A presentation by John Doxaras, CEO of Warply. It includes an overview of the mobile marketing ecosystem in Greece and worldwide, useful insights on customer lifecycle value, highlights and real cases of successful practices, infographics and more. Hosted at Founda.tion and its Educ.ation class, an educational platform aiming to help young people develop their knowledge and skills in the field of entrepreneurship.

1. making money on mobile
john@warp.ly

2. who
✓involved
in big data and distributed computing since 2004
[CERN LHC]
✓passionate
in real-time data processing, especially in
advertisement technology
✓strong
background on theory of algorithms and computational
complexity
✓involved
in performance marketing since 2007

3. what

4. mobile is where your customers are
Time vs. Revenue Spend
on Mobile and Internet
Mobile Devices Sold vs.
PCs
x
source: emarketer.com
source: gartner.com

5. mobile monetization on verticals
Many companies make the mistake of utilizing the
same approach for different verticals. But there is no
Silver Bullet in Mobile Marketing.
Our vision is to give back mobile marketing it’s
lost prestige and be part of establishing the next
generation of marketing professionals with focus on
real-world KPI’s, ROI and above all nonintrusive responsible communication .
War
ply u
diffe
se
rent
appr s
o
for d
iffer aches
ent
verti
ca ls

6. fragmented landscape

7. new ad formats
call them native
ad formats

8. new campaign objectives

9. loyalty in a mobile first world
✓ in
the next couple of years your mobile phone will essentially become
your wallet
✓ mobile
will be the most personal item you have, associated directly
with your purchase behavior
✓ mobile
will be in all your customer’s pocket and present in all their
priority moments
✓ mobile
programmatic media buying revolutionizes the way we buy
media, providing the option to target, segment and re-target our
audience

10. the mobile acquisition problem
•
saturated and overpriced: your competitors are games, fortune 500 companies
that monetize mobile and more games, and more awesome games!!! (CPA>$2.5)
•
adverse selection problem: apps are only selling clients that they don’t monetize,
so in return you are buying users that provenly are not spending on mobile
•
targeting and traffic quality: traffic acquisition and user tracking systems are
fragmented and hard to monitor

11. the mobile retention problem
Solving it, should be your
First Mobile App Strategy
Retention is one of the biggest challenges of
mobile apps today, as “65% of people stop
using them three months after install”
Months Since
User Acquisition
iOS and Android User Retention
0
100
%
1
45
%
3
24
%
6
14
%
9
7%
12
4%
source: blog.flurry.com

12. customer lifecycle value in plain
english
•
prediction of the net profit attributed to the entire future
relationship with a customer.
•
retention rate is the key element in increasing your business CLV
•
there are numerous models that involve past ARPU or statistical future
prediction models that are more accurate
•
mobile provides the ideal channel for both impulse buying and
training your customers into a habit purchase behavior

13. the only formula you need to know
CLV > CPA
* Customer Lifetime
Value
* Cost Per Acquiring a new Customer

14. this translates into revenue
Installs
Monthly
Active Users
x
Monthly
Retention %
=
x
Monthly Average
Revenue Per User
=
Monthly
Active Users

15. used by all major players

16. hacking customer lifecycle value
average revenue per user
•
customer lifecycle value mostly refers to the
future, therefore this is something we can easily
influence through mobile channels
•
monthly churn rate is probable the
most important factor you need and
can change
•
communicate just before
your customers are about
to perform a purchase
customer spending
with
mobile CRM
customer spending without mobile
CRM
tim
e

17. acquisition lifecycle
ad network
2$ Acquisition Cost
CRM
50% of CLV increase
max
spending
Total
Revenue
from
acquisition
Total
Spend
for
acquisition
brand
spending

18. Your CRM’s Mobile Loyalty Extension
bridges
for:

19. the solution
Contextual Targeting
Target users based on
their location, past
behavior, purchase habits
and personality.
Engagement
Deliver rich and engaging
communication, ask your
customers to play games,
participate in competitions
and perform loyalty actions
Real-Time Messaging
Push messaging gives the
ability to communicate with
your customers just right at
the point of sales or even
before they even realize that
they need to perform a
purchase

20. target and segment
Facebook
Demographics
Target using full
scope of facebook
demographics
through the
embedded facebook
connect
Custom Tagging
and behavioral
profiling
Set up consumers
personas derived from
user behavior inside the
APP and based on
interaction with
previous campaigns
Geolocation/
Geofencing
Send campaigns to
specific geographical
areas (geolocation) OR
create a radius around
your point of interest
and trigger the campaign
as soon as the user
walks in (geofencing).
API Calls
Take advantage of
existing user data by
integrating into your
CRM or database or set
up automatic campaigns
based on preconfigured
Business Intelligence
rules.

21. two ways of communication push vs. pull
Silent Push
Deliver campaigns in the
inbox without waking up
the users device
Push messages
Deliver value to your best customers, right on their home screens.
Push is a proven, proactive way to drive engagement with your app and
your brand.
With Push notifications you
receive a pop up message and
a sound with the APP logo
that gets hosted in the
notification tray and as soon
as you click on it:
•It wakes up the APP
•You get a rich HTML5
landing page that can host any
content

22. inbox for brand messaging and habit creation
Your New Direct Communication Channel!
Train your users to return into
the app periodically to check for
new updates.
Co
n
wh tro
l
en
fo
r h a nd
lo
n g ow
Us
er
s c
se
e
an
Ca
mp
in
ai g
th
eir ns
In
bo
x
Implement the Inbox in your APP
without having to change the Design

23. modes of engaging your customers
Reach all app users to provide even more engaging
experiences.









Video ads
Downloads
Sweepstakes
Coupons
Feedback
Game
Social currency
Special content
Second screen

24. native vs web inbox

25. modes of interacting with your customers
Perform purchases and redeem coupons directly though the application
One-time
Registratio
n
Mobile Wallet
Support
Apple Passbook
Integration
Physical and
Virtual Goods
Voucher Code
for the Offer
Time/Place
Dependencie
s
Proof of
Presence
Scanned
Material

26. Case Studies

27. increase transactions
Drive in-app
transactions up to
40%
Warply uses messaging within
context to incentivize users to
perform specific actions and
provides them with one-click
interactions. This approach
significantly increases impulse
buys and transactions in
general

28. increase engagement
Increase
engagement by
500%
Warply targeting capabilities
enable you to target users
based on their interaction
with the app. Therefore you
are able to communicate
with users that have churn or
reward the most active ones.

29. increase spending
Increase average
spending by 200%
Warply is widely used in
finance and m-commerce apps
across the world. Our recent
case studies indicate that the
same customer increase
average spending just after
installing the app!

30. increase repetition
Increase repetition
by 240%
Warply helps app owners
communicate frequent
app content updates
through personalized
messages based on past
behavior or interests.

31. increase foot traffic
Increase foot
traffic by 1000%
Warply mobile
engagement campaigns
reward users that perform
the actions they are asked,
like entering a store or
interacting with a POS

32. Deep linking
Deep link and let an app
invoke another, providing
seamless user flow
Initiate a user action from a push session or a banner ad in a third
party app. Take customer retention into a new level with deep linking
capabilities like
warply://user/68331 or
warply://flight_id/2331200

33. how it works in gaming
•
appointment dynamics to increase user retention
•
players only buy in-app consumables when they think that this saves time!
•
Monitor your users and engage them when they are idle (when in
toilet :p or in the subway)
•
avoid limits on your CLV (avoid $4.99 buy all bundle if possible)
•
repetition mode, game farms/publishers and development of new versions
of the same gameplay

34. a new standard for engagement & monetization
Go Ahead
Communicate with your clients
in their context!
visit us:
http://warp.ly
mail us:
info@warp.ly
like us:
https://facebook.com/warply