Reimagine Growth 2: Customer Acquisition (NAM Version)
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Presenting our growth series to discover how top leaders in Google, Branch, CleverTap, and GrowthX are reimagining acquisition, engagement, and retention for today and beyond. Customer Acquisition Key learnings: -Discover the top acquisition channels that are driving real growth right now. -Find out where successful growth leaders are investing acquisition resources for optimal ROI.
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Reimagine Growth 2: Customer Acquisition (NAM Version)
- 1. Learn the Growth Secrets Driving Success for Today’s Winning Brands
- 3. The top acquisition channels that are driving real growth right You’ll learn about… Where successful growth leaders are investing acquisition resources for optimal ROI
- 4. Simon Baptist Director, Business Development, EMEA Lomit Patel Vice President of Growth Bestselling author of Lean AI
- 5. Top Acquisition Strategies Driving Growth in 2020
- 6. Agenda ● Introduction ● An overview of trends in the market ● Top paid acquisition channels in 2020 ● Organic acquisition channels in 2020 ● Content & flow for your acquisition ● Actionable Steps ● Q&A
- 7. Over 50,000 of the world's top apps run Branch throughout their marketing stack The Mobile Growth Platform $ 330M 12 400+ Branch Stats
- 8. Our Mission Seamless user experiences and measurement across all platforms and channels. As simple as the web used to be.
- 9. Branch is the center of your mobile tech stack Data Warehouse
- 10. 2020: A Year of Change
- 12. Acquisition is an Infinite Game
- 13. How many Paid channels are the top apps using for Acquisition?
- 14. How many Paid channels are the top apps using? Top Brands Growth Brands Channels on an average used with more than 5% contribution per channel acquisition Insights based on 200Mn Acquisitions across APAC Channels on an average used with more than 5% contribution per channel acquisition 4-6 8-10
- 15. Dominant Channels Insights based on 200Mn Acquisitions across APAC
- 16. How many organic channels are the top apps using for Acquisition?
- 17. How many organic channels are the top apps using? Top Brands Growth Brands 3-4 Channels on an average Insights based on 200Mn Acquisitions across APAC Channels on an average 4-6 3-4
- 18. Which are these organic channels? Insights based on 200Mn Acquisitions across APAC
- 20. Leverage Web to App Conversions
- 21. Use banners to bring customers to your app Targeting traffic from high-volume referral sources Welcome message for a new visitor Customized message for a referral Stronger messaging for repeat visitors Basic top banner (works on AMP too!)
- 22. HiPages User is displayed a full page interstitial on the mWeb to download the app User is then taken to the app store to download the app
- 23. More advanced banners lead to improved results
- 24. TripActions | Desktop → App
- 25. Optus | Desktop → App Optus created a custom desktop landing page with a TMTA feature.
- 26. Singlife | O2O with QR Codes
- 27. From a single starting point, users should be able to leap straight into pertinent content and experiences. App to App Sharing
- 30. Shopback | Customised onboarding for Referrals
- 31. Fix broken user flows Director of Product Management, Mobile Apps, Walgreens
- 32. Rethinking SEO ● Users who perform a search query already show high intent and interest ● Merely guessing which keywords to include in your app in order to rank on mobile is no longer enough ● Rather, come up with topics based on user intent and use it down the funnel
- 33. Rethinking SEO Google: “fennel” Health Benefits, Recipes, Seeds
- 34. ASO: It’s Not Just About Keywords ● 65% of users download apps as a result of searching in the app store ● The traffic that search delivers is still important ● ASO strategy is now more important than ever before; and it doesn’t only refer to keywords, it also entails optimizing visual assets, doing proper localization, and updating your app page for holiday seasons or special events
- 35. Demonstrate value at every step ● Choose screenshots that clearly communicate the purpose of your app, and that show user accomplishments and moments of delight
- 36. Create a Connected Experience
- 37. Lean AI The Secret to App Growth
- 38. Got Budget? Still always a challenge to spend it efficiently.
- 39. Breaking through the Clutter UA continues to get harder everyday with more people tuning out ads.
- 40. Old Way Spray and Pray (Garbage in = Garbage out)
- 41. New Way Good customer data with better attribution Leverage Google, Facebook and other platforms AI capabilities
- 42. Smart Way AI and Data in real time with an intelligent machine Holistic view on the channel mix
- 43. The world is virtual. The feels are real. • Over 7 million people each month • Top 3 Grossing Social App • An average of 55 minutes per day
- 44. Intelligent Machine Inputs • Bids • Budgets • Creative • Goals • Strategy AI & ML Outputs • Goals Met • Audience Insights • Creative Insights Opportunity to automate “key levers” + volume of “experiments”
- 45. IMVU: Intelligent Machine Inputs AI & ML Outputs Leveraging AI capabilities’ split tests key variables across audiences and channels AI ML Artificial Intelligence Machine Learning Intelligently (& rapidly) testing bids, budgets, creative variants Learns the audience demographic & uncovers new opportunities: “creative that finds people.”
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- 47. Intelligent Machine Outcome Inputs Finding a higher gear Old Way New Way Smart Way (AI) ROAS CAC CAC ROAS 3x
- 48. The Future Is the Lean AI