Mobile Web & App: The World of Opportunities

Kashif Khurshid

September 2015

WAW Houston

Cover the following…

1. Survey- Behavior on Mobile App2. Mobile Apps Matter!3. Lifecycle of Mobile Marketing4. Tagging (App vs. Web)5. Mobile Marketing Channels (App vs. Web)

– Mobile App Marketing Tips– Mobile Web Marketing Tips

6. Mobile Success Metrics– Mobile App– Mobile Web

Mobile App Content Consumption

Why Mobile App Matters?

• Apps play a key role in our daily “micro-moments” • I-want-to-know

• I-want-to-go

• I-want-to-do

• I-want-to-buy

• Complements the brand by:– Connecting to an offline experience

– help connect a brand with its loyal customers

– drive e-commerce

Mobile Life Cycle

1. Development

•Responsive design

•Speed | User interactions

2. Tagging

•Web: JS

•Apps: SDK’s

3. Marketing

•New Channels

•New Methods

4. Optimization

•Web Metrics

•App Metrics- lifecycle metrics

Additional

Considerations:

1. Location

2. Personalization

3. New Devices:

• TV’s

• Watches

• Activity bands

• Gaming Devices

• Wallets

• Glasses

Mobile App Tagging

Mobile Web: (JS code)

• May work with the current analytics implementation

• Placement: Applied at template level or page level

• Custom tagging- specific

• Metrics: Use standard metrics plus device classifications

Mobile App Tagging: (SDK’s)

• Requires installation of app library (swift and java)

• Placement: Mobile tracking code is generally placed in a common place

• Custom tagging- specific

• Metrics: App’s are measured by lifecycle metrics

Unlike web tracking, the Analytics Mobile SDK uploads activity signals in batches, both to conserve the device's radio and to handle periods of offline user activity.

Mobile App Tips

Make your app engaging by offering Discounts or Bonus Content

• Turning into a Habit

• Other uses: notifications of new features or user interests

Create two-way communication:

• Consider building in-app communication tools to make it easy to submit feedback inside the app

Rely on A/B testing and analytics for optimizing both the in-app experience and all marketing interactions

Marketing automation: mobile apps is about engagement, retention, and lifetime value (Web = lead nurturing)

Marketing: Early movers advantage as many of the marketing tactics are not being leveraged fully

Mobile Marketing Channels

Mobile Analytics

Mobile App

Task specific: retail, travel

Content: Magazines

ASO SearchIn-App

conversion/ promote app

Digital RadioVideo:

YouTube

Games Social

Mobile Web

Smart Phones

Tablets

SEO Social EmailText

Messages

Others

Wait…What was that Again?

Mobile App Store Tips

App Store optimization (ASO)

1. many app publishers completely neglect the importance of their app’s:o Title

o Keywords

o Descriptions

o Logo

o Category

o Screenshots & Video demos

2. Request for positive reviews from satisfied users

Only 40% of smartphone users browse for apps in app stores

Mobile App Search Tips

Source: https://www.thinkwithgoogle.com/articles/mobile-app-marketing-insights.html

Mobile App Marketing Tips

Other Ways: in an app social sites YouTube video

surfing a mobile website

Search,

push notifications Digital radios (i.e.

Pandora)

Mobile App Ad Providers

Mobile App Advertising Platform:

• AdMob- Owned by Google

• Flurry- acquired by Yahoo

• Millennial Media- one of the first mobile advertising networks (both publishing and advertising features to market App)

• Adfonic- care about performance with a 95% promise fill rate (for giant advertisers)

• Chartboost- dedicated for gaming ads

• Others: Aditic, AdColony, AMoAd, Domob, InMobi, JumpTap, MdotM, MobFox, & more…

Mobile App Marketing Metrics

• CPM- cost per 1000 impressions (no objective tied to it)

• eCPM- earnings from every 1K impressions

• Fill Rate- ad space being filled by Ad network. If left blank, a black screen will appear in addition to loss of Ad revenue

Other Key App Metrics:• Downloads • Installs• Load time & Crashes

• Visits & Repeat Visits• Pathing- screen tracking• Conversion Activities

Mobile Key Performance Indicators

• Mobile Web:• User Objective: comparison, coupons,

reviews, product info, etc.

• Goal: Responsive design for casual users.

Same experience with different packaging

• Key Metrics:

• Traffic sources

• Site Sections

• Bounce rate / contact us

• Conversions

• Mobile App:• User Objective: ability to complete tasks

• Goal: Create habits and tap into

personalization capabilities of the device

• Key Metrics:

• App downloads

• Active users vs. repeat users

• Load time / crashes

• Conversions

Gauging Success Between Web and App

Mobile Marketing Channels

Mobile Analytics

Mobile App

Task specific: retail, travel

Content: Magazines

ASO SearchIn-App

conversion/ promote app

Digital RadioVideo:

YouTube

Games Social

Mobile Web

Smart Phones

Tablets

SEO Social EmailText

Messages

Others

Mobile Web Conversion Rate

Mobile SEO Tips

Users Expectations: There is urgency, Low engagement tolerance, & Local intent

What’s Different on Mobile:

• Localization: Ranking is heavily influenced by location (submit to google mybusiness)

• Voice Search: use Conversational tone

• Responsive design for Visual content (image and videos)

• Meta tags: keep them under 60 characters (title & alt tags)

• Page load time (googles page speed insight tool)

• Basics: redirects (301), Sitemaps (xml), simple design

One in every four searches happens on mobile, with 50 percent of mobile searchers using their device at the start of the search process and 88 percent using smartphones to conduct local searches

Mobile Social Tips

Social Media Guidelines:

• Best Practices for hashtags: • no more than 3 hash’s

• first one being you own

• comment with additional hash clouds

• Content should be:• Human

• short (80 characters max)

• shareworthy (relates)

• actionable (click, share, respond)

• Measure- optimize by understanding:• social metrics (likes, shares, follows)

• influence on site metrics (visits, engagement, conversions)

Newsfeeds and sharing are King

Mobile Email Tips

• Message should look great on small (600 pixel-wideversion) and large screen

• The subject line plus pre-header should deliver a one-two punch

• Use all 80 characters shown in the mobile inbox to entice your readers

• test email copy and optimize at the time of send with a 10/10/80approach

The subject line plus pre-header should deliver a one-two punch

Mobile Text Message (SMS) Tips

1. Build a mailing list with legally acquired, permission-based subscribers

2. Clearly communicate the content and frequency of texts3. Document and save opt-ins and messaging permissions4. Avoid text distribution too early in the morning, too late in

the evening or during rush hours5. Build a campaign that adds values to the customers lives6. Real power is in in MMS messaging– Instead of sending 160 characters of plain text, you can send

video, images and audio

Steps for a successful campaign

Mobile Key Performance Indicators

• Mobile Web:• User Objective: comparison, coupons,

reviews, product info, etc.

• Goal: Responsive design for casual users.

Same experience with different packaging

• Key Metrics:

• Traffic sources

• Site Sections

• Bounce rate / contact us

• Conversions

• Mobile App:• User Objective: ability to complete tasks

• Goal: Create habits and tap into

personalization capabilities of the device

• Key Metrics:

• App downloads

• Active users vs. repeat users

• Load time / crashes

• Conversions

Gauging Success Between Web and App