Trademob is one of the biggest mobile app marketing companies in Europe. They optimize mobile media advertising across 230 mobile ad networks, RTB exchanges and media partners. At App Promotion Summit Berlin, Trademob's co-founder and head of sales Florian Lutz presents their techniques in keeping users coming back, measuring engagement and increasing frequency.
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Increase App Revenue and Retain Users
1. Mobile Retargeting for Apps:
Increase Revenue and Win
Back Dormant App Users
Acquire! Re-engage! Make it Relevant!
2. What has happened so far
New users, new users, new users
1
2
Up from
In-App Mobile
Advertising
Spend to Top
$7bn by 2015
$2.4bn
in 2012
(Juniper Research)
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3. Billions of App Downloads (US)
Source: Fiksu
10 Apps for every person in the world
70bn apps will be downloaded in 2013 (worldwide)
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4. User Retention Rates
90% of users leave
immediately after
downloading, with
nothing bought on
first visit
Source: Flurry
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5. Many Dormant Users.
The Download is Only
Half of the Battle.
69%
open an app
10 times or less
25%
use an app just once
after downloading
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6. Don’t Waste
Acquisition Investment.
Communicate to Your
Current Users.
So why don’t we talk more to our
customers? They’ve cost us a lot to
acquire
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7. Costs more to acquire than retain!
Why focus solely on new acquisition?
Source: Fiksu
1/3 the cost of re-engaging a user
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8. Cost of Acquiring Users Exceeds Revenue
Why focus solely on new acquisition?
Source: SuperData
$2.73 CPI vs. $1.96 ARPU
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9. CPI is so 2013!
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10. Introducing an App‘s Lifecycle Marketing
Approach
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11. Conversion Funnel
98%
Visitors leave your site
without converting
Re-engage 98% that
leave your site/app
Drive repeat sales
Increase lifetime value
2%
1st visit
conversion
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12. Useful Metrics in an Age of Mobile Retargeting
2014 will go beyond simple CPI metrics
•
Cost per Reopening
•
Retention Rates
•
Rebookings
•
Average Basket Sizes
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Customer Lifetime Value
•
Custom Metrics
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13. Mobile Tracking
The Cookie-less Society – Welcome to the Power of Device IDs
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14. Audience Targeting
Market to the Individual – IDFA and Android Advertising ID are the key
Practice 1-1 marketing and communicate with personalized messages
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15. What if You Could...
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Tailor special offers to specific
individuals
React in real time
Chase abandoned baskets
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16. What if You Could...
Know the individual
Know their specific interests
Find them again anywhere
Drive them back to you
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•
•
•
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17. Retargeting with Trademob
Lower Costs, Increased Conversion
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62% lower cost per active user
compared to acquiring a new
user
150% higher conversion rate
compared to display
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18. Case Study
100% 100%
Conversion funnel
for:
• Re-Engagement
• New Acquisition
62% lower
cost to
generate a
valuable
lead
61%
45%
39%
34%
11%
9%
2% 0.8%
Total user base
Total user base
Savings per action compared to new
user acquisition campaigns
Engagement 1
Search
Engagement 2
Detailed search
-78%
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Engagement 3
Add to favorite
-76%
Transaction
Final Action
-62%
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19. Case Study
1
User cohort and target
group definition
2
Campaign execution with bespoke
banner ads across the Trademob DSP
3
Deep-link inside app
IDFA 7
IDFA 7
IDFA 2
IDFA 2
The Trademob DSP is integrated with the world’s leading SSP partners
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20. 1. Chase searchers and abandoned baskets
Multiple deep-linking
Tuesday morning, 9 a.m.
Monday evening, 8 p.m.
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21. 2. Retarget your dormant users!
Re-engage existing users instead of buying new users
October, 2013
August, 2013
User forgets about
app & doesn‘t
respond to push
notifications
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22. 3. Retarget your high-value users!
Cross and upsell high-value customers
Week 2, user sees banner for
Temple Run 2 coming out
Week 1, user plays Temple Run
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23. Personalized Offers
Target Individual Users with Special Offers
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Provide Unique offers to distinct
user segments
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Provide them in real time to
Individuals
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Personalize offers
Auto apply them to an individual
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24. Acquire! Re-engage! Make it Relevant!
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25. Contact Us!
Florian Lutz
John Rankin
Head of Sales & Co-Founder
Vice President of International Sales
Germany: +49 30 2021575 0
UK: +44 7776 333 888
Mobile: +49 176 103 86 267
US: +1 415 539 6794
florian.lutz@trademob.com
john.rankin@trademob.com
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