Driving Customer Engagement in Mobile Apps
 

Driving Customer Engagement in Mobile Apps

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Navigating the mobile app ecosystem is becoming increasingly difficult. Not only do you have to build a great product, you also have to jump through hoops to acquire customers. But what's the purpose ...

Navigating the mobile app ecosystem is becoming increasingly difficult. Not only do you have to build a great product, you also have to jump through hoops to acquire customers. But what's the purpose of spending so much effort on discoverability and user acquisition, when three-quarters of people stop using your app after only one month?

We predict that 2013 will be the year of customer engagement. As the ecosystem continues to be plagued by rising CPIs and abysmal retention rates, it's the one shining start for driving real business growth. The rationale is simple: spend more time building relationships with people, and they'll stick around longer. Invest in them, and they'll improve your ROI.

While driving harnessing customer engagement in mobile apps is not simple, it's very effective with the right approach. This presentation provides some background on the mobile app ecosystem and where it's heading, suggest ways to craft the right customer engagement strategy, and explores various channels that app developers can use to build loyalty among their user base. It's filled with valuable statistics that put the entire category into perspective - both its challenges as well as its massive opportunity.

If you're an app developer or marketer, it's time to start thinking about life after install.

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Driving Customer Engagement in Mobile Apps Driving Customer Engagement in Mobile Apps Presentation Transcript

  • DRIVING CUSTOMER ENGAGEMENTIN MOBILE APPSFebruary 2013 @appboy
  • MOBILE APP ENGAGEMENT MEANS BUILDING RELATIONSHIPS WITH YOUR CUSTOMERS relationships start at the moment of install they require active nurturing and management force you to think long-term about your business
  • IT’S ONE OF THE KEY FACTORS IN CREATING A SUCCESSFUL APP promotes virality + social sharing creates customer loyalty increases app revenue
  • BUT KEEPING YOUR CUSTOMERS AROUND IS INCREDIBLY DIFFICULT 54/43/35% retention 1/2/3 months post-install 41+ apps vying for your attention more difficult to engage on AndroidSource: Flurry 2012, Nielsen 2012
  • ONLY A FEW APPS HAVE CRACKED THE CODE successful apps must stand out among 775K+ others they’re often lucky with market timing they use economies of scale to their advantageSource: Apple 2013, The Sociable 2013
  • APP MAKERS LACK THE TIME, EXPERTISE AND TOOLS TO DO ENGAGEMENT PROPERLY small apps don’t have the proper resources big apps would rather focus on their product 55% of brands lack technical know-how for buildoutSource: Marketing Sherpa 2012
  • EVERYONE IN THE INDUSTRY IS IN DENIAL apps makers report installs to demonstrate success no one wants to acknowledge category challenges a lot of money is spent without proving ROI
  • YET, IT’S CLEAR THAT MOBILE APPS ARE THE FUTURE 116M smartphone subscribers in US use apps 127 min/day (more than web) HTML5 has not yet maturedSource: eMarketer 2012, Flurry 2012
  • MORE MONEY IS FLOWING INTO THE APP ECOSYSTEM apps constitute 67% of all mobile revenues $18B revenue in 2012, $74B in 2016 45B installs in 2012, 310B in 2016
  • AS KEY METRICS SHIFT, A FRESH PERSPECTIVE IS NECESSARY app installs monthly active users cost per install lifetime value acquisition retention data actionable analytics
  • HOW CAN MOBILE APPS SUCCEED IN 2013?
  • CREATE VALUE WITH YOUR PRODUCT solve a real human problem use design to translate your vision get onboarding right
  • ACQUIRE CUSTOMERS EFFICIENTLY remove barrier-to-entry through freemium lower $1.38 CPI via third-party paid platforms get featured in app storesSource: Fiksu 2012
  • ENGAGE THEM CONSISTENTLY FROM THE MOMENT THEY INSTALL YOUR APP start thinking about engagement before launch make the most of your first wave of customers invest in long-term relationships
  • GOOD MOBILE ENGAGEMENT STRATEGIES START WITH A SOLID FOUNDATION 1. understand your customers 2. segment them into groups 3. engage them via multiple channels
  • 1. UNDERSTAND YOUR CUSTOMERS demographics social influence in-app behaviors + usage custom events
  • 2. SEGMENT THEM INTO GROUPS identify important behaviors build 5-10 segments test for discrete behaviors
  • 3. ENGAGE THEM VIA MULTIPLE MARKETING CHANNELS avoid one-size-fits all solutions try different tools depending on your audience experiment and iterate quickly
  • > PUSH NOTIFICATIONS proven model that drives engagement 40-80% fine line between too little + too much push watch out for push fatigue in 2013Source: Urban Airship 2012
  • > IN-APP MESSAGES effective for engagement within app less intrusive than push works with your existing UI
  • > EMAIL MARKETING consistently effective channel (15.7% open rate) complements mobile activities works well for summaries/digestsSource: CheetahMail 2012
  • > CUSTOMER SUPPORT cost-of-entry for mobile apps efficient way to detect and resolve issues prevents negative app store reviews
  • > SOCIAL INTEGRATION encourage social conversations about your app monitor chatter on social networks respond directly to customers
  • > CONTENT MARKETING create + curate content for your customers blog/RSS, latest news, alerts, offers/promotions popular and effective among brandsSource: Curata 2012
  • MEASURE + OPTIMIZE YOUR CAMPAIGNS define the behaviors that impact your business choose 2-3 key metrics to track test marketing activities against them
  • KEY TAKEAWAYS understand your customers + develop segments target your message to specific groups (don’t spam!) experiment across multiple marketing channels choose + optimize 2-3 key metrics iterate, iterate, iterate
  • APPBOY HAS A HOLISTIC APPROACH TO MOBILE APP ENGAGEMENT helps you engage, retain and monetize customers brings together multiple SDKs into one integrates with third-party CRM tools lets you focus on what you do best we <3 startups! talk to us about a special pricing
  • APPBOY: CUSTOMER PROFILE
  • APPBOY: SEGMENTATION TOOL
  • APPBOY: PUSH / IN-APP MESSAGES / EMAIL
  • APPBOY: CUSTOMER SUPPORT
  • TALK TO USCezary PietrzakDirector of Marketingcezary@appboy.com @appboy