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Building Loyalty In Branded Apps
Doug Chavez
Global Head of Marketing Research and Content
Kenshoo
A N A M o b i l e M a r...
2
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
3
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
“Mobile App Users Most Loyal To Brands”*
*Ad...
4
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Time Spent per Session (Minutes)*
0
5
10
15
...
5
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Use Frequency per Month*
0 5 10 15
Mobile We...
6
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
What Apps Have You Used This morning?
7
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Mission Specific
8
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Many Missions
9
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Captain Ludicrous
10
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
A Lot of Downloads in Record Time
Five year...
11
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Brands Must Re-imagine Consumer Moments
Upl...
12
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Ways to think about app development
13
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Apps are not Microsites or Campaigns
14
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Behave Like You’re a Media Company
Find you...
15
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
App Trifecta
Content = provided by consumer...
16
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Enable Your App to Market From the Inside O...
17
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
CPG
18
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
CPG
19
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Travel
20
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Retail
21
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Services
22
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Deliver your brand promise – across channels
23
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Build or Partner
In third party app
With ap...
24
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Build or Partner – apps with scale+engageme...
25
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Build or Partner – using recipes
26
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Find Ways to Get Closer
Continually build t...
27
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Ask about their experience in your app
Feed...
28
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Five Simple Tips to Keep Customers Happy
Sa...
29
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
Truths About App Loyalty
30
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
#ANAMarketers
"When brands reach out, via their app, to t...
31
© 2014 Kenshoo, Inc. Confidential and Proprietary Information
Thank You
Building Loyalty In Branded Apps
@dougchavez
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Building Loyalty in Branded Apps. ANA mobile event June 2014

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Doug Chavez's presentation at the Association of National Advertisers (ANA) about how brands should approach building apps to help build loyalty with their target audiences. Presented at the ANA Mobile Summit in San Francisco, June 2014

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Building Loyalty in Branded Apps. ANA mobile event June 2014

  1. 1. Building Loyalty In Branded Apps Doug Chavez Global Head of Marketing Research and Content Kenshoo A N A M o b i l e M a r k e t i n g E v e n t J u n e 1 8 , 2 0 1 4
  2. 2. 2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers
  3. 3. 3 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers “Mobile App Users Most Loyal To Brands”* *Adobe Digital Index Nov 2013
  4. 4. 4 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Time Spent per Session (Minutes)* 0 5 10 15 20 25 Financial Media Retail Travel *Adobe Digital Index Nov 2013
  5. 5. 5 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Use Frequency per Month* 0 5 10 15 Mobile Website Phone App Tablet App *Adobe Digital Index Nov 2013
  6. 6. 6 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers What Apps Have You Used This morning?
  7. 7. 7 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Mission Specific
  8. 8. 8 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Many Missions
  9. 9. 9 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Captain Ludicrous
  10. 10. 10 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers A Lot of Downloads in Record Time Five years young 100 Billion downloads (iOS+Android)
  11. 11. 11 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Brands Must Re-imagine Consumer Moments Uploadable Sharable Findable Real-time Beautiful Discrete
  12. 12. 12 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Ways to think about app development
  13. 13. 13 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Apps are not Microsites or Campaigns
  14. 14. 14 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Behave Like You’re a Media Company Find your audience Delight them Retain them Grow with them
  15. 15. 15 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers App Trifecta Content = provided by consumers & pros Community = context & connectivity created by and for consumers Commerce = products tagged & seamless purchase
  16. 16. 16 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Enable Your App to Market From the Inside Out Friends App Review Sites Vertical Sites (e.g. food blogs) App Store Search Journalists Your Audience
  17. 17. 17 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers CPG
  18. 18. 18 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers CPG
  19. 19. 19 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Travel
  20. 20. 20 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Retail
  21. 21. 21 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Services
  22. 22. 22 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Deliver your brand promise – across channels
  23. 23. 23 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Build or Partner In third party app With app dev partners Leverage public APIs
  24. 24. 24 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Build or Partner – apps with scale+engagement
  25. 25. 25 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Build or Partner – using recipes
  26. 26. 26 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Find Ways to Get Closer Continually build trust and loyalty No answer is an answer
  27. 27. 27 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Ask about their experience in your app Feedback Polling Surveys Contests
  28. 28. 28 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Five Simple Tips to Keep Customers Happy Say “Thank You” Apologize Try to resolve the issue & communicate you care Follow up Empower / reward those who become evangelists
  29. 29. 29 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers Truths About App Loyalty
  30. 30. 30 © 2014 Kenshoo, Inc. Confidential and Proprietary Information #ANAMarketers "When brands reach out, via their app, to their customers and engage in meaningful conversations they see a 120% gain in retention. The power power of personal communication, at scale, is uniquely available in mobile.” Robi Ganguly, CEO Apptentive
  31. 31. 31 © 2014 Kenshoo, Inc. Confidential and Proprietary Information Thank You Building Loyalty In Branded Apps @dougchavez

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