Developing a product marketing strategy for mobile apps

Transcript

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3. Dinosaur Dog Costume
   

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4. Real Flower Bracelet
   

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5. Men's Sloth Shirt
   

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6. Oversized foosball table
   

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7. • Born on Halloween
   • Raised in Paris
   • Live in Brooklyn
   • Previously Amazon and Zendesk
   • Now: Product Marketing @ Etsy
   

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8. Seller Studio:
   Gender Gems
   

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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
    

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12. The shopping journey is getting
    more and more complex.
    You can’t focus exclusively on
    desktop or the app.
    

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13. Most Etsy buyers are on mobile.
    58% of Etsy GMS is done on a mobile
    device such as a tablet or a
    smartphone.
    

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14. Apps can provide a better shopping
    experience.
    

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

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16. desktop Mobile web app
    

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17. ➔ Drive incremental downloads
    ➔ Keep app users engaged
    

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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
    

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19. Build good product and analytics
    infrastructure.
    

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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.
    

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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).
    

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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.
    

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31. Mobile apps are
    not for everyone.
    

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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.
    

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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.
    

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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.
    

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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%.
    

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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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