how to master your mobile engagement toolkit
TRANSCRIPT
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June 16, 2015
Master Your Mobile Engagement Toolkit
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Topics
Why mobile engagementTools in the toolkitThe engagement lifecycleExamples
Bill SchneiderDirector of Product MarketingUrban Airship
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We’ve reached the mobile majority
Source: Nielsen Q4 2013 data
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Mobile’s growing influence on sales
Source: Deloitte Digital “Navigating the New Digital Divide”
“We see both digital and mobile influence growing by double digits, with mobile growing faster than digital.”
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Bridge the digital and physical world
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Acquisition costs are rising
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of customers defect within 7 days of download.80%
Source: UA Good Push Index
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4x App engagement
2x App retention
download
Mobile engagement cuts churn in half
Source: Urban Airship Good Push Index, 2013
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MessageCenter
In-app messaging
Location
Watch
Internet of Things
The mobile engagement surface area
App
Today’sexpanded
surface area
Notifications
Wallet
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Different tools, different reach
Message Center
In-App Campaigns
Push notifications
100%of app users
Push opt-ins
Majority of app users
Digital Wallet100%of smartphone users
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Establish your mobile value proposition
USERBRAND• Sell products• Reach, engage, retain
audience• Generate repeat
business• Drive in-store
purchase
• Save money• Get good value• Make it easy• Learn and explore• Have fun
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The mobile engagement process
App download
Onboarding
Conversion
Retention
Re-engagementPush opt-inLocation opt-inWelcome series
Product viewAdd to cartWish listFirst purchase
Loyalty member signupCustomer satService remindersReplenishment
Win-back programsAccount re-activation
Branding halo
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Onboarding:Maximize the opt-in moment
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Retail opt-in rates dropped 9 points
46%
to
37%
45%
to
43%
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Massive gap between average & leadersHigh-performing apps see 45% greater opt-in than median
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The gap represents massive opportunity
Low, Medium and High opt-in rates for retail apps
Millions of usersMillions of app opensMillions of dollars
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1. Set the expectation on first app open
increased 31% since implementing the value proposition messaging
NHL’s opt-in rate
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2. Explain notification and location opt-in early
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3. Make it contextual
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4. Give users control
• Categorize your notifications into different types by utility
• Consider a manageable way to allow users to control notifications by topic
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Conversion:The first transaction
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Moments of true utility
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In-app engagement rates
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Listening is the key to engagement success
Get full context across your customer journey
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Create an offer box with Message Center
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Personalized message center
Changing the mobile application retail experience-
Nike Soccer content is personalized and dynamically fed based on location, language, and in-app behavior.
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Multi-step conversion
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Retention:Create a mobile habit
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Turn triggers into habits
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An evolved wallet
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Reward members with a big sale
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Keep the conversation going
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Build anticipation and delight
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Re-engagementThe power of data
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In-app campaigns can re-target opt-outs
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Leverage other channels, such as email
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Takeaways: Don’t advertaze
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Takeaways: Learn and predict
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Takeaways: Anticipate needs, reduce friction
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Takeaways: Leverage the surface area
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Takeaways: Get a jump on the holidays
the week before Thanksgiving as shoppers started to plan their holiday shopping
100%Engagement rates jumped
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