Stream:20 | Mobile engagement tools and optimisation
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The right mobile engagement is key. A personal mobile phone is a vary valuable asset to any person - a true 1-2-1 user engagement platform. This presentation highlights the types of engagement linked to mobile phones and how to optimise these possibilities as well as use them to their full potential.
Transcript of Stream:20 | Mobile engagement tools and optimisation
Mobile Engagement
Mobile Landscape• Mobile phones are often the most consistent
feature of anyone's day
• Highly personal device• Truly 1-2-1 relationship
18 mins per day
25 mins per day
Mobile Landscape
• For many it’s their most prized possession
– 70% of people would give up alcohol – 22% would give up their toothbrush– 33% would rather their phone over sex
• Time spent– on average about 2 hours per day
12 mins (4th place)
Mobile Landscape
• If we consider mobile apps
– 17.1 million iOS / Android devices activated on Christmas Day
– 328 million App downloads on Christmas day
– 25th – 31st Dec 1.76 billion Apps downloaded(Flurry Jan 2013)
• Use of Apps– 5-7 Apps per day
• Time in Apps – 94 mins spent in Apps per day
Optimizing Time
With all this time spent on mobile and within Apps engagement and the right engagement is key
Mobile Engagement
• Types of engagement;
SMS QR/Short codes
Mobile Credits / Vouchers
Push Notifications
Augmented Reality
Mobile Engagement
SMS
• Oldest • Traditionally crude• Internal data or 3rd party
• Geo – fencing– Football grounds– Cheltenham & Paddington– Retail – targeting in store
• Demographic• Interest based• Trackable shortened URLs • Video and image which increase engagement
and interaction
Mobile Engagement
QR & Short Code
• Can be used to unlock interactive content
• Great way to open up a channel of ongoing communication
• Multi nodal short codes – free and users can call or text
• Great for feeding peoples interest / curiosity / participation
• Also, gaining new insights – how and where people are interacting with brands
Mobile Engagement
Augmented Reality
• Using apps like Blippar• Placing brands in users hands• Driving action and participation• Trackable – ability to measure a
previously quite assumption based media (outdoor)
• Geo location – serve different content to Blipps
• Highlights effectiveness of mobile beyond direct response
• Many traditional SMS partners are building outfull engagement platforms
Mobile Engagement
Mobile Credits & Vouchers
• Passbook for iOS• Pass Tools API - manage and
administer direct to phone
• More and more suppliershave solutions for multi device
• Reward customers with creditdirect to their phone (contract or pay as you go)
• Alternative to vouchers, extension of cash back• Measure redemption through to purchase
Mobile Engagement
App push notifications
• It’s competitive• It’s personal• It’s fickle
90mil iOS APP downloads in UK
99mil Android APP downloads in UK
80 Apps number downloaded per
device
94 mins ave time spent in apps per
day
1 Month – “Appathy”
“Appathy”
• Reducing Appathy = more revenue• Generally perceived that an App user
is more valuable• Ladbrokes – mobile app users paid
back in half time v desktopIncreased play frequencyHigh proportion of VIP
• Fab recently quoted“mobile users purchase 20 per cent more items per order than PC customers, with 30 per cent of total sales now coming from its mobile apps ............. People who use Fab’s mobile apps convert to purchasers more than twice as often as web-only users and they purchase twice as often “ (Mobile Marketing Magazine)
Avoiding Appathy
Push Messaging• Drive App engagement• 4x increased in App engagement
Critical81% of app
usage
Important67% of app
usage
Essential74% of app
usage
Impact of engagement
540% 3x
30% 20%
Increase in daily user sessions
Faster response time than email
Increase in social sharing (Facebook & Twitter)
Increase in total mobile orders
Push notifications
• Traditional push• The flow above; Message appears on phone
home screen > user opens > sent to a deep link in the App
• Permission based – user has agreed to have their interaction interrupted
In App notifications
2 messaging formats – MPU style and banner style (header or footer)
Messages are built in HTML therefore greater visual appeal
Messaging lends itselfto greater creativityand morerepresentative of thebrand. More cohesivereflective of widercommunicationsThese can bebroadcasts ortriggered in responseto actions
Engagement
Types of messaging
• Breaking news• Behaviour based – based on insights• Social sharing - reward social sharing• Feedback - Use messaging to collate feedback
in App store / surveys/ collect emails• Event led / geo targeted – drive in store• Triggered – based on user interactions with the
App• Vouchers and promotions
However ....
Engagement is only as effective as its relevancy
•App engagement will only work if super relevant, to be relevant you need data•Also promotions, but only promotions that are engaging and relevant
Timeliness
Creative / Content / Promotions
DR focused Personalized to user interest
Engaging (strong considered copy, easy to follow)
Messaging
Behaviour & usage insights Segmentation Preferences
Relevancy
Data
