MOBILE ADS
Work with a mobile
advertising company to place
targeted ads in other apps
29. 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
30. Share
&
Get
Free
Moves!
Call
it
Quits!
New user is brought to items from Yummly recipe upon first opening Instacart
PAID CHANNELS: AFFILIATE
CAMPAIGNS
31. The 1st stage of the mobile growth
engine is about GENERATING
TRAFFIC to your app store listing.
51. 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
53. 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
55. 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
57. 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
58. The 3rd stage of the mobile
growth engine is about
MEANINGFULLY ENGAGING
& RETAINING users.
67. 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
68. The 4th stage of the mobile
growth engine is about
MOTIVATING LOYAL USERS
TO SHARE your app.