Although the customer journey may begin with a responsive or mobile website, we know that your most loyal and valuable customers prefer apps. However, don't be fooled—app downloads don’t equal engagement or business success. This session explains the mobile experience lifecycle for apps and how companies are using a range of strategies and tactics to effectively acquire, analyze, and engage app users. Learn what has worked for Adobe customers to improve user acquisition, app store ratings, and in-app conversions.

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Successful mobile engagement strategies that drive results with apps
Ray Pun | Mobile Strategy & Marketing @RayPunSD

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Survey Question
How many of you provide mobile apps
to your customers?
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Agenda: 20 minutes
 Mobile Experience Lifecycle
 App Marketing Trends
 Success Stories
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Mobile Experience Lifecycle for Apps
BUILD
ANALYSE
ACQUIREENGAGE
Consumer Profile
Location
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App Marketing Trends

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Paid media
Owned media
Earned media
None
Base: Use Paid Media for
Mobile Apps (n=187)
Base: Total Respondents (n=239)
Media Used
Social – 78%
Search – 66%
Display – 66%
Video – 50%
Source: Adobe Mobile Maturity Survey, 2015
$3 Billion
US Mobile App Install Ad Spend
* eMarketer, 2015
10%
50%
62%
78%
Marketers use paid, owned, & earned media to drive downloads
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38% 52% 78%
15%
84%
13%
53% 49%
86%
North America
EMEA
Asia Pacific
Media Finance Retail
Source: Adobe Digital Index, Mobile Benchmark 2015
App launches have increased globally (2015 vs. 2014)

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Engagement Challenge: Retention and app usage erodes over time
Source: Adobe Digital Index, Mobile Benchmark 2015
INDEX
100%
MEDIA ENTERTAINMENT FINANCE SHOPPING
1 9949
EROSION OF APP LAUNCHES AFTER THE FIRST USE
(2012 THROUGH Q2 2015)
SOURCE ADOBE ANALYTICS
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General Features
 Free App
 Ticket Management
 Seat Upgrades
 Food Ordering
 Exclusive Video Highlights
Journal
 Game Attendance History
 Photos
Special Offers & Promotions
 Stadium Check-In
 Points Of Interest
MLB.com: “Ballpark” App
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 Released during the 2008 launch of the
Apple App Store
 Watch Live “Out of Market” Games
 Listen to Game Audio Feeds
 Video Highlights
 Archive Games
 Box Scores
 Team Customization
MLB.com: “At Bat” App
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Geo-Location and
Points of Interest
Ballpark & At Bat
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Step 1: Map point of interests and set geo fence
Define geo-fences around stadiums
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Rogers Centre
Latitude, Longitude

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Measure app usage based on stadium proximity
Club
Announced
Attendance
In-Stadium
MLB App Users
MLB App
Penetration
Team A 25,000 4,200 17%
Team B 30,000 3,100 10%
Team C 35,000 2,800 8%
Step 2: Collect location data when app launches
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Now Available to MLB & Clubs
 How are fans consuming baseball content in-venue on mobile devices
 Identify fans who are attending road games
 Ability to message fans in stadium
Results:
 +3M visits to MLB Apps within the Ballpark
 74% of users are watching video highlights
 85% of users are checking scores for other games
Understand Media Consumption in Stadiums
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2009
Version 1.0
2011
Version 2.0
2013
Version 4.0
2014
Version 5.0 (Universal)
2016
Today (6.0)
1.0 1.1 2.0 2.1 2.2 3.0 3.1 4.0 4.1 4.2 4.3 5.0 5.1 5.1.1 5.2 5.2.1 5.3 5.3.1 5.4 6.0
In-App Messaging is a lifesaver for legacy app versions
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In-App Message: Encouraging users to update
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80% of users
upgrade after
seeing
message

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Happy Thanksgiving + Merry Christmas “Extended Hours”
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In-App Messaging can help highlight new features
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Push notifications offer a timely, in-context, feedback experience
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And Actionable Notifications take it to the next level
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Actionable Notifications
Notifications can be so much more than simple messages

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Notifications should be at the heart of your wearable strategy
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Key Takeaways
Analyse app usage
based on location
proximity to
discover new
behaviors
Use in-app
messages to
improve
conversions and
engage users
Track media
campaigns to
optimise acquisition
costs
ACQUIRE ANALYSE ENGAGE
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Ray Pun
raypun@adobe.com
@RayPunSD