Always Going North

Notes on customer acquisition, growth, and app marketing

Tag: mobile marketing course

Mobile pricing and monetization. Advanced mobile marketing course

The science behind mobile pricing and monetization

Principles of pricing

Even though pricing is so essential to make a company profitable and drive revenue, it’s a marketing element often overlooked by companies mostly because they think that is something they have no control over, the market is going to define it, or that the competition has already set the price.

Part of the marketing efforts should be directed at designing a pricing strategy that simultaneously creates the consumer’s incentive to buy the product and the firm’s incentive to sell the product.

Tools to help you define a pricing strategy: Value, structure, CLV, price sensitivity, and business’s goals

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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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Guide to mobile app onboarding. Advanced mobile marketing course.

What is onboarding and why is it important?

Onboarding is the process of creating a successful and loyal user by explaining the core value and the basic actions behind your product. It is a progressive process that involves research, testing, and optimization. The first experience a user has with your app determines if he/she is going to use it again or not. The onboarding flow should showcase the app’s most important features and guide users on how to use them. You need to consider new users, inactive users, and existing users as different users need different onboarding flows.

The statistics show that 1 of 4 people abandon an app after a single use. What makes onboarding so crucial to the success of your app is that it will increase retention, and retention is what you need in order to grow your business. If you have bad onboarding your user acquisition efforts go down the drain.

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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:

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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.

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