Always Going North

Notes on customer acquisition, growth, and app marketing

Lessons from the App Promotion Summit NYC 2017. Part II

Lessons from Starwood Hotels & Resorts

Growing the SPG app in 100 countries

Tip 1. Meet users on their preferred platform

China is an important market for the SPG app. Over 20% of their bookings and revenues come from the Chinese market. One of the platforms they considered from the beginning was WeChat since it has 750 million monthly active users in China alone.

They built out and highlighted features that they knew were really important for that audience and that target market. For example, they know their food and beverage loyalty program is super popular in China, and they have seen great engagement with this feature on the WeChat platform.

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Lessons from the App Promotion Summit NYC 2017. Part I

Lessons from Jet.com

How to track, measure and analyze

Before launching a new app or a new marketing campaign, it is important to have all the right tracking in place to measure performance.

Start by figuring out how all your tools will work together since the mobile industry is actually quite fragmented. There are a lot of tools that work only for mobile app but don’t work across platforms (app and web). You can end up with fragmented data.  Think about your data infrastructure.

Make it easy for your team to access the data they need when they need it. Define clearly the metrics that matter most to your business. It must be easy to pull metrics and insights to evaluate performance. The metrics should be actionable.

Before starting with pay per install campaigns, take advantage of the free stuff. Some organic channels to consider:

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How to increase your app’s visibility – Part II

Part I of How to increase your app’s visibility was all about the importance of having a good ASO strategy for your app. Part II presents other options we have to gain more visibility for our app. All of them work much much better if we have a good ASO strategy in place.

Search Ads

Apple Search Ads

Apple launched app-store Search Ads in October 2016. Right now they are only available in the US, UK, Australia and New Zealand. According to Apple, on average, Search Ads have a conversion rate greater than 50 percent, and the average user acquisition costs are $1 or less. However, the CPI vary widely by geography and app category.

The beginning of a new campaign is critical because early performance determines how often your ad will be shown in the future. If Apple decides your ad is not interesting enough, your ad will be displayed less. In order to succeed with Search Ads, you need to have a strong ASO strategy in place.

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How to increase your app’s visibility – Part I ASO

According to Google’s research “Mobile App Marketing Insights: How Consumers Really Find and Use Your App” (2015), apps are often discovered outside the app store. The main sources of awareness of smartphone apps are the following:

52% friends, family, and colleagues
40% browse the app store
27% search engines
24% company website
22% TV

Since 40% of users discover apps browsing the app store, it is important to gain visibility in the app stores. The perfect way to achieve that is with ASO (App Store Optimization). ASO consists basically of improving the visibility of your app in an app store by getting higher ranks in the app store’s search results.

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Using deep linking to boost app growth

Deep-linking is the ability to link in-app content from somewhere outside the app. A deeplink functions like a traditional hyperlink on a webpage. For mobile apps, there are a number of factors that make deep-linking difficult, like platform linking standards, app stores, and multiple device types and versions.

Some benefits of deep-linking:

  • Deep-linking can be used to index app content.
  • It can be used to reduce cost per install (CPI) by advertising content rather than the app itself.
  • It allows app developers and marketers to bring users directly into a very specific location within the app with a dedicated link.
  • It can automatically detect the native experience and redirect users accordingly.
  • Creates a better native search.
  • It drives app conversion and organic growth channels.
  • Creates a better UX.

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