successful mobile engagement strategies that drive results with apps - ray pun, adobe
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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Successful mobile engagement strategies that drive results with appsRay Pun | Mobile Strategy & Marketing @RayPunSD
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Survey Question
How many of you provide mobile apps to your customers?
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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Agenda: 20 minutes
Mobile Experience Lifecycle
App Marketing Trends
Success Stories
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Experience Lifecycle for Apps
BUILD
ANALYSE
ACQUIREENGAGE
Consumer Profile
Location
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App Marketing Trends
© 2016 Adobe Systems Incorporated. All Rights Reserved.
Paid media
Owned media
Earned media
None
Base: Use Paid Media for Mobile Apps (n=187)
Base: Total Respondents (n=239)
Media UsedSocial – 78%Search – 66%Display – 66%Video – 50%
Source: Adobe Mobile Maturity Survey, 2015
$3 BillionUS Mobile App Install Ad Spend* eMarketer, 2015
10%
50%
62%
78%
Marketers use paid, owned, & earned media to drive downloads
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© 2016 Adobe Systems Incorporated. All Rights Reserved.
38%
52%
78%15%
84%13%
53% 49%
86%
North AmericaEMEA
Asia Pacific
Media
Finance Retail
Source: Adobe Digital Index, Mobile Benchmark 2015
App launches have increased globally (2015 vs. 2014)
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Engagement Challenge: Retention and app usage erodes over time
Source: Adobe Digital Index, Mobile Benchmark 2015
INDEX100%
MEDIA ENTERTAINMENT FINANCE SHOPPING1 9949
EROSION OF APP LAUNCHES AFTER THE FIRST USE(2012 THROUGH Q2 2015)SOURCE ADOBE ANALYTICS
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
General Features Free App Ticket Management Seat Upgrades Food Ordering Exclusive Video HighlightsJournal
Game Attendance History Photos
Special Offers & Promotions Stadium Check-In Points Of Interest
MLB.com: “Ballpark” App
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Released during the 2008 launch of the Apple App Store
Watch Live “Out of Market” Games Listen to Game Audio Feeds Video Highlights Archive Games Box Scores Team Customization
MLB.com: “At Bat” App
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Geo-Location and Points of InterestBallpark & At Bat
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Step 1: Map point of interests and set geo fence
Define geo-fences around stadiums
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Rogers CentreLatitude, Longitude
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Measure app usage based on stadium proximity
Club Announced Attendance
In-Stadium MLB App Users
MLB App Penetration
Team A 25,000 4,200 17%
Team B 30,000 3,100 10%
Team C 35,000 2,800 8%
Step 2: Collect location data when app launches
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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Now Available to MLB & Clubs How are fans consuming baseball content in-venue on mobile
devices Identify fans who are attending road games Ability to message fans in stadium
Results:
+3M visits to MLB Apps within the Ballpark
74% of users are watching video highlights
85% of users are checking scores for other games
Understand Media Consumption in Stadiums
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2009Version 1.0
2011Version 2.0
2013Version 4.0
2014Version 5.0 (Universal)
2016Today (6.0)
1.0 1.1 2.0 2.1 2.2 3.0 3.1 4.0 4.1 4.2 4.3 5.0 5.1 5.1.1 5.2 5.2.1 5.3 5.3.1 5.4 6.0
In-App Messaging is a lifesaver for legacy app versions
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In-App Message: Encouraging users to update
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80% of users upgrade after seeing message
19© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Happy Thanksgiving + Merry Christmas “Extended Hours”
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In-App Messaging can help highlight new features
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Push notifications offer a timely, in-context, feedback experience
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
And Actionable Notifications take it to the next level
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Actionable Notifications
Notifications can be so much more than simple messages
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Notifications should be at the heart of your wearable strategy
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Key Takeaways
Analyse app usage based on
location proximity to discover new
behaviors
Use in-app messages to
improve conversions and
engage users
Track media campaigns to
optimise acquisition costs
ACQUIRE ANALYSE ENGAGE
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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Ray [email protected]@RayPunSD