Mobile Engagement, Monetization and Marketing Best Practices
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Originally Presented at AppsWorld SF in February 2012. Accompanying audio: http://www.apps-world.net/northamerica/images/stories/audio/dev-d1-1230.mp3 How do you turn your mobile app customers into fans and repeat buyers, when most of them use your app only once? The key is understanding who they are and engaging them across multiple marketing channels. While many companies solve individual pieces of this puzzle, Appboy is the only one that brings everything together in one place - from rich customer profiles and segmentation features to automated marketing tools like push notifications, in-app messages, email, customer support and cross-promotion. Led by developers who are pioneering Mobile Customer Engagement, this session will cover best practices and case studies to help you understand, engage and monetize your mobile audience.
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Mobile Engagement, Monetization and Marketing Best Practices
- 1. Mobile Engagement, Monetization and Marketing in Mobile Bill Magnuson - @billmag February 2013 @appboy
- 2. 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
- 3. IT’S ONE OF THE KEY FACTORS IN CREATING A SUCCESSFUL APP promotes virality + social sharing creates customer loyalty increases app revenue
- 4. BUT KEEPING YOUR CUSTOMERS AROUND IS INCREDIBLY DIFFICULT 54/43/35% retention 1/2/3 months post-install 41+ apps vying for your attention Source: Flurry 2012, Nielsen 2012
- 5. 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
- 6. AS KEY METRICS SHIFT, A FRESH PERSPECTIVE IS NECESSARY app installs monthly active users cost per install lifetime value acquisition retention data actionable analytics
- 7. TO SUCCEED, YOU MUST ENGAGE YOUR CUSTOMERS IMMEDIATELY AND CONSISTENTLY start thinking about engagement before launch make the most of your first wave of customers invest in long-term relationships
- 8. 1. UNDERSTAND YOUR CUSTOMERS Demographics social influence in-app behaviors + usage custom events
- 9. 2. SEGMENT THEM AND TARGET YOUR EFFORTS identify important behaviors build 5-10 segments test for discrete behaviors
- 10. 3. ENGAGE THEM VIA MULTIPLE MARKETING CHANNELS use push, inbound e-mail marketing and in-app messaging try different tools depending on your audience experiment and iterate quickly
- 11. MEASURE + OPTIMIZE YOUR CAMPAIGNS define the behaviors that impact your business choose 2-3 key metrics to track test marketing activities against them
- 12. 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
- 15. APPBOY: PUSH / IN-APP MESSAGES / EMAIL
- 16. TALK TO US Bill Magnuson Co-Founder & CTO bill@appboy.com @billmag @appboy
Editor's Notes
- ----- Meeting Notes (2/7/13 11:17) ----- Appboy is a customer engagement platform for mobile apps that helps you understand, engage and monetize your audience.
- MRM - mobile relationships management
- Why we ’ re pivoting from Mobile-first to Web-first: VIBHU NORBY of Origami Labs 41 apps per phone on average vs. 28 in 2011 (+28%) (Nielsen, May 2012) http://blog .nielsen.com/nielsenwire/online_mobile/state-of-the-appnation-%E2%80%93-a-year-of-change-and-growth-in-u-s-smartphones/ (Flurry, October 2012) 30/60/90 day retention rates 54% /43%/35% 3.7 avg. opens per week (Flurry, October 2011) 30/60/90 retention rates 38%/29%/24% (Flurry, October 2009) 30/60/90 retention rates 67%/32%/25% 6.7 times/wk 22% use an app only once in 2011 Android users >10 times = 23% vs iOS 35% >>> 34% more difficult (Localytics June 2012) http://www.localytics.com/blog/2012/app-user-loyalty-increasing-ios-beats-android/
- “ This industry did not exist in 2008, but in the last year, $18 billion in revenue was generated from mobile apps, ” Khalaf said. “ It ’ s taken the web about 16 years to get huge, but mobile is matching that in about four. ” Flurry Source 13 According to eMarketer , the “ Mobile Application Business Model ” study released by ABI Research found that overall revenues from mobile apps, which includes in-app purchases, pay-per-installs, in-app advertising and subscriptions, will reach $46 billion by 2016. This is more than 4X greater than the $8.5 billion earned in 2011, respectively. Revenue From Mobile Apps Expected to Reach $46 Billion by 2016, Says eMarketer.com: http://www.emarketer.com/Article/Future-of-In-App-Purchases/1008867 - original source is ABI Research Mobile revenue: 67% from apps, 33% from ads (Mary Meeker)
- CPI vs. ROI
- usage data last used app, first used app, sessions, avg. session length, money spent
- General - Recently lapsed- Passionate fans- High spenders- Social media influences - Failed onboarding Specific - Abandoned shopping cart (mcommerce) - Completed a level (gaming)