Presentation Given By Kevin McCarthy, Google. As many as 25 percent of application users open an app once and then never return. So how does a mobile app stand out? This session will discuss how brands and retailers should be marketing their mobile apps, measuring their success and optimizing their efforts towards maximizing lifetime value for their users. With some of the latest retail case studies and apps UX research, Google will demonstrate how to engage with mobile in the next crucial moments after an app is developed.
Resuscitating Your Omni-Channel Though MobileSwrve_Inc
Your customers are now mobile first, but your marketing isn't. Improve omni-channel engagement by putting mobile in the center of your engagement strategy.
10:10am - Jen Witt - Match Group apps and the mobile web Digiday
Digiday Programmatic Summit Europe
Dublin, Ireland 2017/04/26
Match Group apps and the mobile web
Jen Witt, director of revenue operations, EMEA, match.com
Resuscitating Your Omni-Channel Though MobileSwrve_Inc
Your customers are now mobile first, but your marketing isn't. Improve omni-channel engagement by putting mobile in the center of your engagement strategy.
10:10am - Jen Witt - Match Group apps and the mobile web Digiday
Digiday Programmatic Summit Europe
Dublin, Ireland 2017/04/26
Match Group apps and the mobile web
Jen Witt, director of revenue operations, EMEA, match.com
While speech technology has always been an integral element within the contact center, few companies have yet to fully embrace this wealth of data to support the development of the single customer view. However, phone calls continue to dominate in the world of customer service, as voice chat remains the most reliable avenue for quick problem resolution. Thus, companies must understand that, while implementation might not be the walk in the park they’d hoped for, speech analytics have the power to drive decisions and boost retention.
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?Digiday
Digiday Programmatic Summit Europe
Dublin, Ireland 2017/04/25
Safe, Premium Video:
Still A Programmatic Myth?
Jonathan Nash – Head Of Programmatic UK International
Your Ticket to Mobile Growth: How to Safeguard Ad Spend when Running Marketin...Adjust
Fraud in the performance sector truly is a game of cat and mouse. In extreme cases, campaigns can consist of up to 90% of fake traffic—thus wasting ad budgets completely. At Online Marketing Rockstars Hamburg 2018, Adjust's CTO and co-founder Paul H. Müller discussed in which sectors fraud is a major nuisance, how to recognize such traffic and how to protect yourself from it.
Presenter: Kevin Fitzgerald, Head of Insights, USA, Ogury
Kevin Fitzgerald is the Head of Insights, USA at Ogury. Since joining the team in October of 2017, Kevin has been tasked with leading the charge on embedding data-driven insights and strategy into all that Ogury does for its customers and potential clients. As the Head of Insights for the US, Kevin is responsible for bringing a voice to Ogury’s unique 1st party data. Prior to joining Ogury, Kevin spent 8+ years on the agency side of the business, leading communications planning and strategy efforts across top tier brands in the health, financial services, and entertainment categories.
[Adjust & Snapchat] How to capture meaningful attention in 3 secondsAdjust
Learn more about the Snapchat platform, audience, and products that make it unique and the benefits the integration between Adjust and Snapchat offers.
You will learn:
- What the different ad formats look like
- How to optimize them
- How to measure their performance
- How you create powerful audiences with Snapchat and Adjust
See here for the video: https://www.youtube.com/watch?v=5nF4kkxc8_g
Mobile apps are ubiquitous. With more than 1.5 million apps in Apple's App Store alone, there's an app for nearly everything. Consumers’ app usage correlates to their growing availability. In response, marketers must adapt their mobile strategies to
better serve customers’ needs and expectations. 1to1 Media, with its partner SurveyMonkey, polled 578 U.S. consumers about their mobile app usage and preferences to help guide your app strategy.
The social universe is constantly expanding and businesses have responded by increasing the
pace of social strategy adoption to generate leads, enhance customer care, and increase their
brand awareness. This infographic demonstrates the expanding size of the social universe, the
business value in adopting strategies that effectively tap into this exosystem to reach these prospects
and customers, and how many companies still lag in developing social strategies.
Branchout 2017 - Day 2 Session - Toby RoessinghBranch
The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook
Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.
The c-suite gets the need for speed in sharing data across the company. An Economist Intelligence Unit report shows there are many cultural and structural factors standing in their way. Check out the study, "The power of fast data"
5 Killer Mistakes in Mobile - 3xe Digital Conference 2015.Swrve_Inc
Swrve's Tom Farrell's keynote at 3XE. It’s one thing to deliver a great app. It’s quite another to align the business around mobile and deliver real ROI as a result. With examples from real-world Swrve customers this session will take a quick look at some of the common mistakes made on mobile – and help you avoid them.
Presentation given by Howard Hunt, Meredith Excelerated Marketing. There appears to be a contrast in how marketers understand the role of their apps versus other business driving vehicles. This light hearted talk will expose gaps in managing digital customer experiences and serve to leave you wondering whether you’re doing it right yourself.
While speech technology has always been an integral element within the contact center, few companies have yet to fully embrace this wealth of data to support the development of the single customer view. However, phone calls continue to dominate in the world of customer service, as voice chat remains the most reliable avenue for quick problem resolution. Thus, companies must understand that, while implementation might not be the walk in the park they’d hoped for, speech analytics have the power to drive decisions and boost retention.
10:50AM Jonathan Nash - Safe, Premium Video: Still A Programmatic Myth?Digiday
Digiday Programmatic Summit Europe
Dublin, Ireland 2017/04/25
Safe, Premium Video:
Still A Programmatic Myth?
Jonathan Nash – Head Of Programmatic UK International
Your Ticket to Mobile Growth: How to Safeguard Ad Spend when Running Marketin...Adjust
Fraud in the performance sector truly is a game of cat and mouse. In extreme cases, campaigns can consist of up to 90% of fake traffic—thus wasting ad budgets completely. At Online Marketing Rockstars Hamburg 2018, Adjust's CTO and co-founder Paul H. Müller discussed in which sectors fraud is a major nuisance, how to recognize such traffic and how to protect yourself from it.
Presenter: Kevin Fitzgerald, Head of Insights, USA, Ogury
Kevin Fitzgerald is the Head of Insights, USA at Ogury. Since joining the team in October of 2017, Kevin has been tasked with leading the charge on embedding data-driven insights and strategy into all that Ogury does for its customers and potential clients. As the Head of Insights for the US, Kevin is responsible for bringing a voice to Ogury’s unique 1st party data. Prior to joining Ogury, Kevin spent 8+ years on the agency side of the business, leading communications planning and strategy efforts across top tier brands in the health, financial services, and entertainment categories.
[Adjust & Snapchat] How to capture meaningful attention in 3 secondsAdjust
Learn more about the Snapchat platform, audience, and products that make it unique and the benefits the integration between Adjust and Snapchat offers.
You will learn:
- What the different ad formats look like
- How to optimize them
- How to measure their performance
- How you create powerful audiences with Snapchat and Adjust
See here for the video: https://www.youtube.com/watch?v=5nF4kkxc8_g
Mobile apps are ubiquitous. With more than 1.5 million apps in Apple's App Store alone, there's an app for nearly everything. Consumers’ app usage correlates to their growing availability. In response, marketers must adapt their mobile strategies to
better serve customers’ needs and expectations. 1to1 Media, with its partner SurveyMonkey, polled 578 U.S. consumers about their mobile app usage and preferences to help guide your app strategy.
The social universe is constantly expanding and businesses have responded by increasing the
pace of social strategy adoption to generate leads, enhance customer care, and increase their
brand awareness. This infographic demonstrates the expanding size of the social universe, the
business value in adopting strategies that effectively tap into this exosystem to reach these prospects
and customers, and how many companies still lag in developing social strategies.
Branchout 2017 - Day 2 Session - Toby RoessinghBranch
The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook
Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.
The c-suite gets the need for speed in sharing data across the company. An Economist Intelligence Unit report shows there are many cultural and structural factors standing in their way. Check out the study, "The power of fast data"
5 Killer Mistakes in Mobile - 3xe Digital Conference 2015.Swrve_Inc
Swrve's Tom Farrell's keynote at 3XE. It’s one thing to deliver a great app. It’s quite another to align the business around mobile and deliver real ROI as a result. With examples from real-world Swrve customers this session will take a quick look at some of the common mistakes made on mobile – and help you avoid them.
Presentation given by Howard Hunt, Meredith Excelerated Marketing. There appears to be a contrast in how marketers understand the role of their apps versus other business driving vehicles. This light hearted talk will expose gaps in managing digital customer experiences and serve to leave you wondering whether you’re doing it right yourself.
Presentation given by John Ore, Business Insider. For digital native brands, social distribution is almost a requirement to reach your audience where they are most comfortable. Being mobile-first is crucial in embarking on a successful social distribution effort.
Mobile Commerce in the Age of Connected DevicesSwrve_Inc
Presentation given by Karen Pascoe, Mastercard. The Internet of Things is bringing in a wave of innovation, and many of those devices will be connected for commerce. MasterCard has been working to transform the digital payments landscape, securely and at scale. Karen will cover a range of devices that are already payment enabled, what this looks like over time and what this means for consumers.
Mobile: Shaping the First-screen Customer ExperienceSwrve_Inc
It’s been said many times: mobile is eating the world. As a result the digital customer journey as we know it is not only outdated, perhaps it has become irrelevant. In an era where consumers check their smartphones 150 times a day, and where 87% of millennials admit that they have their smartphone at their side all the time, perhaps it’s time for marketers to rethink the customer journey and invest in a customer engagement model that is centered around the customers’ first screen, the mobile phone.
For Your Viewing Pleasure: Using YouTube to Get New Patients for the Eye Care...Surefire Local
It’s a visual world and every practice has a story to tell. Google’s Jessie Hochhalter shares insights on video marketing, trends, and advertising on the internet’s second largest search engine (YouTube).
- Video marketing trends in the eye care industry
- Using YouTube to reach your ideal target audience
- Ways consumers are engaging with video; watching, sharing, live feeds
- Understanding video advertising; how ads appear in/on your videos
- See how other businesses are using video advertising to drive results
In this presentation, we will talk about some of the common problems that many small businesses today are facing, as well as how Google+ Local can help you overcome those barriers.
http://fr.droidcon.com/2014/agenda/
http://fr.droidcon.com/2014/agenda/detail?title=Maximize+App+engagement+and+monetization
Learn how you can turn your app into a business.
Discover the different mobile apps monetization models and trends.
Speaker : Jean Maisonnial, Google
Jean has been working at Google for more than 3 years. He is a Mobile Apps Consultant and works with French developers to help them to grow, distribute and monetize their apps.
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
One Squared Presentation: Josh Weum - Google Micro Moments Workshop
Acquiring and Engaging Customers with Your Mobile App
1. Copyright rehabstudio 2016 - Google Confidential
Acquiring & Engaging Customers
with your Mobile App
Kevin McCarthy
Google, Inc
Mobile Apps Sales & Strategy Lead, Americas
kevinmccarthy@google.com
3. Proprietary + Confidential
Open Table
Pay your restaurant bill
without waiting for a check!
Nest
Come home to a warm
house!
Ford
Start your car from your phone!
Aim for Transformational
16. Proprietary + Confidential
Drive In-App actions that
matter
Grow your app through the lifecycle
Understand the
discovery landscape
Reach more of the
right users
Keep users
coming back
18. Proprietary + Confidential
Users discover your app in various ways
Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015,
Base: Average among those in each vertical who downloaded an app based on ads seen on a smartphone, Google/Ipsos Survey
Q.14 Which of the following types of online advertisements have prompted you to download a/an [...] app? Select all that apply.
search ads
banner / graphical ads in apps
banner / graphical ads in websites
video ads
47%
45%
43%
50%
How do consumers really find your apps?
19. Proprietary + Confidential
We’ve got you covered
on seven Google products globally
1B+ users
95%
of internet users reached
by Google
20. Proprietary & Confidential
Searching
on Google.com
Watching
on YouTube
Engaging
with Apps
Surfing
the Web
Discovering
on Play
In the moments that matter for your business
23. Proprietary + Confidential
Identify the core actions that drive value
Leveraging in-store features (e.g.
Redeem an offer, mobile pay, etc)
Making a purchaseLooking up a store location
25. Proprietary + Confidential
Identify the existing users you want to engage
Users who lapse after
30 days
Users who search for
something you offer
Power users
27. Copyright rehabstudio 2016 - Google Confidential
Thanks
Kevin McCarthy
Google, Inc
Mobile Apps Sales & Strategy Lead,
Americas
kevinmccarthy@google.com
28. Copyright rehabstudio 2016 - Google Confidential
Resources
● The Mobile Playbook
● Secrets to App Success on Play
● Retail Mobile Apps best practices
● mSites Research
● Think Multiscreen
● Our Mobile Planet
● Mobile In-Store Research (Retail)
● Think Performance (Retail)
Editor's Notes
What good is an app anyway? What’s all the hype about?
I’m going to share a story about someone you know.
This person loves going to the mall, but not the mall you’re thinking of. This is a different kind of shopping mall. You could call it the mall of life. This mall is open 24 hours a day, 7 days a week, and has every store you could possibly imagine, and I’m not just talking about retail shops. Sure, they can purchase a new pair of jeans at this mall, pick up a prescription, get some new makeup. But they can also book a vacation, participate in a workout class, order a car service, make a restaurant reservation, do their banking, do their taxes, buy movie tickets, buy movies for that matter, get career advice, listen to music, get the news, and more or less anything else you could think of.
In fact, this mall is so popular and well loved, that this person you know visits it over 150 times a day!
This “life mall” of course, is the smartphone, and this story, is about your customer.
Your mobile app, is your store front, The question is how, much is it worth to you to have a presence in this so called mall of life? And how can you make sure your storefront provides the best possible experience for your customer, knowing that unlike traditional brick and mortar malls, customers can and will uninstall your app in a heartbeat if you aren’t providing real value.
Think about it, if I’m looking for a car service, I turn to my phone, and whatever transportation app I have on my home screen, I’m using. If I’m looking to buy a new gadget, I’m doing the same, or if I’m looking to buy a new pair of pants.
Start with transformational in mind…
Next establish your goals, metrics and attribution plan
Ultimately, you want to create transformational experiences:
Mariott - engage concierge, open doors, check in - more pillows, flowers for your room, a car service
Uber
Amazon
Walgreens
Other great examples:
WalMart - Savings catcher
Expedia - 3x points, and call center referencing apps
Starbucks - 20% of purchases / seamlessAmazon one click purchase
Whether you already have an app or not, first things first...
First things first, I encourage you to ask yourself, “If my mobile app is a huge success, what will that mean for my business? Will I drive more online sales? More in store sales? Will my customer purchase more frequently, place higher average order values, become more loyal to my brand? It’s key to determine what your goals are for your mobile app.
Don’t operate in a silo, work with your retail and eCommerce teams, consider the apps impact on the business wholistically, how does it improve the overall consumer journey and drive in store online actions
Next: Once you have your goals in place, you’ll want to establish key metrics to measure. E.g. store visits, calls, coupon redemption, in-app payments, identify the key metrics that will drive towards your goal.
Next: Attribution: With your goals established, and key metrics identified, you now need to ensure that you’ve got an attribution solution in place to help you measure how your app is being discovered, what channels are driving engagement, the effectiveness of paid and organic channels, etc. There are a lot of companies out there dedicated to app analytics, suck as TUNE, Kochava, AppsFlyer, Localytics, and of course, Google Analytics for Apps.
Now that you’ve got your goals, metrics and attribution solution in mind, you’ll want to make sure you have an app that’s actually worthwhile….
Making sure you have an app worthwhile.
I encourage you to first to apply the following litmus test:
*Do you find yourself using your mobile app on a regular basis?
*Does your mobile app provide unique value to your customer, is it good enough to compel them to return to the app time and time again? If the answer is no to either of these questions, you’ve got a lot of work to do.
Furthermore, the simplest test is to review your app ratings. Anything less than a 4 out of 5 is cause for concern. More importantly however, read the reviews, what do you customers love about your app, what do they hate?
*How is your app rated in your respective app store? Have you read the ratings?
This deck will be shared with the audience, along with it, a link to our retail mobile app best practice guide: https://www.thinkwithgoogle.com/collections/mobile-retail-apps-and-sites-designing-better-experience-for-shoppers.html
Here are a few examples of do’s and donts when trying to design the best possible app...
OK, so now you now you’re app is fine tuned, and ready to rock, As marketers, you may now be wondering “OK, now can I invest in marketing my app”...not yet, first, let’s leverage your free/organic channels
Getting discovered on google play: https://support.google.com/googleplay/android-developer/answer/4448378?hl=en
Instore examples: signage, receipts
Email (wayfair - bought gift card, email had app link)
In-Store (verizon go90) - posters, receipts?
Phone (expedia call center)
Mail: bank statement, call to action to install app
Web: ebay: love ebay? Check out our app” banner on top of home screen
ASO: developers guide
Now that you’ve leveraged your organic channels, ...
Let’s explore how we can further accelerate discovery and engagement of your mobile app
Action: understand that engagement matters for long-term profitability.
The way to do this is to understand the user actions that drive high LTV and to engage people in moments that matter to move the needle on these metrics.
The challenges: awareness, discovery, and finding / retaining more of the right users
There are over 1M+ apps in each app store
First: find the right users
Second: drive those users to take actions that matter to your business
Third: re-engage users who aren’t active, drive them back into your app for repeated use over time
Prize: Google gives marketers access to the right customers for their app (relevance matters).
Millions of consumers discover and engage with apps on Google’s exclusive destinations every day (7 1B+ active user products - YouTube, Gmail, etc.), and they’re hungry for apps. This is the frontier for effective mobile app promotion.
https://art-analytics.appspot.com/r.html?uaid=UA-66832971-1&utm_source=aRT-Comscore-2016-Cross-Platform-Report&utm_medium=aRT-clicks&utm_campaign=Comscore-2016-Cross-Platform-Report&destination=Comscore-2016-Cross-Platform-Report&url=http%3A%2F%2Fwww.comscore.com%2FInsights%2FPresentations-and-Whitepapers%2F2016%2F2016-US-Cross-Platform-Future-in-Focus
When it comes to finding the right users...Search is the #1 channel
#1 method of discovering new apps is search - searching on a browser, and searching in the app store
Problem: mobile users are often asking questions that apps can help answer. They’re out in the world doing things -
But marketers still don’t consider Google a go-to place for app promotion.
By being absent from these critical micro moments, marketers miss opportunities to convert potential customers and grow their businesses.
The leading ad channels for app marketing include the following...
In an addition to search, here are the other primary marketing drivers of discovery new apps
Fortunately, there’s now a very easy way to help you market across all of these channels, to right the mobile app users..
Now that you know all of the appropraite channels to drive discovery of your app
We’ve got your back. Millions of consumers discover and engage with apps on Google’s exclusive destinations every day (7 1B+ active user products - YouTube, Gmail, etc.), and they’re hungry for apps. This is the frontier for effective mobile app promotion.
Problem: 17% of users drive 85% of app revenue. This is in part due to the fact that marketers have been slow to focus on engagement beyond the initial install. They’ve been focused on superficial acquisition goals (i.e., installs) instead of deep, engagement ones that reflect lifetime value (LTV).
As a result, customers churn frequently and marketing campaigns are executed inefficiently.
Help them understand how they understand and engage high quality users
What’s cool now is that you can leverage automated bidding solutions to automatically find users who take your desired actions, at or below your target cost per action
Problem: The “leaky bucket”: ~3% of mobile apps are used after 30 days;
Even if you have quality users in your app, you need a strategy for getting them engaged. Users have short attention spans,
and there are lots of other experiences fighting for your customers’ attention
Source: eMarketer, How many apps do smartphone owners use, Dec 2015
Help them understand how they understand and engage high quality users