Mobile app product development and mobile marketing at Emesa. Emesa bv is already generating more than 50% of usage and margin through mobile.

1. Search Marketing Thursday
Mobile product development & Mobile marketing

2. Tim Akkerman
Head of mobile
Topics:
 About Emesa
 Mobile status
 Product roadmap
 Mobile marketing
 Push deepdive
 Deeplinks
 Key take away
 Tools
@Tim_Akkerman
Linkedin.com/in/timakkerman
Alison Konijn
Mobile CRM Marketeer
Linkedin.com/in/alisonkonijn

3. About Emesa

4. Emesa is the largest e-commerce company for searching, comparing and booking travel and leisure packages
in the following categories:
Holidays - Other accommodations - Hotels - Night out - Day out - Beauty - Restaurants – Products - Sports
Emesa has a rich portfolio of websites, including Website of the Year 2014:
VakantieVeilingen.nl
VakantieVeilingen.be
ActievandeDag.nl
ActievandeDag.be
Consumer spending 2015: > 100 Mln.
Winners 2015: > 2 Mln.
Employees: > 180

6. Mobile status

7. Users Margin
App
Responsive
Website
App
Responsive
Website
¼ of all users are responsible for almost 50% of all margin

8. Users Margin
App Responsive
Desktop
App Responsive
Desktop
Responsive
Phone + Tablet
Responsive
Phone + Tablet
½ of all web traffic comes from mobile devices, but margin on these devices is low

9. Users Margin
Mobile
Device
Desktop
Mobile
Device
Desktop
Almost ¾ of all users and margin comes from mobile devices.
Or more interesting: only ¼ of all users and margin comes from desktop.

10. Product roadmap

11. H2 2015H1 2015
Back to flat design

12. H2 2015H1 2015
Back to flat design

13. H1 2015 H1 2016 H2 2016H2 2015
App product development from 2015 to 2016 (clean and simple)

14. Results into a 5 star rating

15. Ask for customer feedback

16. And tag this feedback to fill up the backlog

17. Design and develop UX improvements based on customer feedback

18. Once a month we launch a new version of the app
The new version always contains customer feedback

19. Mobile marketing

20. H1 2015
(Direct)
E-mail
Search
Social
H2 2015
(Direct)
E-mail
Search
Social
Push
Mobile marketing focus channels

21. 0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
Desktop Mobile web App
Direct
E-mail
Search
Social
Conversion per platform

22. Mobile Marketing channels (2015)
Traffic origin
0%
5%
10%
15%
20%
25%
30%
35%
40%
May Jun Jul Aug Sep Okt Nov Dec
Mail
Push
Social
Search
Introduction Push

23. Direct
78%
E-mail
17%
Social
4%
Search
1%
H1 2015: Most users open the app directly

24. Direct
46%
Push
34%
E-mail
17%
Social
2%
Search
1%
H2 2015: Push is taking over half of Direct traffic
Meaning the channel Push is guiding the user to the right location in the app.

25. Push possibilities

26. Introduction Push marketing
Totale berichtgeving app
Total communication app
Push notifications:
- User must be opted-in
- Leads user into the app
- Relevant and segmented
Messages within the app:
- User doesn’t need to be opted-in
- Use for service messages

27. Push notification

28. In-app message

29. Message center

30. Location based targeting

31. Push notification winners

33. User in control

34. Deeplinks

35. E-mail
In the context of mobile apps, deep linking consists of using a uniform resource identifier (URI) that links
to a specific location within a mobile app rather than simply launching the app.

36. Search
360 link?
App indexing?
With the use of 360 deep links in your paid marketing channels and App indexing in your non paid
(/organic) marketing channels, the user will always be guided into the app (when the app is already
installed), and will be redirected to the mobile website (when the app is not yet installed).

37. App indexing
App indexing?

38. App indexing & Mobile
remarketing with GDN
Analytics audiences
Step 1: A user finds your app in Google.
Step 2: The user opens the app and is added in
Analytics Audiences (the user is tagged).
Step 3: This information is used in the Google Display
Network (GDN), so the user can be retargeted.
Step 4: The user sees the display in another app and is
redirected back into the app with the use of the right
deeplink.
Result: App to App linking without the web involved.

39. Marktplaats
App indexing?
App indexing?
App indexing?

40. Bol.com
360 link?
App indexing?

41. NU.nl
App indexing?

42. Travelbird
360 link?
App indexing?

43. Thuisbezorgd
360 link?
App indexing?

47. Thanks!
Questions?
@Tim_Akkerman Linkedin.com/in/timakkerman Linkedin.com/in/alisonkonijn