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Introducing App Marketing Stack

App Marketing Stack

We’re excited to introduce a new website of ours: App Marketing Stack. It’s a curated directory of tools and resources on app marketing and mobile growth, and you’re going to love it.

“But wait,” you wonder, “I’m going to love it? I’m not even sure I need it!” In this blog post, we’ll explain the importance of mobile growth, what the Mobile Growth Stack is, and how our website enables you to use that tool to make it so much easier to develop a successful strategy.

Mobile is the new normal.

We all know that mobile is here to stay. And it’s gotten to that point quickly. Take a look at KPCB’s 2015 Internet Trends Report, and you’ll notice that it took only twenty years for three-quarters of the global population to own a phone.

Mobile Population Penetration

We’ve also seen a lot of companies achieve astounding success by capitalizing on this incredible growth. Uber, Airbnb, Instagram…the list goes on and on. Many now-famous growth tactics have been developed over the last decade in particular, when everything about mobile—especially smartphones—was still new.

But, as the system matures, and competition remains fierce, app marketers need an increasingly creative and sophisticated playbook if they want to make growth happen. But what should be in that playbook? Well, you need a good framework—and a knowledge of the tools and references necessary to use that framework to its fullest.

The Framework

For the framework, luckily, there is Andy Carvell. The mobile growth manager at SoundCloud, Carvell invented a visualization called the Mobile Growth Stack—and, in doing so, shed light on how best to look into growing a mobile product holistically. First proposed (and now updated) in an article on Medium, the Stack is a great way to conceptualize the different layers of growth in the mobile ecosystem.

Mobile Growth Stack

This framework is extraordinary. It’s full of information without being overwhelming, and it allows you to see the whole landscape of marketing possibilities. It details every channel that app marketers should pay attention to. It also organizes growth tactics by when they arise within the customer life cycle of acquisition, engagement, and monetization, so you know exactly when you should leverage each tool.

The best part of the framework is its very detailed list of analytics possibilities. Anything can be analyzed and turned into data—so it’s important to know what metrics can (and should) be prioritized.

Our Contribution: The Resources

Carvell’s framework helps you see mobile growth holistically. But to build your own playbook, you need to know how best to wield each of these growth tactics. And, for that, a comprehensive list of best practices is invaluable. You want something that helps you plan your action items strategically and introduces you to the necessary tools, so you can get things done as effectively as possible.

And we decided to go ahead and make that for you. That’s why spent some time gathering all the best tools and resources in the industry, and putting together a little website called “App Marketing Stack.”

It’s set up in the same format as Bram Kanstein’s Startup Stash, the famous directory for information about building a start-up. But this time, it’s based on the Mobile Growth Stack framework. We’ve gathered 150+ useful articles and 60+ related tools that help simplify some of the growth tactics. And we organized them into an easy-to-use format.

Why did we do this? After all, we’re a localization company. Why should we care about whether you improve your marketing?

The answer is simple. Our mission is to help companies with mobile products achieve global success. We believe that localization is a crucial part of that international growth, but we also know that it works best as part of a larger strategy. And we don’t want you to miss out on the other elements of mobile marketing, when all these pieces can come together to create incredible results worldwide.

That’s why we made this: we want to help you. So, check out our App Marketing Stack site. If you think it is helpful, please give us vote up on Product Hunt.


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Let us know if you have any feedback in the comments, and happy reading!

Patrick Yip

Written by Patrick Yip

Patrick Yip is the former Head of Marketing at OneSky. Heavily attracted to any brilliant growth strategy, well-crafted content and the idea of making the Internet globally accessible.