Branch-2020年移动增长手册（英文）-2020.8-136页_26mb

Mobile Growth in the Age of COVID-19

Core Content Overview

This document provides an in-depth look at the state of mobile growth in 2020, particularly in the context of the global impact of the COVID-19 pandemic. It outlines key trends, challenges, and strategies that marketing teams should consider to effectively engage, retain, and acquire users in a rapidly evolving mobile ecosystem.

Major Trends

• Increased App Usage: Due to the pandemic, users are spending more time in apps, especially in entertainment, social video, and gaming. Some brands reported a 20% increase in in-app time and over $23 billion in app store spending during Q1 2020.

• Shift in Acquisition Patterns: Fewer users are downloading apps from ads. Instead, users are proactively adopting apps for new behaviors, which means marketers need to focus on alternative acquisition channels and measure them effectively.

• Walled Gardens Strengthen: Platforms like Facebook, Google, and ByteDance are growing stronger, limiting access to user data and making cross-platform measurement difficult. Brands need to adopt mobile attribution solutions that can work in an IDFA-less world.

• Fragmentation of the Mobile Ecosystem: With the rise of new connected devices (e.g., Smart TVs, Smart Fridges), the mobile landscape is becoming more fragmented. Brands must now consider multiple platforms and app stores in their growth strategy.

• Privacy Focus: Enhanced privacy regulations, such as Apple's opt-in IDFA and Google's third-party cookie phase-out, are making accurate user measurement more challenging. Brands should prioritize user experience over tracking.

• App Discovery Challenges: Users tend to stick to their top 3 apps, and app discovery is becoming more difficult in a crowded marketplace. Brands must find innovative ways to make their apps visible and engaging.

• Digital Transformation: Apps are a central part of digital transformation, especially during the pandemic. Brands need to integrate their apps into multi-channel engagement strategies to remain competitive.

Key Challenges

• Broken UX and Siloed Users: Many users prefer the mobile web over apps, even though apps offer better engagement and conversion. Brands must focus on cross-platform integration to optimize user experience and conversions.

• Inaccurate Attribution: Traditional attribution models fail to connect fragmented user journeys across multiple devices and platforms, leading to wasted spend and unoptimized campaigns. People-based attribution is becoming essential.

• App Discovery: With users spending most of their time in a few top apps, discovering new users is a major challenge. Brands need to explore new methods of app discovery and engagement.

Main Strategies

• Retention is Key: Retention has become the foundation of growth in 2020. Brands should focus on building loyalty and long-term engagement rather than just acquiring new users.

• Engagement and Advocacy: High engagement leads to better retention, and loyal users are more likely to become advocates. Strategies should include creating valuable content, educational resources, and social interactions.

• Acquisition Through Organic Channels: Organic methods such as SEO, ASO, and content marketing offer higher click-to-purchase rates than paid ads. Brands should leverage these low-cost strategies to acquire users effectively.

• Attribution Solutions: Brands need to invest in people-based attribution to understand user journeys and optimize marketing spend. This includes using anonymous, probabilistic algorithms to track performance across platforms.

Insights and Tips

• The document provides over 100 actionable tips for marketing teams to navigate the new mobile landscape.
• Tips are categorized into the lifecycle funnel stages: Acquire, Engage, Retain, Advocate, Attribute.
• Real-world examples from leading brands such as REMERGE, ZURICH, TRADESY, Flipkart, and others are included to illustrate best practices.

Preparing for a Post-COVID World

• Brands should anticipate a shift in user behavior and focus on long-term engagement.
• Integrating apps into broader digital strategies and using multi-channel approaches will be essential.
• Embracing new platforms and technologies will help brands stay relevant and competitive in the evolving mobile ecosystem.

Conclusion

In the age of COVID-19, apps are no longer optional but essential for business growth. With increased app usage, shifting acquisition strategies, and growing privacy concerns, brands must adapt their mobile growth frameworks to focus on retention, engagement, and accurate attribution. The document emphasizes the importance of user-centric strategies and the need for innovative, privacy-compliant measurement tools to thrive in this new digital world.