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