Growth Hacking Mobile
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If you invest in growth before you have retention, you’re renting users, not acquiring them. Alyssa Meritt, Head of Strategic Services delivered these mobile growth strategies at Apps World Germany 2016. Alyssa shared with the audience, five tactics growth hackers use to generate sustainable results in mobile: >Planning for retention >Building in relevance to the mobile experience >Rapid campaign iteration >Always be optimizing >Leveraging mobile data for smart acquisition To find out more, please visit urbanairship.com or call us at +1 (855) 385-3155, or +44 (0)300 303 8796.
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Growth Hacking Mobile
- 1. 1 Growth Hacking Mobile Start the conversation @urbanairship #growthhacker #appsworld
- 2. 2 Alyssa Meritt Head of Strategic Consulting #growthhacker #appsworld
- 3. 33 © Urban Airship. Confidential. Do Not Distribute. A “growth hacker” is a person whose true north is growth. - Sean Ellis #growthhacker #appsworld
- 4. 4 Marketing: Traditional vs Growth COMMAND & CONTROL AGILE Mobile: Viewed as a channel Mobile: The go-to-market strategy Focus: Selling products Focus: Experience & retention Customer: Target Customer: Advocate Messaging: 1 to many broadcast Messaging: 1:1 at scale Data: Report on campaigns Data: Grow the business APIs: Create possibilitiesAPIs: Seen as barrier Testing: Optimise creative Testing: Delight customers vs
- 5. 5 How Can You Growth Hack Mobile? #growthhacker #appsworld
- 6. 6 Your Mobile App is a Product Product Growth Core *Product-Growth model from Annabelle Satterfield #growthhacker #appsworld value
- 7. 7 Develop a Two-Sided Benefit USERBRAND • Reach, engage & retain customers • Generate repeat business • Gain user insight • Reduce cost • Operational efficiency • Easy & convenient • Save money • Save time • Have fun! • Security • Better deals • Be reminded #growthhacker #appsworld
- 8. 8 If you invest in growth before you have retention, you’re renting users, not acquiring them. #growthhacker #appsworld
- 10. 10 Data is only as valuable as the action that comes out of it. #growthhacker #appsworld
- 11. 11 Multiple touch points 6x more valuable The more channels that we can engage in with our customers, the better the overall value of the customer. -Tim McCauley, Senior Director, Mcommerce, Walgreens Cross-Promote & Retarget #growthhacker #appsworld
- 12. 12 Cross-Channel Expansion Redbox uses email, SMS, Pinterest and Instagram to connect with engaged (and lapsed!) customers. #growthhacker #appsworld
- 13. 13 Cross-Channel Acquisition (and Retention!) Convenient, ubiquitous distribution • Email • SMS • Social • Web Pages • Mobile Pages • Banner Ads • QR Codes • API #growthhacker #appsworld
- 14. 1414 © Urban Airship. Confidential. Do Not Distribute. Steps to Growth Hacking Mobile #growthhacker #appsworld
- 15. 1515 © Urban Airship. Confidential. Do Not Distribute. The right team. A shared focus. #growthhacker #appsworld
- 16. 1616 © Urban Airship. Confidential. Do Not Distribute. Give to get. #growthhacker #appsworld
- 17. 1717 © Urban Airship. Confidential. Do Not Distribute. Retention supports growth. #growthhacker #appsworld
- 18. 1818 © Urban Airship. Confidential. Do Not Distribute. Track. Optimise. Iterate. #growthhacker #appsworld
- 19. 1919 © Urban Airship. Confidential. Do Not Distribute. Omni-channel impact. #growthhacker #appsworld
- 21. 21 | Portland San Francisco London | +44 (0)300 303 8796 | urbanairship.com Visit us at stand #126
Editor's Notes
- Cross promote and retarget (Connect) Mobile is a unique channel. What is your strategy to increase audience touchpoints? Viral user growth Cross channel protects your investment
- What is growth hacking? Coined by a guy named Sean Ellis. Successful in building the user base of new startups Everything is scrutinized through the lens of growth Low cost, quick testing and optimization, data driven, creative. Examples: AirBnB, LinkedIn
- Traditional marketing is being disrupted by Growth marketer. It is a shift in strategy. Moving business growth from solely marketing to a broader skillset What started out as a trend for the most advanced mobile focused brands like Uber is now making its way into other companies…. It points to the need to change – to be more customer and growth focused…. http://brandchannel.com/2015/10/16/ana-2015-masters-marketing-101615/ http://www.mckinseyonmarketingandsales.com/the-marketer-strikes-back
- This is a new way approach- think tactically and strategically. TACTICALLY Align on growth. Respond and measure, block and tackle with retaining users and creating a great user experience Elevate the data discussion to omnichannel as you do this, using tactical strides to power investment. STRATEGICALLY Open omnichannel- best in breed, identify what moves the business.
- Your mobile app is a product Use an agile, cross functional team: Marketing, Product, Technology Identify audience needs, market opportunity features that support those needs Work from a focus on growth (Engage, Wallet)
- Best messaging and experiences benefit the brand and the user Examples: Digital wallet boarding passes are efficient and low cost to airlines. For the user, they are easy, convenient and save time. Starbuck’s mobile app is a loyalty and payment device for the brand, but is a lifestyle experience for the user, making payment easy, and exposing them to new apps, music and discounts. These benefits engage new users. A retention plan keeps them.
- Have a retention plan. Retention is about value. As your relationship grows, so does the data you have on a user. -Content personalized to user preferences, needs and/or location. -Better functionality to reduce the need to use multiple apps. -The ability to seamlessly connect and anticipate online and real world experiences. We support retention through the use of tags to identify user preference as well as user behavior. This can be used in marketing automation to welcome new users or re-engage lapsed ones.
- Fandango planned for the possibility of lapsed users by asking for interests when users were most engaged- upon the first open of their app.
- Use data and APIs to track, test (Insight) KPIs are performance indicators- what indicates that your business is growing? We look at custom events within the mobile expereince- actions that show user intent. What are your best customers doing? What preceded a drop off? Track and optimize, iterate Do you do A/B testing on your messaging? Do you have a tool to investigate different segments? Once you identify your best audience These insights can be used in Facebook lookalike campaigns
- Cross promote and retarget (Connect) Mobile is a unique channel. What is your strategy to increase audience touchpoints? Viral user growth Cross channel protects your investment
- Redbox, Digital Wallet
- So- here are my five recommendations on how to growth hack mobile.
- Support your mobile product. It is the front door to your brand. Assemble the right team to support your mobile product. Share a focus on growth This includes your internal, agile, cross functional team as well as vendor partners or a sounding board or other people in similar roles. Great ideas can come from anywhere.
- Give something for what you get. There’s a new expectation of a value exchange between brands and users. Craft messaging and product with built in utility What is the network effect- the value that other users bring to your experience?
- Retention supports growth Retain the users you’ve already invested in by having an activation strategy Identify points of intent and use marketing automation to respond
- Track, Optimize, Iterate Define KPIs tied to the actions you are seeking: do you have content worth sharing that is aiding in organic growth? The landscape is constantly shifting, so take time to iterate on new ideas as well.
- Marketing is no longer linear. Expand your surface area and the touchpoints you can impact through user insights, cross promotion and retargeting.