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Building Brand Engagement through In-App Communication
Author and curator of mobile app books, research and insights
New report release
App Explosion
Shift happens
App Stagnation
We want what we want how we want it
We want two-way dialog
What’s at your disposal
Push notifications
In-app messaging
Text Messaging
In-app chat
The power of Push
! Permission-based ! Multi-purpose ! Cost-effective ! Measurable & trackable
Rich and rewarding
! Feature-rich content ! Personalization ! Context ! A/B testing
ABC News let’s us choose
Results from the first 100 days
70% of the audience is using personalized push alerts and the story inbox
• Over half a million stories have been starred
• 3x more video is being watched compared to the previous app
Source: Urban Airship
Mobile mechanics
In-App Chat Sets the Bar
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Amazon Mayday Experience
Engaging app experiences = Significant business benefits
! keep in touch with customers ! drive traffic to destinations ! increase time spent in the app ! advise of new app features ! re-engage with dormant app users ! deliver reminders and alerts (location-specific
offers) ! segment as part of the A/B testing process ! conduct market research
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Thanks!
Peggy Anne Salz
mobilegroove.com
Founder & Chief Analyst [email protected] Twitter: @peggyanne Skype: peggy.salz Mobile: +49 172 245 1028
