how to get the most out of mobile marketing technology

How to get the most of mobile marketing technology

Hugh Reynolds, Co-Founder [email protected]

(and build a better customer relationship)

Ubiquity

LOCATION AND ADDRESSIBLILITY Loca-on + Addressability

TECH ECOSYSTEM

THREE PILLARS

Acq

uisit

ion

Ana

lysis

Engagement

The three pillars

Jargon

COMPONENTS OF THE STACK

Iden-ty

Marke-ng Database

Analy-cs + Data Management PlaAorm

ailable tools

Segmenta-on

Decision Engine

Available tools

17 17

email Push notification / SMS

In-App Message In app inbox

Deep-link

User Experience changes

iBeacon

A REAL WORLD ANALOGY

Real-‐-me engagement

Private & confidential © 2014

Value exchange


Personaliza-on

Real World Example: Tagged

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•  Increase average app store ra-ng from 2.3 to 4.2

•  Deliver surveys (driving new users to engaged users)

Real World Example: Gaana :

•  Drive users to ‘subscrip-on only’ features during app trial, showing inters--al messages promo-ng these features

•  Drive over 250k users to new features

•  Deliver click-‐thru rates > 10%

25

Real World Example: Space Inch

•  Target English Speaking, engaged users who had progressed beyond level 14 and s-ll spend no money in game.

•  Deliver 12x ROI and 5% li\ in revenue in a single campaign.

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Lets try this together

29

46% of 18-‐34 year olds name mobile as ‘primary screen’

Nov 2011 – 14% Jun 2013 – 36%

Mobile growth

“Joe is a new OpenTable user. The app was recommended to him by a friend. He starts the app and skip through to the good stuff… then quickly become confused. Is the app free? What happens when they book something – hmm he reckons he’ll come back to this later…”

The bounced user

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“Joe uses the app a lot but books only infrequently. He searches and researches far more than he books. Some-me he checks out availability for a specific -me but does not make a booking.”

The window shopper

32

“Joe has missed a bunch of reserva-ons, it’s a problem for Joe to remember his dates but we don’t want to bug everyone just because Joe is forgeAul”

The forgeAul diner

33

“Joe was a frequent user but has not been seen for quite some -me. We do however know what kinds of foods Joe likes. We also know that he booked a lot of meals in restaurants tagged as Roman-c. He’s based in SF, has eaten in Café Bas-lle and falls into our urban professional segment”

The churned power user


Lets try this together

2 Diners at the end of the meal. Who have not asked for

check

For: segment

Offer desert – men-on the

item that’s your favourite

Both say no? Ask “anything

else” and Supply the Bill

Both say yes?

Take order and deliver

Offer coffee to 2nd diner

y

n

n y

Thanks and “hope to see

you next -me”

Bill over $100?

Offer free coffee to 2nd

diner

y

n


Bounced Window Shopper

ForgeAul? Lost?

Engagement TacGcs & RecommendaGons

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“Joe is a new OpenTable user. The app was recommended to him by a friend. He starts the app and skip through to the good stuff… then quickly become confused. Is the app free? What happens when they book something – hmm he reckons he’ll come back to this later…”

•  IN APP JIT TUTORIAL FOR “STALLED USERS” •  PUSH CAMPAIGNS FOR “STALLED USERS” •  DRIVE FIRST BOOKING CAMPAIGN FOR “NEVER BOOKED USERS”

•  IN-‐APP CAMPAIGNS / OFFERS


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“Joe uses the app a lot but books only infrequently. He searches and researches far more than he books. Some-me he checks out availability for a specific -me but does not make a booking.”

•  RECOGNIZE WHEN JOE IS WINDOW SHOPPING AND USE REAL TIME IN APP MESSAGES TO INFLUENCE HIM TO BOOK HIS TABLE

•  DRIVE REPEAT BOOKING BEHAVIOR WITH “LIGHT BOOKING USERS” •  IN-‐APP CAMPAIGNS FOCUSING ON POINTS AND PERKS •  A/B TEST AND OPTIMIZE THE CONTENT

•  DRIVE BOOKING BY SHOWING SPECIFIC PROMOTIONS TO JOE


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“Joe has missed a bunch of reserva-ons, it’s a problem for Joe to remember his dates but we don’t want to bug everyone just because Joe is forgeAul”

•  USE A PUSH TO REMIND “FREQUENT NO-‐SHOWS” ABOUT UPCOMING RESERVATIONS •  DEEPLINK FROM THE PUSH TO THE SPECIFIC RESERVATION


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“Joe was a frequent user but has not been seen for quite some -me. We do however know what kinds of foods Joe likes. We also know that he booked a lot of meals in restaurants tagged as Roman-c. He’s based in SF, has eaten in Café Bas-lle and falls into our urban professional segment”

•  REENGAGE JOE USING A COMBINATION OF FEATURE AND OFFER PUSH MESSAGING •  VALENTINES DAY PROMOTION •  PROMOTE PAY WITHOUT THE WAIT TO JOE.

•  TARGET JOE WITH EMAILS TAILORED TO HIS OT POINTS BALANCE •  USE DEEPLINK FROM EMAIL


Thanks – [email protected]

how to get the most out of mobile marketing technology

Marketing