Mobile App Marketing 101 - Acquire, Retain, and Reactivate Your Mobile App Users
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Check out this presentation to discover how to optimize your mobile marketing efforts!
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Mobile App Marketing 101 - Acquire, Retain, and Reactivate Your Mobile App Users
- 1. Mobile App Marketing 101 Acquire, Retain and Reactivate Your Mobile App Users Ashika Balani Sr. Product Marketing Manager Kristen Kaighn Sr. Manager, Segment Marketing
- 2. Page 2 Today we’ll cover… • Cornerstones for mobile experiences • Reaching users across the mobile lifecycle • Tactics to overcome mobile challenges • Mobile metrics that matter
- 3. Page 3© 2014 Marketo, Inc. Marketo Proprietary and Confidential Think mobile marketing isn’t important?
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 1.6million available apps in leading app stores 42apps # of apps the average smartphone user has on their device 27apps average apps used per month by consumers 5apps dominate 84% of consumer smartphone time Source: Nielsen; Forrester
- 5. A multi-channel world demands a personalized experience
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Setting strategic cornerstones for a positive mobile experience • What kind of customer are they? - Passive - Active - Trigger to Buy - Feedback - Existing - Advocate • What do they value? • What does my app accomplish? - Acquisition - Engagement - Conversion • What kind of app do I have? - Productivity - Retained Engagement - Commerce Know your Customer Analyze your App Product Market Fit
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Core features of a mobile marketing solution Listen to user activity on mobile devices and respond anywhere Engage with users across any channel, including personalized web communications and emails Reach users with push notifications, SMS/MMS, in-app messages and location services
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Understanding the lifecycle for growth ACQUIRE USERS ENGAGE & RETAINREACTIVATION
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Find & Attract the Right Users Challenge: It’s expensive to acquire new users and even more costly if you don’t acquire the right users. How do you find the “right” users? TacticstoWin What should I consider? Know who your best users are and why Be wherever they are Use marketing automation to listen across channels Leverage cross-channel insights to build your acquisition strategy TacticstoWin How do I measure success? # of Users Acquisition Rates by Channel/Location Average Revenue Per User Cost Per Install
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Email Leverage your database to drive awareness and downloads. Give them exclusive info, ask them to share and review Web Monitor your website to detect visitors from mobile devices and drive them to download your app Social Display strategic posts to audiences that look like your best users Find & Attract the Right Users 14.80% 12.09% 8.40% 7.20% 6.80% 5.60% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% Most effective user acquisition strategies (mobile first) Source: Venture Beat
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Engage and Retain Challenge: Most users stop using an app within the first 30 days. How do we engage our customers continuously and convert them to become advocates? TacticstoWin What should I consider? Drive cross channel interactions Be holistic with the mobile experience Optimize and personalize the message Be relevant to the person, place & behavior Build trust and loyalty
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Engage and Retain Challenge: Most users stop using an app within the first 30 days. How do we engage our customers continuously and convert them to become advocates? TacticstoWin How do I measure success? Monthly active users Average revenue per user Cost per loyal user Time in App Time Spent per Screen Bounce Rate App Opens Number of App Screens per Session
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 • Taps on a push notification • Non-behavior on app or notification • Installs your app • Opens your app • Time spent in app • Completing custom activity in app (e.g., abandoned shopping cart) • Location based activities • Engagement with web, email, and social Listen to Activities Across Channels
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Create a Cross-Channel Experience Day 1 Download app Day 1 Send In-App notification to enable notifications Day 2 Send Thank You Email with Rewards Program Details Day 5 Send push reminder about event & reminder for promo with Partner Day 6 Customer enters event. Send SMS with link for directions to parking & seats. Day 8 Ad on Facebook to Join Community Day 12 Personalized Mobile Friendly Webpage with link to tickets to next event Day 15 Mobile Push Sent to Solicit Feedback Day 30 Congratulatory email and push sent of points earned in last 30 months and link to mobile friendly page on how to redeem Ongoing Trigger communication across channels based on behaviors
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 User Reactivation App downloaded Continue Ongoing Communications Trigger communication across channels based on behaviors Finishes account login No account login No user activity Some user activity Use previous activity and purchase history to drive interactions Define an appropriate period for lapsed interaction Deliver strong & relevant emails to create engagement Play with the email and web creative Make any communications interactive and easy to act on Reduce cadence Treat the reactivated users as newly acquired users TacticstoWin
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 5/25/2016 Key Takeaways Reach users as individuals Find And Attract The Right Users For Your App See the cross channel picture Analyze behaviors Increase retention by reconnecting with users
Hinweis der Redaktion
- LIZZY
- KRISTEN: Thanks Lizzy and thanks so much for joining us today! During today’s session we’re going talk about some guiding mobile principles, how to reach and move users across the mobile lifecycle and how specific tactics can help you overcome the challenges you might face during each stage. And ultimately how you measure what working.
- KRISTEN: I’m sure that no one here today needs convincing that mobile marketing matters and is a critical way to reach and engage consumers. But did you know that the human population is roughly 7.1 billion people but that there are actually 7.7 billion devices? That might be because 4 Billion of us are buying a new mobile device every 2 years And with those devices come apps, and we love our apps that help us do just about anything.
- KRISTEN: And the only thing we love more than apps is choice - so much so that there are about 1.6 million apps out there and the average smartphone user has about 42 apps installed on their phone. But when it comes down to the apps that win that special place in our hearts and home screens – we’re only using 27 on a monthly basis and just 5 app dominate 84% of our time. As mobile marketers that poses a pretty big challenge as not only do we need to compete within our category but against every other category for share of a users attention span.
- KRISTEN: If you’re familiar with the principles of Engagement Marketing, you know that in order to rise about the noise you have to reach consumers as individuals, based on what they actually do, continuously over time, always directed towards a goal and everywhere they are. If you put 2 and 2 together - the explosion in mobile devices and the popularity of mobile apps with the principles of Engagement Marketing, its evident that the only way to complete and become one of those top 5 apps is to meet your consumers expectation of a truly personalized experience. When you weave mobile experiences into campaigns, you can build deeper relationships across the consumer journey by closely tying together all digital channels like Email, Social, Apps, Web, Paid/Online Ads. With more mobile devices than people in the world, mobile interactions are a key part of the journey. We’re going to dig into how you can ensure you’re driving deep engagement with your customers wherever they are to deliver really relevant, cross-channel experiences.
- ASHIKA: People spend 85% of the time on their phone is in Apps. That means to ensure your app gets seen you not only need to have the right content but you need to ensure the goals of your app and the needs of your customer match. Lay the right foundation to build on. Throughout the mobile app lifecycle you should take time to understand who your customer is and what stage of the buying lifecycle they’re in to ensure you engage with them with content that is relevant and valuable. As we go through this presentation, we will re-visit these two questions often to ensure you are focused on the customer with the right app in place. First, Lets take a look at two questions you should ask yourself to understand your customer? Which one of the following categories does your customer fall in? Is your customer in the Passive phase? –they know who you are but have not reached out actively Is your customer a Active Researcher? – Is the buyer looking at similar products that are like yours to purchase? Is your customer in the Trigger to Buy phase? – Meaning is your buyer ready for their final purchase Is this an existing customer? – which means you should maintain the relationship and developing brand allegiance Or Is this a customer an Advocate? Your marketing plan should correlate to the type of customer you are speaking to and what they value. As you think about the customer and what they value don’t forget to think about – their preference for communication. Mobile and desktop marketing vary based on person, time, goal, and the stage they may be in their buying cycle. As you connect your marketing communication to the customer, review your app to ensure it enables your customers to engage. In other words – ensure you have the right product - market – fit. In simpler terms – match the app to the customer needs. A good place to start understanding your app is knowing your app goals and ensuring the right features are available to complete those actions. Think about it from a acquisition, engagement, conversion point of view: For an Acquisition candidate – your app has useful functionality, in exchange the user provides their contact info. We will go through this a little later but having the right set up is integral in ensuring your app is downloaded and followed by a sign-up. For Engagement – you have activities and associated actions that drive the user to engage. Your goal is to build relationships and loyalty with the app. For Conversion – you are focused on driving conversion through a purchase, sharing your content, or completing a specific action to make the customer a loyal customer. Remember you can have a hybrid but figure out your primary purpose and work from there to ensure your app is covering the bases that are associated to your app and your customers goals. Once you understand what your app is accomplishing, you should figure out the type of app you have or want to build. Think about what your app actually does. With Productivity apps – you’re helping consumers do exactly that – be more productive. Some examples of what you might use everyday are Google Maps or an add on feature for Dropcam to augment in-home video recording. Retained Engagement apps are apps that have the goal of achieving and retaining the attention of the user. They will support businesses that will have revenue derived from advertising. For example on the news apps you may be using or the picture collage app I know you all use to share photos with your friends. Social networks fall into this area – not just Facebook but any place you have a community talking amongst one another that is usually free. The most recognizable to most are Commerce apps – for those that decide to make a sale through their apps. As always figure out the primary use case, keeping in mind you can fall into multiple categories. As you build out the capabilities and understand those goals you should iterate on a continuous basis. Whether its through customer interviews or soliciting feedback through the app or the app store. Iterate, iterate, iterate until you get it right. Now that your app is ready lets get started in determining how to get those customers to download and use your apps.
- ASHIKA: Technology is definitely a means to setting those cornerstones. And when looking at any solution, it should address the needs of your app from acquisition to reactivation by giving you the ability to bridge your mobile app and all other marketing channels. Delivering on that personalized multi-channel experience means listening to user activity on mobile devices and responding across any channel because the fact is, consumers don’t just engage with a brand on one single channel, even if mobile is the main way a brand interacts with their consumers, it should be viewed as a component of the overall consumer journey. Some of the ways you should look to reach consumers on mobile devices is through sending push notifications, in-app messages and using mobile app activity, location and real-time behaviors to engage on the web and through email.
- ASHIKA: Understanding your users and your opportunities for growth starts with understanding where they are in the lifecycle – are they a new user, are they loyal and engaged or have they fallen off the radar completely – this is going to direct how they need to be reached. We’re going to dive into each of these lifecycle stages and how to Find the right audience for your app Continue to drive user retention by pushing personalized content and messages And lastly, we’ll look at how you can deliver communications to help bring those lapsed users back, to prevent from your app going into the trash bin forever,
- KRISTEN: Acquiring new users is obviously important but acquiring the right mobile users is critical to success. Acquiring the wrong type of users lands you lower retention rates, high app abandon/uninstall rates, low user engagement levels and ends up just being a waste of marketing dollars. Having access to your users’ demographics and interests can dramatically alter the way you approach user acquisition. Obviously the “right” user for your app are going to be the ones who need or want what your app is offering but a more precise acquisition approach is to know what makes your best users loyal and to target users with similar demographics, interests and to go where they are. The pay-off of acquiring the right user are higher levels of engagement, lower cost per install, and an overall more positive experience. By quickly and effectively targeting the right people—those most likely to engage with your app and stay loyal over time—you can convert them to new users. A marketing automation platform gives the ability to engage on one channel and use that to build up your mobile app audience. For example, with web personalization, you can detect mobile web visitors and direct them to download your mobile app. This is similar to how most websites offer an easy way to sign up for an email subscription. You can also leverage cross-channel insights and behaviors to engage potential users, which channels they prefer and build your campaign strategy based on those preferences. Acquisition success metrics will obviously be marked by new user growth, how each channel or location contributed to those growth rates, your cost per install and ultimately the average revenue generated by each user.
- KRISTEN: Looking at the most effective user acquisition strategies and sources, you can see that taking a more personalized multi-channel approach pays off. Some of the ways you can use email to acquire new mobile users is to leverage your existing database to drive awareness and reach contacts that haven't downloaded your app – offer them exclusion info, ask them the share their experience and review For visitors coming to your site, monitor those coming into from mobile devices and deliver personalized messaging to drive them to download your app Social is a great source of reaching potential users that look like your best existing users – use what you know about your existing user base to deliver strategic posts that cater to their personal attributes and interests Now we’re going to talk about how to retain all those new users and keep them engaged after the first download.
- ASHIKA: A few things to consider when thinking about engaging and retaining customers. Most users will stop using an app within the first 30 days. If you don’t want to become one of those forgotten apps there are a few things that you should consider. Listen across channels and respond holistically Drive cross channel interactions – use push to drive customers to engage. Optimize to ensure the right message is delivered across channels. Send meaningful content to the right users. And specialize content to custom segments. Be holistic. Don’t think about just the message and the marketing vehicles. Think about the customers experience end to end. Use mobile responsive email and landing pages and use them with the appropriate message and channel. For example if you have an in-app message keep them in the mobile experience and ensure they have the ability to complete the necessary tasks within the app. As you try to personalize every message remember to Reach Users As The Individuals They Are. Customers seamlessly navigate between channels and devices, expecting their experience with your brand to be personalized wherever they are, especially on mobile. Using a 360-degree view of each individual, interact with your users based on their mobile app activity, behavior, and location. Increase Retention By Reconnecting With Users. Engage and re-engage users to ensure they come back again and again with tailored messages across mobile and other channels. Sync the message keeping in mind the frequency and relevance. Determine how much is too much. With push and in-app notifications you have access to the individual 24 hours a day but you don’t want to message them 24 hours a day. According to a Gallup survey – 11% of users check their phone every few minutes and 41% check it a few times every hour. The last thing you want is for your user to turn off notifications and lose access completely. Today you have the ability to control the frequency and timing of your messages, and further enhance the timing with location aware messages. As you engage users you will organically build trust and loyalty amongst your customers and the brand. Things to consider to further build their trust are – optimize when and how you ask for push notification permission. Offer rewards in the form of digital currency or discounts. Integrate a community aspect to enable users to share their thoughts and build a sense of family amongst other users – this can not only benefit the users but also you. __________________________________________________________________________________________________________________________________ Statistics: http://www.gallup.com/poll/184046/smartphone-owners-check-phone-least-hourly.aspx
- ASHIKA: Now that you have started to enable some of the tactics to engage users. You need to figure out how you will measure your success. It is up to you and what you define as the goal of your app to figure out which of these metrics are right for you. I’ll walk through a few. If you’re looking for engagement as your primary purpose – you are looking at all of these metrics but in the intial phases you want to see if the users you acquired are spending time in your app and where. Understand the bounce rates and what might be causing some of them to dis-engage. For those of you with a commerce app – ROI is very important. Understand what the financials look like and analyze across channels to determine where improvements can be made – whether it be from a app usability perspective, mobile experience overall, or simply a marketing cost that needs to be revisited. By looking across all the metrics you should be able to isolate problem areas and deliver a solution that improves the overall engagement.
- ASHIKA: Lets walkthrough a example. As you remember from before - You should listen for behaviors and non-behaviors across devices, notifications, apps, and marketing channels, etc. By listening across these channels and devices you have the ability to determine what is the right conversation, when should you have it, and how often. You can zero in an customers exact location within steps to miles to interact real-time. Keeping this in mind lets walk through an example of how a campaign could run for a events marketing company.
- ASHIKA: The customer here is a event marketing company who holds large events for consumers. They have used a variety of channels across mobile to ensure their customer is engaged and up to date with the right information. Keep in mind in addition to this plan you should layer on top, your plan for any desktop marketing. As I mentioned before mobile and desktop experiences should be different but synchronized. (Walkthrough) As you can see this is a Day 1-30 plan. As you understand your customers journey better you can start to build a 60 day plan which includes social ads, or an email to remind them about other future events.
- ASHIKA: As we think about keeping customers engaged we should also think about those that may have dropped off in the process. Every marketer thinks about growing their customer base and mobile is definitely a channel that is underutilized to do so. Here we have an example of a customer who requires a account sign up. In the previous example we went through what you should do if we have an engaged user. Here are some tactics for those who do not finish the process or purchase and stop engaging at some point in the process. 1. Use previous activity and purchase history to drive interactions. The insight drawn from historical transactional and behavioural data and the analytics is fundamental to the design, implementation and success of re-invigorating the inactive. 2. Identify a control group and isolate people to measure. 3. Test the control group from profile selection to messaging and communication components (For example: timing, offers, personalization, cadence, creative, channel, follow up actions, etc.). Data and sound metrics are fundamental to successfully testing the selection. 4. Identify an appropriate period for lapsed interaction. For example, the purchasing cycle of a car versus a newspaper subscription is completely different. When considering whether someone is “lapsed” remember that it should be relevant to your market. 5. Ensure email correspondence contains a strong, memorable subject line to create engagement. 6. Play with the creative to ensure relevant content hits lapsed customers. While subject lines in emails prompt people to open emails, the creative is the prompt for them to act. 7. Make any communications interactive and easy for the customer to do something, whether that is visiting the website, completing a survey or making a purchase. 8. Reduce cadence – once re-engaged reduce the cadence to maintain engagement. 9. Treat the re-activation file as an additional acquisition file. Customers that are successfully re-activated and subsequently nurtured have the potential to become the most loyal and profitable. Compare the metrics to your acquisition data not your house file. 10. Take a lifetime value approach. For example, re-activated customers may produce no revenue in the first month, but could then produce gradually increasing revenues in subsequent months. It might not be huge but in the end it is better than a lapsed customer contributing nothing to the bottom line.
- ASHIKA: As you think about today’s sessions remember these key principles. Reach users as individuals Find And Attract The Right Users For Your App See the cross channel picture Analyze their behaviors Increase retention by reconnecting with users As you look at various solutions remember Marketo has a Mobile Solution that enables those that are both mobile first or looking to strengthen their mobile presence today. Please leave a comment and we will be sure to get back to you if you want to know more. Thank you for joining us today.