2020年移动增长手册（英文）

Mobile Growth in the Age of COVID-192020 Mobile Growth Handbook | Edition Five| 2 ©Branch 2020• 100+ tips to help marketing teams engage, retain, activate, and acquire app users in the time of COVID when app growth seems impossible• A data-driven view of the mobile landscape, including all the statistics you need to know to drive growth in 2020 and beyond• Mobile growth strategies from the world’s top brands like:What’s Inside| 3 ©Branch 2020Mobile Growth Handbook | Edition FiveThe 2020 MGH ContributorsWill CrockerVP Customer & Partner MarketingMike BarclayDirector of European OperationsChris BettinSenior Group Manager, Mobile EngagementManish MishraDigital Marketing ManagerAna GuillenSenior Director of MarketingFrancisca HawkinsVP Digital Products & TechnologyIlia KukharevHead of ASOSaket ToshniwalSenior Product Manager (Growth and CRM)Manvee SharmaSenior Global Digital CRM & Consumer Engagement ManagerEthan Smith CEOChristopher AtkinsonE-Commerce Marketing Executive| 4 ©Branch 2020Mobile Growth Handbook | Edition FiveThe 2020 MGH ContributorsChristinne CuyuganGlobal Project Lead, Mobile App MarketingChristian EckhardtCEO & Co-FounderDanielle LepeCMOBrett TobinCustomer Engagement ManagerSteve GatenaCEOTimothy PercheyVP Digital MarketingSheila VasheeVP of MarketingVik HebbarSenior Growth Marketing ManagerJillian Lee KobayashiProduct Design & DevelopmentTommy YannopoulosDirector of Sales & TechnologyMônica LimaProduct OwnerMobile Growth Handbook | Edition Five©Branch 20201 Introduction An overview of what 2020 landscape looks like and major trends — especially COVID Challenges + Opportunities with mobile in 2020.2 Mobile Growth in the age of COVID From organic and paid efforts to SEO and ASO, everything you need to know about acquiring users cross-platform.Engage, Retain, Advocate, Acquire, AttributeAn overview of the lifecycle funnel through a COVID lens. Insights and TipsA library of specific tips and tricks to guide you through this new environment, along with real-world examples. Preparing for a post-COVID worldFind out how to propel your brand forward to thrive post-COVID. 3 Conclusion Table of Contents1IntroductionThe 2020 Mobile Landscape, Challenges, Trends1.1COVID-Related Trends| 8 ©Branch 2020Mobile Growth Handbook | Edition FiveWith an increase of people relying on apps for things like grocery delivery, health appointments, and an increase in activities like gaming and video apps being used, it’s little surprise that users are spending more time with apps overall. In fact, 51.7% of brands that participated in the 2020 Mobile Growth Survey reported an increase of users spending time in the app as a result of COVID-19, and 25.8% reported Trend as a result of COVID: Increased App Usage Overall, Large Increases in Some Verticals1.1 | Introduction: COVID-Related Trendsan increase of users spending more money in the app. According to App Annie, users spent 20% more time in-apps in the first quarter of 2020 compared to 2019 as gov