1. The document discusses how to build a successful mobile growth engine by turning an app into a cyclical process that drives awareness, downloads, activation, and sharing.
2. It outlines the four stages of a mobile growth engine: generating awareness through paid and organic channels, monitoring downloads and engagement, meaningfully engaging and retaining users through onboarding, push/email messages, and remarketing, and igniting social sharing.
3. It suggests that future predictive app marketing can help understand user intent and automatically optimize the growth engine process.
6. 1.⯠The Reality of Building a Successful
Mobile Business
2.⯠What is a Mobile Growth Engine?
3.⯠How to Turbo-Charge the Mobile Engine
4.⯠Next Steps and Q&A
AGENDA
Stage 1: Awareness
Stage 2: Download
Stage 3: Activation
Stage 4: Share
11. In Round 2, when youâre fighting to
earn and engage users ...
Your new app The other 1.4 million apps
already in Appleâs App Store
Vs.
12. ⊠you will likely be eliminated by
the incumbent professionals.
The existing heavyweight
apps people already love
Vs.
84%
Of peopleâs time on their smartphones
is spent using just 5 apps
Source: TechCrunch, 2015
16. THE MOBILE GROWTH ENGINE
Cyclical process that causes people to
download your app, meaningfully
engage with it, and then
promote your app.
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17. THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
(How you get attention)
(How you engage users)
(How you increase virility)
(How you earn users)
28. PAID CHANNELS: MOBILE ADS
Work with a mobile
advertising company to place
targeted ads in other apps
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Use a link that stores meta-data from Yummlyâs shopping cart
PAID CHANNELS: AFFILIATE
CAMPAIGNS
30. Share
 &
 Get
 Free
 Moves!
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Call
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 Quits!
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New user is brought to items from Yummly recipe upon ïŹrst opening Instacart
PAID CHANNELS: AFFILIATE
CAMPAIGNS
31. The 1st stage of the mobile growth
engine is about GENERATING
TRAFFIC to your app store listing.
51. PUSH MESSAGES: TO HOMESCREEN
Motivate inactive users to return to
your app with targeted, carefully
timed, and well-written copy
88% MORE
Users with push enabled have
app launches.
Source: Localytics, 2014
53. IN-APP MESSAGES: DRIVE
CONVERSIONS
Move users further along funnels to
ultimate in-app action with
beautiful, branded, in-app creatives
4X HIGHER
In-app messages presented
based on an event have
conversion rates.
Source: Localytics, 2015
55. REMARKETING: MOBILE ADS TO
EXISTING USERS
Show current users ads based on
how theyâve previously engaged
with your brand
48% OF USERS
Great for reaching the
who opt out of push notifications.
Source: Localytics, 2014
57. EMAIL: CROSS CHANNEL MARKETING
Treat users with richer, longer
form content that is dynamic,
carefully scheduled, and contains
relevant calls-to-action
4,300%.
Email marketing has an ROI of
Source: Copyblogger, 2014
58. The 3rd stage of the mobile
growth engine is about
MEANINGFULLY ENGAGING
& RETAINING users.
67. SOCIAL ACTIVITY FEED: A PLACE TO
SHARE APP USE
Encourage users to share in-app
activities and accomplishments to
inspire and compete with their
friends
68. The 4th stage of the mobile
growth engine is about
MOTIVATING LOYAL USERS
TO SHARE your app.