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Consumer Acquisition in the Mobile App World
Lijo Isac
TiE Bangalore – September 30, 2015
Mobile is the Future
The Future is Mobile
Agenda
•Installs•Engagement – Intent & Conversion
Who are you targeting?
Who is your target customer?For
Who is the product for? Indian Online Shopper
WhoWhat is their driving problem?
Finding easy to use site with good deals and best service for the online shopping experience
TheOur product Online Shopping Mall
Is aWhat is our product?
Web-based service which will help to get the best available deals online
ThatWhat does it do to solve the problem? Ease of Use, safe, Best customer Service, Best deals
UnlikeWhat are competitive products and why do they not solve the problem adequately?
Lousy Customer service, Costs are not transparent, Delivery is not prompt
ItHow do we do it?
Innovative use of web, scalable infrastructure, processes and databases..
Installs
App Installs
ASO
Incent Affiliates
TVC
CRM
Offline Promotions
PreEmbedsSocial Media NonIncent
Affiliates
PPC/SEM
Website
Mobile Website
Referrals
Partnerships
App Store Optimisation
Use mweb & Interstitial Pages
Use mweb & inetrstial pages to get to most loyal users of your brand Use Interstitial pages as per the guidelines from Google
Non Google App Stores
App Installation Journey Map
Which App will you install? App 1
App 2
Private Feedback Loop
What matters is Users and not installs
Types of App Users
Active Users Brand Advocates Supporters
Inactive Users Junkies Interested
Lost Users Forgetfuls UnInstalls
Deep Linking
The Challenge doesn’t stop with Installs
61 Apps Per
Mobile Phone
7.1 Apps Used Per
Week
53.9 Apps are unused
Mobile App Engagement Metrics
Mobile App Performance Metrics
Engagement , Intent & Conversion
App Engagement,
Intent & Conversion
Push Notifications
Marketing Automation
Remarketing
InApp Engagement
Deep Linking
Intent Analytics
Action Referrals
Mobile App Marketing Equation
App Marketing – Working with Affiliates
Define Events – Authentication , Engagement , Intent , ConversionDefine KPIs for App Marketing PartnersThink more broadly than event based remarketingCPI should not be the decision criterionDesktop Marketing is different than App Marketing
The problem with spending only money in apps
You are just renting out attention for a moment as a David in the room
Are you marketing early ?Lipstick on the Pig
The timing of marketing is as important
Don’t Chase the Ranks in App Store
CHASE ACTIVE USERS
Make the best app for the usecase before you start marketing
Start marketing the day you start building your app
Attract People Instead of Annoying Them
Focus on Building Marketing Assets that you own
~Mobile website will be as much or much more important than app~
Build a Great App
~~Really Awesome~~
Thank You