In 2017, three quarters of Internet connections will be made through a mobile device, if we are to believe the results of a recent study by Publicis Media.
Faced with this widespread use of mobile, many professionals are wondering about the best way to react. Should you develop your own mobile application, knowing that the three most used applications (Facebook, Chrome, Youtube-WhatsApp) concentrate 80% of the time spent on mobile? How can you tell the difference between the 2 million applications available on the App Store and the 2.2 million applications in the PlayStore?
In their presentation “The 2016 Mobile Growth Handbook», Rish Gupta and Mada Seghete from the company Branch, specialized in mobile marketing, deliver a compilation of 45 tips from mobile specialists to develop its mobile user base.
By way of introduction, the two experts recall Dave McClure’s virtuous growth model, the AARRR (for Acquisition, Activation, Retention, Referral, and finally Revenues).
- How to successfully launch its mobile application, to avoid seeing it die after six months? The two marketers explain how to make sure you have a user base interested in the application, even before its official launch.
- How to make mobile users want to use the application once it is installed? The authors of the presentation advise not to underestimate the importance of the on-app sign-up process to building engagement.
- How to retain users? Everything is played in the first 3 days following the launch of an application, if we are to believe Branch, which specifies how to profit from it.
- And finally, how do you create virality? Beyond referral systems, which create an artificial virality, mobile marketing experts advise promoting word of mouth to gain new users.
Note, the authors of the presentation deliberately focused their presentation on the first four elements of the virtuous circle, leaving aside the last item, income.