NYC Feed Your App Breakfast

Mobile Engagement: Crisis or Opportunity?Josh Todd, CMO@JoshToddMKT

Agenda• Mobile Engagement Crisis

• App Lifecycle

• Special Focus: App Retention

3

How did we get here?

OUR APP-ETITE IS GROWING.

51 MINs

3 HOURSAMOUNT OF TIME PER DAY THE AVERAGE US MOBILE CONSUMER SPENDS WITH APPS.

00:22

The amount of time the average US

mobile consumer spends per day with

apps:

AMOUNT OF TIME PER DAY THE AVERAGE US CONSUMER SPENDS ON THE MOBILE WEB.

eMarketer, 2015

51,000

APPS ARE DOWNLOADED FROM THE APPSTORE EVERY 60 SECONDS.

Domo, 2015

Nielsen, 2014

41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.

This is all great, BUT…

22%THE PERCENTAGE

OF USERS WHO ONLY OPEN AN APP ONCE.

Localytics, 2015

Forced social logins

Privacy concerns

Intrusive ads

Bad UI/UX

Freezing

Complex registration

Annoying notifi-cations

19%

23%

29%

42%

48%

68%

71%

TOP 7 REASONS WHY PEOPLE UNINSTALL MOBILE APPS*

*AS A % OF ALL RESPONDENTS.

EACH PARTICIPANT MENTIONED

THREE REASONS.

We are on the verge of a Mobile Engagement crisis

13

▪22% of apps are only used once▪35% of push messages are not segmented▪50% of people already view push as annoying▪50% of people opt-out of push▪The most popular metric for determining mobile success is “views/traffic to my app”

All signs point to tipping in the wrong direction

How do we shift toward the right path?

App Lifecycle

Use the lifecycle as an organizing framework for engagement

Keep it simple

ACQUIRE

App Store Optimization

Gain visibility in app store

searches

Optimize your app

store listing

Organic Channels – Website Redirect

Redirect mobile website traffic

to your app

Organic Channels – Email

Encourage email subscribers to

download your app

53%of emails are opened on a

mobile device.Source: Litmus, 2015

Organic Channels – Social Media

Promote your app on social platforms

Paid Channels – Mobile Ads

Source: Litmus, 2015

Work with a mobile advertising company

to place targeted ads in other apps

NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME A USER.

Source: Localytics, 2015

Of users only use an app ONCE.

22%


54%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.

Paid Channels – AttributionAd networks must be connected to downstream

metrics

ENGAGE & GROW

Maximize user value through engagement

Segmentation

(your entire userbase)

Sports Content App

Segment your audience

3% of broadcast push messages are clicked

7% of targeted pushmessages are clicked

15% of users converted 54% of users converted

Broadcast: Targeted:


vs

Imagine an app with 100,000 users


3% of 100,000 users =3,000 opened messages

7% of 100,000 users = 7,000 opened messages

15% of 3,000 opened messages =

450 converted users

54% of 7,000 opened messages =

3,780 converted users


vsBroadcast: Targeted:

Maximize user value through engagement

Channels to the customer

Simple engagement deceivingly complex

Push Messag

e In-app Messag

e

Customer Profile

Database

Dynamic Messaging for Personalization

CTA tracking: Engagement, Conversion,

Retention etc.

Push Tracking: Viewed / Open /

Clicked

Audience Qualificati

on

Event behavior tracking

Deep linked via key value

pairsMessage A/B Test

Scheduling Automation to

send at right time

Custom HTML for

In-app message

Influence on Engagement,

Conversion, Retention

Bring them back and keep

them engaged with Push

Motivate inactive users to return to your app with

targeted, carefully timed, and well-written copy

171% MOREUsers with push enabled have

app launches.


Increase Push audience, increase success

52% of app users have push enabled on their

phones

Industry Averages


52% of app users have push enabled on their

phones48% of app users don’t

have push enabled on their phones

Industry Averages

Bad Example-Ask them to opt in immediately after launching the app for the first time


(first launch)

-Welcome your users with a sequence of introductory, how-to screens to show value


Good example

Good example-Welcome your users with a sequence of introductory, how-to screens to show value

-THEN, ask them to opt in with a unique, well-designed in-app message


In-App Messages – Drive Conversions

Move users further along funnels to ultimate in-app

action with beautiful, branded, in-app creatives

4X HIGHERIn-app messages presented

based on an event have

conversion rates.

Remarketing – Reaching Existing Users

Source: Litmus, 2015

Show current users ads based on how they’ve

previously engaged with your brand

Great for reaching the

who opt out of push notifications48% OF USERS

Email – Cross Channel Marketing

Treat users with richer, longer form content

Source: Copyblogger, 2014

RETAIN

5 years ago…

the world was awash in Big Data

Data Scientists to the Rescue

Apps Create a New Opportunity

Apps generating massive amounts of

data AND have marketing channels

embedded

Advances in computing have made machine learning more

accessible

Users demand better experiences

50

Jon Scheldrick, Product Manager, Mobile, VimeoZac Aghion, Director of Product, Localytics

Special Focus: Retention

Thank you