mobile gambling summit | keynote: welcome to an appified world - where mobile apps and mobile...
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2
Overview
Apps and Gambling Meet 2
A Quick Intro1
3 Challenges (and Opportunities) in an Appified World
What You Can Do to Succeed4
3
We are the leading app analytics and marketing platform
Our mission is to help our customers
build great relationships with their app users
5,000C O M P A N I E S
28,000A P P S
1.5 billionD E V I C E S
50 billionM O N T H L Y D A T A P O I N T S
“Localytics Marketing
pays for itself. That
rich, personalized
communication keeps
our users coming back
to our apps.”
“In the first month of
using Localytics, we
pinpointed the key
weaknesses in our app
and identified
optimizations to
increase engagement
by 50%.”
5
Localytics is trusted by leaders in every major category
eCommerce
& Retail
Media &
EntertainmentGamesTechnology
Travel &
Lifestyle
6
Where mobile apps meet mobile gambling
Apps Online
Gambling
$10B
App Store
revenue
Mobile
gambling
~$30B
worldwide
Throw out the
online rule book –
the world is now
appified!
New metrics,
different user
behaviour
New ways to build
relationships
Mobile
Gambling
7
Declining growth rates – 9% in
2013 vs. 21% 2012 (MECN)
Pressure on ARPU – now at
~$20 per month for online
Increasing competition globally,
and barriers to entry lowering
Today, online gambling is experiencing a squeeze
8
To reach 40% of total online gambling market by
2018 (ystats)
Users to increase by 100 million by 2018 (ystats)
Revenue to increase from $28bn
to $100bn by 2017 (Juniper)
Nearly 30% of UK survey participants
bet on mobile > 3x a week (Probability)
While mobile gambling is on a growth trajectory
9September 19, 2014
The world’s not just gone mobile, it’s gone APP
In 2008, everyone thought apps were a fad.
They couldn’t have been more wrong.
Apps have become the dominant way we interact
with information.Raj Aggarwal, Localytics CEO
0.01
Jul 08 Jul 09 Jun
10
Jul
11
Jun
12
Oct
13
60
30
15
51.5
60BILLIONDOWNLOADS IN <5 YEARSBY APPLE’S APP STORE
DOWNLOADS
(in billions)
Apple, 2013
Nielsen, 2013
OUR APP- ETITE IS GROWING.
35
70
1
0
5
1
4
0
20
13
20
14
Time Spent with Apps
Time Spent with Mobile Web
2013 2014
60.3 MIN.PER DAY THE
AVERAGE TIME THE
US CONSUMER
SPENDS ON APPS.
00:22
The amount of time the average
USmobile consumer
spends per day with
apps:
22 MIN.PER DAY THE AVERAGE
TIME THE US
CONSUMER SPENDS ON
THE MOBILE WEB.
Nielsen & Comscore, 2014
ABI Research, March 2013 & Portio Research, March 2013
$92BILLIONPROJECTED GLOBALAPP REVENUE BY 2018.
$27B
2016 2017 2018
$63B
$92B
18
Turn the following mobile challenges into opportunities
1
2
3
4
Retention: Keep them using your app
Engagement: Segment -> Engage -> Convert
Acquisition: Cost-effectively get onto customers phones
Cross-channel: Do all of above in an cross platform world!
19
Acquisition is not just about ‘buying’ users…
…it’s about targeting the right ad sources and users so
you buy the highest value users.Mobile Marketing Magazine
Only 21% of consumers believe online
gambling companies are targeting the
right audience with their marketing.
20%OF USERS ONLYOPEN AN APP ONCE.
Localytics, 2014
Users are picky.
Engaging them
requires a data-
driven approach
50%LIKELIHOOD AN APPUSER WHO DOESN’TRETURN TO A GAME WITHIN 12 HOURSWILL NEVERRETURN.
Localytics, 2014
Users are also fickle.
Retain them by building a
relationship with marketing tools
25%INCREASE IN IN-APPPURCHASES BY LOYAL USERS VS. AVERAGEUSERS.
Localytics 2012
It’s worth investing
in these tools
TOP 7 REASONS WHY PEOPLEUNINSTALL MOBILE APPS*
*AS A % OF ALL RESPONDENTS.
EACHPARTICIPANTMENTIONED
THREEREASONS.
Appiterate, November 2013
But be smart about your marketing, especially automation!
25
Making the most of an appified world
1
2
3
4
Use mobile messaging tools to build relationships
Segment, segment, segment
Actively track ad attribution & focus on your most
profitable channels
Target the individual user to create a personalised and
contextual app experience
26
Attribute by ad source and campaign to optimise spend
Return on ad spend
needs to be justified
and optimized
• Clicks and new
users not enough
• Measure LTV and
events by ad
source and
campaign
You probably spend
LOTS on acquisition
directly and with ad
networks
93 percent of
marketers say if
they could
effectively measure
mobile ad
performance they
would run more
cross-channel
campaigns
Forrester 2014
28
Communicate directly with in-app & push messages
Push
messages
are great for
reminding
to bet again
or give the
latest score.
In-app
messages
are great
for prompting
users to
make a
purchase
29
Use Net Promoter Score (NPS) surveys to get feedback
Localytics pioneered the Net Promoter
Score (NPS)
Capture quantitative and qualitative
feedback
Segment users by NPS score to
understand drivers of Promotion vs.
Detraction
Execute further campaigns for Promoters
(e.g. Rate My App) and Detractors (e.g.
educate on feature usage)
The power of push is real!
We’ve seen gambling
apps with 110% more
app launches!
Some gambling
customers see on
average 50 app
launches per month
for Push users. Localytics 2014
Segmenting users on similar attributes and actions defines your personas &
informs marketing campaignsand has a major impact on ROI
vs. 7% of segmentedpush messages that are regularly opened.
Only 3% of broadcast push messages are opened.
Localytics 2014
54%
15%
Only 15% of
people who click
on a generic push
message convert.
A staggering 54%
of people who click
on a segmented
push message end
up converting.
Segmentation and conversion go hand-in-hand
Localytics 2014
Create an integrated, user-centric approach to
analytics & marketing
• RICHER TARGETING
• PERSONALIZATION
• INTEGRATED
CUSTOMER
EXPERIENCE
TOMORROW
London, UK
iOS
Acquired from Facebook ad
Last bet 2 weeks ago
Segment: Users who favouritedteams
Understand your customers deeply
Male
…AND GIVE USERS WHAT THEY WANT
Personalised offers or getting users to
personalise their app experiences, e.g.
selecting their favourite football teams or
tracking horse races they are most
interested in, will create more engaged
customers.
68% OF CONSUMERS SAY IT IS
SOMEWHAT OR VERY IMPORTANT
THAT COMPANIES THEY INTERACT
WITH ARE SEEN AS A TECHNOLOGY
LEADER.
SO …
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