The right mobile engagement is key. A personal mobile phone is a vary valuable asset to any person - a true 1-2-1 user engagement platform. This presentation highlights the types of engagement linked to mobile phones and how to optimise these possibilities as well as use them to their full potential.

1. Mobile Engagement

2. Mobile Landscape
• Mobile phones are often the most consistent feature
of anyone's day
• Highly personal device
• Truly 1-2-1 relationship

3. 18 mins per day
25 mins per day
Mobile Landscape
• For many it’s their most prized possession
– 70% of people would give up alcohol
– 22% would give up their toothbrush
– 33% would rather their phone over sex
• Time spent
– on average about 2 hours per day
12 mins (4th place)

4. Mobile Landscape
• If we consider mobile apps
– 17.1 million iOS / Android devices activated on
Christmas Day
– 328 million App downloads on Christmas day
– 25th – 31st Dec 1.76 billion Apps downloaded
(Flurry Jan 2013)
• Use of Apps
– 5-7 Apps per day
• Time in Apps
– 94 mins spent in Apps per day

5. Optimizing Time
With all this time spent on mobile and within Apps
engagement and the right engagement is key

6. Mobile Engagement
• Types of engagement;
SMS
QR/
Short codes
Mobile Credits
/ Vouchers
Push
Notifications
Augmented
Reality

7. Mobile Engagement
SMS
• Oldest
• Traditionally crude
• Internal data or 3rd party
• Geo – fencing
– Football grounds
– Cheltenham & Paddington
– Retail – targeting in store
• Demographic
• Interest based
• Trackable shortened URLs
• Video and image which increase engagement and
interaction

8. Mobile Engagement
QR & Short Code
• Can be used to unlock interactive
content
• Great way to open up a channel of
ongoing communication
• Multi nodal short codes – free and
users can call or text
• Great for feeding peoples
interest / curiosity / participation
• Also, gaining new insights –
how and where people are
interacting with brands

9. Mobile Engagement
Augmented Reality
• Using apps like Blippar
• Placing brands in users hands
• Driving action and participation
• Trackable – ability to measure a
previously quite assumption
based media (outdoor)
• Geo location – serve different
content to Blipps
• Highlights effectiveness of
mobile beyond direct response
• Many traditional SMS partners are building out
full engagement platforms

10. Mobile Engagement
Mobile Credits & Vouchers
• Passbook for iOS
• Pass Tools API - manage and
administer direct to phone
• More and more suppliers
have solutions for multi device
• Reward customers with credit
direct to their phone (contract or pay as you go)
• Alternative to vouchers, extension of cash back
• Measure redemption through to purchase

11. Mobile Engagement
App push notifications
• It’s competitive
• It’s personal
• It’s fickle
90mil iOS APP
downloads in UK
99mil Android APP
downloads in UK
80 Apps number
downloaded per
device
94 mins ave time
spent in apps per
day
1 Month –
“Appathy”

12. “Appathy”
• Reducing Appathy = more revenue
• Generally perceived that an App user
is more valuable
• Ladbrokes – mobile app users paid
back in half time v desktop
Increased play frequency
High proportion of VIP
• Fab recently quoted
“mobile users purchase 20 per cent more items per order than
PC customers, with 30 per cent of total sales now coming from its
mobile apps ......
....... People who use Fab’s mobile apps convert to purchasers
more than twice as often as web-only users and they purchase
twice as often “ (Mobile Marketing Magazine)

13. Avoiding Appathy
Push Messaging
• Drive App engagement
• 4x increased in App engagement
Critical
81% of app usage
Important
67% of app usage
Essential
74% of app usage

14. Impact of engagement
540% 3x
30% 20%
Increase in
daily user
sessions
Faster response time
than email
Increase in social
sharing (Facebook & Twitter)
Increase in total
mobile orders

15. Push notifications
• Traditional push
• The flow above; Message appears on phone home
screen > user opens > sent to a deep link in the App
• Permission based – user has agreed to have their
interaction interrupted

16. In App notifications
2 messaging
formats –
MPU style and
banner style
(header or footer)
Messages are built
in HTML therefore
greater visual
appeal
Messaging lends itself
to greater creativity
and more
representative of the
brand.
More cohesive
reflective of wider
communications
These can be
broadcasts or
triggered in response
to actions

17. Engagement
Types of messaging
• Breaking news
• Behaviour based – based on insights
• Social sharing - reward social sharing
• Feedback - Use messaging to collate feedback in App
store / surveys/ collect emails
• Event led / geo targeted – drive in store
• Triggered – based on user interactions with the App
• Vouchers and promotions

18. However ....
Engagement is only as effective as its relevancy
•App engagement will only work if super relevant, to be relevant you need data
•Also promotions, but only promotions that are engaging and relevant
Timeliness
Creative / Content / Promotions
DR focused
Personalized to user
interest
Engaging (strong considered
copy, easy to follow)
Messaging
Behaviour & usage
insights
Segmentation Preferences
Relevancy
Data

19. Stream:20 Digital Marketing Consultants
www.stream20.com
info@stream20.com