Notes on customer acquisition, growth, and app marketing

Author: O. Sentrec Page 3 of 6

User acquisition campaigns. Advanced mobile marketing course

Lessons on user acquisition from Morgan Brown

If you want to grow your app you need to design an effective distribution plan not only for your app but also for your content. To do that you need to understand your customer’s behavior, the economics of what you should spend to acquire new users, and do experiments that help you determine which acquisition channel works best for your product/service.

Customer behavior determines user acquisition strategy

The first thing you need to do is understand user behavior to know which channels you’ll need to explore when it comes to acquiring customers. Your customer behavior will determine your strategy. Some examples of this:

Foundations of a cross-platform marketing strategy. Advanced mobile marketing course.

What is cross-platform marketing and why is important?

Cross-platform marketing ensures that your marketing campaigns work across all devices and channels, including mobile devices, tablets, desktop, apps, mobile web, OS’s, and more.

The core elements of an integrated strategy are the structure of the team, the KPIs you measure and the technology stack you use.

Lessons from the App Promotion Summit NYC 2017. Part III

Lessons from Trademob

Increase ROI from retargeting

A lot of companies use retargeting as part of their growth strategy. Installs is not longer the only metric to look at. In order to grow, we need to build a good relationship with our users. So what we want to do and what retargeting allows us to do is to move from installs to users to customers to regular customers.

There are three things you need before starting with retargeting:

  1. A tracking partner to measure every single event that happens in your app.
  2. Deep linking
  3. Volume of users. The threshold is around one million active users monthly.

Once you have those three things, consider the following:

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.

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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