how to capitalize on the mobile supercomputer in your customer’s pocket
DESCRIPTION
Smx West 2014 Session #Smx #23C - Capturing The Mobile Paid Lead Presentation How To Capitalize On The Mobile Supercomputer In Your Customer’S Pocket By Ben Braverman @Braveben Of UrxTRANSCRIPT
WINNING MOBILECapitalizing on the supercomputer in your customer’s
pocket.
MOBILE ISN’T OPTIONAL
• 34% OF AMERICANS ARE MOBILE ONLY
INTERNET USERS
• 63% OF ADULTS GO ONLINE ON MOBILE
• DESPITE 77% OF USERS SAYING MOBILE IS
TOO SLOW
• GILT GROUP NEARING 50% MOBILE,
$500M/YEAR
APPS ARE THE NEW
WEBBuild your strategy around mobile
GET AN APP
• Build it - Hire someone with a proven track record.
Probably 2 people, 1 Android & 1 iOS.
• Buy it - Branding Brand, MoovWeb, Useablenet,
GPShopper etc.
• In-App Conversion rate > Mobile Web
• US user time spent in App = 4x time in Mobile Web
• Install Strategy
DEEPLINKS• URLs take you to specific pages on a site, deeplinks
do the same for apps
• Home-brew or Open Source frameworks like
Turnpike
• Google App Indexing
• Deeplinks can degrade gracefully
• Social Media, Email Marketing, Paid Marketing
HOW USERS FIND
APPS
APP STORE SEO
• Experiment with different app categories (eg. it’s easier to be #1
in ‘utilities’ than it is in ‘travel’)
• Deeplink your app
• App Title - Multi-word name, include keywords
• Keyword Field - 100 very important words
• Screenshots and App Previews
• The differences between Google Play and iTunes
MOVE DESKTOP/MWEB
USERS INTO YOUR APP• Mobile app users are a captive audience and wealth of
information
• Add install links to your app on every mobile web page
(including landing pages!)
• Send SMS or Google Play Cloud install links from your
desktop site
• Create Additional Value in-app
HIPMUNK’S GROWTH HACK
PAID USER ACQUISITION
• CPM vs. CPC vs. CPI
• Ad networks
• Programatic buying, RTB, Exchanges
• Agencies
• Optimize ARPU/LTV and CPI
PROGRAMATIC BUYING
• Mobile advertising at scale
• Set goals in the most relevant metric
(CPI/CPA/CPC/CPM)
• Advertise and performance track hundreds of
channels simultaneously
• A (mostly) rational marketplace
• Identify valuable channels then buy direct
HOW YOUR INSTALLS
BECOME CUSTOMERS• An installed user isn’t a customer -They’re an
opportunity
• Average user has 80 apps, 60%+ opened between 1-10
times
• Push Notifications
• Paid Engagement
• Personalized Marketing
• Mobile-centric app value
PRODUCT LEVEL
MARKETING
TRACK EVERYTHING
• Device ID - IDFA/Android ID (IDFA controversial)
• Device Fingerprint
• In-App events
• Traffic Sources
• User LTV by acquisition channel
• Deeplink Analytics
• Abide by all app store TOS - Err on the side of caution
CLOSE THE ATTRIBUTION
LOOP
• Conversion Trackers
• Trusted 3rd Party
• Reliably separate organic traffic/purchases
from paid
• Conversion Windows
WINNERS’ TOOLBOX
• Track Everything
• You should be using SDKs/services from each of these categories. Please don’t try to build these
tools in-house:
• Attribution - Hasoffers MAT, Appsflyer, Apsalar
• Analytics - Localytics, MixPanel
• BI - Looker, RJMetrics
• Acquisition - Facebook, Ad Networks, Ad Exchanges
• Engagement - Kahuna, Urban Airship, URX
• 3rd Party Data - Bluekai, Bluecava, Datalogix
• App Store SEO - MobiledevHQ, MOZ
THANK YOU!