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Mobile web & app: the world of opportunities

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Mobile web & app: the world of opportunities

  1. 1. Mobile Web & App: The World of Opportunities Kashif Khurshid September 2015 WAW Houston
  2. 2. Cover the following… 1. Survey- Behavior on Mobile App 2. Mobile Apps Matter! 3. Lifecycle of Mobile Marketing 4. Tagging (App vs. Web) 5. Mobile Marketing Channels (App vs. Web) – Mobile App Marketing Tips – Mobile Web Marketing Tips 6. Mobile Success Metrics – Mobile App – Mobile Web
  3. 3. Mobile App Content Consumption
  4. 4. Why Mobile App Matters? • Apps play a key role in our daily “micro-moments” • I-want-to-know • I-want-to-go • I-want-to-do • I-want-to-buy • Complements the brand by: – Connecting to an offline experience – help connect a brand with its loyal customers – drive e-commerce
  5. 5. Mobile Life Cycle 1. Development •Responsive design •Speed | User interactions 2. Tagging •Web: JS •Apps: SDK’s 3. Marketing •New Channels •New Methods 4. Optimization •Web Metrics •App Metrics- lifecycle metrics Additional Considerations: 1. Location 2. Personalization 3. New Devices: • TV’s • Watches • Activity bands • Gaming Devices • Wallets • Glasses
  6. 6. Mobile App Tagging Mobile Web: (JS code) • May work with the current analytics implementation • Placement: Applied at template level or page level • Custom tagging- specific • Metrics: Use standard metrics plus device classifications Mobile App Tagging: (SDK’s) • Requires installation of app library (swift and java) • Placement: Mobile tracking code is generally placed in a common place • Custom tagging- specific • Metrics: App’s are measured by lifecycle metrics Unlike web tracking, the Analytics Mobile SDK uploads activity signals in batches, both to conserve the device's radio and to handle periods of offline user activity.
  7. 7. Mobile App Tips Make your app engaging by offering Discounts or Bonus Content • Turning into a Habit • Other uses: notifications of new features or user interests Create two-way communication: • Consider building in-app communication tools to make it easy to submit feedback inside the app Rely on A/B testing and analytics for optimizing both the in-app experience and all marketing interactions Marketing automation: mobile apps is about engagement, retention, and lifetime value (Web = lead nurturing) Marketing: Early movers advantage as many of the marketing tactics are not being leveraged fully
  8. 8. Mobile Marketing Channels Mobile Analytics Mobile App Task specific: retail, travel Content: Magazines ASO Search In-App conversion/ promote app Digital Radio Video: YouTube Games Social Mobile Web Smart Phones Tablets SEO Social Email Text Messages Others
  9. 9. Wait…What was that Again?
  10. 10. Mobile App Store Tips App Store optimization (ASO) 1. many app publishers completely neglect the importance of their app’s: o Title o Keywords o Descriptions o Logo o Category o Screenshots & Video demos 2. Request for positive reviews from satisfied users Only 40% of smartphone users browse for apps in app stores
  11. 11. Mobile App Search Tips Source: https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html
  12. 12. Mobile App Marketing Tips Other Ways:  in an app  social sites  YouTube video  surfing a mobile website  Search,  push notifications  Digital radios (i.e. Pandora)
  13. 13. Mobile App Ad Providers Mobile App Advertising Platform: • AdMob- Owned by Google • Flurry- acquired by Yahoo • Millennial Media- one of the first mobile advertising networks (both publishing and advertising features to market App) • Adfonic- care about performance with a 95% promise fill rate (for giant advertisers) • Chartboost- dedicated for gaming ads • Others: Aditic, AdColony, AMoAd, Domob, InMobi, JumpTap, MdotM, MobFox, & more…
  14. 14. Mobile App Marketing Metrics • CPM- cost per 1000 impressions (no objective tied to it) • eCPM- earnings from every 1K impressions • Fill Rate- ad space being filled by Ad network. If left blank, a black screen will appear in addition to loss of Ad revenue Other Key App Metrics: • Downloads • Installs • Load time & Crashes • Visits & Repeat Visits • Pathing- screen tracking • Conversion Activities
  15. 15. Mobile Key Performance Indicators • Mobile Web: • User Objective: comparison, coupons, reviews, product info, etc. • Goal: Responsive design for casual users. Same experience with different packaging • Key Metrics: • Traffic sources • Site Sections • Bounce rate / contact us • Conversions • Mobile App: • User Objective: ability to complete tasks • Goal: Create habits and tap into personalization capabilities of the device • Key Metrics: • App downloads • Active users vs. repeat users • Load time / crashes • Conversions Gauging Success Between Web and App
  16. 16. Mobile Marketing Channels Mobile Analytics Mobile App Task specific: retail, travel Content: Magazines ASO Search In-App conversion/ promote app Digital Radio Video: YouTube Games Social Mobile Web Smart Phones Tablets SEO Social Email Text Messages Others
  17. 17. Mobile Web Conversion Rate
  18. 18. Mobile SEO Tips Users Expectations: There is urgency, Low engagement tolerance, & Local intent What’s Different on Mobile: • Localization: Ranking is heavily influenced by location (submit to google mybusiness) • Voice Search: use Conversational tone • Responsive design for Visual content (image and videos) • Meta tags: keep them under 60 characters (title & alt tags) • Page load time (googles page speed insight tool) • Basics: redirects (301), Sitemaps (xml), simple design One in every four searches happens on mobile, with 50 percent of mobile searchers using their device at the start of the search process and 88 percent using smartphones to conduct local searches
  19. 19. Mobile Social Tips Social Media Guidelines: • Best Practices for hashtags: • no more than 3 hash’s • first one being you own • comment with additional hash clouds • Content should be: • Human • short (80 characters max) • shareworthy (relates) • actionable (click, share, respond) • Measure- optimize by understanding: • social metrics (likes, shares, follows) • influence on site metrics (visits, engagement, conversions) Newsfeeds and sharing are King
  20. 20. Mobile Email Tips • Message should look great on small (600 pixel-wide version) and large screen • The subject line plus pre- header should deliver a one-two punch • Use all 80 characters shown in the mobile inbox to entice your readers • test email copy and optimize at the time of send with a 10/10/80 approach The subject line plus pre-header should deliver a one-two punch
  21. 21. Mobile Text Message (SMS) Tips 1. Build a mailing list with legally acquired, permission-based subscribers 2. Clearly communicate the content and frequency of texts 3. Document and save opt-ins and messaging permissions 4. Avoid text distribution too early in the morning, too late in the evening or during rush hours 5. Build a campaign that adds values to the customers lives 6. Real power is in in MMS messaging – Instead of sending 160 characters of plain text, you can send video, images and audio Steps for a successful campaign
  22. 22. Mobile Key Performance Indicators • Mobile Web: • User Objective: comparison, coupons, reviews, product info, etc. • Goal: Responsive design for casual users. Same experience with different packaging • Key Metrics: • Traffic sources • Site Sections • Bounce rate / contact us • Conversions • Mobile App: • User Objective: ability to complete tasks • Goal: Create habits and tap into personalization capabilities of the device • Key Metrics: • App downloads • Active users vs. repeat users • Load time / crashes • Conversions Gauging Success Between Web and App

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