1

Growth Hacking Mobile

Start the conversation @urbanairship #growthhacker #appsworld

2

Alyssa MerittHead of Strategic Consulting

#growthhacker #appsworld

33 © Urban Airship. Confidential. Do Not Distribute.

A “growth hacker” is a person whose true north is growth.- Sean Ellis

#growthhacker #appsworld

4

Marketing: Traditional vs Growth

COMMAND & CONTROL AGILE

Mobile: Viewed as a channel

Mobile: The go-to-market strategy

Focus: Selling products

Focus: Experience & retention

Customer: Target Customer: Advocate

Messaging: 1 to many broadcast

Messaging: 1:1 at scale

Data: Report on campaigns

Data: Grow the business

APIs: Create possibilities

APIs: Seen as barrier

Testing: Optimise creative Testing: Delight customers

vs

5

How Can You Growth Hack Mobile?

#growthhacker #appsworld

6

Your Mobile App is a Product

 

Product

Growth

Core

*Product-Growth model from Annabelle Satterfield #growthhacker #appsworld

value

7

Develop a Two-Sided Benefit

USERBRAND• Reach, engage & retain

customers• Generate repeat

business• Gain user insight• Reduce cost• Operational efficiency

• Easy & convenient• Save money• Save time• Have fun!• Security• Better deals• Be reminded

#growthhacker #appsworld

8

If you invest in growth before you have retention, you’re renting users, not acquiring them.

#growthhacker #appsworld

9

Plan for Retention

10

Data is only as valuable as the action that comes out of it.

#growthhacker #appsworld

11

Multiple touch points 6x more valuable

The more channels that we can engage in with our customers, the better the overall value of the customer.-Tim McCauley, Senior Director, Mcommerce, Walgreens

Cross-Promote & Retarget

#growthhacker #appsworld

12

Cross-Channel Expansion

Redbox uses email, SMS, Pinterest and Instagram to connect with engaged (and lapsed!) customers.

#growthhacker #appsworld

13

Cross-Channel Acquisition (and Retention!)

Convenient, ubiquitous distribution

• Email

• SMS

• Social

• Web Pages

• Mobile Pages

• Banner Ads

• QR Codes

• API

#growthhacker #appsworld

1414 © Urban Airship. Confidential. Do Not Distribute.

Steps to Growth Hacking Mobile

#growthhacker #appsworld

1515 © Urban Airship. Confidential. Do Not Distribute.

The right team.A shared focus.

#growthhacker #appsworld

1616 © Urban Airship. Confidential. Do Not Distribute.

Give to get.

#growthhacker #appsworld

1717 © Urban Airship. Confidential. Do Not Distribute.

Retention supports growth.

#growthhacker #appsworld

1818 © Urban Airship. Confidential. Do Not Distribute.

Track.Optimise.Iterate.

#growthhacker #appsworld

1919 © Urban Airship. Confidential. Do Not Distribute.

Omni-channel impact.

#growthhacker #appsworld

20

Q&AContinue the conversation @urbanairship

#growthhacker

#appsworld

21

| Portland San Francisco London | +44 (0)300 303 8796 | urbanairship.com

Visit us at stand #126