Always Going North

Notes on customer acquisition, growth, and app marketing

Tag: app marketing (Page 1 of 2)

iOS 11 App Store Optimization

The new App Store layout

The iOS 11 App Store is becoming more of an app discovery platform and less a traditional store. The App Store has now a new layout with important changes affecting both the Discovery Pages and the App Store Product Pages. As mobile marketers, we need to be aware of these changes and modify our ASO strategy accordingly and boost visibility in the new App Store.

iOS11 new app store layout

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How to build a successful app referral program

Turn your app users into advocates

A referral is when somebody recommends something to someone else, and a referral program is a deliberate, sustained system of soliciting and encouraging referrals. This system typically involves some sort of incentive structure.

A referral program adds to the virality of your app and gets your potential customers to trust your app as it has been referred by a friend or a colleague. It’s one of the most effective tactics for app growth. After all and according to Nielsen Global Trust Advertising survey (2015), the most credible advertising comes from the people we know and trust.

83% of consumers trust recommendations from friends and family, and 66% trust consumer opinions online

Even unsuccessful referrals have significant marketing value because they introduce a brand or a product into public consciousness.

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Increase user retention and engagement with in-app messaging

An in-app message is any message sent to the user within the app itself. It is a native part of the app experience because it looks and feels like it belongs in the app. This is a good channel for onboarding, tutorials, promoting in-app content, and to communicate with your active users inside your app. However, it’s an underutilized tactic with untapped potential (only 1/3 of apps employ this tactic). The main reasons for the underutilization are that they are considered too similar to mobile ads and the same as in-app chats.

Some brands don’t use in-app messaging because they think their users will perceive them as mobile ads and this will generate a bad user experience. It is important to understand that they are two different things that serve different purposes.

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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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