Always Going North

Notes on customer acquisition, growth, and app marketing

Category: Growth (Page 1 of 2)

How to increase user engagement. Advanced mobile marketing course.

What is engagement and why it’s important

Engagement is the process of actively building, nurturing, and managing relationships with customers. It’s important because it increases retention, and retention is the first step for growth.

Engagement can mean different things based on the function of the app and the type of user. It is important to segment our users to help us understand how they are engaging with our app. Every user is different and different mediums lead to different levels of engagement. For example, if you have a mobile website and also a mobile app, you’ll see that the engagement varies from one to the other. Studies and research show that most of the time people spend on mobile is spent on apps. The average time spend in mobile web is 19 minutes per day and the average time spent in an app is 1.9 hours per day.

Even though time spent in apps dominates mobile usage we need to remember that 25% of all apps are used just once before being discarded.

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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:

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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 evaluate customer loyalty with the Net Promoter Score (NPS)?

What is the Net Promoter Score?

Net Promoter Score is an index that measures customer happiness. A lot of companies use it also as an indicator of growth. The primary purpose of the NPS is to evaluate customer loyalty to a brand or company and to gather actionable customer feedback.

The NPS is calculated based on responses to a single question:

On a scale of 0-10, How likely is it that you would recommend our company/product/service to a friend or colleague?

People who respond 9 t0 10 are called Promoters
People who respond 7 to 8 are called Passives
People who respond 0 to 6 are called Detractors

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