Creating a mobile app is easy. The hard part is making sure it turns into a viable business, not a one-hit wonder. That’s why Localytics is going to give you a sweeping, 360-degree view of what it takes to build a booming mobile business. In this deck, we’ll reveal the four big stages of app growth, and teach you how to succeed during each one.

1. How to turn your app into a mobile growth engine
UNLOCKING
APP SUCCESS

2. MEET YOUR HOST
Annum Munir
@annummunir
Content Marketing Manager
P.S. Check out ourapp marketing blog!
.com/blog

3. #AppAnswers

4. MEET YOUR SPEAKER
Josh Todd
@JoshToddMKT
CMO
Mobile engagement
platform

5. 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

6. THE Reality OF BUILDING A
MOBILE APP BUSINESS

7. Building a successful
mobile app business
is like running in a
marathon …“

8. … and then fighting a
sumo wrestler.
”- Alex Austin,
Branch Metrics

9. EVEN
IF YOU
BEAT
THE OTHER
50,000
APPS IN THE
RACE TO THE
APP STORE …

10. In Round 2, when you’re fighting to
earn and engage users ...
Your new app The other 1.4 million apps
already in Apple’s App Store
Vs.

11. … you will likely be eliminated by
the incumbent professionals.
The existing heavyweight
apps people already love
Vs.
84%
Of people’s time on their smartphones
is spent using just 5 apps
Source: TechCrunch, 2015

12. UNLESS

13. YOU BUILD A
MOBILE
GROWTH
ENGINE

14. WHAT IS A MOBILE Growth
ENGINE?

15. THE MOBILE GROWTH ENGINE
Awareness
Download Engage
Share
(How you get attention)
(How you activate users)
(How you increase virility)
(How you earn users)

16. STAGE ONE: GENERATE
Awareness

17. HOW CAN
YOU GET
PEOPLE TO
NOTICE
YOUR APP?

18. THE MOBILE GROWTH ENGINE
Awareness
Download Engage
Share
Paid campaigns
Blood, sweat, tears
Organic
channels

19. ORGANIC CHANNELS
For Driving Awareness

20. ORGANIC CHANNELS: APP STORE
OPTIMIZATION
Optimize your
app store
listing
Gain visibility
in app store
searches

21. ORGANIC CHANNELS: WEBSITE
Redirect mobile website
traffic to your app

22. ORGANIC CHANNELS: EMAIL
Encourage email
subscribers to download
your app
53%
of emails are opened on a
mobile device.
Source: Litmus, 2015

23. ORGANIC CHANNELS: SOCIAL MEDIA
Promote your app on
social platforms

24. PAID CHANNELS
For Driving Awareness

25. PAID CHANNELS: MOBILE ADS
Work with a mobile
advertising company to place
targeted ads in other apps

26. The 1st stage of the mobile growth
engine is about GENERATING
TRAFFIC to your app store listing.

27. STAGE TWO: MONITOR
Downloads

28. WHICH
AWARENESS
CHANNELS ARE
BRINGING IN THE
USERS?
MOST
VALUABLE

29. THE MOBILE GROWTH ENGINE
Awareness
Download Engage
Share
Gauge success of different
campaigns
Measure user
acquisition

30. HOW TO MEASURE
Paid Downloads

31. NOT
EVERYONE
WHO DOWNLOADS
YOUR APP
WILL BECOME
A USER.

32. Source: Localytics, 2015
Of users only use
an app ONCE.
25%

33. Source: Localytics, 2014
60%The likelihood that an app user who doesn’t
return within 7 days will NEVER COME BACK.

34. PAID CHANNELS: ATTRIBUTION
Use an app analytics platform that partners with major ad
networks to track user acquisition campaigns

35. The 2nd stage of the mobile growth
engine is about MONITORING
both the QUANTITY & QUALITY
OF USERS from each channel.

36. STAGE THREE: ENGAGE
Users

37. HOW
CAN YOU
USERS?
ACTIVATE

38. THE MOBILE GROWTH ENGINE
Awareness
Download Engage
Share
Email
Push & in-app
messages
Remarketing

39. 1. PUSH MESSAGES
For Latent Users

40. 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

41. 2. IN-APP MESSAGES
For Nurturing Users

42. 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

43. 3. REMARKETING
For Retention & Upselling

44. REMARKETING: MOBILE ADS TO
EXISTING USERS
Show current users ads based on
how they’ve previously engaged
with your brand
48% OF USERS
Great for reaching the
who opt out of push notifications.
Source: Localytics, 2014

45. 4. EMAIL
For Building Deeper Relationships

46. 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

47. The 3rd stage of the mobile
growth engine is about
MEANINGFULLY ENGAGING
& RETAINING users.

48. STAGE FOUR: IGNITE
Social Sharing

49. HOW
CAN YOU
SPARK
WORD OF
MOUTH?

50. THE MOBILE GROWTH ENGINE
Awareness
Download Engage
Share
Social activity feedSocial buttons

51. 1. SOCIAL ACTIVITY FEED
For Creating Social Proof

52. SOCIAL SHARING BUTTONS: EASY
SHARING OF IN-APP CONTENT
Include big, clickable, social
sharing buttons in your app
(especially if you have a media
app)
3 HOURS PER DAY
US adults spend more than
on mobile devices.
Source: eMarketer, 2015

53. 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

54. The 4th stage of the mobile
growth engine is about
MOTIVATING LOYAL USERS
TO SHARE your app.

55. HOW TO Turbo-Charge YOUR
MOBILE GROWTH ENGINE

56. TODAY

57. Building a successful
mobile app business
is like running in a
marathon …“

58. … and then fighting a
sumo wrestler.
”- Alex Austin,
Branch Metrics

59. TOMORROW

60. YOU WILL BE ABLE TO
PREDICT AND ANTICIPATE
HIS MOVES.

61. PREDICTIVE APP MARKETING:
THE FUTURE
Awareness
Download Engage
Share
Predict
Machine learning
Predictive insight into
user behavior & auto-
optimization

62. Understand your
app user’s intent
before he or she
acts.

63. Adjust your app
marketing
accordingly to
reduce churn risk
and improve
conversions.

64. Apps Create a New Opportunity
Users demand
better
experiences
Advances in
computing have
made machine
learning more
accessible
Apps generating
massive
amounts of data
AND have
marketing
channels
embedded

65. NEXT STEPS
Further Reading

66. Your App & Your Marketing
Ecosystem
READ NOW

67. #AppAnswers
Q&A