This document discusses improving customer engagement through mobile strategies. It provides tips for building a mobile strategy, including starting with a clear strategy and goals, defining the target audience, selecting the right mobile environment like sites or apps, choosing devices, using APIs, focusing on data security, and taking control of security. It also discusses building a mobile customer strategy through customer acquisition, loyalty, mobile commerce, and customer experience.

1. WE CO NCEP T, D ESI G N & CODE EMOTIONS
© C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I

2. © C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
HOW TO I MPROVE
CU STOM E R ENGAGEMENT

3. AGE NDA
> WHY MOB ILE C USTOMER ENGAG EM ENT?
> BUIL D A MO BILE STR ATEGY
> BUIL D A MO BILE CUSTOMER STRATEGY
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Susanne Böck
Managing Director Webmedia7 Middle East FZE

4. W E C O N C E P T D E S I G N & C O D E E M O T I O N S© C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
WHY CUSTOME R E NGAGEM ENT ?
There are 1,2 million apps in the app store and over 1,0 million
in the google play store… two-thirds of those apps have never
been downloaded…
The avarage smartphone user has 65 apps installed
but only uses 15 apps in a week…
85% of social gamers quit playing after the first day…

5. WHY ARE US ERS DI SSAT ISF IE D W I T H A P P S?
The app crashed or displayed an error 22,67%
It was too slow to load 16,44%
It didn’t function as expected 22,22%
It had a poorly designed interface 12,89%
It drained my battery 13,33%
It required a network conncection 8,89%
Others … 2,22%
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6. BUILD A MOBIL E STRATEGY
7
Steps
… for building a Mobile Strategy

7. 1. START WITH A CLEAR STRATEGY:
Define Mobile’s Purpose Within Your Organization
Identify the concrete goals of your mobile marketing efforts…
•What role does mobile play in our overall strategy?
•What are our tiered priorities for mobile?
•How can mobile drive cross-channel activity?
•What is our timeline and internal readiness for mobile?
•How will we measure mobile success?
•…
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8. 2. DEFINE Y OU R TAR G ET AU D I ENCE
Again, this step should not be undertaken without considering the whole picture.
• Which demographic does your company already market to?
• Are you hoping to widen your audience? Or narrow your focus to just one segment of it?
• What is the online behavior of the target audience?
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9. 3. SELECT THE RI GHT ENVIRONMENT
Understand the Benefits of Mobile Sites Versus Mobile Applications
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10. 4. CHOO SE THE DEVICES
Study usage patterns to drive platform support
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11. 5. USING AP IS TO A CCELERATE INNOVATION
> And to deliver seamless user experience
• Application Programming Interfaces (APIs) encapsulate back-end
information systems
• APIs also open enterprise resources to third-party developers
• … but make sure APIs are secure
> API Backend as a Service (Baas)
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12. 6. STAY F OC USE D
• The device is one thing, but managing information everything…
• Data is the heart of every enterprise mobility strategy!
• One of your highest priorities should be thinking about the secure and
efficient probability of content or data in any given context (location,
network characteristics)
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13. 7. TAKE CONT ROL WI TH AN EN D -TO -EN D
SECURITY STRATE GY
• Leveraging security standards
• Take advantage of the different types of security solutions available rather
than building your own.
• Balancing security with user experience
• Mobile security works best when it doesn’t infringe on the intuitive user
experience of the platform itself
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14. BUILD A MOBILE CUSTOMER ST RATE GY
… for building a Mobile Customer Strategy
4
Steps
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15. 1. C USTOM ER ACQUISITION
• Before launching an App
• Choose a good name
• Choose the right category in the app stores
• Create an amazing icon
• Take great screenshots and write a good description
• Build a great Landingpage
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16. • After launch…
• Push for as many downloads as you can get in the first days after the launch
• Sign up for an analytics app (Flurry, Apsalar)
• Get features
• Reach out to media
• Encourage users to rate and review the app and to share on social networks
• Paid promotions
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1 . CUSTOMER ACQUISITION

17. OTHER WAYS TO GROW TRAFF IC AND APP DOWNLOADS
• Offline:
• Use QR Codes
• Online:
• Create a mobile Google+ page
• Create a mobile banner add campaign
• Launch an SMS campaign
• Integrate your social media campaigns with mobile
• …
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18. 2 . CU STOMER LOYALTY
• … increase customer adoption, frequency, and share of wallet through content,
utilities, gamification, rewards and messaging.
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20. HOW TO BUILD A MOBILE OPT IM I ZE D M A I L I NG C A M PA I GN
• Mobile Email Checklist:
1.Email width:
stay under 600 pixels for
android… Suggested are
320 to 550 pixels
2.Create tappable calls to
action:
Eye-catching, in center
and tappable, with a
minimum size of 44x44
pixels
3.Layout:
Only single column
4.Finger targets:
Increase font size, line
spacing, button sizes and
white spaces
5.Visibility of call to actions and links:
As mobile devices don’t support hover
states, make sure your links, buttons, etc.
are clearly visible
6.Coding methods:
Chose responsive or
Scalable email coding
standards
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21. INCLUDE A CALL-TO-ACTION IN THE PREHEATER
„GE T F REE SHIPPING ON SUMMER ESSENTIALS“
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22. A G REAT DESIGN DRIVES CUSTOMER LOYALTY
• Focus on the details
• Incorporate your brand
• Remember that a mobile device is not a „mini PC“
• Design for the platform and the phone
• Customize for your users
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23. 3. MO BILE COMMERCE
• … enable customer to easily place orders and make
purchases through mobile website and mobile app
• Integrate a customer loyalty program
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24. DeelioZ Punchcard
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25. 4. CUS TOMER EXPERIENCE
• = Service & Support
• … provide easy access to product details, location, and
availability. Also provide direct access to customer service
with click to call, email, and case logging
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26. RELE VA NT STATISTICS
Metric #1: Loyalty – DAUs/MAUs
Metric #2: Retention and Churn
Metric #3: Engagement Index
Metric #4: Lifetime Value
Metric #5: User Acquisition ROI
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27. T H A N K Y O U V E R Y M U C H F O R Y O U R AT T E N T I O N .

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31. E XPERTI SE
C O N C E P T D E S I G N C O D E M A R K E T
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