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Mobile Engagement: Opportunity or Crisis?

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Mobile has transformed the world for both consumers and businesses. Consumers now demand relevant, trustworthy and immediate brand experiences. While brands are trying to meet these fast-changing demands, many signs suggest they are headed down a path of failure.

This session will explore why the industry is a mobile engagement crisis and the steps marketers can take to shift toward a path of success and build deeper, more immersive relationships with their mobile users.

Josh Todd's presentation from Apps World North America in May 2016.

Published in: Mobile
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Mobile Engagement: Opportunity or Crisis?

  1. 1. Mobile Engagement: Crisis or Opportunity? Josh Todd, CMO @JoshToddMKT
  2. 2. Bad mobile engagement happens
  3. 3. ▪ State of Mobile Engagement ▪ Power of Push Messaging ▪ Segmentation ▪ Setting yourself up for success Agenda
  4. 4. 4 Consumers’ everyday lives have become mobile
  5. 5. 5 Personalization Quick Useful Insta-gratification Options Consumer expectations have grown:
  6. 6. 6  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
  7. 7. 7 Some Simple Math
  8. 8. We are in a Mobile Engagement Crisis
  9. 9. How do we shift toward the right path?
  10. 10. By being data-driven By TRULY knowing your mobile users
  11. 11. 11 ▪ What they like and want ▪ When they want it ▪ How they want to get it ▪ And so much more It’s all bout the data… Our customers are telling us
  12. 12. 12 ▪ State of Mobile Engagement ▪ Power of Push Messaging ▪ Segmentation ▪ Setting yourself up for success Agenda
  13. 13. 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
  14. 14. 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
  15. 15. ▪ State of Mobile Engagement ▪ Power of Push Messaging ▪ Segmentation ▪ Setting yourself up for success Agenda
  16. 16. Segmentation & Knowing the Customer
  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 3 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.  Auto-segment users  Identify churn risk & product fit  Sequence of touch points Predictive
  28. 28. ▪ State of Mobile Engagement ▪ Power of Push Messaging ▪ 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 -Ask them to opt in immediately after launching the app for the first time Increase Push audience, increase success (first launch)
  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. Thank You! Learn more at localytics.com @JoshToddMKT

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