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NYC Feed Your App Breakfast
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Transcript of NYC Feed Your App Breakfast
![Page 1: NYC Feed Your App Breakfast](https://reader031.fdocuments.us/reader031/viewer/2022022123/58a57f431a28ab36768b6cff/html5/thumbnails/1.jpg)
Mobile Engagement: Crisis or Opportunity?Josh Todd, CMO@JoshToddMKT
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Agenda• Mobile Engagement Crisis
• App Lifecycle
• Special Focus: App Retention
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3
How did we get here?
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OUR APP-ETITE IS GROWING.
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51 MINs
3 HOURSAMOUNT OF TIME PER DAY THE AVERAGE US MOBILE CONSUMER SPENDS WITH APPS.
00:22
The amount of time the average US
mobile consumer spends per day with
apps:
AMOUNT OF TIME PER DAY THE AVERAGE US CONSUMER SPENDS ON THE MOBILE WEB.
eMarketer, 2015
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51,000
APPS ARE DOWNLOADED FROM THE APPSTORE EVERY 60 SECONDS.
Domo, 2015
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Nielsen, 2014
41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.
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This is all great, BUT…
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22%THE PERCENTAGE
OF USERS WHO ONLY OPEN AN APP ONCE.
Localytics, 2015
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Forced social logins
Privacy concerns
Intrusive ads
Bad UI/UX
Freezing
Complex registration
Annoying notifi-cations
19%
23%
29%
42%
48%
68%
71%
TOP 7 REASONS WHY PEOPLE UNINSTALL MOBILE APPS*
*AS A % OF ALL RESPONDENTS.
EACH PARTICIPANT MENTIONED
THREE REASONS.
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We are on the verge of a Mobile Engagement crisis
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▪22% of apps are only used once▪35% of push messages are not segmented▪50% of people already view push as annoying▪50% of people opt-out of push▪The most popular metric for determining mobile success is “views/traffic to my app”
All signs point to tipping in the wrong direction
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How do we shift toward the right path?
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App Lifecycle
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Use the lifecycle as an organizing framework for engagement
Keep it simple
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ACQUIRE
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App Store Optimization
Gain visibility in app store
searches
Optimize your app
store listing
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Organic Channels – Website Redirect
Redirect mobile website traffic
to your app
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Organic Channels – Email
Encourage email subscribers to
download your app
53%of emails are opened on a
mobile device.Source: Litmus, 2015
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Organic Channels – Social Media
Promote your app on social platforms
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Paid Channels – Mobile Ads
Source: Litmus, 2015
Work with a mobile advertising company
to place targeted ads in other apps
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NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME A USER.
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Source: Localytics, 2015
Of users only use an app ONCE.
22%
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Source: Localytics, 2014
54%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.
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Paid Channels – AttributionAd networks must be connected to downstream
metrics
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ENGAGE & GROW
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Maximize user value through engagement
Segmentation
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(your entire userbase)
Sports Content App
Segment your audience
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3% of broadcast push messages are clicked
7% of targeted pushmessages are clicked
15% of users converted 54% of users converted
Broadcast: Targeted:
Segment your audience
vs
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Imagine an app with 100,000 users
Segment your audience
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3% of 100,000 users =3,000 opened messages
7% of 100,000 users = 7,000 opened messages
15% of 3,000 opened messages =
450 converted users
54% of 7,000 opened messages =
3,780 converted users
Segment your audience
vsBroadcast: Targeted:
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Maximize user value through engagement
Channels to the customer
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Simple engagement deceivingly complex
Push Messag
e In-app Messag
e
Customer Profile
Database
Dynamic Messaging for Personalization
CTA tracking: Engagement, Conversion,
Retention etc.
Push Tracking: Viewed / Open /
Clicked
Audience Qualificati
on
Event behavior tracking
Deep linked via key value
pairsMessage A/B Test
Scheduling Automation to
send at right time
Custom HTML for
In-app message
Influence on Engagement,
Conversion, Retention
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Bring them back and keep
them engaged with Push
Motivate inactive users to return to your app with
targeted, carefully timed, and well-written copy
171% MOREUsers with push enabled have
app launches.
Source: Localytics, 2015
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Increase Push audience, increase success
52% of app users have push enabled on their
phones
Industry Averages
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Increase Push audience, increase success
52% of app users have push enabled on their
phones48% of app users don’t
have push enabled on their phones
Industry Averages
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Bad Example-Ask them to opt in immediately after launching the app for the first time
Increase Push audience, increase success
(first launch)
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-Welcome your users with a sequence of introductory, how-to screens to show value
Increase Push audience, increase success
Good example
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Good example-Welcome your users with a sequence of introductory, how-to screens to show value
-THEN, ask them to opt in with a unique, well-designed in-app message
Increase Push audience, increase success
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In-App Messages – Drive Conversions
Move users further along funnels to ultimate in-app
action with beautiful, branded, in-app creatives
4X HIGHERIn-app messages presented
based on an event have
conversion rates.
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Remarketing – Reaching Existing Users
Source: Litmus, 2015
Show current users ads based on how they’ve
previously engaged with your brand
Great for reaching the
who opt out of push notifications48% OF USERS
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Email – Cross Channel Marketing
Treat users with richer, longer form content
Source: Copyblogger, 2014
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RETAIN
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5 years ago…
the world was awash in Big Data
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Data Scientists to the Rescue
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Apps Create a New Opportunity
Apps generating massive amounts of
data AND have marketing channels
embedded
Advances in computing have made machine learning more
accessible
Users demand better experiences
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50
Jon Scheldrick, Product Manager, Mobile, VimeoZac Aghion, Director of Product, Localytics
Special Focus: Retention
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Thank you