acquiring and engaging customers with your mobile app

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Copyright rehabstudio 2016 - Google Confidential Acquiring & Engaging Customers with your Mobile App Kevin McCarthy Google, Inc Mobile Apps Sales & Strategy Lead, Americas [email protected]

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Copyright rehabstudio 2016 - Google Confidential

Acquiring & Engaging Customers with your Mobile App

Kevin McCarthyGoogle, IncMobile Apps Sales & Strategy Lead, [email protected]

What’s the Deal with this Mobile App Stuff Anyway?

Proprietary + Confidential

Open TablePay your restaurant bill without waiting for a check!

NestCome home to a warm house!

FordStart your car from your phone!

Aim for Transformational

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Goals, Metrics & Attribution

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Is your App Delivering the Goods?

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Speed

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Registration

Proprietary + ConfidentialAuthentication

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Form Fill

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Payment

Proprietary + ConfidentialCustomer Support

Pre-Paid Checklist

Proprietary + ConfidentialLeverage Organic ChannelsChannel Yes No Internal

StakeholderNext Steps

Email

In-Store

Call Center

Snail Mail

Website

mSite

ASO

Push

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Driving App Discovery & Engagement

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Discovery and retention are real problems

1.6M Apps

1.5M Apps

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Drive In-App actions that matter

Grow your app through the lifecycle

Understand the discovery landscapeReach more of the

right usersKeep users

coming back

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Reach more of the right users

67%of all app downloads involve a user Search

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Users discover your app in various ways

Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015, Base: Average among those in each vertical who downloaded an app based on ads seen on a smartphone, Google/Ipsos Survey

Q.14 Which of the following types of online advertisements have prompted you to download a/an [. ..] app? Select all that apply.

search ads

banner / graphical ads in apps

banner / graphical ads in websites

video ads

47%

45%

43%

50%

How do consumers really find your apps?

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We’ve got you covered

on seven Google products globally

1B+ users95%

of internet users reached by Google

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Searchingon Google.com

Watchingon YouTube

Engagingwith Apps

Surfingthe Web

Discoveringon Play

In the moments that matter for your business

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Universal App Campaigns make it easy

Ads

Budget

Targeting

Bids

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Drive In-App actions that matter

85%of app revenue comes from the top 17% of users

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Identify the core actions that drive value

Leveraging in-store features (e.g. Redeem an offer, mobile pay, etc)

Making a purchaseLooking up a store location

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Keep userscoming back

3%of all Android & iOS apps had active users at the end of 30 days

Only

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Identify the existing users you want to engage

Users who lapse after 30 days

Users who search for something you offer

Power users

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Drive targeted action

User searches for a product you offer

Drive them into your app to take action

Copyright rehabstudio 2016 - Google Confidential

Thanks

Kevin McCarthyGoogle, IncMobile Apps Sales & Strategy Lead, [email protected]

Copyright rehabstudio 2016 - Google Confidential

Resources

● The Mobile Playbook● Secrets to App Success on Play ● Retail Mobile Apps best practices● mSites Research● Think Multiscreen● Our Mobile Planet● Mobile In-Store Research (Retail)● Think Performance (Retail)