Key Learnings From the 2017 Mobile Growth Summit in San Francisco
February 9, 2017
The Mobile Growth Summit in San Francisco last week was a monsoon of data about every possible angle of acquiring, growing, maintaining and generating revenue from a mobility perspective. Many different industries were represented and some of the most interactive and engaging discussions came out of the “panel” discussions. One which I found extremely profound was regarding how to re-engage your lapsed users.
Now, that might not sound like a riveting topic, but the four panelists each had a unique perspective on methods to get users to reconnect, engage and become “active” users again. Here were some of the techniques they advised:
✓ Segment lapsed users by time: 7 days, 14 days, 1 month, Inactive (these were suggested guidelines, and each company had different time parameters)
✓ Utilize device push notifications and campaigns to get the user active again. These push notifications also had segmentation within them. Here are some examples:
✓ Location: Atlanta-specific — ex: a new trading card released for a rookie player signed by the Atlanta Braves.
✓ Personalized: push a notification about a new song release that is similar to the user’s defined music preferences.
✓ Convenience: a map company set up a campaign to add a home or work address to the app preferences to minimize steps and create the ability to quickly estimate time and best routes for your commute.
A key takeaway from the panel was properly defining the internal metric for the outcome they wished to achieve with the campaign, for example: increased revenue, usage, social engagement, or market leverage to acquire new users.
One major titanic mobility shift that I think is worth mentioning – Instant Apps. While this is still in an evolutionary state, I foresee this starting to gain traction. Here is a description on Google’s Android developer website – “Android Instant Apps enables Android apps to run instantly, without requiring installation.” More information can be found here, and be sure to check out the FAQ link on the left side of the page.
Overall, the Mobile Growth Summit was like trying to properly parse a big data set into a well-defined mobile strategy and action plan. I can say without hesitation that it was an intensely intellectually-driven conference. If you are directly or indirectly tied to a mobility solution, I would highly recommend attending next year’s Summit.
– Jeff Gigoux, VP – Digital Sales