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How To Overcome The Mobile Engagement Crisis Webinar

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Localytics CMO Josh Todd talks about overcoming mobile engagement through powerful, personalized app messaging. Learn best practices around mobile marketing.

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How To Overcome The Mobile Engagement Crisis Webinar

  1. 1. How To Overcome The Mobile Engagement Crisis
  2. 2. MEET YOUR HOSTS. Justina Perro Josh Todd Senior Content Marketing Manager CMO Questions during the webinar? Tweet us @Localytics with
  3. 3. ▪ State of Mobile Engagement ▪ Power of Push Notifications ▪ Segmentation ▪ Setting yourself up for success Agenda
  4. 4. Bad mobile engagement happens…
  5. 5. 5 Consumers’ everyday lives have become mobile
  6. 6. 6 Personalization Consumer expectations have grown: Quick Useful Instant-gratificationOptions
  7. 7. 7  23% of apps are used only once  50% people view push as annoying  Wrong success metrics (downloads)  35% of push messages not segmented Most companies are failing to meet consumer expectations
  8. 8. 8 Some simple math
  9. 9. We are in a Mobile Engagement Crisis.
  10. 10. How do we toward the right path?
  11. 11. your mobile users 1. Being 2. TRULY
  12. 12. 12 ▪ What they like and want ▪ When they want it ▪ How they want to get it ▪ And so much more It’s all about the data… Our customers are telling us
  13. 13. 13 ▪ State of Mobile Engagement ▪ Power of Push Notifications ▪ Segmentation ▪ Setting yourself up for success Agenda
  14. 14. Bring them back and keep them engaged with Push Motivate inactive users to return to your app with targeted, carefully timed, and well-written copy 88% MORE Users with push enabled have app launches. Source: Localytics, 2015
  15. 15. Engagement  deceivingly complex Push Message In-app Message Customer Profile Database Dynamic Messaging for Personalization CTA tracking: Engagement, Conversion, Retention etc. Push Tracking: Viewed / Open / Clicked Audience Qualification Event behavior tracking Deep linked via key value pairs Message A/B Test Scheduling Automation to send at right time Custom HTML for In- app message Influence on Engagement, Conversion, Retention
  16. 16. ▪ State of Mobile Engagement ▪ Power of Push Notifications ▪ Segmentation ▪ Setting yourself up for success Agenda
  17. 17. Sports Content App (your entire user base) Broadcast, Blast or even Spam Segment your audience
  18. 18. 7% of broadcast push messages are clicked 13% of targeted push messages are clicked 15% of users converted 54% of users converted Broadcast: Targeted: Segment your audience vs
  19. 19. Imagine an app with 100,000 users Segment your audience
  20. 20. 7% of 100,000 users = 7,000 opened messages 13% of 100,000 users = 13,000 opened messages 15% of 7,000 = 1,050 converted users 54% of 13,000 = 7,020 converted users Segment your audience vsBroadcast: Targeted:
  21. 21. Segmentation - A Little Deeper
  22. 22. 22 2 Ways to Segment
  23. 23. Behavioral You know which users are reading your articles You know their interests (sports, finance, travel) Source: Localytics, 2015 Results? 8.6% CLICK-THROUGH
  24. 24. User Profile Engage based on traits like gender, location, language, type of customer Results? 13% CLICK-THROUGH
  25. 25. Layering SegmentationClickthroughrate (CTR) 0 5 10 15 20 25 30 35 Broadcast Behavioral User Profile Behavioral + User Profile 7% 9% 13%
  26. 26. 0 5 10 15 20 25 30 35 Broadcast Behavioral User Profile Behavioral + User Profile Layering Segmentation 7% 9% 13% 30% Clickthroughrate (CTR)
  27. 27.  Measure which messages are driving business results  Optimize your strategy with A/B testing  Move beyond vanity metrics (clicked message)  Stop sending ineffective messages True Impact
  28. 28. ▪ State of Mobile Engagement ▪ Power of Push Notifications ▪ Segmentation ▪ Setting yourself up for success Agenda
  29. 29. Increase Push audience, increase success 52% of app users have push enabled on their phones Industry Averages
  30. 30. Increase Push audience, increase success 52% of app users have push enabled on their phones 48% of app users don’t have push enabled on their phones Industry Averages
  31. 31. Bad Example Increase Push audience, increase success (first launch) Ask them to opt-in immediately after launching the app for the first time
  32. 32. Welcome your users with a sequence of introductory, how-to screens to show value Increase Push audience, increase success Good example
  33. 33. Good example -Welcome your users with a sequence of introductory, how-to screens to show value -THEN, ask them to opt-in with a unique, well-designed in-app message Increase Push audience, increase success
  34. 34. Admit we have a problem  Do something about it: Final Thoughts • Segment your audiences • Set yourself up for success • Contribute to the knowledge base
  35. 35. LOOKING FOR MORE? Free eBook: How To Build Stellar App User Acquisition Campaigns Free eBook: Even Better Recipes for Perfect Push Messages Localytics.com/resources
  36. 36. Q&A

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