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Developing a product marketing strategy for mobile apps

Developing a product marketing strategy for mobile apps



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  3. Dinosaur Dog Costume

  4. Real Flower Bracelet

  5. Men's Sloth Shirt

  6. Oversized foosball table

  7. • Born on Halloween • Raised in Paris • Live

    in Brooklyn • Previously Amazon and Zendesk • Now: Product Marketing @ Etsy
  8. Seller Studio: Gender Gems

  9. Seller Studio: Mirlande

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  11. 1. Shopping journeys are complex 2. Most Etsy buyers are

    on mobile 3. Native = a better shopping experience 4. Apps make it easier to stay top of mind
  12. The shopping journey is getting more and more complex. You

    can’t focus exclusively on desktop or the app.
  13. Most Etsy buyers are on mobile. 58% of Etsy GMS

    is done on a mobile device such as a tablet or a smartphone.
  14. Apps can provide a better shopping experience.

  15. Once users have installed your app, it’s easier to stay

    top of mind.
  16. desktop Mobile web app

  17. ➔ Drive incremental downloads ➔ Keep app users engaged

  18. 1. Build the right infrastructure 2. Prioritize based on impact

    3. Identify the right users for the app 4. Find the right moment for app promotion
  19. Build good product and analytics infrastructure.

  20. You need impact with numbers you trust before you can

    justify any investment in growth.
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  24. Understand the value of an app user.

  25. ➔ Understand what incremental value you get from a user

    who downloaded the app (vs. a similar user who didn’t) to understand your ROI. ➔ Understand what incremental value you get based on different acquisition channels (organic vs. paid).
  26. Understand who your users are, and how to reach them.

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  28. People use the app (compared to other platforms) for a

    lot more than buying.
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  30. This is a daily ritual for me, as a bride

    planning her wedding.” “I was on my long commute.
  31. Mobile apps are not for everyone.

  32. 87% of people say they can be loyal to a

    brand without having its app on their phone. 53% of smartphone users say they do not have their favorite brand’s app installed on their phone.
  33. First, let’s get the Etsy app top of mind.

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  38. Second, let’s optimize our app store pages to maximize downloads.

  39. 1. Update your app store assets regularly 2. Optimize your

    app store presence 3. Add a (good) promotional video 4. Manage reviews and user feedback 5. Nurture relationships w/ Apple & Google
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  43. Third, let’s get users back in the app.

  44. On average, mobile apps lose 77% of their DAUs within

    the first 3 days after install. In the next 30 days, that number jumps to 90%.
  45. Push notifications are a privilege.

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  47. Don’t make a deal the only reason why users would

    download your app.
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